Michigan-based Ulliance has been helping companies create a culture of total well-being since 1991. For nearly 30 years they’ve provided employee assistance programs, wellness programs, training, career transition services, organization development programs and crisis management support. Their programs currently serve nearly one million people in 260 organizations across the United States, Canada, Mexico, Brazil, and Europe.
Improve their website to include up-to-date branding (new colors, fonts, logo and photography), as well as SEO-rich, helpful, on-page content to improve search engine performance and assist visitors with research/purchasing decisions. We were also tasked with improving the overall visitor experience with better site architecture and navigational elements.
The research phase of the project included interviews with key subject matter experts at Ulliance to better understand the brand and what visitors needed to get out of the website. We discussed frequently-asked questions that came up during the sales process and how the website might help answer those questions more quickly.
Our inbound and content specialists then completed extensive audits of their existing digital content. We partnered with Ulliance’s marketing, sales, and operations team members to help them understand how we could adjust and use the content we found and recommended new content that should be created. We then shifted our attention to the site architecture to improve user experience.
Our research led us to write, design and develop dedicated pages for human resource managers, benefits managers and plan brokers. We developed additional content about the long history of the company as well as resources that spoke to areas of concern that were top of mind for their buyers. One our our biggest efforts on this project was around building two resource pages dedicated to wellness programs and EAPs. These pages will position Ulliance as thought leaders and experts, and will greatly improve their search rankings for important key phrases. Finally, we added improved functionality for blogging.
We more than doubled the content and resources found on the site, which has resulted in a better experience for new visitors and returning customers alike. The improved content has also helped with SEO ranking.
The new website is streamlined, modern, and consistently-branded. We stripped away unnecessary elements like dated color treatments and added data visualizations to convey a simple, yet polished look. The new site is a light, warmhearted approach to human resources and total well-being.
At the end of our project, Ulliance had a highly functional, customer-targeted, modern website that made them proud and represented their brand well.