The situation
A life insurance firm sells products that sound alike to everyone except the person selling them. Term life with return of premium, indexed universal life and final expense solve three different problems for three different families, and a single Services page flattens them into one wall of text that helps nobody choose.
The site also carries two audiences that have nothing to do with buying a policy: agents the firm is recruiting, and the vendors in its referral network. Left unseparated, those compete with the customer path and win, because they are the loudest.
What we built
Three clean paths on one site.
- Each product explained on its own terms, in the language a family uses rather than the language a carrier uses: term life with return of premium, indexed universal life, final expense
- Become an Agent as a top level section, so recruiting has its own front door instead of borrowing the customer’s
- Trusted Vendors given a section too, because the referral network is part of what the firm actually offers and it was previously invisible
- The team photographed together as a team, which is the thing a family is really judging when they pick a firm
- A single Contact action, because in this category the next step is a conversation with a person
What it does now
A family comparing policies, an agent considering a move and a vendor looking for a partner each land and find their own path, without any of them having to read past the other two. The firm’s agent team runs on a separate platform we built alongside it, CPIS Hub.