Case Study · Website Transformation
A complete website rebuild for Insure Instant Quote Services. The old site already had a clean, modern design - so this rebuild went deeper: 88 more pages, real business data Google can read, and a CRM wired into every one of them.
The homepage. Every page below got the same treatment - tap any card to compare it full screen.
The Challenge
This isn’t a story about a dated, generic-template site. The old site was already modern and mobile-friendly. Before a pixel changed, we went through it page by page anyway - and found six specific things worth fixing.
The hidden layer search engines read only said “Organization” - no insurance agency type, no address or phone on record.
FAQ schema - the format AI assistants can quote directly - was present on only 11 of 48 pages.
Medicare, PEO & ASO group health, and a dedicated annuities hub didn’t exist as their own pages.
Guide-style articles lived buried inside individual life insurance pages, never gathered into a library.
Only about a third of images - 86 of 257 - carried a description search engines can read.
No llms.txt file for AI crawlers, and robots.txt never named a single AI bot by name.
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 - unique titles and descriptions, a real sitemap, click-to-call - the table says so. One number that did not change much: homepage HTML weight, 73.6 KB old versus 77.2 KB new. This wasn’t a weight-loss project. It’s roughly the same footprint carrying far more structured, machine-readable content.
Tap a page to open the full-screen comparison - live sites, video playing, drag to reveal.
Mobile First
The old site was already responsive. The left screen is a same-day capture of it at iPhone size. The right screen is the new site itself, loaded live at phone size.
On the new site, calling, starting an instant quote, or opening a live chat tied to the CRM is one tap from the homepage.
What Visitors Don’t See
Anyone can add more pages. The layer underneath - the one Google, Siri and ChatGPT actually read - is where this redesign does its quietest work.
Modern design, thin machine-readable layer
What we give every client
We didn’t just add more pages.
We rebuilt what Google and AI systems can read on every one of them.
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.
The site grew from 40 pages to 128, each with its own title, description and schema.
Medicare, PEO & ASO group health, and dedicated Annuities and Group Health hubs - categories the old site never had as their own pages.
103 in-depth guide articles organized into their own library, covering life insurance, health insurance and annuities.
GoHighLevel wired in behind the site, with complex automations and integrations running every page.
A chat widget loaded on the homepage and connected to the CRM, so a conversation becomes a tracked lead.
Canonical URLs, unique titles and meta descriptions, and a real XML sitemap on all 128 pages.
A 35.3 KB llms.txt file and a robots.txt that names GPTBot, ClaudeBot, PerplexityBot and more, explicitly.
InsuranceAgency schema with the business’s real name, phone and address - not just a generic Organization label.
Built for the Actual Business
Instead of one general insurance page, the new site gives each coverage line its own place to sell itself. 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 structured data behind it.
Launch Readiness
No made-up traffic charts. Just what is finished, checked and waiting for the go-ahead.
The Transformation, At a Glance
Clean, modern design already
Generic Organization schema only
FAQ schema on under a quarter of pages
No llms.txt file
Guide content buried inside product pages
No Medicare or PEO/ASO pages
Same clean design, far more behind it
Declared as an InsuranceAgency, with NAP data
FAQ schema on most pages
llms.txt built for AI crawlers
103-article guides library
Medicare & PEO Group Health now live
The Scope
Typically, each piece is separate
Design
Development
SEO setup
Content writing
CRM setup & automations
Hosting
Maintenance
Every future edit
One relationship, everything included
Complete site rebuild, 128 pages
Hosting & SSL included
GoHighLevel CRM with complex automations built in
Unlimited edits - you text it, we ship it
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, new pages, the CRM setup and the full search & AI foundation - typically inside 48 hours.
You review your new site at a private link - exactly like this page - before it ever replaces your current one.
