How a Dallas Court Builder Became ChatGPT's Top Answer

Ask ChatGPT who builds the best pickleball courts in Allen, Texas, and you'll get one name at the top: Total Court Construction.

A year ago, that wasn't true. Zach, TCC's founder, put it simply when we sat down with him on one of his courts:

"My business was struggling very hard before I met you."

Today, most of his leads come through the website, split about evenly between phone calls and quote forms. A growing share of the callers found him the same way:

"The last couple guys that have called me asking for a bid... I make sure to remind myself to ask where they came from. And a lot of times it's, 'Oh, I just searched up on ChatGPT and you guys were top result.' That's definitely not how it was a year ago."

Here's what we did, and what any local service business can take from it.

Where TCC started

Zach builds residential and commercial pickleball, basketball and tennis courts across Dallas-Fort Worth, handling everything from concrete to fencing, lighting, nets and hoops. It's a high-ticket service, so every lead matters.

When he came to us, he had just lost his site. It had been hacked, his Google Ads account was shut down, and the vendor he'd been using had fallen through. He needed someone to rebuild from scratch and focus on one thing: getting the phone to ring.

1. Keep the site simple

The biggest lever was removing things, not adding them.

"Most of the people that are going onto the site, they don't want to have to scroll through all this information... We have one call to action that's literally spammed a million times in the site. Just call this number."

Every section of TCC's site points to the same action: call, or get a free quote. In our testing, cutting irrelevant information is the single most important thing for conversion. Strip out everything that doesn't help someone decide, and present only what does. (More on this in Why simple copy converts better.)

For your site: pick one primary action. Put it in the header, after every major section, and at the bottom. If a visitor has to hunt for how to reach you, you've lost them.

2. Lead with proof

High-ticket buyers want to know you're real before they call.

"When you get to the site, the first thing you want to see is, these are real people."

TCC's homepage opens with drone footage of finished courts. The headline says exactly what they are: the number one court builders in Dallas-Fort Worth. Photos of real projects and reviews from real homeowners run through every page.

For your site: replace stock photos with your own work. Put reviews next to the places people make decisions, like your services and quote form, not on a separate testimonials page nobody visits.

3. Give every service its own page

TCC doesn't have one generic "services" page. Basketball, tennis, pickleball, multi-court, repair and cleaning each have their own page, with their own photos and details.

This matters twice: it helps a visitor find the exact thing they need, and it gives Google and AI assistants a clear, specific page to point to when someone asks for that service in that city.

It also opened up a market Zach hadn't been chasing. Courts that are 20+ years old need resurfacing, and that's now a big part of TCC's business:

"Resurfacing has been a great part of the business."

4. Show up where people are asking: Google and ChatGPT

Search is changing. People increasingly ask ChatGPT, Claude or Google's AI answers who to hire, instead of scrolling through ten blue links. This is what answer engine optimization (AEO) is about: making your business the answer those tools give. (We break down the full playbook in How to get your business recommended by ChatGPT.)

For TCC, that meant making sure the site clearly states who they are, what they build and where they work, page by page, backed by consistent reviews and local signals. The result, in Zach's words:

"You've got me ranked number one on Google, on ChatGPT."

When someone searches for the top pickleball court builder in Allen or the top basketball court builder in Rockwall, TCC comes up as the answer.

5. Good design is the foundation, not the strategy

Design still matters. TCC's orange, white and black palette is consistent from the logo to the yard signs. But design is the baseline that makes the strategy credible, not a substitute for it.

"We try to keep it simple. We try to keep it with good social proof. We try to make sure the design was just perfect."

The takeaway

Most small business websites try to say everything. The ones that generate leads say one thing clearly, prove it with real work, and make it easy to act.

If you're a business owner who wants more leads from your website, or you're not sure your site is showing up when people ask ChatGPT who to hire, book a call with us. And if you're in Dallas, we'd love to grab a coffee.