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Case Study

Homeprotect Insurance – Website Rebuild

Homeprotect is a specialist home insurance provider for customers often overlooked by mainstream insurers. They partnered with Filter to create a new digital platform that aligned with their rebrand, met compliance deadlines and supported ambitious growth.

 

Their legacy Drupal website had performance issues and lacked flexibility, prompting a full re-platform. Filter was selected to rebuild the site on WordPress, delivering a fast, accessible and high-performing solution without compromising on quality.

In-house Design Led Insurance WordPress Development
A cozy living space featuring a light blue armchair adorned with yellow pillows, alongside a French Bulldog resting on a soft pet bed. Natural light filters through the window, illuminating a plant and wooden storage drawers nearby.

Introduction

Migrating To WordPress: A New Website For Homeprotect

Faced with new regulations and the need for a faster, more flexible web platform, Homeprotect partnered with Filter to deliver a complete WordPress migration and rebuild within a highly compressed timeline.

 

The new site needed to reflect Homeprotect’s updated brand identity, deliver measurable improvements in performance and accessibility and provide a solid foundation for growth.

 

Filter delivered a robust solution within compressed timescales, ensuring a smooth transition from the previous platform and giving Homeprotect the tools needed to manage content independently.

Relationship Length

The new website launched in May 2023

Focus

Fast-track WordPress migration to support growth and compliance

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Problem Problem

  • Legacy site didn’t meet new regulations
  • Limited performance and flexibility
  • Tight timelines for rebrand and compliance

Solution Solution

  • Migrated to WordPress in five weeks
  • Met accessibility and performance targets
  • Streamlined Discovery & QA phases for faster delivery

Result Result

  • Mobile Core Web Vitals rose from 86 to 97
  • Accessibility scores improved from 70 to 100
  • 25% boost in conversion rate

A side-by-side comparison showcasing the transformation of a home insurance website. The left image displays the old design, while the right features a modern, user-friendly layout with improved visuals and clear navigation elements.

The Challenge

Homeprotect’s previous Drupal site presented several obstacles to growth. The design and structure were no longer fit for purpose and performance issues were affecting both user experience and internal workflows.

In parallel, new regulations in the UK financial services sector meant that Homeprotect needed to meet a hard deadline to ensure compliance. The clock was ticking and the stakes were high.

It was also clear that any new solution would need to integrate with existing decoupled tech systems while supporting accessibility, mobile optimisation and future scalability. The Filter team was tasked with solving these challenges without delay or disruption.

Our Approach

We kicked off with a Discovery phase to clarify priorities and define the structure needed for the rebrand and compliance requirements. The site was built on WordPress for its flexibility, ease of use and scalability, giving Homeprotect greater control and access to built-in SEO and accessibility features.

We collaborated with parent company Avantia Insurance to maintain infrastructure consistency and chose WP Engine as the hosting partner for performance and stability.

After development, the site moved swiftly through QA. We handed it over with full documentation so Homeprotect’s marketing team could manage it confidently.

A laptop displays the Homeprotect blog, showcasing articles about the UK housing market. Icons above suggest key areas of focus: user research, competitor analysis, prioritization, and focus groups, highlighting a strategic approach to content development.
A laptop and smartphone displaying the Homeprotect website, featuring information about specialist home insurance for non-standard households. The site highlights coverage options and includes customer ratings.

Results

The new site delivered an immediate impact. Mobile Core Web Vitals improved from 86 to 97, while accessibility scores rose from 70 to 100 across all devices. Two months after launch, Homeprotect saw a 25% increase in conversion rate, faster load times, and improved UX, evidenced by fewer users searching for key functions like login.

Since the launch of Homeprotect’s new platform two years ago, the Filter team has continued to partner with them on a regular programme of continuous improvement, enhancing features, adding functionality, and maintaining performance. We’ve also helped them leverage our PersonalizeWP plugin to dynamically show or hide content blocks at specific times of day.

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Why This Story Matters

This project shows that tight timelines do not have to mean compromised results. Filter’s structured process and WordPress expertise enabled Homeprotect to modernise its platform, meet critical compliance goals and exceed customer expectations in just five weeks.

By focusing on accessibility, performance and UX, Homeprotect is now in a stronger position to grow in a competitive market and continue supporting its customers with clarity, speed and confidence.

Three smartphones display a home insurance website. The first screen highlights "Home Insurance" with coverage details. The second invites users to explore policy documents. The third offers contact information and customer recommendations.

We’ve seen an increase of over 25% in our conversion rate and a huge increase in load speed across both mobile and desktop. Our new website is now more accessible (AA standard) for those looking for specialist home insurance. And our new and improved navigation means fewer people search for things like ‘login’ since the button is now so easy to find.

Libby Goodsearles, Head of Marketing

Homeprotect

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