The Setup
New York Intelligence Agency is led by David Schassler — an Emmy Award-winning investigator with the kind of resume you can't fake. The problem was simple: nobody searching for a Manhattan PI knew that, because the website didn't say so loudly enough and didn't show up where it needed to.
Private investigation is a niche where the actual purchase decision is driven by three things: credibility, discretion, and search results. If you can't be found, you don't get the call. If the site looks cheap, you don't get the meeting. If the credentials aren't on the page, you don't get the retainer.
The brief was to build a real authority site — not a brochure — that ranked across every borough for every case type a serious client might be searching for.
The Two Sites You Should Actually Look At
The Strategy
Private investigation searches in New York break down into three intent buckets: case type ("matrimonial investigation NYC"), location ("private investigator Brooklyn"), and combination ("infidelity investigator Manhattan"). Almost no PI site in the market was building real pages for the combination queries — they had one homepage and a contact form.
We built an architecture that addresses all three. A real homepage for top-of-funnel branding. A real case-type page for each service. And a real location page for each borough, each major neighborhood, and the surrounding counties where the agency takes work.
"In investigation work, the website isn't marketing. It's the qualification stage. By the time someone calls, they should already trust you."
The Schassler Asset
David Schassler's resume — Emmy Award, decades of network television work, federal-level investigative experience — is the kind of credential most agencies in this space don't have. The mistake the old site made was burying it. The new site puts it where credibility belongs: visible, repeated, and structured for search engines to recognize as an entity, not just a name.
What Changed for the Business
Inbound calls shifted from "is this real" to "we want to retain you." Attorneys started linking to specific case-type pages when referring clients. The agency started getting the kind of inquiries that don't ask about price first — they ask about availability and confidentiality first.