fimc

I was first introduced to FIMC because the supplemental benefits provider was seeking a copywriter for an email campaign that would lead users to a site for their new products. From that small project, a long-term partnership grew in which the FIMC marketing team, the legal team, our UX designer, and I worked to evolve the site’s overall experience. With products that may be unfamiliar to consumers (they’re not quite insurance, but not quite not insurance) we collaborated on nailing down the position of our messaging and how we wanted to communicate product information.

The content hierarchies turned into a page template that we applied to all 3 FIMC Hero product pages. Using insights from our user testing process, we focused on conveying benefit-oriented messaging in bite-sized pieces. That way, potential customers can immediately learn about the specific value that Home, Pet, or Auto Hero could bring to their lives while quickly scrolling.

Through relatable scenarios, discount diagrams, insightful statistics, and more, FIMC’s new site does a much better job at building credibility and explaining the worth of shelling out for supplemental benefits.