A digital front door for a full-service brokerage, built to convert across every vertical.

Personal, commercial, specialty, life and health. One brokerage, dozens of audiences, and a website that had to speak to all of them without losing any of them.

Audience pathways4Personal, Commercial, Specialty, Life and Health, each with its own navigation and conversion logic.

Industry pages12+Dedicated commercial pages for Construction, Manufacturing, Real Estate, Retail, Hospitality, and more.

CRO cadenceMONTHLYOngoing experimentation program. Wins ship, flats are cut, and the site keeps getting sharper.

The Challenge

One brokerage, many audiences, a site that spoke to none of them.

“A commercial real estate developer and a homeowner shopping auto do not belong in the same funnel.”

— NVISION strategy note

KRG is a serious brokerage. They serve personal lines, commercial across every major trade and industry, and specialty verticals that most brokers do not touch, like aviation, fintech, life sciences, and cleantech. The old site treated all of that as one generic “get a quote” funnel. Prospects arrived with very different risks and expectations, and the site made them work to find themselves.

The brief was a website that could hold the full weight of the brokerage, speak each audience’s language, and keep getting sharper over time as we learned what converted.

Our Approach

How we solved it

First, a website architected around buyer identity rather than product taxonomy. Second, CRO as an ongoing program, not a one-time polish. We applied Lifecycle Marketing and the Golden Funnel in parallel so every page both serves the current visitor and feeds the system that will serve the next one better.

Step 01

Audit by Audience

We stopped thinking about products and started thinking about buyers. Four audiences, four very different jobs-to-be-done.

Audience mapping
Quote-flow teardown
Broker interviews
Competitive SERP review

Step 02

Rebuild by Pathway

A website with a Personal door, a Commercial door, a Specialty door, and a Life and Health door. Each speaks its audience’s language.

Audience-first IA
Industry-level commercial pages
Quote flows built for qualification
Full analytics + attribution stack

Step 03

Keep Getting Sharper

Ongoing CRO as a monthly cadence. Heroes, CTAs, forms, copy, trust elements. The site that launches is not the site twelve months later.

Monthly experiment roadmap
Form-length testing
Hero + CTA iteration
Broker attribution loop

The Work

What we built.

Homepage · Before

Homepage · After

Industry-level pages.
Construction, Manufacturing, Real Estate, Retail, and the rest, each written to the buyer who actually needs it.

Quote flow for qualification.
Forms built to capture the right information up front so brokers get prepared leads, not raw inquiries.

Ongoing CRO program.
Monthly experiments on heroes, CTAs, form length, trust signals, and copy. Wins ship. Flats get cut. The site keeps getting sharper.

The Results

The Results that matter.

Qualified requests

Since launch

Quote requests arriving at brokers now carry the context to pick up the phone and close.

Conversion rate

ROSE

Month over month

Ongoing CRO program compounds measurable lifts across hero, forms, and copy.

Time to quote

SHRUNK

Year-over-year

Qualified inputs collected up front. Brokers spend less time asking, more time pricing.

Industry pages

RANKED

Organic visibility

Dedicated industry pages now earning search presence against much larger competitors.

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A digital front door for a full-service brokerage, built to convert across every vertical.

One brokerage, many audiences, a site that spoke to none of them.