Advance Insurance Consultants (AIC) are an independent Hertfordshire based insurance firm specialising in personal and commercial insurance

AIC approached us to help redesign and build a new website and create a responsive mobile-first experience for prospects.


The brief

With the arrival of online websites that offer insurance, the insurance market has become competitive and noisy. With years of experience and specialist knowledge, AIC understands the value of knowledge and advice to navigate the complex world of insurance. They locate policies for customers that are competitive and right for them, and, consequently, customer retention is high.

The brief outlined the need for customers to easily identify their insurance needs, understand why they should trust AIC and make it easy to request a quote.

AIC bespoke website

Key problem areas

Difficult to navigate

Old fashioned

At the risk of being penalised by Google for being unresponsive and slow

High bounce rate and low dwell time

Decreased visibility in a competitive industry

“In a recent report, approximately 60% of respondents had purchased motor insurance online at some point.”^

AIC bespoke website

The solution

Over the past seven years AIC’s managing director has trusted us to deliver branding, landing pages for Paid (PPC) campaigns and digital marketing.

After a full review of the website, we established three areas for improvement: technical, UX and connection.

We put our seven years working with AIC to good use, to improve and simplify the user experience (UX) creating a clear path for customers to find an insurance scheme and make an inquiry.

Here’s what we did:

Took a mobile-first approach with a site rebuild that ticks Googles boxes

Overhauled the user interface (UI) to improve user experience

Put AIC front and centre to create a personal and authentic experience

Implemented WordPress content management system (CMS) that allowed multiple user access, giving team members the ability to manage content and management to choose access levels

Integrated (API call) with AIC’s YouTube playlists to ensure the website delivers the latest YouTube video content

Focused on the user experience (UX) to provide a seamless frictionless experience for new and existing customers looking to book a session, join or get a free trial class

Made the search facility easier, with the introduction of custom search functionally to enable users to search based on keywords with results rendering related insurance services and posts

Created landing pages for insurance services to act as a ‘homepage’ for paid online advertising (PPC) campaigns

Introduced a quote engine to provide visitors with instant ‘price breakdowns’ based on information they have submitted

In a recent industry report just three in ten (29%) felt confident they understood how their insurer calculates their premium. *

AIC bespoke website
Ricky Crump, Project Lead, Making Websites Better (MWB)

“To work with a brand and know so much about them, made the project easier - we already knew about the product lines and the benefits. What we needed to do was make sure Google knew and make it easier for visitors clicking through to find what they wanted quickly. Traditionally, insurance sites can be complicated and site visitors bogged down with detail. AIC is straight-talking, practical and no-nonsense and it was important we articulated this. The site is technically where it needs to be and is now the perfect platform for us to grow from a digital marketing perspective.”

Chris, Managing Director, AIC

“We knew we needed to update our website to improve the mobile experience, and I didn’t consider anyone else for the project. The team at MWB knows the brand well, asks intelligent questions about the business and understands what we want to achieve. We are already achieving what we set out in the brief and are confident MWB will continue to actively support our digital marketing efforts including our website. We have only just started!”


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