Healthcare Insider

Healthcare Insider helps people navigate one of the most confusing decisions they make each year: choosing a health insurance plan. As a large, content-heavy resource covering everything from ACA marketplace plans to Medicare to insurer reviews, the site carries a lot of weight. When they came to us, it wasn’t holding up under it.

The problems were layered. Poor UX, outdated design, content architecture that buried information instead of surfacing it, and a site that wasn’t converting or performing in search. For a brand whose entire value is making complex information accessible, a site that overwhelms or loses the user is a fundamental mismatch

We led a full redesign and rebuild on a fully custom WordPress build. Modernized UX, restructured content architecture, and a dedicated SEO and conversion strategy built into the new design from the ground up, not bolted on after the fact. Every decision was made with two things in mind: can the user find what they need, and does the site give them a reason to stay.

In the year following launch, organic search clicks grew 488% and impressions grew 806%. The numbers reflect what happens when design and strategy are treated as the same problem.