The digital landscape for UPA is wide open.
The opportunity is real, and a strategic approach will set United Public Adjusters up for the next decade. Local SEO, Google Business Profiles, AI search, editorial authority, PR, conversion design — every lever is underused in the public adjusting category today. No competitor is running a serious digital playbook. First-mover wins, and UPA is uniquely positioned to move first.
The things we heard loud and clear
Every priority below maps to something specific we discussed — plus the one thing the whole engagement hinges on: more, better-qualified leads — especially commercial claims, not residential.
Update content so it's not just text walls
Most pages on the site today read as wall-of-text. We break them up with mid-page forms, comfort boxes, testimonials, images, video embeds, and FAQs. Visitors stop scrolling past and start converting.
Tell the full story — visually
Photos of the team handing checks. Photos of UPA working inside the rubble. Amplify existing reviews into full stories. Show prospects the journey, not just the outcome. This is how you build the trust that wins commercial claims.
Protect what's already working
First order of business: evaluate how calls are actually coming in today. Identify those channels and pages, protect them, then improve everything else around them. Never break a producing asset while upgrading.
Language translation & the Asian market
Philip's cultural page already produced a Mandarin referral. There's a real opportunity to translate core pages and reach Asian-owned NYC real estate at scale — a community actively seeking help navigating carriers. Available as an optional add-on at $300/mo given the volume of words on the site.
Work closely with Ryan
Ryan drives UPA's internal initiatives — HubSpot, intake, sales process, content capture. Our job is to be a fast, responsive partner to his plan. Every Aberrant deliverable is shaped by what Ryan needs next.
Evaluate the PPC landscape first
Before a dollar is spent, we audit historical PPC: what's been tried, what UPA has spent (including Philip's $10K reactive snow ad), what converted, what leaked. CallRail data informs the build. PPC strategy is built from evidence, not guesswork.
What UPA actually needs is more qualified commercial leads. Residential volume is fine; commercial margins and case values are what move the business. We deliver that through case results + success stories + PR campaigns + AI recognizing UPA as the category authority — executed hand-in-hand with Ryan's internal work.
Specific plays — ready to run on day one
Traffic-First Page Audit
Go into the site and identify which pages are actually bringing in traffic today. Those get protected and conversion-optimized first — not rewritten. Then we evaluate the remaining pages to decide what to re-optimize, what to consolidate, and what to prune.
Implement Best Tactics on Producing Pages
Once we know which pages drive calls, we deploy best-in-class tactics across them: mid-page forms, trust indicators, video embeds, FAQs, structured data, clear CTAs, and conversion-proven copy. Upgrade what's already working before touching anything else.
Immediate AI Optimization
Custom AI-overview coding deployed on priority pages right away — structured data, "learn about UPA" pages, LLM-friendly copy patterns. Cutting-edge, and almost no competitor is doing it. Philip wanted AI focus — this is how we deliver from week one.
Google Business Profile Optimization
Fully optimize the existing Melville and Ozone Park profiles. Update hours, descriptions, services, photos, and monthly refreshes. Connect review solicitation to intake. GBP is where "near me" searches are won or lost — and it's UPA's most leverage-rich asset.
Success Stories & Settlement Amounts
Package UPA's existing wins as proper case studies — claim type, loss amount, settlement amount, timeline. Settlement numbers go on the website. This is the biggest conversion lever available and UPA's most underused asset, especially for commercial-claim trust.
Reddit Referral Engine
Anonymous accounts posting genuinely helpful public-adjusting answers. Reddit signed a deal with Google/OpenAI — AI models now learn from Reddit. Every thoughtful answer becomes an indirect referral. Legal clients are already getting leads this way.
Storm-Reactive Pages
Major storm heading to NYC? Page live within hours. Pre-built templates for hurricane, nor'easter, flooding, hail. First page up wins. Mirrors the mass-tort playbook from PI law applied to weather events.
PR Campaigns for Philip
Syndicated PR placements establishing Philip as the category authority. Ties directly to the Nina Pineda / ABC7 / City & State NY momentum he already has. Every mention adds AI-training weight and builds toward the nationwide expansion goal.
Geographic Expansion — Done Right
Mom-and-pop co-working spaces (Google has flagged WeWork). Strategic locations where real estate investors and claim-decision-makers actually are. Affordable, verifiable, and a real path to dominating multiple local packs.
The only enemy is time — and hard work beats time
Rob ran UPA's site and the top five NY competitors through Ahrefs and Screaming Frog. The conclusion: UPA's competitors are winning on one axis only — domain age. On every other axis (content quality, video, conversion design, GBP maturity, AI readiness), the field is wide open. Hard work outpaces domain age.
What Competitors Are Actually Doing
| Competitor | Strength | What They're Not Doing |
|---|---|---|
| Long Island PA (Jericho) | Ranks first on "Long Island public adjusters" — owner is also a marketer | 10 reviews. Dated visual design. No video. No success stories. Ranking on legacy SEO alone. |
| JF Public Adjusters | Self-proclaimed "#1 in NY/NJ/CT/PA" — heavy review volume | Thin specialty content. No commercial depth. No AI optimization. No video storytelling. |
| Eastern Public | Clean modern site, luxury/commercial positioning Maine→FL | Generic AI-written blog content. Minimal local SEO signal in NYC specifically. |
| Pride Public Adjusters | Large-commercial concierge positioning | Weak content depth. No AI strategy. Limited GBP maturity. |
| Champion Adjustment | Long-established NYC presence, commercial focus | Wall-of-text pages. No video. No structured content. No success stories. |
UPA's Existing Assets
- ✓~$1 billion in recovered settlements — elite authority
- ✓Philip featured on ABC News Channel 7 (Eyewitness News / Nina Pineda)
- ✓Recognized in City & State NY's "Who's Who in Insurance"
- ✓500+ pages already on the site — content foundation exists
- ✓Two offices (Melville HQ + Ozone Park) for local anchoring
- ✓Licensed in NY, NJ, CT, FL, CA — multi-state scale
- ✓Active YouTube channel with existing videos ready to be repurposed
Gaps We're Closing
- ✗500 pages exist — most not ranking; thin, unstructured, no mid-page forms
- ✗"Success stories" page exists but is just videos with no context
- ✗No individual AI-overview coding on any page
- ✗No storm-reactive page capability
- ✗GBP profiles not updated monthly
- ✗Philip's authority buried below the fold on most pages
- ✗Cultural / language reach untapped — if the Mandarin & Asian-market translation add-on is opted in, this closes
How Aberrant Works
The path forward isn't more volume — it's intentional, manually-crafted work where competitors have cut corners. No AI page factories. No templated filler. Every page touched is touched with a purpose.
Ryan owns the back end. Aberrant owns the front end.
Ryan, UPA's Marketing Director, brings the internal authority, HubSpot chops, and sales-process muscle. Aberrant brings the demand-generation engine. Clean division of labor, no overlap, no wasted spend.
Owns the back-end infrastructure
- HubSpot cleanup, segmentation, workflows
- Intake process & sales handoff
- Podcast studio & on-site content capture
- Email nurture & webinar logistics
- Proactive pipeline (property managers, plumbers, realtors)
Owns the front-end lead engine
- Site audit, cleanup, and top-page rewrites
- All content: city pages, success stories, storm-reactive templates
- Google Business Profile + new location launches
- PPC management and optimization
- AI optimization, PR blasts, link building, Reddit engine
How We'll Work Together
Monthly Agenda, Shared in Advance
Every month starts with a written agenda: pages to create, re-optimizations planned, link targets, tests. Ryan reviews and approves. No surprises, no vague "we're working on SEO."
Front-End ↔ Back-End Feedback Loop
When Ryan sees a pattern on intake, Aberrant adjusts pages. When Aberrant sees a converting keyword, Ryan tunes the sales handoff. True two-way data flow.
There is no public adjuster doing digital rightin New York today. Not one. That's not a gap — that's a category-defining opportunity. The first firm to ship real content, real video, real success stories, real local SEO, and real AI presence wins the next decade of public adjusting in the tri-state market.
From site visit to qualified lead — tracked at every step
Public adjusting economics are dominated by a short funnel and high claim values. Our job isn't to drive the most visitors — it's to convert each step at a higher rate and add qualified volume at the top. The approach below focuses on where conversion is being lost today and how we'll close each gap.
Where Leads Are Leaking Today
Based on our audit of the current site, these are the front-end gaps holding back the funnel. Each one is addressable inside the first 90 days.
- !Homepage doesn't clearly message "No recovery, no fee" — the biggest trust hook in the category
- !Success stories page exists but is just videos with no case-study context, claim amounts, or CTAs
- !500 pages exist but only a handful bring meaningful traffic — conversion optimization on those first
- !No mid-page forms on thin pages — 70% of users never scroll to the bottom
- !Philip's $1B + ABC7 authority buried below the fold on most pages
- !No structured case studies with settlement amounts visible
- !GBP profiles not updated monthly; no check-handing photos or settlement moments
The approach: Before anything ambitious, we audit the pages that actually produce traffic today, conversion-optimize those, and then evaluate the rest. Quick wins first, then the bigger content plays.
Built with Ryan — not prescribed to him
Rather than ship a rigid six-month deliverables calendar, we'll work with Ryan to build the actual roadmap once we can see UPA's real traffic picture, CallRail data, and historical PPC. Below is our wheelhouse — the full set of options we bring to the table. Ryan and Rob pick the right combination, in the right order, based on what the data shows.
Our Wheelhouse of Options
Foundation & Audit
- Site-wide traffic & conversion audit
- Historical PPC analysis
- CallRail data review
- 500-page content inventory & triage
Quick Wins
- Protect & optimize producing pages
- Homepage rebuild (StoryBrand)
- First success stories live
- Google Business Profile fully optimized
Content & Conversion
- Mid-page forms & comfort boxes on key pages
- Video embeds across priority pages
- FAQ & schema markup
- Commercial-claim landing pages
Review Engine
- Review solicitation system
- Integrated with Ryan's intake flow
- AI-assisted review writing
- Sustained monthly velocity
Authority & PR
- PR campaigns positioning Philip
- Remarket existing media wins (ABC7, City & State NY)
- Editorial link building
- Nationwide expansion foundation
AI & Reddit Presence
- Individual AI overview coding per page
- Reddit referral engine
- Entity-building across the open web
- UPA cited in ChatGPT / Perplexity / Gemini
Paid Media
- PPC campaign builds from historical analysis
- Landing page creation for campaigns
- Storm-reactive ad templates
- Attribution tied to CallRail
Geographic Expansion
- New verified GBP locations (co-working, not WeWork)
- Supporting local content
- Strategic proximity to real estate decision-makers
- Foundation for nationwide reach
How the roadmap actually gets built: Month 1 is heavy on audit and quick wins. Ryan and Rob meet at Month 1 to build the specific 2-through-6 plan based on findings. Monthly agendas adjust as data comes in. Month 6 is a full strategic review and planning for the next arc.
Three options. No contracts. Start where it fits.
Aberrant doesn't lock clients into contracts. We earn the next month every month. The recommended tier is $4,500/month — which brings our Director of PPC onto the account. The scope is deliberately broad: whatever needs to happen to make this successful, we do it.
- +Page re-optimizations as needed
- +New page & landing page creation
- +Conversion rate optimization
- +Link building & editorial PR
- +Google Business Profile optimization & expansion
- +Review solicitation system
- +Website work & ongoing site optimization
- +PPC management (Google Ads)
- +Success story & case study creation
- +Custom AI coding across priority pages
- +Monthly agenda shared in advance
- +Whatever needs to happen to win — we do it.
- +Everything in Option 01
- +Dedicated PPC Director on the account
- +20 years of paid search experience
- +Advanced bid & audience strategy
- +Quality Score & landing page alignment
- +Competitive intelligence & gap analysis
- +Attribution modeling across channels
- +Recommended if paid search scale is a priority
- +Built on Elementor for flexibility Ryan can maintain
- +StoryBrand narrative framework throughout
- +Design inspired by best-in-class PA sites
- +All existing pages migrated — no content loss
- +Transcription service included at no extra cost
- +Mobile-first emergency-lead UX
- +Schema & technical SEO baked in
- +Fast page-speed foundation
- +Integrated success story system
- +Vertical-specific landing page templates
- +Stackable with Option 01 or 02
Paid Media Budget (inserted a chart to impress your neighbor)
| Line Item | Paid To | Monthly | Notes |
|---|---|---|---|
| Services (Option 01) | Aberrant Marketing | $4,000 | All-inclusive, no hidden fees, no contract |
| Services (Option 02) | Aberrant Marketing | $4,500 | Adds a dedicated PPC Director |
| Language Translation (Optional) | Aberrant Marketing | +$300 | Mandarin & Asian-market translation given site word volume |
| Website Rebuild (Option 03) | Aberrant Marketing | $6,000 one-time | Separate project · Elementor · transcription service included |
Note on PPC ad spend: Aberrant's pricing does not include ad spend paid directly to Google. PPC dollars are invested based on Ryan's direction and Philip's approval, informed by historical spend analysis and CallRail data once it's in place. We don't recommend a set budget until we've evaluated what has and hasn't worked. Every dollar tracked, every dollar defensible.
Senior directors running tip-of-the-spear strategies
Aberrant is not a typical agency. We're a team of highly experienced directors — each of us already holds senior roles at major marketing agencies running budgets in the seven and eight figures. We gathered under one roof to take what we learn at that scale and apply it to a small, hand-picked client roster. You get true tip-of-the-spear strategy — tested first in the most competitive verticals online — without the agency-tier price tag.
Your primary strategic contact and the person doing the bulk of the work. By day, Rob is Director of Strategy at one of the largest legal marketing agencies in the country, managing $700K–$1M/month in SEO spend and $6M/month in paid media across 200+ law firms. He takes everything that works in the PI arena — the most competitive vertical in digital — and applies it to UPA.
Currently SEO Director at a medical marketing agency, where she runs content, technical SEO, and link-building at scale. Rhiannon drives the manual page work that competitors have abandoned in favor of AI page factories. This is where UPA's 500-page site gets cleaned up the right way.
20 years of paid search experience across competitive verticals. Owns Google Ads strategy, bid management, landing page alignment, and attribution. When PPC is brought into the account (Option 02), Barret builds the strategy from UPA's historical data first — never on guesswork.
Ryan Palevsky, UPA's Marketing Director, is the person we report to throughout this engagement. Every monthly agenda is reviewed with Ryan. Every adjustment runs through him. His internal initiatives drive our priorities — our job is to make his plan succeed.
We measure success in real business outcomes, not ranking reports
A #1 ranking that doesn't produce inquiries is a vanity number. Our entire reporting cadence connects spend to qualified leads to real revenue — so every dollar has a clear line of sight to what actually moves the business.
Leads, Not Rankings
Our dashboards tie every lead, call, and form submission back to its source. You'll see what's working and what isn't — in dollars, not positions.
Senior Hands on the Work
No junior handoffs. Rob, Rhiannon, and Barret execute the work themselves and stay in direct communication with UPA's Marketing Director.
Editorial Authority Over Tricks
Link building through PR, expert commentary, and real publication placements. Never PBNs, directories, or link schemes that put the site at risk.
Built for AI Search
ChatGPT, Perplexity, and Gemini are increasingly the first search. Every page is built to be cited by LLMs, not just ranked by Google.
Conversion-Obsessed
Driving traffic without fixing the funnel is lighting money on fire. We A/B test forms, CTAs, and page structure continuously.
The first public adjuster to do digital right in New York wins the next decade.
Philip said it best in our meeting: no public adjuster in New York is doing digital properly today. That's not a gap — that's a category-defining opportunity. UPA already has the $1B authority, the ABC7 recognition, the 500 pages, the tri-state footprint. What's missing is the packaging, the tracking, and the execution discipline that turns all of that into a predictable inbound engine. Aberrant Marketing is built to ship that — starting the week we kick off.
Let's Kick Off →Rob Claybon · CEO, Aberrant Marketing · rob@aberrantmarketing.com · (440) 390-8382