Rebranding for Impact: How HeiPro Digital Revamped Aegis Trust Company’s Website and Boosted SEO

When Aegis Trust Company (formerly Aegis Fiduciary Services, LLC) approached us for a comprehensive website redesign and rebranding project, we recognized this as an opportunity to demonstrate how strategic web design and SEO could transform a digital presence in the specialized employee-ownership industry. 

As a leading provider of trustee services companies with Employee Stock Ownership Plans (ESOPs), Aegis needed a website that reflected its premium position in the market while effectively communicating its expertise to C-level executives considering employee ownership transitions.

This web case study demonstrates how our team at HeiPro Digital guided Aegis through its evolution from Aegis Fiduciary Services, LLC to Aegis Trust Company, LLC and the brand-new website we built in Webflow, along with the new branding. 

But this transformation wasn’t just about a name change and upgraded website features. It represented a strategic expansion of its services and capabilities. Our mission was to create a digital presence that would position Aegis as the premier trust company in the ESOP space while maintaining the approachable, relationship-focused essence that sets Aegis apart from its competitors.

This project encompassed everything from visual rebranding to technical SEO implementation. We also transitioned Aegis from Wordpress to the more dynamic Webflow platform, which allows for better performance and superior design control. The team at Aegis is thrilled with the quantifiable improved results and overall brand refresh.

The Challenge

During our initial discovery phase, we identified several critical challenges that needed to be addressed. We set these as our project kickoff objectives. 

1. User Experience Issues: The WordPress website was difficult to navigate, with unclear pathways to key information about ESOP services. Complex industry concepts were not effectively explained for potential clients who were exploring employee ownership options.

2. SEO Deficiencies: Our SEO analysis revealed significant gaps in Aegis’ search visibility for crucial ESOP-related terms, limiting its ability to reach decision-makers actively researching employee ownership options.

3. Content Gaps: The website lacked educational content that could establish Aegis as a thought leader in the ESOP space and guide prospects through the consideration process.

Our Strategy

Armed with clear insights from our discovery phase, we knew that transforming Aegis’ digital presence would require more than just surface-level changes. Drawing from our deep experience in the ESOP industry, branding, and complex website design, we developed a multi-faceted strategy that would elevate every aspect of Aegis’ online presence. 

Visual Rebrand

  • Created a sophisticated new visual identity centered around a modern shield symbol.

  • Developed a premium color palette featuring professional blues and grays.

  • Designed custom patterns and visual elements to enhance brand recognition.

  • Established clear brand guidelines for consistent application.

Brand-New Website

  • Migrated from WordPress to Webflow for improved performance and design flexibility.

  • Implemented a clean layout structure enhanced with modern scrolling animations.

  • Created intuitive navigation pathways focused on key service areas.

  • Maintained professional aesthetics to fit the target audience (C-level executives exploring ESOP succession options)

  • Ensured mobile responsiveness and fast load times across all devices

SEO Implementation

  • Conducted extensive keyword research focused on ESOP-specific terms and decision-maker intent.

  • Optimized website’s core service pages for these keywords while maintaining professional, on-brand content and tone.

  • Implemented technical SEO best practices during the Webflow migration, including on-page and internal linking.

Content Development

  • Developed a content strategy targeting high-value industry topics.

  • Wrote educational content and thought leadership articles explaining complex ESOP concepts in accessible language that showcase Aegis’ deep expertise.

Website Case Study: Results After 12 Months

We take a data-driven approach to every project we undertake, so we have carefully tracked key performance indicators since launching Aegis Trust Company’s new site. After twelve months, the numbers tell a compelling story: 

  • 109.5% increase in organic search sessions year-over-year

  • 100% increase in new users to the website

  • Improved Google visibility for key ESOP-related search terms

  • Strengthened brand perception among target audiences

Grow Your Business with HeiPro Digital

The Aegis Trust Company project exemplifies our ability to deliver comprehensive digital transformations for specialized companies in niche industries. This SEO case study showcases our ability to blend creative branding with technical know-how. We are dedicated to helping brands elevate their digital presence and drive measurable results.

When you’re ready to transform your website and take your digital marketing to the next level, contact our team! Let’s explore how we can help you create a digital presence that truly reflects your company’s unique value.

Tori BoyeaComment