Recently I came across the Aflac.com website and was totally impressed. I rarely come across a large corporate B2B or B2C website that impresses me but Aflac.com did just that. Below are some screenshots and some notes on what I took away from their website.
Besides the overall clean, polished look-n-feel, Aflac does an amazing job by making their “real” customer testimonials the feature of their site.
Clicking on one of the featured customers takes you to a full featured video testimonial (shown below). I think this is highly effective in building the trust of potential customers.
After going through some of the video testimonials and browsing through the site, you’ll notice a tight consistency of the Aflac’s brand elements throughout the site – everything from color, typography, icons as well as the famous Aflac duck that meets you in different sections of the site with highly effective animations that leaves you with a solid brand impression.
When you’ve gained enough trust and are ready to “Get a Quote”, the call-out box to request a quote is a simple click away at the bottom of the page.
As you navigate through the site, you’ll notice that even though the site has an abundance of information, the content is strategically organized in simple short clusters that allows for an easy and joyful navigating experience.
In addition to its strong focus and implementation of acquisition components (get a quote, call and agent, write us and offer aflac call-outs, etc.), Aflac doesn’t forget about the importance of social media marketing and effectively integrates their twitter feed very nicely into the site without being a distraction of its core products and services.
In conclusion, Aflac does an amazing job at many things on their website. As a web designer and a student of the business, I pride myself on building highly effective websites that work as a strong sales tool. My philosophy is that a website should do three things:
1. Improve brand awareness
2. Build stronger customer relationships
3. Increase sales
The Aflac.com website does all three amazingly well. It’s a great example of a corporate B2C website done extremely well. If you’re a web designer or small business owner, I would take note of these features and elements and try to apply these principles to your next project.
Good luck!
~ Mike
