Explaining the Product
After conducting discovery as well as a full refresh on the company's business model and research into the competitive landscape, TBG provided a detailed redesign strategy, moving away from the existing historical imagery into a more contemporary sort of user experience. Since explaining the singular product—and dispelling a series of immediately likely misconceptions—was the first order of business, we recommended that the site be structured around this imperative. This meant navigation and generous amounts of space dedicated to explaining the product and a focus on breaking down the message into usable chunks.
Once Baltimore Equitable Insurance had signed off on this strategy, we worked with an excellent writer (Brian Klam) and photographer (Peter Howard) to develop the content that would make this strategy really sing. A major focus was on balancing the delivery of particular messages through different parts of the page, and through implied messages in images vs. text. Rather than provide a too complex, all-at-once experience, we wanted the potential customer to be oriented in a series of messages, each grounded emotionally and each building on the last. This made for a homepage-driven site, with the homepage acting as a complex sales tool, though other pages throughout the site support the message in greater detail. TBG also designed the site to be very conversion-focused with a variety of appealing calls-to-action and different ways visitors can raise their hand or take the discussion to the next level. A major focus for conversions was an embedded rate calculator, allowing a visitor to compare the total cost of ownership between Perpetual Insurance and regular homeowners insurance over a period of time—a compelling calculation, to say the least.
One of the great aspects of this site was the final quality and level of integration of overall content strategy, actual written content, and imagery we were able to achieve in this site. This was the result of an intensive collaboration between the various creative parties—who from the start saw eye-to-eye on the creative vision. From our standpoint the content and imagery provided a perfect blend of education, validation, and engagement—precisely tuned to resonate with Baltimore Equitable Insurance's key demographics.