Employers Direct Redesigns Website for Key Audiences

Aiming to deliver a more streamlined online experience to the four key audiences that visit the company online, Employers Direct Insurance Company (Agoura Hills, Calif.) has redesigned its www.employersdirect.com homepage to address the requirements of policyholders, prospective policyholders, job seekers and the media.

The new site is designed to provide the carrier's most important user groups with access to relevant information with a single click, some of which is digested into customized FAQ sections, according to an Employers Direct source. On the new homepage, four distinct buttons greet visitors. Each button has a sub-navigation drag down menu with content that is customized for each audience.

"The new design allows for a streamlined website," asserts Debbie Laskey, Marketing & Corporate Communications Manager of Employers Direct Insurance Company, and Web site project manager. "To respond to market trends, we positioned the site for our target audiences and have implemented a user-friendly format with intuitive navigation. The result is a useful and measureable marketing tool."

Employers Direct's new site provides visitors with easier access to information about the company's financial strength, management team, and sales and customer service teams, according to the carrier source. The new site also features breaking news in the workers' compensaqtion field, editorials, and recommended links authored by Employers Direct's Mark Webb, Vice President of Governmental Relations of Employers Direct.

The site also features password-protected areas to access claims and loss control forms and other resources in the "policyholders" section, details about the company's strengths in the "future policyholders" section, a recruitment center in the "job seekers" section, and an interactive press center that enables journalists to download press information and make inquiries in the "media" section. In addition, a link from the homepage provides information about Employers Direct's affiliated company, Plenary Insurance Services, an employee benefit consulting firm.

"Today's challenging economy demands that we have a mechanism to interface with existing and future policyholders. Our website is that mechanism, and it allows us to have an ongoing dialogue with all of our visitors so that we can provide the content that they need to remain competitive in their industries," comments James E. Little, Chairman/President & CEO of Employers Direct Insurance Company.

Anthony O'Donnell has covered technology in the insurance industry since 2000, when he joined the editorial staff of Insurance & Technology. As an editor and reporter for I&T and the InformationWeek Financial Services of TechWeb he has written on all areas of information ... View Full Bio