Everything between "I want more leads" and launch.
The short version is on the case study. This is every step: what the portal delivered, what each audit found, how that became two complete sites, and the one she launched.
Leads that don't come from Zillow.
A Seattle broker with Every Door Real Estate, on a template Squarespace site. She showed up in 0.0% of the search results and AI answers her buyers and sellers see.
Competitive: who owns the field.
National portals and a handful of local brokerages. The analysis mapped the winnable ground and ranked every move by impact and effort.
Content audit: what's thin.
Competitive fed the content audit. Her video pages were thin, the headline was generic and nothing on the site said Seattle.
AI visibility: how LLMs cite her.
Which answers name an agent, which sources they pull from, and where to spend the next 60 days to get cited.
Three moves. One roadmap.
Turn the thin video pages into neighborhood and first-time-buyer content. Claim the review profiles and the map pack. Lean on Every Door's authority. CRO waits for the new site.
→ Roadmap becomes the briefTwo complete sites, not two mockups.
All six pages, her real content and photography, the same warm palette. A switcher on every page showed the same page in the other concept.
She picked B.
Every section answers the audit.
Live. Then CRO and content gap.
The site is the destination. The next nodes on her roadmap tune the booking path and close the content gaps that send buyers to it.