P&C Insurance Software Website Redesign Case Study

Five days after launch, Duck Creek built its acquisition pages itself

We rebranded Duck Creek and rebuilt its website so a 24-person marketing team could run it on its own, in English and French.

LLM sourced sessions post-launch

+114.63%

Website traffic increase post-launch

+23.37%

Target keywords on page 1 within 45 days of launch

+48.3%

Blogs/press releases moved with publish dates and URLs intact

738 pages

Night sky filled with numerous stars scattered across a dark blue background.

Company

Duck Creek

Industry

Core systems software for property and casualty carriers

Services

Rebrand 路 Website Design 路 Website Build 路 SEO 路 Content Migration 路 French Translation Setup

Timeline

Full site launched July 2026

Having a partnership with somebody who鈥檚 going to keep us evergreen in the web world is really important to me as a marketer. A lot of agencies I鈥檝e worked with, they just get you across the finish line and then they鈥檙e not thought partners going forward.

Tyler Jones

CMO

Overview

The problem was a site that failed buyers and its own team.

Duck Creek sells policy, claims, and billing software to property and casualty carriers. Those deals take 12 to 18 months and run through formal RFPs.

Evaluators, analysts, and procurement teams all read the website before anyone gets on a call. Duck Creek's marketing team told us theirs wasn't doing that job. It didn't make clear who the company was or what it offered.

The team couldn't fix that on their own. Three agencies in three years had built the site without thinking about who would actually run it, and it had gotten so bloated that Duck Creek's marketers couldn't even publish their own blog posts.

So we were publishing them, and that routine work ate up the retainer hours Duck Creek had with us.

Patching the old site wasn't going to change that. Duck Creek needed a rebuild its own team could run, and until it launched, buyers would keep landing on the old one.

Challenge

A brand buyers couldn't read and a stack nobody owned

Key Challenges

A homepage that didn't tell buyers what Duck Creek does, for an audience that does its research before any sales call

Thousands of press releases and blog posts that had to move with their dates and URLs

A marketing team spread across three time zones that needed to build pages without waiting on anyone

A French site that covered about a dozen pages, while the rest of the site existed only in English

How We Fixed It

A new identity and style guide that position Duck Creek as an innovator in insurance technology

A migration built to protect search visibility, keeping every URL and publish date intact and redirecting anything that moved

A modular page builder in place of one-off templates

Weglot, which translates every page automatically the moment it's published or updated

Night sky filled with numerous stars scattered across a dark blue background.

Approach

We built it in layers.

Each layer was live or verified before the next one leaned on it.

Step 1: Identity first

We produced three design direction concepts, brand guidelines, a web style guide and UI kit, and responsive page designs. A custom graphics library followed, with product interface graphics, abstract graphics and a branded icon set.

Step 2: Product pages went live early

On April 24, 2026, a new homepage and seven product pages went live on the existing site, about ten weeks ahead of the full rebuild. Duck Creek had told us the old site misrepresented the company, so there was no reason to hold the best pages back until everything else was ready. Putting them live first also tested the new design on live pages before the rest of the site depended on it.

Step 3: Moving the archive

The archive included 391 blog posts, 347 press releases, about 160 news items, 83 partner news posts, and 55 customer records, plus podcasts, awards, events, white papers, webinars, and case studies. A purpose-built pipeline moved most of it automatically, and we built the remaining pages by hand in four batches. Then we checked that nothing was lost. For every content type, we compared the count on the old site against the new one and confirmed they matched, then opened pages in the browser to make sure each one displayed correctly. Redirects point every old URL to its new home, so existing links and bookmarks still land on the right page. We monitored the site for 30 days after launch to catch anything that slipped through.

Step 4: Handing it over

Training ran on July 22 in front of a full room and was recorded so Duck Creek could share it with anyone who missed it. We also wrote a specification for the homepage hero video, so Duck Creek's own videographer can replace the site's most visible asset as needed.

Before & After

Before

After

Night sky filled with numerous stars scattered across a dark blue background.

Results

The numbers tell the story

+114.63%

LLM sourced sessions post-launch

+23.37%

Website traffic increase post-launch

+48.3%

Target keywords on page 1 within 45 days of launch

738 pages

Blogs/press releases moved with publish dates and URLs intact

Night sky filled with numerous stars scattered across a dark blue background.

Key Features Deployed

  • Drag-and-drop page builder. Marketers build a new page by dragging pre-designed blocks into place and filling in their own copy and images. Every block is already on brand, so pages the team builds on their own match the ones we designed.
  • Automatic French translation. The French team edits translations right on the rendered page, with a terminology glossary keeping product names consistent. On a July call, Dennis found a French string and corrected it himself in under a minute.
  • Security and compliance. Wordfence with two-factor authentication, OneTrust cookie consent, and role-based access so Duck Creek could train a wide team without publishing risk.