Insurance challenger, 1st Central, needed specialist support to bring a new tone of voice to life across their entire digital domain as they revamped their website.
With a brand new tone of voice but no one to execute it, 1st Central needed a partner to rewrite their website, which is visited by more than 1.5 million car and home insurance customers.
Leveraging our editorial expertise, they briefed us to audit and rewrite all 25 web pages, taking into account key UX/UI considerations and best practice content design.
The overall objective was to support direct traffic to 1stcentralinsurance.com over that of comparison sites and improve onsite retention.
Historically, the majority of 1st Central’s traffic was acquired via price comparison websites. However, with the insurer launching a new brand identity across all their touchpoints, the objective was to start boosting direct sales and improve SEO.
Their shop window needed a total makeover, transitioning to new colour palettes (purple to teal), fonts and overall visual identity, as well as developing improved user experience and navigation to boost customer clarity. Bringing their tone of voice to life was the final piece of the puzzle to tie everything together.
We immersed ourselves in the new brand world, featuring photography of real customers and a complementary tone of voice that was supportive, authentic and effortless. Throughout the project, we worked closely with their in-house UX designers to gain a deep understanding of each page’s content requirements and hierarchy, along with the bigger picture of the customer journey.
Working in a phased approach across 6 weeks, we developed a platform that was unmistakably 1st Central. From product pages to About pages and everything in between, we iterated until everything was approved by multiple stakeholders ahead of their launch deadline.
Following launch, 1st Central has collected positive customer sentiment noting the updates aimed at improving retention on site.
‘It’s very, very, clear - language is easy to understand without being patronising. It's easy to navigate and creates a feeling of a supportive company that will look after you’.
In terms of performance, since the updates went live the 1st Central team have also reported an uplift in conversion rate, hitting their objective of improving the user journey to their own platform.