—  Web Writing for your insurance broker
Rules to follow to create powerful content

A Web writer isn't just someone who writes well. Web Writing for your insurance broker is now viewed in terms of “content creation.” What is more, reading has become multi-sensory, involving text, but also images, sound and interaction between the website for your insurance broker and its user. Users want an optimal experience and a site that meets their specific needs

The goal of Web Writing is to improve your website's SEO efficiency for your insurance broker, attract readers and extend the time they spend on your site by optimizing the experience, so that visitors become customers. This requires good knowledge of the users.

SEO writing for your insurance broker.

First and foremost, Web Writing for your insurance broker aims to index your site in search engines, using SEO (search engine optimization). You want visibility for your insurance broker just as much as users want to find you! Analyses are therefore conducted on several levels, which are all interrelated:

• Social: level of education, psychoaffective proximity linked to the target reader's needs
• Space and time: target reader's geolocalization, current events
• Semantics: relevant, quality content for your insurance broker
• Lexical: definition and appropriate use of the keywords and semantic field linked to the topic for your insurance broker

A good Web writer will create quality content for your insurance broker that is significant to the target audience (making it more popular in search engines) and structure it based on the keywords and semantic field while making sure that the text flows naturally and is enjoyable to read

Reading behaviour

Three types of people will visit your website: those who will leave after 10 seconds, those who will spend two or three minutes and those who will browse for 10 to 20 minutes. It's impossible to make every visitor spend 20 minutes on your site, but if the information is well-organized, the text is spaced out and the message is simple, it will certainly reduce the number of readers who leave right away.

A neurosensory analysis has shown that people visually scan Web content in an F-shaped pattern, as seen below:

Source: Jakob Nielsen's Alertbox: F-Shaped Pattern For Reading Web Content ( www.nngroup.com/articles/f-shaped-pattern-reading-web-content/)

There is therefore a hierarchy to apply to a website's textual content for your insurance broker, to help users find the information they want and then continue reading. That is the Web writer's main objective for your insurance broker.

An effective structure

Web content for your insurance broker has to be very precisely structured if you want to extend the time users spend on a website for your insurance broker. This is done by applying the inverted pyramid model:

• The title is short, is directly aimed at the target audience and is written with referencing in mind for your insurance broker
• The lead summarizes the text, but in a way that grabs the reader and makes them want to read more
• The first paragraph answers the 5 Ws (who, what, when, where, why) and already provides the reader with the important information
• The second paragraph answers “How much?” and “Why?” if necessary
• The following paragraphs cover the subject in greater detail, providing additional information for more tenacious readers

If you're able to hook readers with the title and lead, they will extend their stay, greatly increasing the likelihood that they will become a customer for your insurance broker!

Web Writing for your insurance broker also take responsive design into account, to make it easy to browse the content on various platforms (computer, tablet, smartphone).

Interaction: a participative experience for your insurance broker

To optimize the user experience for your insurance broker, it is also important to invite them to participate. Certain key elements can be inserted, such as:

• Call to actions (CTA) buttons: “Subscribe,” “Contact us,” “Call,” “Buy,” “Add to cart,” etc
• Sharing icons for social media (Facebook, Instagram, Pinterest, Twitter, etc.)
• A comment section
• Video to go along with the text
• Hyperlinks to additional external resources (partners)
• And more

All of these elements facilitate, humanize and dynamize the user experience for your insurance broker. They call on the senses, arouse emotion and direct the user's actions. What is good for users is also good for you.

A website with well-structured, quality content can help grow clientele and increase visibility and reputation for your insurance company in Bas-Saint-Laurent, for your NPO in Toronto, for your transportation company in Yellowknife, for your hockey league in Toronto, for your hotel in Lac-Saint-Jean, for your restaurant in Saguenay-Lac-Saint-Jean, for your business in East-Broughton, for your company in Lévis, for your SME in Rivière-du-Loup, for your car dealership in Montmagny, for your startup in Shawinigan, for your small town in Lasalle, for your store in Calgary, for your shop in Calgary, for your thrift shop in Magog, for your shoe store in Boucherville, for your clothing store in Quebec, for your electronics store in Black Lake, for your robotics store in Lanaudière, for your eyewear store in Lévis, for your furniture store in Verdun, for your construction company in Saint-Léonard, for your hostel in Iqaluit, for your lodging in Repentigny, for your camping in Nord-du-Québec, for your outfitter in Victoriaville, for your printing house in Baie-Comeau, for your financial service company in Côte-Nord, for your organization in the Eastern Townships, for your nonprofit organization in Trois-Pistoles, for your non profit organization in Montmagny, for your small business in Lachine, for your insurance broker in Estrie, for your human ressources in Dorval, for your non profit in Shawinigan, for your HR in Saint-Laurent, for your warehouse in Sainte-Thérèse, for your bed and breakfast in Fredericton, for your spa in Chambly, for your brewery in Charlottetown, for your city in NDG, for your town in Fredericton, for your microbrewery in Charlottetown, for your association in Baie-Comeau, for your tourism association in Rimouski, for your regional tourism association in Granby, for your RTA in La Prairie, for your pub in Joliette, for your bistro in Beauport, for your salon in Québec Maritime, for your hairdressing salon in the Laurentians, for your beauty salon in the South Shore, for your plumbing company in Terrebonne, for your sugar shack in Saint-Hyacinthe, for your agency in Montérégie

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