ATC - All Things Communicate has taken care of the complete restyling of the Italian institutional website and the SEO strategy for CNP Assurances

CNP Assurances is the Italian representative company of CNP Group, founded in France in 1850, a reference in the European and international insurance landscape with its offering of products that protect individuals, credit, and income.

Present in Italy since 1991, CNP now holds a market second only to the French one. The opportunities provided by its business model, based on collaborations with brokers, agents, credit intermediaries, and increasingly tailored insurance policies, called for a redesign of the corporate website to consolidate the online presence of the Italian entity and align it with the French parent company.

Reliability, usability, SEO optimization

For this project, ATC - All Things Communicate addressed the client's dual need: reaffirming its belonging to the CNP group and relaunching itself in a competitive and legally regulated insurance sector that is growing and increasingly digitized.

Taking these two aspects into account, with specific and complex requirements to meet, the strategic redesign was based on a recognizable and functional design on the one hand, and on the other, a remodulation of communication directed at a B2B target of insurance partners and distributors, as well as a B2C audience consisting of policyholders and potential new clients.

The website becomes the central asset of CNP Assurances' online communication, serving as a hub for useful and up-to-date information for all different audiences.

The new interface presents a visual identity and graphic elements fully aligned with the French brand and a design that aims to be more linear and intuitive for users, especially for resolving issues related to subscribed policies, information sets, or claims settlements.

As a result, the user flow facilitates the consultation of necessary information not only through the structure of individual pages but also thanks to a header that, right from the Home page, immediately welcomes the visitor by addressing the most frequent requests.

To ensure easier navigation and complete content usability, accessibility and responsiveness requirements were prioritized and adhered to throughout the design phases.

Based on the original sitemap, improved only in terms of a more rational page hierarchy, the contents were reorganized and standardized, considering the brand’s tone of voice and the needs of the site's three target audiences (partners, policyholders, and prospects). Additionally, a highly SEO-focused optimization strategy was implemented to increase the relevance and SERP positioning of the range of insurance solutions.

Backend functionalities for smart and continuous updates and a secure-by-design architecture

The ATC team also worked on the setup of specific backend functionalities to allow CNP Assurances' admins to easily carry out essential content updates, along with the integration of all necessary security protocols for handling sensitive data, such as user insurance information.

For this, a secure-by-design approach was adopted: starting from an assessment of potential vulnerabilities and making prevention choices and practices already during the design phase, the attack surface of the architectures was immediately reduced, with a proactive approach toward possible threats to the site.