Insurance site

Hi,

I was going through a life insurance link this time. Well, since I am in USA currently on business purpose, I thought I should choose one here. The site is decently user friendly but there is too much text for a first time user to go through. There is a form on the right hand side which when you fill out gives your insurance quote, but the website design needs a lot of work to make it "user-friendly".

I was once discussing the concept of structured data with a product manager at a reputed website company in India. You basically structure the data so that the search can be done in an organized fashion and also a first time user of the website knows where he needs to go for the information relevant to him/her. The above link may take a hint from this concept and add some structure to the data on their website.

The resultant page will be something where a user enters the site, you ask him/her a set of questions - What are you looking for? What is your age? Would you want to choose A or B and then at the end display the specific information that best matches the interests of the user. Well, just an idea and makes a lot of sense for insurance websites like this one. They do the same at the call centers to optimise the time a caller spends while trying to get assistance from their call center. Why not do the same on the websites to make the user's time spent more valuable?