Whether your agency writes onsite blogs, offsite blogs, link building articles or all of the above, you obviously know the importance of having solid content. Content for the web is unlike any other forms because you’re trying to cater to a real audience (people) and also the search engines. While it may not seem like much on the surface, it’s actually a more daunting task than it seems. When contributing content to the web, it’s always important you’re holding yourself to a high standard to improve your insurance marketing website.
In the days of social media, blogging and search engines, quality content is more important than it has ever been. There’s no use in churning out writing that doesn’t live up to a certain level of integrity and style, so here are some tips to help you and your agency keep yourself alive in Google:
- Keep it concise: One of the general rules of thumb of online content is to keep as short as possible while still effectively delivering your message. Now, we’re not saying to write a single paragraph and leave it that, but to also not write a book, either. As an independent agency trying to get its website to show up in the rankings, you need to focus more on multiple posts and articles, not just a long one every so often. So get to the point as quickly as possible and leave out any unnecessary information.
- Use Headings: Naturally, human beings prefer to be directed at what they should be reading instead of just blindly going through content. If you publish a blog post or article that is on the longer side, it may be wise to separate each section with headings and/or subheadings to make it easier on the reader. With headings, readers will be able to skim down the page and read the parts that may be more of interest or value to them.
- Inverted Pyramid: Ever hear of the “Inverted Pyramid”? In journalism, the inverted pyramid refers to the strategy of placing information in any given article. Normally, the most important information will be up top and fill most of the article, followed by secondary information in the middle and any related but not as important information at the bottom. If you want to lower your bounce rate, you’ll want to make sure you have the important stuff at the top so the reader has a chance to take it in before leaving your website.
As an independent insurance agency, you want your website to not only serve as a way for people to sign up for quotes, but to also reel in potential customers through search engine optimization. Your content is the bridge connecting your website to new leads, so take pride in whatever you write. Remember: keep it simple, thoughtful and fun!