Dairyland Website Case Study

Composable CMS Powers Dairyland Relaunch

Dairyland needed a full website revamp to match a tough non-standard auto insurance market. We designed them a faster site, rooted in strategy and built for growth. 

  • 35%

    YoY conversion growth

At a Glance

Client
Dairyland Insurance
Engagement
UX & Web Design, Web Development, Content Strategy, SEO
Project
Website Redesign
Focus
Improve speed, ease of use, and content education

Overview

In a category where every second matters, the old site needed more than a visual refresh. It needed a new system. 

Dairyland came to us with a clear need: rebuild the website around speed, content, and a better user experience.  

We started with the truth in the market, connected strategy, content, UX, and technical architecture into one plan, and gave Dairyland a stronger foundation for growth. 

The Proof

The redesigned site launched on time and on budget, driving a 35% growth in YoY conversions. That momentum led to additional projects with their parent company, Sentry, in B2B insurance. Clear architecture. Measurable lift. Repeatable value. 

  • On Time

    Launch timing

  • On Budget

    Budget Status

The Goal

Dairyland wanted a complete website revamp that would improve speed, content delivery, user experience, and brand presentation in a competitive insurance category. 

The Challenge

The new website had to perform in the high-pressure, non-standard auto-insurance space, where speed and content delivery matter. Dairyland also needed the work to cover content, technical architecture, UX, and branding at once, without losing momentum or control.

A close up of two people driving in a car. One driver and one passenger

The Solution

We started with strategy, completing competitive, content, SEO, and UX audits, then worked with Dairyland’s marketing and IT teams to design a composable architecture and built the site using Contentful CMS, a static site generator, and the Uniform content editor. We shaped the content model around SEO, tuned the experience around usability, and built a flexible system that could support the new site and future work.

Two screengrabs of Dairyland's website about Insurance Quotes
Two screengrabs of Dairyland's website about Dairyland
Two screengrabs of Dairyland's website about Insurance Claims
Two screengrabs of Dairyland's website about Off-Road Vehicle Insurance

IUP Website Case Study

Content Inspires & Informs Future Students

SEO and program copy built for student search.

  • 81%

    YoY increase in goal completions

  • 41%

    Increase in session duration

  • 53%

    Decrease in bounce rate

At a Glance

Client
IUP
Engagement
UX & Web Design, Content Strategy, Content Creation, SEO
Project
Website Redesign
Focus
Informative, easy-to-use website for prospective students

Overview

Indiana University of Pennsylvania had a content problem. They had too much of it, it was poorly organized, and it came from a professor’s point of view — not what prospective students and their parents were looking for. 

They needed a new website that would give clear, engaging academic program copy, and help those pages show up in search. 

The Goal

IUP wanted a website that made it easy for prospective students to discover learn about their programs. It needed to be on their level and perform better in search engines like Google and Bing.

  • Clarity

    Similar program names, inconsistent page structures, upper-level jargon and a confusing site architecture made it hard to find the right information. 

  • Findability

    IUP wasn't showing up for Organic searches for priority programs potential students were looking for.

The Challenge

The university had to turn 150+ academic programs into compelling web content during a relaunch, while keeping the writing accurate, searchable, and aligned with input from multiple departments and faculty members.

A picture of the IUP Campus

The Solution

We analyzed web traffic and user experience to redesign the site navigation and web page templates to focus on prospective students while leaving room for academic input and improving way-finding for site users.

Working with the IUP team, SEO research shaped program titles, keywords and metadata, and a nine-writer, four-editor content team worked with stakeholders to get everything right before launch. That connected process kept the content useful for people and legible for search, giving IUP a stronger content foundation for discovery and engagement, not just prettier pages. 

The Proof

Across academic program pages, SEO findability improved and it led to new site sessions.

  • 71/109

    Pages saw initial keyword ranking increases

  • 41

    Pages began ranking when they hadn't before

A screengrab of the IUP website with headline of This is Science at IUP
A screengrab of the IUP website with headline of Find Your Degree
A screengrab of the IUP website with headline of Life at IUP
+33%
YoY increase user sessions
+63%
YoY increase in new users

But it wasn’t just more traffic — the users finding the site were more engaged, staying longer and completing more critical site actions. 

Blistex Website Case Study

Cross-Brand Template Drives Adoption

A templated, user-first design system focused on purchase-intent allowed Blistex to extend seamlessly across eight brand experiences while maintaining unique experiences.

  • +40%

    Lift in monthly user sessions from non-brand searches

  • +5%

    Increase in new users from organic search

  • +10%

    YoY increase in “Shop Now” interactions

At a Glance

Client
Blistex
Engagement
UX & Web Design, Web Development
Portfolio
Blistex, Odor Eaters, Stridex, Tucks, Kanka, Glysomed, Invarest, Foille
Focus
Resusable Site Template to Drive Intent

Overview

The result was repeatable model for turning search, site visits, and retail intent into measurable action.

Blistex came to us with a clear growth ask: make it easier for shoppers to move from digital discovery to purchase across eight brands.  

We built a connected, simplified web experience that matched how people actually shop: one architecture, brand-specific personas and journeys, and where-to-buy functionality that showed real-time inventory and pricing across key retailers. 

The Goal

Blistex wanted to drive omnichannel purchase capability across its eight brands and create a consistent user experience that made it easier for shoppers to find where to buy. 

  • Purchase Intent

    Connect digital discovery to purchase across both online and brick-and-mortar retail. 

  • Brand Consistency

    Deliver a coherent shopper experience across eight distinct brand sites without losing what made each brand its own. 

The Challenge

Eight brands needed a shared architecture without losing what made each one distinct.

An image with the following logos - Blistex, Odor-Eaters, Stridex, Tucks, Kank-A, Glysomed, Ivarest and Foille

Blistex also needed where-to-buy functionality that could surface accurate online and offline inventory and pricing across key retailers, while keeping the system manageable behind the scenes.

The Solution

We built personas and purchase journeys for each brand, and designed a site architecture to scale across the full Blistex brand family, with a single content management system behind it. This reduced support time and kept the experience consistent. We found where-to-buy providers that could surface real-time inventory and pricing across retailers and integrated this into the experience.

The Proof

The new system gave Blistex brands a way to connect digital media to purchase intent across both online and brick-and-mortar stores. Better search visibility, clearer paths to buy, and a cleaner operating model behind the sites drove measurable impact. 

A screengrab of the Blistex homepage.
Screengrab of the Odor-Eaters home page
Screengrab of the Stridex home page

Goodwill of North Georgia Website

A Website Goodwill of North Georgia Could Count On

Goodwill of North Georgia had website traffic. What it needed was a design that activated that traffic for their mission. 

  • +32%

    YoY growth in CTA engagement

  • +48%

    YoY growth in find a location

  • +13%

    YoY growth in job searches

At a Glance

Client
Goodwill of North Georgia
Engagement
UX & Web Design, We Development
Project
Website Redesign and CMS Modernization 
Focus
Improve backend functionality and frontend performance

Overview

The new site did more for visitors and asked less of the team keeping it running.

Goodwill of North Georgia had a website that brought traffic, but not enough value. For a nonprofit, that gap has a real cost: time, people, and budget pulled away from the mission. 
 
Brunner took a holistic view and rebuilt the experience from the ground up, not just the surface.

The Goal

Give Goodwill of North Georgia a website that does more than attract visitors, one that was easier to manage, more useful to the people it served, and more aligned with the organization’s mission. 

  • Visitor Experience

    Make the site more useful to the people visiting it, whether they were looking for a location, a job, or a way to donate. 

  • Team Empowerment

    Give the GNG team the ability to manage and update the site without relying on developers or outside support. 

The Challenge

The site was bringing in traffic, but it wasn’t creating the value visitors needed. At the same time, the effort required to maintain it was pulling time and resources away from Goodwill of North Georgia’s core work. 

The Solution

Brunner took a holistic view of the website and built a better operating system around it. We refreshed the design, improved the content management system, and gave GNG the ability to update the site without developers or outside support. We also automated key content areas, including real-time event content, so the team could spend less time on upkeep and more on serving the mission. 

An opened laptop in a Goodwill of North Georgia store. Laptop has Goodwill of North Georgia website in the browser.

The Proof

The new website produced clear year-over-year gains in site engagement. It was a sharper experience for visitors and a simpler one for the GNG team to manage.

Goodwill of North Georgia homepage with "Employing People, Improving Lives" mission banner
Goodwill of North Georgia Our Mission and Technology Careers Program pages
Goodwill of North Georgia Career Centers page with training, job seeker, and facility services sections
Goodwill of North Georgia donation guidelines page and success stories/donation pages

Brunner named in the 2025 Gartner® Market Guide for Strategic Website Agencies

Brunner named in the 2025 Gartner® Market Guide for Strategic Website Agencies

Go beyond build and launch with a strategic approach tailored to your website goals

Brands need an agency that thinks bigger to connect their website with offline strategy and move their marketing forward. Gartner has recognized what our clients have seen first hand for years.

By Brunner Marketing Team

3 Min Read

Brunner Logo On Office Wall Above Blue Armchairs

We’re excited to share that Brunner has been included in the 2025 Gartner Market Guide for Strategic Website Agencies. According to Gartner: “CMOs leading a significant website redesign project often turn to external agencies for assistance with strategy, design and development, especially as part of a broader digital transformation effort. Use this research to find a strategic website agency by understanding the services and capabilities they deliver.”

“In our view, this recognition from Gartner, one of the most trusted names in research and advisory services, helps to validate the work we’ve been doing for years,” said Michelle O’Neill, Brunner’s Sr. Director of Web Solutions and Delivery. “At Brunner, we build websites that don’t just look good but perform for our clients across their entire customer journey.”

At Brunner, we build websites that don’t just look good but perform for our clients across their entire customer journey.

Michelle O’Neill Senior Director, Web Solutions & Delivery

We believe our inclusion in the Gartner Market Guide reflects Brunner’s ability to:

  • Lead enterprise-level website strategy and redesign efforts that tie directly to business goals.
  • Deliver measurable impact through SEO, UX, personalization, content strategy, brand strategy, and conversion optimization.
  • Combine strategic audience-first storytelling with performance marketing to boost engagement, improve conversion rates, and support long-term customer retention.

As expectations for brands to perform digitally continue to rise, brands need more than a “build and launch” partner—they need an agency that thinks bigger. That’s exactly what Brunner brings to the table.

Gartner, Market Guide for Strategic Website Agencies, Halle Stern, 3 March 2025

GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

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Brunner Marketing Team

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