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Invest in This: How Universal Funding Increased Traffic by 249% with Conductor

Learn how one of our favorite Women in Search, partnered with Conductor to refresh her brand's website in just eight weeks—finding massive success in traffic, conversions, and pageviews.

About Universal Funding

Spokane, WA
Company Size
< 1,000
Financial Services

Universal Funding is a private funding source that has financed thousands of businesses by assisting in the strenuous task of acquiring capital to grow exponentially.


Universal Funding needed a strong digital presence and solid organic marketing strategy to ensure potential customers could find them online. This was no simple feat to achieve with a marketing team of only one: Pam Wallace, Universal Funding’s Director of Marketing. Pam’s extensive background in marketing positioned her for success, but she knew she needed an expert SEO strategy to succeed in optimizing Universal Funding’s website for increased organic visibility. With support from Conductor Customer Success Manager Michelle Masood and our end-to-end organic marketing platform, Universal Funding was set up for search success.

The Challenge

When Pam started her SEO journey at Universal Funding, the website hadn’t been refreshed in five years. Because of this, traffic on the website was stagnant. Pam outsourced a web developer to help with quick fixes, but it wasn’t enough to substantially improve Universal Funding’s website performance. Conversion rates and site traffic remained flat. Universal Funding is a small, niche brand that competes with large competitors like BlueVine and FundBox, so finding realistic opportunities to win valuable real estate on search engine results pages is vital to its success.

The Universal Funding site was also flooded with broken links and crawlability issues. Pam knew that she needed an enterprise organic marketing platform to help her improve site performance, so she started her evaluation process.

Pam utilized another SEO platform, but found that without a strong background in SEO, she was unable to get much use out of the tool. To improve rankings and traffic, Pam needed a platform with expert-level functionality, an intuitive UI, and excellent customer support to help her achieve her goals. As a result, after only six months, she switched to Conductor.

With Conductor, Pam kicked off a website refresh plan to improve content performance and rankings. In order to complete a full website refresh in time for Google’s next algorithm update, she needed a hand. Together, Pam and the Conductor team worked to tackle the monumental task of refreshing Universal Funding’s website in just eight weeks.

The massive success we’ve seen in search has all been made possible by Conductor.

Pam Wallace, Director of Marketing, Universal Funding (opens in a new tab)

How Conductor Helped

Conductor was able to identify and prioritize issues like speed performance issues, site links, and thin pages. Once fixes were in place, the Conductor team helped Pam QA test the site before launch to ensure all issues were resolved. This process guaranteed that the previous site’s “baggage”—like broken links and pages that took too long to load—would no longer arise as new site updates were made.

Pam used Conductor’s Explorer feature to conduct keyword research and pinpoint the best opportunities to rank for. Then, Pam used Conductor’s Content Guidance feature to create fresh content that she knew would perform well in search rankings.

Pam also used Conductor’s Content Activity Reporting to automatically detect and report how Universal Funding’s new and updated content affected their rankings and revenue, making it easy to implement content best practices while diagnosing site issues before they escalated into serious problems. This team of one was now supported by Conductor’s award-winning customer support team of SEO experts.

I’m a marketing team of one, and my specialty is not in SEO. Conductor is the only platform both sophisticated enough to execute an SEO strategy and user-friendly enough for a non-SEO to get value out of it.

Pam Wallace, Director of Marketing, Universal Funding (opens in a new tab)

The Results

Conductor and Universal Funding began planning a site relaunch in April of 2021, and, within just eight weeks, its optimized site was up and running. This task would never have been possible for most small marketing teams—but with the support of Conductor, Universal Funding’s team of one got the job done. Pam and Conductor worked together to ensure the site refresh was a massive success.

After the refresh, Universal Funding’s site sessions increased by 102%. Their page views grew by 249%, and their organic traffic increased by 92%. Since partnering with Conductor, Universal Funding’s conversion rate from organic traffic increased by a monumental 3400%. With the help of Conductor’s platform and a team of experts, Universal Funding is now positioned to meet their future customers where they search and help more companies get the financing they need to grow.

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