How to Write an Awesome Blog Post for Your Insurance Agency

Most insurance agency blogs are lifeless. They exist, but they don’t do anything. They don’t generate leads, they don’t attract the right audience, and they definitely don’t help you grow your business. It’s fair to say, that most agency owners need to learn how to write a blog post that actually works.

Let’s change that. It’s not has hard as it sounds.

This isn’t another generic “how to blog” post. This is a step-by-step guide to writing blog posts that actually work for your insurance agency—bringing in traffic, engaging prospects, and helping you close more business. Let’s dive in.

Step 1: Know Why You’re Writing (No, Seriously)

Most agents start blogging because someone told them they should. That’s a bad reason.

Before you write anything, ask yourself:

• Who is this for? (First-time homebuyers? Small business owners? RV travelers?)
• What problem are they trying to solve? (Lowering rates? Understanding coverage? Avoiding costly mistakes?)
• What do you want them to do after reading? (Get a quote? Call your agency? Subscribe?)

If your blog doesn’t have a purpose, neither will your reader. Write with intent.

Step 2: Pick a Topic People Actually Care About

No one wakes up excited to read about policy endorsements or comprehensive vs. collision coverage. Your blog needs to be about them, not you.

Here’s how to find blog topics that don’t bore people to death:

✅ Tap into customer questions – What do clients ask you over and over? Answer that.
✅ Check Google’s ‘People Also Ask’ section – Instant blog inspiration.
✅ Look at competitor blogs – What’s working for them? Do it better.
✅ Use AI tools – ChatGPT, Jasper, and AnswerThePublic can help you generate trending topics.
✅ Think beyond insurance – Cover related topics: home security, business growth, and financial planning.

Example: Instead of “Understanding Your Auto Insurance Policy”, write “5 Hidden Auto Insurance Fees That Could Be Costing You Hundreds”

See the difference?

Step 3: Headlines That Make People Click

If your headline is boring, no one reads the post. Period.

Here’s what works:

• How to [Achieve a Result] Without [Common Obstacle]
  • Example: “How to Get Affordable Home Insurance Without Cutting Coverage”
• X Things You Didn’t Know About [Topic]
  • Example: “7 Things Your Insurance Agent Won’t Tell You (But Should)”
• The Truth About [Common Misconception]
  • Example: “The Truth About ‘Full Coverage’ (And Why You Might Not Have It)”

Step 4: Write Like a Human, Not an Insurance Manual

Most insurance blogs sound like they were written by a lawyer trying to bore a jury into submission. Don’t do that.

Here’s how to keep people reading:

✅ Short sentences. Short paragraphs. No fluff.
✅ Write like you talk – Imagine explaining it to a friend.
✅ Make it skimmable – Use bullet points, subheads, and bold text to highlight key takeaways.
✅ Use real-life examples – People relate to stories, not policy language.

Bad: “Policyholders should consider obtaining comprehensive coverage to protect against non-collision-related perils.”

Good: “If a tree falls on your car, comprehensive coverage pays for it. If you don’t have it, you’re paying out of pocket.”

Which one would you rather read?

Step 5: Use AI to Work Smarter, Not Harder

Blogging takes time. AI helps you get it done faster.

• Generate blog ideas – AI tools can help you find trending topics.
• Refine your headline – Use CoSchedule’s Headline Analyzer to get more clicks.
• Improve readability – Grammarly and Hemingway keep your writing sharp.
• Repurpose content – Turn one post into LinkedIn updates, tweets, and emails with AI.

AI won’t replace your voice—it just makes writing easier. Use it.

Step 6: Always Include a Call-to-Action (CTA)

What’s the point of getting traffic if you don’t tell people what to do next?

Every blog post should end with a clear next step. For example:

• If you want leads, offer a free quote or consultation: “Get a customized quote in minutes.”
• If you’re building trust, invite readers to subscribe to your newsletter: “Stay updated on insurance tips and industry trends.”
• If you need engagement, ask readers to comment or share: “What’s your biggest insurance concern? Let us know below!”

No CTA = wasted effort. Always close strong.

Step 7: Promote & Automate Distribution

Writing a blog post isn’t enough—you need to get it in front of people. And no, “publishing it on your website” doesn’t count.

Here’s what actually works:

• Schedule social media posts – Use HubSpot, Buffer, or Hootsuite to automate sharing.
• Send it in an email campaign – Use HubSpot workflows to deliver content to leads.
• Repurpose it – Turn it into a LinkedIn post, Twitter thread, or even a YouTube video.
• Run retargeting ads – Get your content in front of warm leads.

Blogging without promotion is like hosting a party and forgetting to send invites. Don’t let your content sit in a vacuum.

Final Thought: Blogging Is a Sales Tool, Not a Hobby

Most insurance blogs fail because they’re written like homework assignments instead of sales tools. Blogging should drive leads, build trust, and grow your agency—not just exist for the sake of “doing content marketing.”

Here’s what you need to remember:

✅ Write with intent – Every post should serve a business goal.
✅ Make it engaging – No one wants to read a lecture on policy language.
✅ Leverage AI – It’s a time-saver, not a replacement for good writing.
✅ Promote like crazy – If no one sees it, it doesn’t matter.
✅ Always include a CTA – Tell readers what to do next.

Still think blogging is a waste of time? Fine, keep cold-calling. But if you’re ready to make your blog actually work for you, let’s talk. Join the IronPoint Agent Program and learn how to automate your insurance agency for growth.