zywave
Turning Search Visibility Into A Conversion-Driven Demand Engine
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Zywave is a Milwaukee-based insurtech company serving insurance brokers, carriers and service providers, but the website wasn’t converting organic visibility into qualified leads.
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We led a phased, CRO-driven redesign of the homepage, audience hubs, product pages, and resource experiences to improve lead generation.
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Within five months of launch, average monthly lead form submissions rose about 135%, converting users per month increased over 115% and homepage click engagement grew approximately 60%.
The Challenge
Despite healthy organic visibility, Zywave’s website struggled to convert traffic
into qualified leads due to complex navigation and fragmented user journeys.
into qualified leads due to complex navigation and fragmented user journeys.
High Traffic, Low Conversion Performance
Although the site ranked well for branded and niche industry keywords, visitors rarely progressed into leads.
Key pages showed high bounce rates, weak engagement and lacked role-specific calls to action that guided users toward conversion.
Complex Navigation And User Journeys
The site architecture prioritized exposing more than 20 solutions upfront, relying on dense navigation and large menus.
Audience experiences for brokers, insurers and service providers were based on internal product categories instead of user intent, creating friction and increasing drop-off.
Ineffective Demo Experience
The demo experience lacked a dedicated landing page and used generic forms that didn’t adapt to different audience types.
After submission, users reached a passive thank-you page with no follow-up journey, trust-building content or lead nurturing process.
Technical Limitations Impacting Discoverability
The Solution
Our team redesigned Zywave’s website to improve conversions,
strengthen SEO performance and create clearer user journeys.
strengthen SEO performance and create clearer user journeys.
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Redesigned The Information Architecture Around User Goals
Navigation and page structure shifted from a product-first approach to an audience-first experience.
The new architecture reduced cognitive overload, helping brokers, insurers and service providers find relevant solutions faster through clearer pathways and simplified decision-making. -
Refined The Homepage To improve Positioning & Conversion
The homepage was redesigned with a clearer value proposition, improved heading hierarchy and concise product storytelling.
Web design navigation was simplified and structured to better support user exploration, while making content more accessible for both search engines and AI discovery. -
Developed Personalized Audience & Product Journeys
Audience hubs and core product pages were rebuilt around buyer intent rather than internal product categories.
Pages introduced role-specific CTAs, stronger above-the-fold messaging, guided content experiences and supporting proof points to drive engagement and increase conversions. -
Optimized The Demo Funnel & Conversion Experience
We created a custom website design and optimized the conversion paths to reduce friction and encourage action. Dedicated demo experiences, role-aware CTAs and improved post-submission journeys created a more intentional lead generation process. -
Modernized Content Infrastructure & Enabled Scalable Growth
Resource pages previously locked inside embedded PDFs were rebuilt into structured, crawlable web experiences.
Combined with phased delivery and continuous validation through analytics and heatmaps, the new site improved SEO potential, increased AI search visibility and maximized long-term growth.
The Results
Within five months of launch, the redesigned website increased engagement and improved conversion performance.
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+135%increase in monthly lead form submissions
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+115%growth in converting users per month
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+60%rise in homepage click engagement
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