Insuring success with a user-focused website and managed migration

Alan Boswell Group (ABG) is a respected insurance and financial services broker. Having worked successfully with them for several years to build and optimise their previous site, we were tasked with a full redesign - building on past strong results to push the site forward.

We evolved ABG’s existing brand style, creating a more contemporary, flexible visual system with subtle enhancements that improve both engagement and usability. A comprehensive UI kit underpins the design, ensuring consistency across the site and supporting any future projects.

To give ABG’s marketing team greater autonomy, we built a responsive, modular content system. Blocks can be added, reordered and adapted as needed, allowing bespoke pages to be quickly created and tailored to the content.

To streamline processes and improve user experience, we delivered a number of bespoke development solutions for ABG:

• Custom middleware that connects the new website with legacy in-house quote systems, enabling customer data to flow smoothly from first click through to final sale.

• A flexible form builder with the ability to customise inputs, add multi-step logic and tailor forms to specific services, allowing the team to quickly adapt to changing requirements.

To improve usability and search visibility, we created content hubs that group ABG’s evergreen articles into clear, navigable collections. We also refreshed the article templates themselves, enhancing readability and adding jump links to help users find the information they need quickly. Together, these updates make it easier for users to explore content and support long-term SEO performance.

Our search team played a central role throughout the project, providing consultancy on all key decisions during the design and build phases.

As part of the pre-launch preparation, we carried out a full technical audit to identify and eliminate legacy SEO issues and technical debt. We ensured schema was implemented correctly, managed a comprehensive redirect strategy, and worked closely with the development team to prevent any disruption to search performance.

To support performance tracking, we audited and documented key GA events and conversions, maintaining continuity across the migration. Post-launch, we provided ongoing monitoring and reporting, flagging issues early, offering clear diagnostics, and providing guidance for ABG's teams on key performance indicators.

The project was a fully integrated effort, with our directors, designers, developers, account and search teams working closely alongside ABG’s in-house teams from the outset. The result is a flexible, fast, modern site that delivers a significantly improved user experience.

Early performance indicators are positive and our migration strategy has successfully preserved search visibility and rankings post-launch. The new content hubs have boosted impressions and engagement data also shows increased interaction with the content compared to the previous site.