Writing for an insurance website is really not that much different than writing for print. But you have to remember that since it can be more difficult to read on-screen, you have to take special care to make it easier on your readers. However, most important is good content. Well-written content with clear information builds trust and persuades visitors to take the action you want to on the site. And, when written properly, it helps improve website rankings in popular search engine listings.
Here are some tips for writing insurance agency website content that appeals to both online prospects and the major search engines:
Research keywords: Understand how your prospects looking up insurance in your area. Use tools such as WordTracker and KeywordDiscovery to help identify keywords critical to your site. When writing, focus on a keyword or phrase per page.
Write headlines using keywords: A good headline uses keywords and is descriptive. It should tell what the article is about.
Keep it simple: Remember, it can be difficult for some people to read a screen, so keep the content simple, with easy to follow sentences. Also, don’t overwrite. Keep your articles to between 250 and 400 words.
Write for your audience: Insurance can be a very dry topic. Make sure the copy always speaks to the visitor’s interest. Remember, people are interested in “what’s in it for me.”
Write for your prospects: It’s tempting to write content to appeal to search engines. Keep in mind, if you write valuable and useful content for your prospects, then search engines will also like it.
Watch out for typos: It’s easy to miss a misspelled word. That’s why it’s important to have someone else look at what you write. Also, a misspelled word not only looks bad, but confuses the search engine.
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