Blue Herring

Doing Life Insurance Differently Comes to Life with a New Brand & Lead-Generation Website


When the founders of this insurance sales company came to Vital, their digital presence wasn’t communicating their brand values of radical transparency and trustworthiness — and their website wasn’t generating any leads. We helped them reinvent themselves with a new name and brand identity, then built them a website that effectively communicates their competitive difference and acts as an engine for online inquiries.


In a competitive landscape dominated by corporate behemoths and online newcomers, Blue Herring needed to stand out. Vital’s design team created a friendly, colorful look and feel with un-fussy illustrations and subtle but fun animations. Our content strategists developed a messaging hierarchy that allows Blue Herring to filter complex concepts through simple, impactful, benefit-focused copy.

It’s one thing to tell customers they can trust you to get them the best insurance policy at the best price. (After all, that’s what all the competitors say.) It’s another thing to demonstrate it, through graphics, statistics, customer testimonials, and interactive calculators. The Blue Herring website has it all, strategically guiding visitors through awareness and consideration to reaching out to a sales specialist.

We like to say we build “beautiful sites that work,” and the Blue Herring site is no exception. The site structure and content are designed to maximize search traffic for high-value keywords, and the navigation and user experience (UX) design make it super easy for users to find the information they need. Everything is optimized to drive conversions, from the shape, color, and copy of the action buttons to the chat functionality and low-friction forms. It’s all built on a super-flexible Wordpress Block Editor backend for scalability and easy site updates.

Can one website transform a decades-old industry? Well, it’s a start. More than that, the Blue Herring website is home base for the company’s digital marketing strategy, a platform for capturing leads and conversions, and a scaffold for long-term growth. We can’t wait to see what comes next.

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