- Guide
Forbes Advisor Research 2022
Forbes Advisor asked VisibleThread to examine the readability of 34 of the top insurance companies in the United States. Our goal was to understand the readability of insurance providers’ websites and if the average American could easily understand this information.
About
Readability
Most U.S. insurance websites are written at a high reading level, making them difficult for an average reader to understand. This could hinder users from grasping key policy details, leading to customer frustration and potentially limiting trust in the company.
User Experience
Clear, concise language contributes to better user experiences. Websites that performed best had simplified navigation, prominent calls to action, and used plain language to demystify complex insurance terms.
Transparency
The study assessed how clearly insurance providers explain key terms, policies, and processes, noting that many websites could improve in making their language more straightforward and jargon-free.
Download
Explore
Latest best practice from VisibleThread
