Safe-Guard Products International
Redesigning Safe-Guard Product International Website
Safe-Guard partners with top Original Equipment Manufacturers (OEMs), national retailers, and independent agents throughout the United States and Canada. Their mission is to provide a worry-free vehicle ownership experience through high-quality protection products and superior customer service.
Client
Safe-Guard Products International
Industry
Location
United States & Canada
The Challenge
Safe-Guard has been an industry leader for over thirty years, collaborating with Original Equipment Manufacturers (OEMs) and national retailers to deliver protective products and exceptional customer service. Their singular mission has established them as a trusted partner in the financial and insurance industries. However, their growth was limited due to their ineffective digital footprint, which was in desperate need of an overhaul. Their web presence was unsophisticated and stale in comparison to their contemporaries.
Safe-Guard’s existing website was primarily informational. It lacked technological sophistication and offered a poor user experience. Lacking intuitive navigation and offering weak SEO performance, the site wasn’t providing the type of impact deserving of an industry-leading company like Safe-Guard. Instead of helping them to expand their client base and supporting strategic partners and employees alike, the site remained focused on serving existing clients.
The project provided several significant challenges. The outdated coding platform and overall poor design meant that none of the content was SEO-optimized, creating a host of problems.
- User Interface: The biggest issue was poor design and confusing navigation elements. An outdated interface led to a poor user experience.
- User Diversity: Each group using their existing site had specific needs that weren’t being met.
- Non-SEO Optimized Content: The existing content provided was not optimized for SEO. This made it difficult to conduct successful digital campaigns.
- Maintenance and Updates: The existing site required direct code access to update or maintain the system. This made it difficult to provide maintenance for Safe-Guard’s internal teams to work efficiently.
Website Transformation
Before: Outdated & Confusing
After: Personalized & Modern
Our Solution
CloudMellow was brought in to develop a user-centric, modern-looking, and SEO-optimized website that better serves both internal business functions and site visitors. The new website had to go beyond a simple redesign. It needed to become a core digital asset that advanced multiple business objectives across departments:
CloudMellow developed a comprehensive plan to ensure all of Safe-Guard’s goals were met. This included researching, content planning, and planned execution.
Discovery & Research
A complete audit of the existing website was conducted, as were stakeholder interviews led by the Safe-Guard marketing team, which included Ashlee Lowe (Senior Marketing Operations Manager) and Scott Smith (Chief Marketing Officer).
A number of insights were discovered through this research which helped to design a framework emphasizing:
- The ability to segment the audience by industry and persona
- Developing a content strategy for each type of visitor’s experience
- Mobile-first responsiveness and ADA compliance
Design & UX/UI Development
Never losing sight of developing a user-centric site experience, CloudMellow created a visually compelling user interface that simplifies navigation and enhances the overall user experience.
Features included:
- Dynamic landing pages tailored to visitors by their industry (OEM, NVR, Marine, Powersports)
- Smart search functionality with indexed, filterable results
- Revamped visual identity aligned with Safe-Guard’s premium branding
- Simplified navigation with mega menus and quick-access content hubs
- Interactive modules and animations for an engaging user experience
Content Strategy & SEO Optimization
CloudMellow implemented an SEO-first content strategy. This included:
- Metadata optimization across all new pages
- Keyword-driven content rich with search trends in the automotive F&I space
- Integration of a blog strategy to increase organic reach and engagement
Development & CMS Integration
Developed on a flexible, web-based CMS with database-driven architecture, the new site enables non-technical users to update content with ease.
Technical integrations included:
- Marketo for marketing automation
- WPEngine for hosting and server management
- SSL certificates and secure architecture for user trust and compliance
- ADA accessibility tools and WCAG compliance measures
Predefined templates allowed marketing and HR teams to create new pages within brand guidelines, without involving development teams, improving agility across departments.
Training & Handover
After the site was developed, CloudMellow conducted thorough training across multiple stakeholder groups, including:
- System Administrator Training: Full walkthroughs of backend controls, CMS permissions, and analytics dashboards.
- Content Management Training: Focused sessions for copywriters and marketers on uploading copy, images, forms, and downloadable content.
A comprehensive user manual was designed and delivered, outlining all processes for day-to-day operations and management.
Results
The new digital platform has demonstrated measurable improvements across various performance metrics. The most important are listed below:
Quantifiable Improvements:
Safe-Guard now has an impressive digital platform that supports its goals in marketing, HR, IT, and executive leadership. The site has become a centralized hub for brand storytelling and lead generation, thereby elevating the company’s digital presence.
Ashlee Lowe
Senior Marketing Operations Manager, Safe-Guard Products InternationalConclusion
As with every solution, CloudMellow blended strategic vision, technical expertise, and lasting creativity to deliver a website experience worthy of Safe-Guard Products International. This project showcases CloudMellow’s continued success in delivering web-based solutions living within complex environments. The end product significantly enhanced business practices across both B2B and B2C models for Safe-Guard Products International.
With scalable infrastructure, advanced CMS functionality, and refined UX design, CloudMellow’s digital solution has enabled Safe-Guard to continue leading the industry while experiencing significant digital growth.