Life Alert: Modernizing a Legacy Brand& Closing the "Offline Attribution" Gap
A strategic digital transformation for an American icon. We executed a complete brand modernization to improve user trust and engineered a proprietary Dynamic Number Insertion (DNI) engine to track offline phone sales—finally proving the ROI of digital marketing.
The "Offline Black Hole" of Conversion Data.
Life Alert is a household name, but their legacy website was failing to capture the modern digital consumer. More critically, they faced a massive business intelligence disconnect: while marketing happened online, the final transaction occurred exclusively over the phone. Because these phone sales weren't tied back to website data, the internal team was flying blind—they had no way to track which Google Ad or SEO keyword triggered the sale, making true ROI optimization impossible.
The Approach
Strategic Design.
Approach Designing for Trust, Engineering for Data.
Our strategy was dual-track: Modernization and Intelligence. First, we needed to update the visual identity to compete in a digital-first world, ensuring the site felt trustworthy and accessible to seniors and families. Second, we needed to build a custom technical infrastructure that could "listen" to offline sales and attribute them to online clicks, turning the website from a passive brochure into an active data terminal.
The Solution
Performance & Emotion.
A High-Trust Redesign & Custom DNI Engine. We delivered a seamless blend of modern design and proprietary technology:
- UX/UI Modernization: We replaced the dated legacy interface with a high-trust, mobile-responsive experience. We streamlined navigation and implemented persuasive CRO layouts to maximize lead flow.
- Proprietary Tech (Custom DNI): We built a custom Dynamic Number Insertion (DNI) engine. This system dynamically swaps the phone number displayed on screen based on the traffic source (e.g., Google Ads vs. Organic Search), creating a closed feedback loop between digital clicks and offline calls.
The Results
Immediate and Measurable Impact
Improved organic traffic by 25%, reaching a staggering 116,000 monthly visitors.
Search Authority: Increased the number of organic keywords ranking in the Top 3 results from 302 to 553.
Future-Proofing: Increased "AI Citation" visibility (frequency of recommendations by AI tools like ChatGPT) by 120%.