Small Business Website Spec

Small Business Website Spec

⚠️ This is a planning/specification reference, not a deployable skill for no-code platforms. Base44 and similar builders have no CLI the agent can call — building there means dragging pages in a web editor, done by a human. A static framework (Astro/Hugo/Eleventy) on Vercel/Netlify/Cloudflare Pages is agent-workable: the agent can clone the repo, edit, run checks, and push. Either way, this skill is the spec: page structure, copy voice, estimator widget, SEO checklist, form handling, and the DNS cutover runbook.

When to Use

• Planning a website rebuild for a small service business
• Choosing between no-code (Base44, Wix Studio, Squarespace) and a static framework (Astro on Vercel)
• Page structure, copy voice, estimator widget, SEO requirements
• DNS migration notes (registrar → new host)
• Wiring contact-form submissions into the agent (email → IMAP polling → CRM → Telegram)
• NOT for automated no-code deployment — no agent-accessible CLI exists there

Platform Decision: No-Code vs Static Framework

Both paths are valid. Pick by workload, not by hype:

How to choose: if the site needs user accounts, database writes, or complex app behavior, no-code (or a real framework with a backend) earns its subscription. If it's a marketing site — pages, photos, an estimator widget, a contact form — a static build is cheaper, faster to load, better for SEO, and fully agent-workable.

We started on Base44 (for a hackathon "the agent bought the subscription" beat, which is what stripe-link-cli is for), then pivoted to Astro-on-Vercel for the production site because a static marketing site had zero backend needs. The pivot itself was cheap because the spec (this document) was written before either build — page inventory, copy voice, estimator logic, and SEO checklist all carried over unchanged.

Prerequisites

• Domain at a registrar (GoDaddy or similar) — keep DNS there, repoint records
• Static path: git repo, framework (Astro recommended), hosting account (Vercel/Netlify)
• No-code path: builder account, manual signup + build in the web interface
• Form delivery: an email API (Resend/Postmark/SES) or SMTP — forms should email the owner's inbox
• Payment for no-code subscriptions via the stripe-link-cli skill (agent handles the spend, human handles the build)

Website Architecture

Pages needed (marketing site for a service business)

1. Home — hero image, value proposition, primary CTA ("Get Free Estimate"), estimator above the fold
2. Service pages — one per service line (built from a template route; each names the reader's exact situation in the first two sentences)
3. Service area / location pages — one per market city (template route, real local copy, not doorway spam)
4. Realtors & property managers — the B2B repeat-revenue page, if referrals drive the business
5. About / Why Us — owner story, process steps, trust signals, real photos
6. Gallery — real job photos, captioned
7. FAQ — include a "what makes you different from everyone else?" answer
8. Contact — form with estimator pre-fill flow
9. Reviews — embedded review widget (or hold back until the widget is wired)
10. Thank you — noindex, conversion event fires here
11. Terms — warranty/terms as a proper page (not a PDF scan)
12. 404, plus robots.txt, llms.txt (for AI/agentic search), sitemap-index.xml

Estimator tool integration

The estimator is the conversion hook AND the differentiator. Pricing logic lives in ONE place (see estimator-engine skill; a rate-card.json both the website widget and the agent read is the cleanest split).

• Input: square footage, region tier, property type (residential/commercial/apartment), add-ons
• Output: a ±15% range, never a single number, never internal line-item math
• Flow: result → one tap → contact form pre-filled with all inputs + quoted range
• Mobile-first: thumb-reachable controls, ≤60 seconds, ≤8 taps
• The website widget, the agent's chat estimator, and the rate-card file must all read from the same rate card. If a price changes, change the rate card first; both consumers pick it up. Canonical source: estimator-engine.

Contact form handler

• Serverless function (or the host's form feature) receives the POST
• Email API (Resend etc.) delivers to the owner's inbox — reply-to set to the submitter so the owner can hit Reply
• Honeypot spam field (hidden "company" input — if filled, reject silently)
• Validate: required core fields, plus "at least one of phone or email"
• Carrying estimator data into the form? Keep it as structured fields in the submission email — the agent's inbox monitor parses them (see below)
• Optional webhook to the agent — but see "Lead intake" before exposing one

Lead intake (agent integration)

Two ways to get form submissions to the agent:

A. IMAP polling (recommended default). The form emails the owner's inbox with a stable subject prefix (New website lead: ...) and a structured plain-text body. A no_agent=True cron script polls the inbox every 3 min, parses the fields, logs to CRM, and texts the owner's Telegram. Latency ~3 min — irrelevant for a few leads a week. No public endpoint, nothing to attack. Full pattern: grasshopper-voicemail-monitor skill and its notification-email reference.

B. Webhook (faster, more surface). The form handler POSTs straight to an agent endpoint. You get instant delivery but you must expose, secure, rate- limit, and monitor a public URL on the agent box. Only worth it at volume.

Choose A unless leads/minute is a real metric for you. The webhook code can stay in the form handler, dormant, if you want the option open.

Content guide

Copy voice

• Premium-because-[your real differentiator] — never "affordable," "budget-friendly," "cheap" (they attract price-shoppers, not your buyers)
• Lead with the outcome (it works, it's guaranteed, it's permanent) — not the chemistry
• Name the reader's exact situation in the first 2 sentences of every service page
• Specificity = trust: real cities, real timeframes, real guarantee terms
• ~7th-grade reading level, short sentences

Banned-word check

Add a verify-script check for cheap-sounding words: affordable, budget-friendly, cheap, competitive pricing, "we work with many budgets," best-in-class, world-class, "look no further." Ban list lives in the repo and runs in CI — banned words slip back in with every copy edit otherwise.

Guarantee

If you advertise a guarantee, state its exceptions wherever the guarantee appears — exceptions buried on a distant page erode trust and invite disputes.

Common Pitfalls

• Contact-form cutover risk: the OLD site's form probably works and goes to the owner's inbox. Do NOT repoint DNS until the new form is verified delivering to that same inbox on a staging domain. Breaking a working lead path is worse than keeping the old site live another week.
• DNS propagation: 24-48h. Save old DNS values for instant rollback.
• Email routing: changing A/CNAME records is fine, but MX records stay pointed at the email host (e.g. Workspace: imap.secureserver.net / smtpout.secureserver.net). Repointing MX silently breaks the business's email.
• Mobile-first: most service-business leads come from phones. Test at 320px, 375px, 414px widths.
• 301 redirects: map old (especially WordPress) URLs → new pages before cutover, or years of accumulated SEO equity 404s overnight.
• Banned words: enforce via the verify script, not vigilance.
• Terms & conditions: a scanned-image PDF has no extractable text — transcribe it into a real page.
• Stock photos: verify licensing before a live launch; "we scraped them from our old site" is not a license.
• Browserless agent box: no-code checkout and Lighthouse audits need a browser. The agent can't drive a web UI without Chromium (npx playwright install --with-deps chromium); run audits via web tools.
• Region classification sync: if you update region tiers in estimator-engine, update the estimator widget options AND the rate-card file. All three must match. Canonical source: estimator-engine.
• No-code export is a one-way door: the frontend exports; the backend doesn't. If you start on no-code, treat it as a prototype — don't wire business logic (auth, DB, entities) into it that you'll have to rebuild.
• Agent pushes to main: for a 1-2 person shop, direct-push with a quality gate (tests + verify script) is faster than PR review. Whatever you choose, make it a written convention — agents follow conventions, they don't infer them.
• GitHub PATs expire: if the clone URL embeds a PAT, pushes fail mysteriously ~30 days later. Check the token's expiry when setting up, and note the git remote set-url fix before it bites.

DNS Configuration (registrar → Vercel example)

Type: CNAME
Name: www
Value: cname.vercel-dns.com

Type: A
Name: @
Value: 76.76.21.21 (Vercel default)

(No-code hosts give you their own CNAME/A targets — same idea.)

Do NOT touch MX records — email stays with the email host.

Cutover order:

1. New contact form verified delivering to the owner's inbox (staging domain)
2. Owner sign-off on content + design
3. THEN repoint DNS
4. Old DNS values saved for instant rollback

Verification Checklist

Quality gate (automated — run before every push)

• Every page renders static HTML with copy in the raw HTML (no client-only content)
• Unique title (≤60 chars) + meta description (≤155 chars) per indexable page
• Exactly one H1 + substantial body copy per page
• Zero banned words (enforced by script)
• Estimator output matches the agent's chat estimator (same rate card, test N quotes)
• Guarantee caveats reachable from every page mentioning "guarantee"
• Structured data (LocalBusiness, Service, FAQPage) + tap-to-call on every page
• robots.txt, llms.txt, sitemap-index.xml present; /thank-you is noindex
• Unit tests pass (pricing engine + form validation)

Pre-cutover (manual)

• Owner sign-off on the site
• Form submissions verified delivering to the owner's inbox on the real domain
• Schema.org validates (Google Rich Results Test)
• Lighthouse mobile: Performance ≥90, SEO ≥95, Accessibility ≥90
• Real photos on the site (machines/equipment/jobs, not stock)

Post-cutover

• DNS propagated (dig yourdomain.com) + HTTPS working
• 301 redirects from old URLs live
• Email MX records preserved (don't break email)
• Search Console + Bing Webmaster verified; sitemap submitted
• Analytics events firing (estimator_start, estimator_complete, form_submit, call_click)
• Mobile responsive verified on real devices
• Lead-intake monitor (if used) picking up form submissions → CRM → Telegram