Lemonade : Plain-language FAQ

An insurance start-up's website says what the company does clearly and effectively.

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The feature

Lemonade, a US-based insurance company founded in 2015, has an extensive ‘FAQ’ section on the US edition of its website, prominently positioned as the second item in the primary menu, next to ‘Home’.

Six jump links covering different categories are ranged across the top – ‘About Lemonade’, ‘Policy Stuff’, ‘Claims’, ‘Insurance Explained’, ‘Extra Coverage’, ‘Giveback and Community’. The tone is informal and direct, with questions such as ‘How is Lemonade’s business different from that of a traditional insurance carrier’ and ‘How is Lemonade structured?’

The FAQs cover information about the company and the insurance industry alongside specific customer queries such as ‘Is my roommate covered?’

The takeaway

As a relatively new ‘fintech’ insurance company, Lemonade has a clear commercial incentive to tell potential customers, and other audience groups, who it is and what it does as effectively as possible.

The firm’s online FAQ provision stands out as a strong piece of editorial, with straightforward questions and jargon-free answers. It also serves as an effective ‘about us’ section. For example, the answer to the question ‘How is Lemonade structured?’ is a model of simplicity, and refreshingly free of legalistic language.

We do not recommend that every company replaces its ‘about’ section with a set of FAQs, but thinking through potential material for an ‘about’ section as a series of audience questions is not a bad way to start.

One strength of the FAQ section – its comprehensiveness – is also a potential weakness if visitors don’t see all of the questions. The jump links help visitors to navigate through, but they are forced to scroll a long way to see everything. The tone may also tip over the line of informality for many companies, especially those with customers outside the US.

All in all, when too much digital corporate communication still seems designed to confuse rather than enlighten, Lemonade’s approach is a welcome disruption.

First published 15 March, 2020
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