Case study 04 · Home watch & concierge
True North Home Watch: a Naples home watch website with a built-in online Quote Builder
True North Home Watch protects seasonal homes in Naples, Marco Island and Bonita Springs. We rebuilt its website from the owner's own intake into an answer-first Shopify site of 73 public pages, and added a featured Quote Builder that lets a homeowner price a custom plan in minutes, then sends it to the owner for review before anything reaches the customer.
The challenge: how do you sell a service that can't be a single price?
True North started as a demo and became a real client. The business sells trust and service, not products, so a shopping cart was the wrong tool. Prices vary by home size, months away and the services chosen, and a site visit is usually needed for a complete price. The owner needed calls and walkthrough requests, clear pricing guidance, and a site that answers questions for homeowners and for AI search engines alike.
What we built
- A site of 73 public pages: home watch, concierge, hurricane protection, add-ons and package deals, pricing, service areas and an FAQ.
- A Journal of homeowner guides, including three written for the Quote Builder launch.
- Printable brochures in four formats, made for ordinary Letter paper.
- A clean launch on truenorthhws.com with redirects from retired pages.
- The featured Quote Builder, below.
Proof of the build: pictures from the live site
These images come straight from the live site at truenorthhws.com. Click through to see each page in full.
Our featured app
The True North Quote Builder
A guided tool on the True North site. A homeowner describes the home, picks one or more main services, adds options that fit and watches a running estimate grow. Every item opens a plain-language detail window before it is added. Open it and build a sample quote.
What the homeowner gets
An itemized estimate with bundle savings applied, honest wording on every total, and a branded quote to download as PDF or Word once the owner approves it, with Accept and Request changes options.
What the owner gets
Each request arrives by email, itemized, with a private review link. The owner can edit, add a note and approve. Nothing goes to the customer until the owner says so.
Built to be honest and safe
Every total says it is an estimate and that a site visit is most likely required for complete pricing. Spam protection keeps the inbox for real homeowners, and the tool never asks for alarm or gate codes.
Every Request a Quote and Free Walkthrough button across the site now leads to it, phones get a sticky "Build My Free Quote" bar, and Contact links still go to the Contact page. Read the launch guides: Build a home watch quote online, The free walkthrough and The Snowbird bundle and add-ons.
The proof
Overall AI SEO audit score out of 100 on our own audit engine, before and after the AI-search upgrade (70 pages audited).
Public pages with one main heading, a title of 60 characters or fewer, a meta description, a canonical address and structured data.
Images with descriptive alt text, and zero pages blocked from Google.
Audit scores come from our own audit engine (SEO, answer-engine readiness, local relevance, E-E-A-T and AI-search checks), not from Google. We do not promise rankings, and search results take time to move. Sub-scores on the same audit: E-E-A-T 73 to 94, local relevance 92 to 100, SEO 94 to 99.
Proof you can check yourself
On October 3, 2026 we checked all 73 public pages on the live truenorthhws.com site. These are the plain numbers, and you can verify any of it with free public tools.
| Check | Result |
|---|---|
| Pages that load without errors | 73 of 73 |
| Pages with exactly one main heading (H1) | 73 of 73 |
| Page titles at or under 60 characters | 73 of 73 |
| Meta descriptions between 110 and 160 characters | 73 of 73 |
| Pages with a canonical address and structured data (JSON-LD) | 73 of 73 |
| Pages with FAQ structured data (FAQPage) | 60 |
| Service pages with Service structured data | 36 |
| Journal posts with BlogPosting structured data | 21 of 21 |
| Images with descriptive alt text | 267 of 267 |
| Pages blocked from Google (noindex) | 0 |
| Pages with a Key takeaways box for quick answers | 66 |
| Pages showing a visible Updated date | 70 |
| Pages that are mobile-ready with the language declared | 73 of 73 |
Test it yourself: paste any True North page into Google's Rich Results Test or the Schema.org validator, or run it through PageSpeed Insights. We share what we built and what it achieved, not how we built it.
Specific page proof: About (company story and trust points), Pricing (published prices), Service areas (Naples, Marco Island, Bonita Springs) and FAQ (answer-first questions with FAQ markup).
Challenges we solved
A service business on a shop platform
We kept Shopify's speed, security and hosting and turned the site into an information-and-quote experience with no cart.
Pricing that is not one number
The Quote Builder shows an estimate while being clear that a visit finalizes it, and checking 73 live addresses found no quote button pointing to the wrong page.
A clean launch
Retired pages were redirected, titles and descriptions tightened across the site, and business hours the owner did not want shown were removed.
Part of a family of sites that help each other
True North is one of four builds on this page. See Lumina Skin Sanctuary, the Fort Myers studio that started it all, and Sanctuary Growth Co, local and AI search for spas and salons. All of them run on Shopify. Browse everything on Our Work, or read how we built the True North site.
Who builds these
Frequently asked questions
Can a home watch company really quote online?
Yes, as an estimate. The True North Quote Builder prices services by home size and months away, applies bundle savings and states that a site visit is most likely required for complete pricing. The owner reviews each request before the customer receives a quote.
Does the quote tool need an app or a monthly fee?
No. It runs on the True North Shopify site itself, so there is no extra app to install. Requests arrive through the store's own contact form and the owner approves each quote before the customer sees it.
How is customer data protected?
Submissions use Shopify's built-in spam protection plus extra checks, and the tool never asks for alarm or gate codes. Prices shown on a public site can still be read by anyone, so these controls filter spam rather than hide prices.
Are the audit scores from Google?
No. They come from AI Website Design's own audit of all 70 audited pages, before and after the AI-search upgrade. They measure on-page quality, not search rankings, and we do not promise rankings.
Can you build something like this for my business?
Yes. A guided quote or estimate tool suits any service business with variable pricing. Start with the free AI visibility report or see what a $450 website gets you, then ask about a custom tool.
Get your free AI visibility report See all prices
Built by hand by the team at AI Website Design. Founder David Pipes. Custom tools such as the Quote Builder are priced by scope; see what a $450 website gets you.
