Game Changer for Ambitious Insurance Business
Jeff Root
Jeff Root was a rookie in the big leagues and knew if he was going to stay there and become a superstar he had to step up his game. His competitors were (and still are) national corporations with huge advertising budgets that blast TV commercials daily into households across the U.S. His company, Root Financial based in Lake Forest, California, sells high risk life insurance (for hard-to-place people with serious health issues) in all 50 states, and represents 60 life insurance companies.
Battling the Big Guys and Tire Kickers
How could he do battle with the name brand insurance giants and get people to take his company seriously? He had another challenge as well. There were a lot of visitors to his site but very few converted, and that was just plain frustrating. Jeff knew there were tactical measures he could take to bring him closer to the goalpost but had no idea what they were.
Generic Information Wasn’t Enough
“I had done a lot of reading about website conversion, but everything I read was generic,” said Jeff. “I needed specifics just for my website and business.”
A Free Idea – What a Great Idea
After researching numerous website conversion companies Jeff zeroed in on Diamond Website Conversion for two reasons: what he read about them “just felt right,” and they offered to look over his website and give him a free idea. He thought, why not? and filled out the form. To his astonishment, he heard back from Diamond Website Conversion in just 24 hours in the form of a detailed e-mail from Carl Diamond about how his site could be improved. “I was impressed that Carl took the time to write so much for someone he didn’t even know,” said Jeff. “His fast and detailed response told me that they care about the people who contact them.” After the first phone call with Carl and Marty (Carl’s wife), Jeff said he was definitely “sold.”
Taking Care to Listen and Teach
“They are very good listeners,” he explained. “They heard me out before they started talking. It didn’t feel salesy. It felt like a consultative call. I felt from the beginning that they wanted to do what was best for me.
- Jeff Root
“They asked me what I do that was different, and I said I offer customized life insurance quotes, not the one-size-fits-all quotes you get from insurance companies with call center agents,” he explained. “I also am better at what I do because I have a lot more knowledge about life insurance than most of the people who take calls in a call center,” In a subsequent call the Diamonds gathered data from Jeff and showed him, through a GoToMeeting screen, what his competitors were doing right and what they were doing wrong. “I liked that they showed me rather than told me,” Jeff said. 
Changes to Make the Site Work
They suggested a redesign of his website to make it cleaner and more professional. “The website I had built looked like prospects were going to be talking to a kid at a call center,” Jeff admitted. A slogan: One of the first orders of business was adding the slogan “Customized Life Insurance Quotes” to the top of every page. “I love that, because it sets me apart,” Jeff noted. New colors and contact form: They suggested using colors that worked better and implementation of an easy-to-find, easy-to-use contact form titled “3 Easy Steps,” which ended up being a key element in improving his conversion rate. “The contact form tells people exactly what is going to happen once they fill it out – that I am going to call them,” Jeff explained. “Before, people who weren’t always serious filled out the contact form and were surprised when I called. It’s a waste of time to try ten times before reaching someone only to find out they don’t want to talk to you.
Setting Expectations
“This approach helped me set the expectation for the consumer who fills out the form,” Jeff explained. “Even the thank-you page lets them know they are going to get a call.”
A Huge Increase in Conversions, Quality Leads and Calls
As a result, Jeff estimates that in just three months his conversions increased by 50-75 percent. He’s getting more leads than before, too, and the leads are higher quality. Another benefit of the re-strategized website is that more people than ever are calling Root Financial because, in Jeff’s opinion, the site looks much more professional.
Rooting on The Diamonds
Jeff said he couldn’t be happier with his choice of Diamond Website Conversion.
“I like that the first thing they do is listen. Then they look at your niche and business and take everything into consideration before making recommendations based on your business and not based on what everybody else says needs to be done to websites in general. They help you set yourself apart from the competition.” Jeff Root, Root Financial
“I found the Diamonds to be very personable,” he continued. “I feel that they truly care about doing good work, and they never make you feel like a number.” Well, maybe you do feel like a number…but it’s Number One. For more information about Root financial go to: http://www.rootfin.com/ …or … Read more success stories
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