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Case study · Client · SEO and AI visibility
Louisville Historic Tours: from invisible to the top of search.
A tour company so popular that it was recommended by The New York Times was hard to find online, and the bookings it did win were leaking at the last step. We rebuilt the site and the path to booking.
What happened
#1
organic result for “ghost tour louisville”
First
in Google AI Overviews for the city’s best tours
2x+
sales, as reported by the owner
Since 2004
locally owned, guiding Old Louisville
The situation
Louisville Historic Tours has guided walks through Old Louisville since 2004, built on founder David Dominé’s books and recommended by The New York Times.
The real problem
Traffic was only part of it. Visitors who did find the site struggled to book, so demand the business had already earned was leaking at the last step.
What we built
A new website, built from scratch for speed, mobile, and search, using our SEO web design process
A dedicated page for every tour including the Old Louisville Walking Tour, Ghost Tour, Witches’ Tree, and Glitter Ball City
A fixed booking path from search result to paid ticket in fewer steps
Structured data and answer-first content so Google and AI assistants can read, trust, and cite it
The result
The new site went live on August 13, 2026. About 12 weeks later, Louisville Historic Tours holds the first organic result for searches like “ghost tour louisville” and “what is the witches tree,” and Google’s AI Overviews name it first for the city’s best walking, ghost, and true crime tours. In the owner’s words, traffic skyrocketed and sales more than doubled. Dated screenshots are below.
“Our traffic skyrocketed and our sales have more than doubled after bringing in Hunley Media. These weren’t quick spikes but sustained growth. We’ve doubled our team and continue to grow. Hunley Media was the reason.”
The proof
Captured in a private browser window in Louisville on November 5, 2026, about 12 weeks after the new site went live. Rankings and AI answers change over time; these show exactly where things stood that day.
See 4 more dated screenshots
Sources: louisvillehistorictours.com
Are customers looking for you and not finding you?
Louisville Historic Tours had a great product that search engines couldn’t read and a booking path that lost people. If that sounds like your business, the fix is usually closer than it feels.
Tell me what is going on. I’ll look at it myself, find what is holding you back, and show you how we fix it. If I’m not the right fit, I’ll tell you that too.
Sean Stafford, founder, Hunley Media Group
Book a free 20-minute call. Sean will talk through whether he can help and what the next step would be.
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