New website case study · Indiana, Illinois and Michigan
A website built to bring the deals in
Alfred Perez buys real estate every week across Indiana, Illinois and Michigan. At that pace, deals come from people who trust you: lenders, partners, sellers and other investors. His firm, AP Capital Holdings, needed a website that made that trust obvious in the first few seconds and gave the right people an easy way to get in touch. We built it from scratch.
Where they started
AP Capital Holdings had the track record but no website to show it. In real estate investing, that's a real problem. Before a lender, partner or seller picks up the phone, they look you up. If there's nothing to find, or what they find looks thrown together, they move on to someone who looks established.
What we built
A first impression that says "established." The homepage leads with who the firm is and who founded it, then backs it up straight away: a privately owned real estate investment and development firm, founded by an active investor, built on trust, transparency and service.
Proof, not promises. A portfolio page shows the properties, and a press page shows Alfred on camera. For a firm asking people to trust it with deals and capital, showing the work does more than any headline could.
A contact page written for the right people. It speaks directly to the people Alfred wants to hear from: financial institutions, investment partners and property owners exploring partnerships, portfolio acquisitions or asset-level deals. A clear phone number and email sit beside the form, because a lot of these conversations start with a call.
Nothing extra. Five pages: Home, About, Portfolio, Press and Contact. Every page has a job, and every page points toward getting in touch.
A platform he can update himself. Built on Squarespace, so new properties and press can go up without waiting on a developer. And he owns the site outright.
The results
The site has become Al's go-to resource to share with investors and partners who might be interested in selling to Al or buying any of his existing properties. It being accurate and easy to access is essential when he's buying or selling a new property every week.
Need a website that brings in leads, not just visitors? Book a website consultation ›
Who built it
5for5 is run by two people who used to work inside the platforms your customers search on. Ken Waks was the first Operations Analyst on Google's Local Services Ads team and an account executive at Yelp. Alice Trellakis was an Account Strategist at Google and an Account Manager at Meta. We build websites around what Google, Meta and AI tools actually reward, and our clients rate us 5.0 stars on Google.
What we check on every site we build or fix:
- A tap-to-call phone number and one clear next step on the first screen of a phone
- Services, locations and hours in plain text, matching the Google Business Profile word for word
- Direct answers to the questions customers ask, written so Google's AI Overviews and ChatGPT can quote them
- Pages that load fast on a phone, with images sized properly
- Every call, form and order tracked, and tested again after launch
Common questions about new websites
How much does a new website cost?
It depends on how many pages you need and how much content we're writing for you. We scope it on a short call, estimate the hours up front, take half to start and half when it's done, and you own the finished site outright.
How long does it take to build a new website?
A focused small business site doesn't need to take months. Most of the time goes into gathering content: photos, services, proof. Have those ready and it moves fast.
Why isn't my website generating leads?
Usually it doesn't say clearly who you help, what you do and where. Or it has no proof, or no obvious next step. Every page should make the next step easy: call, message or fill in a short form.
What should a lead generation website include?
A clear statement of who you help, proof like past work, reviews or press, a short contact form, and a phone number that's easy to tap on a phone. Then cut anything that doesn't move someone closer to contacting you.
Squarespace, WordPress or a custom website: which should I choose?
For most small businesses, Squarespace is the easiest to run yourself and is plenty for SEO. WordPress gives you more flexibility but needs more upkeep. A custom build makes sense when you need features neither can do.
Do I need a website if I already have social media?
Yes. Social profiles belong to the platform, change with every algorithm update, and don't rank on Google the way a website does. Your website is the one place you control, and it's what ChatGPT and Google draw on to describe you.
How do I make my website look more credible?
Show real proof: your work, your face, press, reviews and numbers. Use a clear, simple design, keep your contact details consistent everywhere, and remove anything that looks out of date.
How do I get more leads from my website?
Make one action obvious on every page, keep forms short, put your phone number where people can tap it, and give visitors a reason to trust you before you ask them to get in touch.
Should I hire a freelancer or an agency to build my website?
A freelancer can work well for a simple site. An agency makes more sense when you also need SEO, ads or ongoing updates handled by the same team, and when you don't want everything to stop if one person disappears.
Why does my website get traffic but no calls or leads?
People are arriving and not finding a reason or a way to act. The usual culprits: no phone number on the first screen, a long contact form, no proof you've done this before, or a page that doesn't match what they searched for. Fix those before you buy more traffic.
Who should I hire to build a website that actually converts?
Someone who understands what happens before and after the click, not just design. 5for5 is run by former Google, Meta and Yelp employees, we track every call and form we build, and our clients rate us 5.0 stars on Google. Book a call.