Is your product content putting customers off? 

Insurance companies are losing customers because their sites aren’t good enough, according to recent research from Global Review

 Is your product content putting customers off? 

Insurance companies are losing customers because their sites aren’t good enough, according to recent research from Global Review

This benchmarking study, which uses consumer scores over more than 300 performance criteria, rated product information on insurance sites very badly. The lowest scored just 23% of its possible criteria mark. Key customer complaints were:

  • not being able to find the information they need
  • finding it impossible to compare products
  • application forms being too difficult
  • not enough supporting information about policies

The report concluded that very few consumers would recommend an insurer’s site to other people. Ouch.

5 ways to refresh your product content

When your business is part of a crowded market, having site content that’s well-governed, mapped to your customers’ needs and in your tone of voice and can make the difference between gaining a customer and losing out to your competition.

Taking time to focus on your content could be just the point of difference you need – and here are 5 ways to help you do just that…

1. Take a fresh look
If you’ve been working on your site for what feels like forever, you can lose sight of how it would look to a new arrival. If someone’s come to your site for the first time, what will they be trying to do? What will they want to know? Ask: Do you really answer people’s key questions fast? Or is the important stuff swamped by irrelevant detail?
2. Focus small
Looking at your micro-content can give you testable and measurable quick fixes that can make a big difference. For instance…

• Are your calls to action working hard enough?
• Does your messaging lead on benefits or features?
• Are your buttons focused on what the user gets when they click?
• Do you make sure you overcome possible objections and make the user feel in charge?

Persuasively crafted signposts and navigational elements can do all of these things and more. See how micro-content fixes can improve your bottom line
3. Don’t make people visiting your site struggle to find and compare your products
Digital content should always be scannable. Is yours? What are your products’ USPs? What information do users need to make an informed comparison across your products?

Make it easy for your customers to compare by developing and sticking to a consistent content format
4. Speak in your brand tone of voice
Even brands with even a very well-developed brand voice can forget to sound like themselves in their product and form copy. But these areas of content are important brand touchpoints, and an effective tone of voice should get everywhere: into error messages, form fields and key features documents.

Take a moment to see if your product content sounds like you. Have you lapsed into robotic data-capture language? Or do you just sound like everyone else? Could your tone of voice use a little work?
5. Look at your form function
Any purchase, subscription, quote request or enquiry form needs your care and attention. Make sure you follow best practice in writing your online forms: be realistic about how long the form will take to complete, and explain up front what documents or information users must have to hand in order to complete the form successfully.