80.8s
Mobile LCP
Effectively unusable on a phone — on a ~22 MB page.
Case Study · Website Rebuild A page-one business
A page-one business
nobody could load.
Health Insurance Experts already ranked on Google’s first page for its most valuable terms — on a WordPress site that took 80 seconds to paint on a phone and weighed 22 MB. We rebuilt it from the ground up as a static, edge-deployed site engineered to convert the demand it already had.
The challenge
The demand was there. The site couldn’t convert it.
The legacy WordPress site (on Flywheel) ranked well but was slow, heavy, and invisible where it counted — earning almost none of the traffic its rankings should have produced.
0.1%
Search click-through
~3,349 monthly impressions → just 3 clicks, despite ranking ~#2 for “medicare agent omaha.”
0
Lead system
A static contact form with no owner alert and no follow-up to the prospect.
✕
Email authentication
SPF pointed at a dead flattening service — no sent mail could be trusted.
The solution
Rebuilt static-first, engineered edge-to-inbox.
A ground-up rebuild on a static, edge-deployed stack — with the local-SEO foundation, lead automation, and mail deliverability the business was missing.
01
A premium, trust-first rebuild
A refined red-and-navy brand system, Kumbh Sans, and full-bleed lifestyle photography — a look that reads as credible the second it loads. We hand-built 29 pages (services, local landing pages, blog, FAQ hubs) on a component library that stays fast, migrating every existing SEO blog post with zero loss. Total client JavaScript: ~37 KB. Same hand-coded web design playbook behind our perfect-100 builds.
02
Local & AI SEO, done honestly
Structured data throughout, plus 4 state + 8 city landing pages (NE, IA, AZ, MO) built to be genuinely useful — not doorway spam. InsuranceAgency / LocalBusiness, FAQ, City and Breadcrumb schema, an llms.txt manifest, and entity markup so AI search engines can read and cite it. It’s the local SEO and multi-market national SEO foundation the old site never had.
03
No inquiry left waiting
Every form now fires an instant, branded owner alert and an automatic confirmation to the prospect — via Resend, with an agency BCC, a spam honeypot, and server-side validation. One-tap reply routing sends the agent straight back to the lead. The rankings finally have a lead system underneath them.
04
Mail that actually lands
We ran a DNS cutover with zero email downtime, then rebuilt the domain’s broken authentication from scratch: SPF rebuilt, DKIM aligned for every sender, DMARC hardened to a quarantine policy. Git-push → auto-deploy on a global edge network means near-zero hosting cost and no maintenance treadmill.
Hand-codedEdge-hostedCustom design systemTransactional emailLocal + AI SEOSchema / structured dataSPF / DKIM / DMARCLead automation
The results
From an 80-second load to under three.
Measured at launch from the client’s real Lighthouse and audit reports — before vs. after. No estimates.
Same site — rebuilt by hand ~31× faster
Old WordPress build 80.8s
Rebuilt static-first 2.6s
0.6MBPage weight · from ~22MB (~37× lighter)
97Mobile performance · from 65
100Desktop performance · from 83
100Lighthouse SEO · from 85
100Best practices
Speed is a ranking factor — and a fast, click-earning experience finally backs up the page-one rankings this business already held. A post-launch SEO & deliverability audit graded it A− (85/100) overall, with A+ marks for on-page SEO, AI readiness, usability, and email. The ~3,300 monthly impressions were always there; the rebuild is engineered to turn them into clicks and calls. Full ROI compounds over the next 30–60 days as Google re-crawls the faster site.
“I was spending money to gain online traction and getting nowhere. After Tyson rebuilt my website and I got some 5-star Google reviews, the calls started coming in. It took some time — but it worked. I’d absolutely refer him — the problem is most of my friends are other health insurance agents, so I’m not telling them a thing!”
Rankings are worthless if the site can’t convert them.
If your site is slow, heavy, or leaking leads, we rebuild it into something that pays for itself — see The Sub-Second Rebuild, our fixed-price guaranteed rebuild. Or read the JK Fencing rebuild, then book a free strategy call.