Insurance by Anderson is a family-owned independent agency in Southfield, Michigan, with a legacy that runs back to 1950. Independent is the operative word: they aren’t tied to a single carrier, which means they place policies across a roster that includes Auto-Owners, Liberty Mutual, Travelers, Foremost, Michigan Insurance Company, Accident Fund, Atlantic Casualty, and CNA Surety.
They write personal and commercial lines — auto, home, life, watercraft, and business — for clients across Michigan, and a good share of that book has been with them for decades.
We built Anderson’s first website more than ten years ago, and for a long stretch it did its job. But a decade is a long time on the web. What looked current then looked dated by the time phones became the way most people found an agent, and the site had drifted out of step with how the agency actually presented itself in person.
There was no failure to fix here and no crisis to solve. Just a well-run business whose website no longer matched it — which is its own kind of problem, because for a prospect comparing three agencies, the website is the entire first impression.
They didn’t shop it around. They called us.
This is a brochure site, and we built it like one — no custom programming, nothing to maintain that doesn’t earn its keep. What it needed was a clear structure, modern styling, and copy that sounds like the people who answer the phone.
Each line of business got its own landing page with its own voice: Keeping You Safe on Every Road for auto, Safeguarding Your Home, Securing Your Future for homeowners, Protecting Your Business, Powering Your Growth for commercial, and Coverage That Cares for Generations for life. Each one ends in a quote request, so there’s never a page where a visitor has to go hunting for what to do next.
We also built a client resources area that puts carrier claim and payment portals one click away — the thing existing clients actually come to the site for — and a careers page with real listings, because the agency is hiring and a website ought to help with that too.
Anderson now has a site that reads the way the agency behaves — personal, unhurried, and clear about what it covers. Quote requests come in against the right line of business. Existing clients get to their carrier portal without calling the office. The careers page carries real openings.
We’re proud of the work, but we’re prouder of the phone call. In this business, a client who comes back a decade later has told you something a testimonial can’t.
