A growth system for engage2learn. It decides what your pages say, publishes at a pace your competitors are not matching, and ties every lead back to a dollar.
Prepared for Rand Habegger, Head of Marketing. Every number in this document links to the page it came from, so you can check it yourself before you take it to anyone.
You already named the problem on the call. Here it is in your words, with what we do about each one. If we got any of these wrong, that is the first thing to correct.
“Our website currently is not very clear about who we are.”
Rand HabeggerEvery page this engine writes answers one question: does a superintendent know what they can buy from you in the first ten seconds. Your SBI go to market work becomes the source that answers it, not a document sitting in a folder.
“90% of our business is services, 10% is probably SaaS recurring revenue.”
Rand HabeggerThe pages we publish put the ninety percent front and center, month after month, until the weight of the site is where the revenue is. The software keeps its own pages. It stops being the front door.
“I have very aggressive lead and pipeline goals.”
Rand HabeggerThirty pieces of content a month, every one aimed at a search a district leader actually runs. Plus paid search if you want the faster lane while the organic side compounds.
“I want to be able to sort of own our own destiny moving forward.”
Rand HabeggerYou own every page, every asset, every account, from day one. Month to month, no term. If you leave, you keep the work and we hand over the keys. That is written into the terms below.
“I guarantee if I don't bring it up, the first question they're going to ask me is, hey, what's going on with the website?”
Rand Habegger, on the September board meetingThe timeline in this proposal is built backwards from that meeting. There is a section below on exactly what you will be able to show, and what will still be too early to claim.
None of these need our tools to verify. Open the link, look at the thing, decide for yourself whether we read it right.
An H1 is the one line that tells Google what a page is about. Two of them means the page is arguing with itself, and Google resolves the argument by trusting neither. Your homepage has two.
GroweLab and ReadyLab each get a top level slot. Services, which you said is ninety percent of the revenue, gets one. Your navigation is the fastest read anyone does of what a company sells, and right now it reads two to one toward the software.
It currently reads “30 years of coaching research meets industry leading instructional tools built for scale.” The thirty years is the asset. The sentence spends it on the tools. This is the line you told us was making the market think you are a software company.
We count nine posts in the last twelve months. Two of them in 2026. Google reads publishing consistency as a signal that a business is active and worth recommending, and right now the signal has been off since spring.
We read the April 30 post end to end. About 1,100 words, a byline on Kammi Green, no bio attached, no images inside the article, no question and answer block. Those three things are how Google and the AI tools decide a piece of writing came from a person who knows the subject.
From Google's own free tool, run live on the call. Accessibility 88, best practices 54, SEO 85. Google wants all of those above 90 before it pushes a site hard. The performance number is the one that costs you, because most district leaders are checking you from a phone.
Roughly 600 people a month arrive from search, and the search terms are mostly your own brand. That means the site is serving people who were already sold. It is not bringing you anyone new, which is the whole job you were hired to fix.
The good news is the boring part. Your domain is old, Google already trusts it, and you have real research behind the work. Most companies we look at are starting from nothing. You are not. The wheel is built. It is pointed at the wrong lane.
Some of what is above is a build problem and some of it is a system problem. The new build settles the structure. What this proposal covers is everything after that: what fills it, what it says next month, and whether any of it made money.
Branded search dominates today. Non branded is a small fraction. The target is roughly 65 percent non branded.
Six parts of one engine. They are listed separately so you can see what you are paying for, not so they can be bought separately. Each one exists because another one needs it, and the pricing section below shows why every single one recurs.
Thirty pieces a month. A mix of service pages and articles, written against searches district leaders actually run, not topics that sound good in a meeting.
The plumbing that decides whether Google and the AI tools can read you at all, plus the part almost nobody is doing yet.
The part that separates this from an agency sending you a report. Detailed in its own section below.
Connecting HubSpot and Salesforce so we can follow a lead from the search that found you all the way to closed revenue.
One page you can open before a board meeting, or send to your CEO, without asking us for anything.
Most agencies optimize for Google. Superintendents are also asking ChatGPT, Gemini, Perplexity, Claude, Grok, Copilot, and Google AI Mode.
It does not, and that is deliberate. We have an autonomous version and we are not proposing it. On a brand with thirty years of research behind it and a board watching, letting software rewrite your pages unsupervised is a bad trade. Here is the actual loop.
Real visitor behavior on the live site. Where they land, how far they read, where they stop, what they never click.
Once there is enough traffic to be honest about, it analyzes what is working and what is not, and finds the specific reason a page is losing people.
A plain explanation of what should change and why, with the evidence attached. Not a score. A recommendation you can argue with.
Nothing ships without a person saying yes. On brand, on message, on strategy. This step never gets automated away.
The approved change goes live. The page it came from gets tagged so we can tell later whether it actually helped.
Did the change move the number. That answer goes back into the brain, which is what makes the next recommendation better than the last one.
What it needs from you: nothing technical. Your incoming marketing operations hire does not need to be an engineer. They need to be able to read a recommendation and say yes or no. That is the entire skill requirement.
One honest constraint. The loop needs traffic before it can say anything useful. Somewhere between a hundred and a thousand visitors on a page depending on the page. In the first sixty days it is mostly gathering. The recommendations get sharp in month three and keep compounding from there. Anyone who tells you their self learning system produces insight in week one is describing a demo, not a system.
You said it plainly on the call. You do not care about the reports. You care about the dollar amount. Almost no agency can produce that, because it requires connecting things most of them never touch.
| What we connect | What it tells you |
|---|---|
| HubSpot | The form fill, the source it came from, and every touch before it |
| Salesforce | What that lead became. Opportunity, closed won, contract value |
| Google Analytics | The channel, the landing page, and the path across the site |
| PostHog | What they actually did on the page. Where they stopped reading |
| Google Ads | Cost per lead and cost per closed district, if you run the ads lane |
Put together, you get one sentence you can say out loud in a board meeting: organic produced this much, paid produced this much, AI produced this much, and here is what each one cost. Not traffic. Not rankings. Revenue by channel.
We have already built this for someone. Curated Events rents luxury event inventory across eight markets in the Southeast. In the first seven and a half months of this year their site tracked $11.9 million in booked revenue, and we can tell you what each channel produced down to the dollar: organic search $5,848,430, paid search $3,733,787, AI assistants $36,440. That is the same sentence we want you saying to your board in December.
Read the Curated Events case study, including every source each number is read from. Their marketing director has agreed to take a call about the work if you want to hear it from the client instead of from us.
The honest caveat. Attribution is only as good as the CRM underneath it. You have two HubSpot accounts and two Salesforce accounts mid merge. We will wire what we can immediately and finish the rest as the merge settles. If the merge slips, this line item slips with it, and we will tell you rather than report a number we do not trust.
Two numbers. One to begin, one every month after. The monthly is broken out so you can see where the money goes, not so pieces can be taken out of it. Every line below pays for something another line needs, which is the reason this gets better each month instead of just repeating.
You said the assumption was that you would need four or five hires. We are not going to pretend this replaces five people, because it does not. What it does mean is that the content, the conversion work, the analytics, and the paid search do not have to be four of them. And unlike a hire, what this learns in month three is still here in month thirty.
A build is a photograph. It is accurate the day it ships and a little further out of date every week after. What you are paying for monthly is a loop, and each turn of it makes the next turn better.
Thirty new pages a month is thirty new experiments. With no volume the brain has nothing to learn from and its advice stays generic, which is what every report you have ever been sent already was.
It watches which pages hold attention, which questions actually get asked, and where people quit. The next thirty pieces get written against that instead of against a guess.
Revenue by channel decides where next month goes. That is the loop closing, and it is the reason month nine should look nothing like month one.
Which is why there is no smaller version. Take out attribution and the other five are publishing on faith. Take out content and attribution becomes a very accurate report on nothing happening. Take out the brain and you have hired an agency again. We priced the engine, not the parts, because the parts do not work apart. The price is the price, and it does not move with the month.
Month to month. Fourteen days notice to cancel, any time, for any reason. Ad spend is paid by you directly to Google and never runs through us.
You said you do not know your budget yet. That is fine. This is priced on campaigns, not on spend, because campaigns are what actually take the work. Each one needs its own landing page, its own keyword set, its own negative list, and its own conversion tracking.
On the red flag we mentioned. If a vendor runs Google Ads without a dedicated landing page for each campaign, they are sending buying-intent traffic to a homepage and hoping. That is usually the whole reason the ads are not working. Every campaign here gets its own page, and those pages sit inside the same conversion loop as the rest of the site.
We do not run Meta ads. It is a different discipline and we would rather say so than take the money and learn on your account.
You said you do not want to be the executive asking for an extension on his first project. So here is what is real, and where the honest limit sits.
Kickoff call within 48 hours of signature. We take the SBI go to market readout, your access, and your analytics. Integrations get connected, the baseline gets locked, and the content strategy gets built and sent to you for approval.
Content goes live on a daily rhythm, each piece shipped technically clean with its structured data attached. Your dashboard goes live and you can watch it yourself instead of waiting on us.
Roughly 30 pieces published against a blog that had been quiet since April. A live dashboard with revenue by channel wired up. A tracked AI visibility baseline you can show moving. What you should not promise them yet is a lead number, because 30 days of search work does not produce one and claiming it will cost you more credibility than it buys.
Enough traffic has accumulated for real conversion recommendations. Non branded search starts separating from branded. If the ads lane is on, paid is already producing leads while organic compounds underneath it.
This is where SEO stops being a cost and starts being an asset. Every piece published in month one is still working in month twelve. That is the part ads never do.
We are not going to tell you 90 days is fast. It is not. Organic search takes a few months to move and anyone promising you leads in week three is either lying or planning to buy them. What we will commit to is that the work is visible from week two, and you can watch it happen on your own dashboard instead of waiting for us to tell you about it.
Why month to month at this size. A term protects the vendor from the client leaving. We would rather be in a position where we have to earn it every month. If we stop producing, you should go.
Worth being explicit so nothing gets assumed.
You told us the vendors who worked out were the ones who made their case on results, and that clear communication and hitting the dates mattered as much as the work.
So the test we would like you to hold us to is not whether traffic went up. It is whether, by your winter board meeting, you can stand up and say what each channel produced in dollars, and be right. Almost nobody in this industry can do that. It is the thing we built the system around, and it is the reason the attribution line item exists at all.
If you want to see it already working, the Curated Events case study is the same reporting, on a client we have run for two years.
You said the first question the board asks is what is going on with the website. The goal here is that by September you have an answer, and by December you have a number.
Questions on any line, or want to see it with the ads lane on or off, say the word and we will turn it around same day.