B2B Branding, Website, and Ongoing Marketing for Actuarial Firm

Website redesign for UX and lead generation

Following the brand overhaul and new logo design, Bop Design created a new website design that incorporated the updated visual and messaging guidelines. While the previous website was generating quality leads, communicated the firm’s value proposition, and was easy to update], it didn’t position the firm as a tech-forward innovator partnering with insurance entities.

The main focus for our design and content teams was to bring forward the technology capabilities of Perr&Knight and put those front and center on the website. We did so by incorporating the plus sign icon from the logo and carrying that across the website as icons, backgrounds, and interactive elements. Our team leveraged the new color palette to differentiate sections on the website and highlight important features like CTAs, services, and resources. The usage of ones and zeros, like computer code, is a subtle nod to the firm’s tech-forward approach and the software solutions they offer to the insurance industry.

Perr&Knight’s new tagline “Driving insurance forward” was a key message the firm wanted to see present on the website as well. The client wanted to avoid using stock photos of unknown models as it didn’t reflect their commitment to building relationships, both with their clients and with their employees. So instead, we reinforced the tagline through the use of imagery and elements that reflect speed and forward movement.

To highlight the firm’s impressive, growing team of experts and high-touch service commitment, we created a new leadership section to build credibility and trust with prospective clients. Our design team worked closely with the Perr&Knight team to create uniformity across all the bio pictures and present a cohesive presence, even with a team dispersed remotely throughout the U.S.

The Insights section of the website, which showcases an ever-growing library of valuable resources and thought leadership (many of which was created by the Bop content team), was redesigned for improved usability. All brochures, datasheets, presentations, guides, and whitepapers were updated with the new branding in preparation for the website launch. This cohesive design across digital assets ensures a seamless experience for clients and prospects.

Year-over-year results from the new website launch include these stellar results:

• 168% increase in contact form submissions
• 193% increase in consultation requests on the website
• 125% increase in sessions
• 84% growth in organic search traffic

Addressing key buyer personas

While Perr&Knight has a strong reputation for actuarial consulting for insurance firms, they wanted to ensure that prospects and existing clients saw the true breadth of their solutions and could easily find the information on the new website.

To address their target buyers of insurance providers, insurance startups, and insurtech firms, we created a “Who We Help” section that is present on all the services pages and gives a clear visual representation of who they partner with and how each buyer persona would benefit from their solutions.

For existing insurance providers, regardless of size or regional presence, the new Services section on the website is designed to showcase the various services Perr&Knight provides in addition to actuarial consulting. The drop-down is neatly arranged to give a high-level view of services the firm provides. In addition, on each main service page, there is breakdown of the consulting services with a short description of what is typically part of those consulting engagements. This section advises existing insurance providers and current clients of the range of related services that the firm offers.

For start-up insurance firms and insurtech firms looking to enter the insurance market, the website has several sections that speak directly to their needs. The first is an insurance product development page that discusses how they can assist newer firms “get off the ground” with a potential product. The second section is the Insights tab in the navigation that houses all the thought leadership articles, guides and white papers, brochures, latest news and events, and email newsletters. As an experienced insurance consulting partner with active relationships with all state department of insurance organizations, Perr&Knight has the insights and market knowledge to assist start-up insurance firms in evaluating, designing, and bringing to market new product offerings.

In addition to the bold Contact button in the main navigation inviting ideal buyers to set up a consultation, the website utilizes various calls-to-action throughout the pages encouraging website visitors to talk to the experts at Perr&Knight. While these function as a clear directive of next steps for a buyer, the messaging also showcases the firm’s knowledgeable team. The Insights section is another top-of-funnel conversion tool, offering downloadable resources created to educate and inform prospective clients about the industry.

SEO keyword strategy to target interested buyers

Even with the advancement of LLM and AI search, search engine optimization and targeted buyer terms are still highly effective to connecting and bringing ideal prospects to the B2B website. For search engines of all kinds, the keyword strategy and content drafted around the keywords help the search engines understand what the site is about and who the audience is that can benefit from the content.

During our first B2B website project with Perr&Knight, we worked closely with the consulting firm to determine ideal buying terms like “actuarial consulting” and “actuarial consulting firm.” As this is their largest service offering and often the first engagement with a client, these were prioritized.

For the second website project, we did not simply implement the same keyword strategy. Rather, we went through the exploration of key terms and primary buying needs for their target market. While actuarial consulting related terms remained a high priority, the firm wanted to further distinguish their software solutions for state filings, statistical reporting, and bureau monitoring. Not only were these software solutions a huge value-add for clients engaged in actuarial consulting partnerships, but they support the messaging that Perr&Knight is driving insurance forward with technology.

Since many government organizations lack effective, user-friendly technology tools, our SEO team researched and incorporated software specific terms – including “insurance software” and “insurance state filing software.” Integrating these terms, along with a dedicated software section on the navigation, ensures that the website attracts and engages buyers looking for these software solutions.

The new SEO strategy included keyword focuses for each page, hierarchy, optimized H1s, and all related meta titles and descriptions to ensure the new B2B website functioned well for visitors to the site and gave search engines the necessary information to display relevant pages to buyers searching online.

The strategy proved effective and Perr & Knight continues to have several top rankings in search results, including:

• 7 keywords in the top 3 rankings
• 13 keywords in the top 10 rankings

With SEO-optimized content and strong thought leadership, organic traffic continues to grow and lead quality continues to be strong.

Branded assets for cohesive look and feel

A major component of the brand revamp and logo update, along with the new website, was updating all brand assets. Not only did Bop Design update the look and feel of digital marketing assets like brochures and guides, we also took on updating all branded materials – even those outside of traditional marketing materials.

Perr&Knight was excited about the new brand and wanted to go all-in it by carrying it through to create a cohesive look and feel for prospects, clients, and their internal team. Having been in business for almost 30 years, there were a slew of assets that needed updating and brand standardization. These included new conference booths, pull-up banners, office stationery, pens, conference and employee giveaways, video conference call backgrounds, table throws, and business cards to name a few. In this capacity, Bop Design acted as Perr&Knight’s in-house design firm to ensure continuity, consistent applications of the brand and logo treatments, and expertise for high-value printed pieces.

For conference and marketing materials, Perr&Knight’s clients and prospects now enjoy a consistent, seamless experience and the branding matches the expertise and quality services and technology platforms the actuarial firm provides. The internal human resources team and leadership also leverage the new brand assets to welcome new team members with branded coffee mugs, pens, and more – ensuring a new employee’s experience is welcoming, professional, and confidence-building.

Ongoing digital marketing & lead generation

Following the first website launch almost a decade ago, Perr&Knight started an ongoing marketing partnership with Bop Design to continually attract new traffic to the website and to generate more leads. Here, we get into the ongoing digital marketing tactics employed to build the lead pipeline for the insurance consulting firm.

Launch content marketing program

Building on the robust SEO strategy implemented on the first website launch for Perr&Knight, we crafted an editorial calendar to harness the internal thought leadership at the actuarial consulting firm and to position the firm as a knowledgeable resource for insurance companies. The foundation of the thought leadership strategy was an editorial calendar that included topics around specific buyer intent keywords, competitive research, and the expertise of the Perr&Knight team.

As the actuarial firm has a broad suite of service and software offerings, the editorial calendar is broken up into focusing on different service offerings. The target audience for each service offering varies slightly according the lifecycle stage of the businesses Perr&Knight serves. For example, Perr&Knight offers actuarial consulting for multiple business lines – including property and casualty, accident and health, and alternative risk financing. As such, we tailored different topics to speak to broader topics and to address more current challenges in specific markets like auto insurance or life insurance. Additionally, Perr&Knight works with both large, national insurance firms and smaller state and regional insurance companies – so the topics are diversified to resonate with each buyer persona and the challenges they face in their business.

The team at Perr&Knight was dedicated to creating helpful thought leadership and relied on Bop Design to interview their team, draft articles, and follow-up to get approval for publishing on the site. At the outset of the ongoing marketing project, we were publishing two articles a month for the team, but with the expansion of their team and ease of creating blogs based on a short interview with our copywriter, we have increased the monthly volume of blogs to three to four a month consistently.

The success of the content marketing program is continually represented in the monthly leads generated via the website. The website and ongoing marketing generates 25+ marketing qualified leads each month via the contact form and the consultation requests. These are leads requesting a particular service or software solution from Perr&Knight.

Custom content offers to capture top-of-funnel leads

As part of the ongoing marketing strategy for Perr&Knight, Bop Design included the creation of robust content offers for download that featured the valuable thought leadership of the team. These were designed to capture top-of-funnel leads, or those website visitors fitting their ideal buyer who was interested in the services of Perr&Knight but not necessarily ready to speak the business development team yet.

Initially, the guides were created four times a year and were made up of blogs repurposed into longer content pieces. Several years into the engagement, Perr&Knight wanted to expand to create additional resources for download that addressed new and more service lines. As of today, the actuarial consulting firm has a large digital library of resources for website visitors and a mix of both gated and ungated content to nurture prospects from top-of-funnel interest all the way through specifics about program implementations.

A particularly well-performing content download is the Insurtech 101 Guide. As the team at Perr&Knight is driven by innovation and committed to new technology, they saw the potential expansion of a small niche of insurtech firms or technology firms looking to provide solutions to the insurance industry. The team worked with Bop Design to initially craft all the content as several educational blogs and then repurpose the content into this Insurtech 101 Guide. The guide has been updated regularly over recent years to include any new technology and has consistently generated 8-10 top-of-funnel leads each month, while also positioning Perr&Knight as the premier partner for insurtech firms to launch new products.

LinkedIn ad campaigns to target buyers in the insurance industry

When it comes to digital advertising, there are a host of platforms and it’s easy for companies to end up spending large budgets with very little ROI to show for it. For firms in the B2B space, LinkedIn advertising to a target audience of ideal buyer personas has shown to provide the best return on investment for minimal spend. Through a LinkedIn ad campaign, a brand is able to set parameters around who they’d like to see the ad including job titles, company industry, size of company, special interests, and more.

With Perr&Knight’s strong thought leadership creation as part of the content marketing strategy, Bop Design leveraged those pieces in LinkedIn ads to their target market. We set up a target audience that included key decision-makers in the insurance industry. The target audience included legal and compliance teams at companies that operated in the insurance space.

LinkedIn ads have proven great ROI for the actuarial consulting firm and continues to be a monthly tactic for driving traffic to the latest thought leadership created by the Bop and Perr&Knight team. The results include:

• 286% increase in LinkedIn ad-driven website sessions
• 191% increase in LinkedIn referral traffic
• 1.69 million ad impressions and 18,500 clicks to the website

In addition to a continuous flow of traffic to the thought leadership via the ads, the visitors to the site from the ads are engaged and interacting with Perr&Knight’s content – learning more about their service and software solutions.

Monthly email marketing for lead nurturing

Continuous outreach to an owned list of past and present clients, as well as interested prospects is crucial to keeping a brand top-of-mind for new and upcoming projects. Another element of the monthly content marketing strategy for Perr&Knight was the creation of a monthly newsletter and consistent email campaigns. The email newsletter created by Bop Design included various content pieces including recent thought leadership articles, new content offers, service brochures, company announcements and other relevant insurance industry news.

Perr&Knight’s monthly newsletter now reaches over 12,000 recipients and is sent on a monthly basis. With an impressive average open rate of 24% and 3,000+ clicks per email, the newsletter is a powerful tool for engaging both existing clients and prospects. For example, one newsletter recipient stayed on the list for five years without engaging – until she finally reached out, leading to an $80,000 contract.

On-page SEO and rankings monitoring

Search engines are continually adjusting algorithms and user search behavior shifts over time, so continuous attention to SEO is critical to ongoing success for attracting organic search traffic to the website. Each month we review the current SEO rankings for the ideal search terms for Perr&Knight. The search terms, as mentioned above, are based on what their target audience is searching for when looking for the solutions the actuarial firm provides.

Over the past 10 years of working with Perr&Knight, we’ve recommended:

• Expanding keyword terms to include new solution offerings like “Insurtech” related terms.
• Refreshing and updating the layout of pages on the B2B website to include their expanded software offerings
• Creating new thought leadership articles to address keyword phrases and crafting new premium content downloads to convert more website visitors into leads.
• Craft more content around well-performing keywords to explore all assets of the topic and encourage visitors to convert.
• Creating unique sub-pages for major services to boost the authority of the main pages and increase their rankings in search engines results pages.

The continuous focus on SEO and frequent monitoring have ensured that Perr&Knight has maximum visibility for ideal terms – even when competing against much larger firms offering the same services. Currently, the SEO efforts have the Perr&Knight website in the top 1-5 positions for 8 of their ideal buying terms.

Bop Design has continually maintained the SEO of the Perr&Knight website and implemented all best practices from a technical and a content standpoint. As such, the website is shows up in many AI overviews for those searching for their solutions.

Paid search ads on Google and Microsoft

We believe in a well-rounded marketing strategy to cover all bases – which includes paid search ads in addition to organic SEO. While the majority of Perr&Knight’s website leads come from organic sources, we recommend a presence in search ads to ensure the firm is visible for all ideal searches.

Our Google and Microsoft ad campaigns have helped Perr & Knight’s lead generation efforts significantly. We fine-tune campaigns to ensure efficiency and alignment with organic SEO efforts. This approach led to a 161% increase in Google Ads-driven traffic.

These paid search efforts not only increased visibility but generated high-quality leads actively searching for actuarial consulting services.

More than a decade of results

Perr & Knight’s partnership with Bop Design demonstrates the power of consistent, strategic marketing over time. Through an expertly designed B2B website, data-driven content marketing strategy, and focused advertising strategy, Bop has helped Perr & Knight achieve:

• Increased website traffic & search rankings
• Higher lead conversion rates
• Stronger thought leadership positioning
• Greater brand awareness across multiple channels

With nearly a decade of collaboration and measurable success, Perr & Knight continues to trust Bop Design as its go-to marketing and design partner to drive results, year after year.