Project Overview
As part of Progressive’s broader organic acquisition strategy, I produced 100+ state-specific insurance pages that target consumers actively searching for coverage in their region — covering auto, boat, RV, and motorcycle insurance.
My work ensured each page aligned with user intent, Progressive’s brand voice, and state-specific regulatory/marketfacts.
The Challenge
Progressive’s national brand had many legacy state-pages that:
Varied widely in tone and structure
Offered minimal localization or state-specific data
Struggled to rank for high-intent keywords (e.g., “boat insurance Nevada”)
Did not fully support the internal linking strategy or conversion goals
Given high CPCs and fierce competition in insurance, Progressive needed pages that both converted and ranked.
My Role
I served as the lead content strategist and writer/editor across this initiative — collaborating with SEO analysts, legal/compliance teams and product owners to ensure content met both regulatory requirements and business objectives.
Approach & Process
Conducted a comprehensive audit of ~200 legacy pages, identifying tone, structure and content gaps
Developed a “state-page template” that balanced national brand voice + state-specific hooks (regulations, environmental risk, cost variables)
Rewrote over 100 pages using the template: optimized intros, headers, CTAs and scannability
Integrated internal link opportunities (to auto, boat, RV, motorcycle verticals) and outbound links for authority
Coordinated with SEO team to ensure correct title tags, meta descriptions, schema markup and canonicalisation
Ensured all content underwent legal/compliance review and adhered to readability/UX best practices
Outcome & Impact
All 100+ pages published within a 4-month sprint
Template enabled consistent and scalable content production across all states
Pages now better aligned with high-intent search queries and internal linking architecture
As a result, Progressive strengthened its position to capture qualified traffic in high-value state markets
