Alix Growth Discovery

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Serial Scaling  ·  Prepared for Alix

Growth Discovery & Analytics Audit

A full read of Alix's search, paid, and on-site data, with a clear plan for the one thing missing today: a way to prove what organic actually produces.

26 monthsanalytics history reviewed
25 monthspaid search history reviewed
734,000+search terms analysed
June 2026report date

The picture today

Where Alix stands, last 12 months

Every figure here comes straight from Alix's own Google Analytics and Google Ads accounts. Nothing is estimated.

234,037

Total website sessions

16,294

Organic search sessions (7.0% of traffic). The channel we are hired to grow.

$1.03M

Paid search spend in the period

0

Conversion events recorded in Analytics across all 26 months

The headline. Analytics has no conversion event configured, so not a single session, organic or paid, can be tied to a real outcome inside it today. Paid "conversions" are counted in the ad account, but as you will see below, those are leads and form fills, not closed estates. Fixing this is the first and most valuable move.

Acquisition

Channel mix

Paid drives the business. Organic is small today, which is exactly the gap this engagement closes.

Paid Search59.2%
Direct15.3%
Paid Social11.4%
Organic Search7.0%
Unassigned2.9%
Referral1.8%
Email + Organic Social1.6%
Almost 3% of visits land in "Unassigned" and 15% in "Direct". Both usually mean campaign tags are missing or inconsistent, so some paid and referral traffic is mislabelled. Tag hygiene is a quick fix that makes every channel report trustworthy.

Trend

Organic is climbing, even as paid scales over it

Organic sessions per month, May 2024 to May 2026. Organic has grown steadily from a near-zero start to roughly 2,900 a month. Its share looks smaller lately only because paid spend exploded above it, not because organic slowed.

Organic peaked once around summer 2025, then resumed a strong climb through spring 2026 (about 1,000 in January to 2,900 in May). Content and reviews should run ahead of the next summer demand window.

Audience

Who is showing up

Geography

United States96.0%
China1.1%
Singapore0.8%
India0.6%

The non-US traffic on a US-only service is almost certainly bot or spam, and should be filtered so it stops skewing the numbers.

Device & visitor

Mobile56.8%
Desktop40.5%
Tablet2.7%

Most visitors are on mobile and 79% are new. The mobile experience and the first-visit path decide most outcomes, so that is where conversion work pays off.

Pages

The pages that carry the traffic

One page stands out, and it is the whole opportunity in a single line.

PageSessions (12 mo)Note
/probate89,304Almost all paid. Near zero organic. The page to win.
/ (home)42,651Brand and direct
/estate-settlement-alix38,949Core money page
/how-we-help8,004Mid funnel
/about-us5,658Trust
/schedule-estate-settlement4,503Booking intent
/probate is the prize. It pulls roughly 89,000 visits, nearly all of them paid, while earning almost nothing from organic. Ranking this page and its cluster organically is the single highest-return move, because the demand is already proven with real money.

Paid search

Paid is scaling hard, and getting more expensive

Monthly paid spend in 2026 (the bars), with the cost to generate one lead rising as spend climbs. This is the clearest argument for building an organic engine underneath.

$51K to $202K

Monthly paid spend grew nearly four times from January to May 2026.

$67 to $285

Over the same months, the cost to generate one lead more than quadrupled. Paid is hitting diminishing returns at scale.

Alix captures only about 28% of the searches it bids on, and loses more than half of available impressions to competitors with stronger ad rank. Better content and organic authority lift ad quality and win back that lost share on the same terms.

What counts as a conversion

The "conversions" are leads, not sales

The ad account reports thousands of conversions. When you open them up, almost all are form fills and lead actions. The action closest to a real, closed estate is tiny by comparison.

Lead form submitted6,082
Qualified lead3,199
Appointment booked720
Page view (counted as a conversion)428
Converted lead (closest to a sale)259
A page view is being counted as a conversion, which inflates the totals and teaches the ad platform to chase the wrong action. The fix is to count booked and qualified leads as the goal, and to connect the sale itself so success is measured in closed estates, not clicks.

What we cannot see yet

Three connections that unlock the full story

Search Console

The only place that shows the real organic searches, positions, and click rates. Without it, paid search terms are our stand-in. Granting access takes minutes.

The CRM

Where the actual estate-settlement sale lives. Connecting it is what lets us measure organic's contribution to real revenue, not just leads.

Conversion tracking

Analytics has no conversion events today. Defining them is a same-week fix and the foundation everything else reports against.

Audit · part one

Analytics audit, the angles we check

A healthy measurement setup is the foundation for trusting every number after it. These are the areas we review, with what Alix's data already shows.

01 Setup & data integrity

  • No conversion events across 26 months, the top fix.
  • Bot and spam traffic from outside the US needs filtering.
  • Unknown and "not set" values to chase down.
  • Internal team traffic excluded; one property as the source of truth.

02 Conversion & key events

  • Define lead, booking, call, and qualified-lead events.
  • Remove vanity actions (a page view should not count).
  • Capture the source and landing page on every conversion.

03 Channels & attribution

  • Unassigned and high Direct point to missing campaign tags.
  • One clean tagging standard across Google, Meta, affiliate, email, video.
  • Confirm the attribution model and lookback window.

04 Integrations

  • Link the ad account, and import the right conversions.
  • Turn on the raw data export for true funnel analysis.
  • Connect Search Console and the CRM (pending access).

Audit · part two

Conversion audit, the angles we check

Traffic is only half the job. This is how we make sure visits turn into measured, attributable deals.

01 Can we see a conversion at all

  • Analytics: no, today. Ad account: yes, but it counts leads.
  • The real sale lives in the CRM and is disconnected.
  • Clean the goal set so the platform optimises to booked and qualified.

02 The funnel & the north star

  • Map visit, lead, qualified lead, booked, closed.
  • Score leads so quality, not volume, is the target (Alix wants 3 to 5).
  • Report against closed deals a month, the only number leadership asked for.

03 On-page conversion

  • Stronger, clearer calls to action (Alix raised this directly).
  • Form friction and mobile usability, since mobile is the majority.
  • Trust signals on the pages where people decide.

04 Attribution & the cost gap

  • Reconcile cost per lead with true cost per customer.
  • Paid efficiency is falling as spend scales, the case for organic.
  • Connect the click to the closed deal for a complete loop.

The plan

Fastest path to "organic is provable"

Fix measurement

Define conversion events, clean the ad-account goals, turn on the raw data export, and filter bot traffic. Same-week work.

Open the two connections

Grant Search Console access for real organic search data, and connect the CRM so sales flow back. Both are quick on Alix's side.

Close the loop

Define the funnel and lead scoring, then stitch the click through to the closed deal so organic can be credited with real revenue.

Win the proven pages

Build the organic probate cluster, where paid already proves the demand, and improve conversion on the money pages.