LWL Insurance: after eleven years, a website worthy of half a century of brokerage

LWL Insurance has been based in Stavelot since 1976. Fifty years of insurance advice, two offices (Stavelot and Lierneux), a team that knows the area and its clients. The kind of practice where you walk in to discuss a claim and walk out having also sorted insurance for the son who just bought his first car.

Their website dated back to 2015. Eleven years of faithful service, a technology that had done the job at the time. But in eleven years, the brokerage world has changed. The website deserved a refresh.

The starting point

The first contact with Mr Galle, manager of LWL Insurance, was by phone. The objective was simple: review the existing website, understand what worked, what was missing, and define what the new version should become.

Sylvain knew his website had aged. The contrast between his newly fitted offices and this online shopfront still telling the 2015 story was becoming visible. The design carried the codes of another era: a cluttered sidebar, dense layout, an aesthetic that no longer reflected the practice as it is today.

After that first conversation, we travelled to Stavelot to meet the team and see the premises. We discovered a modern, bright office with a close-knit team covering the full spectrum: personal insurance, commercial insurance, savings and investments.

That visit allowed us to capture the real identity of the practice. How people work, how clients are welcomed, what atmosphere prevails. That is the reality a website must reflect, and you cannot capture it over the phone.

Photos that show who you really are

The LWL team had a professional photo shoot done in their offices. Every team member photographed in their working environment, with careful lighting and a natural setup.

The result transforms the website. When a prospect lands on the homepage, they see the faces of the people they will meet at the office. That is the difference between a generic website and one that inspires trust from the first second.

It is an investment we systematically recommend. Stock photos no longer fool anyone. A real photo, even an imperfect one, is worth more than a perfect image that represents nobody real. LWL understood this and the result speaks for itself.

A redesigned architecture

The old website mixed everything on the same page: contact details, services, news, useful links, contact form. The information was there, but you had to search for it.

The new website organises content logically. Three clearly identified service categories: personal insurance, commercial insurance, savings and investments. Each category has its own page with detailed coverage information. The visitor finds what they are looking for in two clicks.

The two offices each have a dedicated page with address, phone number and opening hours. The contact form is accessible from any page. Key actions are always visible: report a claim, access the client portal, make an appointment.

The library of product information sheets (IPID) is directly accessible from the navigation, in compliance with pre-contractual documentation requirements.

A website that accompanies the renewal

LWL Insurance recently invested in new premises. The website accompanies this same drive for modernisation. The visual identity stays true (the LWL logo, the navy blue tones) but the execution is contemporary. Clean design, readable typography, generous white space.

It is the consistency between the physical and the digital that makes a local brand strong. When a client walks into the new Stavelot offices and then visits the website, it is the same professional image. The same attention to detail.

Compliance as the finishing touch

Once the content was in place, the pages structured and the visuals integrated, we finished with a full compliance audit. That is the logical order: first write the business content on which legal notices are based, then verify each regulatory point.

In eleven years, the obligations have evolved: GDPR, IDD directive, enhanced transparency. The new website now includes all required disclosures for a Belgian broker in 2026. You can see this in the website footer: everything is there, neatly structured.

The result

The entire process, from the first phone call with Sylvain to going live, followed a logical thread: understand the practice, visit to capture its identity, restructure the information, integrate the real photos, and close with compliance.

Fifty years of expertise deserved a website to match. That is now the case. You can see the result at lwlassurances.be.