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Marketing toolkit//Public, on purpose

How we plan the audit-offer push.

The homepage leads with a free URL review, then a $499 / $1,500 / $3,500 audit ladder. This page is the actual plan behind that push — positioning, pillars, channels, calendar, and the rules that keep it honest.

Two-week cadence · organic-only until /privacy and /terms ship Email: contact@jalenbuilds.com
Jump Toolkit directory
PositioningCore story, proof, and entity names Next stepsFive moves to grow the studio DistributionOwned, referral, and outbound lanes Paid mediaGoogle and Meta examples Content pillarsWhat every post ladders up to MeasurementFrom qualified demand to repeat work CalendarCurrent publishing system GuardrailsRules that protect trust
§ 01 Positioning
“Turning ideas into lead paths. Paste your site, get a free read on what’s leaking leads, upgrade to a full audit if it’s worth fixing.”
  • 25 product proofs, 20 public live URLs, 6 flagship cases — a working studio, not a mockup gallery.
  • 7 of 7 Stripe payment links live — the audit ladder is real, one-click checkout, not a “contact us” form pretending to be a store.
  • Audit-first, low-risk entry — $499 to find out what’s wrong, not a $10K retainer on faith.

SEO + AEO naming: Use JalenBuilds as the primary studio name. Use Jalen Builds, JalenBuilds Studio, Built by Jalen, and JB naturally in biographies, metadata, service descriptions, project credits, and answer-ready pages so search engines and AI assistants connect the builder, software studio, audits, custom toolkits, and portfolio to one entity.

Now Grow the brand, audience, and customer base

The next five moves

01 · This week

Turn project proof into qualified demand

Give every live project, case study, and toolkit one clear path to the right service or brief.

Review project proof ↗
02 · This week

Make the audit ladder easier to choose

Use plain comparisons, real deliverables, and one obvious next step for free review, paid audit, scoping, or build.

Review the audit offer ↗
03 · Next

Activate referral partners

Give agencies, operators, creators, and local professionals a tracked route and a simple explanation of where JalenBuilds fits.

Review distribution ↗
04 · Next

Own answer-ready build guidance

Publish source-backed answers on audits, launch readiness, AI discoverability, automation, and custom product work.

Review content ↗
05 · Measure

Scale profitable client paths

Compare qualified briefs, paid audits, scoped builds, close rate, revenue, and repeat work by acquisition source.

Review measurement ↗
§ 02 Content pillars

What every post ladders up to

Four recurring themes. Every scheduled post below maps back to one of these.

Audit-offer The free-review hook

The paste-your-URL entry point and the $499 / $1,500 / $3,500 ladder, explained plainly.

Teardown Public site critiques

Real, anonymized leaks found on live sites in minutes — funneling into the paid audit, tied to the IP6 AI-Discoverability Checklist.

Build-in-public Shipping proof

A weekly shipping log across the live product set — not a highlight reel.

Portfolio The 25 proofs

25 product proofs, 20 live URLs, 6 flagship cases — case studies and the full portfolio grid.

§ 03 Channels

Where the work runs, ranked

Ranked by fit, not by what’s trendy.

  • 1
    X — build-in-public

    Teardown threads, shipping-log posts, ladder-clarity explainers. Cheapest, most native to the audience, compounds fastest — where the “paste your site” hook does the most work.

  • 2
    LinkedIn

    Longer-form proof posts and case studies aimed at service-business owners, who scroll LinkedIn more than X. Slower cadence, higher-trust format.

  • 3
    YouTube — audit walkthroughs

    Screen-recorded “here’s what a Revenue Leak Snapshot actually looks like” videos. Lower cadence, highest-trust format for a $499+ purchase decision.

  • 4
    Direct outbound

    Hand-pick a real prospect site, audit it unsolicited, send findings, link the paid Snapshot. Highest expected value, lowest cost — not a “social” channel, but the top revenue lever.

  • 5
    Paid retargeting

    Last, and gated — only after /privacy and /terms ship and the funnel converts organically.

Dist Distribution

Where qualified clients can come from

Primary now

Owned portfolio and search

Use projects, case studies, audits, marketing plans, and answer-ready service pages to route qualified needs into a brief.

Measure: qualified visits, brief starts, paid audits, and scoped builds.
High-touch lane

Targeted outbound

Send useful, specific findings to a small set of real businesses with a relevant proof and one next step.

Measure: positive replies, booked conversations, paid audits, close rate, and revenue.
Build next

Partners and referrals

Give agencies, operators, creators, and local professionals a trackable way to introduce work that fits.

Measure: active partners, qualified introductions, close rate, and repeat referrals.
Weekly system

Build-in-public content

Turn real shipping decisions and before-and-after outcomes into useful public proof without exposing private client details.

Measure: qualified saves, tracked visits, briefs, and referred opportunities.
Bounded test

Paid acquisition

Test one service intent and one landing page only after attribution and sales follow-up are reliable.

Measure: cost per qualified brief, paid-audit conversion, build close rate, and contribution margin.
§ 04 The funnel

One free entry, five paid rungs

FreeAudit entry — paste a URL, no card, no call.
$499Revenue Leak Snapshot — scorecard, top 10 findings, fix checklist. One-click Stripe.
$1,500Growth Audit — full crawl, SEO / UX / accessibility / performance, prioritized roadmap.
$3,500Audit + Fix Plan — adds a repo/source review and an implementation plan.
$1,000Build Scoping — maps the first safe build phase.
$8K–$40KBuild — quoted per project after scoping, not one-click by design.

The single most important launch KPI is the free-audit → $499 Snapshot conversion. Everything upstream (social, outbound, catalog PDFs) exists to fill the top of this funnel.

KPI Measurement

From qualified demand to repeat work

01

Qualified reach

Owners and teams with a real website, product, automation, or growth problem.

02

Briefs and audits

Complete briefs, paid audits, and conversations with enough context to scope.

03

Scoped builds

Qualified opportunities that choose a clear first build phase.

04

Profitable revenue

Closed work, contribution margin, delivery effort, and payment quality by source.

05

Repeat and referral

Clients and partners who return, expand, or introduce another qualified project.

§ 05 Posting calendar

Two weeks, grouped by day

Every scheduled post, its platform, its pillar, and where it stands right now. One CTA per post — free audit, or a named paid tier. Every link carries ?lane=audit&entry=<source>.

Week 1 — Offer + proof

  • X

    Thread: paste your URL, get a free read on what’s leaking leads — no call, no pitch, just findings

    Audit-offerScheduled
  • LinkedIn

    Proof post: 25 product proofs, 20 public live URLs, 6 flagship cases — one studio, built by hand

    PortfolioScheduled
  • X

    Teardown thread: 3 leaks found on a real live site in 10 minutes (anonymized) → free review

    TeardownScheduled
  • X

    Build-in-public: what shipped this week across the live product set — shipping log, not a highlight reel

    Build-in-publicScheduled
  • LinkedIn

    Explainer: the audit ladder — what $499, $1,500, and $3,500 each actually get you

    Audit-offerScheduled
  • YouTube

    Screen-recorded audit walkthrough: what a Revenue Leak Snapshot actually looks like

    Audit-offerScheduled
  • X

    Thread: can ChatGPT and Claude actually find your website? The 7-point AI-discoverability check we run on every launch

    TeardownScheduled
  • LinkedIn

    Case study: one of the 20 live URLs, the before/after, owner-outcome framed

    PortfolioScheduled

Week 2 — Sustain + convert

  • X

    Teardown thread #2: a site that ranks but doesn’t convert — what the free review catches that Google Analytics won’t

    TeardownScheduled
  • X

    Build-in-public: engineering discipline as a selling point — why the studio site is tested like production software

    Build-in-publicScheduled
  • LinkedIn

    The one-page, one-form, one-follow-up-loop thesis — why most service sites lose the lead between the click and the inbox

    Audit-offerScheduled
  • X

    Objection post: why pay $499 for a review when free tools exist — what the free tools miss

    Audit-offerScheduled
  • X

    Teardown thread #3: a site with zero JSON-LD and no llms.txt — invisible to half of how people search now

    TeardownScheduled
  • LinkedIn

    Portfolio grid: all 25 proofs in one place, from online stores to service businesses to everyday tools

    PortfolioScheduled
  • X

    Two-week recap: reviews requested, what got fixed, open slot for the next audit

    Build-in-publicScheduled
  • YouTube

    The 7-point AI-discoverability checklist, explained on screen — score your own site along with it

    TeardownScheduled
§ 06 Guardrails

What we won’t do

Rules that keep the offer honest, whoever is writing the post.

Every number traces to the live proof count (currently 25 proofs, 20 public live URLs, 6 flagship cases) — never a rounder or older figure.

No fabricated client names or testimonials. No invented metrics anywhere in a post.

No jargon on customer-facing posts — “revenue leak,” “lead path,” and “free review” are fine; “Core Web Vitals,” “schema,” and “AI-crawler readiness” stay inside the delivered audit report.

No post implies instant fulfillment on the Watch / Care / Partner retainer tiers — founding-waitlist language only, since that rail isn’t built yet.

One CTA per post — the free audit, or a single named paid tier. Never two competing offers in the same post.

No paid spend or wide-blast email until /privacy and /terms ship. Organic-only until then.

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