JLT Gains Online Marketing Assurance

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Leading insurance broker, Jardine Lloyd Thompson Group launches new online channel to provide business insurance products tailored to individual trades and business types.

We have been impressed from the start by Crafted Media's work ethos and understanding of what we needed to achieve with the new website. The design and functionality of the website is exactly what we were looking for and I am looking forward to receiving customer feedback on the site

Creative agency, Crafted Media, announced today that it has completed the development of a new business website for leading insurance broker, Jardine Lloyd Thompson (JLT).

The new JLT website -- jltbis.co.uk -- is designed to provide the business sector with a "Plain English" approach to understanding business insurance requirements.

"We believe that the success of any website and online marketing campaign lies in making sure that new and potential customers are able to find and access the website when and how they need to," said Brad Warwick, business development director and co-founder of Crafted Media.

"That is why our creative team works very closely with both our technical and ecommerce teams to ensure their designs are not only attractive, but also available and easy to read across all platforms - from laptops to mobile phones."

In order to meet JLT's strict requirements, Crafted Media needed to incorporate several specific features into the design and build of the site, including access to a full audit trail of all versions of the site, together with information on all products and associated information. The site also needed to be fully accessible to everyone, and adhere to the highest AAA level of web accessibility guidelines in relation to the 1999 Disability Discrimination Act.

This meant ensuring that the site was accessible on different browser platforms, as well as able to deliver resizable content for visually impaired users.

"Against a backdrop of very competitive trading conditions it is vital that we, as a leading international provider of risk solutions and insurance services, remain ahead of the game when it comes to providing our customers with the right products to meet their needs," said JLT's divisional managing director, Mike Langton.

"We have been impressed from the start by Crafted Media's work ethos and understanding of what we needed to achieve with the new website. The design and functionality of the website is exactly what we were looking for and I am looking forward to receiving customer feedback on the site,"

The website was created in two stages. Initially, Crafted Media's creative team produced a range of sample visuals, drawing on JLT's brand guidelines, target audience & functional requirements. The team then devised a simple navigation system to enable the potential customer discover which products are right for them.

Following agreement of the site framework and designs, the technical team produced all functional code and on-site tools. This included a search system that suggests which types of insurance a customer requires, based on their profession or trade.

In order to provide JLT's marketing team with the ability to manage the content and look & feel of the website, Crafted Media built a comprehensive content management system (CMS). In addition to being able to update the website easily, it also enables the JLT team to launch new websites for their commercial partners without any direct involvement from Crafted Media developers.

As part of JLT's plan to promote the website to the widest possible audience, Crafted Media is also providing expertise in search engine optimisation (SEO) and marketing to ensure the new site is found by potential customers when they search for related phrases in Google or any other search engine.

Notes to editors

Crafted Media
Crafted Media is a creative agency complimented by a strong technical and search optimisation team. Its clients vary from small businesses to new web startups, blue chip organisations and sole traders.

Clients include commercial property organisation, PRUPIM, reallymoving.com, Jardine Lloyd Thompson Group, Workspace Group PLC, Dynamis PLC and TaxAssist Accountants.

Jardine Lloyd Thompson Group plc
The Jardine Lloyd Thompson ("JLT") group of companies is a leading risk management adviser and insurance and reinsurance broker. JLT is also a major provider of employee benefits administration services and related consultancy advice.

JLT is quoted on the London Stock Exchange and is the largest Europeanheadquartered company providing these services and is one of the largest firms of its type in the world. JLT operates out of more than 100 offices in 35 countries and employs more than 5,000 personnel.

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