Building a county-by-county lead platform for a US agricultural insurer
Redd Summit Advisors sells Pasture, Rangeland and Forage insurance to ranchers across the United States. It is a product almost nobody understands until they see how it has performed on their own land. So we built a platform that answers that question 3,055 times over, once for every county in the contiguous states, and wired the enquiries straight into Salesforce.
Overview
In their words
Richard and his team have been essential partners for our organization. Not only did they rebuild our site to match our updated branding, they have implemented custom code solutions and been creative partners on new web projects. They work quickly, efficiently, and provide immense value to our team at RSA. I am grateful we found Pinecone Agency!
The challenge
Redd Summit Advisors is one of the larger Pasture, Rangeland and Forage insurers in the United States. PRF insurance pays out when rainfall falls short, which makes it genuinely valuable to ranchers and genuinely hard to explain. A rancher deciding whether to buy wants one thing: evidence of how the product has performed on their own land, in their own county.
The website could not give them that. There was no county-level view of anything.
Underneath, the plumbing was worse. Webflow forms were not connecting to Salesforce properly, so leads were being lost outright. reCAPTCHA was not working, leaving the forms open to spam. Duplicate navigation elements caused flickering and overlap on mobile. The blog sat on a separate Wix site, splitting the domain authority between two properties. The team also believed the integrations they needed would force them onto an expensive Webflow Enterprise plan.
The market position and the expertise were strong. The platform underneath them was not.
Our approach
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Strategy
PRF is a data product, so the content strategy was built around the one question a rancher actually asks.
- Answer "how has this performed in my county" for every county in the contiguous United States
- Consolidate the Wix blog into the main domain to stop splitting content authority
- Target "PRF insurance" as the primary keyword cluster rather than generic insurance terms
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Design
Two audiences use the site: ranchers deciding whether to buy, and agents using it as a sales tool.
- Separate pathways through the information architecture for each audience
- The county data tool placed on the homepage as the centrepiece, not buried in a resources section
- Mobile navigation rebuilt to remove the duplicate elements causing flicker and overlap
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Development
A Webflow build with deep Salesforce integration and a dataset large enough to cover a continent.
- Salesforce form integration with working reCAPTCHA, repairing the broken lead pipeline
- An integration architecture that avoided the cost of a Webflow Enterprise plan
- Every Wix blog post migrated into the Webflow CMS in under three weeks
Technical deep-dive
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Interactive county data tool
Any rancher in the contiguous United States can look up their own county and see how PRF has actually performed there.
- Twenty years of rainfall and indemnity data per county, from 2004 to 2023
- Three quote scenarios per county, so the answer reflects different rainfall conditions
- Powered by a single 3MB dataset rather than hand-maintained pages
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Programmatic SEO at national scale
Not a handful of landing pages. A generated system covering every county in the contiguous states.
- 3,055 county pages, each generated from one master dataset
- Templated meta titles with a description quoting that county’s real average per-acre indemnity, so no page ships boilerplate metadata
- 50 state roll-up pages above them, capturing broader demand and funnelling down to the county
- Three quote scenarios per county, so the answer reflects different rainfall conditions
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Salesforce integration and the lead pipeline
The original forms were not reaching Salesforce at all, so the first job was to stop losing enquiries.
- Form infrastructure rebuilt with working Salesforce connectivity and spam protection
- Reliable lead tracking, so follow-up is based on a complete record
- Delivered without a Webflow Enterprise plan, saving that platform cost
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Blog migration and content consolidation
The blog lived on a separate Wix site, so the domain authority was split in two.
- Every post migrated into the Webflow CMS under the main domain
- Multiple CSV conversion passes to confirm nothing was lost in the move
- Completed in under three weeks
Results and impact
The work ran in three phases: a full rebuild in 2023, SEO compounding through 2024, and an interactive quote tool in 2025. The figures below are the published page counts, countable in the site's own sitemap.
- 3,055
County pages published
- Every contiguous US county covered
- Each carrying that county’s own data
- 50
State roll-up pages
- One per state
- Feeding the county pages beneath them
A rancher in almost any county in America now finds a page built for their exact location, sees how PRF has performed there over twenty years, and gets a data-backed reason to enquire. The enquiry reaches Salesforce, which it previously did not.
Key takeaway
PRF insurance is a niche product in a specialised industry, and most ranchers do not understand it until someone shows them the data for their own county. Generic website copy cannot do that at national scale. A programmatic system built on one master dataset can, and it keeps working long after the launch, because every data update makes 3,055 pages more useful at once.
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