Website Copywriting | Local Insurance Agency

The goal was to refresh the agencies existing website with more personable and targeted copy. The website's main purpose is to drive visitors to fill out a quote request form.

I began by researching the agencies customers, via testimonials and reviews left on Google and Yelp. I then built a list of competitor agencies that showed up in the same Google searches and served a similar target audience. By looking at the reviews left by their customers, I was able to identify differentiators to speak about in the copy. Once research was complete, I had a full list of phrases and words commonly used by customers, a list of the most common pain points mentioned, and a clear vision of what the customer's dream outcome would be.

I compiled these lists into a Google Doc and got approval on the direction of the copy.

From there, I wrote and wire-framed the copy in Figma (seen below). The copy focuses on the reliability and trustworthiness of the agency. As I began my research, I expected to find that most customers shop on price. However, I found was that while yes, customers do value the price of their insurance, they value feeling fully covered and being able to trust that their agent has their best interest at heart more.

The home page speaks to customers at every awareness level from most to aware to completely unaware.

As they go through the page, they are first given a broad-strokes headline that stresses the experience and reliability of the agency. As they keep reading, they see testimonials, agitation of common pain points, how the agency solves their problems, authority building with partner company logos, and finally a brief step-by-step guide to the process.

The CTAs on the page lead to a quote page with a small list of possible quote types. The purpose of the website was to get prospects to fill out quote forms, and become warm leads. Every step of the process serves this purpose.