Insurance Copywriting

Turning impenetrable insurance information into light and engaging copy.

Every day, people search for the best-priced, most appropriate insurance policies for our homes, cars, health, life, business, pets, travel and so on. The search almost always begins online and when a potential customer comes to your website, they do so for a reason. They may be interested in learning more about their insurance options or they may already know exactly what they want. But if they’re not familiar with the terminology, it can be confusing and off-putting. That’s why, in one of the most competitive sectors, aside from the cost, words are one of the few ways that insurance providers can differentiate themselves and help them stand out from the crowd.

Well researched search engine optimised (SEO) insurance copywriting can improve engagement, remove any confusion and gain the trust of the reader. But it treads a fine line between impressing the importance of an effective policy and scaremongering. It’s better to focus on the features and benefits of the product or service. Doing so, by using informative and persuasive content that guides them through the insurance maze, can build your brand, get you noticed in search engines, increase your authority, generate leads, position  your insurance products and services as must-have investments, and forge long-term relationships with your customers.

There are complexities and specialisms in every sector but insurance copywriting can be among the most challenging. No-one’s pretending that writing about insurance is fun and oozes creativity. It’s a fact of life and not a luxury purchase, but don’t make it worse by forcing your existing and potential customers to wade through badly written copy that just makes it even more complicated and unattractive. You must start by understanding the needs and concerns of your readers and choose a style of writing that reflects the brand’s tone of voice and explains complex insurance covers in simple terms. Something that hits the mark immediately and doesn’t bore the pants off them.

An insurance copywriter that turns browsers into customers.

During the past 25 years, I’ve supplied insurance copywriting for banks, insurance providers, insurance brokers and independent insurance advisors. My words have promised to protect futures, cushion falls, cover life’s journeys and put lives in safe hands in web content, brochures, infographics, product and service descriptions, white papers, social media, marketing and sales letters, press releases and case studies.

“Tom has been our go-to copywriter for several years. He writes informative and engaging press releases and case studies that never fail to get coverage”.

Ginny Murphy, The Wheel Specialist