Case Study

Hamilton Fraser

131% increase in user relevant site visits

Case Study

Hamilton Fraser

131% increase in user relevant site visits

increase in user relevant site visits
uplift in traffic from search engines

131% Increase in user relevant site visits

Hamilton Fraser is a specialist insurance provider that required an online presence for their Landlord Insurance & Cosmetic Insurance offerings.

The challenge was to increase visibility for both offerings, whilst ensuring that a distinction between the two was achieved.

It was also important to understand the needs of users for each offering, to ensure an engaging experience.

A user led approach

User interviews were conducted and the existing site was reviewed.

The research revealed that 2 separate websites would be key in delivering an experience based on users’ needs.

From a search perspective, separating the offerings also provided greater potential for visibility online.


The process required rebranding the two offerings as Total Landlords Insurance and Hamilton Fraser Cosmetic Insurance. Subsequently brand guidelines, information architecture and designs were delivered for both.

From inception to implementation, a strategy based on business requirements

Recognising early on that dividing the offerings would provide the greatest potential for success helped to shape the entire strategy. A user led approach also ensured that an appropriate experience was delivered to customers, increasing both visibility and conversions in the long term.

Elixirr Digital took our business objectives and delivered websites that are going from strength to strength.

Natalie Crane,
Marketing & Comms Manager, Hamilton Fraser Insurance

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Sectors: Insurance|Subjects: SEO, UX, Web Development