Rossborough Insurance has been a trusted name in Jersey for generations. As one of the island’s best-known brokers, the company needed a digital presence that lived up to its reputation.
We’ve worked with Rossborough for many years, adding incremental improvements to their site along the way, but the time had come for a full-scale overhaul.
Customers were finding it harder to navigate, key services were buried, and conversion opportunities were not always clear. The project was not only about transforming the user experience but also about upgrading the CMS to give their team more flexibility and control.
The challenge
Insurance is a crowded market. Online, customers have come to expect speed, clarity and trust at every stage of their journey. For Rossborough, the challenge was twofold: simplify and modernise the user experience, while reinforcing their strengths as a reliable, customer-first broker.
Our discovery phase highlighted a number of areas for improvement:
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Navigation: The previous site made it difficult for customers to reach core products such as Car, Home and Travel insurance quickly.
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Calls to action: Enquiry forms and quote requests were not always easy to find, and conversion points lacked consistency.
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Trust signals: Social proof such as Trustpilot ratings was missing in key areas.
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Content hierarchy: Pages lacked a clear structure, with important information sometimes hidden in long paragraphs.
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Copywriting: Policy benefits were not always clearly explained, and opportunities to make the content more reassuring were being missed.
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Recommendations and bundling: Customers were not encouraged to consider related products or policy extras, limiting cross-sell potential.
Our approach
We designed and built a new website with the customer journey at its heart. Every decision was led by how to make it easier for people to find what they need, understand the benefits and feel confident taking action.
Clearer navigation
We simplified the site architecture to bring Rossborough’s most popular products (Car, Home and Travel insurance) to the forefront. Product pages are now clearly signposted and accessible within one or two clicks from the homepage.
Imagery suggestion: Diagram of simplified site map showing priority product routes.
Stronger calls to action
We introduced more visible and consistent call-to-action buttons across the site. Whether requesting a quote, calling an adviser or exploring additional products, users are always one click away from becoming customers.
Imagery suggestion: Screenshot of a product page with highlighted CTA placement.
Building trust with social proof
Trustpilot ratings and reviews were integrated into key conversion areas, reinforcing Rossborough’s reputation at the moment of decision-making.
Improved content hierarchy
Information is now structured with clear headings, short paragraphs and bullet points where appropriate. Customers can skim to find what matters or dive deeper when they want more detail.
Persuasive, reassuring copy
We rewrote product content to make benefits clear and compelling. Instead of focusing on technical detail, copy highlights how each policy helps customers feel secure and supported. Trust, reassurance and ease of understanding guided every line.
Encouraging cross-sell
Relevant recommendations and policy extras are now promoted on each product page. For example, a car insurance customer is presented with options for breakdown cover or excess cover. This creates a more tailored experience while increasing the opportunity for cross-sell.
The solution in action
The new Rossborough website is more than a design refresh. It’s a complete rethinking of how customers interact with an insurance broker online. The site is modern, responsive and intuitive. More importantly, it puts the customer first, offering clarity, trust and convenience at every stage.
Some highlights:
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Faster routes to the most popular policies
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Clearer, more reassuring copywriting
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Trust signals built into conversion points
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Easy switching between jurisdictions
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A modern look and feel that reflects Rossborough’s reputation
Outcomes
For Rossborough, the website is a platform to strengthen long-term client relationships and showcase their expertise in a competitive market. For customers, it’s a simpler, more reassuring way to buy insurance.
Conclusion
The Rossborough Insurance project demonstrates how thoughtful design, structured content and persuasive copy can transform an established brand’s digital presence. By focusing on user experience, clarity and trust, we delivered a website that not only looks modern but works harder for both Rossborough and their customers.
If you’d like to see how a similar approach could improve your own customer journeys, explore our UX services pages for more insights and examples.
Visit the Rossborough Insurance website: www.rossborough.co.uk