Website overhaul case study · 5for5 Consulting
We rebuilt our own site first. Now ChatGPT sends us clients.
The fairest test of a website agency is its own website. In September 2026 we overhauled ours. It now brings in several inbound leads every week, and more and more of them come from people who asked ChatGPT or other LLMs for help and were pointed to us.
Where we started
Our old site was built in Squarespace, and it was fine, but it was more of a reference page for people who were already aware of us, and not at all a lead generator that could rank in a hyper competitive market. In the 18 months we had our old website it brought in 0 organic leads, and maybe 5-10 clicks a month. Since we converted it to a SEO/AIO forward website built from scratch, we've gotten 5-10 organic leads a month and closer to 15-20 clicks from the right kinds of people looking for the services we provide.
Before
AfterWhat we changed
We said exactly who we are, in the first line. The homepage leads with what we do and why we're credible: Local Services Ads management from the first Operations Analyst on Google's Local Services Ads team. No vague taglines, nothing an AI tool has to guess at.
We put real numbers on the page, and said where they come from. Every result comes from a client's own account, not an estimate: a $28 cost per lead across 358 leads for Pristine Landscaping, a 98% review reply rate across 17 locations for Forward Hospitality. Specific, sourced numbers are what people and AI tools trust.
We wrote case studies around the problems people have. Each one tells the story of a real business: where it started, what we changed and what happened, so someone with the same problem recognises themselves in it.
We built guides that answer the questions people ask before they hire. Why aren't my Local Services Ads showing? How do I remove a fake Google review? Does my website need a redesign? Each question gets a direct answer. That's the content ChatGPT and Google pull from, and it's how a growing share of our new clients find us.
We showed who's behind it. Full bios for both founders, with real work history at Google, Meta and Yelp. People want to know who they're hiring, and so do AI tools deciding whom to recommend.
We answered the hiring questions on the page. How is this different from Angi? How long until the phone rings? What does a call cost? Am I locked in? Answering them up front saves a call and builds trust before anyone books one.
We made the next step obvious. Every page ends with one clear action: book a call.
The results
| Before | After | |
|---|---|---|
| Inbound leads | Maybe 1 a month | 2-3 every week |
| Where new leads find us | Mostly referrals or our own hustle | Google, ChatGPT, other LLMs and referrals |
Why it worked
We stopped writing a website about ourselves and started writing one that answers our customers' problems. Specific claims, real numbers, honest answers and named people. It's the same approach we take for every client site, and our own inbox is the proof.
Is your website bringing in leads, or just sitting there? Book a website audit ›
Who built it
We did, and we hold ourselves to the same checklist as every client. 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. Our clients rate us 5.0 stars on Google.
What we check on every site we build or fix, including our own:
- 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 website audits and overhauls
How do I know if my website needs a redesign?
If it isn't bringing in calls or inquiries, looks dated on a phone, doesn't say clearly what you do and where, or tells a different story from your Google Business Profile, it's costing you business.
What is a website audit, and what does it include?
A review of what's holding your site back: whether Google can read it, how fast it loads, how it works on a phone, whether it says clearly what you do and where, whether it answers customers' questions, and whether it makes contacting you easy. A good audit ends with a list of fixes in order of impact.
Should I redesign my website or start over?
Redesign it if the structure works and only the words, photos or look are stale. Start over if it can't explain your services clearly, is hard to update, or was never built to be found on Google and AI search.
Why is my website traffic dropping?
Common causes are competitors publishing better answers, Google showing AI Overviews above the results, out-of-date content, technical problems after a site change, or pages that were removed or renamed without redirects. An audit will tell you which.
Will redesigning my website hurt my SEO?
It can if it's done carelessly. Keep the pages that already rank, redirect any old addresses to their new ones, and don't strip out content that's working. Done properly, a redesign usually helps.
Does website speed matter?
Yes. Slow pages lose visitors before they load, especially on phones, and speed is part of how Google judges a page. Large images are the most common cause and the easiest fix.
How do I get inbound leads without paying for ads?
Publish clear, honest answers to the questions your customers ask before they hire someone, show real results, and make contacting you easy. That's how our own site brings in leads every week.
How often should I update my website?
Keep services, prices, hours and photos current all the time, and add new content regularly. A site that hasn't changed in years tells Google, AI tools and customers that nobody's minding it.
How do I find a web designer who understands AI search?
Ask to see sites they've built that actually show up on ChatGPT and Google, and ask how they'd structure your content for both. A designer who only talks about looks is building for half the job.
Is my website hurting my Google ranking?
It can be, if it's slow, hard to use on a phone, thin on useful content, or inconsistent with your Google Business Profile. Fixing those helps your website, your Business Profile and your visibility in AI search.
Why do people leave my website without contacting me?
Most leave in the first few seconds because the page is slow, it isn't obvious what you do, or there's no clear next step. Check your site on your own phone, on mobile data, as if you'd never heard of yourself.
Is my website losing me customers?
If people find you on Google but call a competitor, often yes. Compare your site with the top three businesses that show up for your service: speed, clarity, proof, reviews and how easy it is to call. A website audit puts numbers on it.
What should I look for in a website and SEO agency?
Sites they've built that rank and bring in leads, people who understand Google and AI search from the inside, tracking on everything they build, and reviews from real clients. 5for5 is run by former Google, Meta and Yelp employees and holds a 5.0-star rating on Google. Book a website audit.