Case Study · Website + Membership Platform
Sydney Troski is a licensed life and wealth strategist. She had no website at all. We built FamilyFirstPlan.org from nothing: three lead calculators, a free-for-life membership with courses, tools and a community, and a CRM back office where every lead lands - so there is no old site to compare this to, only what got built.
Sydney had no digital presence built for the way people actually decide to buy life insurance: quietly, over weeks, after doing their own math first. Here is what was missing before this build existed.
A family wondering if they could keep the house after a death 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 Sydney before ever talking to her.
Most people are not ready to buy 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 Sydney is licensed in ten states with an active NPN - just a name people would have to take on faith.
With nothing before it, this build is judged on its own numbers - the same full technical audit we run on every site, tracked across the final round of fixes before this page was written.
Measured with Lighthouse 12 and axe-core 4.10 on saved local renders of the exact files running live, plus a strict manual review against 20 named findings. Mobile QA covered 23 routes at 8 widths from 320px to 1920px with zero horizontal overflow and zero console errors.
The public site is the lead magnet. A visitor answers one question about their family, gets a real number in 60 seconds with no email required, and every calculator run becomes a lead in the back office. Tap any page to see the actual screenshot full size.
Anyone who runs a calculator can join free for life. Once inside, they land in a real membership: a dashboard, 14 courses with quizzes and certificates, 31 interactive tools, badges, levels, a leaderboard and a community - all built to keep a lead coming back long after the first visit, instead of going cold.
9 distinct member templates in total - dashboard, community, courses, individual course lessons, tools, messages, badges, profile and certificates - plus direct messaging between members and Sydney, none of it pictured above to keep this section readable.
This is what most website redesigns skip entirely: the system Sydney actually works out of every day. It is a real CRM built into the site, not a bolted-on spreadsheet.
Every member tracked as New, Contacted, Call scheduled, Client or Active, with a live count at each stage.
Staff-only notes, status changes, and the ability to award points or a badge by hand.
Three more admin tabs beyond what is pictured here, all reachable from the same back office.
The whole member list exports in one click, and Sydney can preview the site exactly as a member sees it.
The screen below is not a screenshot - it is the live site itself, loaded right now at phone width. Everything below was also tested at 320, 375, 390, 430, 768, 1024, 1440 and 1920 pixels wide, across 23 routes, with zero horizontal overflow and zero accessibility violations found.
Tested with Playwright and axe-core 4.10 across every public, member and admin route - not just the homepage.
A brand-new domain starts invisible. Here is what was put in place so search engines and AI assistants have something real to read.
A licensed agent isn’t just a name anymore.
She is structured data Google and AI can actually read.
Every figure above was confirmed by parsing the live JSON-LD, fetching robots.txt, sitemap.xml and llms.txt directly, and running Lighthouse SEO on all four public pages. We don’t promise rankings - nobody honestly can. We build sites that search engines and AI assistants can actually read.
Here is everything actually delivered, in one list.
Mortgage protection, final expense and a kids IUL calculator, each a one-question-at-a-time wizard with a real result in 60 seconds.
Every visitor can join with no email wall on the calculators themselves and no paywall once inside.
Real courses with real quizzes - members earn a certificate with a unique code by actually passing.
Beyond the 3 public calculators, 31 more tools live inside the membership.
19 badges across 5 levels, with a real leaderboard ranking active members.
A public forum plus private messaging between members and Sydney.
Pipeline, private notes, call queue, community moderation, CSV export and more, all built in.
Visible, carrier-appropriate IUL disclosures and a multi-state licensing footer, not an afterthought.
Instead of one generic contact form, the site gives each part of Sydney’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.
No made-up traffic charts. Just what is finished, checked and waiting for the domain to be pointed at it.
Because this build has not yet gone live on FamilyFirstPlan.org, this case study intentionally reports what was built and measured rather than post-launch traffic, ranking or revenue claims.
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 proof of licensing beyond a business card
3 calculators, a membership, a community
A real number in 60 seconds, no email required
14 courses and 31 tools keep leads coming back
Structured data built for search & AI
A full CRM pipeline in the back office
NPN, 10 licensed states, stated on the site
Published pricing puts a custom-built membership platform with courses, tools and a community like this at $15,000 to $100,000 or more from a traditional developer - or a recurring 50% to 65% of revenue on off-the-shelf membership platforms that never let you own the site or the member data.
Custom build, or a revenue-share platform
Design
Development
Membership & course infrastructure
CRM setup
SEO & compliance work
Hosting
Ongoing maintenance
Every future edit, billed separately
One build fee, one monthly price - all of it included
Complete site, membership & back office
Hosting & SSL included
Unlimited edits - you text it, we ship it
You own the site and the member data
Search & AI setup, kept current
Compliance-aware copy included
Real human support by text
This was a full membership platform built from a blank domain - calculators, courses, a community and a CRM, not just a marketing site.
No existing website required. Text us what you do and who you serve. That is the whole assignment.
Lead calculators, 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 build against itself rather than an old site.
No. This build proves it. Text us what your business does and we start from there, whether you have a site today or nothing at all.
Lead calculators or forms specific to your business, a free membership with courses and tools, a community, gamification, and a CRM back office where every lead lands. See the scope section above for the full list.
This build was $1,000 one time and is $297 a month going forward, which includes hosting, the back office and unlimited future edits. Custom membership platforms typically run $15,000 to $100,000 or more built the traditional way.
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: your business type, licensing, hours, service area and FAQs, 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, licensing statements and non-adviser language a compliance reviewer expects to see, and we flag anything that still needs a human legal read before launch. We are not a substitute for your compliance department.
We cannot promise a specific AI answer any more than we can promise a Google ranking. What we build is the structured, quotable content those systems pull from - the same FAQPage and entity data described in the What Machines See section above.
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 take 50% to 65% of your revenue and you never own the site or the member data. This is built specifically for your business, and you own it.
12 of 20 common questions shown here - a different set than our other case studies, picked for this build.
Tell us about your business. We’ll show you what it could become, even if there is nothing live today.
