Case Study
UST helped global benefits administrator transform its website experience
CLIENT
This multinational company provides benefits administration services to more than 1,000 businesses and millions of employee beneficiaries. Following a people-centric, technology-driven strategy, the company has achieved client retention and participant satisfaction ratings in the 90% range.
CHALLENGE
Outdated website needed an overhaul
Our client wanted to transform its simplistic WordPress website to enhance the customer experience. Although the website provided basic content and functionality, it lacked personalization, advanced SEO, and analytics capabilities. There were also issues with the contact form, and the website displayed some content in the wrong geographical region, causing confusion for business clients and employee beneficiaries. The company wanted to engage with a seasoned web development partner to transform the website into a sophisticated digital marketing platform that provided enticing brand content and offered tailored engagement experiences, while enabling non-technical marketing personnel to easily manage the branding, content, SEO, and analytics.
TRANSFORMATION
Delivered modern, responsive, easy-to-manage website
Following a 2-pronged approach, UST Evolve’s web development experts began by stabilizing the existing website, solving contact form and content display issues and adding basic, interim SEO and analytics capabilities. From there, UST kicked-off an end-to-end website transformation project that included:
- Upgrading the website infrastructure— from WordPress Engine to the more flexible, feature-rich Microsoft Azure managed web hosting platform
- Implementing Drupal 10 content management system (CMS)—because it's easy for non-technical personnel to learn and use
- Redesigning the creative branding—with a fresh, modern look and feel in keeping with the company’s brand guidelines
- Revamping and streamlining the site structure—including navigation, taxonomy, and end-user journeys and workflows
- Producing new website content—including copy, images, and videos that clearly articulated and differentiated the company’s products and services in the benefits administration industry
- Deploying SEO capabilities and strategies—so the marketing team can increase content search rankings to boost brand awareness and target audience engagement
- Implementing Google Analytics—enabling the marketing team to understand website traffic to optimize content, marketing campaigns, and online advertising investments
- Performing vulnerability assessment and penetration testing (VAPT)—to ensure a strong security posture across the website
- Conducting performance testing—to ensure the website could withstand a variety of traffic loads and user scenarios
IMPACT
New and improved website enhanced company’s brand and user experiences
In just 16 weeks, the multinational benefits administration company had an elegant, responsive website that showcases its distinct position in the marketplace and elevates its brand awareness. The new clear, concise, authoritative design, taxonomy, and content are helping the company build trust and credibility with its target audiences, while simplifying complex benefits administration concepts and processes with transparent information and user experiences. At the same time, the company’s marketing team can easily manage and optimize content based on detailed analytics and SEO insights to deliver the right content to the right customer segments.