SPECS’ New Brand Image, New Services Means New Website


LyntonWeb Provided

  • Website design and development
  • Site structure for 105 web pages
  • On-page organization of content for each template
  • Coordination of content setup
  • Collaboration on content strategy
  • Language translation of all pages into French; menu item to easily switch between languages

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Company: SPECS

SPECS has been delivering highly specialized insurance consulting services throughout Canada for the past 20 years. Services include structural and content appraisals, acceleration of insurance claim processes, and construction cost control.

While SPECS wanted to retain its position as one of Canada’s leading providers of property appraisal and insurance consulting services, the company was reinventing itself with a new brand identity. It was also starting to supplement its core services while offering new services to new target audiences. That meant the existing website simply wouldn’t do. The old site was lacking:

  • Modern look and feel
  • Alignment with the new brand image
  • Details about new service offerings
  • CTAs associated with new services
  • Content that spoke to all four target audiences
  • Direct options for much-needed functions, such as Submit a Claim or Speak with an Expert

SPECS chose to work with LyntonWeb based on a referral from a LyntonWeb team member who had previously worked with the Canadian insurance consulting firm.


SPECS was looking to update the look, feel, content and branding elements of its site, with the addition of new service offerings to appeal to three new target audiences. It also wanted to increase its traffic, lead generation and lead conversion rates. LyntonWeb worked with SPECS team members to collaborate on content strategy, then incorporated new branding elements and content into the site’s redesign on the HubSpot platform.

Website Redesign

The entire site received a facelift, with a streamlined layout, branding elements added to various modules, individual service pages, and new templates designed to support fresh content.

Content Strategy

LW worked with SPECS to develop a content strategy that would appeal to all four of the company’s target audiences.

  • Core audience of insurance companies, adjusters and claims managers
  • New audience of captive/self-insured large enterprise organizations with significant property investments
  • New audience of business continuity and disaster recovery professionals at large organizations
  • New audience of reinsurance organizations

We expanded the content’s reach even further by translating all the web pages and adding a menu button that allowed visitors to easily switch between English and French.

Essential Functions

The new site is likewise equipped with noticeable buttons so visitors can quickly Submit a Claim, Speak with an Expert, Get Help Now or perform other essential functions.

Right into Action

Immediately after launch, SPECS needed to prepare for incoming claims after the Fort McMurray disaster, a wildfire that destroyed more than 1,900 square miles of nearly everything in its path. LW helped set up several case study resources in both English and French, which would be helpful for existing clients and used to attract new ones.

Grand Finale

With a modern look and friendly yet professional feel, GovDocs’ new site makes it easy for visitors to find answers to their questions and solutions to their problems. Armed with fresh content, the marketing team hit the ground running after the site’s launch, publishing new content on the blog and putting out new offers designed to appeal to HR admins and business owners across several states and industries.

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