For New York Life top producers and agency leaders
Your clients send you their best referrals. Your website meets them first.
My team and I help you get clear on the clients you want more of and how they choose an advisor. Then we build a custom website around them, so the people your clients send you already know why they should talk to you.
Led by Jordan Sellers, who has taken a fully custom site through the firm’s review and publishing process.
Recent workEighteen Financial Group
Where referrals go now
Referrals built your business. What happens before they call has changed.
Your clients trust you because they’ve sat across the table from you. The people they send you haven’t. So between “you should talk to my agent” and the first call, they do what almost everyone does now. They look you up.
of prospects plan to research online before hiring an advisor.Wealthtender 2025 study of $100K+ households, via Kitces.com
What most of them find on an agent’s website
- 01
A list of products, where the client hoped to read about people like them.
- 02
Copy that could describe any agent, in any city, at any stage of their career.
- 03
Nothing that tells a business owner, a physician or a family with something to protect: this is for you.
- 04
A site that hasn’t changed since it was set up, while the business behind it has grown.
The loss you can’t see
The referral you lose never tells you.
- Monday
A CPA you’ve worked with for years gives your name to a business owner.
- That evening
He searches your name and opens your website.
- A minute later
Nothing on it speaks to someone like him. He opens the next name the CPA mentioned.
You track every case in your pipeline. This is the one loss that never shows up in it.
The research
What the research says about that first minute.
Four findings from peer‑reviewed journals, Stanford, Google and an investor survey. Every source is linked, so you can check them yourself.
- 50msis enough time for people to judge how a website looks.Lindgaard et al., Behaviour & Information Technology, 2006
- 46.1%of credibility comments were about the site’s design, the most cited cue.Fogg et al., Stanford Persuasive Technology Lab, 2003 (n=2,684)
- 72%of investors say trust is the most important factor in choosing an advisor.CapIntel Investor Engagement Survey, 2025 (n=1,000)
- 17msSimple, familiar‑looking sites were rated more appealing, even at this speed.Tuch et al., Google Research, 2012
A fair reading: a website doesn’t sell life insurance. You do. But it shapes whether a referral arrives already leaning toward you, or doesn’t arrive at all.
From a client
“My current website was hurting my business more than it was helping.”
David came to us for a website. In his words, the conversation that came first is what helped him see it.
What was the most valuable was you taking the time to talk out who I wanted as customers and helping me understand that my current website was hurting my business more than it was helping my business. The consulting time was just as crucial as the website, and I love our new website. 10/10!
Strategy first
Most agent websites are about the agent. Yours should be about the clients you want more of.
So we start with you, not with a design. In one strategy session, we work out who you want more of, what they worry about, how they decide who to trust, and why they should pick you over the next name. Then we write and build the site from that.
- One clear sentence that tells the right client this is for them.
- A page for each group you serve best, in words they’d use.
- A photo list, so your site shows you and your team, not stock.
“The consulting time was just as crucial as the website.”David Eddy, Eighteen Financial Group
How it works
Three steps. You give us one afternoon. We do the rest.
You won’t learn a website editor, write the copy or manage the compliance paperwork.
- 1
Request a strategy call.
A few quick questions so I can prepare before we talk. On the call, we look at your current site together and talk about the clients you want more of. You decide after.
- 2
Spend one strategy session with us.
About three hours on who you serve best and how they choose an advisor. It’s the main block of time this takes from you.
- 3
Approve it. We take it through review.
We write, design and build the site. You approve every word, and we prepare it for your firm’s compliance review.
Protecting what works
You’re right to be careful with something that works.
Your clients found you for good reasons. Nothing changes for them until you’re sure, and until your firm has approved it.
- 1
Your current site stays live.It stays up until your firm’s compliance team approves the new one.
- 2
You see a private preview first.Click through the whole site before anyone else can.
- 3
You approve every word.Nothing goes to review that you haven’t signed off on.
- 4
We prepare it for compliance.The hosting team publishes it once it’s approved. Approval decisions stay with your firm.
The work
What it looks like when a website knows who it’s for.
A typical agent site (illustration)
Eighteen Financial Group
- It says who it’s for.“Build a Legacy. Keep What You’ve Earned.”
- Each client group gets its own page.Athletes, entrepreneurs and legacy families.
- One clear next step.“Schedule a conversation.”
Picture the next referral
The next referral calls already leaning your way.
- They search your name and find a page written for people like them.
- They see you and your team, not a stock photo.
- They call already knowing why your client sent them to you.
And when a client asks for your website, you send the link without a second thought.
Who you’d work with
We study why people buy. Then we build for it.
A top producer’s website has one job: help the right person trust you before you meet.
I’m Jordan Sellers. I lead the strategy session with you myself, and my team and I write, design and build your site from it. That takes copy that says who you serve, design that matches the level you work at, and an understanding of how a careful buyer decides who to trust. I’ve also taken a fully custom site through the firm’s review and publishing process.
- 20years in copywriting and marketing
- 15years in design
- 10+years building websites
Who this is for
Built for established agents who grow by referral.
It’s a fit if
- You’re an established producer or agency leader.
- Most of your new business comes from referrals and centers of influence.
- You want it done right, and you’ll give it one focused afternoon.
It’s not a fit if
- You’re shopping for the lowest price.
- You’d rather build it yourself.
- You want a template with your name on it.
We take on a limited number of agents at a time, so every engagement gets real attention. If we’re full, we’ll tell you when the next opening is.
Questions
Straight answers.
My business comes from referrals. Why would my website matter?
Because most referrals look you up before they call. The referral gets them to your name. Your website is often the first thing they see of you. We don’t try to replace referrals. We help the ones you already get arrive ready to talk.
What does it cost?
Every engagement is scoped on the call, once we understand what you need. The call is free, and there’s no obligation.
How much of my time does this take?
About three hours for the strategy session, then a few short reviews.
Do I have to write anything?
No. We write the copy from our conversation, and you approve it.
What happens to my current site?
It stays up. You review a private preview first. Once your firm’s compliance team approves the new site, the hosting team publishes it.
Will my firm accept a custom site?
We’ve taken one through the firm’s review and publishing process, and we prepare everything for yours. Approval decisions stay with your firm.
Who does the work?
I lead the strategy session with you. My team and I write, design and build the site together.
Who handles changes later?
We do, through an optional care plan. Tell us what you want in plain words, and we handle the edit and the review.
Is this a New York Life service?
No. It’s an independent service, not affiliated with or endorsed by New York Life.
Next step
Request a strategy call.
A few questions so I can prepare before we talk.
- If it’s a fit, you pick a time right away.
- On the call, we look at your current site together and talk about the clients you want more of.
- No pressure. You decide after.
The call is free. Your answers are only used to prepare for it.