Writing about insurance comes with its fair share of difficulties. Insurance is a heavily regulated industry, and content needs to meet specific legal standards. If you’re after a copywriter that has experience dealing with compliance teams and legal teams, then I’m your gal.
I’m used to ensuring every claim is accurate, substantiated and not misleading. I’m also used to reading over policy wording, policy schedules, IPIDs, Terms of Business and more, to ensure what I write is correct and covered.
From launching new blogs to auditing and revitalising old ones, I’ve delivered all kinds of content strategies that get results. Whether it’s answering niche search queries or supporting top Google rankings for competitive terms like ‘car insurance’, my work has helped clients grow their visibility and drive valuable organic traffic.
Scroll down to see how I’ve supported two very different insurance clients with content that performs and lasts.
Age Co
Age Co (owned by Age UK) offers a range of insurance products for the over 50s, including home, car and travel insurance, plus funeral plans and legal services.
What they wanted
The client wanted a range of car and home related content that could link back to their main service pages. They wanted to improve brand visibility via organic search and generate more traffic to their website.
What I delivered
I established their blog with quality content that was relevant to their target audience. I averaged around 6 articles a month for 18 months.
I wrote articles like this one about how to file a home insurance claim.
Chill Insurance
Based in Ireland, Chill Insurance offer a number of insurance packages, from car and home to business and travel.
Their blog is huge, dating back to 2012, so this meant doing more than just consistently writing new content.
As part of the project, I conducted a full blog audit, analysing the existing content they had and whether it was performing well or receiving traffic.
Based on the data, I could make suggestions including which pages could be updated, consolidated or removed.
What they wanted
The client wanted me to provide new content on a range of relevant topics, but mainly vehicle-related copy. The content didn’t have to specifically be about car insurance, and topics that I covered included travelling around Ireland, electric cars, Rules of the Road, etc.
They specifically wanted to retain their page-one ranking for ‘car insurance’ and ‘home insurance’ on Google.ie.
What I delivered
I have written a significant chunk of their blog content over the years (more than 50 articles) in order to improve their visibility and conversions. But it’s not about the quantity of content but the quality. I never write content for the sake of it, which is why I spent a lot of time analysing the existing site and ensuring my strategy was spot on.
As a result, the client had 130+ keywords ranking on page 1 and their blog brought in around 15k organic sessions each month.
Need insurance content that’s compliant, clear and converts?
Insurance content doesn’t have to be dull or difficult to read. Whether you need someone to build a blog from scratch, audit your existing content or write articles that tick both the SEO and compliance boxes, I can help.
I’ve worked with trusted names in the industry to create thoughtful, targeted content that performs over time.
If you’re looking for a copywriter who understands the detail but never loses sight of the bigger picture, please contact me today.