Brief Overview of Findings

• Travelers is an insurance company founded in 1853, and has about 32,711 employees.

• All photographs on the website are high-quality photos of people, houses, cars. The photos give an idea of what the contents behind the hyperlinks are about. For example, a link to insurance services offered in the manufacturing or real estate industry features photos of individuals dressed in engineering clothing and the use of buildings to represent the real estate.

• In other section of the site, 2D drawings are used to in place of more photos. Some of the photos contain hyperlinks which are colored in either blue or red depending on the primary colors used on the particular page.

• The website is designed in such a way that visitors can quickly locate pertinent information with ease. There's no overload of information on the homepages, and the site uses a simple drop-down menu and navigation links to subpages of the website. Visitors can quickly locate information relevant to them as each heading on the website provide a clear idea of its contents using appropriate images and illustrations.

• All nav-links, buttons function correctly. The "Agents" page although accessible to all visitors are reserved only for agents and brokers and require a login pass to access other contents within the page. Generally, the site is fully functional and professionally designed and optimized for great UX.

Summary

• The main messaging used by Travelers is its commitments to its customer's success using keywords like "we're here for you".
• One of the messaging in Traveler's advertising is being the most trusted and reliable insurance company with innovative means of keeping pace with the ever-changing needs of its customers and industry.
• Being a socially responsible company is also a key theme in its advertising. An example is offering crisis prevention tips and engaging in volunteerism to help improve academic and career success of communities.
• Another messaging theme is about the company's recognition and awards. Examples include being ranked number one in UBS Semi-Annual Insurance Agent Survey and being the leading provider of risk control services in the construction industry.
• Dependability is also a key messaging theme used by the company. Travelers highlight its capabilities like offering a wide range of insurance options for business and dedicated to the growth of client businesses.
• Travelers also boast of its expertise and experience in the insurance industry using key messaging like insurance leader and having industry-leading specialists.