In the United States, Allstate wins this year's Home Insurance study. Website visitors are satisfied with the amount of information and have confidence in this brand. This is how Allstate.com does it:
Reasons why clearly displayed on home insurance page
By showing the Allstate name everywhere on the page, consumers feel confident they have found the right website, which increases their trust in the brand.
Almost every time the Allstate name is mentioned, whether on the homepage or the home insurance page, it is connected to a reason why. For example: "Allstate is more than insurance", "Allstate can help you protect your home", "Get useful information about home insurance with Allstate", "Read what Allstate has to offer", "Allstate insurance is more than.." and so on.
The first information section of the page immediately starts with a big WHY you should get home insurance: "Get coverage that is built to protect your home". The large font and distinctive letter spacing make it stand out.
In the header, website visitors see a family with three children, enjoying what appears to be breakfast at home. This reflects the feeling of protecting your home. It is seen by the consumer: "I love the images that show me what the facts refer to."
Information is easily accessible
Allstate.com presents information quickly. On the left, a menu gives the website visitor options to navigate to a Home Insurance Overview, Coverage & Policies and so on.
By clicking on the items in this menu, consumers have all the information they need, without having to provide personal data. In the consumer's words: "Ample information about different policy information and things to know without wanting to collect personal information upfront. Felt friendlier and more personal". Additionally: the most important information is displayed directly under the Allstate "why".
Allstate convinces visitors by providing the right information and emphasizing the why
The Allstate website convinces visitors by regularly stating the why and making the most important information easily accessible. Website visitors don't need to enter a zip code, name and phone number to know what Allstate's benefits are.
