Your Homepage Is Not for You: Writing for the Customer in a Hurry
Your homepage is for a stressed customer deciding in seconds, not for you. Answer the four questions she…
Who we serve
Marketing for Insurance Agencies, CPAs, and Financial Advisors Who Run on Trust
Nobody picks an accountant off a billboard. They get a name from a friend, look you up, and decide in about ninety seconds whether you look like someone who handles other people's money carefully. We make sure what they find closes that loop — and that the referral who got busy still hears from you in March.
Sound familiar?
The problems we hear from agencies, CPAs, and advisors every week
National carriers and the big franchise tax shops outspend every independent agency and local firm in town, including on your own business name
Referrals check you out online, find almost nothing, and quietly go with someone who looked more established
The year is feast and famine — tax season or open enrollment buries you, then the phone goes quiet and nothing is being built for next season
Ninety seconds
is the whole audition.
A referral looks you up before they call. A thin site and four old reviews plants a doubt that a good reputation should never have to overcome.
The fix
What we build for agencies, CPAs, and advisors
- A Google Business Profile and a site that look like the firm you actually are — real people, real credentials, real office — with reviews handled in a way your compliance rules allow
- A page for each line you actually want more of: commercial and personal insurance, life and health, business tax and bookkeeping, retirement and rollovers, estate and succession — written in plain language for a person with a problem, not in industry vocabulary
- An AI receptionist that answers when your team is in appointments, handles "are you taking new clients" and "do you work with small businesses," and books the intro call — it never collects account numbers, balances, Social Security numbers, or policy details
- Year-round follow-up that fixes the seasonality: a quote that did not close in June gets a check-in in October, and last year's tax client hears from you before the January rush instead of during it
We are a small Manitowoc firm ourselves, so we understand a referral that has to be earned twice — once by the person referring you, once by your website.
This is the same build as the law firm work on this site — a professional practice where the rules are real, the buying decision is slow, and the referral does more work than any ad ever will. We build it to your compliance requirements and you approve every word before it is live.
Questions owners ask
Insurance and financial marketing questions, answered
What about advertising and compliance rules?
We build to them rather than around them. No performance promises, no guarantees, no claims we cannot support, and required disclosures wherever they belong. Investment advisers can use testimonials and endorsements under the SEC's current marketing rule, but only with the specific disclosures it requires — so those go in by default. Your compliance officer or your broker-dealer signs off before anything is published, and we expect that step.
Can insurance agents and CPAs use online reviews?
Generally yes, and it is one of the biggest gaps we see. The care is in how you respond — never confirming who is a client, never discussing anyone's situation, never mentioning a policy or a return. We write replies that are warm and completely non-specific, which is both compliant and, honestly, more professional-looking.
We get everything from referrals. Why bother?
Because the referral still looks you up, and that is where you either confirm or undercut the recommendation. It also protects you the day your best referral source retires. Referral-based firms usually get the fastest lift from this work, because the trust is already there and the online presence is the only thing lagging.
Tax season buries us and then the phone dies. Can marketing fix that?
That is mostly a follow-up problem, not a traffic problem. The work is in the off-season: advisory and planning content, business clients who need you year-round, and staying in touch with last year's filers before January. We build the calendar around your real season curve.
Do we need a separate page for every product line?
Not every one — the two or three you want more of. A page for commercial insurance or for small-business tax work will outperform a general "our services" page every time, because it matches what someone actually types when they have that specific problem.
What does it cost?
Packages typically start around $500/month. A solo CPA and a ten-producer agency are different builds, so the free audit is where we scope it — and the report is yours either way.
The Playbook
Plays for agencies, CPAs, and advisors.
What actually works, written in plain English — no marketing degree required.
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