Gray Surety: An Insurance Website That Drives Growth
Built on a strong brand, Gray Surety’s new website is a powerful tool for attracting and retaining top insurance agents.
With headquarters in Louisiana and nine regional offices nationwide, Gray Surety provides innovative commercial and contract surety bond solutions that agents and clients can depend on.
The company is focused on serving agents who represent emerging and midsized contractors, but its previous website wasn’t engaging the right audience. Gray Surety’s busy underwriters were spending time following up with people they couldn’t assist, while qualified prospects found the site uninviting and hard to navigate.
The Lightstream team delivered a state-of-the-art website redesign that streamlines the user journey and serves as a reliable platform for growth. Three months post-launch, the site is already exceeding industry benchmarks for user engagement.
A Clean, Modern Look
Our skilled in-house design team captured Gray Surety’s key brand signals – like its use of safety orange as an accent color and the bold capital G in its logo – and artfully integrated those elements into a fresh new interface.
The curvilinear outline of the G became a cohesive motif that enhances visual interest and page readability. Vibrant photography throughout the site shows insurance and construction professionals in action, while crisp infographics help to tell the brand story.
To further optimize user experience, we simplified the overall site structure, implemented intuitive navigation for desktop and mobile browsing, and provided high-visibility calls to action.
Tailored, Informative Content
The website needed to speak directly to insurance agents, so every piece of copy was crafted with that audience in mind.
First and foremost, we spelled out Gray Surety’s product offerings and industry credentials in language that’s clear and concise but not overly simplistic.
Additionally, we created a blog and seeded it with original articles that demonstrate Gray Surety’s thought leadership at a specialized B2B level.
Top-Notch Security and Accessibility
Lightstream built a fully customized and hardened open-source website with enterprise-level security features and continuous compliance with web accessibility standards.
Many proprietary content management systems (CMS) sites offer security at two points: the network and the server. The websites we build include a third layer of security that defends the site itself against data breaches and other cyberthreats.
All our websites also adhere to the latest Web Content Accessibility Guidelines (WCAG), and we help our clients maintain compliance with free scans and reporting every six months.
As a business built on trust, Gray Surety can enjoy extra peace of mind knowing its online presence is protected and barrier-free.
Results
Our client is delighted with the new website’s look and feel – and the initial analytics that show it’s already exceeding industry benchmarks for user engagement.
Other web developers might have one or two insurance clients. At Lightstream, your industry is a major area of focus. Since 2008, we’ve helped numerous general and specialty insurers build brand value, deepen relationships with policyholders and agents, and achieve their business objectives. Let’s work together to build a website for today and tomorrow. Start a conversation today.
