Wiggins Insurance Agency

Brand Refresh & Digital Experience Transformation

The Challenge

Wiggins Insurance Agency's existing website no longer reflected the professionalism and quality of the business. Built on an older platform, the site contained outdated content, broken links, and limited functionality, making it difficult for visitors to learn about the agency's services or connect with an agent.

The agency needed more than a visual refresh. They needed a modern digital presence that would better communicate their expertise, simplify the customer journey, and generate qualified leads.

Objectives

• Modernize the agency's online presence

• Refresh the existing brand while maintaining recognition

• Improve navigation and user experience

• Expand information about insurance products and services

• Increase lead generation opportunities

• Create a website that was easy for the client to maintain

• Build a scalable platform for future growth

My Approach

I led the redesign and migration of the website to Squarespace, creating a more flexible platform that better supported the agency's business goals.

Beyond the website itself, I collaborated on refining the agency's visual identity by modernizing elements of the existing logo and developing a cohesive color palette to create a more polished, trustworthy brand experience.

To improve the customer journey, I developed dedicated pages for each insurance product, making it easier for prospective clients to understand their options and find relevant information quickly.

I also wrote new website copy, designed custom graphics throughout the site, implemented inquiry forms tailored to specific insurance products, and integrated an online appointment scheduling system to simplify communication between prospective clients and the agency.

Creative Systems Developed

• Website redesign and platform migration

• Brand refinement and color palette development

• Information architecture

• Insurance product landing pages

• Customer inquiry workflows

• Appointment scheduling integration

• Website copywriting

• Custom graphic design

• Responsive website design

• User experience improvements

Results

• Successfully migrated the website to Squarespace

• Modernized the agency's digital presence with a cohesive visual identity

• Expanded website content to better educate prospective clients

• Improved navigation through dedicated service pages

• Streamlined customer inquiries with product-specific contact forms

• Simplified appointment scheduling through online booking

• Delivered a scalable website that is easier for the agency to maintain and update

Design Thinking

The redesign focused on building trust from the first interaction. Insurance is a relationship-driven business, so every element of the website was designed to reduce friction, answer common questions, and make it easy for prospective clients to request information or schedule a consultation. Rather than simply updating the site's appearance, the project centered on creating a cohesive digital experience that supported both the agency's brand and its business goals.