Web composer for your insurance company for optimal Web content
There's no need to publish a novel or rewrite the Bible. Here, it's important to be precise and concise in your writing.
Web composer for your insurance company is a specific form of writing aimed at producing content tailored to the needs and requirements of the Internet. Web writing for your insurance company combines writing skills with a deep understanding of digital requirements, SEO for your insurance company, and online user expectations. It plays a crucial role in the efficiency and performance of SEO for your insurance company.
Here are the requirements to follow for Web composer for your insurance company:
- Know the audience for your insurance company;
- Understand business and marketing goals for your insurance company;
- Optimize content for SEO for your insurance company;
- Adapt writing for your insurance company to the digital medium;
- Create engaging and relevant content for your insurance company;
- Adhere to standards and best practices.
A Web writer isn't just someone who writes well. Web composer for your insurance company 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 company and its user. Users want an optimal experience and a site that meets their specific needs
The goal of Web composer is to improve your website's SEO efficiency for your insurance company, 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 company.
First and foremost, Web composer for your insurance company aims to index your site in search engines, using SEO (search engine optimization). You want visibility for your insurance company 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 company
- Lexical: definition and appropriate use of the keywords and semantic field linked to the topic for your insurance company
A good Web writer will create quality content for your insurance company 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 company, to help users find the information they want and then continue reading. That is the Web writer's main objective for your insurance company.
An effective structure
Web content for your insurance company has to be very precisely structured if you want to extend the time users spend on a website for your insurance company. 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 company
- 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 company!
Web composer for your insurance company 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 company
To optimize the user experience for your insurance company, 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 company. They call on the senses, arouse emotion and direct the user's actions. What is good for users is also good for you.
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