All digital work splits into two types:
The rule: lead with off-property. Trail website services last.
This is not a compromise — it is the strongest possible strategy. Off-property services deliver the fastest, most visible results for a local business:
The "no website access" constraint is the competitive advantage. It forces Digital Works into the highest-ROI, fastest-to-deliver services — and keeps the operation fully scalable without human bottlenecks.
The business model is Land and Expand: give them something free (directory listing), show them a problem (Digital Health Check score), sell them the fix (packages), step them up every 60–90 days as they see results.
| Level | Price | What They Get | Website Access? |
|---|---|---|---|
| FREE — Directory Listing | €0 | Name, phone, category, town, 1 photo, 50-word description. Self-serve. AI runs Digital Health Check automatically on registration. | None needed |
| STARTER | €25/month | Enhanced listing (full gallery, featured placement) + one-off Google Business Profile setup and optimisation + 1 AI blog/month posted to their LeitrimLocal page. | None needed |
| GROWTH | €65/month | 2 blogs/month distributed across GMB, Facebook, Medium + Citation Scan and Fix (first 20 directories via BrightLocal) + Review Monitoring alerts. | None needed |
| PRO | €99/month | 4 blogs/month (weekly) across all 6 platforms + Full Citation Builder (50 directory submissions) + Review Response Drafts (AI writes replies, client approves in one click) + 3x/week Facebook/Instagram posts. | None needed |
| BRAND BUILDER | €200/month | Everything in Pro + Facebook/Instagram/TikTok ad campaign management (ad spend separate) + LinkedIn content + monthly performance report (rankings, reviews, citations). | None needed |
| WEBSITE BUILD | €99–€2,000 one-off | €99 entry-level 5-page template (see Section 05). €500–2,000 for fully custom build. Once published, full SEO/AEO/GEO optimisation access unlocked on the website. | Domain access required |
Key principle: The overlapping products resolve into two clean delivery tracks. The BrightLocal track handles Citations + Reviews + Audits. The Blog Agent Team handles Content + Social + GMB Posts. Two parallel AI agent teams. No confusion. No overlap.
The Digital Health Check is a one-page AI-generated audit report that runs automatically the moment any business registers on LeitrimLocal.ie. It shows:
Most Leitrim businesses will score 15–40 out of 100. That number does the selling. No call needed. No email needed. Just a number and a "Fix This" button.
Each problem area links directly to the package that fixes it:
Public lead magnet: Offer the Health Check free at leitrimlocal.ie/health-check — any business types their name and town. No registration needed. The report runs on DataForSEO + BrightLocal APIs at approximately €0.50 per report. Every report ends with the package selector. This builds the prospect database automatically.
Data tools powering the check: DataForSEO (Google Maps rank, GMB completeness, site speed), BrightLocal (citation count, citation accuracy, review score). Total cost per report: ~€0.50–€1.00.
Every client touch point is automated. Sean never gets involved unless something breaks, or a client upgrades to the custom Website Build which needs a one-time scoping call until the AI website builder is ready.
| Trigger | Automated Action |
|---|---|
| Business registers (free) | Welcome email sent + Digital Health Check runs automatically |
| Package purchased (Stripe) | Confirmation email + "your first delivery within 48 hours" + AI agents briefed |
| Blog published | "Your blog is live — here are the 6 links where it's published" email |
| Citations submitted | "We've added you to 20 new directories — here's the list" report email |
| New review appears | "New 5-star review on Google — here's our suggested response" email (one-click approve) |
| Monthly cycle | Performance report: GMB views, blog traffic, citation count, review score vs last month |
| 60 days on Starter | Automated upsell email: "You're getting results — here's what Growth adds for €40 more per month" |
Delivery cost model per client at the €65/month Growth tier:
At 30 Growth clients: €1,950/month revenue, ~€180 delivery cost. At 100 clients: €6,500/month revenue, ~€600 delivery cost.
The concept: One fixed template. Same layout every time. No design work — just swapping the business's information, colours, and fonts into the template. The client never speaks to a designer. They pick from a menu and confirm payment.
The 5 pages (recommended for every local Irish SMB):
| Page | Purpose | AEO/SEO Value |
|---|---|---|
| 1. Home | Hero section, key services, trust signals (Google reviews widget, years in business), CTA (call / book / enquire). Contact details and Google Maps embed in footer. | Primary landing page — name + location + category keywords |
| 2. About Us | The people behind the business, the story, why they started, what makes them different. Builds trust — people buy from people. | E-E-A-T signals (Experience, Expertise, Authoritativeness, Trustworthiness) |
| 3. Products & Services | Full list of what they offer, with description and pricing if applicable. One section per service. Photos where relevant. | High-intent keywords — "plumber Carrick-on-Shannon", "beauty salon Leitrim" |
| 4. Gallery | Photos of the premises, products, team, work completed. Recommended as the universal 4th page — works for every business type: restaurant food photos, salon before/after, trades portfolio, hotel rooms. Alternative: Testimonials (professional services) or FAQ (complex services). | Image alt-text SEO, visual trust builder, reduces bounce rate |
| 5. Blog | AI-generated blog posts published here monthly/weekly. This page is the content engine — indexed by Google and AI search tools. Connects directly to the Blog Content Package upsell. | Long-tail SEO, AEO (AI search answers), GEO (location + topic authority) |
Client configuration — what they choose:
The purchase flow (zero human contact):
What changes once we have their website:
The €99 website is the gateway to the full SEO stack. Once they have a website we built, we have the access needed to optimise it for life. Every month they stay on a content package, their website improves.
Pricing decision pending: €99 entry-level template vs €199. Factor: €99 is a near-impulse buy for any business. €199 is still affordable but creates slightly more friction. Recommend starting at €99 to build volume — raise to €149 or €199 once the template system is proven. Add a €15–20/month hosting fee on top (covers Vercel/Netlify hosting, domain management, SSL).
The client admin panel is the entire product. If a client can log in, see their score, pick a package, and buy — without emailing or calling anyone — the business model works. Build in this order:
| # | What to Build | Why First |
|---|---|---|
| 1 | Digital Health Check page — public-facing at /health-check, also inside admin panel | This is the entire sales engine. Without it, there's no automated reason to buy. Build this before anything else. |
| 2 | Packages page — 4 monthly tiers with Stripe payment buttons, clear benefits per tier | The Health Check needs somewhere to send people. Simple grid layout. No friction. |
| 3 | My Blogs page — shows every blog written for this client, links to all 6 published locations | First visible result of being a paying client. Builds trust. Shows the AI team is working. |
| 4 | My Citations page — shows current directory count, accuracy score, which directories are live | Proves the BrightLocal work is happening. Tangible evidence of value. |
| 5 | My Reviews page — shows all Google reviews, pending response drafts, response history | Sticky feature — clients check this weekly. High engagement = low churn. |
| 6 | Website Build card — last item on Packages page, slightly separate, "Get a website for €99" | Offered last. Not promoted until client has been on a monthly package for 60+ days. |
What the client sees in their panel (navigation):
Based on Leitrim as the pilot county (~800 active local businesses in Carrick-on-Shannon area, ~3,000 across full county):
| Scenario | Free Listings | Paid Clients | Avg Package | Monthly Revenue |
|---|---|---|---|---|
| Conservative (Year 1) | 200 | 30 | €65 | ~€1,950/month |
| Target (Year 1-2) | 500 | 100 | €75 | ~€7,500/month |
| Stretch (Year 2) | 800 | 200 | €85 | ~€17,000/month |
| National (32 counties) | 10,000+ | 3,000 | €80 | ~€240,000/month |
Website build revenue (one-off): If 10% of 100 paid clients buy the €99 website in Year 1 = 10 websites × €99 = €990 one-off, plus €15/month hosting each = €150/month recurring. At scale, custom website builds (€500–2,000) become a meaningful revenue line once the AI builder is mature.
Key assumption: 5–10% conversion of free directory listings to paid packages. This is conservative — the Digital Health Check creates a compelling, automated sales case for every business that registers.
The national model (32 counties) does not require 32 times the work. The same AI agent teams, the same admin panel, the same BrightLocal white-label tools — just more clients in the database. Cost of scaling from 100 to 3,000 clients is primarily the BrightLocal agency plan cost increase, not headcount.