I read a terrific article on common grammatical errors in Website Magazine. Grammatical errors are easy to make and this article points to some that are fairly common. Copy is an extremely important part of the insurance internet marketing equation. Not only do you want to make sure your copy is error free, you also want to make sure it is written to the targeted persona you set in your plan. If you are marketing to high-net-worth clients and prospects then the copy on your personal lines pages should reflect that market.
Don’t skimp on copy writing. Use a copy writer who understands your business and insurance SEO. Each page should have between 400 and 1,000 words with a natural density of around 2% to 4%. Don’t stuff keywords for the sake of SEO and forget that someone might actually read the copy on the page. Today, content quality is more important than SEO. Don’t get me wrong, SEO is a critical part of the process. After all if no one finds you then no one will read your great content. My point is to err on the side of quality content.
The last word on content is…unique. Search engines do not like duplicate content. If you outsource the development of your website, including the copy writing, make sure the copy is uniquely written for your site and not one of three versions sold to every third customer.