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Stand

Year

2024

Industry

Insurance / Fintech

Scope of work

Framer, Form Integration, CMS, Analytics

Timeline

5 weeks

The Brief

Stand Insurance is a modern insurance provider on a mission to make coverage straightforward. Their previous website suffered from the same problem as most insurance sites: dense jargon, confusing product matrices, and a cold corporate aesthetic that made visitors feel like they were reading a legal document rather than shopping for protection.

The redesign brief was clear: make insurance feel like something people want to engage with, not something they endure. Simplify the products, warm up the brand, and create a path from "I need coverage" to "I've got a quote" that takes minutes, not hours.

Discovery & Strategy

Simplification Strategy

Insurance products are inherently complex, but the complexity should live in the policy, not the website. We audited Stand's product lineup and worked with their team to distill each product into three layers: the headline benefit (what it does in one sentence), the key features (what's included), and the detailed terms (expandable for those who want depth).

This progressive disclosure approach means 90% of visitors get what they need from the first two layers, while the detail-oriented 10% can drill down without leaving the page.

Design Approach

Warm Authority

We developed a visual language that balances warmth with authority. Rounded shapes and warm accent colors create approachability. Clean typography and structured layouts project competence. Illustration-style icons explain insurance concepts visually — deductibles, coverage limits, claim processes — without defaulting to stock photography of handshakes and umbrellas.

Development & Build

Quote Flow

The quote integration is the site's technical centerpiece. We built a multi-step form that feels like a conversation rather than an application: friendly questions, progressive input, and real-time feedback. The form adapts based on answers — homeowners see different questions than renters, businesses see different options than individuals.

Every form interaction is tracked through analytics, identifying exactly where prospects drop off. This data feeds back into UX improvements, creating a continuous optimization loop that improves conversion over time.

Results & Impact

Business Results

The redesigned site transformed Stand's digital acquisition. Quote completion rates increased significantly compared to the previous form-heavy approach. Average time-on-site increased as visitors engaged with the simplified product content rather than bouncing from information overload. The warm, approachable design helped Stand differentiate in a market where most competitors look interchangeable.

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Frequently

asked questions

What does a typical project timeline look like?

Full website builds take 6–8 weeks. Migrations from WordPress, Webflow, or Wix ship in 4–6 weeks. Rush projects can launch in as fast as 2 weeks. Every timeline includes design, development, CMS setup, and launch support.

What’s included in a full website build?

Custom design across desktop, tablet, and mobile. Framer development with CMS collections for your content. Form integrations (HubSpot, Zapier, Cal.com). SEO optimization with meta tags and structured data. Plus 2 weeks of post-launch support included.

Do I own the website after launch?

Yes, 100%. You get full ownership of the Framer project, all custom components, and complete CMS access. No lock-in, no recurring fees. You only pay for a retainer if you want ongoing design and development support.

Can you migrate my site from WordPress, Webflow, or Wix?

Yes. We’ve migrated sites from all major platforms. Content is preserved, SEO redirects are configured to protect your rankings, and the new Framer site launches with significantly better performance and page speed.

What if I need changes after launch?

You can edit content, images, and CMS items yourself — that’s the whole point of building in Framer. For design changes, new pages, or structural updates, we offer monthly retainers. Most clients manage day-to-day content independently within days of launch.

Do you work with startups or larger companies?

Both. We’ve built sites for pre-seed startups and publicly traded companies. The process scales to fit the project — whether it’s a 4-page launch site or a 20-page enterprise platform with multiple CMS collections.

What industries do you specialize in?

SaaS, fintech, AI/ML, B2B platforms, maritime, and creative studios. But Framer expertise transfers across any industry — we’ve worked with food companies, space tech startups, insurance providers, and more.

How do you handle CMS and content management?

We set up Framer CMS collections tailored to your content — blog posts, case studies, team members, products, whatever you need. Your team gets a recorded walkthrough covering publishing workflows and SEO best practices. Most clients are adding content independently within days.

What does a typical project timeline look like?

What’s included in a full website build?

Do I own the website after launch?

Can you migrate my site from WordPress, Webflow, or Wix?

What if I need changes after launch?

Do you work with startups or larger companies?

What industries do you specialize in?

How do you handle CMS and content management?

What does a typical project timeline look like?

What’s included in a full website build?

Do I own the website after launch?

Can you migrate my site from WordPress, Webflow, or Wix?