Case Study · Website + Membership Platform
Zeena and Geancarlo Carmona are licensed wealth strategists in Fremont, CA. They had no website at all. We built Celestial Wealth Solutions from nothing: a goal calculator, a free-for-life membership with 8 courses, 19 tools, badges and a live meeting room, and a full CRM back office with GoHighLevel built in.
The Starting Point
Zeena and Geancarlo had no digital presence built for a decision as slow and personal as planning a family's retirement or a child's future. Here is what was missing before this build existed.
A parent wondering what $100 a month could grow into for their kid had nowhere to go plug in their own numbers and see an answer.
Nothing built trust before a sales conversation - no courses, no tools, no reason to believe an IUL pitch before ever talking to a strategist.
Most people are not ready to commit the day they look. With nothing to return to, that interest just evaporated.
A brand-new domain with nothing published yet - invisible to Google, ChatGPT, or anyone asking an AI assistant for a recommendation.
No CRM, no pipeline, no way to see who was warm, who needed a call, or who had gone quiet.
Nothing on the internet established that Zeena and Geancarlo are licensed, practicing co-founders - just two names people would have to take on faith.
The Build, Measured
With nothing before it, this build is judged on its own numbers - a real Lighthouse run against the live homepage, plus the site's own source files and HTTP headers, checked directly.
There is no archived old site because there was no old site.
What Was Built · The Public Site
The public site is the lead magnet. A visitor picks who they're planning for, gets a real projected number in under a minute with no email required, and can keep going into a guided six-step conversation that becomes a saved lead. Tap any page to see the actual screenshot full size.
Inside the Members Area
Anyone who runs the calculator can join free for life, no card and no trial. Once inside, they land in a real membership: a dashboard with a live progress ring, 8 courses with real lessons and a printable certificate on completion, 19 interactive money tools, badges, levels, a public leaderboard, a community, private messaging straight to a founder, a live meeting room, and their own profile - all built to keep a lead coming back long after the first visit, instead of going cold.
Every calculator run and every chat conversation lands here automatically as a real member account, gamified from the first login, with a direct line to message a founder and a real certificate waiting at the end of every course - not a separate system bolted on after the fact.
What a member actually gets
The free calculator is the front door, not the whole house. Here is everything behind it, and what each piece is for.
One question at a time, then a reward reveal: the monthly amount that reaches the goal, milestones along the way, a cost-of-waiting line showing what delay actually costs, and a compliance notice on every result. Each finished plan gets its own private page a parent can text to a partner or a grandparent - so the next visitor arrives already looking at a number rather than a homepage.
Am I on pace, what the plan says, the projected value at 65, and a ten-second button to log the month. The question a parent actually has, answered on sight.
Short lessons written in plain language for a phone screen, a 40-question bank, and a printable certificate plus points for a pass.
Linked from the lessons that use them, with what a member types in attached to their account - so the numbers are still there on the next visit.
First Light through Celestial, driven by points, with confetti and a level-up overlay. The small wins that bring somebody back between conversations.
Somewhere for parents to ask the question they would never post publicly, answered in the open so everyone else reading gets the benefit too.
A direct line that is not a public post and not an email thread that gets buried - threaded per member and visible in the back office.
Sessions run inside the membership rather than on somebody else's webinar platform, so the audience stays where the plans and the courses already live.
Marked up so search engines and assistants can quote them - the half of the build that gets found before anyone has heard the name.
The Owner’s Back Office
This is what most website redesigns skip entirely: the system Zeena and Geancarlo actually work out of every day. It is a real CRM built into the site, with 10 tabs and a direct GoHighLevel connection - not a bolted-on spreadsheet.
Every member and lead tracked by status, with a live count and a search across name, email or phone.
Staff-only notes, status changes, and the ability to award points or a badge by hand.
A private integration token connects the CRM the founders already use, with no separate login.
The whole member list exports in one click, and one broadcast reaches every inbox instantly.
What the owner actually runs
The half a website redesign never includes: the screens the practice works out of every day, and what each one is for.
A join is not a name and an email. The goal, the child’s age and the budget the parent chose are already on the member card before the first hello - so the follow-up starts from what they want rather than from scratch.
Signups, plans run and sessions booked on one screen, with the statuses and the list of people nobody has replied to yet.
The full list with statuses, filters and search, plus your own private notes on each person that they never see.
Message the whole membership, a filtered group, or a single member from their card - without exporting a list into a separate email tool first.
Every session request with what was asked for and when the person is free, so booking is a reply rather than a game of phone tag.
Conversations the site had while nobody was watching land here as leads instead of evaporating overnight.
Approve, pin or remove posts and replies from one screen, so the public half of the membership stays something worth being judged on.
Schedule a live session, get the stream link and tell the membership - from the same back office, using your own meeting link.
Your details, your meeting link and your calendar link in one tab, plus a GoHighLevel connection so every lead lands in the CRM already being run.
Built for the Phone
The screen below is not a screenshot - it is the live site itself, loaded right now at phone width. The full page was also captured end to end with an iPhone 13 emulation pass: zero overflow, zero broken layout, every section visible top to bottom.
Tested with a real device-emulated capture from top to bottom of the homepage, plus the live embed above, which loads and scrolls the actual site.
What Machines See
A brand-new domain starts invisible. Here is what was put in place so search engines and AI assistants have something real to read.
Two licensed strategists aren’t just names anymore.
They are structured data Google and AI can actually read.
We don’t promise rankings - nobody honestly can. We build sites that search engines and AI assistants can actually read.
The Scope
Here is everything actually delivered, in one list.
A one-question-at-a-time projection tool, with a guided conversational flow at /start that turns interest into a saved lead.
Every visitor can join with no email wall on the calculator itself and no paywall once inside.
Real course content, not a locked teaser - progress tracked per member.
Beyond the public calculator, 19 more tools live inside the membership.
19 badges across 5 levels, with a real leaderboard both founders are ranked on.
Scheduled group sessions on Zoom, with a live countdown inside the membership and the back office.
Pipeline, private notes, chat leads, broadcast, marketing kit and a direct GoHighLevel connection, all built in.
A public forum, moderated by the founders from the same back office they already work out of.
Built for the Actual Business
Instead of one generic contact form, the site gives each part of Zeena and Geancarlo’s business its own door in and its own way to turn a stranger into a lead.
Each card above opens the real, live page - the same one every visitor and every member actually uses. The membership and back office require an account to view past the login screen.
Launch Readiness
No made-up traffic charts. Just what is finished, checked and waiting for the domain to be pointed at it.
At a Glance
No website, or a single static page
No way for a stranger to self-serve a number
No follow-up system for people not ready yet
Invisible to Google and AI assistants
Leads tracked in a notebook or not at all
No system connected to the CRM they already use
A calculator, a chat intake, a membership, a community
A real number in under a minute, no email required
8 courses and 19 tools keep leads coming back
Structured data built for search & AI
A full CRM pipeline in the back office
GoHighLevel connected directly to the site
The Scope
Custom build, or a revenue-share platform
Design
Development
Membership & course infrastructure
CRM setup and integration
SEO & compliance work
Hosting
Ongoing maintenance
Every future edit
One relationship, everything included
Complete site, membership & back office
Hosting & SSL included
GoHighLevel connected, not billed extra
Unlimited edits - you text it, we ship it
You own the site and the member data
Search & AI setup, kept current
Real human support by text
This was a full membership platform built from a blank domain - a calculator, a chat intake, courses, tools, a community, a live meeting room and a CRM, not just a marketing site.
How It Works
No existing website required. Text us what you do and who you serve. That is the whole assignment.
A lead magnet, a membership, a community and a CRM back office, built around your business, not a template.
You review everything at a private link, exactly like this page, before it ever replaces anything or goes live on your domain.
The questions a business owner actually has before building something like this.
No. There was no prior site. This build started from a blank domain, which is why this case study measures the finished platform against itself rather than an old site.
A lead calculator, a free-for-life membership with 8 courses and 19 tools, badges and a leaderboard, a community, a live meeting room, and a full CRM back office including a GoHighLevel connection. See the scope section above for the complete list.
This build was $1,000 one time and is $497 a month going forward, which includes hosting, the back office and ongoing edits. Custom membership platforms with this much built into them typically run $15,000 to $100,000 or more from a traditional agency.
They get a real projected number in under a minute with no email required to see it. If they want to save the number or book a call, they join free, and everything from there lands automatically in the back office as a tracked lead.
It is a six-step guided conversation, not a static form. It asks one question at a time, includes a short plain-English explainer partway through, and ends with a full profile summary before it ever becomes a lead.
It is a scheduled group session, hosted on Zoom, that shows a live countdown right inside the membership and the back office. A member joins with one tap, and an owner can schedule, edit or cancel a session without leaving the site.
It is a CRM many small businesses already run their calls, texts and pipeline through. We can wire a new site directly into it, so a new lead or a booked call updates both places automatically instead of living in two disconnected tools.
AI assistants like ChatGPT, Gemini and Perplexity are increasingly where people ask for recommendations. If your business isn’t described in a structured way those systems can read, you are invisible to that whole channel, not just to Google.
It is a hidden layer of your page written for machines instead of people: what your business does, your FAQs, your offers, in a format search engines and AI can parse directly instead of guessing from your visible text.
Most visitors are not ready to buy the day they show up. A free membership gives them a reason to come back - courses, tools, badges - so the relationship keeps building instead of going cold after one visit.
We build the visible disclosures and non-guaranteed-rate language a compliance reviewer expects to see on an illustration, and we flag anything that still needs a human legal read before launch. We are not a substitute for your compliance department.
No. We can draft copy from a short conversation about your business and revise it with you. Photos and a logo help, but a build can start without them.
You keep unlimited edits for as long as you are on the plan - you text a change, we ship it. The back office keeps tracking every lead from day one.
Off-the-shelf membership platforms typically charge a flat fee plus a cut of what you sell through them, and you never own the site or the member data. This is built specifically for your business and wired into the CRM you already prefer.
14 questions shown here, drawn from the standard bank and built around what makes this particular platform different - a different mix than our other case studies.
