Case Study · Website Transformation
A complete digital transformation for the Cash-Neill Family website. We took the family’s existing site and rebuilt the entire experience from the ground up - the crest, the history and the people it’s for, untouched.
The homepage. Every page got the same treatment - tap any page below to compare it full screen.
The Challenge
Before a pixel changed, we went through the old site page by page. Six things stood between the family and the story it has to tell.
A stock Wix template didn’t reflect a family with a real crest, a real motto and four generations of documented history.
The site worked on a phone, but nothing about the phone layout felt considered - and that’s where most family members open it.
Joining the monthly call, filling out the directory and reading the newsletter weren’t obvious next steps - and the newsletter page said “Coming Soon.”
The crest’s meaning and the family’s own artists were real stories - one buried in text, the other living on a separate free page off the family’s own site.
The hidden layer search engines read never said who this family actually is - no organization, no family facts, nothing dated past 2022.
Call times, reunion history and family facts weren’t in a form AI assistants can read, so they had nothing to work with if a relative asked.
The Audit
We saved a copy of the old site and audited it - and we’ll tell you what it did right, too. Here is the honest scorecard, old versus new.
Every row above was checked on saved copies of both sites, captured the same day. Where the old site already did something right - a sitemap, robots.txt, even an AI-facing llms.txt file - the table says so.
Tap a page to open the full-screen comparison - live sites, drag to reveal.
Mobile First
So the redesign was built for the phone first. The left screen is a same-day capture of the old site at iPhone size. The right screen is the new site itself, loaded live at phone size.
On the new site, every action above is one tap from any page - the monthly call, the directory form, the shop and the family tree.
What Visitors Don’t See
Anyone can make a website prettier. The layer underneath - the one Google, Siri and ChatGPT actually read - is where this redesign does its quietest work.
What most small organizations have and never know it
What we give every client
We didn’t just redesign what people see.
We rebuilt what Google and AI systems see too.
Every figure above was counted on saved copies of both sites, captured the same day. We don’t promise rankings - nobody honestly can. We build sites that search engines and AI assistants can actually read, which is what rankings are built on.
The Scope
Here is what was actually delivered.
All 9 pages designed around the family’s own crest and colors - not a template with new colors.
Layouts tuned separately for small screens, where most of the family will actually open this.
25 documented family members across 5 generations, sourced from the family’s own charts and records.
Archival photos - a 1950s family portrait, historical documents - woven through the site, not stock images.
Organization, the monthly call, a structured FAQ and 25 family-member records machines can read.
Titles, descriptions, headings, canonicals, sitemap and robots directives on every page.
Replaced a “Coming Soon” placeholder with a real, readable quarterly archive.
Call schedule, directory instructions and family facts structured so assistants can quote them.
Built for the Actual Family
Instead of treating this like a generic small-business template, the new site gives each part of what the family actually does its own place to shine. Tap any of them to compare that page, before and after.
Each card above is a real page on the new site, with its own content and its own path to the family store, the tree or the next call.
Launch Readiness
No made-up traffic charts. Just what is finished, checked and live today.
The Transformation, At a Glance
Static pages
Dated template look
Reunion info stuck on 2022
Newsletter marked “Coming Soon”
Hard for AI assistants to read
Family artists lived on an outside page
Real family photography throughout
Designed around the family’s own crest
Reunion history current through 2025
Newsletter archive fully live
Readable by Google & AI
Family artists on the family’s own site
The Scope
Typically, each piece is separate
Design
Development
SEO setup
Copywriting
Hosting
Maintenance
Every future edit
One relationship, everything included
Complete redesign, delivered fast
Hosting & SSL included
Unlimited edits - you text it, we ship it
Family tree research & structuring
Search & AI setup, kept current
Maintenance & monitoring
Real human support by text
Pricing is worked out directly for what a build actually needs, not published as a flat number here.
How It Works
Send the link to the site you have today. That’s the whole assignment.
Design, structured data, and the full search & AI setup - typically inside 48 hours.
You review your new site at a private link - exactly like this page - before it ever replaces your current one.
