Website Restructure Overview
Transforming C21 Masters from company-focused to customer-centric using the StoryBrand framework
Goal
Position customers as the hero and C21 Masters as the trusted guide in their real estate journey
Method
Implement StoryBrand's 7-part framework (SB7) throughout all website content and structure
Result
Increased conversions, clearer messaging, and better customer engagement across all touchpoints
Key Improvements
Current Website Issues
Identifying problems with the existing company-focused approach
Current State
Future State (SB7)
Company as Hero
Website focuses on C21's achievements, awards, and company size
Customer as Hero
Website focuses on customer's real estate dreams and challenges
Unclear Messaging
Visitors unsure how C21 Masters specifically helps them
Clear Value Proposition
Immediate understanding of how we solve their problems
Weak Call-to-Actions
Limited, unclear next steps for visitors
Strong CTAs
Multiple clear paths forward at every stage
Generic Content
Same messaging for all customer types
Targeted Content
Specific messaging for buyers, sellers, investors, etc.
Key Problems
- Visitors bounce due to unclear value
- Lower conversion rates
- Difficulty differentiating from competitors
- Missed lead generation opportunities
Expected Improvements
- Higher engagement and time on site
- Increased lead conversions
- Clear differentiation from competitors
- Better customer journey mapping
StoryBrand Framework (SB7)
The 7-part framework that will guide our entire website restructure
Character
Customer as Hero
Problem
What they face
Guide
C21 Masters
Plan
Clear process
Call to Action
Next steps
Failure
What to avoid
Success
Happy ending
For Buyers
Character: California home buyers
Problem: Competitive market, complex pricing, overwhelming process
Guide: C21 Masters with 40+ years experience
Plan: Discovery → Search → Offer → Close
Success: Perfect home with confidence
For Sellers
Character: California home sellers
Problem: Uncertain pricing, marketing challenges, timing issues
Guide: C21 Masters with proven results
Plan: Analysis → Marketing → Offers → Close
Success: Quick sale for top dollar
Interactive Sitemap
Click any card to see internal page structure
Complete Site Architecture
Comprehensive breakdown of all pages and services
Level 1: Homepage
- Hero Section - Customer as Hero
- Social Proof Bar
- Problem Statement
- Empathy & Guide Introduction
- Clear Plan (Buyers & Sellers)
- Stakes (Success vs Failure)
- Multiple CTAs
Level 2: Main Navigation
- Property Search Tool
- Buyer's Guide & Process
- Mortgage Calculator
- Neighborhood Information
- Home Valuation Tool
- Seller's Guide & Process
- Market Analysis
- Pricing Strategy
- Agent Directory
- Specializations
- Client Reviews
- Contact Forms
- Local Statistics
- Price Trends
- Inventory Reports
- Market Forecasts
Level 3: Specialized Services
Level 4: Support & Resources
Tools & Calculators
Guides & Tips
Insights & News
Join Our Team
Implementation Plan
Step-by-step approach to restructuring the website
Phase 1: Launch Preparation
- DAY 1: Migrate agent tools to tools.c21masters.com
- Complete homepage SB7 implementation
- Set up c21masters.com domain
- Implement 301 redirects strategy
- Core pages MVP (Buy, Sell, Find Agent)
Phase 2: SEO Migration
- Complete 301 redirect mapping
- Update Google Search Console
- Submit new XML sitemaps
- Monitor rankings & fix issues
Phase 3: Specialized Content
- Build specialized service pages
- Create hyper-local lead gen site
- Implement advanced lead capture
- Local SEO optimization
Phase 4: Optimization
- A/B test conversion elements
- Advanced analytics setup
- Team training & documentation
- Performance monitoring
Success Metrics
- Approve overall strategy and sitemap
- Set up c21masters.com hosting and domain
- Begin Phase 1 content development
- Implement SEO migration plan
Domain Migration Strategy
c21realestate.com → c21masters.com + Hyper-Local Lead Generation
SEO Migration Strategy
Pre-Migration (This Week)
- Domain Setup: Configure c21masters.com with identical hosting setup
- SSL Certificate: Install and test SSL on new domain
- Content Mirror: Create exact copy of current site on new domain
- Redirect Mapping: Document all URLs for 301 redirect strategy
Migration Day (Next Week)
- 301 Redirects: Implement page-by-page redirects from old to new domain
- Search Console: Add c21masters.com property and submit sitemap
- Google My Business: Update website URL in all GMB listings
- Directory Updates: Update NAP citations across 50+ directories
Agent Tools Migration (Ylopo)
Current Setup
c21masters.com/tools
Houses all Ylopo agent dashboard, lead management, marketing tools, and training resources
New Architecture
tools.c21masters.com
Clean separation between consumer brand site and agent tools platform
c21masters.com/tools → tools.c21masters.com
Preserves agent bookmarks and SEO value while cleaning up main site architecture
Agent tools migration must be completed on Day 1 with instant redirect implementation. No interruption to agent workflows, lead management, or active campaigns.
301 Redirect Mapping
c21realestate.com (OLD)
c21masters.com (NEW)
/ (Homepage)
/ (New SB7 Homepage)
/about/
/about/
/agents-old/
/find-an-agent/
/branch/{location}/
/communities/{location}/
/tools/
tools.c21masters.com/
c21realestate.com → Hyper-Local Lead Generation Hub
Strategy Overview
Transform the old domain into a powerful local lead generation engine targeting specific California markets with location-specific landing pages and SEO-optimized content.
Implementation Plan
- Remove old content after redirects
- Install new local-focused CMS
- Set up automated local content system
- Create location-based URL structure
- Build 50+ city-specific landing pages
- Local market data integration
- Neighborhood guide content
- Local SEO optimization
- Advanced lead capture forms
- Local property alerts system
- Market report downloads
- CRM integration
- Local PPC campaign setup
- Facebook/Google local ads
- Conversion rate optimization
- Performance tracking
Target Markets
- San Francisco Bay Area
- Los Angeles County
- Orange County
- San Diego County
- Central Coast
- /san-francisco-homes-for-sale/
- /palo-alto-real-estate-market/
- /los-angeles-luxury-homes/
- /orange-county-first-time-buyers/