The Ferris Agency website redesign began as a response to a major issue: a bloated and disjointed site structure that made it difficult for users to navigate or find relevant insurance information. Their previous website had layers of overlapping content, inconsistent navigation, and scattered service details that overwhelmed visitors and created serious friction in the user journey.

Using PageSpeed Insights, Google Analytics, and SEMRush, I was able to assist in the creation of an optimized and well-developed website.

Simplifying Architecture and Enhancing Usability

I partnered closely with the Ferris team to completely restructure the website’s information architecture. Our goal was to create a cohesive and intuitive experience that served both new visitors and returning clients with clarity and ease.

We removed redundant content, clarified navigation pathways, and reorganized the service offerings to reflect a more intentional and digestible structure.

Local SEO Strategy

Alongside the structural redesign, I developed a localized SEO strategy tailored specifically to Ferris Agency’s target regions and service areas. This included optimizing on-page content for high-value local keywords and ensuring accurate, consistent listings across major local insurance directories and business directories for the Rochester, NY area.

Applying Key CRO Principles

By applying key UX and behavioral design principles, such as Fitts’s Law, we minimized the time and effort required for users to find and act on important information. The original site’s cluttered layout and overwhelming calls-to-action were replaced with a minimalist design focused on clarity, flow, and user intent.

We introduced a well-defined content hierarchy across all pillar pages and strategically placed contact forms at high-conversion decision points. The clean layout not only improved aesthetic appeal, but also ensured faster load times and better accessibility while maintaining alignment with the Ferris brand identity.

Results

Within the first six months of relaunch, the Ferris Agency saw:

18% increase in organic traffic, driven by improved site structure and local SEO
28% boost in lead generation, reflecting a streamlined user journey and stronger conversion pathways

This project demonstrates the power of blending local SEO strategy with user experience design to create digital environments that are optimized for search engines.

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