Blogging Essentials for the Insurance Industry

No matter what type of insurance company you are, you can reap the benefits of an overlooked yet powerful marketing strategy: blogging. Even if you provide legally-required insurance such as car insurance, you can’t afford to let your guard down if you want to survive or thrive in the modern market. You’ve probably already employed more traditional marketing efforts such as television and/or radio ads, but these are expensive and don’t always do a good job of connecting with consumers. Blogging is a unique, low-cost method that boosts your website traffic for very little additional effort on your part. In this article, we’ll be going over what blogging is, how to do it right, and what the benefits are for you and your business.

blogging for insurance industry

Making a Website

If you want to get the most from blogging, you need to build a website. A personalized and private website for your company is the best place to host a blog. Internet presence is one of many reasons why business websites are advantageous. Given that an estimated 81% of consumers do their research online before making a purchase, you simply cannot afford to be without a website.

Blogging as an Insurance Company

Once you have a place to host your blog, we can start to look at the nuts and bolts of blogging. Firstly, let’s define business blogging. Blogging is the process of creating blog articles and archiving them on a publicly accessible webpage. These entries can be authored by you, one of your staff, or another individual on behalf of your business. You can also hire companies to do this for you, such as the digital marketing experts at SEO Design Chicago. The two main purposes of blogging are to interact with potential customers and to drum up new leads.

Although you can write about anything when you blog, you should often stick to topics that are pertinent to your business. The most common way to organize an insurance company blog post is to answer a query of some kind. This includes both more broad questions about your industry and questions that are more tailored for your particular company, services, and products in general. For reasons we’ll discuss later, both types of questions have their place in your blogs.

Why Should Insurance Companies Blog?

Does blogging have that big of an impact? You might find yourself asking this question by now, and of course “yes” is the response! First off, blogs are a fantastic way to draw in new customers. There are numerous ways they do this, which are discussed in further depth in the following sections. Another benefit is the personality it gives your online identity. When it comes to forging a human connection with customers, blogs excel where traditional marketing often fails. Make sure not to pass up this opportunity since, according to studies, blogging is a highly cost-effective way to get new leads.

insurance industry blog

Visibility to Consumers

There is no disputing that blogs help you become more visible online. With every new blog post, there is a fresh page online that users may look up. As a consequence, those who are actively looking for you will find you far more quickly. But the potential for accidental discovery is where blogs truly show their value. The majority of people are initially more interested in examining their options than thoroughly investigating a specific company when researching who to do business with. If your website has several postings that are relevant to users’ queries, such as product reviews of well-known brands and articles outlining what your insurance has to offer, visitors are sure to find it. When this happens, blogging becomes a marketing tool unto itself.

Search Engine Optimization

Another underused digital marketing strategy that is intrinsically tied to blogging is search engine optimization (SEO). Despite its apparent complexity, SEO is really quite easy to comprehend. It simply refers to procedures carried out on a website to make it more visible to Google and other search engines. The main goal of SEO is to get your website to appear under searches for related topics, primarily when someone types in search terms related to you. However, the top spot in organic search results is where your website would appear if you’re maximizing your website’s SEO. 

The main way you use SEO is by increasing the relevance of your website for the search terms related to your industry. Effectively doing so requires extensive knowledge about Google’s search algorithm, but we can provide some easy tips right here. Your first step should be to identify your keywords. Any term or phrase that a user types into the search bar to find you or a related business is referred to as a keyword, and examples include the following:

  • Affordable car insurance
  • Best life insurance companies
  • Insurance companies near me (or in a specific location, such as Detroit)
  • Insurance company quotes
  • Best home insurance in my area
  • Nearby fire and flood insurance

These examples should give you a jumping-off point to find additional, more suitable keywords. Blogging, of course, helps immensely with keyword usage, as your opportunities to use them are hugely expanded upon. Once you’ve chosen the keywords you want to use, you need to freely spread them over your page. This strategy can only help to bring new customers to your website, which will definitely generate some leads. If you’re having trouble finding the right keywords, you can always fall back on Google Ads Keyword Planner.

insurance blogging essentials

Link Building

Additionally, keep in mind that each insurance company blog article will benefit from having lots of links. Links are an important feature that Google takes into account when determining the credibility of a website, even if it may not appear obvious. Google will push you to the top of the search results more as you use more links. This is because websites with links are often more thoroughly researched and grounded than websites without as many links. Remember that website visitors will also think along these lines. Once you have a sizable collection of blog posts, you can also utilize links to connect your articles to one another. This is great for spreading out the performance of your website’s single-page traffic across numerous pages!

Consumer Connections

As was previously said, blogs appeal to readers because of how much more relatable and personable they tend to be. In comparison to a traditional advertisement, you can communicate a lot more in a blog post for far less cost. Although it’s advised to keep blog articles under 3,000 words in length to avoid boring your readers, this amount of text is more than enough to get your message through.

Posing a question and then answering it is a great way to start a new insurance company blog article. It’s usually a good idea to write posts that answer common, or “evergreen,” issues. Given how popular these queries are, you’re sure to receive a lot of traffic from these articles. Since this is a question that is often asked, posts on it become more valuable over time and make it simpler and easier for other people to find you.

Having said that, remember to answer specific questions as well. Your reputation is substantially improved by how you answer these questions, as they demonstrate that you have experience and expertise. If you’re driven to do so, you may use your blog to answer client queries directly. This is not only a great way to convince these clients to purchase from you, but it also attracts customers who like watching you resolve customer issues.

insurance blog

SEO Design Chicago Can Help Insurance Companies Blog

Contact SEO Design Chicago if you need help with your insurance company’s blog. However, keep in mind that we can also help with anything that has to do with digital marketing. If you’re looking for a company to showcase the effectiveness of digital marketing, you’ve come to the right place.


  • What is blogging?
  • Why should insurance companies blog?
  • What are good keywords for insurance companies?
  • What is link building?
  • Why do I need a business website?

Contact Us Today!

Call Now