Copywriting for Insurance Companies:

Six Tips to Convey Your Offer​

Strong insurance copywriting examples and company copywriting skills are critical for both stand-alone insurance agents and agencies catering to a diverse clientele if you want the ability to differentiate yourself from the competition and win over new business.

Copywriting for insurance companies is more than just writing about health insurance and travel insurance. All it takes is telling a story that motivates clients—past and present—to pursue their financial goals and objectives. Conventional insurance company narratives may be updated to include intriguing stories with complex ideas and content that appeal to your target audience and encourage them to get in touch with you or buy your insurance business services.

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Turn leads into customers and get started today. We’ve partnered with finance and real estate brands around the globe with digital marketing campaigns, including SEO, content creation, lead generation, and beyond. Get results with the pros in your niche – we’re not a generic agency that works with everyone.

What Is Insurance Copywriting?

Financial copywriting is the ability to write captivating material for banking services, industry news, asset allocation, savings accounts, retirement savings, and planning. It comprises producing visually appealing financial copywriting samples and material that persuades prospective customers of the special qualities and advantages of your financial services.

Well-written compelling copy and content for media platforms not only enlighten readers but also inspire them to take desired actions, like making an appointment with an insurance agent or financial adviser. Research on case studies indicates that 55% of consumers are more likely to acquire an insurance policy or financial product if they find the brand’s history interesting. For this reason, financial copywriting is crucial to marketing.

Types of Copywriting for Insurance Services

There are several types of financial copywriting, and each has a specific function in building and sustaining relationships with companies and prospective clients. Below is a summary of the different varieties of financial copywriting:

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  • Website text: The content on your website should be easy to read and visually appealing. It needs to highlight your background and present your offerings to visitors.
  • Social Media Posts: Maintaining a consistent and captivating online presence on social media platforms such as Facebook, LinkedIn, and Instagram might potentially enhance brand recognition and draw in new customers.
  • Email newsletters: Sending newsletters regularly is a fantastic way to keep clients informed about market trends, best practices, and industry news.
  • Sales Pages: Depending on the target market, your insurance business can develop sales pages for certain financial products or services.
  • Blog Posts and Articles: Articles and blogs cover a wide range of financial subjects. They increase the amount of links pointing to your website and the credibility of your financial content.
  • Financial Advertisements: The purpose of these ads is to generate interest in the financial services that your organization provides.

The list of insurance-related topics below is not all-inclusive. Financial copywriting tactics, depending on your area of expertise in the insurance sector and the objectives of your ideal customer for your financial company and insurance policies, can be used in addition to features to entice and persuade your target audience.

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The Benefits of Financial Copywriting for Insurance Companies

Financial drafting is quite beneficial to a lot of insurance companies, agents, the media, and businesses in general. It improves the brand’s voice impression, engagement, and conversions. The value of tailored messaging in the financial services industry is shown by data suggesting that personalized content may result in 42% greater conversion rates. Additionally, businesses with an active blog receive 97% more links going to their websites, which boosts their online visibility and attracts more potential clients.

While content marketing creates three times as many leads at a cost 62% less than typical outbound tactics, email marketing yields an astounding $36 for every $1 invested. In summary, creating superior insurance content enhances your success in the financial markets with insurance clients and makes you stand out in a crowded industry.

6 Tips to Improve Your Insurance Industry Copywriting and Convert More Leads

1. Research Your Target Audience

Your insurance copywriter must understand your target audience’s motives in order to provide financial content that convinces them. Gaining a deep comprehension of their financial goals, issues, and pain areas may help you produce outstanding content that speaks to their motives and worries in an approachable way. When you can emotionally connect with an audience, you’ll have far greater success persuading them.

The type of services you offer will determine who your ideal target market is. If you want to tailor your understandable messaging to each of their objectives, desires, and aspirations, you have to do in-depth research on each of them. Customers may be surveyed and talked to, and data can be obtained by using social media analytics and visiting websites such as Reddit, where members of your target audience are freely sharing their opinions.

2. Focus on Benefits, Not Features

By stressing your benefits over features, you may create service descriptions and other financial material that emotionally engage and engage your target audience.

By highlighting certain benefits of financial goods and services and appealing to consumers’ sense of comfort, security, and familiarity with financial concepts, one may sway their financial decisions. Using this technique might help you create a more engaging financial story that will entice potential clients to work with you.

This important detail does not suggest that you should refrain from writing about insurance online or any subject pertaining to money. In your insurance company marketing effort, employ feature-driven language to provide potential clients with helpful financial information. Remember to supplement it with content that highlights benefits to further grab the attention of your target audience and motivate them to take immediate action.

3. Use Simple Language

It will assist you in creating a deep emotional bond and comprehension with your audience and increase the relatability of your insurance copywriting. You might be able to reach potential customers with your message by speaking in a way that makes them feel comfortable. When crafting interesting content, remember that you are writing for real readers, not just software.

This more casual language and conversational tone help potential clients and those who intend to use your financial services regularly build strong relationships. On the other hand, financial jargon and other complex financial ideas and concerns might come off as impersonal or detached information that lacks a conversational tone and simple language, which makes it harder for readers to relate to your messaging.

4. Don’t Underestimate the Power of Email Marketing

One of the strongest strategies for generating leads and fostering connections with most customers is email marketing.

To create email lists, contact details from potential customers, event attendees, and lead-generation campaigns may be obtained. After you have a list, you may send out newsletters that include information about the insurance industry, event invitations, an accomplishment history, insurance tips, and other content. Depending on what your customers wish to see, you may also include personalized notifications in your emails.

By regularly sending timely, high-quality material to your email list subscribers, you will build your company’s brand, gain their trust, attract devoted customers, drive traffic, and ultimately aid in the expansion of your insurance agency.

5. Craft Compelling Headlines

In a crowded field, your headlines must grab the reader’s attention. You only have a little window of time when using insurance agency marketing materials to persuade readers to click on a certain description; if your title isn’t attention-grabbing enough, they may scroll past it. If you want more high-quality leads, write headlines that are attention-grabbing, instructive, and succinct. The features that make your insurance blogging and financial services stand out from the competition and draw in new customers should be highlighted in the headlines.

6. Optimize for Search Engine Optimization

Since search engines are the source of over 90% of initial online encounters, the importance of SEO for financial copywriting cannot be overstated. You must always add relevant keywords to your instructional material and offer them to viewers of your website. Doing this will boost your website’s organic traffic and visibility in search engine results.

When optimizing content for search engines, keep in mind that you are still writing for readers, not robots. It’s not necessary to silence yourself in favor of keywords. Of course, you should use deliberate keywords in your content strategy to encourage readers to interact with your target audience and find the online material they’re looking for.

Organic search leads have a 14.6% close rate, compared to only 1.7% for outbound leads.

Learn more about SJ Digital Solutions SEO services to start ranking on the first page of Google. In the past year, we helped a real estate crowdfunding app triple its ranking keywords in less than three months with a custom keyword optimization, research, and content creation strategy. As a result, the app’s website traffic soared from zero to over 2,400 organic clicks per month. Read the full case study!

Your Finance Copywriter, Samantha Hawrylack


Working with a professional copywriter or subject matter specialist will improve the effectiveness of your own insurance agency’s website, website and marketing materials.

A talented insurance copywriter may use technical vocabulary to create blog posts, service descriptions, press releases, and promotional marketing materials that appeal to your target audience and boost engagement and lead generation. Aware of your target market, insurance copywriters will use language that demonstrates their in-depth knowledge of life insurance, insurance products, and plans.

Additional Content Marketing Services We Offer For INSURANCE COMPANIES

Our Framework for INSURANCE COMPANIES Content Marketing


When you’re ready to have your financial brand grow through your content, we’re here to help you become more visible as an authority in your niche by creating your content backed by our three pillars below.

Our goals when implementing content marketing strategies for asset managers are to increase traffic, leads, and conversions for your organization. Allow us to operate in our areas of expertise by creating content that converts and optimizes your content with SEO. 

When you take these two things off your plate, you can focus your time, energy, and resources on YOUR areas of expertise. It’s time to stop stressing and overburdening your internal team. Outsource this area of your business to us and get it right the first time. Because not only are we experts at content and SEO, we’re experts in the finance niche. 


You deserve to experience what it’s like to work with us because we understand the big picture. A piece of asset management content marketing is never one and done. 

We create content that connects to your audience, your other content, and your overall sales and marketing goals.


Allow us to implement your strategy by taking massive action with one or multiple of our packages.

It’s time for you to save hours spent researching, crafting, ideating, and guessing because when it comes to your content ranking, it’s not just about your great ideas. It’s about how you execute your ideas.


We constantly keep a pulse on what’s going on data-wise in the asset management industry and keep you informed too.

We do this by regularly monitoring analytics through Google Analytics and Google Search Console, sending reports to our clients, taking action based on the data, and keeping content fresh and updated over time.

We’d never claim to be experts, but we are aware of the strict compliance standards within the financial industry. Moreover, refreshing content is crucial since numbers, regulations, etc., change in the financial services industry sometimes yearly.

Get A Proposal

Turn leads into customers and get started today. We’ve partnered with finance and real estate brands around the globe with digital marketing campaigns, including SEO, content creation, lead generation, and beyond. Get results with the pros in your niche – we’re not a generic agency that works with everyone.

Still Curious?

Frequently asked questions

A: Financial copywriters help you grow your business by using compelling language to successfully communicate your business’ unique features, benefits, and selling points. They employ buyer psychology and narrative to communicate with potential clients, encourage readers, and prompt calls to action. They also do market research, examine trends in the insurance industry, optimize content for search engines to broaden their audience, and more.


A: Consider hiring an insurance industry copywriter if your financial writing and marketing materials aren’t getting the attention you desire and your conversion rates aren’t increasing despite your consistent marketing efforts. You might also be having trouble communicating to others the unique benefits, features, and value proposition of the wealth management and financial independence services you offer. You also won’t have enough time for finance copywriting when your company grows and you take on more significant responsibilities to create a voice for the brand and financial content.

A: Although ghostwriting, insurance copywriting, and content writing have many characteristics, they also diverge greatly from one another. Copywriting in the insurance business is the art and science of creating a message that captivates your target audience and motivates them to do a certain action, such as contacting you for a consultation, responding to a call to action, keeping informed, or asking questions about a posting. Offering engaging and instructive information is the primary objective of content creation for insurance blogs, as it boosts website traffic, establishes your authority, and improves search engine rankings. Ghostwriters are financial businesses and copywriters who produce exceptional materials or content for your business without claiming credit for their work.

A: Remember that readers, not search engines, should be the primary audience for your thought leadership and financial writing articles. Although you should carefully consider the keywords you choose for your website and blog posts, you should eventually provide landing pages that contain content that is truly helpful to those who are searching for it. Think about how easy it is for you to obtain the information that your target audience and important demographics want to know, and whether reading your article, blog post headlines, or website content from their point of view captures your curiosity.

A: A content writer should possess the skill of writing compelling stories that resonate with your target audience. They must also be knowledgeable about the technical jargon used in the financial industry, such as SEO and market research, and be able to articulate how your services provide value. They also need to have a broad portfolio of previous work and be well-versed in the insurance industry.

Get Converting Insurance Copywriting Services From SJ Digital Solutions

At SJ Digital Solutions, we help you make great copy and confidently scale your brand voice, knowing that the words behind persuasive copywriting your business are working for you.

As a certified financial planner, you’re busy. This is why we write your website copy, email sequence, or social captions in just one action-packed Conversion Copy Day. We’ll dedicate an entire day to writing your copy and take it through a round of revisions to ensure that you love every single word.

If you’ve created okay financial copy so far with an in-house writer, but know it does not speak directly to your people and crave more clarity in your coaching messaging, we’ll use tried-and-tested conversion copy strategies to write words that attract potential clients, differentiate you from competitors and even sell financial products for you while you focus on CEO tasks. Get in touch with us to take financial copy for your business to the next level!