Commercial

Our stack, layer by layer

What tools does your marketing agency use is a fair question with an uncomfortable answer in most cases, because the honest version is usually a resold dashboard and a scheduling app. Here is the actual stack, layer by layer, and what you keep when you leave.

The build layer

Your site is a static build. Astro for the framework, Tailwind for the styling, deployed on Vercel. That is a decision rather than a preference: a static page is rendered before the request arrives, so there is no database query sitting between a visitor and your content, and nothing to patch on a Tuesday because a plugin shipped a vulnerability overnight.

There is no content management system underneath it, no theme and no page builder. That is why we can change the markup, the schema and the internal link structure directly, which is the part of technical work that is simply unavailable on a build somebody else controls.

SEO is $2,500 a month and the website is in it. We only do SEO on a site we built.

The lead layer

Forms, calls and chats route into the Ninetyfifth Marketing App, which runs on Convex for the data and Resend for transactional email. Every lead lands in one place with its source attached, which is the only reason a report can hand you the records instead of a count you have to believe.

That matters more than it sounds. The most common real failure in small business marketing is not bad traffic. It is a contact form that silently stopped sending email four months ago, unnoticed because nobody was watching the records, only the chart.

The measurement layer

• Google Analytics 4, loaded through Google Tag Manager, with conversion events configured before launch instead of six weeks after it.
• Google Search Console, for the queries, the coverage and everything Google will tell you about your own site for nothing.
• Google Business Profile, managed directly on your listing rather than through a reseller layer that owns the connection.
• Meta Ads Manager, inside your business account, on your ad account, with your payment method attached to it.
• A third party keyword and search results data source for position tracking, plus our own logged prompt runs for AI answer visibility.

All of it sits in accounts you own. We hold named, delegated access rather than credentials, and we can be removed by you without anything breaking.

The AI layer

We use Claude, from Anthropic, for drafting, research, structure and the mechanical work that has to stay consistent across hundreds of pages. The assistant on this site runs on the same model.

Nothing it produces publishes itself. A named human reviews every page, and the pipeline refuses to ship one that is missing that signature. The tool is in the stack. The accountability is not delegated to it.

The part we deliberately do not publish

There is a tempting version of this page that counts the tools and sets the total against what a competitor runs. We dropped it on purpose and the decision is worth stating, because the number would have been the most quotable thing here.

A tool count is not a quality measure. The denominator is unverifiable, since nobody can audit what a competitor actually logs into, and the moment a count is published it has to be defended rather than changed. We would end up keeping a tool to protect a number. Describing the stack is useful to you. Scoring it is marketing aimed at nobody in particular.

For the same reason there is no wall of software badges on this site. A badge tells you somebody once signed up for a free tier.

What you keep when you leave

The code, in a repository you own. The content. The domain and the DNS. The analytics history, because it was always inside your property rather than ours. The ad account, the Business Profile, and every lead record in the app.

$50 a month covers hosting, security, monitoring and small changes. Month to month, no initial term, and not billed at all while an SEO retainer runs. You own the code either way.

We will not build on anything that cannot be handed over. If a tool would make your site impossible to move, it does not go in the stack, however much it would do for our retention.