How do you structure a site for a decision that takes time?

Around the visitor's path, not the company's catalogue. It is never an impulse purchase: the decision forms over several visits. The structure follows the four stages someone actually goes through, and each page answers where they are rather than which internal department it belongs to.

How did you choose the arguments?

By listening, not by stacking. Rather than ten reasons, the editorial strategy settled on the four triggers that kept coming back in conversations with families: distance, disagreement, solitude and relief. Four recognisable situations are worth more than a list of benefits nobody reads to the end.

What is a blog for on a subject like this?

It is the lowest way in. Concrete questions rather than institutional content: what a contract costs, what separates burial from cremation, how paying in instalments works. One article, one question, in plain language — no insurance jargon left unexplained — and a bridge at the end of each article to the kind of contact that fits the subject.

Do you have to publish a lot for this to work?

No, but regularly. A steady rhythm builds a site's authority over time; bursts of publishing followed by six months of silence do not. On a subject where the decision matures slowly, consistency counts for more than volume.

Does digital replace human advice?

No, and that was never the aim. "Ours is above all a human trade, one that no digital platform will ever replace," says the client. The site was built to bring the conversation about, not to replace it: the path leads to a quote request, which a person then picks up.

Azur Prévoyance

The whole of the Azur Prévoyance website taken on: architecture, editorial strategy, every text and the blog. Everything except the logo.

Azur Prévoyance writes funeral provision contracts in Geneva, Neuchâtel and Fribourg: arranging and paying for your own funeral in advance, down to the coffin and the ceremony. The difficulty is not convincing anyone that the product is useful; it is getting someone to talk about it before they need it.

We took on the whole website: the information architecture, the editorial strategy, every text and the blog. The existing logo and identity were kept exactly as they were.

azur-prevoyance.ch Visit the site

Content strategy ABiL MEDiAS

Copywriting ABiL MEDiAS

Information architecture ABiL MEDiAS

Development ABiL MEDiAS

Client Azur Prévoyance

Year 2025

Services involved

A decision taken in stages

This is never an impulse purchase: the decision ripens over several visits. We set the structure on the four stages a visitor actually goes through, rather than on a catalogue of services. Each page answers where they are, not an internal department.

UnderstandWhy arrange it yourself rather than leave the decision to your family.
ConfigureCoffin, ceremony, financing: the concrete options of the contract.
Check the priceThe real cost and payment by instalments, written plainly.
Get in touchAn adviser, at home or at a distance, whichever reassures.

The project in three figures

4 stages

the real path of a visitor, turned into the structure of the website.

4 reasons

the triggers kept, out of a dozen possible arguments.

1 exception

the logo: the only thing we did not touch.

Four reasons, not ten

Rather than piling up arguments, the editorial strategy settled on the four triggers that kept coming back in the conversations with families.

Distance: relatives abroad, and everything to arrange before they arrive
Disagreement: wishes set down in writing cut short a dispute at the worst moment
Living alone: with no close family, the assurance that your wishes will hold
Relief: leaving nothing for those who remain to guess at

Ours is above all a human trade, one that no digital platform will ever replace.
Azur Prévoyance

The blog as the lowest door

Concrete questions rather than institutional content: what a contract costs, what separates burial from cremation, how paying by instalments works. Each article answers a search people actually make and leads to the stage of the path it belongs to.

One article, one question, in ordinary language: no insurance jargon left unexplained
A steady cadence rather than bursts, so the website’s authority builds over time
A bridge at the end of each article to the kind of contact the subject calls for

What it showed

The writing came after the architecture, not before. Organising the website around the real stages of the decision rather than around a catalogue did more for its clarity than any rewrite could have done alone. Where the PFG centenary called for a single creative gesture, Azur called for taking on the content completely and for the long term.