Insurance Company Website Redesign

Scope: Full website design and development My Role: End-to-end design and build (UX/UI, front-end, CMS integration)

The existing website looked outdated and buried its core actions, getting a quote, filing a claim, finding a policy, three clicks deep in generic navigation. Visitors comparing insurance providers often bounced before reaching a quote form, and mobile conversion was significantly lower than desktop despite most traffic coming from mobile.

I started by mapping the site around three high-intent actions: Get a Quote, File a Claim, and Find My Policy, surfacing all three directly in the hero rather than behind a menu. Insurance is a trust-driven purchase, so the design leaned into clarity and credibility: clean typography, real coverage comparisons instead of vague marketing language, and a simplified quote flow that collects information progressively instead of a single long form.

For mobile specifically, I rebuilt the quote flow as a step-by-step wizard rather than a scrollable form, since abandonment on long forms is highest on mobile.

Homepage with direct-action hero (quote, claim, policy lookup)

Multi-step quote flow with progress indication and inline validation

Coverage comparison pages structured around plain-language explanations, not just legal terms

Claims portal with clear status tracking

CMS-managed blog/resources section for SEO (state-specific insurance guides, FAQ content)

Fully responsive, built mobile-first

Reduced quote-flow abandonment by simplifying form steps and adding progress visibility

Improved mobile conversion by rebuilding the quote experience as a guided flow instead of a static form

Organic traffic growth from the SEO-structured resource section, targeting long-tail insurance search queries