Client: LD&B Insurance and Financial Services
Project: Website Map
1/24/12
OVERVIEW: Gravity Group is helping to develop a revitalized brand identity
for LD&B Insurance and Financial Services, part of which is the development
of a new logo that reflects the unique brand attributes of LD&B to target
audiences.
TARGET AUDIENCE: The demographic of each audience group below
includes both current and potential clients
 Audience 1 - Individuals
o ages 25-50+ who are purchasing insurance for themselves
(health and life, property & casualty, etc.)
o ages 30+ who are financial services clients, planning for their
retirement and/or early retirees
 Audience 2 – Businesses
o Businesses of all sizes (small – large) looking to provide
employee benefits and insurance options, as well as needing
property and casualty insurance
PROMISE: LD&B makes a difference in the community by working with
clients to provide the best insurance and financial services solutions to fulfill
their needs, participating in community service organizations, and sponsoring
community programs and events. Community involvement and giving back is
at the heart of LD&B.
POSITIONING STATEMENT: For organizations and individuals who would
look to a local agent, LD&B is the local one-stop insurance and financial
planning provider that best delivers flexible and affordable insurance and
financial planning solutions, because of their personal approach to service,
their true commitment to community, and their commitment to providing
education and the best solutions for each individual client.
Goal: The goal of LD&B’s website is to provide clients and potential clients
with information about the services they provide. It will be important that it
be easy for people to contact LD&B for a quote and/or more information.
Website Features: A few features that we may add to LD&B’s website
include –
 Testimonials from clients; text only, approximately 25 – 40 words each
 Videos – this wouldn’t be an immediate need but may be added in the
future
 Events – not necessarily in calendar format, but a place to feature
upcoming seminars and events
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Learning Center – plan to add a learning/resource center for clients to
find information/articles written by LD&B staff; needs to be easy to
add new articles/sections
LD&B currently uses Applied Systems software between their offices;
the only place it may integrate with the website is when someone
submits a form via the website. They are looking at upgrading their
software, and the new software may be more integrated.
SITEMAP:
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Home – Overview of who LD&B Insurance is and the benefits to the
audience (why they should care)
About Us – Information about who they are, where they are located,
and what/who they represent
o Our Insurance Products- information about what they
represent
o Our History- background information regarding LD&B
o Locations- Provide viewers with all LD&B office locations
 LD&B Insurance (Main Office), Harrisonburg
 LD&B Insurance, Broadway
 Covenant Insurance, Harrisonburg
 Estes Insurance, Bridgewater
 ShenValley Insurance, Mt. Jackson & Woodstock
o Company Directory- A Directory complied of emails, addresses
and phone numbers of all LD&B Insurance, Estes Insurance,
Covenant Ins, and ShenValley Insurance Agencies.
o Companies We Represent- Generated list of companies LD&B
represents in regards to Insurance Companies, Business
Insurance, Employee Benefits, COBRA Benefits, Flexible
Services and Individual Life & Health.
Personal
o Find An Agent (Personal Insurance) – A list of all agents,
with picture and contact information.
o Personal Insurance Companies & Links– Logos and links of
personal insurance companies.
o Request Quotes (Personal Insurance)- contact information
and inquiry form that users can submit
 Auto Insurance Quote
 Home Insurance Quote
 Mobile Home Insurance Quote
 Motorcycle Insurance Quote
Business
o Find An Agent (Business Insurance)- A list of all business
insurance agents, with picture and contact information.
o CL Companies & Links- Logos and links of CL Companies.
o Request A Business Insurance Quote- contact information
and inquiry form that users can submit
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Commercial Links- List of commercial Links
Business Insurance Forms- List of Business Insurance Forms
Benefits
Find An FSA Administer (Flex)- A list of all FSA Administrator
for Flexible Benefits agents, with picture and contact
information.
o Flex FAQ- A list of links with answers to FAQs
o Online Services & Printable Forms- Links to online services
and printable forms
Individual Life/Health
o Find An Agent (Ind. Life/ Health Insurance)- A list of all
Life/Health Insurance agents, with picture and contact
o Individual L/H Companies & Links
o Request an Ind. Life/Health Insurance Quote
Employee Benefits
o Find An Agent (Employee Benefits)
o Company Links
o Medical/ Cobra FAQs
o Request A Benefits Quote- contact information and inquiry
form that users can submit
o Employee/COBRA Benefit Links
 Medical
 Cobra
o Sub-Broker Services- Email to Sub-Broker
Financial Services
o Find An Agent (Financial)- A list of all Financial Insurance
agents, with picture and contact
o Online Service
o Links
o
o
Flex
o