Asda Money
Insurance content runs the risk of being very dry - so you better make sure everything you cover flows of the page.
Tags: Content strategy, SEO content, UX copy
The brief
Even after leaving Asda’s in-house team, their briefs seem to have followed me around from place to place. When Asda Money wanted to rebuild their website content from the ground up, my familiarity with how they work came in handy.
They wanted to refresh everything to better align with their tone of voice, keeping everything clear and informative while still feeling approachable - which isn’t always a given in the realm of insurance and more legal-leaning areas.
As the client said, “We want to inspire the same trust that the main Asda brand does - maybe event a little more!” - so where did we start?
The approach
Like nearly all good things, detailed research is the first step. Everything we wrote needed to consider both the relevant regulations and the user needs, striking that right balance of legally compliant and actually interesting to read.
The tone of voice Asda uses naturally lent a hand to this, keeping things light and friendly while leaving plenty of space to hit keywords and specific legal phrasing without being too jarring.
Extensive keyword research and PAAs provided by the SEO team helped guide the structure for each page, whether it formed a core site page or blog that needed retooling. By aligning everything through one strategic master document, we made sure every page held a purpose, addressed content users actually wanted, and made it easier to find the right answers.
The outcome
Customers feeling greater reassurance than ever and reaffirming the trust users felt from the Asda Money brand.
With 50+ freshly baked pages and blogs all working in harmony, carefully crafted to work in tandem with product offerings, my copy help people get the information they were hungry for.