For FMI's homepage, we were able to strike a balance of professional yet approachable. The design is clean and visually-engaging while remaining informative, which is important given the seriousness of the insurance industry. Right below the main hero image we incorporated tabbed call to action (CTA) for the company's most common user types: new prospects and policyholders who either need to make a payment or a claim. This multi-layer CTA acts as both a lead generation tool and a customer experience tool.
The rest of the page focuses on providing useful information about FMI, as well as breaking down content by home insurance and business insurance to give users a more targeted experience. Lastly, for the users who are still exploring FMI, we incorporated a resource section at the bottom of the page which highlights the company's newest articles and blogs.