hiscox

OPTIMISED WEB COPY

the brief

I was part of a large copy project for Hiscox, run by Croud, which involved rewriting all of their business insurance product pages to improve tone of voice, UX and optimisation. I worked to tight briefs with strict requirements around keywords, producing 40 comprehensive product pages in total for the site.

thoughts

Naturally, writing about something as technical and nuanced as business insurance requires a reasonable amount of jargon, so the challenge here lay in creating really simple copy that was accessible to all. I was required to work to really strict tone of voice guidelines to make sure copy was 100% user-friendly and appealing.