100+
Pages
4
Month Sprint
+18%
Engagement
Project Overview
Progressive needed to scale state-specific insurance pages across 50 states and four verticals — auto, boat, RV, and motorcycle — while meeting strict compliance requirements and improving organic performance. I led content strategy and execution across the full initiative.
Phase 1 — Build and scale
Legacy state pages varied widely in tone and structure, underperformed on high-intent queries, and had no repeatable production framework.
I audited ~200 existing pages, developed a scalable template, and rewrote 100+ pages — optimizing headers, CTAs, internal linking, and scannability throughout. Every page passed legal and product stakeholder review before publication.
100+ pages · 50 states · 4-month sprint
Phase 2 — AEO/GEO Optimization
With the template established, I developed a second-generation content framework targeting performance in both traditional search and AI-driven discovery. Changes applied to a pilot subset include:
Question-based H2s matching natural-language search behavior and LLM retrieval patterns
Anchor-style table of contents for skimmability and AEO compliance
State-specific risk context — wildfire exposure, uninsured driver rates, urban density, repair costs — making each page genuinely unique
Consolidated cost data and competitive savings figures addressing the "how much will I pay?" intent
TL;DR conclusions optimized for LLM summary extraction and conversion
Lower reading level throughout — shorter sentences, less fluff, stronger transactional tone
Results are in progress. The framework is designed to capture organic visibility as AI-driven search continues to reshape how consumers find and evaluate insurance options.