How The Difference Card Built a Lead Engine That Far Exceeded Expectations
When The Difference Card partnered with WebFX during the pandemic, they needed a digital strategy that would generate leads and fuel growth. Today, that partnership continues to deliver consistent outcomes and exceed expectations. Up against larger, better-funded competitors, The Difference Card turned to WebFX as an extension of their team to drive record-breaking results.
77%
YoY increase in producer proposal requests
31.6%
increase in traffic to service pages
84%
YoY increase in revenue attributed to digital marketing
“We love our team at WebFX! Clayton, Jackie, and Sawyer are wonderful partners! They are constantly pushing the envelope with new ideas and tactics to help us fuel the growth we have seen within our organization. We would highly recommend them to anyone looking for a digital marketing partner!”
Before WebFX
- Declining business due to the pandemic stifled digital lead generation opportunities.
- Keeping pace with bigger players in the market proved difficult.
- Limited resources and expertise hindered the execution of a cohesive digital strategy.
After WebFX
- Digital lead generation now drives record-setting business growth year-over-year.
- An expanded digital presence levels the playing field against larger competitors.
- The WebFX team functions as a seamless extension of their in-house marketing team.
The Difference Card is a healthcare benefits company that helps small to midsized employers reduce health insurance costs without sacrificing benefits. Founded in 2001 and based in New York, they have delivered over $2.13 billion in healthcare savings to clients nationwide. Celebrating 25 years in 2026, The Difference Card partners with producers and employers across all 50 states, offering innovative solutions like their Difference Guarantee and Monthly Budget Solution to help organizations take control of their healthcare spend.
WebFX Approach
Building a lead-generating website
To alleviate business loss brought about by the pandemic, The Difference Card tapped WebFX to build a conversion-focused website that included:
- High-intent service pages: Optimized core pages for keywords targeting producers and employers searching for health insurance cost solutions.
- Conversion-focused design: Integrated clear calls-to-action and design elements to drive Proposal Request submissions.
- UX and CRO refresh: Enhanced key pages on the website, like the homepage and MERP service page, to improve engagement and conversions.
“We first hired WebFX as a digital partner in 2020 to create a lead-generating website for us to combat the decline in business due to the pandemic. Nearly 6 years later, the lead engine is humming and far exceeding expectations. Since then, we have expanded to using WebFX for a majority of the services they offer.”
Content strategy and SEO growth
WebFX implemented a comprehensive content and SEO strategy to increase The Difference Card’s visibility, focusing on:
- Semantic content clusters: Built topical clusters to support top-of-funnel growth and drive users deeper into the conversion funnel.
- Content publishing and internal linking: Frequent publishing, refreshing, and strategic internal linking to lift performance across thematic clusters.
- Unprecedented organic growth: Achieved a record-setting month for organic sessions in January 2026 — a 43% increase year-over-year.
“Our WebFX Digital Marketing Team is an extension of our in-house Marketing Team. They take care and time to understand the nuances of our organization. They are constantly working to create a plan that matches our internal goals and KPIs so that we are all working toward the same benchmarks.”
Full-funnel advertising and link building
WebFX deployed a full-funnel, omni-channel approach to expand The Difference Card’s reach and strengthen domain authority, including:
- AdTechFX campaigns: Launched targeted campaigns that assisted 293 closed-won deals worth $5.9M+ in revenue in December 2025 alone.
- Aggressive link building: Secured high-quality backlinks from industry-relevant sites, significantly amplifying the brand’s digital footprint throughout 2025.
- Demand Gen expansion: Rolled out Demand Gen campaigns to broaden top-of-funnel reach while supporting mid and bottom-funnel conversions.
“WebFX has been instrumental in helping us leverage multiple campaigns to generate new business opportunities. As a small marketing team, they help us compete against much larger organizations in our space.”
Results
77%
YoY increase in producer proposal requests
31.6%
increase in traffic to service pages
84%
YoY increase in revenue attributed to digital marketing
43.1%
YoY increase in organic sessions
WebFX Team
Ready to see the difference a smarter strategy can make? Partner with WebFX to build a proven lead engine that drives measurable growth.
-
Clayton
Internet Marketing
-
Jacquelyn
Social Management
-
Nate
DataTech
-
Sawyer
Internet Marketing
-
Ann
Internet Marketing
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