< case study / web strategy />
Four fragmented websites,
one unified hub.
End-to-end web strategy for a Phoenix-area multi-trade home services operator — built around the audience their competitors ignore.
client
Phoenix-area
home services
role
Web strategist
and website author
engagement
End-to-end
platform
status
Active
engagement
the strategy
01 Architecture
Consolidate four fragmented domains into one hub-and-spoke site. SEO authority and trust equity flow into one place.
02 Trust
Every page answers the 55+ visitor’s first question — “can I trust this company?” — before they think to ask it.
03 Findability
Local SEO, AI search optimization, and content built around aging-in-place topics the audience actually searches for.
01 · the situation
A real competitive advantage that almost nobody could see.
A single owner who could dispatch one team across many home repair categories. Genuinely rare in this market — and exactly what the local 55+ audience wants. Two competing domains, fragmented sub-brand sites, almost no trust signals on any page.
The audience reality
$4.9B
in elder fraud losses
reported in 2024
+43%
year over year
Source: FBI Internet Crime Complaint Center, as of the FBI’s 2024 report
Arizona’s 55+ population is one of the country’s most-warned demographics. The web work had to acknowledge that — and turn it into a competitive asset.
02 · the deliverables
Five artifacts the founder can act on.
01
Engagement summary
Opportunity, strategy, deliverables, budget — for the founder.
4 pages
02
14 pages
03
7 pages
04
diagram
05
11 items
03 · the sequencing
The cheapest task is rarely the right first task.
The roadmap is sequenced by dependency, not by effort.
Domain consolidation comes first, because every page, every trust element, and every dollar of search investment made after it compounds on a unified site — and everything built before it has to be rebuilt after it.
The homepage headline is second, because nothing downstream converts if the first thing a 55+ visitor reads doesn’t speak to them.
Typo fixes and trust badges ship in week one. Low effort, immediately visible, and they buy credibility while the heavier work is still in flight.
Content gathering runs in parallel — testimonials, team photos, process documentation, pricing tiers — through the entire Now phase, so it’s ready to deploy the moment the Next phase opens rather than becoming the thing that stalls it.
04 · how I work
What this engagement says about how I work.
01 Strategy first, tactics second.
The recommendations are grounded in the specific audience this business wants to win. Not in generic web best practice, which would have produced a faster site that still didn’t convert.
02 The audience is never an abstraction.
FBI fraud reporting. AARP research. Arizona Attorney General consumer warnings. The 55+ Arizona homeowner has particular fears, formed by particular data, and the site is built to answer them by name.
03 Sequencing by dependency, not by effort.
Foundation first. Content next. Growth investment only once the foundation can hold its weight.
04 Documentation is a deliverable, not a byproduct.
Every decision written down, sourced, and explained to a specific reader. Future contractors, future hires, and the founder himself can pick the work up without losing context. The founder gets to build the business. I build the website.
This engagement is active. The architecture, roadmap, and recommendations are delivered; the build is in progress. Results will be published here as the work ships — with the client’s name attached, if they’re willing.
I’d rather show you an unfinished engagement honestly than a finished one selectively.
Is your web presence hiding what makes you good?
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