Work: Automated Benefit Services
Simplify the experience.
Typically, understanding health plans and benefits management is difficult for many small business owners. Automated Benefit Services (ABS) wanted to create clarity around this confusing subject and make it easier for business owners and brokers to get the services they needed. We supported them through a complex website design, developing new copy and working collaboratively with their web designer to improve the overall user experience.
We developed multiple Brandscripts for clients, agents and providers, working through each of the 7 parts to discern the problems and goals of each audience. This work served as the foundation for all future content developed for the website and other marketing collateral.
StoryBrand Brandscript
Using the Brandscript and existing industry content, we developed new copy for the entire website. We worked with the sales and customer service teams to determine what audience groups actually needed from the website and used customer service data to drive decisions around content hierarchy. We closely collaborated with the web design team to align copy needs and ensure StoryBrand layout principles were fully utilized.
Website copywriting
Image curation
Based on ABS’ Brandscript and target audiences, we curated a library of images that reflected a diversity of sectors and business sizes, as well as ensured alignment with ABS’ parent company brand standards.
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