Erin Gwillim Realty
Residential real estate agent, Pinellas County, Dunedin, FL
Moved off Duda with all 13 blog articles recovered, then a day-40 SEO pass that took her WES SEO audit score from 74 to 93.
74 to 93WES SEO audit score
Residential real estate agent, South Tampa | Tampa, FL
Kevin Freel Real Estate: a South Tampa site that keeps itself current
Kevin Freel has sold Tampa Bay real estate for more than 40 years and has been a REALTOR since 1985. We moved his real estate website and all 131 of his blog posts off Squarespace, then added daily listing updates, a 52-page South Tampa neighborhood guide and an admin portal for his leads.
- Website Migration
- Admin Portal
- Google Ads
- SEO
131
blog posts moved off Squarespace
All of Kevin's posts, moved on day two of the build and rebuilt on the WES blog template (git history).
52
South Tampa neighborhood pages
Generated from one data file in July 2026, with ZIP codes checked against City of Tampa GIS data and pricing refreshed monthly.
23 days
from first commit to launch
First commit April 22, 2026. The domain was switched over from Squarespace and the site went live May 15, 2026.
About Kevin Freel
Kevin Freel has been a REALTOR since 1985, and his focus is South Tampa, from luxury homes and new construction to teardowns and townhomes. This real estate website design project gave that local knowledge a home on his own site: the blog archive he wrote, his current listings and a guide to 52 South Tampa neighborhoods.
Why They Came to Us
Kevin's site was on Squarespace, with 131 blog posts he had written over several years. Here is what the rebuild had to handle.
- Move all 131 posts into one consistent blog template without breaking links to his old Squarespace pages.
- Show his current listings, which live on his brokerage's website, without anyone copying them over by hand.
- Cover 52 South Tampa neighborhoods with correct ZIP codes and pricing that stays current.
- Get Kevin's own neighborhood knowledge onto the site without asking him to write finished articles.
- Capture buyer and seller leads, and give Google Ads real lead actions to bid on.
What We Proposed
We took it in phases: move the site first, then add the tools that keep it current and bring in leads.
- Launch: move every post, set up redirects, sync his listings daily, and add lead magnets and a home evaluation.
- Next: a South Tampa neighborhood guide, an admin portal for his leads and Google Ads support.
- Then: a recurring SEO and marketing audit, starting in August.
The build
What We Built
Website
A static site for South Tampa buyers and sellers that updates its own listings every day.
- All 131 Squarespace posts moved and rebuilt on the WES blog template, with 17 redirects for old page addresses.
- His brokerage listings copied to the site every day by a scheduled job, plus MLS property search and a photography portfolio.
- Seller and buyer pages, including a South Tampa teardown and as-is seller page with a scorecard that asks one question at a time, New Townhomes in Tampa, Tampa Townhome Builders and a luxury townhome guide with Kevin's own video.
- Lead magnets such as a buyer's guide, a mortgage roadmap PDF and an investor guide, plus a step-by-step home evaluation questionnaire.
- One shared mega menu on every page, social sharing cards and structured data across the site, and an llms.txt file for AI search tools.
South Tampa neighborhood guide
52 neighborhood pages generated from one data file, with room for Kevin's own notes on each one.
- Every page is built from a single data file, so one correction updates the whole guide.
- ZIP codes checked and corrected against City of Tampa GIS data.
- Pricing data refreshed automatically each month.
- Place and breadcrumb structured data on all 52 pages.
- A weekly email asks Kevin about one neighborhood, and his notes appear on that page as Kevin's take, under his byline.
Admin portal
A private portal in the red, black and cream of his website that collects the site's leads in one place.
- Inbox, leads pipeline, a lead magnets view, Spam and Blocked, and a blog chooser.
- Leads labeled by the form they came from, from home evaluations to guide downloads.
Google Ads
Campaigns Kevin switches on and off himself, with Performance Max bidding only on real lead actions.
- About 100 Display campaigns, each built around one of his blog posts, most paused so Kevin can switch a few on at a time.
- A Townhome Match Performance Max campaign built at Google's Excellent ad strength rating, with its own landing page.
- A second Performance Max campaign, for one of his listings, reworked to Excellent.
- Both Performance Max campaigns bid only on lead form fills, phone taps and calls from ads, and the site reports those actions straight from its own code.
Problem solving
How We Solved the Hard Parts
Listings that update themselves
Kevin's listings live on his brokerage's website. A scheduled job brings them onto his own site every day, so new listings show up without anyone copying them over.
52 pages that stay accurate
Every neighborhood page is generated from one data file, ZIP codes were checked against City of Tampa GIS data, and pricing refreshes on a monthly schedule. One correction updates the whole guide.
Local expertise without the writing
A weekly email asks Kevin for notes on one neighborhood, not a finished article. His words then appear on that page as Kevin's take, under his byline.
Ads that bid on real leads
Form fills and phone taps report straight from the site code, and both Performance Max campaigns bid only on those actions and calls from ads. Kevin switches campaigns on and off himself.
Years of posts and old links
We moved all 131 posts into the WES blog template and added 17 redirects, so visitors following old Squarespace links land on the right pages.
Results
The Results So Far
Kevin's site has been live since May 15, 2026. His listings update on their own every day, neighborhood pricing refreshes every month, and a weekly email invites Kevin to add his own take to one neighborhood page at a time.
Since October 8, lead forms and phone taps report straight from the site code, and his newest Performance Max campaign was built at Google's Excellent ad strength rating. What we watch next is which pages and campaigns turn into calls and form fills, along with the recurring SEO and marketing audits we run on the site.
Build figures come from the project's git history and the live site, checked in October 2026.
Timeline
Project Timeline
- Build started
- All 131 blog posts moved from Squarespace
- Daily listing sync added
- Site live, domain switched over from Squarespace
- Admin portal live
- South Tampa neighborhood guide published, 52 neighborhoods
- Townhome Match campaign built and lead tracking moved into the site code
Questions
Questions About This Project
Can my brokerage listings show up on my own site automatically?
On Kevin's site they do. A scheduled job brings his listings over from his brokerage's website every day, so new ones appear without anyone copying them by hand.
Will I lose my blog if I leave Squarespace?
Kevin did not. All 131 of his posts moved to the new site on day two of the build, and 17 redirects send old Squarespace page addresses to the right pages.
Do I have to write every neighborhood page myself?
No. Kevin's 52 neighborhood pages are generated from one data file. A weekly email asks him for notes on one neighborhood, and his words go on that page as Kevin's take.
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