# Pool Pro Presence — Full Site Documentation

## Overview

Pool Pro Presence builds and manages websites and digital presence for U.S. pool service professionals (cleaners, builders, repair, renovators, openings/closings, pool covers, commercial accounts) so homeowners find them and call them first — not the competition.

**Positioning line**: *Your web presence. Owned. Optimized. Always working.*

**Core principle**: We sell the absence of a problem (no more lost calls, no more DIY disasters, no more outdated listings, no more tech overwhelm). We do not sell "websites" or "website management" as a commodity.

**Lead-with-pain rule**: Every page, hero, ad, and email starts from a pain the pool pro is feeling — *not* from features.

**Brand origin**: Pool Pro Presence is operated by **John A. Barba IV** (software engineer and web developer, 30+ years; primary webmaster / technical build & fulfillment — site https://john.barba4.com) and **Lisa Barba** (outreach coordinator, director of member services — operations and member communication). They are a husband-and-wife team, deliberately not positioned as a one-person boutique. John's family has been in the pool cover business since 2000 (Superior Pool Covers in Portland, Rogue Pool Covers in Medford); he has managed their web presence since the early days and watched good pool pros lose work because their website never showed up. Pool Pro Presence exists so that doesn't keep happening.

**Operating mode**: AI-assisted, human-supervised. Online-first business serving the U.S. nationally. Spanish (`/es/`) mirrors the English product ladder and main marketing pages (home, pricing, audit, starter-kit, full-presence, trial, about, contact, portfolio, market-analyzer).

**Website**: https://www.poolpropresence.com
**Public email**: hello@PoolProPresence.com (HTML-entity encoded on-page to resist scraping)
**Member email**: members@PoolProPresence.com
**Social**: X, LinkedIn, Facebook, Reddit (tracked vanity links via `/x/`, `/linkedin/`, `/facebook/`, `/reddit/`)

---

## The Product Ladder (three service offers + two entry points)

**Typical path**: Audit or $5 trial → Web Presence or Foundation. People can skip the trial and go straight to any plan.

**What we actually sell (four core value pillars)**:
1. Fixed-cost web presence as a service — one predictable fee, no surprises, no hourly billing
2. The experience — an asynchronous, done-for-you development approach that fits around running a pool business, not instead of it
3. Professional appearance — a site that looks like a real business, not a DIY project
4. Improved visibility — showing up where homeowners search, when they search

**Two active service paths**:
- **Foundation** ($60/yr): Hands-off hosting + domain + SSL. Changes at $60 each when needed. No active SEO. No FTP/cPanel/server access. Standing in contrast to DIY hosts (GoDaddy, WordPress) where every update requires learning something new.
- **Web Presence** ($149/mo): Full management: custom build, local SEO, hosting via Bunny.net CDN (included while a member), unlimited Trello-driven change requests, monthly call/lead snapshot, Site Parking (pause billing; site stays live; resume when needed). No FTP/cPanel/server access.

**One-time options**:
- **Starter Kit** ($697): A complete first build handed over. Host it anywhere (no hosting included). 30-day fix-it window. Essentially one month of the monthly service, delivered and owned outright.
- **Web Presence + Directories** ($298/mo): Everything in Web Presence, plus directory management end-to-end (Google Business Profile, BBB, Yelp, 1–2 additional directories per month).

**Entry points (trust-building)**:
- **Free Audit** (free): Written assessment of current web presence. 5 business days. No call, no pitch.
- **$5 Trial** ($5/7 days): 7-day preview of the full Web Presence experience — live site, Trello board, the whole thing. No auto-subscribe. Trust step before committing to monthly.

A separate **$5 / 7-day site preview** campaign lives at `/trial/` and `/es/trial/` (email/list funnel; `noindex`; not linked from global nav). Spanish page mirrors English offer and Stripe wiring.

### 1. Free Web Presence Audit (trust-building entry point) — `/audit/`

- **Position in path**: First step for cold traffic; trust-builder before the trial; can be skipped by people who already know what they want
- **Public name**: Free Web Presence Audit for Pool Pros
- **Price**: Free
- **Audience**: Pool pros not yet ready to buy; skeptical / comparison-shopping traffic; cold ad / SEO traffic
- **Promise**: A no-cost written report on how the pool pro's current web presence is performing — what's working, where the holes are, and the specific actions Pool Pro Presence would take to fix them
- **Capture form**: Full name, email, business website URL (optional if no site yet), city/state, primary service
- **Delivery**: Manually produced written report, emailed within 5 business days
- **Primary CTA**: Get My Free Audit
- **Secondary CTA on the page**: Web Presence ($149/mo)
- **No call required**; ALTCHA + honeypot + timestamp anti-bot

### 2. Pool Pro Presence Starter Kit (one-time option) — `/starter-kit/`

- **Position in path**: Can be purchased directly; also available after any service plan if a member wants to own their build outright
- **Price**: $697 one-time
- **Audience**: Pool pros who want a finite, structured deliverable they own outright — and who plan to host it themselves, or who want a single one-time project without ongoing involvement
- **Deliverable**: A complete, custom-built website — the same build we'd start with on monthly service — handed off with all source files so they can host it anywhere
- **Includes**: Custom design (no templates), local-SEO foundations baked in (titles/meta/sitemap/structured data/mobile speed), conversion-focused copy, all source files, clear handoff instructions, 30-day fix-it window for honest defects
- **Hosting**: Not included — we hand off the code; they host it. We do not provide or support FTP, cPanel, or similar server access.
- **Order form**: Full name, email, business name, city/state, primary service, current site URL (optional), notes
- **Primary CTA**: Order My Starter Kit — $697
- **Secondary CTA**: Want this site managed for you instead? See Web Presence — $149/mo
- **Important framing**: Position Starter Kit as the "I want a deliverable I own outright" path; Web Presence as the "I want it done for me, always" path. Both are legitimate.

### 3. Foundation — `/foundation/` + `/es/foundation/`

- **Position in path**: Standalone purchase OR fallback option after Web Presence membership ends. Either way, its own product — not a downgrade from monthly service, not Site Parking rebranded.
- **Price**: $60/year (hosting + .com domain registration/management)
- **Promise**: Stop doing hosting and stack work yourself. Your site stays live. You own it. When you need a change, one request, one price.
- **Positioning**: Lead with sanity (not price). Contrast DIY hosts (GoDaddy, WordPress, etc.) where every update requires learning something new. Price ($60/year + $60 per change) appears after the sanity frame, as relief rather than the lead. Do not position Foundation as cheaper than DIY — position it as the end of DIY involvement.
- **Technical posture**: Static HTML, served via Bunny.net CDN. We are not a traditional host — no FTP, no cPanel, no server access.
- **Includes**: Hosting via Bunny.net CDN, .com domain registration/management, SSL, site stays live
- **Excludes**: No active SEO service. Change requests are $60 each. We are not a traditional host — no FTP, no cPanel, no server access.
- **Changes**: $60 per request; submit via email or contact form; same scope of work as full service
- **Ownership**: You always own the site and all its code; zip export on request
- **Server-driven features**: Forms, analytics tracking, and similar functionality only work while membership at this tier is active — stated plainly on the page
- **BYOD**: Bring your own domain; honest callout on the page
- **Primary CTA**: Start Foundation — $60/year
- **Secondary CTA**: Need ongoing changes and active SEO? See Web Presence — $149/mo
- **Spanish**: Full mirror at `/es/foundation/`

### 4. Web Presence — `/web-presence/` (dedicated landing page) + `/pricing/` (overview)

- **Position in path**: The default active service. Most people reach it after the $5 trial; it can also be purchased directly.
- **Price**: $149/month or $1,788/year
- **Promise**: We do everything web for you, with unlimited changes, so your web presence is always working without your involvement
- **Technical posture**: Static HTML, served by Bunny.net CDN. We do not offer FTP, cPanel, or server access. Members submit change requests via their private Trello board. We publish live and notify. The model is asynchronous done-for-you, not self-service hosting.
- **Dedicated page** `/web-presence/`: full pain/solution landing page — hero (device-layout image, RoguePoolCovers.com caption), problem section, ownership triad (No WordPress / Export anytime / Site Parking), 4-step how-it-works, Trello signal, pricing section, 7-row DIY-vs-us comparison table, FAQ (7 questions), CTA to members portal + `/trial/`. `Service` + `FAQPage` JSON-LD. `og_image`: device-layout PNG.
- **Includes**: Custom-built website (no templates), local SEO, hosting via Bunny.net CDN (included as long as they're a member -- until they cancel; no separate hosting line item), security and proactive maintenance, unlimited Trello-driven change requests (one active at a time, most ship in 48 hours / often same-day), monthly call/lead snapshot, dedicated webmaster (John), Site Parking (pause billing; site stays live; resume when needed)
- **Excludes**: Directory management (Google Business Profile, Yelp, BBB) — those live on the $298/mo tier. FTP, cPanel, or server access — we are not a traditional host.
- **Primary CTA**: Get Your Site — $149/mo (links to members portal); secondary "See what's included →" links to `/web-presence/`
- **Secondary CTA**: Get My Free Audit
- **`/pricing/`**: overview with two-column section structure — entry options (audit + trial) at top, monthly service plans (Web Presence vs Web Presence + Directories) in the middle, one-time options (Starter Kit + Foundation) below. Foundation card links to `/foundation/`.
- **Guarantee**: 100% money-back guarantee for the first 30 days. No setup fees. No long-term contracts.

### 5. $5 Site Preview Trial — `/trial/` (campaign; not the main ladder)

- **Position in path**: Trust-building on-ramp. People can skip it and go straight to any paid plan, but practically almost everyone starts here.
- **Price**: $5 one-time (non-refundable). Not listed on `/pricing/` or global nav by default.
- **Deliverable**: One custom homepage iteration hosted on a preview URL for **7 days**, starting from the pool pro's current web presence; **noindex** by design (does not rank).
- **Hero visual**: Representative **desktop + mobile** screenshots (portfolio assets for a typical member site), cropped in fixed viewports. Copy does not narrate the image; it is indicative, not a ranking claim.
- **After day 7**: Upgrade to Web Presence at **$149/mo** to point work at their real domain and continue managed service -- or cancel; preview is removed within **48 hours**. They do not keep the preview site if they walk away.
- **Purpose**: Prove the team can ship something real and specific to *them* before asking for monthly management -- not to deliver the full multi-page / gallery / testimonial build (those belong to paid ongoing work).
- **Payment**: **Stripe Embedded Checkout** mounts on the page when `trial_stripe_publishable_key` + `trial_embedded_checkout_session_url` are set in `website/src/_data/site.json`. The browser POSTs to that URL; the response must be JSON with `clientSecret` (or `client_secret`) from a Checkout Session created server-side with Stripe embedded UI mode (see Stripe Checkout embedded docs), never the secret API key in the browser. Optional fallback: `trial_checkout_url` (hosted Payment Link -- full-page checkout when embedded is not configured).
- **Redirects**: `/beta/` (old free-month beta page, HTML archived at `website/src/archive/beta-program-page.njk`) and `/founders-circle/` redirect to `/trial/`. `/es/founders-circle/` redirects to `/es/trial/` (Spanish parity).

### 6. Web Presence + Directories — `/full-presence/`

- **Position in path**: Upsell for pool pros who already understand that presence is everywhere — and want one provider handling not just their site but their Google Business Profile, BBB, Yelp, and other major directories.
- **Price**: $298/month
- **Promise**: One provider, one invoice, for the entire web presence — including the places homeowners cross-check
- **Technical posture**: Same as Web Presence — static HTML, Bunny.net CDN, no FTP/cPanel/server access.
- **Includes**: Everything in $149/mo Web Presence (including hosting via Bunny.net CDN while a member and Site Parking), plus end-to-end management of:
  - Google Business Profile (claim/verify/optimize/post/photos/Q&A)
  - BBB, Yelp
  - A rotation of major directories per month (driven by the customer's local market, submitted via Trello like any other request)
  - Quarterly directory audit and report
  - Consolidated monthly snapshot showing calls/leads from web AND directory channels
- **Excludes**: Paid ads on those directories. Social media management. FTP, cPanel, or server access — we are not a traditional host.
- **Primary CTA**: Get Web Presence + Directories — $298/mo
- **Secondary CTA**: Just want the basics? Web Presence — $149/mo
- **Audit nudge** in footer band of the page

### 7. White-Label Web Presence Fulfillment — `/white-label/`

For agencies, consultants, and marketers who want to add managed web presence to their client offering under their own brand. We build and manage; the reseller sells under their own name, invoices their own clients, and sets their own retail margin.

- **Two tiers**: Web Presence ($149/mo per client) and Web Presence + Directories ($298/mo per client); same underlying services as the public ladder
- **White-label guarantee**: No Pool Pro Presence branding in the client-facing product; no "powered by" notices; we stay invisible
- **Reseller controls**: Client relationship, Trello board (or direct communication to end client), and margin
- **No minimum** number of clients required
- **Primary CTA**: Apply to Resell (mailto to hello@PoolProPresence.com with subject "White-Label Reseller Inquiry")
- **Secondary CTA**: See Our Public Pricing (links to `/pricing/`)
- **Not linked from global nav**; accessible via header nav item "White Label", footer Offers section, and direct URL; no Spanish version (English only at this stage)
- `skip_es_redirect: true` to prevent auto-redirect for Spanish browsers

---

## Free Tool (separate funnel)

### Pool Pro Market Analyzer — `/market-analyzer/` (and `/es/market-analyzer/`)

A U.S. city or 5-digit ZIP code input returns:
- **Pool Pro Opportunity Score** (0--100): overall market attractiveness
- **Market snapshot**: pool density, search demand, competition level, dominant player indicators
- **Seasonal demand curve**: 12-month relative demand chart

A gated form (name + email) delivers a full competitor breakdown by email. Powered by Appwrite (job queue + worker). The audit is the primary lead magnet for the paid ladder; the Market Analyzer is its own intelligence-tool funnel.

Backend dependencies: Appwrite project, `marketAnalysisJobs` table, `marketAnalyzerLeads` table, `market-analyzer-worker` repo.

---

## Pages

### Home — `/` (and `/es/`)

- **Hero (pain-first)**: "Right now, a homeowner is calling someone else." — if your site is buried, slow, or stale, it wasn't you. We build and manage pool pro websites and the directories homeowners cross-check.
- **Lead Magnet Band** linking to `/audit/`
- **Why Pool Pros Choose Us** (benefit grid)
- **How It Works** (3-step flow)
- **Pricing teaser** — $149/mo plan highlighted (forever hosting, Site Parking), with "Not the right fit?" cards linking to `/audit/`, `/starter-kit/`, and `/full-presence/`, plus a link to the full `/pricing/` comparison
- **Testimonials**, **FAQ**, final **CTA**: Get Your Site — $149/mo (primary), Get My Free Audit (secondary)

### Web Presence — `/web-presence/`

Dedicated full landing page for the $149/mo Web Presence tier. Pain-first hero (device-layout image, right-aligned, RoguePoolCovers.com live site caption), problem section ("You're losing calls you don't know you're losing"), "what we manage for you" card, ownership triad (No WordPress / Export anytime / Site Parking), 4-step how-it-works, Trello signal badge, pricing section ($149/mo or $1,788/yr, guarantee badge), 7-row comparison table (DIY/Agency vs Pool Pro Presence), FAQ (7 questions), CTA to members portal + `/trial/`. `Service` + `FAQPage` JSON-LD. `og_image`: device-layout PNG.

### Pricing — `/pricing/`

- **Hero**: "Two ways to work with us." — leads with the audit/trial entry path, then the monthly service plans, then the one-time options. No ladder enumeration.
- **Section 1 — Entry options** (audit + $5 trial): two-column grid. Free Audit card (dashed blue border, blue background tint) + $5 Trial card (green accent label, "$5. 7 days. No auto-subscribe.").
- **Section 2 — Monthly service plans** (Web Presence vs Web Presence + Directories): two-column grid. Web Presence card is promoted/bordered ("Most pool pros pick this"). Each card lists inclusions, exclusions, CTAs. "How we work" section follows explaining the static HTML / Bunny.net CDN model and why no FTP/server access.
- **Section 3 — One-time options** (Starter Kit + Foundation): two-column grid. Starter Kit first, Foundation second. Each with clear inclusions/exclusions.
- **Guarantee badge** below monthly plans.
- **Revised FAQ** covering plan picking, setup fees, WordPress, ownership, refunds, plan switching, unlimited changes, Site Parking, hosting, and domains.
- **CTA section**: Audit + trial at the bottom. Footer: 30-day guarantee, no contracts.
- EN + ES parity. JSON-LD: `WebPage` + `Service` entries for each offer.

### Audit — `/audit/`

Pain-first hero, what we audit (site / Google Business Profile / directories), what lands in the inbox (written report within 5 business days), inline capture form, "why we know where to look" (pool-cover family story), FAQs, secondary CTA to `$149/mo`.

### Starter Kit — `/starter-kit/`

Hero: "A real pool pro website. One time. Yours." — pain section ("Tired of a DIY page that's costing you calls"), what's in the box, honest caveat ("when this is *not* the right fit"), 3-step "how it works", inline order form, FAQs, upsell CTA to monthly plans.

### Full Presence — `/full-presence/`

Hero: "Your website is one place homeowners look. There are five others." — pain ("A great website isn't enough anymore"), what 'we own your directories' actually means, "Plus everything from $149 plan", $149 vs. $298 comparison table, "Why pool pros pick this tier", FAQs, audit nudge.

### About — `/about/` (ES: `/es/about/`)

- **Hero**: "My family has been in the pool cover business since 2000" plus a short cue that invisible search cost pros the call—homeowners called whoever surfaced.
- **The story**: tightened two-graph arc (father + brothers + family's web stacks on John's desk since day one; screens route referrals before trucks; respectable operators leaking work to brittle presence; PPP as narrow focus)—only three spaced em dashes in customer-facing prose per locale.
- **Who we are**: John A. Barba IV (software engineer & web developer, 30+ years, link to john.barba4.com) and Lisa Barba (outreach + director of member services); framed as an operator team, not a solo act
- **What's different about Pool Pro Presence** (6 cards): "We've been in your world for years," "We work live, not in mockups," "AI-assisted, human-supervised," etc.
- **CTAs**: primary `/audit/`, secondary `/portfolio/`

### Contact — `/contact/`

- **Two doors**: existing members use Trello (board access via `members@PoolProPresence.com`); new pool pros pick from three options — Free Audit, free 15-minute call (`https://cal.com/jbarba4/15min`), or contact form / `hello@PoolProPresence.com`
- **Contact form**: name, email, phone (optional), service interest (Free Audit / Starter Kit / Web Presence $149 / Web Presence + Directories $298 / switching providers / pricing questions / other), message; ALTCHA + honeypot + timestamp anti-bot; processed via Appwrite Function
- **Hours**: M--F 9 AM--5 PM EST live; weekends/evenings monitored, replies within 1 business day; year-round work including off-season

### Portfolio — `/portfolio/`

Showcase of example sites built for pool pros. Real client sites are surfaced first with a **"Live site"** badge; fictional segment demos are grouped by segment with a **"Fictional demo"** badge to keep the distinction honest. Each card supports desktop/mobile preview toggle. Built from `_data/demoGallery.json`. Final CTA band: Get Your Site — $149/mo (primary), Get My Free Audit (secondary).

### Case Studies — `/case-studies/`, `/case-studies/rogue-pool-covers/`, `/case-studies/superior-pool-covers/`

Existing client case studies (real businesses, real outcomes).

### $5 Site Preview Trial — `/trial/` and `/es/trial/`

Standalone landing (`robots: noindex`): warm trial headline (**See what it's like to work with us for 7 days**), **$5 / 7 days / homepage-only**, above-the-fold **desktop + mobile** preview frames (device-layout image, right-aligned, live-customer caption to `roguepoolcovers.com`), body copy on iteration rhythm; **What the $5 trial is for** (5 bullets including noindex caveat and day-7 fork with link to `/web-presence/`); **Pay $5 to start** in the payment section with **Stripe Embedded Checkout** when `trial_stripe_publishable_key` and `trial_embedded_checkout_session_url` are set, optional `trial_checkout_url` if embedded is not wired; **FAQ** (`details` + `FAQPage` JSON-LD); secondary link to `/audit/` or `/es/audit/`. `$149/mo` in FAQ and post-trial band links to `/web-presence/`. `og_image` uses `trial-rogue-device-layout.png`. Not linked from global nav. On `/trial/` only, `skip_es_redirect` keeps EN campaign links on the English URL; `/es/trial/` uses `locale: es` and needs no skip flag.

### Competitor Comparisons — `/vs/` (hub), `/vs-180sites/`, `/vs-rebolt/`, `/vs-topline-pro/`, `/vs-godaddy/`, `/vs-wix/`, `/vs-gosite/`, `/vs-scorpion/`, `/vs-hook-agency/`, and Spanish equivalents

Mid-funnel pages for pool pros who are actively shopping alternatives:

- `/vs/`: Master hub page listing all competitor comparisons with brief descriptions and links to each individual comparison page.
- `/vs-180sites/`: Pool Pro Presence vs 180 Sites (contract vs month-to-month, pool-pro specialization, no empty SEO guarantees, $5 preview).
- `/vs-rebolt/`: Pool Pro Presence vs Rebolt (web-presence focus vs all-in-one platform, price contrast, no AI magic promises, $5 preview).
- `/vs-topline-pro/`: Pool Pro Presence vs Topline Pro (pool-specific vs trade-agnostic, human oversight vs AI agents, focus vs platform complexity, $5 preview).
- `/vs-godaddy/`: Pool Pro Presence vs GoDaddy (DIY upgrade path for pool pros who already know templates do not work, managed vs self-managed, $5 preview).
- `/vs-wix/`: Pool Pro Presence vs Wix (DIY upgrade path for pool pros who tried drag-and-drop and still are not found, done-for-you vs do-it-yourself, $5 preview).
- `/vs-gosite/`: Pool Pro Presence vs GoSite (cheap vs done-right, pool-pro focus vs general home services, managed vs self-service, $5 preview).
- `/vs-scorpion/`: Pool Pro Presence vs Scorpion (service vs agency, simple membership vs retainer, predictable pricing, $5 preview).
- `/vs-hook-agency/`: Pool Pro Presence vs Hook Agency (same pool focus, different model: web presence service vs full marketing agency, $5 preview).

Spanish equivalents: `/es/vs/` (hub), `/es/vs-180sites/`, `/es/vs-rebolt/`, `/es/vs-topline-pro/`, `/es/vs-godaddy/`, `/es/vs-wix/`, `/es/vs-gosite/`, `/es/vs-scorpion/`, `/es/vs-hook-agency/`.

### Spanish Pages — `/es/` family

Parity with English for the product ladder: `/es/`, `/es/pricing/`, `/es/audit/`, `/es/starter-kit/`, `/es/full-presence/`, `/es/trial/`, plus `/es/about/`, `/es/contact/`, `/es/portfolio/`, `/es/market-analyzer/`. Forms that post to the same backend as contact use `form_type: contact` (including the audit capture). Starter Kit primary CTA uses the checkout URL from site data (`starter_kit_checkout_url` in `website/src/_data/site.json`). Footer legal links point to `https://members.poolpropresence.com/privacy` and `https://members.poolpropresence.com/terms`.

---

## Cross-Page CTA Hierarchy

Every page has **one primary CTA** and at most one secondary CTA.

| Page | Primary CTA | Secondary CTA |
|---|---|---|
| `/` | Get Your Site — $149/mo | Get My Free Audit |
| `/audit/` | Get My Free Audit | — |
| `/starter-kit/` | Order My Starter Kit — $697 | — |
| `/pricing/` | Get Your Site — $149/mo | Get My Free Audit |
| `/trial/` | Pay $5 (Stripe on-page or linked checkout) | Get My Free Audit |
| `/es/trial/` | Pagar $5 (Stripe en página o enlace) | Pedir mi auditoría gratis |
| `/full-presence/` | Get Web Presence + Directories — $298/mo | — |
| `/about/` | Get My Free Audit | See example sites |
| `/portfolio/` | Get Your Site — $149/mo | Get My Free Audit |
| `/contact/` | Book Free Consultation / Get My Free Audit (new) | — (members use Trello) |
| `/market-analyzer/` | (existing tool flow — separate) | Get My Free Audit |

---

## Universal Trust & Guarantee Statements

- **30-day money-back guarantee** (monthly plans). No setup fees. Cancel anytime.
- **Team / credibility**: Technical work plus human review: John (30+ years; pool-cover family since 2000). Member operations and outreach: Lisa. About page spells out roles so visitors see an operator team rather than implied solo freelancer.
- **AI-assisted, human-supervised**: never hidden, never the centerpiece — benefits (speed, lower price, accuracy) are emphasized.

## Forbidden Claims

We do not promise:
- "We'll get you to #1 on Google."
- "We'll guarantee X new leads/jobs per month."
- Specific revenue increase percentages.
- "Set it and forget it" with no involvement on either side.
- Anything that contradicts what's actually shipping in the product.

---

## Technical Stack

- **Static Site Generator**: Eleventy (11ty)
- **Templating**: Nunjucks (.njk)
- **CSS**: Basecoat (component layer) + Tailwind CDN + custom CSS variables (`--ppp-*`) in `styles.css`
- **JavaScript**: Alpine.js + vanilla JS for interactions
- **Form handling**: Generic `setupAltchaForm()` helper in `script.js` powers the contact, audit, and starter-kit forms (ALTCHA invisible PoW captcha + honeypot + timestamp + Appwrite Function backend). The retired beta access form HTML is archived under `website/src/archive/` and is not published.
- **Analytics**: Matomo Tag Manager (`analytics.activebusinesscore.com`)
- **Member Portal**: Ghost (headless CMS for member site)
- **Project Management**: Trello (async collaboration with members)
- **Scheduling**: Calendly (consultation bookings)
- **Domain/Hosting**: Bunny CDN
- **Backend**: Appwrite (form processing, market analyzer job queue and worker)
- **Email transport**: Mailgun or equivalent transactional email

---

## Brand Elements

- **Business name**: Pool Pro Presence
- **Positioning line**: "Your web presence. Owned. Optimized. Always working."
- **Old taglines retired**: "Stop losing jobs to the competition — before you even get to bid." (still acceptable as a hook in ads/social, but no longer the canonical positioning line.)
- **Primary CTA class**: `.main-cta`
- **Email encoding**: HTML entity encoding on-page (e.g., `hello...`)
- **Color system**: CSS custom properties (`--ppp-*`)
- **Logo**: `/images/poolpropresence_logo.png`
- **Social short links**: `/x/`, `/linkedin/`, `/facebook/`, `/reddit/` (301 redirects via `social-redirect.njk` and `_data/socialRedirects.json`)

---

## SEO Files

- `sitemap.xml` — all public pages, last-modified dates
- `robots.txt` — allows crawlers, references sitemap
- `llms.txt` — concise AI-ready summary (business overview, tools, offerings, contact)
- `llms-full.txt` — this file; comprehensive documentation of all pages, features, and technical stack

## Robots.txt References

```
User-agent: *
Allow: /
Sitemap: https://www.poolpropresence.com/sitemap.xml
```

---

## Social Links (Vanity Short URLs via Redirect)

- `/x/` -> `https://x.com/PoolProPresence`
- `/linkedin/` -> `https://linkedin.com/company/pool-pro-presence`
- `/facebook/` -> `https://facebook.com/pool-pro-presence`
- `/reddit/` -> destination from `socialRedirects.json`

---

## Matomo Analytics (on every page)

```html
<!-- Matomo Tag Manager -->
<script>
    var _mtm = window._mtm = window._mtm || [];
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---

## Key User Flows

### Free Audit Flow

1. User lands on `/audit/` (or homepage / pricing band)
2. Submits the audit form (name, email, business URL, city/state, primary service)
3. ALTCHA + honeypot + timestamp validate
4. Appwrite Function logs the request and routes notification
5. John (or assisted by AI) manually produces a written audit report
6. Report is emailed to the pool pro within 5 business days
7. Optional: pool pro books a 15-minute call or signs up for a paid plan

### Starter Kit Flow

1. User lands on `/starter-kit/`
2. Submits the order form (name, email, business name, city/state, primary service, current URL, notes)
3. We email a secure payment link and intake worksheet within 1 business day
4. Once paid + intake returned, we build the site over ~2--3 weeks
5. Final delivery: handoff package (source files, instructions), 30-day fix-it window opens

### Sign-up Flow (Web Presence / Web Presence + Directories)

1. User clicks the primary CTA on any page -> `https://members.poolpropresence.com/#/portal`
2. Completes onboarding survey
3. Pool Pro Presence builds custom site within ~5 days
4. Site launches; member receives confirmation
5. Member manages requests via Trello; monthly snapshot delivered by email. **Forever hosting** while they're a member; **Site Parking** optional -- park the site to pause monthly billing, resume with a month of service when they need changes.
6. (For $298 tier) directory work begins in parallel; quarterly audit and report follows

### Contact Form Flow

1. User fills contact form at `/contact/`
2. Honeypot + timestamp + ALTCHA validate submission
3. Appwrite Function processes and routes the message
4. User sees inline success/error message (no page reload)
5. Reply within 1 business day from `hello@PoolProPresence.com`

### Market Analyzer Flow (separate tool funnel)

1. User enters city or ZIP at `/market-analyzer/`
2. Appwrite job queued; worker fetches market data
3. Results returned (score + snapshot + seasonal chart)
4. Optional: user enters name + email for full competitor report delivered by email