Henderson Brothers
A Modern Website Redesign to Strengthen Trust and Drive Broker Connections
Services Provided:
Website Design, Website Strategy, SEO, Technical Fixes, Ongoing BLOSSOM Optimization
The Problem
Henderson Brothers is a trusted name in insurance, benefits, retirement, and wealth management—but their website wasn’t keeping pace with their reputation.
The site was outdated, overly complex, and hard to navigate, making it difficult for users to quickly understand what Henderson Brothers does and how they could help.
Content focused heavily on Henderson Brothers themselves rather than on their clients, leaving prospective partners without a clear sense of how the company could meet their needs.
Broken forms, outdated content, slow server speed, and heavy copy created a frustrating experience and limited lead generation.
The website wasn’t being used as part of the sales process, missing opportunities to guide prospects and support brokers.
Their online presence didn’t reflect the personal, proactive, and present partnership their team delivers every day.
Simply put, Henderson Brothers needed a modern, intuitive, and strategic website that aligned with their brand promise and made it easier for users to reach out to a broker—the ultimate goal of their digital experience.
The Solution
At RedTree, we began with a comprehensive discovery process, bringing strategy, design, SEO, and development together. We reviewed their site from every angle—technical, visual, and user experience—and presented recommendations that would not only improve the site but also set the stage for continuous optimization under our BLOSSOM framework.
From there, we moved step by step:
- Homepage Refresh: We gave their homepage a modern, approachable design that aligned with new brand visuals developed in collaboration with a branding partner.
- Technical Fixes: We addressed broken forms, outdated content, and structural issues that were holding the site back.
- SEO Foundation: We implemented core SEO best practices, ensuring Henderson Brothers could start competing for the right keywords and building organic visibility.
- Discovery Sessions with Business Lines: We worked directly with each line of business to better understand their audiences, pain points, and user goals. These insights shaped a more strategic site architecture designed to connect users with the right solutions faster.
- Simplified Content: We restructured content to be clear, digestible, and outcome-driven—helping prospects understand services quickly and encouraging them to connect with a broker.
And because Henderson Brothers is a BLOSSOM client, this wasn’t just a one-time launch. Their site will continue to evolve with regular updates that drive traffic, improve user experience, and support business growth
The Payoff
Henderson Brothers’ new website is a confident reflection of their brand—personal, proactive, and built around the power of partnership. It’s not just a redesign; it’s a smarter digital tool that supports both marketing and sales.
- A Modern, Trustworthy Experience: The new site conveys professionalism while staying approachable, creating confidence for users exploring insurance, benefits, or retirement services.
- Simplified User Journeys: Clearer architecture and streamlined content make it easier for users to navigate, find information, and take action.
- Broker-Ready Tool: The website now fits directly into the sales process, helping brokers validate expertise and giving prospects the confidence to reach out.
- Built for Continuous Growth: With SEO foundations, technical fixes, and the BLOSSOM framework in place, the site is positioned to evolve with the business.
After Launch Results
Early results point to measurable improvements in quality engagement and visibility:
- Deeper engagement: Events per session increased 27%, showing users are exploring more pages and interacting more with the content
- Better SEO performance: Search click-through rate improved by 29%, meaning more people are choosing Henderson Brothers when they see them in search
- A stronger foundation: With visuals and content now aligned to their brand vision, the site provides a clear platform for growth as we continue optimizing through the BLOSSOM process.
At RedTree, we care deeply about helping our clients succeed—not just with a fresh design, but with a digital presence that works harder for their business. Henderson Brothers’ site is proof that when strategy, creativity, and ongoing partnership come together, results follow.
Don't Branch Out Alone
We know that your time is limited but taking your website to the next level is essential. Don’t branch out alone. Tap into our team of experts to keep your site ahead of the curve.
Let Us Help