WorkCase study2026Insurance & Medicare
Gene Price Senior Benefits
A lead-generation site for a family-owned insurance agency in Thomasville, Georgia. Visitors pick one of two doors, Medicare or under 65, and each door leads to its own short form, its own inbox, and its own phone line, so the office knows who is asking before it calls back.
- Client
- Gene Price Senior Benefits, LLC
- Services
- Design, build, content migration
- Stack
- Astro / Formspree
- Markets
- Medicare and under 65
- Timeline
- Built October 2026
Two kinds of client, one generic contact button.
Gene Price Senior Benefits is a family-owned, independent insurance agency at 614 Victoria Place in Thomasville. Gene Price, the broker, has been licensed since 1970 and has spent more than fifty years in life and health insurance. A full office staff handles clients day to day.
The office serves two markets that rarely overlap. On one side is Medicare: Supplement, Advantage, Part D, and plans for people with both Medicare and Medicaid. On the other is everyone under 65 who buys their own coverage: ACA marketplace plans through Georgia Access, and short-term medical from UnitedHealthcare.
The previous site was a WordPress build where every visitor, Medicare or not, ended up at the same generic “Contact us” or “Get in touch” button. Nothing on it asked which kind of help a person needed.
Which door is yours?
The office has a bright blue front door, so the site does too. The first decision a visitor makes is Medicare or under 65, and every step after that is written for the door they picked.
Four decisions behind the doors.
A Medicare visitor is often wary of call-center pressure, and is sometimes an adult child helping a parent. The site has to feel like a local office with real people in it, not a quote funnel.
Route in the first screen
Medicare or under 65 is the first question on the homepage, drawn as a pair of doorways. Nobody has to read through the other market to find their own form.
Two funnels, two inboxes
Each door leads to its own three-step form, and each form posts to its own inbox. The two markets arrive separately, and each has its own phone line.
Type you can read at arm’s length
Many Medicare visitors are 64 or older, often on a phone or tablet. Body text is set at 20px, buttons and fields are large, and the phone number is always one tap away.
Compliance as part of trust
Medicare marketing is regulated by CMS. The required disclaimer is visible, nothing implies government affiliation, and every form asks for explicit consent to be contacted.
Behind each door, a short way in.
The Medicare door
A page per market, in plain English.
Each market gets its own page that opens on the questions people actually ask, with one button into the form and the Medicare line right beside it.
The lead form
Three short steps, then a phone call.
The form asks only what the office needs for a first call. Step one is a set of large, tappable answers, including one for someone helping a parent. Beside it, a plain list says what happens next, and the phone number stays in reach for anyone who would rather call.
The enrollment calendar
A calendar that counts down for you.
Most changes can only happen during set windows. The calendar lists the Medicare Annual Enrollment, ACA Open Enrollment, and Medicare Advantage Open Enrollment windows, and works out a live status for each one when the page loads.
Built for a phone in one hand.
A lot of these visitors are reading on a phone or a tablet, and plenty of them are past 64. So the body text is set at 20px, the headings in Young Serif, and the doors stay big enough to hit with a thumb.
The phone number never hides. “Call us” sits in the header on every page, and on the Medicare page the office line sits right beside the main button.
Home 
Medicare
Small site, careful plumbing.
On a lead site, much of the important work happens after the click and never shows: where each form goes, what it promises, and what it is allowed to say about Medicare.
Static Astro, no client framework
Every page is built ahead of time as plain HTML and CSS, with no client-side framework sent to the browser. Fonts are self-hosted, so nothing waits on a third party to render.
One form per market
The Medicare and under-65 forms post to separate Formspree inboxes, so a Medicare lead and an ACA lead never land in the same pile.
Compliance in the markup
The CMS third-party marketing disclaimer ships with the site, and every lead form carries explicit consent to be contacted by phone, text, and email.
A calendar that does the math
Enrollment dates live in one config file. On load, each window works out whether it is open now or opens in a set number of days.
Leads tagged by market
A successful form fires a GA4 generate_lead event tagged with its market, so Medicare and under-65 leads are counted separately. It starts reporting as soon as a GA4 ID is added to the site config.
Content carried over from WordPress
Copy and contact details came from the old WordPress site, pulled through its REST API while that site sat in maintenance mode.
Colors from the logo, type from the sign.
The agency already had a logo in navy and sky blue. We kept both, took the accent from the front door, and set the headings in a serif that reads like the hand-lettered sign beside it.
- Headings
- Young Serif, one weight, self-hosted.
- Body
- Source Sans 3 at 1.25rem (20px), self-hosted.
Palette
- Logo navy#183961
- Door blue#2A9FD8
- Sky wash#E2F0FA
- Painted brick#EEF1F4
Navy anchors the headers and panels. Door blue is saved for the next step, like a button into a form, and the light tones sit behind the body text.
The decisions, stated plainly.
These are design facts, not results. The site is new, so there are no lead numbers to show yet.
Lead funnels
2
Medicare and under 65, each with its own form, its own inbox, and its own phone line. The office knows which market a lead belongs to before it calls back.
Form steps
3
Short steps with large, tappable answers. The form asks only what the office needs for a first call.
Body text
20px
Many Medicare visitors are 64 or older and reading on a phone or tablet, so the body text is set large.
Medicare carriers shown
9
The carrier strip shows the nine Medicare carriers the office sells, recolored to one navy so no single brand shouts.
Enrollment windows tracked
3
Medicare Annual Enrollment, ACA Open Enrollment, and Medicare Advantage Open Enrollment, each with a live status.
Licensed since
1970
Gene Price has more than fifty years in life and health insurance, and the site puts that history up front.