Icon Risks
Icon Risks required clear, informative website content that could explain complex insurance products while supporting enquiry generation and building customer confidence.
I created website copy and product pages covering a wide range of commercial insurance products, from Public Liability and Professional Indemnity through to Cyber Liability and Directors & Officers cover.
The content was designed to simplify technical insurance terminology, explain coverage clearly and help business owners understand the risks relevant to their organisations. At the same time, every page needed to support conversion by guiding visitors to obtain a quote or speak with a broker.
Operating within a heavily regulated financial sector also required careful attention to accuracy and compliance throughout the customer journey.
Project Overview
Project Scope:
Creating conversion-focused website content for a newly launched commercial insurance broker serving UK SMEs.
Deliverables:
Homepage copy
Product pages
Sector pages
About pages
Calls to action
Website messaging framework
Client: Icon Risks
Industry: Commercial Insurance & Financial Services
Services Provided:
Website copywriting
Product pages
Conversion copy
Information architecture
Customer journey optimisation
Key Objectives:
Simplify complex insurance products
Support customer understanding
Build trust and credibility
Improve enquiry generation
Create a frictionless customer journey
Commercial Insurance
Specialist commercial insurance solutions for UK businesses.
Product Page
20+ Product Pages
Informative easy-to-understand content across all products.
SME Business Focus
Content tailored to the needs and risks of UK SMEs.
Who We Cover
Conversion-Led Messaging
Clear, persuasive copy designed to build trust and drive enquiries.
Built for enquiries
Content structured to guide visitors towards quotes and contact.
My Approach
I developed a content structure focused on user intent, ensuring clarity for anyone landing on the site.
Each product page was created to explain key cover areas with common scenarios and policy considerations in plain English while maintaining professionalism.
Content was structured to reduce friction in the customer journey and encourage enquiries through clear messaging, reassurance and strategically placed calls to action.
The Challenge
Commercial insurance can be difficult for business owners to navigate, particularly when multiple policies overlap or use technical terminology.
The challenge was to create content that remained compliant and informative while making complex insurance products feel approachable and easier to understand.
At the same time, the website needed to support conversion by helping visitors quickly identify the cover most relevant to their business.
Results
Delivered a complete content framework for a newly launched commercial insurance broker.
Simplified complex insurance products for SME audiences.
Built trust through clear explanations of policy coverage and exclusions.
Created a conversion-focused customer journey designed to support quote requests and enquiries.
Positioned Icon Risks as an accessible and knowledgeable commercial insurance partner for UK businesses.
Additional examples and web links are available on request.