Case Study · Website Transformation
A complete digital rebuild for Legacy Financial Group, an independent insurance brokerage. We took the agency’s existing website and rebuilt the entire experience from the ground up - without changing what the agency itself does.
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 agency and the families looking for it.
A generic template look that didn’t build the trust a financial services brand needs before someone hands over their information.
Important information and actions weren’t optimized for the phone, where most quote requests start.
One phone number and a quote form, with no text option and no consistent path from any given coverage page to a quote.
Five coverage lines existed, but shared thin, near-identical copy with no FAQ or carrier comparison to back it up.
The hidden layer search engines read never said “insurance agency” - no business type, no sitemap, no AI-facing file.
Coverage details and FAQs weren’t in a form AI assistants can read, so they had little to work with when someone asked about the agency.
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 - most page descriptions, strong image alt text - the table says so. Where the new site still has room to improve, the table says that too.
Tap a page to open the full-screen comparison - live sites, drag to reveal.
Mobile First
Same-day captures of both homepages at iPhone width, panning automatically so you can see how much of the page loads before a visitor lifts a finger.
On the new site, the agency’s number dials directly from any page, and every coverage page links straight to a free quote - no hunting through a menu first.
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 businesses 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 inside the 24 hours.
All 20 pages designed around the agency’s own brand - not a template with new colors.
InsuranceAgency, WebSite, BreadcrumbList, Service, FAQPage, Person, OfferCatalog and ContactPage schema across the site.
A coverage-type selector, a real date of birth field and text-message consent, built to drop straight into the agency’s own system so leads land in one place.
Each agent gets a dedicated bio page with their own Person schema.
Life, Final Expense, Medicare, Annuities and Long-Term Care - each with its own FAQ.
Titles, descriptions, headings and canonicals on every page.
20 pages a search engine or an AI assistant can actually find and read.
Layouts built for the phone first, with the agency’s number one tap away on every page.
Built for the Actual Business
Instead of one shared products page, each coverage line now has its own place to sell itself, with its own FAQ. 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, its own FAQ and its own path to a quote.
Launch Readiness
No made-up traffic charts. Just what is finished, checked and waiting for the go-ahead.
The Transformation, At a Glance
Generic template design
No FAQ answers machines can quote
Sitemap and llms.txt both broken
Hard for AI assistants to read
One phone number, no text option
Founder’s page missing a heading tag
Designed around the agency’s brand
36 structured FAQ answers
Real sitemap, robots.txt & llms.txt
Readable by Google & AI
Click-to-call on every page
Clean heading structure, every page
The Scope
Typically, each piece is separate
Design
Development
SEO setup
Copywriting
Compliant lead-capture forms
Hosting
Maintenance
Every future edit
One relationship, everything included
Complete redesign, delivered in 24 hours
Hosting & SSL included
Unlimited edits - you text it, we ship it
CRM-ready lead capture built in
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 24 hours.
You review your new site at a private link - exactly like this page - before it ever replaces your current one.
