Customer-focus comes last with Burgesses
POST MAGAZINE - 25TH MAY 2002
mortgage payment protection insurance firm Burgesses has launched a website that tries to do tow things. First, it evangelises about the unique nature of its product, and second it tires to sell you a policy. Things start promisingly with a nice Flash animation and a musical chime.
Then we arrive at the main page. Unfortunately, this is the biggest turn off of the whole site. It looks too corporate to appeal to consumers. There is then on long page that deals with all the information about mortgage protections. This is not the right way of selling a product.
It needs a more consumer-friendly front page that simply states what mortgage payment protection insurance is, who should have it and why Burgesses’ product is the best.
The menu options themselves are well animated and the layout as a whole comes across quite well.
The application form is well laid and uses a third party’s secure server to collect all the information, but does not automatically issue a policy online. However, I could only find one link to it from the whole site and there’s certainly not one form the main menu. Do they want to sell policies or not? The styling of this site is fine but it needs to focus much more on the main point – selling to consumers.
