BetterLegal is an online service that helps entrepreneurs and small businesses start, set up, and maintain their business entities in the US. With over 15k businesses formed and counting, the company always looks to improve its online presence and increase its customer base.
Goal: BetterLegal wants to improve its CAC by getting more organic customers and growing revenue from $700K ARR to $1M.
Rules for forming and operating a business vary tremendously from state to state. There are a ton of tax implications and hidden gotchas at every step.
This is why most customers come to BetterLegal feeling confused about:
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What type of business to set up and why?
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Which state is the best one and why?
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What rules and paperwork do I need to fill out for my state?
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How do I keep my business in good standing?
https://twitter.com/csakon/status/1623720137961639936
BetterLegal went directly to the heart of their customers’ struggles and decided to hyper-focus their content strategy on answering these common queries for all 50 states:
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How to Start an LLC in {State}
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How to Maintain an LLC in {State}
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How to File {Specialized Filing} in {State}
Keyword research
Just for the “start an llc” keyword, Ahrefs shows a traffic volume of 78K. Not bad! Plus the keyword difficulty is very attainable.
How BetterLegal used Launchman to speed up content publishing
- Speed up publishing
Creating all these pages by hand would have been a momentous task. With Launchman, the team was able to parallelize the work by simply organizing data in Airtable, and creating a page layout that the data will show up in.
“We have all this internal information we’ve built over the years of running the business that is locked in spreadsheets. By uploading this information to Airtable, massaging it a bit, and writing a single templated article in Launchman, we were able to create dozens of very high quality and unique pieces that are now publicly available and better than what the state governments provide.”
- Pages needed to evolve rapidly
Since Google takes time to start indexing pages, some content early is better than great content 4 months later. The team got a basic version of the page out and then start evolving the quality with better images, video, and interactive elements. Since the pages use the same page template. Any change applied to it is replicated over to the published pages immediately – no need to go in and edit one by one.
- Have pages stay on the domain as a subfolder
Marketing pages on a subfolder rather than a subdomain is preferred for SEO. Since the betterlegal.com website is built on Bubble, the team could use Co-Alias and Launchman together to stay on the same domain.
“Part of the reason we waited so long to tackle this task was that we never wanted to invest the time or resources into a subdomain. If it wasn’t going to be done right and benefit the root domain, we felt it was better not to do it at all. Launchman allowed us to have our cake and eat it too.”
Results
Able to see his first organic sale within 10 days: https://twitter.com/csakon/status/1631313219808575489
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