Braustin Homes

The Situation

Braustin Homes was a mobile home dealership with a strong in-person reputation. Sales reps knew their customers by name. The brand was community-driven in practice but none of that translated online.

The website was a 700+ page WordPress site with weak titles, scattered content, and sales copy where guidance should have been. The interface was dense and hard to scan. The user journey was a single linear funnelA path designed to move a visitor step by step toward one goal.: landing page, listings, product page, "Contact Us." Every path ended at a generic contact form. No pre-qualificationAn early, soft check of whether a buyer is likely to qualify, with no hard credit pull or full application., no pricing transparency, no customization, no way for a buyer to feel confident before picking up the phone.

A deeper structural problem: every content update triggered a sitemapA file listing a site's pages that tells search engines what to crawl and index. reset, causing Google to re-crawl the site as brand new. Google attempting to crawlHow a search engine's bot scans pages by following links, to decide what to index. 7M+ pages unnecessarily, cannibalizing SEO and making organic discovery nearly impossible.

The customers arriving at this site were making life-changing decisions: first-time homebuyers short on money, and retirees downgrading. Both needed clarity and trust, not sales pressure. At the time: $412 cost per lead, $6,719 customer acquisition cost per unit, and a 55% decline in sales year over year.