Exact Medicare

Why Timing Mattered

This engagement followed a paid AEP campaign that underperformed despite meaningful traffic volume. The issue wasn’t messaging or demand—it was the website’s ability to support conversion and iteration.

The existing WordPress site made even small changes slow and risky. Campaigns were hard to adapt mid-flight. Webinar pages required manual setup. Employer-specific experiences didn’t scale. And any significant rebuild raised real concerns about SEO loss in a category where trust and visibility matter.

Exact Medicare and Exact Benefits needed a platform that could move as fast as their marketing efforts—without introducing compliance risk or operational drag.

The Core Challenge

• Paid traffic landed on pages not designed to convert
• B2B and B2C audiences were insufficiently segmented
• Webinar and employer pages were manual and time-intensive
• The WordPress stack slowed execution and experimentation
• A platform migration carried real SEO and visibility risk

Strategic Goals

• Improve conversion through clearer structure and user flow
• Migrate platforms with zero loss of SEO equity
• Build a CMS-driven system that could scale services, webinars, and employers
• Integrate GoHighLevel directly into website workflows
• Reduce friction for the internal marketing team

Strategy & Execution

MMG Design led a full WordPress → Webflow migration, preserving URL structures, metadata, and search intent to protect rankings and continuity.

The redesign focused on clarity and legitimacy—helping visitors quickly understand who the site was for, what Exact Medicare or Exact Benefits offered, and what action to take next.

Webflow CMS became the foundation of the entire system.

CMS-Driven Services & SEO

Dedicated CMS-driven service pages were built for each core offering. These pages improved SEO targeting while also giving the team cleaner, more focused assets to support paid campaigns and sales conversations.

B2B Segmentation with Exact Benefits

A dedicated B2B landing experience was created for Exact Benefits, designed to house employer-facing content within a single, scalable structure. This allowed campaigns and partnerships to grow without fragmenting the brand or duplicating effort.

Webinar & Employer Systems

We implemented CMS-powered webinar registration pages integrated directly with GoHighLevel. That same CMS structure was extended to power employer-specific pages, enabling each employer to:

• Register employees for webinars
• Book one-on-one Medicare consultations
• Access resources on demand

All without manual page creation or ongoing developer involvement.

Technical & Platform Decisions

Webflow was selected for performance, maintainability, and CMS flexibility in a regulated environment. The platform reduced technical debt while giving the marketing team far more control and speed.

SEO migration was handled deliberately, with structured redirects, metadata preservation, and page-level validation to ensure rankings were maintained—and improved.

Visual Callouts

• Old website
• CMS service pages
• Exact Benefits B2B landing hub
• Employer-specific page example
• Webinar registration flow

Outcomes & Impact

• Successful zero-loss migration from WordPress to Webflow
• Maintained and improved organic search rankings across core pages
• Clear conversion improvements driven by redesign and segmentation
• CMS-driven service pages supporting SEO and sales clarity
• Scalable employer and webinar systems integrated with GoHighLevel
• Faster campaign launches with significantly less operational friction

Biggest Value Delivered

The biggest value came from pairing a thoughtful redesign with a CMS-first systems approach.

By restructuring the site around conversion and using Webflow CMS to power services, webinars, and employer-specific experiences, Exact Medicare and Exact Benefits gained a flexible marketing platform that supports growth well beyond a single AEP cycle.

Closing

Exact Medicare and Exact Benefits didn’t just migrate platforms. They replaced a fragile website with a durable, conversion-ready system that supports paid campaigns, organic growth, employer partnerships, and internal velocity—without increasing risk.