Empathy Organic Growth Opportunities

A massive library of localized guides providing specific instructions on where and how to file probate documents in every US county. These pages bridge the gap between general legal advice and the hyper-local reality of court clerks, e-filing portals, and local filing fees.

Example Keywords

• "probate court [County] [State]"
• "file probate in [County] [State]"
• "probate clerk [County] phone number"
• "letters testamentary [County] [State]"
• "probate e-filing [County] [State]"

Rationale

Probate is a hyper-local process, yet most online information is generic at the state level. By providing specific county-level data, empathy.com can capture high-intent users at the exact moment they are ready to begin the legal process.

Topical Authority

The domain already has a robust /probate cluster with 66 URLs and significant traffic, signaling to search engines that it is a trusted authority for estate administration logistics.

Internal Data Sources

Use Care Team playbooks on common filing blockers, internal task-sequencing logic, and live-scraped data from county court websites and e-filing portals.

Estimated Number of Pages

30,000+ (Covering 3,100+ US counties with multiple intent-based variants per location)

A comprehensive directory of state and county-specific instructions for ordering certified death certificates, tailored by the requester's relationship and urgency. These pages provide the exact eligibility requirements, fees, and processing times for every jurisdiction.

Example Keywords

• "order death certificate [County] [State]"
• "certified death certificate [State] online"
• "death certificate processing time [State]"
• "how many death certificates do I need"
• "apostille death certificate [State]"

Rationale

Obtaining death certificates is the universal first step for all estate tasks, from insurance claims to bank closures. Owning this entry point allows empathy.com to funnel users into its broader ecosystem of services early in the journey.

Topical Authority

Empathy's existing /immediate-arrangements and /searching-documents clusters provide a strong foundation for document-related authority in the end-of-life space.

Internal Data Sources

Leverage internal data on the average number of copies needed for different estate types and Care Team insights on navigating bureaucratic delays.

Estimated Number of Pages

20,000+ (Covering all US states and counties with variants for online, mail, and in-person requests)

State-specific guides for handling vehicle titles, registrations, and sales after a death, segmented by ownership type and relationship. These pages provide clear checklists for transferring titles for cars, boats, and motorcycles without the need for a lawyer.

Example Keywords

• "transfer car title after death [State]"
• "sell car from estate [State]"
• "DMV deceased owner title transfer [State]"
• "can executor sell car [State]"
• "transfer boat title after death [State]"

Rationale

Vehicle transfers are a common but confusing administrative hurdle for almost every family. Providing clear, state-sanctioned steps captures users looking for practical, non-legalistic solutions to asset management.

Topical Authority

The domain's /property-assets and /bills-debt clusters already establish expertise in managing a loved one's physical and financial assets.

Internal Data Sources

Utilize internal asset inventory schemas and Care Team logs regarding common friction points with state DMVs and lienholders.

Estimated Number of Pages

5,000+ (Covering 50 states with multiple scenario-based variants for different vehicle and ownership types)

A massive operational library covering the closure, memorialization, or transfer of thousands of digital accounts, from social media to niche fintech and subscription services. This play addresses the modern reality of a person's vast digital footprint.

Example Keywords

• "delete [App Name] account after death"
• "memorialize [Platform] account"
• "close [Fintech App] account after death"
• "transfer [Rewards Program] points after death"
• "access [Email Provider] after someone dies"

Rationale

While most sites cover Facebook or Google, families struggle with the 100+ other accounts a loved one may have had. Dominating the long-tail of digital legacy queries builds massive top-of-funnel visibility.

Topical Authority

Empathy's /managing-accounts and /identity-theft-prevention sections already signal to Google that the site is an expert in digital afterlife management.

Internal Data Sources

Use live-scraped data from platform help centers and internal identity-protection scripts to provide the most up-to-date instructions.

Estimated Number of Pages

300,000+ (Covering tens of thousands of apps and services with multiple action-based intents)

A programmatic B2B library that provides industry-specific and role-specific blueprints for designing and implementing bereavement support programs. These pages target HR and Benefits leaders looking for concrete implementation strategies rather than just theory.

Example Keywords

• "bereavement care platform for [Industry]"
• "grief support benefit for hourly workers"
• "bereavement vendor comparison"
• "manager script for employee bereavement"
• "multi-state bereavement policy compliance"

Rationale

By moving from general thought leadership to specific implementation blueprints, empathy.com can capture high-intent B2B buyers during the vendor evaluation and program design phases.

Topical Authority

With 40 URLs in /employer-resources and a deep library of reports and webinars, Empathy is already a recognized leader in the corporate bereavement space.

Internal Data Sources

Incorporate proprietary data from Empathy's annual reports, webinar transcripts, and LinkedIn-sourced industry data to create highly differentiated B2B content.

Estimated Number of Pages

15,000+ (Covering dozens of industries, roles, and workforce models across multiple geographies)

Improvements Summary

Build a /funeral/ hub-and-spoke structure that links core planning pages (headstone costs, officiant, wake, attire, obituary vs death notice) with religious tradition guides, and add “related guides/next step” blocks across spokes. Expand each page with SERP-matching sections (tables, templates, checklists, and FAQ blocks) and add FAQ schema where queries are question-led.

Improvements Details

Rewrite titles/H1s and add jump-to TOCs around primary terms like "average cost of a headstone," "funeral officiant," and "are obituaries required," then expand content to capture long-tail variants via comparison tables (e.g., headstone materials/installation fees; obituary vs death notice differences), pricing ranges, and scenario-based guidance. Add E-E-A-T elements (named author/editor review, updated dates, and citations for cost/legal claims) and tighten internal links: hub → "average cost of a headstone" and "funeral officiant fees," tradition pages → "what to wear to a [faith] funeral," and obituary page → wake + officiant.

Improvements Rationale

Most pages currently cover a narrow keyword set, while the SERPs reward comprehensive guides that answer People Also Ask questions; adding targeted sections and FAQs expands long-tail impressions and improves relevance. Low-competition religious tradition queries are likely to move from page 2 to page 1 quickly and can pass authority through internal linking, while more competitive pages (headstone costs, officiant) need stronger differentiation (tables, original data/tools) and clearer on-page alignment to compete.