- October 4, 2022
- 5 minute read
It’s been a while since we discussed our work in a post, so I think it’s time… the topic is website evolution and I’ve chosen Future Proof Insurance as the example, a client for over 10 years.
Future Proof are critical illness, income protection & life insurance specialists, often helping clients who find it challenging to get insurance through more standard policies. Founded in 2011 they have had a somewhat meteoric rise, growing rapidly in the early years, winning multiple awards (which they still do on a regular basis) and being noticed and subsequently purchased by St James’s Place Wealth Management in 2019… impressive.
We find that most clients need a new website every 4 years or so and we created new sites for Future Proof in 2011, 2015 and 2022. So let’s go back to 2011, having created their logo we used the website creation process to explore design directions, settling on a friendly, approachable style and wildlife imagery including families and groups of animals. It proved to be a very successful brand direction and gave them a clear point of difference against their competitors.
It’s worth noting that this first site was a fixed-width site, designed for desktops, which was ideal for their users. Attractive and comprehensive, the site included 2 separate navigations for ease and a simple quick enquiry.
By 2012 the technology for creating mobile responsive websites was becoming more accessible, removing the requirement to have a fluid site or a separate mobile-only site. This change in technology gathered pace as smartphones and tablets became more common and user habits shifted to using a variety of devices. By 2015 it was a priority for Future Proof to have a fully responsive website.
The 2015 site was a customed designed site (in common with all our sites) and used WordPress as the Content Management System. Consequently, it was extremely scaleable and Future Proof created an extensive library of blogs and articles to help with search engine ranking performance. The site also included the ability to get an instant quote online, an important new development.
By 2022 the fundamental requirements for the site had not changed, but new technology opportunities had emerged, the site needed content reorganisation and it was time for a brand style update. The animal imagery had served them well, but it was time for a more sophisticated look and feel.
Launched in August, you can take a look at the new Future Proof website and see the next evolution of their site for yourself. You may want to check out their insurance products and get a quote, after all, they are a multi-award-winning business.