Canopius
Sally Coryn, Head of Business Development for Canopius, outlined the aims for their re-launched website as: "We hope that the new site becomes a useful resource to our brokers, clients, the media and other stakeholders and will become an important element of our business development plan." In addition, Canopius wanted to create a destination that not only reflected their brand DNA and industry-strength, but also allowed them to stand-out in the highly competitive London insurance market.
Recognising that they have a wide range of stakeholders, from prospective clients to journalists, Graphic Alliance took the time to understand the needs of their search market and the scope of questions posed, which we subsequently sorted into three categories: ‘Who we are’, ‘What we do’ and ‘Where we operate’. By clearly signposting their responses on the homepage, Canopius have ensured that they offer the right solution at the first time of asking.
All content is relevant, informative and considered; as such its keywords and phrases are embedded, thereby maximising Search Engine Optimisation. A ‘News’ section allows Canopius to update the market as appropriate, whilst keeping site content fresh and dynamic.
Central to Canopius’ requirements was the ability to find members of the team easily. As such Graphic Alliance created a three-tier filter, allowing the enquirer to search by ‘business area’, ‘location’ and ‘individual’. The system intuitively narrows the possibilities available based on the options chosen. Thus, selecting ‘Casualty Treaty’ in ‘business area’ shortens the list of ‘locations’ to London and Singapore where this speciality is offered (and with it relevant staff).
To make the site flexible Graphic Alliance integrated it with our in-house Content Management System (CMS), thereby allowing Canopius to update the site when they need to. This means the website can develop with the business, both now and in the future.
By combing bold, robust colours with interactive design Graphic Alliance have promoted Canopius’ core values in the most compelling way, thereby ensuring that the site is, and will remain a strong commercial ambassador for Canopius in the wider market.
Please visit www.canopius.com
