Work Details
Rickey Williams Insurance Website Redesign & Copy Refresh
Overview: Rickey Williams is an independent insurance broker with over 13 years of experience serving clients across Northeast Pennsylvania. While his services and reputation have continued to grow, his website needed a modern update to better reflect the quality of his work and make it easier for visitors to understand his offerings.
Description: We took the initiative to completely redesign Rickey’s website from the ground up — focusing not just on modern visuals and structure, but also refining the copy to better capture his personality, credibility, and value.
The new site delivers:
• A trust-focused homepage with clear messaging and conversion elements
• A reorganized structure to showcase all of Rickey’s insurance products in a simple, card-based layout
• A human-centered “Meet Rickey” section highlighting his experience, values, and process
• Quantified client success metrics, visual trust signals, and custom icons
• Fully mobile-responsive design, intuitive navigation, and clear calls to action
• A structure built for future scalability (e.g., FAQs and blog)
The copy was rewritten and repositioned to sound more authentic, personal, and conversion-friendly — with Rickey’s voice and tone at the center.
“The new website feels exactly like me. It’s clean, easy to understand, and just feels right. Super thankful for the time and care that went into it — this will help me reach more people and grow my business.“
Rickey W. Williams
Results:
• Complete design upgrade after 2.5 years on the old site
• Improved messaging that resonates with his audience and builds trust
• Clearer structure of services and value proposition
• Increased clarity on Medicare, health, life, and retirement services
• Built to convert: stronger CTAs, mobile-first layout, and better user flow
• Ready for future expansions like FAQs and lead capture