TL;DR

A public adjuster firm had a serious lead problem: a broken pipeline ensuring none of those people could actually reach them. We fixed the routing, removed the friction, cleaned up NAP inconsistencies across the web, and found over $6,000 in annual savings along the way.

How I Found Them

We had a flood at our house. Dealing with insurance after water damage is its own kind of fun, and let's just say our insurer, unlike a good neighbor, was not there. They came back with an estimate around 10% of what the actual repair costs looked like. Unbelievable!

My wife spent every evening that week reviewing the quote, and digging into every single issue she could find on it. It was exhaausting, and frankly something she just wansn't an expert in. She needed help, but just didn't know what help existed. We needed a an adjuster to work for us and our interests, similar to how each side of a legal dispute has their own lawyer. We needed someone to review the insurance company's quote, find the gaps, and advocate for us to get a fair settlement.

She needed a public adjuster

After interviewing a few firms, we chose AdjustPro Solutions. They knew their stuff, and we got a good feeling from the owner. But getting to that first conversation was harder than it should have been. The website had a "Contact Us" page with no form. Google showed a "Book Now" button with multiple options, and nobody called us back. And when I started digging, I found three or four different phone numbers floating around on various directories.

Their tech needed work. They knew it too. The moment I mentioned it, the response was an immediate "yes, absolutely, we need that fixed."

The Baggage: A Bad Prior Experience

Before we got into solutions, I needed to understand the hesitation. AdjustPro had worked with an SEO agency before. They were spending real money every month and being told leads were coming in, yet AdjustPro never saw the leads

The agency had been tracking metrics that didn't move the needle: rankings, impressions, traffic numbers that looked healthy but had no relationship to actual phone calls or new clients. That kind of disconnect builds distrust fast, and rightfully so.

Going in, I knew I was working with a client that had been burned. That shaped how I approached everything: no promises about rankings, no vanity metrics. Start with what's actually broken.

The Real Problem: Leads Were Disappearing

The biggest issue wasn't SEO. It was lead stability. People were trying to reach AdjustPro and hitting dead ends from multiple directions:

  • Leads coming through Google were routing into an old third-party CRM that was no longer actively managed. Nobody was seeing them.
  • The website's contact page had no form, just a heading. Anyone who landed there and wasn't willing to copy-paste an email address was gone.
  • Multiple phone numbers listed across Yelp, Google, directories, and their own site, some of which were no longer in service.

That last one compounds everything. Inconsistent NAP (Name, Address, Phone) across the web is one of the cleaner ways to quietly undermine local SEO over time. Search engines use citation consistency as a trust signal. Three different phone numbers on three different platforms tells Google something is off.

What We Fixed

We worked through all of it systematically. The CRM connection to Google got cleaned up so inbound leads actually land somewhere a human looks at. The contact page got a real form with low friction: name, phone, brief description, done. We audited the phone number situation across every major directory and consolidated to a single consistent number.

Beyond the obvious stuff, we uncovered a few less-pressing issues that were still worth addressing. One of them added up to more than $6,000 per year in unnecessary spending, the kind of thing that's easy to miss when you've never had someone look at the full picture.

On SEO Timelines

I want to be honest about this: fixing NAP inconsistencies and technical issues doesn't produce an immediate surge in leads. SEO is a long game. These fixes lay the groundwork: they stop the bleeding, build the foundation, and make future SEO work actually stick. Anyone telling you otherwise after a bad agency experience deserves a straight answer, not a sales pitch.

What I can say is that every lead who finds AdjustPro now has a clear path to reach them. No dead ends, no black holes, no outdated numbers. Leads are expensive to generate. When someone is ready to reach out, you can't afford to lose them to a broken form or a phone number that rings nowhere.

Results

  • Lead routing restored: inbound contacts from Google now reach the right person
  • Contact form live and low-friction
  • NAP consistency established across major directories
  • Dead phone numbers removed
  • Over $6,000/year in identified savings
  • Technical foundation in place for ongoing SEO

Takeaway

Before you spend another dollar on SEO or ads, make sure the leads you're already earning can actually reach you. A broken contact form, an outdated phone number, or a disconnected CRM can quietly kill your conversion rate while your traffic numbers look perfectly fine.

That's the kind of thing we look for first.

Ready to Fix Your Lead Flow?

If your leads are going missing, or you've worked with agencies that tracked numbers that never moved your business, we can help.
We start with what's actually broken.

Contact us today or email hello@marshland.software