CA Vida
Website content and optimization for a leading insurance provider
BACKGROUND
Partnering with an insurance provider with a decades-long history
Founded in 1998, CA Vida is one of Portugal’s largest insurance providers, offering comprehensive life insurance, capitalization products, and pension funds. For 25 years, they’ve been committed to protecting the lives of their customers, adapting to the changing needs of families to provide tailored, future-focused solutions. CA Vida’s mission is simple: to offer protection at every stage of life with trust, care, and empathy.
CHALLENGE
Simplify insurance services with empathy and clarity
CA Vida was looking to overhaul their digital presence with a clear goal in mind: to make their website easier for users to navigate and more effective in delivering the right information.
They needed a website that provided a user-friendly experience and genuinely connected with both individuals and businesses. The content and messaging should speak directly to their users' pain points in a way that felt human and empathetic.
The goal was to present complex insurance products in a way that was easy to understand, while also reassuring customers that CA Vida offered the highest standards of professionalism, trust, and care. At the same time, the website needed to be fully optimized for SEO to ensure that CA Vida ranked highly for the most important keywords, bringing more visibility to their offering.
The challenge was clear: create a message that combines empathy and clarity with the often-rigid world of insurance, while making sure it's optimized for search engines. It needed to strike the perfect balance – informative but approachable, authoritative but welcoming.
SOLUTION
Our approach focused on warm, relevant content with SEO
We started by focusing on what mattered most – organizing the website’s content in a way that allowed users to easily find what they were looking for, while also making the experience engaging and relatable. Here’s how we approached it:
User-centric content structure
We reorganized the website's architecture, breaking down insurance services into easily digestible sections. We ensured that both individual users and businesses could quickly navigate to the information most relevant to them. The layout was designed to be intuitive, with clear paths to key information such as types of insurance, coverage benefits, and how to get started.
SEO
Of course, we didn’t lose sight of SEO. We conducted thorough keyword research to ensure we targeted the most relevant search terms related to insurance. Every piece of content was optimized for high-impact keywords, so users searching for insurance solutions would easily find CA Vida’s offerings
Empathetic messaging
Understanding the sensitive nature of insurance, we crafted copy that was conversational and empathetic. Our goal was to speak to the emotions and concerns of users – such as the peace of mind of protecting their family or the security of safeguarding their business. We stripped away the heavy formalities typically associated with the industry, focusing instead on humanizing the language and making it approachable for everyone.
Professional tone with warmth
Balancing professionalism with warmth was key. We worked closely with CA Vida to ensure the tone of the content still reflected their expertise and rigorous standards, but with a personal touch. The content communicated trust and reliability, while also making sure customers felt understood and cared for.
“We focused on creating approachable and informative resources that demystified life insurance. It’s fulfilling to contribute to a project that empowers people to make informed decisions about their lives and loved ones.”
Raquel Cruz, Project Manager, Articulate
RESULTS
Excellent feedback for its user-friendly design and accessible content
The results have been incredibly positive. The revamped website has garnered excellent feedback for its user-friendly design and accessible content. Users have commented on how much easier it is to find the information they need.
In terms of SEO, we’ve seen notable improvements in search visibility, with CA Vida’s website climbing the ranks for their key insurance-related keywords. This has resulted in increased organic traffic and more engagement from users searching for insurance products online.
The new website makes navigating insurance easier and successfully conveys CA Vida’s core values of trust, clarity, and empathy. Customers now feel more connected to the brand, knowing they are in the hands of a company that truly understands their needs.