BostonInsurance.com is a project started by a local insurance agency, KW Insurance, an organization that has worked with customers in the Greater Boston area for decades. BostonInsurance.com is a web-based service that connects customers in the Greater Boston area with the best local auto, renters, condo, and home insurance policies.
KW Insurance approached us with an issue that many local agencies struggle to solve; how to attract millennials, the generation most likely to be first-time insurance customers and most likely to shop around. They wanted a website that had the visual appeal and simplicity of a mobile phone app while providing the full functionality of a website. We quickly developed some concepts that we knew would appeal to their target demographic.
We worked closely with the BostonInsurance.com team to develop a cutting-edge design concept that would meet their needs and help them reach their target audience of millennials. Most insurance-related websites feature safe, conservative designs that do not stand out or help convert in the ever-evolving digital world. We decided to ignore what most of the competition was doing. We went big and bold with our design, utilizing visually-appealing, full-width rotating homepage images that embody everything that Boston is about; Boston Harbor skyline, Fenway Park, photo from Top of the Hub, etc. We also incorporated a section of full-width boxes on their homepage for each of their core insurance offerings, also offering visually-appealing imagery with organized and information presented in a simple manner.
For interior pages we continued with our bold imagery while also incorporating consistent call-to-action areas and quote request forms on every page. We also developed user-friendly service boxes on interior pages that website visitors can interact with to learn more about each individual offering. Like other modern, user-friendly websites and mobile apps, we’ve ensured that all of the site’s pages and key information are presented succinctly and without major distractions. Most importantly, this website was designed to be fully responsive so that it looks and functions exceptionally well across all devices. Bostoninsurance.com is scalable, easy to navigate and will remain visually-appealing for years to come, which provides their team with an excellent opportunity to attract the next generation of insurance customers.
The website’s design has not only helped establish the BostonInsurance.com web presence, but the new website has enabled them to begin converting web-based leads immediately. As expected for a brand new website we have seen the following increases in website metrics: