Unlimitely: a lead-generation agency's site, built to be found and to book the call.

The brief, in his words.

Lewis had a lot of experience with WordPress and had spun up his own sites before. They were never satisfactory and never gave him the result he wanted. He had also seen what AI could do for a website, and he had seen my work, and the gap between the two was the brief: "anyone can type a prompt in, but there's engineering that needs to be done." The site had to sell a pay-per-lead service to builders, hold its own against the directories those builders already know, and use the videos Lewis had already recorded rather than replace them.

What was built.

The site. Home, how it works, results, about and contact. The homepage makes the offer in one line, then walks a builder through the three steps: the ads go live, the AI books the call, you quote and win. The how-it-works page lays out Lewis's North Star Framework as three pillars and eight steps, with his five-minute walkthrough video at the top. The results page names three builders and gives their outcomes as they were, not rounded up. The about page carries his story on camera and the reviews under his name.

The offer pages. Five pages, one for each thing a builder actually types into Google: house extension leads, lead generation for builders, construction leads, construction marketing, and Facebook ads for builders. Each is written from keyword research into what that audience searches for, and each ends at the strategy call.

The comparison pages. Six of them, because a builder looking for leads starts from the directories they already pay for: Checkatrade alternatives, is Checkatrade worth it, Checkatrade versus MyBuilder, and alternatives to MyBuilder, Rated People and Bark. They compare honestly, including the options Lewis does not sell.

The guides and the tools. Three long guides, on how to get more building work, on construction lead-generation companies, and on speed to lead. Two free tools with no email gate: an area checker, because Lewis takes one builder per thirty-mile area and the first question is always whether yours is open, and a lead-cost calculator that turns a builder's own job value and close rate into what one qualified lead is worth to them.

What it did.

Lewis came to me in early September 2026 and the site went live on 23 September: two sprints, built around his day job and mine, which made the communication the hardest part of the build. There are no search numbers to report yet. I will add them here when there are some worth reading, and not before.

One thing to be straight about: Lewis did not pay for this. We swapped services, and he will help me with ads when I need it. At studio rates twenty-nine pages and two tools is two sprints, quoted after the call, never guessed at. I say so because the case study is only worth reading if the terms on it are real.

Why it is shaped this way.

The buyer is a builder reading on a phone between jobs. He has been sold leads before, sometimes the same lead as the builder down the road, and he is suspicious. So every page says the price model and the catch in plain words, names real clients, and asks for one thing: a call. The comparison pages exist because that builder does not search for "lead generation agency"; he searches for a way out of Checkatrade. Meeting him there is the whole visibility plan.

The tools ask for nothing. A builder who has worked out that a qualified lead is worth four figures to him is a different conversation from one who has been quoted a price per lead cold. Lewis had already recorded his walkthrough and his story, so the site is built around those videos rather than beside them, which is why it reads as him and not as a template with his logo on it.

Everything is hand-coded in Astro and static, with no page builder and no plugin to update. It is fast on a phone and hosting is free. The repository and the Vercel project sit in my accounts, by his choice, so I can make changes for him without him touching code; the domain is his, and everything transfers to him the day he asks.

In his words.

Lewis recorded this the week the site went live. Here is what he said, edited only for length.

What I would tell another agency owner.

• Write the pages for what your buyer types, not for what you call yourself. Nobody searches for your category name.
• Compare yourself to the thing they already pay for, and be honest about where it wins. The honesty is what makes the rest believable.
• Give the tools away with no email gate. A buyer who has done the maths on your page is already halfway to the call.
• If you have already recorded videos, build the site around them. They are the most convincing thing you own.