BI Consulting Services Site and AI-Search Scorecard 23 September 2026

Martha Jefferson House scores 57 of 100 on how the web and AI assistants see it today.

Prepared for Rebecca Griffith, Executive Director Reviewed domain marthajeffersonhouse.org Charlottesville, Virginia
Modernization of websites and deep analytics, both rich in content
The score

Strong reputation, thin machine-readable footprint

Six weighted categories, scored from the public pages of marthajeffersonhouse.org and from Semrush domain data measured on 23 September 2026. Sixty years of care in Central Virginia is not reaching search engines and AI assistants at anything like its real size.

57 out of 100 OVERALL

Mid band. The foundations are sound and the content is honest. What is missing is depth and structure, which is the cheapest kind of gap to close.

Design and mobile13 / 20

Warm and legible, but the layout is template-led and photography is not used at the scale the community deserves.

Speed and tech health9 / 15

SSL is in place. Page weight is heavy for a small brochure site, and the split between two domains costs technical credibility.

Conversion path11 / 20

A phone number and a contact page. No tour request path repeated on every page, and no short form above the fold.

SEO basics10 / 20

190 organic keywords for a community with more than 60 years of history. Brookwood and the four residence areas have no pages of their own.

AEO, answer engine readiness6 / 15

Eight real FAQ questions are published with no FAQPage structured data behind them, so assistants cannot quote the answers.

Trust8 / 10

History, named residence areas and therapy services all read as genuine. The strongest category on the card.

Semrush, measured 23 September 2026

What the domain data says

All figures are for marthajeffersonhouse.org, the domain that actually serves the website.

Domain snapshot

marthajeffersonhouse.org

1,085,805
Semrush rank
190
Organic keywords
1,058
Monthly organic visits
0
Paid keywords
0
Keywords with FAQ schema
32
AI Overview keywords
175
People Also Ask keywords
2
Domains in play, site and email

The pairing that matters: 175 People Also Ask keywords and 32 AI Overview keywords against the domain, and zero keywords carrying FAQ schema. Questions are being asked about this community in exactly the format the site already answers on its FAQ page. The markup that lets an assistant quote those answers is simply absent.

Findings

Three things worth fixing, with the evidence

Each one is checkable on your own site in under five minutes.

1
Highest value

The website and the staff email run on two different domains

The website is served from marthajeffersonhouse.org while staff email runs on mjhouse.net, and mjhouse.net does not serve the website. Search engines, AI assistants and referral directories split their signals across the two names. That split is a large part of why the site carries only 190 organic keywords for a community with more than 60 years of history in Charlottesville. Consolidating on one canonical domain, with proper redirects from the other, is the highest-value fix available.

Check it yourself Open marthajeffersonhouse.org and then mjhouse.net in two tabs. One serves the community website; the other is the mail domain and does not. Then look at any staff signature: the email reads @mjhouse.net while every printed and web reference points at marthajeffersonhouse.org. Two earlier reviews of this community missed the site entirely because only mjhouse.net was checked.

Fix: choose the canonical domain, 301 redirect the other at the root and at every path, align the email domain or publish a clear cross-reference, and resubmit the sitemap. Days 1 to 30.

2
Quick win

A real FAQ page with no FAQPage structured data behind it

Eight specific and genuinely useful questions are already published, covering memory care, payment, entrance fees, moving between levels of care, couples with different care needs, skilled nursing, community size and respite. Semrush shows 175 People Also Ask keywords and 32 AI Overview keywords against the domain, and zero keywords carrying FAQ schema. The questions are already written. The markup that gets them quoted is not there.

Check it yourself Open the FAQ page, view source, and search for FAQPage or application/ld+json. Then paste the page URL into Google's Rich Results Test. No FAQ result will be detected. The sample site linked below shows the same eight questions with valid FAQPage JSON-LD wrapped around them.

Fix: add FAQPage JSON-LD using your own approved answers, word for word as they appear on the page, plus LocalBusiness and Organization markup on the home page. Days 1 to 30.

3
Depth gap

190 organic keywords and 1,058 monthly visits for a community founded in the 1950s

Depth, not quality, is the gap. What is published is accurate and warm; there is just too little of it. The therapy services line, Brookwood Therapeutic Services, and the four residence areas, Eleanor's Landing, The Perry Wing, The Carlyle and Hunter's Way, each support a page of real content that does not exist yet. So does the history: a 1921 house, wings added around 1957, independence from the hospital in 2000, the Perry Wing in 2008.

Check it yourself Search site:marthajeffersonhouse.org in Google and count the indexed pages. Then search site:marthajeffersonhouse.org "Brookwood" and site:marthajeffersonhouse.org "Eleanor's Landing". Each named part of the community that a family would search by should return a page of its own.

Fix: one page per residence area, one for each therapy discipline under Brookwood, and a dated history page. Days 31 to 60.

Sequence

A 90-day fix sequence

Ordered so that the cheapest structural work happens first and the measurement is in place before any spend.

Days 1 to 30

Settle the domain, mark up the answers

  • Decide the single canonical domain and redirect the other, path by path.
  • Add FAQPage schema to the existing eight questions, using your approved wording.
  • Organization and LocalBusiness markup, one consistent name, address and phone everywhere.
  • Claim and align the major directory and referral listings on the chosen domain.
Days 31 to 60

Content depth and a tour path

  • A page each for Brookwood Therapeutic Services and for physical, occupational and speech therapy.
  • A page each for Eleanor's Landing, The Perry Wing, The Carlyle and Hunter's Way.
  • A tour request path on every page, not only on the contact page.
  • A dated history page: 1921, about 1957, 2000, 2008.
Days 61 to 90

Measure, then test paid

  • Inquiry and tour tracking from web forms and the phone log into one funnel.
  • A monthly operating view the leadership team reads, not a raw analytics export.
  • A small paid search pilot on Charlottesville assisted living terms, capped and measured.
  • Re-score the site and compare against this card.
See the work

Three things we built for this review

All three are live now. Nothing here is a mockup image; they are working pages.

Sample site

A modernized home page

Built from your own words and your own photography, with the eight FAQ questions wrapped in valid FAQPage structured data.

Open the sample site
 Dashboard

A month-end operating board

Occupancy by residence area, Brookwood therapy volumes, inquiry to tour conversion, and a private ask-the-data panel. Illustrative figures.

Open the dashboard
 Deck

The nine-slide review

The same score, subscores, Semrush figures, three findings and 90-day plan in a deck you can forward to your board.

Open the PDF