Case study · Hooligan Sport Fishing
From a dead page to booking online
Since April, his Google listings sent guests to a "Site not found" page. Now his own site shows all eight trips with their prices, and a guest books a date with a 25% deposit.
- Where
- Islamorada, FL
- What they run
- Light tackle fishing charters
- Old site
- WordPress, down since April
- Live in
- 10 days
Before and after
Before
- Old site:No reviews
- Old site:No trips named
After
- New site:246 reviews
- New site:Trips listed
“I’ve been to hell and back with quite a few in the last five years and came across CharterChoice … I can only give them super high accolades.”
Capt. Sal GozzoOwner, Hooligan Sport Fishing, IslamoradaWhat was wrong with the old site
The last copy of the old site is from April 2026. After that, the domain showed an error page.
- Old site:
The site was down
Since about April, his address showed a "Site not found" page. Both of his Google listings linked to it, so a guest who tapped Website got an error.
- Old site:
Prices and times didn't match
The home page cards said $399 for the family trip and $625 for the near shore trip. The FAQ said $475 and $675. The tarpon card said 5 hours at 8 am; everywhere else said 4 hours at 3 pm.
- Old site:
A personal cell for the business
The site and both Google listings gave his personal cell as the business number.
- Old site:
Three reviews out of 246
The site showed three short reviews. His guests had left 246 on FishingBooker, and none of those made it onto his site.
- Old site:
Template text left in
Stock tiles like "Luxury Charter", a block of three unsigned stock reviews, and one section printed twice.
Where Google sent guests
Before
After
The trips on the home page
Before
After
Why guests can book now
Here's what changed for a guest who finds him on Google.
Old site:An error page
New site:Eight trips, each with its price and a Book button
A guest who searches his name now lands on the trips, not on a dead end.
Old site:Two prices for the same trip
New site:One price per trip, the same on every page and in the calendar
A guest who sees two prices has to call to ask. Many won't.
Old site:Nowhere to book on his own site
New site:Pick a date and pay a 25% deposit
A family planning at night can lock in the day before someone else takes it.
Old site:Three short reviews
New site:A wall of guest reviews, sorted by captain
A guest can read what other families said about Capt. Sal or Capt. Dan before picking a day.
Old site:His personal cell
New site:A local 305 number that rings through to him
Guests call or text the business, and his own cell stays his own.
What Google sees now
For months Google had only an error page to show. Now it has a full site to read.
Before
hooligansportfishing.com
Site not found
None. The address answered with an error page, so Google had nothing about his trips to show.
After
hooligansportfishing.com
Hooligan Sport Fishing | Islamorada Fishing Charters
Islamorada light tackle charters with Capt. Sal Gozzo and his son Dan. Gulf side, reef, offshore and Everglades trips on a 24' SeaHunter, up to 4 anglers.
Back in front of Google
The address works again, and its 14 pages are listed for Google in a sitemap we sent the day it went live.
A page for each trip, with the town
Eight trip pages, each titled with its town, like "Tarpon & Shark in Islamorada, FL". Those are the words a guest types.
Trips and prices Google can read
Each trip page labels the trip, its price and where it leaves from, in code guests never see.
One business, everywhere
The code ties his site to his Facebook, his Instagram and his three charter listings, so Google can tell they're all the same business.
Ready for AI answers
A guest can ask an AI tool about light tackle trips in Islamorada, and his site now gives it his trips and prices to answer from.
All eight trips and what they cost
A file called llms.txt lists every trip with its hours and price, from the $575 family trip to the 8 hour offshore day.
Both captains by name
The code names Capt. Sal Gozzo and his son Dan, the boat, and how many anglers it takes.
AI bots are let in
The bots from ChatGPT, Claude and Perplexity can read every page, and the sitemap lists all 14.
A short booking guide
It tells AI tools to book through the trip's own page, and gives his number, (305) 306-2928, for a guest who wants a person.
The PageSpeed scores
On a phone, his home page shows its main picture in 1.6 seconds and scores 100. All eight trip pages score 98 or better.
The site today
On a phone
Speed
Easy to use
Best practices
SEO
Main picture shows in 1.6 s
AI tools test passed 4/4
On a computer
Speed
Easy to use
Best practices
SEO
Main picture shows in 0.5 s
AI tools test passed 4/4
The reports themselves
New site
Scores from Google’s PageSpeed Insights, home page. They move a few points from run to run.
More sites we’ve launched
Want to schedule a time to talk?
Book a 20-minute call with Nick. He’ll answer your questions, show you sites we’ve built for other charters, and tell you straight if it’s a fit.
- Month to month
- No setup fee
- Live in 7 to 10 business days
- You keep your website if you leave
18 onboarding spots available this month
“I spoke with Nick personally. He’s prompt about getting back to me.”