Insurance content optimisation
Client
Anonymous
Sector
Insurance provider
Category
Web content
The task
We were approached by a travel insurance provider, known for offering high-quality cover to people of all ages – particularly those with pre-existing medical conditions.
Their content team was looking for a healthcare-specialist content agency with expertise in search engine optimisation, brand messaging and reassuring, authoritative writing for a new-look website.
The brief
Our brief was to create engaging, medically accurate webpages that:
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Attract potential customers through high organic search visibility
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Showcase the client’s expertise in travel insurance for people with medical conditions
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Facilitate and encourage online enquiries and quote requests
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Are fully optimised for their new CMS design templates
The work
We began with competitor analysis, brand and UX review, and keyword planning, then created page outlines and component-based designs with recommended features to enhance user experience and optimisation.
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Each page was tailored to its medical topic, with travel tips to help customers plan and manage their health abroad. Our SEO-trained medical copywriters worked in the client’s tone of voice, using credible sources and health literacy best practices. Readability was a priority – improving accessibility and proven in healthcare to boost conversion rates.
All pages were doctor-reviewed to add credibility and strengthen EEAT signals for top search performance.
UX
Readability
Health literacy
Credible sources
Doctor-reviewed
Results
Even before going live, pre-publication benchmarking against competitors showed our content:
Impact
Based on early indicators, we expect the new pages to outperform the old versions in organic traffic, engagement and conversions. Competitor comparison tests predicted top-tier search visibility, with our content ranking highest for topic coverage, metadata quality and accessibility.
By combining medical accuracy, empathetic writing and SEO best practice, we’ve helped position the client as a trusted authority in travel insurance for people with medical conditions – while creating content designed to convert.