Starlit Homes is a NetZero certified custom home builder operating out of London, Ontario and the surrounding Southwestern Ontario townships. When we first looked at them they had a 4-page Lovable build the founder had vibecoded himself, which was a decent first effort but doing almost none of the heavy lifting the business needed. No schema, no llms.txt, no AI-bot allowlist, no blog, no model pages, and almost no indexable content beyond the homepage. The Lighthouse score was decent on desktop and stumbling on mobile, isitagentready.com was failing across the board, and AI citation count for the brand sat at zero. We ran the three free audits, printed the findings on one page, and reached out.
The intro call lasted twenty minutes. The founder told us he loved building the original site himself but knew it wasn't doing what his business needed, which was to read like a builder operating in 2026 rather than 2014. He wanted deep content about NetZero construction, model-by-model pages a prospective buyer could browse, and structured data so Google and the AI engines understood what the company does. We didn't quote on the call. We sent a one-page proposal two days later: Story tier build at $5,000, plus a Local retainer at $300/mo, year one total of $8,600. Cheaper than the rebuild quote he'd already been considering, with substantially more shipping.
The build ran four weeks. We shipped 17 core routes plus 12+ model detail pages out of a single TypeScript data file, which is the trick that makes the whole site scale: one row in the data file becomes one indexable page about one home, carrying its own meta tags, OG image, schema block, and floor plan content. The Ausable Bluffs Enclave alone runs the Vega, Lyra, Orion, and Draco models in the 1,420 to 2,400 square foot range, with the Zenith Bespoke ultra-luxury collection on top of that. Nine blog articles seeded the building-science hub on topics a NetZero buyer searches for: thermal bridging, ERV mechanics, radon mitigation, ACH standards, hybrid heat pump comparisons, the topics almost no other builder in the region writes about. The contact form is a multi-step Supabase wire-up so leads land somewhere the founder can see them.
Schema-wise the site ships six types layered on top of each other. HomeBuilder LocalBusiness is the spine, with the NetZero and Energy Star certifications wired into the JSON-LD alongside the LHBA, OHBA, CHBA, and Tarion memberships. Product schema per model with additionalProperty spec sheets covering square footage, bedroom count, and the 1.5 ACH or better blower door standard that's the operating signature. HowTo schema on the five-step design-build process, CollectionPage on the blog hub, FAQPage on the model detail pages, and BreadcrumbList across the site. Most other custom builders in the region ship one schema type or zero, which is why they're invisible when a buyer asks ChatGPT about NetZero builders in London Ontario and Starlit shows up.
Month two onward, the founder told us the new site sets them apart from every other builder in the region, and the lead flow has shifted from referrals-only toward inbound buyers who land on the building-science articles and ask informed questions before the first call. We were also figuring out the model-page pattern as we went, in fairness, and the second iteration of the data file is cleaner than the first. They're our cleanest reference call now, which is partly luck and partly the shape of how the deal closed over seven days.
