Build your own inbound call engine without shutting off what is already working.
The goal is simple: keep your current vendor calls running, then build a controlled inbound system beside it so we can prove call quality, cost, and policy economics before we scale.
Executive summary
KMIR already has the foundation: a senior-focused offer, a website, and a phone-based sales process. What we would build next is a direct inbound system that runs beside your current vendor leads and gives you more control over quality, tracking, and cost.
Vendor leads are useful, but limited
Your current lead flow depends heavily on third-party vendors. That can keep volume moving, but it also means you do not fully control targeting, prequalification, call quality, or long-term data.
Cheap calls are not always profitable calls
A $24 call only makes sense if the person is in an approved state, fits the right age range, has real intent, and can move forward financially.
Build a parallel inbound engine
We can test a controlled system that sends prospects to a dedicated qualification page, filters the low-quality traffic, and routes the right people into a live call path.
Website audit and repositioning
The current website is a good starting point, but it needs to work harder as a conversion asset. The goal is not just to get more visitors. The goal is to turn the right visitors into qualified inbound conversations.
The senior-focused message is the right direction
The site already speaks to seniors and families who want to avoid leaving final expenses behind. That angle is worth keeping because it is clear, emotional, and easy to understand.
- Keep the senior and family protection message.
- Keep the phone-first conversion path.
- Keep the language simple and easy to act on.
The site needs stronger qualification
Right now, the website does not do enough to filter by state, age, intent, payment readiness, or urgency before the call. That means traffic can turn into wasted sales time if we do not qualify properly.
- Add qualification questions before call routing.
- Add stronger trust signals and compliance-safe language.
- Add tracking so every call can be tied back to source and outcome.
| Area | What we see now | What we would adjust |
|---|---|---|
| Hero section | The message is broad and could be more specific. | Use direct final expense language focused on seniors in approved states. |
| CTA | The call-now path is useful, but it does not qualify enough. | Use two paths: “Call now” for direct intent and “Check if you qualify” for filtered inbound leads. |
| Trust | The site could use stronger credibility before asking for action. | Add licensed-agent language, privacy assurance, no-obligation messaging, states served, and real proof where available. |
| Tracking | We need better visibility into what creates quality calls. | Use call tracking numbers by traffic source and pass UTM data into the CRM or reporting sheet. |
| Compliance | The wording needs to stay insurance-safe. | Avoid guaranteed-sounding claims. Use “may qualify,” “coverage options,” and clear licensed-agent language. |
Core strategy
The main question we want to answer is: can we generate qualified inbound calls at a cost that makes sense compared to vendor leads, while also giving you more control over quality and follow-up data?
Positioning angle
We would position the offer around speaking with a licensed final expense insurance agent and reviewing options that may fit the prospect’s budget. This keeps the message clear, credible, and compliant.
Offer structure
The offer should be a free final expense coverage review with no obligation. The experience should feel simple, senior-friendly, and phone-first.
Funnel prototype
The prototype should show exactly how a prospect moves from ad click to qualification to call. It should not just look good; it should prove how we protect your sales time.
Page structure
- Hero: final expense help for seniors in approved states.
- CTA: “Check if you qualify in 60 seconds.”
- Benefits: burial costs, family protection, and budget-friendly options.
- Trust: licensed agent, privacy, and no obligation.
- FAQ: age, health questions, price expectations, and next steps.
- Sticky mobile call button for people ready to speak now.
Lead filter
- What state do you live in?
- What is your age range?
- Are you looking for final expense or burial coverage?
- Do you currently have life insurance?
- Do you have a checking account or accepted payment method?
- Would you like to speak with a licensed agent now?
Landing page versions
We would prepare two landing page versions so we can test both conversion paths: one for people who need a guided qualification flow, and one for people ready to call directly.
Qualification funnel landing page
This version is built for prospects who need a softer first step before getting on the phone. They answer a few simple questions, we qualify them, and then we route the right prospects to a live call or callback.
- Best for Google Search, Meta, and educational traffic.
- Uses “Check if you qualify” as the main CTA.
- Filters by state, age, coverage intent, and payment readiness.
- Captures lead data before routing the call.
- Helps reduce wasted calls from low-quality traffic.
Direct call landing page
This version is built for higher-intent prospects who are ready to speak with someone now. The page keeps the message short, builds trust quickly, and pushes the visitor toward calling a licensed agent.
- Best for call ads, branded retargeting, and high-intent search traffic.
- Uses “Call now” as the main CTA.
- Shows phone number clearly across desktop and mobile.
- Uses source-specific tracking numbers.
- Works best during agent availability windows.
| Version | Main goal | Best traffic source | Success metric |
|---|---|---|---|
| Version A: Qualification funnel | Capture and filter prospects before routing them. | Google Search, Meta, and educational campaigns. | Cost per qualified form submission and qualified callback/call rate. |
| Version B: Direct call | Get ready prospects on the phone as fast as possible. | Google Call Ads, high-intent search, and retargeting. | Cost per 90+ second call and cost per qualified conversation. |
Ads plan
We would start with Google Search for the highest intent and use Meta for education, retargeting, and controlled volume. We do not scale aggressively until we can see call quality clearly.
| Channel | Purpose | Campaign type | First tests |
|---|---|---|---|
| Google Search | Capture people already searching for coverage. | Search campaigns with call and landing page conversion tracking. | Test terms around final expense insurance, burial insurance for seniors, and senior life insurance. |
| Google Call Ads | Drive direct phone conversations. | Call-focused campaigns during agent availability windows. | Use source-specific tracking numbers and optimize around 90+ second calls. |
| Meta Ads | Create affordable volume and educate cold audiences. | Lead-to-call funnel, image/video ads, and retargeting. | Use simple senior-friendly creative around family protection and final expense planning. |
| Retargeting | Bring back people who visited but did not call. | Meta and Google remarketing where compliant. | Use direct follow-up messaging that encourages speaking with a licensed agent. |
Budget logic
We start lean because the first goal is quality signal, not volume. Once we know which traffic turns into qualified conversations, we can increase spend with more confidence.
Creative logic
The creative should be direct and easy to read. No flashy or confusing design. Clear message, clear phone path, licensed-agent reassurance, and no-obligation language.
Negative filters
We should block irrelevant life insurance searches, employment searches, free-money language, and any states where you are not licensed.
Automation and backend system
The backend should make the experience fast for the prospect and useful for the agent. Every qualified lead should arrive with context, source data, and a clear next step.
Instant routing
- Prospect completes the qualification form or clicks to call.
- The system routes qualified prospects to call now or callback.
- The agent receives the lead summary by SMS, email, CRM, or sheet.
- State, age range, campaign source, and answers are saved automatically.
Lead quality dashboard
- Cost per call.
- Cost per 90+ second call.
- Qualified call rate.
- State-by-state lead quality.
- Close rate and cost per policy.
- Bad-source blacklist.
Suggested stack
We can use a landing page builder or WordPress page, call tracking, Google Tag Manager, Google Ads, Meta Pixel/CAPI, a CRM or Google Sheet, Zapier/n8n automation, SMS/email alerts, and a weekly reporting dashboard.
Phased roadmap
Because your current vendor flow is still part of production, this should be built in parallel. We test, compare, and scale only when the numbers support it.
| Phase | Timeline | Work | Decision gate |
|---|---|---|---|
| Phase 1: Foundation | Week 1 | Confirm licensed states, define qualification rules, create both landing page versions, and set up tracking. | Approve funnel logic, compliance-safe copy, and call routing. |
| Phase 2: Pilot | Weeks 2–4 | Launch small Google and Meta tests, route calls, track 90+ second calls, and review lead quality daily. | Are we generating qualified calls with enough quality to keep testing? |
| Phase 3: Optimization | Weeks 5–8 | Cut weak keywords and audiences, refine the landing pages, improve prequalification, and compare form-to-call vs direct call. | Are qualified calls moving toward the target cost range? |
| Phase 4: Scale | Weeks 9–12 | Increase budget on proven sources, add retargeting, improve reporting, and gradually reduce dependency on weaker vendor sources. | Scale only when close rate and cost per issued policy make sense. |
KPIs and success metrics
We should not judge this by lead count alone. The real scorecard is qualified conversations, close rate, and cost per issued policy.
Traffic quality
- CTR by message
- Cost per landing page visitor
- Form start rate
- Form completion rate
Conversation quality
- Cost per inbound call
- Cost per 90+ second call
- Qualified call rate
- Answer rate by hour
Revenue quality
- Cost per quoted prospect
- Close rate
- Cost per issued policy
- Vendor vs owned lead comparison
Recommended next steps
To move this forward, we would first confirm the business rules, then build the two landing page versions and launch a controlled pilot.
What we need from you
- Licensed states.
- Current vendor lead volume by day or week.
- Average close rate from vendor calls.
- Average revenue or commission per policy.
- Agent availability hours.
- Disqualifying criteria.
What we would deliver first
- Two clickable landing page versions.
- Qualification form logic.
- Call routing and tracking map.
- Sample Google and Meta ads.
- 30-day pilot budget and success benchmark.
Build it as a controlled pilot first.
We would build and test a direct inbound system next to your current vendor flow. If the owned system proves it can generate qualified calls near your target economics, we scale it. If something does not perform, we cut it quickly and keep your current lead pipeline protected.