Case Study
Building a search presence from the very first day.
Case Study
Roundhill Financial
Roundhill Investments · Investment Management
Service
Content Strategy & SEO
Industry
Financial Services
Starting with a blank slate — and doing it right from the beginning.
Most companies try to retrofit SEO onto a site that's already been built with existing content habits baked in. Will Hershey and the Roundhill Investments team did something different: they engaged Lucas James at launch, before their site had any history at all.
The advantage of starting from day one is that there's nothing to undo. No existing content that contradicts the strategy. No technical debt. No legacy decisions to work around. Roundhill had the rare opportunity to build their organic presence the right way from the very start — and Lucas James helped them do exactly that.
Working directly with Lucas and Christian, the Roundhill team developed a comprehensive content strategy and built search optimization into everything they published. The result was a growing organic presence that treated SEO not as a checkbox, but as a genuine competitive advantage in a space where most competitors do it badly.
"Having the ability to work with Christian and to work with Lucas has really proved invaluable for us thus far."
Will Hershey · Co-founder & CEO, Roundhill Investments
Day 1
Engagement Start
Brought in at site launch, not after
2-Part
Approach
Content strategy + search optimization
Direct
Access
Working with Lucas & Christian personally
Growing
Organic Presence
Built to compound from launch
A lot of people think of SEO as being commoditized. I wouldn't say that when you look at what Lucas James is doing and how helpful they've been to us thus far.
Will Hershey
Co-founder & CEO, Roundhill Investments
What Worked
Built Right from Day One
Rather than inheriting a site with bad habits, Roundhill started with a clean slate. By engaging Lucas James at launch, every content and technical decision was made with SEO in mind from the beginning.
Content Strategy, Not Just Publishing
Lucas James didn't just tell Roundhill what to write — they helped formulate a content strategy that made sense for their audience, their industry, and their goals. Purposeful content, not content for content's sake.
Search Optimized Everything
SEO wasn't layered on top as an afterthought. It was woven into every aspect of what Roundhill published and how they structured their site — making the whole organic effort coherent.
Direct Access to Decision Makers
Will and the team worked directly with Lucas and Christian — not an account manager or junior staffer. The people executing the strategy were the same people who designed it.
SEO as Competitive Edge
In financial services, most firms treat SEO as a commodity. Roundhill didn't — and Will was clear that what Lucas James does is anything but commoditized. Real strategy, not checkbox optimization.
A Foundation That Compounds
An organic presence built correctly from launch has advantages that grow over time. Roundhill's investment in getting it right early creates a moat that gets wider with every month that passes.