How Fenway Web Designed a High-Conversion Website for Browning Insurance & Estate Planning
Fenway Web, Boston Made’s marketing agency, designed and developed a conversion-focused website for Browning Insurance & Estate Planning built specifically for lead capture and CRM integration. More than a visual refresh, the site functions as a digital growth engine—guiding visitors toward action, capturing qualified leads, and delivering them directly into BIEP’s CRM for faster follow-up and measurable results.
When Browning Insurance & Estate Planning needed a new website, the goal wasn’t simply to “look better online.” The objective was far more strategic: build a digital platform that actively works for the business by capturing qualified leads and delivering them directly into their CRM—cleanly, consistently, and without friction.
That’s where Fenway Web, Boston Made’s marketing agency, stepped in.
Designing With Purpose, Not Just Aesthetics
At Fenway Web, every website starts with a question: What should this site actually do for the business?
For Browning Insurance & Estate Planning (BIEP), the answer was clear. Their website needed to:
- Educate visitors with clarity and trust
- Guide users toward meaningful action
- Capture leads seamlessly without overwhelming the user
- Integrate directly with their CRM for immediate follow-up
Rather than treating the site as a digital brochure, Fenway Web engineered it as a conversion-focused system.
Built for Lead Capture From the Ground Up
The BIEP website was designed with lead capture embedded into its core structure—not added as an afterthought.
Fenway Web implemented:
- Strategically placed calls-to-action across key pages
- Streamlined, user-friendly forms designed to reduce friction
- Clear messaging that guides visitors from education to action
- Mobile-optimized form flows to capture leads on any device
Every form submission routes directly into Browning Insurance & Estate Planning’s CRM, allowing their team to respond quickly, track engagement, and manage prospects efficiently. This direct pipeline eliminates manual work, reduces lead loss, and creates a smoother experience for both the client and the business.
Messaging That Builds Trust and Drives Action
Insurance and estate planning require confidence. Fenway Web focused heavily on messaging that communicates clarity, professionalism, and approachability.
The site content was structured to:
- Explain complex services in plain language
- Reassure visitors they are working with a trusted local team
- Emphasize personalized guidance over one-size-fits-all solutions
- Encourage consultation requests without pressure
This balance of education and conversion is what turns visitors into real conversations.
CRM Integration That Supports Growth
A website shouldn’t stop working once a form is submitted. Fenway Web ensured the BIEP website connects directly into their CRM, creating a scalable system that supports long-term growth.
With this setup:
- Leads are instantly logged and categorized
- Follow-ups can happen faster and more consistently
- Marketing performance can be tracked and refined
- The website becomes a measurable growth asset—not just an expense
A Website That Works as Hard as the Team Behind It
The Browning Insurance & Estate Planning website is a clear example of Fenway Web’s philosophy: design-driven, strategy-led, results-focused.
By combining clean design, intentional UX, conversion strategy, and CRM integration, Fenway Web delivered more than a website—it delivered a digital engine built to support real business outcomes.
This project reflects what Fenway Web does best: creating platforms that don’t just look good, but actively help businesses grow.
To see the result in action, visit www.biep.us.
