Harbour Insurance is an independent Australian broker helping families and businesses find the right cover across life, income protection, health, and business insurance. The brief: replace a dated, text-heavy site with a credibility-first authority site that makes the broker's expertise obvious at a glance — and turns enquiry friction into a confident conversion path.
Insurance is one of the most trust-sensitive categories online. Visitors arrive uncertain, sceptical of sales pressure, and unsure whether a broker adds value over going direct. The existing site did little to address any of these hesitations — long blocks of copy, no clear hierarchy, and a quote form that felt like a commitment before trust had been established. The result was high bounce rates and low conversion despite strong word-of-mouth in the market.
We led with the buyer's psychology: what does a prospect need to believe before they request a quote? The answer shaped every layout decision. We restructured the site around three sequential jobs — explain the broker advantage, prove it with social proof and claims data, then make the next step feel obvious and low-risk. A side-by-side broker vs. direct insurer comparison, a transparent "How We Get Paid" section, and 98% claims-paid proof point were positioned before any ask.
A focused, conversion-led authority site built in Webflow: a strong hero with dual CTAs (get a quote / book a call), service cards for each insurance vertical, a broker-vs-direct comparison table, a trust metrics bar, video testimonials, a transparent compensation explainer, and a streamlined quote form with reduced fields. The CMS-powered FAQ and blog mean the team can publish content without developer involvement. The entire build is fully responsive and loads in under 1.5 seconds.
Since launching, Harbour Insurance has seen a marked increase in organic enquiry quality — visitors arrive better informed and more confident in the broker model, reducing the back-and-forth before a quote is issued. The transparent "How We Get Paid" section in particular has drawn positive feedback from prospects who found it built instant trust. The site now consistently ranks as the team's strongest new-client referral channel.
