276k
Search impressions across the portfolio
The work · Real builds · Real numbers
Not mockups. Live businesses getting found.
Five builds, from a 71-page contractor site holding page-one rankings to a from-scratch booking engine. Every number on this page comes from Search Console, GA4, or payment logs — and where a build is too new for data, it says so. That's the standard we hold ourselves to, because it's the standard you should hold anyone to.
1,600+
Organic clicks delivered
5/5
Builds indexed & ranking
29%
Monthly user growth, flagship build
01
Live & ranking
Caliber Contracting
Premium design-build contractor · Waterloo Regioncalibercontracting.ca ↗
A design-build firm with strong word-of-mouth and weak digital capture needed to rank for high-intent renovation searches and convert research-stage homeowners. The answer: a 71-page hand-coded architecture with a city-specific cost-guide engine — now holding page-one positions on its highest-value queries and producing a steady pipeline of five-to-six-figure project inquiries.
The standout: a cost-guide content engine
Renovation buyers all search the same first question: "what does this actually cost here?" Most contractors dodge it. This build answers it head-on — a system of interlinked cost guides (kitchens, bathrooms, additions, garden suites, basements) where the first sentence delivers a real dollar range for the region, followed by four pricing tiers, city-specific sections written to the actual local housing stock, and FAQ accordions mirrored in structured data.
The hard part isn't writing one guide — it's keeping prices, tiers, timelines, visible text, and schema markup perfectly synchronized across the whole cluster while making each city section genuinely local instead of templated. The payoff: the flagship garden-suite guide holds a top-5 Google position with the site's highest engagement time.
Build facts
- 71 pages, hub-and-spoke: 11 service divisions, per-city pages, cost guides, luxury hub
- Deep structured data — LocalBusiness, Service, FAQ, Article & Breadcrumb schema, validated per deploy
- Answer-first content + llms.txt for AI-search citability
- Custom SVG icon system — eleven hand-drawn line icons, one per division
- GA4 event-level lead tracking with AI-referral channel attribution
- Static, hand-coded — no CMS, no plugins, near-instant loads
Real results — Search Console & GA4, verified August 2026
303k
Search appearances in 6 months — 1,570 clicks through to the site, zero ad spend
19.5→11.4
Average Google position over 16 months — 859 sessions last month
69%
Of visits arrive through organic search — no ad spend behind any of it
2m01s
Avg. engagement from AI referrals — the longest of any channel on the site
35.4k
Impressions inside Google's AI answers in 92 days — 96.5% from Canada
17.5%
Of all search visibility now arriving through AI features
Impressions in Google AI features roughly doubled over 92 days (230/day → 505/day) · Appearing in ChatGPT answers · Avg. position 19.5 → 11.4 over sixteen months · Page-1: garden-suite cost guide · "kitchen renovation cost kitchener" · "general contractor cambridge" · 4.8★ across 56 Google reviews
Live site — calibercontracting.ca
02
Live product
QuoteGuard
Consumer construction-tech · Pay-per-report productquoteguard.ca ↗
Homeowners sign five- and six-figure renovation quotes they can't evaluate. QuoteGuard turns that into a self-serve product: upload a contractor's quote — even full engineer-stamped plan sets — and get a risk-scored, expert-grade analysis, with a genuine free preview and a paywall that actually holds. It exists because we know the trades well enough to build software that reads contractor quotes.
The standout: an analyzer with a server-verified paywall
The visitor picks a tier, drags in PDFs, and gets a scored report: risk score out of 100, severity-tagged findings (critical / warning / positive), each with a plain-language explanation, an estimated dollar impact, and the exact question to ask the contractor. Free users see a real preview; the rest sits behind a Stripe unlock.
Two hard problems got solved properly. Large-file ingestion: serverless limits silently kill big plan-set uploads, so the build uses presigned URLs — the browser sends files straight to cloud storage, and analysis runs as a background job with live status polling. A paywall that can't be walked around: locked findings are trimmed server-side and never reach the browser at all — nothing to extract from DevTools — with payment verified against Stripe's API and a replay guard so one payment can't unlock multiple reports. Every verified sale also auto-mints re-check codes and a personal referral code, emailed within seconds.
Build facts
- Three product tiers — single quote, quote-vs-plans cross-reference, 3-quote comparison
- Direct-to-cloud uploads — no practical file-size ceiling, auto-cleanup
- Server-enforced free preview — withheld findings never leave the server
- Stripe checkout with session verification, replay protection, discount-safe tier detection
- Automated rewards — re-check + referral codes minted on every verified sale
- 16-article SEO cluster + IndexNow, llms.txt, AI-crawler access
Early signals — Search Console, first 3 months live
10.6
Average position — one spot from page 1 on a brand-new domain
28
Commercial search queries indexed within weeks of launch
2.3%
Click-through rate — first organic click within 3 weeks of going live
Payment pipeline verified end-to-end with a live transaction (checkout → server verification → report unlock → automated code delivery) · Revenue data accruing
Live site — quoteguard.ca
03
Live · pre-opening
The Paris Collective
Coworking & flexible office space · Paris, Ontariothepariscollective.ca ↗
A pre-opening coworking space needed to rank for local office-space searches before its doors opened — with live suite availability that never contradicts itself across 35 pages. Within the first week of launch, its pages were indexed, ranking, and earning a 16.7% click-through on a member profile.
The standout: live availability + a member directory that earns links
Two features carry this build. First, an interactive-availability suites page: suite cards reorder themselves — available first, leased below with muted "LEASED" badges — alongside a custom-recolored architect's floor plan with per-room leased stamps composited on and kept in sync. Inventory reads at a glance and never goes stale.
Second, a member directory where every resident business gets its own profile page — full structured data, breadcrumbs, and a dofollow link to the company's own site, all rendered from the shared template. It turns the space's community into an SEO asset for its members: one profile ranked at position ~4.8 with a 16.7% CTR within the first week. Suite numbers were deliberately stripped from profiles so they can never contradict the availability page — an anti-staleness decision baked into the architecture.
Build facts
- 35 pages: services, per-location landing pages, 17-post blog, members section
- 95 validated JSON-LD blocks — CoworkingSpace, Service, FAQ, BlogPosting, Breadcrumb
- ~36.5 KB critical payload — WebP floor plan (198→78 KB), zero render-blocking scripts
- GA4 conversion events — generate_lead on form success, email-click tracking
- Deploy checklist as runnable checks — pricing consistency, schema validity, title lengths
- llms.txt + citation-crawler access — an "AI Assistant" referral channel has already appeared
Performance — Search Console & GA4, first 3 months
Page 1
Average position 9 — ranking before the doors opened
3.7×
Industry-average CTR — 7% click-through at position 9
153
Distinct search queries the site ranks for in 3 months
198 potential members found the space through Google before it had a single tenant · AI Assistant referral channel active in GA4
Live site — thepariscollective.ca
04
Live · new domain
HavenIQ
Proptech startup · 24/7 property supervision, Waterloo Regionhaven-iq.ca ↗
The hardest launch there is: a new company in a category buyers don't yet know to search for. The strategy — build search authority around the questions its owners actually ask (vacant-home insurance, short-term-rental economics), with software-grade content discipline on a ~47-page site.
The standout: a build gate that blocks broken pages from ever shipping
Most sites rely on a human remembering the rules. This one doesn't: a custom consistency-check script runs on every build and fails deployment on any violation — banned vocabulary (a compliance requirement in this regulated space), stale pricing, duplicate H1s, overlong titles, malformed meta, missing canonicals. Editorial, SEO, and regulatory rules encoded as executable tests. It's the reason a 47-page site stayed internally contradiction-free through rapid edit cycles.
Around it: all pricing rendered from a single constants file (change a number once, it cascades everywhere), a topic-cluster content strategy where every factual claim is attributed to a primary source, and a proof-led design built around a real redacted water bill instead of stock photography — the visual equivalent of "we measure things."
Build facts
- ~47 pages on Astro: risk pages, audience pages, comparison pages, 19 long-form articles
- Automated content-integrity gate — build fails on any rule violation
- Service + areaServed schema naming Kitchener, Waterloo, Cambridge as city entities
- Source-verified content — omit-if-unconfirmed discipline, primary citations only
- llms.txt + IndexNow + AI-crawler access — machine-readable from day one
- Custom copper line-art icons, flow diagrams, and data visualizations
Early signals — Search Console, first 5 weeks on a new domain
122
Search appearances in 5 weeks — on a domain that didn't exist 6 weeks ago
<72h
From deploy to first indexed impressions
Ranking
"Vacant home insurance Ontario" — on a 5-week-old domain
This case study is about architecture — the data chapter gets written over the coming months, same standard as everything else on this page.
05
Live
The Yurt KW
Community wellness venue · Midtown Kitchenertheyurtkw.ca ↗
A donation-based gathering space — a 24-foot yurt and a century-old barn summer kitchen — booked entirely by DMs and email. The build replaces that with a fully custom booking and scheduling platform, no third-party booking software anywhere — every rule reflects how the space actually operates.
The standout: a scheduler built because nothing off the shelf could do this
The requirements broke every mainstream booking tool: a public program schedule and private bookings living on one calendar — approved public events show full detail, private bookings appear only as discreet "Reserved" blocks, cancellations show struck-through with a reason line, closure days display as "Closed." Public events are gated on a proof-of-insurance upload before the request can even be sent — and hosts view those binders through time-limited signed links from an authenticated approve/decline dashboard.
The conflict logic is where it gets genuinely clever: the two spaces are treated as independent resources (a yurt booking doesn't block the barn), only approved bookings count as hard conflicts so multiple people can request a popular slot, and if your time is taken, the form suggests the nearest open windows that day as one-tap picks. Setup and takedown buffers are enforced to the minute, and recurring series (weekly, biweekly, monthly) run on timezone- and DST-safe date math with month-end clamping, surfacing each conflicting date individually with per-date reschedule-or-skip — nothing fails silently.
Build facts
- Approval-based request flow across two independent bookable spaces, buffers enforced to the minute
- Insurance verification built in — size-validated uploads to a private vault; visitors can upload but never read; hosts open binders via time-limited signed links
- Row-level security throughout (Supabase, Canadian region): the public reads only approved events, submits only pending requests
- Branded automation — instant request alerts, HTML confirmation emails with arrival details, reason-included declines, all in the venue's identity
- CASL-compliant consent capture and in-browser image compression (a 1.3 MB upload becomes ~13 KB)
- Stack: React · Supabase (Postgres, RLS, Storage, Auth) · Netlify · Make.com · custom design system
Live site — theyurtkw.ca
The custom booking system — built in-house, not a subscription platform
Results status: newly live. The platform launched in July 2026 at theyurtkw.ca — the most technically distinctive build in this portfolio. Booking and usage numbers will be published here as they accumulate, same standard as everything else on this page.
Your business could be case study 06.
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