52% of all New Zealand adults haven’t gotten around to creating a will. It can seem daunting for people to contemplate and plan for what happens after they die, but it’s the best way to ensure that the people and things they love are looked after.
Public Trust, a proudly independent Crown Entity, is New Zealand’s largest provider of wills and estate administration services. They came to us with a clear mission; to increase the amount of New Zealanders who have a will by developing an accessible, compelling and empathetic customer facing website.
Visitors to the site are met with engaging visuals and clear navigation markers, making it easy to find information about estates, wills, EPAs, and trusts, and then take action. The content strategy included a full rewrite of the website with consideration for brand tone, accessibility, and search engine optimisation. A broader base of visitors was considered, creating opportunities to address people at different stages of life or coming from different social and economic backgrounds.