Web site

I've created many web sites for clients, and here are a few pages from a recent one I created/wrote for one of my clients, The Lifeline Program.

Actress Betty White was our spokesperson, and we used her for the vast majority of our TV, radio, print and new media advertising efforts. Her Q score is off-the-charts high. Thus, it made logical sense to use her as well as the centerpiece of the company's site. The target was both senior consumers (with the focus on high net-worth individuals) and financial professionals: financial advisers, agents, attorneys, and estate planners. The company is a leading firm in insurance life settlements. They purchase life insurance contracts from senior retirees who no longer need or want them, at a sum far exceeding that which the insurance company itself would pay.

But the awareness of how life settlements work needed to be raised in the consciousness of both consumers and even to those professionals within the industry.

For the specific "case studies" pages below, I took likely, common insurance and fiscal scenarios of our target and humanized them by creating a number of imagined, specific detailed lifestyle biographies with which retired seniors could identify,  thereby enabling them (and their financial adviser) to more easily and vividly envision how a life settlement could positively impact their lives.

Included in the site were  "Meet Betty" contests, Betty newsletters and white papers we created, links to informational materials and full brochures, lifestyle pieces, the latest industry news and economic news impacting seniors, the company history, upcoming events and notes, messages, Huffington Post columns, and national FOX media appearance promos from the CEO, etc. 

The goal was to make the navigation of the site a simple and pleasurable experience, with the result an increase in awareness of life-settlements, its myriad advantages, and the client's leadership position within the industry - making them the "go to" life settlement company -  convincing and compelling a visitor to find out more about  life settlements by calling the client's 800 number.