Washington National Insurance Company

Washington National, a trusted provider of insurance solutions for over 100 years, helps Americans safeguard against the financial impact of critical illness, accidents, and loss of life. With recent growth in Spanish-speaking markets, Washington National identified an opportunity to better serve an underserved segment of their customer base.

Challenge

The company’s previous website presented several obstacles: it struggled to generate new leads, manage user-generated reviews, and support content expansion—especially for emerging markets. Calls to action were ineffective, and digital ad campaigns failed to deliver a tailored experience to diverse audiences. Additionally, the growing number of reviews on external sites highlighted the absence of internal processes to monitor and respond to customer feedback. Critically, efforts to reach Puerto Rican and Spanish-speaking customers were severely limited by the lack of a Spanish-language website.

Strategy

Washington National turned to their long time partner, Paragon Digital, to transform their digital presence. The project focused on designing a new website that improved the user journey and simplified the path to conversion. Key features included:

• Full Spanish-language version of the site to effectively serve new and existing Spanish-speaking audiences
• Intuitive navigation and clearer contact pathways
• A flexible blog platform to engage current customers and boost SEO
• Streamlined content management, empowering staff to easily update and expand the site
• Marketing-ready design to support digital advertising initiatives
• Integration with existing platforms and systems

Results

Collaborating closely with Washington National’s in-house design team, Paragon delivered a custom website built for performance and growth. The new site features prominent, easy-to-find conversion points fully integrated with their tech stack including Salesforce, enabling accurate tracking of leads and campaign effectiveness. Staff can now quickly create and update content, while the integrated blog keeps information fresh and search-friendly. Importantly, the Spanish-language site launched shortly after the English version, opening the door for success in emerging markets.

41%

Decrease in bounce rate in first 3 months

17%

Growth in traffic in first 6 months

83%

Increase in website leads in first 3 months

The new site features prominent, easy-to-find conversion points fully integrated with their tech stack including Salesforce, enabling accurate tracking of leads and campaign effectiveness.