adSalt
Creative agency, Toronto and New York
adSalt is a creative agency in Toronto and New York that does branding, content and digital marketing, mostly for food and drink brands. Its Squarespace plan had expired, so the website was offline, and it had never been set up for search or AI tools. The new site went live on 14 October 2026.
- Client
- adSalt Creative
- Went live
- 14 October 2026
- Pages
- 18
Before and after
Before
After
What was wrong with the old site
- The Squarespace plan had expired, so adsaltcreative.com showed a Website Expired page instead of the agency's work.
- Nothing on the old site was set up for search or AI tools (SEO, AEO or GEO), and an AI search readiness audit scored it 22 out of 100. The homepage title was just "adsalt", there was no description for search results, its structured data gave only the site's name, and 36 of its 40 images had no alt text.
- The homepage had eight main headings (H1s) and no questions and answers, the kind of content AI tools quote when they recommend a business.
- The site's library held 271 images, 446 MB of originals, including 54 animated GIFs of up to 18 MB each.
- No analytics had ever been installed, so there was no record of how many people visited.
Results
The old site was offline when we started. Below is its AI search readiness score from before the rebuild, and Google's tests of the new homepage on a phone.
Our website check opens the new site without trouble, and the site lets in the crawlers ChatGPT, Claude and Perplexity use. We checked on 14 October 2026.
| Measure | Old site | New site |
|---|---|---|
| Score out of 100 | 22 | 95 |
| Measure | New site |
|---|---|
| Speed score | 100 |
| Main content shows up in | 1.5 s |
| Accessibility | 100 |
| Best practices | 100 |
| SEO | 100 |
The AI search readiness audit (AEO/GEO) scores a site out of 100 across on-page signals such as structured data, headings, meta tags and FAQ content.
AI search readiness audit: old site 22 out of 100 before the rebuild. New site 14 October 2026, 17 pages.
New homepage: Google's PageSpeed Insights on a phone, best run on 14 October 2026.
Scores are out of 100. For times, lower is better.
What adSalt needed
adSalt's website is its portfolio. With the Squarespace plan expired, anyone who looked the agency up found an error page instead of its work, so the first job was to get every page back at the address it had before.
The new site also had to load quickly on a phone despite a library full of photos, videos and animated GIFs, and be set up for Google and AI tools from the start, which the old one never was.
What we built
Every old link still works
Everything people had bookmarked and every page Google had listed opens again, including old links like /cart and /case-studies.
Set up for Google and AI tools
Every page has its own title, description and structured data, every image has alt text, the homepage answers common questions, AI crawlers are let in, and there's a guide for AI tools (llms.txt).
GIFs turned into small videos
The 54 animated GIFs became short looping videos that only load and play when they're on screen. The whole media library went from 446 MB to 86 MB.
The showreel loads last
The old site's showreel still plays behind "made you look!", but it starts after the rest of the page has loaded, and not at all for visitors who ask for less motion or are saving data.
Service pages and case studies
Five service pages, a page about food and drink marketing, and five client case studies (The Balloonary, Wizard Burger, #Bae Wine, The Bull & Bee and Boozy Moo) with their results and photos.
Questions about this project
How much did the adSalt website's AI search readiness score improve?
It went from 22 to 95 out of 100 on an AI search readiness audit (AEO/GEO), which scores a site on signals such as structured data, headings, meta tags and FAQ content.
How fast is the new adSalt website on a phone?
In Google's PageSpeed test on a phone, the new homepage scores 100 out of 100 for speed, and its main content shows up in 1.5 s.
What was wrong with the old adSalt website?
The Squarespace plan had expired, so adsaltcreative.com showed a Website Expired page instead of the agency's work. Nothing on the old site was set up for search or AI tools (SEO, AEO or GEO), and an AI search readiness audit scored it 22 out of 100. The homepage title was just "adsalt", there was no description for search results, its structured data gave only the site's name, and 36 of its 40 images had no alt text.
What did we build for adSalt?
A new site for adSalt after its Squarespace plan expired: every old link working again, an AI search readiness score up from 22 to 95, new service pages, five client case studies, and a 100 in Google's phone speed test.
Can ChatGPT and other AI tools read the new adSalt website?
Yes. Our website check opens the new site without trouble, and the site lets in the crawlers ChatGPT, Claude and Perplexity use. We checked on 14 October 2026.
Can you do the same for my business?
Yes. We start with your home page: we design and build it with your own photos and words, and you see it live before you pay. Then we build the rest of the site and set it up for Google and AI tools.