Background

Domina is an insurance broker that has been serving the market for 23 years. Domina’s sister company BCiB (Bowling Club Insurance Brokers) specializes in providing insurance solutions for bowling clubs whilst Domina focuses primarily on business insurance.

Client Issues & Problems

One of the main problems with the existing Domina site was that it lacked the ability for Domina staff members to update the site in a timely and simple manner to ensure higher levels of relevance for audience groups.

The Domina marketing team also believed the existing site didn’t quite reflect their business in terms of its creative and overall look and feel.

Domina also wanted the ability to communicate directly with clients via eNewsletters to help foster stronger relationships.

Solutions & Outcomes

Internetrix provided Domina with a full strategic and development cycle to ensure the new site would reflect their organization, support organizational objectives and fulfill the audiences information needs.

Internetrix generated an Information Architecture (IA) report which detailed the information needs of Domina’s key audiences and incorporated organizational goals into the website’s design. The overall navigation was designed to ensure ease of use for audiences and to ensure clients and prospects were funneled to appropriate conversion points. This report was designed using statistics provided by Google Analytics to ensure decisions were based on actual visitor behavior. The IA report basically provides the skeleton of the website to ensure an overall eStrategy is followed, this increases the chance of converting anonymous website visits into customers as well as fostering interactive relationships with existing clients.

Domina also commissioned Internetrix to complete the creative for their web re-development. Internetrix provided Domina with various ‘concepts’ for their team to choose from. Once a concept was selected, Internetrix revised the concept to ensure it met Domina’s exact specifications.

“We’ve got some great feedback from users. They love the new site. Most of the feedback has been that the site has been very easy to navigate, which is great. They also like the way it looks”

Karen Ferguson – Sales and Marketing Manager – Domina

Internetrix installed their Content Management System (CMS), Freestyle, to allow Domina staff to actively update their site without the need for complex coding or technical know-how. To facilitate Domina’s wish to reach out to their clients via eNewsletter, Internetrix also provided Domina with their eMessaging software, Connect.

Training was also provided to ensure Domina staff could fully utilize these tools.

“The training was really beneficial. I’ve had no problems since in working out what do. It’s just like using word or something. It’s so easy to use,”

Karen Ferguson – Sales & Marketing Manger – Domina

The breadth of Internetrix core service offerings and extensive experience meant Domina was able to simplify their web redevelopment project by using only one professional service provider.