American Home Shield

A reimagined digital experience built to educate and convert.

INSIGHT

Trust starts with clarity.

American Home Shield is the nation’s largest home warranty provider. But digital expectations had changed, and their platform—built through years of incremental updates—needed to change with them. Users expected more intuitive navigation. Mobile-first browsing had become the norm. And conversion rates had room to grow.

The challenge ran deeper than design. Home warranties live in a gray area that most homeowners don’t think about until the AC dies in August. AHS needed a platform built to educate, because in a category this misunderstood, clarity is the path to trust. And trust is the path to conversion.

The opportunity: transform a functional platform into one that could turn confusion into clarity, and clarity into confident action.

IDEA

Simplicity becomes the strategy.

We rebuilt AHS.com to teach first. We turned complex home warranty concepts into simple narratives, created coverage comparisons that show users exactly what they’re getting, and built savings calculators and repair cost breakdowns that answer questions before users think to ask them.

The redesign stripped away friction points. Cleaner navigation puts users three clicks from any answer. A mobile-first build meets the growing majority where they actually browse. We simplified the quote process to take minutes, guiding users through with confidence instead of confusion. And interactive plan comparison tools let people find the right fit at their own pace.

Warrantina, a new brand representative, gave AHS a human face and a conversational voice across every touchpoint, turning the abstract into something approachable.

The platform runs on Optimizely, giving AHS’s marketing team the power to update content, run A/B tests, and personalize journeys without developer bottlenecks. A foundation built to keep evolving long after launch.

35

drop in bounce rates

20

increase in mobile engagement

IMPACT

From confusion to conversion.

The results were immediate. Bounce rates dropped 35%. Conversion rates jumped 20%. Mobile engagement climbed as users found a site that finally worked the way they expected.

Customer feedback confirmed what the metrics showed: easier to navigate, easier to understand, easier to act on. Internal teams gained a platform they could manage and grow. And AHS’s digital presence finally matched their market position as the nation’s largest home warranty provider, with a digital experience to prove it.

Chemistry continues as AHS’s ongoing digital partner—maintaining the platform, launching new tools and features, refining SEO and content strategy, and ensuring the experience keeps pace with user needs.

Because education isn’t a one-time effort. It’s an ongoing conversation.