There’s nothing more important than health, but when it comes to dental plans in the US most people don’t understand what’s available to them. We worked with MetLife, one of the largest insurance companies in the world, to explain the plans in a way that makes sense and will help their website become the number one site for dental benefits education.

The challenge

Establish a 10,000-word website as the first stop for US dental benefits info.

What we did

First, we looked over the existing site to assess its fitness for purpose and to gain an understanding about why it was considered difficult to navigate. It quickly became clear that we had to pull the whole thing apart, identify the most important elements and reorganise those differently.

We put the information together in a really easy-to-follow format. Each of the different dental benefit plans was broken down into clearly signposted sections that appeared consistently across all the plans – this allows visitors to the site to make comparisons easily and feel confident in making an informed decision.

Creating a friendly, helpful tone of voice with simplified language, we made sure the site became a jargon-free zone. It had originally included a separate shorter version of the information that was labelled as ‘easier to understand’. Well, we made the whole site easier to understand instead.

We also had to make sure the language style worked – spelling, punctuation and terminology had to be right for the US audience. And when you’re talking facts and figures, accuracy equals credibility.

The triumph

This was a tough job, needing plenty of close collaboration with the MetLife team. But when their legal department passed the 10,000 words without revision (for the first time on record), we all knew the extra effort had been worth it. The team we worked with said, “Write the Talk had a strategic and creative approach to all the needs we presented. They were a phenomenal partner and were easily able to modify their approach to fit American vernacular.”