The Beginner’s Guide to Purpose-Driven Content

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In today’s digital world, the core of your marketing strategy lies in your insurance agency website. More specifically, your website content.

Consumers will go to your website to learn more about your agency and your products. It is how they interact with your agency in this digital world. A balance of written, visual, and interactive content is important because it encourages maximum client interaction and lead generation.

Writing can be hard. I know many people struggle with trying to decide how much content is enough.

Your website must be informative, but it also cannot overwhelm consumers. When writing content for your website, it’s vital to balance both the quantity and scope of information.

Why Content Balance is Important

Word Count

For optimal SEO results, most website pages should contain between 600 and 900 words. (Learn more about SEO.) Depending on the purpose of a given web page, you may write anywhere from 200 to 2,500 words. Some pages will have to be shorter, while others will have to be longer.

Too much content can overwhelm your audience and makes your messaging oversaturated. Too little content gives no reason for Google or anyone else to visit your page frequently.

Policy Information

Insurance is a myriad of terms, conditions, coverage options, exceptions, and exclusions. It’s a complicated product. Through your content, you want to help your clients understand their policy but contact you to find the right coverage. Some facts and figures you may want to include. Others, however, you might prefer to save for a phone call or face-to-face conversation.

Content Simplification & Organization

Cramming a website with text can easily overwhelm someone. Too much information reduces a reader’s ability to scan for what they need. They might simply look elsewhere if they can’t understand or sort through your website content.

Insurance website design trends are going towards minimalist visuals and simplified content. If you apply these trends correctly, then your website is easier to navigate and use.

Minimalistic website design is effective because it applies the practice of quality over quantity. Yet, achieving quality content isn’t so easy. Your website still needs content that resonates with your audience and ranks on search engines. The most important factor in a minimalistic design is that, again, your website is a useful resource for your clients.

Get strategic with your website organization. Create enough content to answer essential questions without overwhelming your clients with too much information.

How to Create Purpose-Driven Content

Step 1: Know Your End Goal

When you set out to write content, you need to know where you want to end up. When writing without a road map, you can get lost or sidetracked on issues that are not central to the purpose of the page.

For example, when writing about motor vehicle insurance, you might feel that it’s necessary to discuss coverage for every vehicle type. From standard cars to RVs, commercial vehicles and motorcycles. However, the latter three types have different insurance needs than the average car. If you spend a lot of time talking about a non-essential coverage, you take the attention away from more relevant information.

Create an outline of what you think you need to accomplish with each page. Do not deviate from it. Think from the perspective of your audience. Would they expect to find the information included on that specific page? If not, it shouldn’t be there.

Step 2: Know Your Target Audience

Most agencies have a goal of selling certain policies to certain people. You might offer only certain lines of coverage, some of which might be specialty policies. Or, you might want to target certain policies to certain customers. The better your knowledge of your customer base, the better you can design your content.

Consider an agency that exclusively sells car insurance. The agency might offer standard/preferred, non-standard, SR-22, and commercial auto policies. They may have a page for each type of coverage with content to explain it to their clients.

For products that are most important to you, devote more time and space to that content. For example, if you write a lot of SR-22 policies, then write more on this page. Then you will be providing those researching this policy type with a comprehensive guide and a place to find a solution.

Step 3: Be Wary of Technicalities

It never hurts to give detail on your product pages. However, by trying to give all the information about a product on one page, you could create confusion.  

Different car insurance policies, for example, include many types of coverage. There are also different ways that insurers pay settlements and exclude certain costs. It’s not necessary to provide every exception to every rule on a general information page.

You can use this page to talk about common policy options and common exclusions. But, don’t include specific policy details unless they exist in a significant portion of your policy options.

Step 4: Have a Site Map & Design Sub-Pages

You can find countless topics to talk about for any insurance product. So, you might consider creating both primary landing pages and sub-pages to separate pertinent pieces of information.

For example, one page with information about standard car insurance, gap insurance, SR-22 insurance, and payment settlements may feel overwhelming. Instead, discuss only the general terms of a given policy on one page. Then, build sub-pages that provide extra details on specific topics.

By designing a site map, you can decide which pages to create along with where to build and link sub-pages.

An auto insurance landing page might provide general information. But, sub-pages can discuss the finer details of deductibles, discounts, supplementary insurance, etc.

Determining the Content Essential to Your Website

You may not be sure what essential information to include on your insurance agency website. There are SEO techniques you can use to help you decide.

For example, through a review of your website traffic, you can see which pages perform best. A deeper dive into search engine data can also help you determine common keywords consumers are using. You can use these keywords to decide what information to include on a page and what to discard.

Here are some free resources to learn more about SEO techniques for your website:

Many agencies today structure their pages as a series of frequently asked questions. Each page corresponds to common keyword data in their market. Pages with this structure often prove better at attracting traffic. Why? Because they answer the questions people are asking.


Having a website that is out of balance can actually do more harm than good. Finding the middle ground between too much content and too little content is essential. These steps can help you determine what content is essential to your website and what it could do without.


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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