Client: Gray Rock
Industry: Insurance
Project Type: Website Redesign for Conversion Optimization

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The Challenge

Gray Rock came to me with a strong marketing engine already in motion — they were running ads and driving consistent traffic to their website. However, despite the steady stream of visitors, conversions weren’t where they wanted them to be. They knew that their site wasn’t guiding users effectively or building enough trust to turn interest into inquiries.

The goal was clear: create a website that not only looked professional but was strategically designed to convert leads into loyal clients.

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The Solution

I started by sitting down with the Gray Rock team to understand what mattered most to them — their values, goals, and how they wanted to position themselves as leaders in the insurance industry. From there, I crafted a data-driven redesign focused on clarity, trust, and action.

Key elements included:

• Strategic layout and navigation to reduce friction and improve user flow

• Clear calls-to-action that encouraged visitors to take the next step

• Refined messaging to speak directly to client pain points and trust factors

• Visual hierarchy designed to build confidence and credibility

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The Results

After launching the redesigned website — without changing a single ad — Gray Rock started seeing immediate improvements:

• Higher click-through rate — more users were compelled to explore the site after seeing an ad.

• Phone calls increased by nearly 10% — more visitors took meaningful action.

• Improved engagement — visitors stayed longer and interacted more deeply, leading to stronger leads.

• Cost per conversion remained steady — but the quality of leads improved, boosting overall ROI.

Same ad spend. Same traffic.
The only difference? A high-converting, strategically designed website.

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The Takeaway

A website shouldn’t just look good — it should work hard for your business. If you’re investing in ads but sending people to a site that doesn’t guide or convert, you’re essentially paying for people to leave. With the right strategy, even small design changes can transform your website from a leaky funnel into a lead-generating machine.