Writing your website’s content might seem like an easy undertaking. But, it actually requires a lot of attention to detail.
It’s one thing to write content. It is another to make your content engaging and understandable to your clients.
Don’t let clients see mistakes, poor grammar and unnecessary wording in your content. It’s one of the biggest ways to make them question your professionalism. So, make it your mission to post clean, easily-readable writing on all your pages.
Remember, you work in the insurance industry. Most online visitors will want straightforward information when they visit your website. Before you post your content, edit the pages in question. Here are some tips on how to do so.
1. Use a Spell Checker Sparingly
Everyone should use their word processor’s spell check feature before posting content. But, don’t place all your eggs in one basket. Many spell checkers are not comprehensive editing tools.
These tools might pick up on incorrect spelling, but not notice grammatical errors. For example, if you use the word heart instead of using the word heat, the spelling remains correct. But, the word might be incorrect.
Use spell checker, but don’t forget that nothing beats a standard read-through.
2. Invest in a Grammar and Style Guide
The English language has many complicated grammar rules. They are almost impossible for anyone to memorize. But, there are many resources to make sure you submit your most polished, accurate writing.
The Associated Press Stylebook lays out standardized grammar and writing guidelines. It’s a tool used by writers, editors and publishers every day. You can buy the book for a nominal fee, and there are many similar publications as well.
Also, a variety of online editing tools can help you further clarify your content. For example, the online app Hemingway can guide writers through the editing process. It can help simplify sentences, pick up on incorrect grammar and more.
3. Read Your Content Backwards and Out Loud
One of the most effective ways to edit your content is to use a good, old fashioned, paper-and-pen approach. Print off your page, then proceed to mark it up and make changes.
There are a couple more steps you might take to give your content even more attention.
- Read your content backwards. By reading from the end to the beginning, you cut your chance to skim the writing (and miss mistakes). You’ll land on each word, increasing your chances of catching spelling mistakes.
- Practice reading the content aloud. Chances are, if any part of it sounds strange to you, it will sound strange to your clients. Make changes as necessary.
4. Use an Extra Set of Eyes
We get it, you and your coworkers are busy. Still, asking someone else to take a look at your content might help catch problems you didn’t recognize.
After you’ve spent a long time reading and writing content, you might desensitize yourself. A separate editor won’t have the same familiarity with your writing. They can look at it with a completely unadjusted approach.
As always, remember you have a duty to serve your clients. Write your content so someone who knows nothing about insurance can understand. Also, before posting content, make sure the company signs off on it. The agency should always be able to back up any statements you make in your content. With the correct attention to detail, you can add extra polish to your online marketing.
About the Author
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.More Content by Neal Smith