Keeping Content Readable in Today’s Hyper-Information World

March 21, 2018 Neal Smith

woman reading cell phone
 

How can your insurance agency keep a strong online presence where there’s a lot of competition?

There’s a lot of information out there, and the internet is growing by the second. 

One way is by making sure you provide relevant information about your agency. This information might be the make-or-break factor in whether you attract clients.

How do you make that content relatable to your clients’ needs?

If clients can better understand information, the better your chances of attracting business. Remember these tips to keep your content in better shape.
 

1. Know Your Audience

Every agency has a customer base. They might come to you because you offer certain policies. They might choose your agency because it has a local presence. Many will come to you because of your advertising strategy.

If consumers get a good feeling about your agency, they will be more likely to give you their business. One of the first ways to reassure them is through your website.

Give online visitors a comprehensive overview of what you do. Take some time to sit down and think about what your clients most want to know. This will likely include lines of business, pricing information, and more.
 

2. Don’t Act Like Your Audience Knows Everything

As an insurance agent, you understand your business. But, your clients don’t. They are not experts.

Most of them only have the most basic understanding of the insurance world. So, your content should strive to answer their basic questions, first.

Try to keep content only related to localized, relevant information about the business. Don’t spend a lot of time on complicated topics such as exclusions or vanishing deductibles.

Instead, focus on basic information like standard coverage included in each policy. Answer common questions, like how much clients can expect to pay for policies. Or, who needs this type of insurance.

In the end, always think about which information is most pressing to the consumer.
 

3. Avoid Complicated Grammar and Syntax

You’ll want clear, concise content. Most Americans read only at the same level as the average middle-schooler.

So, explain topics in a manner that gets to the point. Avoid using complex, compound or run-on sentences.

Separate each idea into a unique thought. Furthermore, use caution in the language you choose. Easy-to-understand language helps the widest range of clients get the information they need.
 

4. Use Website Design Wisely

Written content isn’t the only aspect of your website you should pay attention to. If you don’t design your website in an easy-to-read fashion, you might turn customers away.

Think about it in the same way you would read a book with print that is too small. The story might be great. But, if you cannot read it, it goes to waste.
 

  • Short, concise paragraphs makes information easier to read and understand. Ensure your paragraph focuses on central ideas, rather than many topics.
     
  • Choose a font that does not involve complicated designs. While you might think decoration is the way to go, in most cases it isn’t.
     
  • Your background and image choices will also affect how content appears. Visual enhancements should balance content as well as support it. They should not overpower or draw attention away from the information on the page.
     

Choose graphics and designs carefully. There are a multitude of pre-designed website options. You can work with a professional graphics and web designer to design the content. That way, you can draw client attention toward the written information.

As a final piece of advice,never forget to read and re-read your content. You should never post content with spelling or grammatical errors.

Read through each sentence of your page word by word. If something seems strange to you, it likely shouldn’t remain on your page.

Take time once per month to read through your website. Give your content a checkup. If any information needs changes, update it immediately. With the right attention, your content can practically jump right off the page.
 

About the Author

Neal Smith

Neal Smith is ITC’s content writer. He focuses on line-of-business specific blogs for ITC clients. He also writes and edits website content for ITC’s SEO customers. His specialties include creative writing and targeted line-of-business content. He also prepares social media content for SEO clients. He holds a bachelor’s degree in Journalism and Mass Communication from The University of North Carolina—Chapel Hill. He is an avid Dallas Cowboys and UNC Tar Heels fan.

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