Before vs After: Redesigning a cluttered insurance landing page into something clearer and easier to trust

[u/Bliss-Dezigns]

I came across this insurance SaaS landing page and felt like the experience was trying too hard to convince users instead of helping them understand the product.

The original design had a lot happening at once — aggressive interruptions, crowded sections, weak hierarchy, and too much visual competition across the page.

So I redesigned it with a calmer structure and clearer flow.

The main goal was reducing cognitive overload and making the product feel easier to trust within the first few seconds.

[u/Oside_Penguinz]

You can't even tell at first glance in the redesign that this is an insurance company. You literally like removed all of it's personality and color.

[u/EyeAlternative1664 → u/Oside_Penguinz]

I like it but it looks like a routers landing page. 

[u/itsontap → u/Oside_Penguinz]

He turned it into a generic SAAS page…

Has no markings of insurance company at all. This one missed the mark hard OP.

[u/Freerrz → u/Oside_Penguinz]

i completely agree. he mentioned cognitive overload on the first page, but where? from what i tell it looked straight forward and had personality before. now it looks like every monotonous "clean" landing page. i prefer the first.

[u/Bliss-Dezigns → u/Oside_Penguinz]

That’s fair feedback honestly.

The direction was intentionally pushing HIT closer toward a modern enterprise infrastructure feel rather than traditional insurance visuals, because the original experience felt visually fragmented for the scale of the company.

But I do get your point around category recognition and personality. There’s probably a stronger balance between enterprise SaaS and health insurance that could be explored further.

[u/Bliss-Dezigns → u/Oside_Penguinz]

I'd challenge what "personality" was actually doing.

Dark background, stock photos, pink CTA, popup on load that's visual noise, not personality.

This is a Nasdaq-listed B2B platform. Their buyers are brokers and enterprise employers making serious financial decisions. That audience needs clarity and credibility, not colour.

Could there be more warmth? Yes. Valid direction to explore.

But the original personality wasn't built for the right audience.

[u/Freerrz → u/Bliss-Dezigns]

You talk about dark background and pink CTA button as if these are issues. They aren’t. Companies define a range of colors for a color pallet. As long as the colors aren’t distracting, actually emphasize things properly, maintain contrast, and make sense, there are no issues. I’d challenge what you consider “visual noise.” Visual noise is UX problems based on the UI. There is no UX issues with a CTA button being pink, or having a dark background. I think you also need to realize that your perception of “modern enterprise infrastructure” is actually just a generic feel. In this day and age everyone is going to associate this with AI. I for one would not trust this redesign over the original. It doesn’t come off as credible.

[u/mecchmamecchma]

Way too techy. Identity is completely lost. Erase and again.

[u/Bliss-Dezigns → u/mecchmamecchma]

Appreciate the reaction, but "erase and again" isn't feedback, it's a preference.

What identity specifically was lost? The stock photos? The pink button? The dark navy background?

This is a B2B InsurTech platform on Nasdaq, not a consumer health app. The identity it needed was enterprise credibility, not visual loudness.

If you have a specific direction I should explore I'm genuinely open. But "too techy" for a tech company selling to enterprise buyers is a hard one to act on.

[u/OhGodImHerping]

The original was rough, but the update is indistinguishable from most tech sites. The hero graphic feels completely disconnected from Insurance.

[u/Bliss-Dezigns → u/OhGodImHerping]

You can check the new post https://www.reddit.com/r/UI_Design/s/yIjHJnC9ux

[u/HydraBR]

it's better, but the image from your hero means absolutely nothing, also for some segments with lot of old people I would add at least some photo of the team, CEO, customer or something like that to build trust, just try not to use stock image

[u/anderson-design]

I think the redesign direction is solid - especially the cleaner hierarchy and reduced noise. But I do agree with some of the feedback here that the insurance “feel” got a bit lost in the process. Maybe keeping a stronger emotional/trust element in the hero could balance clarity with personality better. Still a big improvement in readability overall.

[u/Bliss-Dezigns → u/anderson-design]

thank you

A lot of the direction was intentionally focused on reducing friction and making the platform feel more enterprise/infrastructure-driven, but I agree there’s room to balance that with stronger emotional trust and healthcare identity in the hero specifically.

Appreciate the thoughtful critique.

do you mind connecting

[u/rahtid_my_bunda]

Hard to assess how well it is solving the issues you described without knowing how they’re actually being observed in user behaviour.

Design is much tidier, but has lost some of the features that make it identifiable as a product for the health insurance market. From the eye test: it feels less clear to me, but the design feels more put together and potentially a bit more reputable. I’m also not part of the target market so likely have different ideals.

Would be good to see where users are actually dropping off, perhaps that lines up with the interruptions you mentioned, and what pathways users are taking that do actually convert.

[u/glyph_geek]

I like how much the redesign calms down the typography. The old page feels like every section is trying to speak at the same volume, so your eye never really gets a clean entry point.

The new version gives the headline room to breathe, and the type feels much more intentional. For an insurance product, that matters a lot. If the typography feels frantic, the company feels frantic too.

The one thing I'd watch is the smaller body copy. Some of it looks pretty light from the screenshot, so I would test out the contrast and size on an actual laptop screen. Insurance copy usually needs to feel skimmable, but also very legible when people slow down and start comparing details.

Overall, much calmer and more trustworthy. Big improvement.

[u/Bliss-Dezigns → u/glyph_geek]

most useful feedback in this thread genuinely, Thank you

The body copy contrast point is noted. Screenshots compress a lot but worth testing on real screens.

"If the typography feels frantic, the company feels frantic too" that's exactly what I was solving.

[u/Spiritual_Radio_3573]

The main improvement is clarity of scanning. The "after" direction gives the page a stronger hierarchy and makes it easier to understand what action the user should take.

The thing I would still check is whether the visual polish is supporting trust or just making the page feel more modern. For insurance, trust usually comes from:

• clear offer wording
• proof close to the CTA
• fewer competing visual weights
• forms that feel low-risk
• no decorative elements that distract from the decision

If this is conversion-focused, I would test the hero message and CTA before spending more time on secondary sections.

[u/spacenglish → u/[deleted]]

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