Own productA management team for hire
Lad Del
operational chaosa system in 60 days
Putting operations, finance and tax in order.
In short
The website of a three-partner management team: three service lines, a 2026 VAT calculator for small businesses, lead magnets and SEO built for AI search, where a fragment ranks rather than a page.
- The home page is a hub: it answers “who is this” and routes to three service lines, each sold from its own page with its own cases and form.
- The 2026 VAT calculator runs in the browser and passes its result into the lead form, so a lead arrives already diagnosed.
- SEO for AI search: a direct 40–60-word answer as the first block, a connected Schema.org graph, llms.txt, all checked in the build.
- The analytics funnel is tagged by block, so you can see which section brings in leads.
60 days
the time the team takes to build the system
57
pages and routes, all static
6
funnel goals in analytics
Context
Three partners who ran companies from the inside: operations, product and processes (that is me), and finance and tax safety. Three independent service lines: an operations director for a project, finance and tax, and finance in construction. A client takes one without touching the rest.
Try it
The job
Consulting sells through trust and search. And search in 2026 ranks a fragment, not a page: Google AI Mode and Yandex Neuro assemble answers from pieces of different documents. A page that hides its answer in the middle of long text loses to one with a short, precise paragraph at the top.
Solution
- 01
A hub and three storefronts
Each line has its own first screen, cases, questions and form. Each text lives in one place: cases are tagged by line and served by selectors, with no copies.
- 02
A tool instead of a promise
The 2026 VAT calculator: three fields in, three lines out. “Get a review” drops the result into the lead form’s “main pain” field.
- 03
Materials for a contact
Files are not public: after the form a person gets an HMAC-signed link valid for 7 days, and the admin shows what they came for.
- 04
Search of the new kind
A direct answer first, anchors and tables of contents, a connected Schema.org graph, llms.txt and a full-text RSS feed. The build fails if an answer is missing, titles repeat or links break.
Principles
- SEO
Markup only describes what is visible on the page
Why. No invented reviews or ratings in Schema.org: that is not optimisation but grounds for a manual penalty. Until there are real reviews, the review list is empty.
- DOCS
Documentation updates itself
Why. Lists of routes, service lines, environment variables and analytics goals are generated from code by a pre-commit hook. A hand-written README lies within a month.
- LEGAL
Company details are validated at build time
Why. Tax IDs are validated by checksum and the phone by format. A typo breaks the build at once instead of surfacing a month later in a search card.
Analytics
Six funnel goals: a calculator result, a jump from the calculator to the form, opening a material, leaving a contact for it, a click on any lead button with a source parameter, and a submitted lead. Without the source parameter you cannot tell which section brings in leads, and so there is nothing to optimise.
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