Project Overview
About The Brand
The objective was to modernize the website’s UI, UX, and technical foundation while protecting existing SEO performance, rankings, and indexed page volume. At the same time, the platform needed to become easier to navigate, understand, and convert for insurance-focused users.
The Challenge
This engagement sat at the intersection of scale, SEO risk, and usability.
Process Description
Strategy
- 1Strategy Workshops
- 2Idea Validation
- 3Market Research
- 4Product Roadmap
- 5Research
Design
- 6Information Architecture
- 7Wireframing
- 8Visual Design
- 9Prototyping
Testing & Deploy
- 10A/B Testing
- 11UI Testing
- 12Deployment
The Challenge
This engagement sat at the intersection of scale, SEO risk, and usability.
Large-Scale SEO Page Migration
Hundreds of SEO-critical pages needed to be restructured and migrated while preserving existing indexation, rankings, and organic visibility.
SEO Integrity During Redevelopment
URL structures, metadata, internal linking, schema markup, and crawl paths were required to remain stable throughout redevelopment to avoid search performance disruption.
Legacy UX Constraints
Existing UX patterns made comparison-driven user journeys difficult to scan, evaluate, and act upon—especially for high-intent users.
High Content Density Challenges
Dense insurance content increased user friction when information hierarchy, readability, and visual separation were inconsistent.
Goal
The solution prioritized SEO continuity while removing friction from insurance decision journeys.
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01.
SEO-First Information Architecture
Existing URL structures were retained wherever possible, supported by controlled redirects and preserved internal linking to maintain organic equity.
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02.
Standardized Page Frameworks
SEO pages were rebuilt using consistent templates to ensure uniform hierarchy, scalability, and ease of future expansion.
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03.
Improved UI and Readability
Cleaner layouts, refined typography, improved spacing, and structured content sections reduced cognitive load and improved comprehension.
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04.
Conversion-Oriented User Experience
Clear calls to action, logical form placement, and simplified comparison flows aligned with high-intent insurance decision-making.
dau’s role focused on coordination and execution across disciplines rather than visual experimentation. The work involved aligning design decisions with architectural constraints, calibrating motion to remain functional, and integrating CRM workflows as a core system component. Design, development, and integration were approached as interdependent elements that required ongoing alignment.
New York
Identity / GuidelinesOutcome
The Best Insurance platform now operates on a modern, SEO-safe foundation that supports both visibility and user experience.
Enabled a full platform redesign without sacrificing organic rankings or indexed page volume.
Reduced SEO risk across a large, high-traffic content footprint.
Created a scalable page system that supports ongoing SEO expansion without technical debt.
Enabled clearer user journeys that support comparison and conversion without disrupting search performance
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