Angie Salmon Consulting.
An independent franchise broker with 30 years in franchising, mid-repositioning from paid consultant to a broker who works free for the buyer. We built the site, graded it A/94, then cut it down to match a business model that had just changed under it.
Lean, locked down, and built to survive a pivot.
The business changed shape while the site was live.
Angie Salmon spent 30 years as a franchisee and 20 years as a franchisor advisor. The site we built for her covered that full range: a franchise cost calculator, a long-form insights library, and geo pages built around her home market.
Then the positioning changed. Angie moved from franchise consultant, a paid advisory role, to franchise broker, who works free for the buyer and gets paid by the brand instead. A broker giving out affordability numbers through a calculator is a different liability picture than a consultant doing the same thing. What was an asset under one business model became an E&O insurance exposure under the next.
The fix could not be a redesign. It had to be a clean structural cut, on the record, verified against nothing left dangling.
Fewer pages, held to a higher standard.
One canonical host, no duplicate-content risk
Vercel serves www and apex as separate 200s by default, so Google Search Console reports the alternate as a duplicate on every single page. A permanent 308 redirect from www to apex closes that, and every one of the site's six routes carries its own locked canonical tag on top of it.
Security headers as a launch gate, not an afterthought
Six headers on every response: clickjacking protection, MIME-sniffing protection, a strict referrer policy, a locked-down permissions policy, two years of forced HTTPS with preload, and a cross-origin-opener policy scoped to allow the booking widget's popup flow. That is what a 100 on Lighthouse Best Practices actually requires, not a checkbox.
A free call, booked without a phone tag
The booking page embeds a GoHighLevel scheduling widget in a sandboxed iframe, scoped to only the permissions the vendor's post-booking flow actually needs. A Service schema marks the call itself as a $0, in-stock offer, so the free consultation is machine-readable to search, not just a claim in the copy.
A contact form that filters junk before Angie sees it
A hidden honeypot field catches bots that fill out every input, and the form posts to a Resend-backed API route with a startup guard so a missing API key fails loudly instead of silently dropping leads.
The best asset on the site was the one we removed.
The franchise cost calculator was the highest-effort build on the site. Currency-formatted inputs, tiered results, a genuinely useful tool for anyone weighing whether they could afford a given brand. By every normal measure of a lead-gen asset, it was the best thing on the page.
It was also written for a consultant, someone paid directly to give that kind of guidance. Once Angie repositioned as a broker, free to the buyer and compensated by the franchisor instead, the same tool started producing numbers a broker should not be the one putting in front of people. Same code, same math, different license, different liability.
We pulled it in one pass: the calculator, the insights library, the geo pages, every link pointing at any of them, verified against a clean typecheck and a zero-match grep for the deleted routes. No redesign, no new copy, just structural deletion done completely. A site built around what the operator does today outranks a bigger site built around what they used to do.
Site outgrown by the business behind it?
We build sites that hold up when the offer changes, not just when it launches. Book a strategy call and we will map yours.