Quick facts
SERVICE
Website content strategy + copywriting
OUR ROLE
- Copywriting
PARTNERSHIP
2022 – 2023
Client
Marsh Australia (Marsh) is a leading insurance broker and risk adviser, delivering comprehensive insurance solutions. With deep expertise across diverse industries, Marsh helps businesses understand and manage risk, backed by its global network and local know-how.
Challenge
Marsh was embarking on a large-scale, complex website overhaul involving webpages across multiple products, services and industries. The marketing team wanted to take this chance to update the site’s copy – to make it more engaging, tailored to different audiences and easier to understand.
Marsh needed a copywriting partner who could:
- Juggle a large volume of content
- Manage input from multiple stakeholders
- Ensure every page is aligned with the brand, design and compliance requirements
- Deliver under a tight timeframe
Solution
Our work included:
- Tone shaping and voice guidelines: We defined a tone that balances friendly, inclusive language with professional authority. We also identified where puns and lighter language could add personality without undermining credibility.
- Audience-aware writing: We tailored content to the relevant target audience for each industry page. For example, the pet industry page (small business insurance) and the large construction firm page (corporate solutions) had distinct messaging but a consistent brand voice.
- Stakeholder engagement: We interviewed and managed input from multiple stakeholders across Marsh to gather the information needed for different products and services.
- Research-driven content: We researched each product and service to craft informative, accurate copy and FAQs that anticipated users’ real questions.
- Template-aligned copy: We ensured the copy adhered to layout constraints and character limits (headings, subheads, CTAs) while still being readable and engaging.
- Legal and compliance checks: We coordinated with Marsh’s legal team to ensure the correctness of all disclaimers, product definitions and regulatory phrasing.
- Project management under scale: We managed a large volume of webpages, multiple reviews and tight deadlines through clear milestones and efficient workflows.
Results
The new Marsh website:
- Speaks more plainly and inclusively, making complex insurance products easier for users to understand
- Carries a tone that feels more engaging and human – with clever touches where appropriate
- Offers a consistent user experience across service lines
The project demonstrated RM’s ability to handle scale, complexity, compliance and tone – all within a tight delivery timeframe and meeting high-quality expectations.