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50% increase in lead generation from a highly effective new website focusing on two target audiences
increase in visitors to the website
engaging client testimonial videos
increase in requests for a call back
Harris Balcombe is one of the UK’s most established leading loss assessor insurance consultants, operating nationally out of regional offices.
In 2008, the Harris Claims Group merged with Balcombe Group PLC to create the oldest and most prestigious claims recovery business; their award winning team has a combined experience of more than 140 years, unmatched by any other insurance claim consultancy in the UK.
They specialise in taking control of insurance claims on behalf of commercial and domestic clients; liaising with insurance companies and their representatives to ensure that the proper compensation is agreed to restore clients property.
Harris Balcombe’s online performance was hampered by a dated, slow website which lead to a poor user experience that didn’t deliver clear communication of their leadership and pioneering high standards in the insurance industry.
Navigating the site was complex with no clear route for commercial or domestic enquiries. The language used also didn’t reflect the concerns and needs of their clients with no clear call to action to take the next step and contact Harris Balcombe.
Following the initial client strategy and research workshop we were able to define two distinct themes and customer journeys that needed to be developed, each one requiring a different tone, promise and language.
By steering online visitors as early as possible to the right area, be it a domestic or commercial claim, we developed a different user journey and set of actions for each audience.
The route for domestic customers now involves a softer, more empathetic approach that includes video testimonials, it demonstrates reassurance and trust to people who have suffered a bad experience, like a house fire. Careful use of language was tailored to this audience; ‘discover how we can help you get your life back’, and ‘expert help when you need it most’, showing empathy and understanding in stressful situations.
Alongside this, we developed links to other content which provides information needed to help visitors along a journey and make a decision to get in touch and use Harris Balcombe’s service. A video shares a family’s personal experience, thanking them for their professionalism, care and help in challenging times.
A bespoke approach was also developed for Harris Balcombe’s commercial clients that focuses on their key needs and concerns. Here we were able to demonstrate their expertise in dealing with the complexities of a disaster affecting a business and the subsequent insurance claim.
Through this highly focused approach and understanding the different users’ needs, enquiries from their website jumped dramatically within the first months after the launch.
Visitors to the site were able to quickly and easily navigate, with a clearer understanding of the benefits of working with Harris Balcombe, reassured by the ‘promises’ made through both overt and subtle communication of key information.
To see Harris Balcombe’s website for yourself, click here.
“I just wanted to say a very big thank you to you and your team for an exceptional product. Everyone here is thrilled with the results and we are so happy that we went the direction we did. Many thanks.”
Alex Balcombe – Partner
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