Web Design and Development Case Study for Sussex Insurance - Forge and Smith
About The Organization

Sussex Insurance has been an established, innovative leader in the insurance industry in British Columbia since opening its first location in North Vancouver in 1976.

  • Improve brand equity and online reach.
  • Improve overall aesthetic and user experience and to make the site more engaging.
  • Improve overall site architecture and navigation to enable easier browsing and a more frictionless experience.
  • Dramatically improve the experience and usability of the Locations Finder via robust Google Maps API integrations.
  • Improve business lines navigation to ensure focus is on Auto with strong callouts for quotes on Home, Business, Marine and Travel.
  • Improve SEO performance.
  • Implement a fully responsive solution backed by WordPress CMS.
  • Direct Traffic

    + --% Increase
  • Minutes on Site

    + --% Increase
  • Social Referrals

    + --% Increase

Phase 1


Sussex Insurance came to us with recent growth and a need to update and improve the accessibility and functionality of their website to support a stronger digital strategy. They needed a mobile-friendly website that included communication tools for employees.

We were able to restructure their content and provide a more intuitive set of navigation and self-serve tools, including direct quotation requests, a store locator, careers section with postings management, and a staff back end. Sussex team members now have a separate login area for news, pertinent forms, brand standards, employee manuals, and more, improving communication between corporate and franchisees.

Phase 2

Style Concepts

Sussex had an established and recognizable logo, and a colour palette that incorporated blues. They wanted a friendly feel to their new site that would be more appealing to a large audience.

Sussex Insurance serves British Columbians in all age groups, across every socioeconomic background. It was important that their website was designed to welcome anyone who might need insurance services. We proceeded with a design that incorporates softer typography, icons, and a clean, and simplified design. These combine with intuitive UX to make a site that is easy to navigate and aesthetically pleasing, which helps make the insurance products and concepts easier to retain and understand.

style concepts

Phase 3

Bringing it all Together

The new Sussex Insurance site bolsters their brand and digital strategy by making content more accessible, information more readily available, and getting quotes and updates a fully self-serve reality.

The new services section puts the insurance products options front-and-centre. Greater access to nearby locations through the store locator means that visitors can get help with the services they need more quickly. Employees, franchisees, and head office team members benefit from direct, single-point access to critical documents and internal communications. The 'Join our Team' section gives Sussex a platform for driving the growth of their vibrant, rapidly expanding team.

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