Does this visitor funnel make sense?

[Ozzy]

Hides face in shame that I haven't already used this part of UKBF myself already .

In each of these please can I have feedback on;

• Is the purpose of the site clear?
• Is the call to action clear?
• Does the website inspire confidence?

The website is a sister site to this one, UKBF and all part of the same business, and is to allow people to get insurance quotes and of course hopefully buy. We are directing our marketing to two different landing pages depending on the position of the advert/marketing.

General links (like you'll see around this site) take people to the home page https://smartbusiness.co.uk/. Landing on this home page how do the above three bullet points work?

For paid socials we send people direct to the quote and buy journey, bypassing the home page and sending them straight into getting some quotes. Considering you would have just seen an ad on Google, Facebook and so on, and clicked on that advert to land on this page here. Does this page work with the above in mind?

Naturally do share as I'm sure some will, any other comments and feedback

 

[fisicx]

Showed it to a mate who doesn't use UKBF and he was very confused.

He didn't immediately realise this was an insurance site. Once he did he wondered why the name Smart Business.

How does an insurance quote get him more time back?

He didn't get past the hero image - he said he wouldn't bother as his broker does all this for him.

He did click on the Business Insurance button, saw the broken image and all the guff on the left and stopped. He then looked at all the types on insurance and saw they all linked to the same page.

Clicking on Building Insurance it asked him about turnover?

To answer your third question: no it doesn't.

With regards the second landing page - it says welcome back. Which means anyone who has already visited the page (like me) will be very confused.

It says I can start a quote but it doesn't tell me what for or who these top insurers are.

 

[Paul Kelly ICHYB]

Smartbusiness
No real call to action
As mentioned, it takes too long to know this is about insurance.

Landing Page
Says welcome back - tried via incognito and still says welcome back!
No call to action/thanks for coming etc.

That's as far as I have got!

 

[Nick@Daydot]

I think the homepage isn't far off, and it's somewhat refreshing to see an attempt at saying clearly up front what the site does rather than clever words and pictures. Maybe just having the headline as "Get the right insurance cover for your business" would do it.

Would small landlords (one property) consider themselves a 'business'? I don't know, I'm not the target audience.

I don't like the animation - animations are just a bad idea unless they communicate something - like a time series. They are a distraction, and impact the accessibility of the site.

I'm not convinced that the section 'the smart way to run a business' is serving any useful purpose. Its existence make it less likely people will scroll to the FAQs which look more useful

When I click on the CTA buttons at the top I expect to go to a form. If it goes to an info page I'd expect something like 'find out more'. Then, on the landlord page I become confused by the options. There's a button to start a quote, but there are all the special categories below. I'm not clear what the 'start quote' as the top of the landlord and business pages will give me that's the same or different from the options below. What if I want more than one? Why is the one at the top more important? Someone might not scroll and see the other options - shouldn't all of the options be offered at a peer level?

Back on the homepage I thought that 'powered by community' was going to tell me the platform you're on - like 'powered by Shopify' type of thing. I'm entirely unclear how the insurance site is powered by a forum on a different site. If you want to promote UKBF on the insurance site then just say something like 'Join our small business online community'. It's immediately clear what's on offer rather than an obscure headline that doesn't offer a reason why anyone should read the small print.

 

[Gyumri]

The blue colour is lively and welcoming for selling insurance products, but the site is otherwise way too long to scroll through, contains shapes that look like pieces of a broken puzzle; pictures of women who are not adding anything to the presentation. It would be nice to see a rosette - blue and gold with a red ribbon - saying something like "Top Insurer 2023" or something like that so that the date can easily be changed every year.

So in a nutshell further refinements are needed - and also include a clickable phone number if you really want the business.

 

[Ditata]

@Ozzy

I think you should add Insurance to the header so it reads "Match your business with the right insurance cover" or even "Match your business with the right business insurance cover"

I guess people landing on here will be looking for insurance cover but it doesn't hurt to spell it out - even just for googles sake - that its business insurance that you're selling.

---

I'm not sure that "See if you could get more time back for your small business. Find and compare the latest insurance quotes in minutes." line is particularly powerful, as mentioned above how is finding and comparing quotes saving me time? The comparison site model is pretty much the standard way of getting insurance now so what makes this service any more time saving than the others.

Getting an insurance quote is something people usually do annually, I feel like the time aspect isn't the key consideration, I think not being sure they're getting the right cover, the fear that I don't know what I don't know comes in to play.

Insurance is quite a technical and complicated product that I probably won't know if I've messed up until its too late.

Is there perhaps a more compelling sentence you could put here? Maybe something that highlights another strength or plays to the customers fears like - "Don't risk getting the wrong cover, let Smart Business help you find the right cover for your business insurance needs."

The business name is Smart Business not Quick Business, push on helping people make the smart choice by using you. They'll get peace of mind by engaging with your expert service that does whatever it does to ensure they get the right policy for their individual businesses needs.

If you can put it in the readers head that they're not being smart by going elsewhere, they're going to find it hard to click away, even if they do go and look elsewhere, they'll be an element of doubt in their mind that ... hmmm, am I sure this is the right cover? Those guys at Smart Business said they'd ensure I got the right insurance policy with the protection I need being there when I need it... maybe I'll go back to them.

Your tag line could be something like: "Smart businesses use Smart Business"

 

[Birmingham]

Late to the party but here's 2 cents

Is the purpose of the site clear?
I guess. It seems like a 'landing page' style site optimised for selling insurance to businesses and landlords.

Is the call to action clear?
I guess. Internally the quote buttons are very clear, if not too frequent (a bit desperate looking). And on the homepage the main call seems to be to click either landlord or business, which seems fine.

Does the website inspire confidence?
Could be better, could be worse. The logo is quite strong and some parts of the design are strong for example the layout of the above-the-fold on desktop view is nice. But some parts look a bit like off-the-shelf landing-page stuff. For example the graphics under the heading 'The smart way to run a business' and the three columns of text there look like they're made for SEO rather than for users. I may have a biased perspective though, as an SEO guy. Now I'm looking for a bit of background on the company, I see 'Copyright © 2023 Business Data Group Ltd' but there's no link through to an umbrella corporate site, there's no about us / corporate bio page, etc. so I'm not yet sure it's a legitimate serious company that cares about its customers and its reputation. And from an SEO background, the Articles link in the main menu is a dead giveaway of low effort SEO-driven websites. 'Articles' is such a generic word almost exclusively used by old fashioned SEO teams going back to the days of article directory content farms. It's hardly better than a link called 'Contents'. Highly recommend you reword it to something more professional, and more specific if possible, such as Knowledgebase, or FAQs (and structure the article titles accordingly), etc.

Does the landing page work with goals in mind?
Well it has much more in the way of confidence-inspiring features, with a clear 03 phone number, hours, powered by a company name with a decent logo. Obviously you've avoided unnecessary links to things like 'about us' in order to streamline the conversion funnel and some people will go along with that but others will now be googling who is this 'simply business' company. The page is also very short and the middle (main) section looks under-designed especially the plain text left column but it's not a massive issue. Upon clicking 'Start your quote' I see a very well designed, user-friendly form and the confidence has increased a bit. Still you are now asking for various details and on the next page will ask for evermore details so I have to make the decision: do i want to risk being spammed to death from this point forward? Do I need insurance and is the next company any better than this one? That's the decision I'm now making and the info at the bottom of the page kind of addresses this but it's not reassuring, it just puts you in the same ballpark as any other quotes site I guess, so it depends how precious is my data privacy and how urgently do I want a range of insurance quotes - my other option being to go directly to a big brand insurer in the hopes that the deal won't be much worse and my data won't be sold to as many third parties - maybe you can play on this by emphasising how likely you are to find me a better deal than if i just went to one of the top brands directly, etc.

 

[NickZ]

• Is the purpose of the site clear?
• Is the call to action clear?
• Does the website inspire confidence?

Let's try to get behind the reason:

Do we talk about smartbusiness.co.uk/ or ukbusinessforums.co.uk/ ?

Both try to make all people happy, that is the biggest obstacle for many shops and websites.
The call to action is not really present as the visitor needs to find their solution to their respective problem.

A website does not inspire confidence any more , you need to have a company, socials and all needs to harmonize.

So here we go:

Are you aware who your clients are?
Where do you get them from?
Were you happy till xx month when traffic changed?

Assuming you fetched your main traffic from search engines.