Background

Allsup, LLC is a 35-year-old company with a history of innovation with SSDI benefits for disabled employees and their employers and insurers. These innovations have brought significant success in partnership with the disability insurance industry as well as name recognition and credibility throughout the Social Security Administration and on Capitol Hill.

Yet despite being a market innovator and leader, Allsup had never aggressively or successfully entered the more profitable consumer space, affording competition to command ⅔ of the market.

Challenge

In an effort to break into the consumer space, Allsup had undertaken a myriad of internal and external efforts that created an inefficient and highly fractured digital marketing landscape.

Multiple brands and sub brands existed, creating confusion and distrust among Allsup’s audiences. Their digital web properties were not optimized for users or for mobile. Business decisions were being made from analytics data that was not properly set up or reporting performance. Paid Search efforts were not using impactful current best practices. Allsup’s digital properties also had a breadth of accessibility issues—a thorn in the side of a brand serving disabled users.

The aforementioned issues and overall poor performance led to directional paralysis, forcing Allsup to actually consider starting over from scratch at the expense of reducing inbound revenue generating leads.