How to Write for Your Insurance Website

July 24, 2013 Becky Schroeder

We talk a lot about how important content is for your website and its SEO. By making sure your insurance website has unique content, you will tell your online visitors what makes your agency different from your competition. In addition, search engines do not like to deliver duplicate content in their results so having unique content on your website will help with your SEO efforts.

Writing content for your website does not have to be difficult. If you can't afford to hire a professional writer, you should try your hand at writing your website content yourself. Here are a few things to keep in mind.

The Basics of Writing Website Content

1. Plan
First, make a list of all the content pages on your website. This should include your home page, your About Us page, every page for each line of business you write and employee directory, if you have one.

2. Key Messages
Next, identify your key messages both for your agency and for each page. These messages are your outline. Think about what kind of information visitors to your website will be looking for. What will help them with the decision of whether or not to request a quote or call your agency? At the same time, think about how to present that information. Using industry jargon or technical terms may bore or confuse your potential customers, and you don't want that.

3. Pictures
Long paragraphs of text on a website rarely get read all the way through. Break up your content with pictures to add interest and visually reinforce what you are saying. Even better if you can add a table or graph to help tell your story. Using pictures and graphs will get your visitors engaged keeping them on your website longer and increasing your chances of converting them to a prospect.

4. Headlines
Use headlines and sub-headlines to catch attention and draw the visitor deeper into your content. They'll give your readers a hint of what information they'll find by reading further.

More quick writing tips:


  • Use short, simple sentences whenever possible.
  • Always proofread.
  • Use action verbs. For example, "Life insurance protects your financial responsibilities for your beneficiaries." is better than "Your financial responsibilities can be protected by purchasing life insurance."
  • Avoid long paragraphs.
  • Break up content with pictures or graphs.
  • Include calls to action where appropriate.



About the Author

Becky Schroeder

As Chief Marketing Officer, Becky Schroeder is responsible for driving ITC’s overall marketing strategy for the company and its products. Her specialties include creating and documenting processes; establishing metrics for managing those processes; developing content strategy and generating leads; and developing marketing strategy. Becky was named an Elite Woman in Insurance by Insurance Business America in 2016. She has a master’s degree in integrated marketing communication from Emerson College in Boston and a bachelor’s degree in journalism from Texas A&M University. Becky is a big Texas A&M football fan and enjoys cooking, reading and spending time with her husband and their three daughters.

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