About Sentinel

Sentinel is one of the largest employee benefits providers in the Northeast with 4,000+ clients and more than 250,000 plan participants. Sentinel partnered with SilverTech for their website redesign to accentuate their competitive advantages to other providers and strengthen brand messaging and company culture online. Additionally, they wanted to highlight Sentinel as a one-stop-shop benefits provider for employers and employees. Sentinel sought SilverTech’s expertise to create an experience geared towards the individual including storytelling elements through iconography, lifestyle-type imagery, and testimonials on their website.

The Process

Sentinel chose SilverTech’s recommendation of Kentico for several reasons. What appealed most to them was the easy-to-use interface for content editors, the ability to tag content clearly and effectively for multiple user groups, varied ability levels/place in the sales funnel, and the platform’s marketing automation abilities. Since the main goal of this website redesign was to create lead generation, the power and customizable functionality of the Kentico CMS coupled with the easy-to-use personalization and marketing automation features was a no brainer for Sentinel.

The Challenges

SilverTech faced several challenges throughout working on this project. One of the pains of Sentinel’s old site was that the homepage was difficult to use, asking users to act before understanding who Sentinel is. The new website clearly communicates the Sentinel brand before asking users to act. Another challenge that SilverTech faced was placing educational materials and related resources in a location and manner on the website that would be the most beneficial to users. This would make it easy for users to find information on their own and eliminate the need for Sentinel to send users direct links to the information. Sentinel loves the new website and SilverTech was able to address all the challenges of the old website.