Master Action Plan
48 recommendations organized by priority tier
Do Now
7
recommendations
This Week
20
recommendations
This Month / Quarter
15
recommendations
Backlog
6
recommendations
High/critical impact, low effort items
Secure GA4, GSC, and Google Ads access to unblock data-driven analysis
Fix pricing inconsistencies across product pages -- Life Hub shows $49/mo with 14-day free trial while main site shows $...
CRITICAL: Fix incomelab.io domain -- all variants return 405 Not Allowed (not redirecting at all). Also fix http://www.i...
Surface Cetera partnership on homepage and key pages. 12,000-advisor network is a major credibility signal but is comple...
Remove duplicate jQuery loading. Theme hardcodes jQuery 3.6.1 from Google CDN; WordPress enqueues jQuery 3.7.1. Remove t...
Add email capture to blog and resources pages. Zero email capture exists anywhere on the site. Even a simple newsletter ...
Add named author bylines with credentials to all written content. Every post attributes to generic 'Income Lab'. No indi...
Fix pricing page FAQ -- lorem ipsum placeholder text visible to prospects. Immediate credibility killer on a $1,850/yr p...
Create G2 profile and launch review generation campaign. Income Lab has ZERO presence on the #1 B2B software review plat...
Secure GA4, GSC, and Google Ads access to unblock data-driven analysis
Fix pricing inconsistencies across product pages -- Life Hub shows $49/mo with 14-day free trial while main site shows $189/mo suite with $20/30-day trial. Tax Lab shows $139-$159/mo. Confusing for prospects.
Verify: Confirm whether standalone product pricing is intentional vs outdated pages
CRITICAL: Fix incomelab.io domain -- all variants return 405 Not Allowed (not redirecting at all). Also fix http://www.incomelaboratory.com double redirect chain (2 hops instead of 1). Old domain backlink equity is being lost.
Verify: Confirm who controls incomelab.io DNS (Manuel Balderas / CTO)
Fix pricing page FAQ -- lorem ipsum placeholder text visible to prospects. Immediate credibility killer on a $1,850/yr product. Replace with real FAQ answers (cancellation, overlay positioning, integrations, data security, onboarding, support staff pricing).
Replace $20 paid trial with 14-day free trial (credit card required at signup for opt-out conversion). Income Lab is the ONLY product in the category charging for a trial. Every competitor offers free trials. Income Lab's own Life Hub has a free trial. The inconsistency creates confusion and conversion friction.
Verify: Requires engineering change to billing flow
Create G2 profile and launch review generation campaign. Income Lab has ZERO presence on the #1 B2B software review platform despite being #1 in T3 survey for 3 years. Capterra profile exists but has 0 reviews. When advisors Google 'Income Lab review', they find empty profiles. Target: 10-15 genuine reviews in 4-6 weeks.
Kill or dramatically reduce Instagram effort. 947 posts for 542 followers is terrible ROI. Reallocate that content creation effort to LinkedIn (company + personal accounts for Justin, Derek, Johnny) where B2B advisor audience actually lives.
Create comparison/alternative pages: Income Lab vs RightCapital, vs MoneyGuidePro, vs Covisum, vs eMoney. RightCapital has 7+ comparison pages; Income Lab has ZERO. This is the single largest competitive content gap.
Audit trial signup conversion funnel -- identify drop-off points in $20 trial flow. Trial goes directly to app registration with no separate landing page.
Verify: Need GA4 data to quantify drop-off. Can start with heuristic review.
Complete: Technical SEO audit done (T010). 22 action items identified. PSI lab scores still needed (API quota exhausted). Key findings: incomelab.io broken (405), duplicate jQuery, zero WebP, 7 render-blocking scripts, 14 pages missing meta descriptions, FAQPage schema missing on /pricing/, /demo/ missing from sitemap.
Verify: PSI lab scores needed when API quota resets
Improve pricing page title tag from 'Pricing | Income Lab' to keyword-rich title (e.g., 'Retirement Planning Software Pricing for Advisors | Income Lab')
Add SoftwareApplication and AggregateRating schema markup to product pages. Add FAQPage schema to pricing page (6 FAQs already exist, just no markup).
Surface Cetera partnership on homepage and key pages. 12,000-advisor network is a major credibility signal but is completely hidden from public site (only accessible via direct /pricing/cetera/ URL).
Verify: Check if there are co-marketing restrictions in the Cetera partnership agreement
Add email capture to blog and resources pages. Zero email capture exists anywhere on the site. Even a simple newsletter signup bar would open an entire lead nurture channel. 154 blog posts generating traffic with no way to capture non-ready-to-buy visitors.
Verify: Need to identify email platform (Mailchimp, HubSpot, etc.)
Transcribe and enrich top 10-20 webinar posts. ~50% of blog is YouTube embeds with 17-85 words of indexable content. Add 1,500+ word written summaries, headings, key takeaways, timestamps, and product links. Could double indexable content overnight. Start with highest-value topics: Social Security masterclass series, AI workflow webinar, guardrails webinars.
Add named author bylines with credentials to all written content. Every post attributes to generic 'Income Lab'. No individual bylines despite having experts (Justin Fitzpatrick, Derek Tharp). Critical E-E-A-T failure for YMYL financial planning content.
Add contextual product links to every article. Tax articles don't link to Tax Lab. Guardrails articles don't link to product features. SS articles don't link to SS Optimizer. Only 2 of 8 sampled posts had any in-body product links.
Redirect or consolidate 6 duplicate blog posts (3 with '-duplicate' suffix, 3 with '-2' suffix). These dilute SEO signal and create confusion.
Verify: Verify the -2 suffix posts aren't legitimate Part 2 series
Batch update alt text on all blog images. Nearly all images have empty alt='' attributes (6 of 8 sampled). Accessibility failure and missed SEO signal across 150+ pages.
Create 5 comparison pages targeting highest-intent keywords: Income Lab vs RightCapital, vs eMoney, vs Covisum, vs MoneyGuidePro, vs Income Solver. Income Lab has zero comparison pages while RightCapital has 11+. Income Solver (T. Rowe Price, launched Jan 2026) is emerging threat needing preemptive comparison content.
Create 'Best Retirement Planning Software for Advisors [2026]' buyer's guide. High-intent keyword with no Income Lab content. Third-party sites list inaccurate alternatives (QuickBooks, FreshBooks). Own this narrative.
Leverage Derek Tharp's dual role as Lead Researcher at Kitces.com. This is Income Lab's single biggest underutilized distribution advantage. Systematize: 1) Kitces guest posts monthly, 2) LinkedIn thought leadership from Derek's personal account, 3) Podcast guesting for Derek targeting advisor audience.
Verify: Confirm Derek's bandwidth and any conflict-of-interest considerations with Kitces role
Systematize Justin Fitzpatrick podcast guesting at 2-3 per month. Justin has MIT PhD, Harvard/UCLA faculty credentials and strong Morningstar/industry presence, but appearances are sporadic not systematic. Target: Financial Advisor Success, Retirement Tax Services, XYPN Radio, The Efficient Advisor, Rational Reminder.
Evaluate website platform migration: Webflow + HubSpot Marketing Hub hybrid recommended. Current WordPress/Bluehost shared hosting is unusual for funded SaaS. Webflow handles site ($39/mo), HubSpot handles CRM/automation (starts free). Full analysis in research/platform-evaluation.md.
Verify: Requires strategic decision -- present options to leadership
Add annual/monthly toggle with 'Save 18%' badge to pricing page. Income Lab's 18% annual savings is competitive but not prominently displayed. Table stakes for SaaS pricing pages.
Submit Income Lab for WealthManagement.com Wealthies awards. No nomination found despite T3 #1 and Kitces Stand Out. Low effort, medium impact for credibility.
Verify: Check nomination window dates
Hire Content Marketing Manager as first marketing hire ($80-110K). Current team (1 person + 1 agency) is significantly understaffed for $5-10M ARR SaaS (benchmark: 4-6 people). Content is the highest-leverage gap. Second hire: Demand Gen Manager ($90-120K). Third: Partnerships Manager ($85-115K).
Verify: Requires budget approval
Develop category-creation content strategy: 81% of advisors don't use retirement distribution tools. Opportunity to define the category, not just win within it. Income Lab and FP Alpha account for nearly all category growth.
Build keyword gap analysis against RightCapital and Covisum to identify organic growth opportunities
Verify: Blocked on GSC access for current performance baseline
Assess brand defense posture in Google Ads. RightCapital confirmed bidding on competitor terms (MoneyGuidePro keyword parameter in their comparison chart URL). Need to check if anyone bids on Income Lab terms.
Verify: Blocked on Google Ads access
Leverage Cetera partnership in marketing. Add Cetera logo to homepage, create partnership announcement content, use as social proof in enterprise sales conversations.
Verify: Need to understand Cetera partnership terms and co-marketing rights
Create case studies with quantified outcomes. Zero case studies found on site. Competitors like RightCapital use advisor switching case studies as high-intent content.
Add social proof to AI tools pages. 4 AI tool pages (Plan Builder, Interviewer, Assistant, Scribe) have zero testimonials, usage stats, or customer quotes. Newest and most differentiating features have weakest proof.
Create 'Best Retirement Planning Software for Advisors' listicle/comparison guide. Third-party aggregators (Capterra, SoftwareWorld) list wildly inaccurate alternatives (QuickBooks, FreshBooks). Income Lab can own this narrative with authoritative content.
Target MoneyGuidePro switching advisors. MGP declined from 30.3% to 18.6% market share (2021-2025). Create 'Switching from MoneyGuide' content showing how Income Lab complements their new platform choice.
Remove duplicate jQuery loading. Theme hardcodes jQuery 3.6.1 from Google CDN; WordPress enqueues jQuery 3.7.1. Remove the Google CDN copy from the theme header. Saves ~90KB and prevents version conflicts.
Verify: Test that theme JS still works with only WP jQuery 3.7.1
Convert top images to WebP format, starting with hero-home.png (1.9MB). 10 images over 1MB, 22 over 500KB, zero WebP adoption sitewide. Consider ShortPixel or Imagify plugin for automated conversion.
Add /demo/ to page-sitemap.xml. Primary conversion page is not in sitemap. Check Yoast settings -- may be set to noindex or excluded.
Add defer/async attributes to non-critical scripts: lottie-web (156KB), swiper-bundle, animations.js. Currently 7 render-blocking scripts in head. These three are safe to defer.
Verify: Test that animations and carousels still trigger correctly with deferred loading
Fix highPrice schema value on /pricing/ and /retirement-gps/ -- currently $12,009.60 (looks like 10-user total). Should be per-unit highest price. May cause rich result rejection.
Add 4 missing security headers via Cloudflare Transform Rules: Content-Security-Policy, X-Content-Type-Options, Referrer-Policy, Permissions-Policy. No WordPress changes needed.
Verify: Need Cloudflare access or CTO involvement
Remove WordPress version from generator meta tag and restrict REST API unauthenticated access (278 routes currently exposed). Security hardening items.
Verify: Check with CTO if any integrations rely on public REST API access
Evaluate agency performance and scope -- determine if current agency is optimally allocated
Verify: Need to identify agency and understand current scope before any recommendations
Remove user-scalable=no from viewport meta tag. Prevents pinch-to-zoom on mobile, which is an accessibility concern and may impact mobile usability scores.
Disable xmlrpc.php access (WordPress attack vector). Should be blocked at Cloudflare or .htaccess level.
Verify: Check with Manuel Balderas (CTO) if there are integrations relying on xmlrpc
Review ai-train=yes Content-Signal in robots.txt. Currently permits AI training on all site content. May want to reconsider if content strategy relies on proprietary insights.
Verify: Strategic decision -- may be intentional for brand visibility
Monitor Income Discovery as emerging competitor. AI-first positioning (AIDA agent) and SafePath guardrails directly overlap with Income Lab. 148K retirees, $150B AUM.
Monitor RightCapital's retirement distribution feature buildout. They're adding guardrails and dynamic spending features that were 'once limited to niche decumulation software' -- direct encroachment.