Not every search is about buying something. Sometimes, people just want to learn. That’s informational intent.

When your audience is in this mode, they’re not ready for a hard sell. They’re just looking for straight-up answers. If your content doesn’t provide the info they need, they’ll bounce. Simple as that.

Think about blog posts like:

• What Is Business Liability Insurance? A Quick Guide
• 5 Reasons Every Small Business Needs Liability Insurance
• Business Liability Insurance Explained in Plain English

These kinds of posts meet your audience right where they’re at, giving them the facts without the fluff.

You’re helping them understand a topic and building trust. And trust? That’s what leads to conversions down the line.

Takeaway: Next time you write, ask yourself – am I answering the questions my audience is asking?

Because if you’re not, someone else will.

– Amy