Industry
Insurance
Model
Services
CHALLENGE
Navigating Change, Inside and Out
When Renaissance Benefits needed more than a website refresh, they turned to Responsory to lead the way. Armed with research, strategy and a people-first approach, we transformed an outdated site into a modern digital experience that empowers users, strengthens brand trust and reflects the company’s evolution.
Renaissance Benefits recognized their website wasn’t keeping pace with the company’s growth. It no longer reflected their advances in offering a tech-forward benefits experience and a comprehensive suite of ancillary insurance products. The site needed to evolve to better serve users, reduce friction and align with Renaissance’s vision for a modern brand direction.
With a recent change in leadership, came a renewed vision: a more technologically advanced, customer-centric and unified Renaissance. To bring that vision to life, the new website would need to:
- Communicate credibility and nationwide reach
- Showcase a broader, more tech-enabled product lineup
- Empower users to self-serve with confidence
- Reflect a friendlier, more human brand voice
Renaissance didn’t just need a new look; they needed a strategic shift. One that would transform the website from a disjointed utility into a unified brand platform built to educate, support and instill confidence in every visitor.
SOLUTION
Informed by Data, Driven by People
The redesign began with a deep dive into site performance, user behavior and audience expectations. A comprehensive website audit exposed SEO gaps, duplicate content and technical issues. User Experience (UX) studies revealed friction points on key pages.
We paired this data with persona development, segmenting users into five key groups: brokers, employers, employees, individuals/families and providers — each with distinct needs and motivations. To validate and enrich these insights, we conducted stakeholder interviews with teams from Sales, Customer Service, Claims and HR. These conversations helped identify key goals: reduce call volume, improve clarity, reinforce brand trust and make it easier for users to help themselves.
Guided by this research, we laid the foundation for a user-first, compliance-ready site strategy grounded in real audience needs and business priorities.
Persona-Driven Navigation
The new site experience is built around who the visitor is: Individual, Employee, Employer, Broker or Provider. Clear, intuitive pathways, solve both UX and compliance challenges by guiding each user type from the homepage, removing the need for cookies or behavioral tracking.
Self-Service as a Brand Promise
From plan comparison and ID card access to claim form downloads and portal logins, every user touchpoint is built for clarity and independence. Enhanced FAQs, smart forms with routing logic and quick start guides ensure visitors can find answers without picking up the phone.
Messaging That Builds Confidence
Content speaks directly to the user in a way that’s supportive, clear and focused on making benefits easier to understand and use. This includes guidance on how to use coverage, what to expect from Renaissance and why they’re different.
Future-Proof Framework
Built in WordPress, visibility, security, accessibility and compliance features are now baked into the foundation, from optimized and engaging content to robust cookie consent management.
More From This Project
Results
Modern, Measurable and Made to Serve
The launch of the new RenaissanceBenefits.com marked more than just a visual upgrade, but a strategic shift in how the brand connects with its audiences and empowers them online. By combining audience-first navigation with self-service functionality and clear, approachable content, the new site reflects who Renaissance is today: a trusted, tech-enabled partner that puts people first.
Inclusive By Design
The new site integrates advanced cookie compliance tools, an accessibility-friendly user interface and built-in language translation — ensuring inclusivity and regulatory alignment without sacrificing usability.
Empowered Users, Fewer Calls
Clear pathways, logic-driven forms, expanded FAQs and direct portal access were all designed to reduce user frustration. With tools that answer questions before they become calls, the site is helping drive down customer support inquiries.
A Brand Aligned with Its Promise
Approachable messaging, modern visuals and a unified voice now mirror Renaissance’s core values — credibility, service and simplicity. The site tells a more cohesive story, reinforcing trust with every scroll and click.
A Scalable Platform for Growth
Built on a flexible WordPress framework, the site now supports campaign integration, lead generation, job recruitment and evolving compliance needs now and into the future.
Stronger Foundation for Ongoing Optimization
With analytics in place and measurable audience-specific pathways, Renaissance can continuously refine the user journey based on real behavior — supporting long-term digital marketing and sales goals.
The new RenaissanceBenefits.com doesn’t just look better, it works harder. For the business. For its people. And most importantly, for its users.
