Content design project
Car insurance landing page rewrite and redesign
A complete rewrite and redesign of the most visited SEO page on Confused.com.
My role
I worked as the sole content designer on the project. Collaborating closely with the SEO team and front-end developers to ensure the page hit our conversion goals and accessibility guidelines.
Project goals
Redesign the page and the content. Using our new design patterns and language styles.
Improve the lighthouse score of the page by focusing on accessibility, SEO & the presentation of information.
Increase conversion and follow SEO best practices to optimise the page in the eyes of Google.
Key considerations
The data showed 90% of users would not scroll further than 25% of the page. And 60% of users would click on the main CTA in the hero.
Users primarily value the time taken to get a quote & the price the quote. These points should dictate the order of the content.
We should also prioritise trust and brand familiarity.
The redesign
The old design
The redesign
Key improvements
Hero section
Impact
Lighthouse score
Moving the page into the new design style has resulted in the lighthouse score improving by 14% on mobile & 25% on desktop.