Integrating a stronger digital strategy that improves usability and brand impression.
American Family Insurance: AmFam.com
American Family Insurance used my agency to carry out a major initiative that created a new digital strategy, designed a new complete corporate website, and ran extensive user testing of the new design.
The result was a fresh and modern update that helped result in increased revenue, up 30% between 2017 and 2019.
AmFam’s updated brand strategy focused on empathy for the customer. They would be known as a company that deeply cares for their customers dreams and communities.
Home Page
Empathetic messaging is featured throughout the site, and it takes center stage on the header where imagery is displaying AmFam’s community involvement.
Our research revealed that users’ main goal for visiting the site was to get a quote, so the quoting function would need to be of equal priority.
Insurance 101
One way the empathy strategy was executed was through educational content. Our research indicated that users lacked knowledge about insurance, so extra effort went into educating customers.
“Insurance 101” was a new page that outlined the process of shopping for insurance, clearly listed the insurance types AmFam provides, defined insurance-related terms, and offered further resources.
Insurance Product Pages
The education concept is carried through product pages via messaging and content.
Agent Finder
Via copy, we positioned the agents as friendly and helpful experts.
The filter/sort feature allows customers to easily locate an agent, highlighting agents’ locations, credentials, languages spoken, and product specializations.
Articles
A template for article pages was created to help organize already-existing content that highlighted inspirational stories about other customers that bolster the brand strategy.
Search Results
