Insurance Pro Shop: a new brand and a website rebuilt from a 1,218-page audit

Insurance Pro Shop has trained life, annuity and retirement agents since 1999, through a membership, live coaching and a library of more than 700 articles. The website had grown for more than two decades without a plan, and the brand no longer looked like the business. ElevAIte audited every page, redrew the brand, and designed the new site around what agents actually come for. Drag the handle to compare the live homepage with the new design.

Left: the current homepage, captured September 27, 2026. Right: the approved design, marked as a concept until it launches.

What the SEO and AEO audit found

Before the redesign, we ran an AI Visibility Review on September 9, 2026, measuring Google rankings and how ChatGPT, Gemini and Claude answer the questions agents ask about sales training. The answer engines already knew the business. Search did not.

The gap was not the name; it was the pages. The site's signature method had a 6,356-word page that used its name 34 times and never once said plainly what it is, so an answer engine had no sentence it could lift. That became the first item on the plan.

Then audit every page

Before anything was designed, we also inventoried all 1,218 content URLs on the site and gave every page a decision: keep it, merge it into a stronger page, store it, or retire it. The audit found that the site's old dated article addresses had been returning errors with no redirects, so years of links pointing at them were landing nowhere. The rebuild carries 124 checked redirect rules for retired pages, plus a map of more than 700 old dated addresses to their current articles, so nothing that earned a link is lost.

What we built

1. An SEO and AEO audit measuring Google rankings and AI answers, with 29 findings and a prioritized plan.
2. A full content audit of 1,218 URLs with a keep, merge, store or retire decision for every page, and 124 redirect rules checked for missing targets, chains and loops.
3. A new brand: a navy clipboard mark with rising bars and the line TRAIN. MARKET. SELL. GROW., drawn in the exact brand colors and exported for the web and as a favicon.
4. A redesigned site in seven views, including the homepage and a new Events page, with a restrained motion layer the client approved as is.
5. The article library split into two named collections, 419 posts in Lew's Notes and 296 in Jeremy's Strategies, so decades of writing are browsable by author and topic.
6. A Trusted Advisor Score quiz as a new lead magnet for agents.

What the new design does differently

The old homepage led with two stacked headlines, a wall of text and three equal buttons. The new one says who it is for in one line, puts the trainer's face and the next live class in the first screen, and gives a visitor exactly two choices: start a trial, or book a call. The library is organized so an agent can find an answer instead of scrolling a decades-deep archive.