Insurance Websites: Reach Consumers With Simple, Digestible Copy
Published: April 18, 2019
Insurance companies and financial services are one of the least trusted resources by consumers, according to a report from Edelman, though insurance companies and financial services increased trust by 8% over the last five years.
In other words, it’s common for consumers to be skeptical of insurance websites, which is why these sites need to be at peak performance. But most commonly, insurance sites are too complex. When diving into insurance websites and analyzing them for intuitiveness, The North American Insurance Report from VisibleThread, a web content analysis solutions company, found that most insurance sites surveyed weren’t easy to digest for the average consumer.
VisibleThread noted, “Our research shows that complex, obtuse language diminishes trust. Legalese is not accessible to the average North American consumer.” To effectively communicate with consumers, here are some website tips and tricks.