This foray into financial services copywriting came out of my ongoing relationship with Gloucester-based design experts ICON.net. When their London-based client John Ansell & Partners needed new SEO copy for their facelifted corporate and personal insurance services website, Icon.net quickly introduced me to the Ansells team.
Armed with the new site brief and ICON.net’s SEO copy brief, I undertook a detailed fact-find interview with one of Ansells’ directors. Although I normally prefer to do face-to-face research, we did this one remotely and it went well.
I quickly understood the business, what they wanted to achieve with the new website, their unique differentiators and the benefits they bring to personal and corporate insurance clients.
This isn’t just another insurance broker, they specialise in areas such as fitness insurance, outdoor business insurance, wine insurance and block of flats insurance. They know what they are good at and they bring years of solid experience – all they needed was a hand with the writing.
It’s a situation that I see regularly as a busy Cheltenham copywriter. My client knows their business better than anyone, but for various reasons they don’t have the time, specialist skills or the inclination to write their own copy. Fortunately, as I was able to do for John Ansell & Partners, I can help them to get vital copywriting off their to-do lists.
Within a few days, I’d matched sets of discrete page keyword sets to the supplied personal and business insurance page themes and the results of my telephone research. I delivered first-draft on time, then incorporated a few minor amends. And that was it. The new site went live with sparkling, benefit-laden copy. And the demands on the John Ansell team were minimised so they could get on with what they do best – doing insurance business.
I was asked back to do more writing for John Ansell & Partners in spring 2013 – another 10 pages covering their specialist services in fields such as outdoor instructors' insurance and residents' association insurance.
Are you an insurance broker or another type of financial services company? If so, perhaps I can do the same for you. For your free copywriting consultation, please contact me.
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