Life Alert: Modernizing a Legacy Brand& Closing the "Offline Attribution" Gap
Life Alert spent money on digital marketing but couldn't tell which campaigns were producing phone sales. We built the tracking engine that connected every call to the click that started it, redesigned the site to convert, and grew their top-3 keyword rankings from 472 to over 1,000. Branded search dependence dropped from 98% to 70% — meaning the site now finds new customers, not just existing ones.
Life Alert is a household name. The website was not. It looked like it was built in 2008, and in a category where trust determines whether someone picks up the phone, that mattered. But the bigger problem was invisible: every sale happens over the phone. Someone sees a Google Ad, visits the site, calls, and buys. That call had no connection to the click. The marketing team was spending real money on campaigns and couldn't answer the most basic question: which ones are working?
Without that answer, they couldn't cut what wasn't working, scale what was, or justify the budget to leadership. Every monthly report was a guess.
The Approach
Strategic Design.
Designing for Trust, Engineering for Data.
Two problems, one engagement. The site needed to look like a company you'd trust with your parents' safety. And the marketing needed a closed loop between digital spend and phone revenue.
We used paid advertising to test and identify high-value keywords quickly, then fed those insights into the SEO strategy. Instead of guessing which terms to rank for, we let real conversion data from paid campaigns tell us where organic effort would pay off most.
More than doubled the number of keywords ranking in Google's top 3 positions
Dependence on branded searches dropped — the site now finds new customers, not just existing ones
116,000 monthly visitors now find Life Alert through search
The Solution
Performance & Emotion.
A High-Trust Redesign and Custom DNI Engine.
We built a custom Dynamic Number Insertion (DNI) engine. The system swaps the phone number on the site based on the traffic source, campaign, keyword, and ad group that brought the visitor. When someone calls, the system matches that call to the exact click that started the journey.
What that means in practice: Life Alert can now see that a specific Google Ad for "medical alert system" in Phoenix produced 47 phone calls last month, 31 of which became paying customers. They can see that a blog post ranking for "best medical alert for seniors" drives 12 calls a week. Every channel, every campaign, every keyword has a number next to it.
We also redesigned the entire site. Families researching medical alert systems for aging parents make trust decisions in seconds. The old site failed that test. The new site is mobile-first, fast, and built around the one action that matters: picking up the phone.
The Results
Immediate and Measurable Impact
More than doubled the number of keywords ranking in Google's top 3 positions
Dependence on branded searches dropped — the site now finds new customers, not just existing ones
116,000 monthly visitors now find Life Alert through search
When someone asks ChatGPT "what's the best medical alert system?", Life Alert gets mentioned
Used paid ad conversion data to identify the highest-value keywords for organic targeting
Every phone call traced back to the exact campaign, keyword, and click that started it
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