National Insurance Crime Bureau

Website and Content Strategies

nicb Logo

Overview

The National Insurance Crime Bureau (NICB) leads a united effort of insurers, law enforcement agencies, and lawmakers to combat insurance fraud and vehicle crime through data analytics, investigations, training, legislative advocacy, and public awareness. NICB’s membership includes nearly 1,100 property and casualty insurance companies, vehicle rental companies, auto auctions, vehicle finance companies, and self-insured organizations. When NICB set out to redesign its website, they turned to .orgSource to create a vision and strategy that aligned their digital presence with their business goals.

The challenge

At the heart of every website is its content—the primary reason users visit. However, NICB’s existing website presented several significant challenges:

  • High Bounce Rates and Low Engagement: An analysis in 2016 revealed that 99.7% of the 453,937 page views were on the homepage, with the next most visited page only receiving 137 views for the entire year.
  • Lack of Audience Clarity: Law enforcement officers—the primary audience NICB wanted to attract—were often unaware of the site’s existence or struggled to find relevant information.
  • Fragmented User Experience: The website’s structure and outdated Content Management System (CMS) made it difficult for members and the public to locate their respective resources.

NICB wanted the new website to:

  • Convey their Value: Demonstrate how NICB’s tools and expertise could improve potential member companies’ business operations.
  • Attract and Engage Law Enforcement: Ensure that officers could easily find training and investigation resources.
  • Enhance Search and Navigation: Improve SEO, organization, and presentation to boost discoverability and accessibility.

The updated platform also needed dynamic feedback capabilities, seamless e-commerce options for event registrations and manual sales, and a significant overhaul of the VINCheck℠ tool—NICB’s most visited feature, with over 6 million annual visits.

The Solution

.orgSource partnered with NICB to lead the development of a cohesive web strategy that addressed their diverse needs and positioned the site as a key resource for multiple audiences. Key contributions included:

  • Vision and Strategy Alignment: Through workshops with key NICB stakeholders, .orgSource aligned the website vision with business goals, focusing on governance, content, technology, and user experience.
  • Comprehensive Content Strategy: .orgSource conducted an in-depth content audit and strategy workshop to identify priority audiences and define the content needs of each group. This included discussions on what content to strengthen, develop, or remove.
  • Vendor Selection and Implementation Planning: .orgSource led the development of an RFP, evaluated prospective vendors, and guided NICB in selecting the best partner for CMS and website design. The chosen CMS, Drupal, provided a flexible and intuitive interface that streamlined content updates.

Implementation and Design By partnering with Sandstorm as the website developer, NICB’s vision came to life:

  • Clearer Audience Segmentation: The new website featured a public-facing site focused on non-member audiences and a separate member portal, ensuring tailored content for each group.
  • Dynamic Content Delivery: Enhanced video presentation and e-commerce capabilities improved the user experience and expanded revenue-generating opportunities.
  • Enhanced VINCheck℠ Tool: Updates included improved functionality for VIN searches and detailed resources for users whose vehicles appeared as salvage or stolen.

The Results

The new NICB website launched in November 2017, delivering impressive results:

  • Improved Engagement: With an updated navigation structure and SEO enhancements, more users explored beyond the homepage.
  • Optimized User Experience: Law enforcement officers and members could quickly find the information they needed, boosting resource utilization.
  • Efficient Content Management: Staff found it easier to update and manage the site using Drupal’s user-friendly administrative interface.

Key Takeways

NICB’s collaboration with .orgSource exemplifies how a strategic approach to website redesign can improve engagement and strengthen organizational impact.

This case study underscores the importance of:

  • Strategic Vision:Aligning website goals with business objectives ensures the site meets user needs and organizational priorities.
  • Effective Vendor Selection:Thorough vendor evaluation and clear project governance set the stage for a successful implementation.
  • Content-Driven Design:Developing a targeted content strategy improves user experience and drives engagement.

The result? A modern, intuitive website that effectively raises public awareness about insurance fraud, supports law enforcement, and enhances NICB’s reputation as a trusted leader in combating crime.

“.orgSource helped NICB articulate a web strategy, so it came into the project with several key decisions already settled and priorities identified.

The launch of this site represents a shift for NICB. The new site is focused more on the public and non-member audiences, allowing NICB to convey a clearer message and advance their mission by raising awareness of insurance fraud and theft.” — Emily Kodner, Sandstorm’s Web Strategy Director.