Findings from a complimentary strategy session with Jack Wilson (Cureline) conducted by Mark Hope (Asymmetric Applications Group). The audit reveals a website that is effectively invisible to buyers and not designed to convert the limited traffic it does receive.
Related client: [1]
Related meeting: [2]
Related strategy: [3]
| Metric | Value | Benchmark Context |
|---|---|---|
| Monthly organic visits | 49 | Very low for a 22-year-old company |
| Domain rank | 35 | Modest but workable — not miserable |
| Backlinks | ~1,000 | Provides a foundation to build from |
| Organic keywords ranking | 36 | Extremely limited |
| Commercial-intent keywords | 0 | No visibility to active buyers |
Cureline ranks for keywords that carry no commercial or transactional value. The four search intent types are informational, navigational, commercial, and transactional — only the latter two drive qualified buyer traffic. Cureline has zero presence in either category.
87% of all traffic lands on the homepage.
This is a strong signal of poor internal linking and near-zero service-page visibility. A healthy site distributes traffic across service and product pages, allowing buyers searching for specific offerings to land directly on the relevant page. When traffic funnels almost entirely to the homepage, it means:
The fix requires building out and optimizing individual service pages (e.g., histopathology, oncology sample collection) so they can rank independently and capture bottom-of-funnel traffic directly.
The site is not designed to capture leads. As noted in the session:
"It sort of talks about what you do, and they have to go to some pain to try to figure out how to buy it."
Key conversion deficiencies:
- No clear calls-to-action on service pages
- No lead capture forms or low-friction inquiry paths
- No apparent conversion rate optimization (CRO) applied to any pages
Cureline's website is managed by an outsourced development firm. Jack Wilson confirmed that even routine changes require going through an external vendor, creating delays and reducing agility. The internal team has no developer on staff.
This creates a compounding problem: even if SEO improvements are identified, implementing them is slow and dependent on a third party.
Recommended resolution: A full website rebuild on a CMS that gives Cureline direct control (e.g., WordPress, Webflow). This would eliminate the vendor bottleneck and allow the team — or an agency partner — to make updates, publish content, and iterate on CRO without delays.
Jack Wilson noted the current site also underserves his primary focus area (histopathology), which has no meaningful presence in the current architecture.
Two proposals were scoped following this audit:
Jack Wilson expressed a strong personal preference for Option A as the highest-ROI starting point, citing a poor experience with a previous cold email vendor that was terminated this quarter.