The business
Alex Salmeron Insurance Services is a Massachusetts personal insurance practice. This is a founder project, not an external client engagement.
Massachusetts Personal Insurance
Alex Salmeron Insurance Services
Customer Acquisition Infrastructure
A customer acquisition system built around three distinct insurance customer journeys, connecting landing pages, measurement, CRM and automation.
- Website
- CAI
- Landing Pages
- Analytics
- Automation
- SEO
- Professional Services
- Internal Venture
Hero screenshot placeholder — will show: Alex Salmeron Insurance Services website — homepage
Project overview
- Industry
- Massachusetts Personal Insurance
- Project type
- Customer Acquisition Infrastructure
- Relationship
- Founder / internal project
- Status
- Live
- Website
- alexsalmeroninsuranceservices.com
The need
Working as an inbound insurance agent revealed a recurring pattern: many people requesting auto insurance quotes were moving to Massachusetts from another state and needed to register a vehicle, were purchasing a vehicle and needed insurance before taking it home, or were shopping for a lower-priced policy. These customers may all ultimately need auto insurance, but they arrive with different immediate problems, questions, search intent and urgency. There was also no independent online platform where Alex could educate, guide or direct prospective and existing clients.
Approach
The approach
The project began with the main Alex Salmeron Insurance Services website and later expanded into three customer-journey-specific landing-page experiences: moving to Massachusetts, buying a vehicle, and shopping for a better price. Those landing pages feed a broader customer acquisition infrastructure covering acquisition, conversion tracking, behavioral measurement, lead capture, CRM and follow-up infrastructure, and automation. The work was informed by observed gaps in traditional inbound lead-generation and follow-up processes, with the objective of connecting pieces of the acquisition journey that are usually treated independently.
What we built
- Main website
- Customer journey strategy
- Three customer-journey landing-page experiences
- Conversion architecture
- Responsive / mobile implementation
- GA4
- Google Tag Manager
- Google Search Console
- Google Ads infrastructure / campaign support
- Microsoft Clarity
- Make.com automation
- Lead capture / follow-up infrastructure
- Customer Acquisition Infrastructure
The system
How the system connects
This project is the deepest acquisition system in the portfolio. Each journey enters through its own landing experience and continues into measurement, CRM and automated follow-up.
- 1
Search intent / acquisition
Organic and Google Ads traffic by journey
- 2
Journey-specific landing page
Moving to MA, buying a vehicle, or price shopping
- 3
Conversion
Journey-appropriate quote and contact paths
- 4
GTM / GA4 measurement
Tagging, events and conversion tracking
- 5
Lead / CRM
Capture and structured lead records
- 6
Make.com automation
Routing and workflow automation
- 7
Follow-up
Structured follow-up rather than ad-hoc contact
Behind the website
Behind the Website
The customer only sees the website. Some projects extend into the systems working behind it. Real system screenshots will be added here after a privacy review.
GA4 screenshot placeholder — will show: GA4 configuration for Alex Salmeron Insurance Services
Google Analytics 4
Analytics
GA4 property measuring journeys and conversions across the system.
GTM screenshot placeholder — will show: Google Tag Manager container configuration
Google Tag Manager
Conversion tracking
GTM container holding the dataLayer and event implementation.
Search Console screenshot placeholder — will show: Google Search Console property view
Google Search Console
Search visibility
Search Console connected for indexing and search visibility.
Google Ads screenshot placeholder — will show: Google Ads account structure
Google Ads
Advertising infrastructure
Ads infrastructure and campaign support feeding the journey landing pages.
Clarity screenshot placeholder — will show: Microsoft Clarity dashboard
Microsoft Clarity
Behavior analysis
Clarity used to observe real behaviour on the landing experiences.
Make automation screenshot placeholder — will show: Make.com automation scenario
Make.com
Lead automation
Make.com scenarios handling lead routing and follow-up automation.
CRM screenshot placeholder — will show: CRM lead structure
CRM
CRM / lead routing
CRM structure holding captured leads and follow-up state.
Experience
Website experience
Desktop homepage screenshot placeholder — will show: Alex Salmeron Insurance Services desktop homepage
Desktop homepage
The main website and independent educational platform.
Landing page screenshot placeholder — will show: Moving to Massachusetts landing page
Moving to Massachusetts
Landing experience for people relocating and registering a vehicle in Massachusetts.
Landing page screenshot placeholder — will show: Buying a vehicle landing page
Buying a vehicle
Landing experience for people who need insurance before taking a vehicle home.
Landing page screenshot placeholder — will show: Insurance price shopping landing page
Shopping for a better price
Landing experience for price-driven auto insurance shoppers.
Mobile screenshot placeholder — will show: Alex Salmeron Insurance Services on a mobile device
Mobile experience
Responsive implementation of the customer journeys.
Form screenshot placeholder — will show: Insurance quote request form
Lead capture
The quote request step that feeds the CRM and follow-up infrastructure.
Status
Where it stands
The website, three journey-specific landing experiences, measurement stack, CRM and automation are live. No conversion or lead figures are published for this project.
Planning something similar?
Every project starts with the job the website has to do.