Captivo, business insurance that stops sounding like insurance.

Web design & development ยท 2026

Forty three pages, eleven industries, six products and a quote flow, all built so a sole trader can find their own cover in about ninety seconds without ringing anyone.

Captivo write business insurance for contractors, freelancers, trades and small firms across the UK. Public liability, professional indemnity, employers' liability, cyber, directors' and officers', legal expenses.

Insurance sites are built the way insurance is sold, which is inside out. Product first, jargon everywhere, a phone number where a price should be. The buyer is a plasterer on a Sunday night who has been told he needs cover before Monday and has no idea which of six products that means.

So the site starts from the trade, not the policy. Tell us what you do and it walks you to the right cover, shows a price, and only then explains what the words mean. The heavy detail is all still there for the people who want it, one level down.

Industry

Business insurance

Location

UK wide

Website design

Warm off white, a navy that only turns up when it has something to hold, and one signal orange on everything you are meant to press. Insurance defaults to corporate blue and stock photography of people shaking hands. Neither of those tells a plasterer anything.

The illustrations do the work instead. Line drawings of the actual jobs, a scaffold, a shopfront, a workshop, drawn in one weight so they sit together across forty three pages and never compete with the price.

Prices are on the page. From five pounds a month, from eight pounds a month, next to the product rather than behind a form. That single decision changes the whole tone of the site.

Structure

The hard part was not the pages, it was the routes through them. Four ways in by who you are, six by what you need, eleven by the industry you work in, and every one of those has to land somewhere useful rather than a dead end.

Every industry page is a real page with its own copy, not a template with a word swapped. A recruitment agency and a hospitality business are buying the same products for completely different reasons, and the page says so.

Six plain English guides sit underneath for the searches that start with a question rather than a product. What insurance do I need, how much cover, indemnity or liability, what is legally required.

Website development

Hand built, static, no framework and no build step. Forty three pages that load fast on a phone in a van, which is where a good share of this traffic actually is.

GSAP and ScrollTrigger for the motion, kept restrained. This is a site where someone is about to spend money on something they do not enjoy buying, so the animation earns its place by making the page easier to read, not by showing off.

A regulated financial site brings its own furniture. Complaints, claims, terms of business, accessibility, cookie policy. All written properly rather than pasted in, because those are the pages people actually check before they trust you with a card.