They’re still out there. Insurance websites plagued with redundant screens and confusing site maps. Beware! The problem is getting worse, not better. With the proliferation of vendors hocking search engine optimization (SEO) services, many unsuspecting insurance companies and brokers are receiving new websites that are easy to find but terrible to read and navigate.
There’s no question – If you want to rank well for the insurance products and services you promote, you have to build a search engine optimized site. But, in the process of doing so, you also have to pay close attention to persuasive experience optimization (PEO).
In other words, you must create compelling website content that leaves readers yearning for more. Sure, pages should be optimized, targeting specific, relevant search terms so search engines know what each screen is about and who might want to read it. But that’s not enough. The copy must be written … Read More