Think Smarter Insurance review funnel

A one-file review page for an Ontario insurance brokerage that sends happy customers to Google and the rest to the owner, with a compliance toggle.

Role

design, build, compliance research, delivery

Year

2026

Client

Think Smarter Insurance

Stack

HTML, CSS, JavaScript, Cloudflare Pages, Web3Forms

Links

think-smarter-review.pages.dev

The problem

The brokerage was using a generic review funnel from their marketing platform. It did not match their brand and the owner could not change anything herself. She wanted a page that asked customers for a rating, sent the good ones to Google, and sent the rest to her privately.

What I built

One HTML file with no build step, so it can be hosted anywhere and changed by anyone who can edit text. The landing step is a star selector. Four and five stars go to the Google review link. One to three stars open a private feedback form that emails the owner through Web3Forms. Below that, a wall of curated reviews shown with initials only. There is a hidden owner panel at a hash route that turns a new Google review into a wall snippet and a social post. I restyled it to her real brand after noticing my first version used the wrong colours: navy #002954, her logo, Raleway and Fira Sans, all self-hosted. On the demo, the form falls back to the mail app and the review link is a preview until the owner's addresses are set.

Decisions

Cloudflare Pages instead of Vercel, because Vercel's free tier does not allow commercial use and this is a business.
Web3Forms instead of a mailto link, because mailto is unreliable inside social-media browsers and the form gives 250 free submissions a month.
A compliance toggle. While researching, I found that routing customers by star rating ("review gating") is against Google's policy and is named as a concern under RIBO Guidance 006 for Ontario brokers. I documented the risk for the client and built a one-word setting that switches the page to an ask-everyone flow.

What went wrong or what I would change

My first design used a green and gold theme I liked. It did not match the client's site at all, and I caught it late. Now I collect the brand assets before I design anything.

Outcome

The demo is live at think-smarter-review.pages.dev. Going live on the client's own domain is waiting on the client.

Screenshots

Everyone starts here. Four and five stars go straight to the Google review link.

The private feedback form, Tell us what went wrong, with fields for what happened, name and email, and a Send privately button — One to three stars open this instead, so the owner hears about a problem first. Sending people to Google by their rating goes against Google's rules, so the compliance toggle I built switches the page to asking everyone for a Google review.

Credits

Built alone for the client.