10Websites and digital assetsReal estate and finance
A real estate appraiser's site
a knowledge hub, not a business card
moty-mintz-preview.netlify.app
A new site for a licensed real estate appraiser who serves private clients across Israel, built as a knowledge hub that speaks the language of someone who just got a scary letter from the city.
13 pages in preview, including a betterment levy checker
The challenge
The old site was six files on an aging template, with no sitemap and not a single article, and it didn't show up in search. Looking at the competition, the money terms in the field (betterment levy, loss of value claims) were ranked mostly by law firms, not appraisers. And the reader is a private person under pressure who doesn't know the vocabulary.
What I did
- Built the site from scratch: home, about, contact, a services index and eight service pages, each with an FAQ and structured data for Google.
- Named every service the way a client would say it ("I got a betterment levy demand"), with the professional term alongside. The home page has a three step path designed to lower anxiety, not to decorate.
- Built a betterment levy checker that answers how much time is left and what the planning committee is actually claiming. The competitor review found not one interactive tool in the niche.
- Put only legal facts checked against a source into the service pages: the deadlines for appeal, what an arbitrating appraiser can and can't do versus an appeals committee, and the relevant appraisal standards.
- Set up an editing layer: one document per page where the appraiser corrects text directly, and I pull the changes back into the site. He approves professional content without ever touching code.
The decision that made the difference
No city pages. He works nationwide, and the temptation to spin up dozens of "appraiser in [city]" pages was real. Google treats pages like that as doorway pages, and they put the whole site at risk. I launched with zero city pages, with a plan for three to five deep pages later, only for areas with real demand and genuinely local content.
What came out of it
- The site is built and running as a preview: 13 pages including the checker.
Live link
moty-mintz-preview.netlify.app (preview, blocked from search engines)