EINSURANCE Editorial Process

EINSURANCE Mission Statement

The EINSURANCE editorial process ensures the creation of clear, user-focused content. It begins with research to identify relevant topics based on user inquiries, industry trends, and regulatory updates. During planning, the team outlines the best format to deliver helpful and actionable insights. Content is then crafted to simplify complex insurance concepts, reviewed by licensed experts and, when needed, checked by legal teams for compliance.

EINSURANCE maintains editorial independence, ensuring unbiased, needs-based information that builds user trust.

Discovery and Audience-Driven Research

Objective
Identify relevant topics that reflect the real needs and questions of EINSURANCE’s target audience, including business owners, event planners, and everyday consumers.
Method
Research emerging insurance trends, regulatory updates, and common consumer inquiries. Track popular searches and questions, monitor feedback from customer service, and use insights from trusted sources like the Insurance Information Institute and National Association of Insurance Commissioners.

Content Strategy and Planning

Objective
Develop a plan that addresses both search intent and practical insurance needs.
Method
Team strategy sessions help decide the format (articles, guides, infographics) that will best communicate each topic. An outline is created to ensure that the content is structured for clear, actionable insights. Plans include primary messages and desired calls to action, focusing on what users need to know to make informed insurance decisions.

Content Creation Focused on Clarity and Practicality

Objective
Produce user-focused, easily digestible content that demystifies insurance topics.
Method
Writers develop content that explains complex topics in plain language, always aiming to answer “What does this mean for me?” Every article focuses on actionable steps—whether for comparing coverage, understanding policy terms, or preparing for the insurance application process. EINSURANCE ensures information is grounded in the latest industry insights, presented with a tone that is both friendly and professional.

Expert Review and Compliance Check

Objective
Confirm that each piece of content meets regulatory and factual standards.
Method
A multi-step review by licensed insurance professionals ensures accuracy in technical details and compliance with insurance guidelines. Content undergoes legal review where necessary to ensure compliance with regulations and consistency with policy information. This step guarantees that EINSURANCE’s content remains a trustworthy resource for its readers.

User-Friendly Design and Visuals

Objective
Enhance reader understanding through visual aids and user-friendly layouts.
Method
Visual elements like infographics, icons, and tables are incorporated to make information clearer and more accessible, catering to different learning styles. Each visual is chosen to support the content, making it easy for users to quickly grasp key points or compare policy options.

SEO Optimization and Publishing

Objective
Ensure high visibility and accessibility across search engines and mobile devices.
Method
Content is optimized for SEO, with targeted keywords, engaging headlines, and well-structured headers. Mobile-friendly layouts and fast-loading pages ensure a smooth user experience, while search-optimized language makes content easy to discover by potential customers.

Quality Assurance and Content Refresh

Objective
Maintain the accuracy and relevance of all published content.
Method
Regular content audits identify outdated sections, prompting updates as needed. Key pieces, especially those on coverage or savings, are fact-checked at least annually or more frequently if industry changes occur. This ensures that EINSURANCE continues to offer reliable guidance tailored to current consumer needs.

Editorial Independence and Transparency

Objective
Maintain trust and impartiality in all content.
Method
EINSURANCE upholds a clear separation between editorial content and advertising. Even when partnering with insurers, EINSURANCE ensures that all content remains objective, with recommendations based solely on the needs of users, not on revenue considerations.

Editorial Leadership Bio

Dale Q. Williams

Chief Operating Officer, Content, EINSURANCE

Dale Q. Williams, MBA, is a well-respected financial executive whose experience spans from insurance to investment banking. Dale has first hand underwriting experience through working for one of the largest U.S. based insurance carriers, and advisory experience from working for several bulge-bracket and middle-market investment banks. Dale also received his MBA from University of Chicago Booth School of Business, with concentrations in finance and accounting.

Kathryn Morstad

Freelance Writer

Kathryn has a background as a small business owner and currency trader. Kathryn also enjoyed a career as a Regional Director and COO in healthcare, specializing in operations, third-party insurance reimbursement, and revenue cycle management.

Melissa Bajorek

Freelance Writer

Melissa is a licensed insurance agent and a former funeral director in Lake Isabella, CA. She has a degree in Business Management with a Marketing focus, and nearly 20 years of experience in advertising. Before joining the world of mortuary sciences and insurance sales, she was the Kern County Sales Manager for Adelman Broadcasting, a network of five radio stations and one TV channel. Prior to that, she worked for Gatehouse Media as the Special Projects Manager for The Daily Independent. Today, Melissa maintains several professional licenses including CA Life & Health Insurance and CA Property & Casualty Insurance, and she works on-call in those fields. She loves to ride and show horses, and enjoys spending time with her husband and family. Outside of work, her interests include muscle cars, gemology and fancy pets.