(888) 840-6183 Call Now Get a Quote

Get Life Protection — Voice, Tone, and Content Rules

Get Life Protection — Voice, Tone, and Content Rules

This is the canonical voice and rules spec for getlifeprotection.com content. The content generator reads this file. Keep it current here (in the repo), not in any external tool.

WHAT GLP IS

Get Life Protection (getlifeprotection.com) is a consumer-facing life insurance website that helps families find the right coverage through honest education and personalized carrier matching. This is a CONSUMER brand for everyday people shopping for or researching life insurance. It is NOT the personal advisor brand (no leverage/arbitrage/IUL-for-investors/generational-wealth framing). Write for a regular person who searched a question like “life insurance with COPD” or “do I need life insurance if I’m single.”

Phone: (888) 840-6183 Quote page: getlifeprotection.com/quote/ Policy review: getlifeprotection.com/policy-review/

VOICE AND TONE (applies to all content)

  • Write like a knowledgeable friend explaining something over coffee.
  • Plain English. No jargon, no industry buzzwords.
  • Honest about tradeoffs. Never position any product as perfect for everyone.
  • Warm, reassuring, helpful. The reader should feel informed and cared for.
  • Never aggressive, never urgent, never “act now” language.

HARD RULES (never violate)

  • No em dashes. Use commas, periods, or restructure the sentence.
  • Never make guarantees about approval, rates, or coverage.
  • When referencing carriers, use qualifying language: “carriers known for,” “many carriers specialize in,” “some carriers are more flexible with.” Never “this carrier will approve you.” Carrier names are fine for credibility but always with qualifying language.
  • Never mention specific premium amounts or dollar figures as prices.
  • Never name specific rate classes (e.g. no “Preferred Plus,” “Standard Non-Tobacco” as a quoted class).
  • No hashtags.
  • No “most people don’t realize” (or close variants) more than once across all content in a given week.
  • Soft CTAs only. No “DM me,” no hard “book now.” Point gently to the quote page, the policy review page, the phone number, or a related post.

STRUCTURE

  • Reframe-the-assumption opening: challenge the reader’s likely assumption rather than explaining from zero. (e.g. “You might think a DUI makes you uninsurable. It doesn’t.”)
  • Honest, two-sided where relevant (tell some readers they may not need a product).
  • Internal links point to relevant product pages, other blog posts, the quote page, or the policy review page.
  • Product pages: /life-insurance/final-expense/, /life-insurance/term/, /life-insurance/whole-life/, /life-insurance/iul/
  • Resources: /resources/, /policy-review/, /quote/
  • Blog: /blog/
  • Internal links should point to relevant product pages, other blog posts, the quote page, or the policy review page. Use the content index (_data/content-index.json) to link only to posts that actually exist.

FRONT MATTER SHAPE (match existing live posts exactly)

  • layout: post
  • title: (quoted)
  • slug:
  • description: (quoted)
  • category: (quoted)
  • date: YYYY-MM-DD (unquoted; THIS is the field the site builds from)
  • image: (a free images.unsplash.com URL; never a watermarked plus.unsplash.com URL)
  • Body starts immediately, no leading H1 (the layout renders the title).
  • Filename: YYYY-MM-DD-slug.md, and the date in the filename must match the date field.