Kocher Insurance

Project

A focused rebuild for an insurance group serving businesses across the country: its five lines of coverage each with a page and a way to ask, the group’s personal approach in front, and a quote one click from anywhere, built from the content it already had.

Industry: Insurance
Area: Chicago, IL
Services: Design, Content, Development

Visit the Website

Good Content in a Site That Didn’t Lead Anywhere

The Situation

Kocher Insurance Group finds coverage for business owners, from flower shops to golf courses, in surplus and excess lines, property and casualty, life and disability, group health and commercial insurance. Its Squarespace site already had sound pages and copy, but the presentation was dated, the path through the site was unclear and the calls to action were weak. The group needed a modern site that made each line of coverage easy to find and asking for a quote easy to do, without rewriting everything.

What the Site Had to Do

Goals

Two sets of goals: what Kocher Insurance needed from its new website, and what its visitors came to do.

For Kocher Insurance

More quote requests from business owners.
A site that reflects its experience and personal service.
A new site without starting over.

For visitors

Find the coverage their business needs.
Understand how the group works.
Ask for a quote.

Six Parts of a Site That Leads to a Quote

What We Built and Why

What we built, why, and what each part does for the group and for visitors.

A page for each line of coverage
What
Pages for surplus and excess, property and casualty, life and disability, group health and commercial insurance, each explaining who it’s for and how the group helps (for property and casualty: an analysis of the insurance in place, comparisons between providers and coverage assessments), with a contact form and links to the other specialties.
Why
A business owner arrives with one need, such as group health for employees or cover for a property. A page per line meets that need directly and shows the rest of what the group can do.
For the group
Each specialty working as its own way in.
For visitors
The coverage they came for, explained, with someone to ask.
A quote from anywhere
What
“Get a Quote” in the menu and the first screen, a quote page with its form, and contact forms on the service pages.
Why
The old site’s calls to action were weak. A quote is the step that starts a client relationship, so it’s never more than a click away.
For the group
More requests from the people already reading.
For visitors
No searching for how to start.
The broker’s approach in front
What
A client service page (“Our service does not stop when your coverage is bound”) on assessing exposures, planning to control them and searching the whole market; an About page on communication, building programs, results and care.
Why
Insurance is bought on trust. Showing how the group works, before and after a policy is bound, sets it apart from a price comparison.
For the group
Its personal service, put into words.
For visitors
What working with the group is like.
Clients’ words on the first page
What
Client testimonials on the home page, among them a business that has worked with Karl Kocher since it started in 1996.
Why
A decades-long relationship says more about a broker than any claim.
For the group
Its long relationships as proof.
For visitors
Reassurance from other business owners.
Existing content, sharpened
What
The pages and copy of the old site reused and refined, with clearer messages and calls to action, on a structure with services, testimonials, staff and policies as content types.
Why
The content was sound; the problems were presentation and flow. Reusing it saved the group a rewrite.
For the group
A new site without a writing project.
For visitors
The same knowledge, easier to follow.
Room to keep publishing
What
A newsroom for articles, a newsletter signup, an offers section, business hours and social links in the footer, and policies and an HTML sitemap.
Why
A site that only describes services goes stale. A place for news and offers gives the group reasons to share it.
For the group
A channel for updates and promotions.
For visitors
Current news and a way to stay in touch.