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A Digital Silk case study shows how a conversion-focused redesign helped Zywave grow lead submissions 135% and convert its existing search visibility.
Published: July 27, 2026
Key Highlights
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Zywave’s average monthly lead form submissions grew 135% after a phased, conversion-focused website redesign by Digital Silk.
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Converting users per month rose more than 115%, while homepage click engagement grew 60%.
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The redesign restructured navigation around user goals instead of internal product categories, and converted non-crawlable PDFs into indexable content.
Miami, FL – June 30, 2026 – Zywave, an insurtech platform serving insurance brokers, carriers and service providers, had built strong organic search rankings.
But its website wasn’t converting that visibility into business.
Dense, product-first navigation surfaced more than 20 solutions before visitors found a clear starting point. A generic demo form sat at the bottom of the homepage, with no dedicated landing page or follow-up.
Legacy technical debt made things worse. Heavy reliance on non-crawlable PDFs limited the site’s presence in emerging AI search engines.
Zywave partnered with Digital Silk on a phased redesign focused on conversion, audience-driven navigation and search visibility. The homepage launched first, to meet a hard deadline tied to a major company event.
Table of Contents
A Product Catalog That Wasn’t Built to Convert
Before the redesign, Zywave’s site ranked well for branded and industry terms. Most visitors still left without taking action.
Top pages carried high bounce rates. Few role-specific calls to action guided visitors forward.
The core issue was structural. Audience hubs were organized around internal product categories, not user goals. That friction caused visitors to drop off early.
A Phased, Conversion-First Approach
Digital Silk started with a strategy review of analytics and heatmap data to prioritize the highest-impact pages.
The homepage came first. It introduced a clearer, audience-aware value proposition and an in-hero lead capture form.
Later phases rebuilt the audience hubs around user goals, standardized product pages with role-relevant CTAs, and turned static PDFs into indexable content.
| Metric | Change |
| Avg. monthly lead form submissions | +135% |
| Converting users per month | +115% |
| Homepage click engagement | +60% |
| Homepage bounce rate | ~21% (near half the site average) |
- Table 1. Zywave Website Performance, ~5 Months Post-Launch vs. Pre-Launch Baseline
Lead submissions grew the most, up 135%. Converting users rose more than 115%, and homepage click engagement climbed 60%.
Bounce rates tell a similar story. The homepage now sits near 21%, about half the site-wide average.
“The redesign was built to convert the visibility Zywave had already earned, rather than add more traffic on top of an experience that wasn’t designed to capture it,” said a Digital Silk strategy lead on the engagement.
“Aligning navigation and page content to what each audience was actually looking for was the structural piece that needed to change.”
The engagement also built Zywave’s first formal CRO program, including click tracking and A/B testing. An early hero-copy test ran across roughly 12,000 visits and converted at about 4.5%.
Returning visitors now make up a slight majority of site traffic, a sign the redesign is building habitual engagement, not just one-time conversions.
About Digital Silk
Digital Silk is an award-winning Miami web development agency focused on growing brands online. With a team of seasoned experts, Digital Silk creates digital experiences through strategic branding, custom web design and digital marketing services to help improve visibility and support engagement.
Media Contact
Nadia S.
Content Specialist
Tel: (800) 206-9413
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