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Connecture, Inc. has focused on Web-based solutions for health insurance professionals since 1993, helping transform over 80 health plans including more than half of the top 20 in the United States, and processing over $50 billion worth of premiums each year. Today, they are the nation’s leader in sales, service, and process automation solutions for the health insurance industry, but this market position was not accurately reflected by their corporate website. Instead, out-of-date branding and an unsophisticated user experience failed to maximize the site’s potential to connect with Connecture’s various customer segments in a relevant manner. |
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http://www.connecture.com
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Working side-by-side, Connecture and EXCITE examined opportunities to best utilize the corporate website to provide visitors with a seamless and intuitive experience that would help increase brand awareness, provide product education, recruit new employees and aggressively target potential customers.
As a result, a new user-centric interface was established, content was reorganized and the site navigation was re-architected. A contemporary and branded design appealing to savvy online users then followed while copy was rewritten and peppered throughout with key words and phrases to optimize the site’s ranking with search engines. New content categories were also created in order to make information more readily accessible, while existing ones were expanded to broaden the outreach of both Connecture’s internal Marketing and Human Resources departments. Finally, integration of a smart search engine and a new content management system brought completion to the project.
The new connecture.com launched successfully on June 17, 2008 – on time and within budget. |
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