Liberty Mutual offers a broad set of business insurance and surety solutions across a variety of brands. Through extensive SEO research, we determined that their flagship business website enjoys high search authority on Google and consolidating disparate business microsites into a single domain could elevate the brand and its various offerings. Because Liberty provides broad-based commercial insurance across several industries, as well as niche solutions (i.e., marine, war & terrorism & fine art & specie), we also knew that the site would have to connect visitors to the appropriate content, resources, tools, and contacts to meet their specific needs, all while presenting Liberty as one cohesive brand.
Our user experience, design, and development teams joined forces to consolidate Liberty’s microsites and created a unified online presence. We built a cohesive digital experience with optimal flexibility in design, efficient UX, and top-notch SEO to turn Liberty’s website into a dynamic, maintainable, easy-to-use resource that illustrates their collective brand identity, highlights the depth and breadth of their product offering and expertise, and serves each of their audiences’ unique needs.
Create a holistic brand image
We designed a website to transform how commercial agents, brokers, and buyers experience the Liberty Mutual Commercial brand online, consolidating five disparate entities into a one-stop-shop for commercial and specialty insurance and surety solutions. With a singular front door for all businesses, the new site conveys a unified approach that promotes clarity and transparency. Multi-level navigation emphasizes Liberty’s service offerings rather than its organizational structure or subsidiary brands, giving visitors a clear understanding of the Liberty brand while supporting the cross-selling of products and services This included integrating surety’s global offerings and creating dedicated pages for European operations.
We illustrated their comprehensive industry knowledge by folding all the thought leadership from their previously separate content hub directly into the new site via an insights section with articles relevant to a variety of industries, solutions, and topics.
Streamline customer experience
Tasked with satisfying multiple niche audiences and businesses of varying sizes, we knew that the new site needed to present the right content to the right people and allow for the fine-tuning of content when appropriate.
Our team designed a sitemap with an intuitive structure, making it quick and easy for users to maneuver around the website and find the information they’re looking for. We worked with the Liberty team to create a new insights section where users can filter content based on industry, solution, or topic, allowing each unique audience to easily reach content tailored to their needs.
With an improved content-editing experience that consolidates the entire website management process in one system, Liberty’s new site is more accessible to content marketers, giving them the flexibility to quickly update content, add new pages, and tag content by relevance easily.
Content that drives results
Liberty wanted its site to support existing brokers and end customers and also drive new business efforts.
From our experience working with Liberty on their social strategy, we knew that social media would be an important vehicle in driving new traffic to Liberty’s website. We developed a robust LinkedIn content strategy and roadmap to ensure that their social followers will also discover the new site's offerings as well as continue to gain insights and value from their ongoing publishing of risk management content.
Partnering for a digital-first future
We partnered with Liberty to execute a top-down digital strategy that transformed the flagship business site from a series of microsites into a seamless digital experience, fit for the Liberty Mutual brand.