Last year, State Farm was labeled as "Simple" but also "Informative," "Fast," and "Easy to navigate." The website makes a good impression by showing exactly what State Farm does. The homepage directly shows State Farm's intention: protecting people and their property.
Here to help, now and in the future
State Farm indicates they are here to help. This is clearly visible in the images used on the website. The website shows an image of a man, his house that has burned down, and a State Farm employee comforting him. Accompanied by the quote "Here to help recovery go right." This clearly portrays the insurer's message: we offer you protection. This is appreciated by the customer: "With all the disasters lately, I find the photo and text they have on their opening page beautiful. There were two people embracing where their house had stood after a fire. It said: 'let us help you recover.' It's good to know that a company can empathize with that kind of pain and suffering."
The insurer goes even further with this by using the quote "protect their future." In the image below, two expecting parents look toward the future: a future where their baby will need a bed and a stroller. Insurance has a double meaning in this case: the child will be insured by you and therefore protected by you.
State Farm points out the obvious
Insurers often seem similar at first glance. State Farm acknowledges and emphasizes this while directly providing additional reasons to take out insurance with them: "Insurance companies probably all seem alike. But there's a reason so many people insure their vehicles through State Farm. Actually, there are multiple reasons." Regarding auto insurance, the insurer adds:
Visitors get the feeling they've landed on the right webpage
The combination of an image with a person in a car, mentioning the words 'auto insurance,' and the clear focus of the content on auto insurance. All of this contributes to the feeling that the customer has found the right webpage. State Farm emphasizes this by using the sentence: "Looking for auto insurance? You're in the right place!" — after which they explain why State Farm is the 'right place' by using the quote: "Great insurance, great value."
Be empathetic and acknowledge the emotional needs of website visitors
State Farm's best practice teaches us the following lessons:
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Add extra elements to strengthen the brand's reputation. For example, add 'Social Proof,' or add images that reflect what it means for the customer to acquire your brand product or service.
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Clearly explain to the visitor why they should choose your brand.
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Acknowledge the visitor's emotional needs to convince them they have come to the right place for a specific product or service.
