Will Ray – Whole Machine

Here’s What You Get:

You’ve sent the messages, or landed one through a friend, and the next one didn’t come. The Whole Machine is everything I run around a site: outreach and follow-ups, the build chain, lead handling and keeping the client. Each part says what runs on its own and what needs you.

What’s in the box.

• All 175 files, in seven folders.
• The site skeleton + working lead form. A contractor site you can run and adapt.
• The service-area matrix. Everybody tells you to build the city pages. Nobody tells you which ones not to.One file marks the ones that earn a page and noindexes the rest, so you don’t build a hundred pages that get the site buried.
• The blog publish endpoint. Send a post as JSON and it’s live, no WordPress.That’s how a client site runs eight posts a month without you writing eight posts a month.
• The four-prompt build chain. Prospect to live demo in four prompts.
• The SEO operation. A keyword map per client, what to write first, and the Search Console routine that shows what’s working.The part agencies charge a monthly retainer for.
• The lead hub build. Per-site email breaks once you’ve got a few clients.You get the build session for one hub every client site posts into. You build yours, in the same plain PHP. You don’t get mine.
• The 21 SOPs. Every job in the shop, each marked “runs itself” or “you do it.”This was about to launch as its own $97 product.
• The hiring kit, with answer key. For the day the work outgrows you.A twenty-minute build test with grading, so you know what someone’s work looks like before you hand them your name.
• YOUR-FIRST-CLIENT.md. The zero-to-one roadmap.If you’ve never been paid for a site, this is the file you open first. It sequences everything else in the box toward one goal: the first yes.
• All five downloads. Every product I sell, included.

And the rest of what’s in the six folders.

• A QA gate you run before a site goes live. It tells you what’s broken instead of the client telling you.
• Schema helpers wired into the templates, not bolted on after.
• An llms.txt, which most contractor sites still don’t have.
• Nearby-areas linking, so city pages point at each other instead of sitting there alone.
• The mobile call bar. On a contractor site it’s the highest-converting thing on the page.
• Reviews, projects and awards run off data files. Add a row, the section exists.
• A finished site as the answer key, so you can grade a hire against a real one.
• The deploy checklist. A fix isn’t done until the live URL says it is.
• Two more build sessions: the weekly autopilot and the monthly report assembler.
• The monthly client report. It’s the thing that makes a client keep paying you next month.
• Business profile, review requests, churn recovery. Written out, step by step.
• Cold outreach through to getting paid. Six documents, in the order you’ll need them.
• Local ranking factors by trade, because what moves a plumber isn’t what moves a roofer.
• A business profile and a gap audit for your AI, so it stops guessing at your shop.
• What runs and what doesn’t. How I decide. The stack. The glossary.
• The first month, laid out.

Who it’s for

• You’re already building or selling sites and need a repeatable operation after the sale.
• You want a small agency that leaves room for your life, with fewer loose ends to chase.
• You want to see the whole shop, including the parts that don’t run yet.
• You’ve read Build First and you’re ready for the rest of it: what happens after the sale.