Writing Web Articles: The New Key to Success
According to a recent study by Forrester Consumer Technographics, 28 percent of the study's participants reported using the Internet during their insurance shopping process.
With those statistics purported to rise, many insurance agents are increasing their visibility online by writing industry-related articles for company Web sites and blogs.
Because content is becoming a crucial factor to developing a good Web site or blog, we at InsureMe have highlighted some tips and suggestions for writing valuable content to educate visitors—and turn them into clients.
Unearthing Ideas
What kind of content should you host on your site? As a general rule, your articles should include any and all industry-related topics that you think might appeal to consumers.
You can get article ideas from:
- Clients
- Peers
- Industry publications
- Competitor sites
- The news
Write your ideas, themes and topics down on a sheet of paper. Once you've finished, look over your list and choose a topic, saving the rest for future articles.
Starting the Writing Process
Writing an article might seem overwhelming if you've never done it before. To avoid feelings of frustration, divide your writing process into three steps:
- Conduct all necessary research; make detailed notes.
- Create an outline, highlighting the points you'd like to present and the order in which you'd like to present them.
- Following your outline, begin writing until you've completed a rough copy.
When it comes to writing articles, one step at a time is best. You'll soon establish practices that work best for you, and churning out those articles won't seem so overwhelming!
Connecting With Your Readers
When it comes to writing articles, using an informal writing style tends to work best. Barring inappropriate content and slang, a relaxed tone shows your readers that there's an actual person behind the text—which will help you develop the trusting relationship you need to turn readers into clients.
While writing your articles, you should also:
Limit sales plugs. Feel free to announce new products or services in your articles, but try to steer clear of articles that are specifically aimed at selling you and your business—writing high-quality, informational articles will speak volumes for your expertise.
Dodge industry terminology. Most consumers don't have a firm command of industry argot and you may alienate readers if you get too technical. Substitute words when you can and provide explanations and definitions when you can't.
Make it readable. Studies have revealed that many consumers don't read every word—they scan the page for highlights. Make use of white space, bullet points and occasional text treatment (bold, italics and underline) to keep your readers engaged.
Edit diligently. Remember that your articles are an illustration of your insurance expertise. When possible, have a friend or colleague look over your work to catch anything you might have missed.
Publishing like a Pro
Many agents don't have the time or the resources to put their articles into HTML format. Fortunately, there are many programs—for Web sites and blogs—that make it easy to create and post articles without this programming knowledge. Free Web hosting is offered by most major search engines and free blogs are also available through programs like Blogger.com.
Once you've published your first article, you will undoubtedly be motivated to incorporate more articles on your site and gain increased visibility on the Web.
Start Writing Today!
Adding quality content to your Web site or blog is the best way to engage visitors and keep them coming back for more. Don't overlook this free tool to improve your business. Get started today and turn readers into new clients!
This information was provided by InsureMe, the leader in online insurance leads for the insurance industry. Since 1993, InsureMe has helped thousands of insurance agents succeed in the insurance business by providing top quality leads that are both detailed and affordable. For more information on InsureMe leads, please visit our agent Web site at agent.insureme.com.
