From price comparisons sites to conversion through a new website

Established in 2001, HomeProtect have become a multi-award winning insurance provider, focusing on specialist insurance.

They pride themselves on being able to deliver a quote online to 98% of people that try, without the need for calling.

This is particularly important to people who might usually struggle to get an accurate insurance quote due to an unusual property or challenging personal circumstances such as having insurance refused in the past, a poor credit rating, or a criminal record.

The brief

The brief from HomeProtect was to create a new website that would show off their new brand and encourage users to stay on the site and convert having traveled from price comparison sites.

The new site had to be fully responsive and we were required to migrate their existing desktop and mobile sites into one new CMS. 

We completed an extensive SEO research piece ahead of commencing detailed wireframes and designing a completely new look and feel for their online brand. 80% of their new business comes through their website, with an increasing number using mobile, so the brand proposition and customer experience were vital to help increase conversion.

The objectives

The client set the following objectives for this project:

  • To create a strong online identity using their new branding
  • To build a responsive website focused on conversion and to direct visitors through the quote and buy journey
  • To build the site on a new CMS which is easy for the internal marketing team to use
  • To combine content from existing desktop and mobile websites
Photoshop screenshot
Wireframes for all devices were created in Axure to define the content structure
Swap the devices to scroll the pages
Swap the devices to scroll the pages
Swipe the devices to scroll the pages

The solution

We worked with HomeProtect to understand their proposition and what makes them unique in the marketplace.

Much of their traffic comes from price comparison aggregators, so we know their customer's intention to get a quote is high. It was also important to communicate the core principles of the business, so we developed a simplified IA to focus on the content and navigation.

We built a new CMS based on Joomla which would enable the internal team to easily update the site content, and be able to grow their blog content with both industry news and information to help grow their influence as thought leaders in the industry. Their key mantra is that they want to be ‘helpful’ to their customers, and our new system was geared towards giving them the tools to achieve this.

We also developed a series of adaptable landing page templates which gives HomeProtect the flexibility to manipulate, refine and optimize their key landing environments.

HomeProtect website
47%Quote & buy traffic increase
15%Improved page load speed
46%Uplift in quote completion
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