SJA Health Insurance is a hugely respected boutique insurance brokerage, offering healthcare insurance advice to high net worth individuals, SMEs and large corporations.
SJA approached Liquid Light because their online presence was tired, dated and didn’t represent them as leaders in their field. The brief was to address this issue through designing a new website, updating their brand and defining a content strategy.
Very little brand identity work had been carried out so this was a clean slate where everything could be challenged. This included the company name (SJA International) which didn’t communicate anything about what SJA did. The challenge here was to find something more descriptive, that included key search terms but didn’t cause any concern to SJA’s current client base or lose the brand heritage built up within the industry.
Brand wise, a key challenge was to position SJA in such a way as to appeal to much larger companies while not alienating individuals or SMEs.
We defined a key message of “Take care of what really matters” to convey the sense that health insurance is more important and should be given more consideration than insurance for gadgets or physical objects. A support section was created to further emphasise this idea, creating a space for SJA to talk about what sets them apart.
Landing pages have been produced to enable us to talk to different customer types in specific ways. For example, an individual is largely concerned with insurance on a more personal level; they are thinking about their health and that of their family. Customers acting on behalf of large corporations are more attentive towards SJA’s expertise working alongside their HR department.
We also utilised Feefo, an independent ratings and review provider. Not only does this enable us to show trustworthy and valid reviews, it also opened up another channel of communication between SJA and their customers. SJA has already improved relations with customers by gaining a better and up to date understanding of their individual circumstances.
The new website sets itself apart from similar insurance brokers in the market. An elegant and sophisticated look and feel is utilised to position SJA as a high end, boutique consultancy, capable of going the extra mile and creating a personalised service for their customers.
Liquid Light were recommended to me by a friend and an industry contact, and I must say that is one of the best recommendations that I've ever had. They have, designed and built and launched a website for my company which is probably the best of any in the UK in my market. They were endlessly patient and professional and a joy to deal with.