Agency Websites Are Brochures
A static services page gives a visitor nothing to do and gives us nothing to learn. We needed the site itself to deliver value: real numbers, real recommendations, before anyone fills in a form.
Internal Product · MarTech
The AI-Powered Website That Qualifies Leads While We Sleep
IndustryLead Generation / MarTech
EngagementSince 2024 · Ongoing
Project TypeAI-Powered Marketing Platform
Team ModelIn-House Product Team
Project Overview
A Marketing Site Built Like a Product
Most agency websites are brochures: static pages that describe services and end in a contact form. We treated ours as a product with its own roadmap. The site you are reading this on runs interactive ROI calculators, a visual architecture builder that emails branded PDF proposals, and a Claude-powered discovery chat that interviews visitors and captures structured project briefs.
Behind the pages sits a pipeline: every session is scored for intent, high-intent visitors trigger alerts into our own CRM, and 80 in-depth guides carry auto-generated FAQ and HowTo schema so AI search engines can cite them. The site is both our best salesperson and the demo of what we build for clients.
A Claude-powered discovery chat replaced live chat and captures structured project briefs
Interactive ROI calculators, estimators, and an architecture builder that emails branded PDF proposals
FAQ and HowTo schema generated straight from content, plus llms.txt for AI search engines
Visitor intent scoring streams into our RMS CRM and can fire hot-lead alerts in Slack
The Problem
Challenges We Solved
Anonymous Traffic Tells You Nothing
Analytics counts visits but not intent. Without knowing which visitor is researching idly and which is scoping a funded project, follow-up is guesswork and high-intent leads go cold.
Content That AI Engines Can Cite
Search is shifting from links to answers. Content had to be structured so ChatGPT, Claude, Perplexity, and Google AI overviews can extract, attribute, and cite it, not just rank it.
Proving Value Before the First Call
B2B buyers self-serve most of their evaluation. The site had to answer "what would this cost", "is my project feasible", and "what stack fits" credibly, without a salesperson in the loop.
Our Process
How We Delivered
Lead Magnets as Products
Shipped 10 interactive tools: ROI calculators, cost and timeline estimators, readiness assessments, build-vs-buy comparisons, and a visual architecture builder, each capturing qualified context alongside the lead.
A Conversational AI Front Door
Built a Claude-powered discovery bot with streamed responses that interviews visitors about their project, detects when a brief is complete, and files it as a structured inquiry, replacing third-party live chat entirely.
An Answer-Engine Optimization System
Content quality gates run on all 80 guides; FAQ and HowTo structured data are derived automatically from the markdown itself; llms.txt and explicit AI-crawler permissions make the site citable by answer engines.
Intent Scoring Wired Into Our CRM
Session tracking feeds an intent-tier model; website prospects, funnel analytics, and live-visitor views surface inside RMS, our own management system, and hot leads can alert the team in Slack.
A Server-Side PDF Factory
Architecture proposals, ROI reports, readiness reports, and the company profile are generated server-side as branded PDFs and emailed on request, turning tool sessions into tangible sales collateral.
Impact & Results
The Outcomes Achieved
10
Interactive Lead Tools Live
80
In-Depth Guides Published
73
Pages in Production
24/7
AI Discovery Chat Availability
Tech Stack
Technologies Used
Next.js 15React 19TypeScriptSCSS ModulesClaude AIReact FlowRechartsReact PDFGoogle Analytics 4Sentry
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