Espy Arc is a functioning digital services consultancy that helps small businesses improve how they show up online and how they operate internally. It has pipeline clients, real deliverables, and a live marketing site. The two pillars of the practice are connected: the external side helps clients attract and convert, while the internal side helps them manage and understand what's happening once that opportunity exists.
The first pillar, Digital Presence & Growth, covers websites, local SEO, Google Business Profile optimization, review and reputation support, lead capture, and visibility reporting. The second pillar, Business Systems & Insights, covers structured tracking systems, dashboards, CRM-style tools, operational enablement, and analysis-ready data setups. Most small businesses need help on both sides. Espy Arc delivers both under one engagement.
For one client engagement (a residential and commercial epoxy flooring contractor), the external deliverables included a strategic market assessment covering competitive landscape analysis across seven direct competitors, local market sizing estimating an $11.2M residential market in Snohomish County alone, and industry trend analysis. That research fed into a full digital growth playbook: Google Business Profile optimization with step-by-step execution sprints, a 25+ page sitemap with URL slugs and priority rankings, page-by-page content blueprints, SEO keyword mapping with primary, secondary, and long-tail targets per page, a review generation system, and a 90-day content calendar with budget.
The engagement also produced a complete brand messaging system: a master copy brief defining voice, positioning, target audiences across three tiers, five messaging pillars, and tone-by-page-type guidelines. From that foundation, a homepage copy brief prescribed the messaging hierarchy, buyer anxieties the page must address, and the emotional impression the site must create within 10 seconds. The final deliverable was production-ready homepage copy, section by section, with strategic editorial notes explaining what each block is doing and why.
The same client needed an operational system. They were running paid Facebook Lead Ads that generated prospects fast, but leads were getting lost in scattered text messages, missed callbacks, and forgotten follow-ups. LeadPulse was built to solve that: a purpose-built lead intake CRM that automatically ingests Facebook Lead Ad submissions via webhook, parses text notifications into structured records, supports Excel bulk import, and gives the owner a fast triage interface with status tracking, urgency timers, activity logging, and real-time notifications when new leads arrive.
Three ingestion paths feed into one system: a Facebook Lead Ads webhook endpoint that receives, validates, and stores leads automatically; a text-paste parser where the owner can copy a forwarded notification and get a structured record; and an Excel upload for bulk imports with header matching and per-row error reporting. The lead table supports status filtering, sorting, and urgency indicators. A detail drawer shows editable fields (sqft estimate, quote amount, notes, follow-up date) and a per-lead activity log. Real-time Supabase subscriptions trigger toast notifications when new leads arrive. Built with Next.js, TypeScript, Tailwind CSS, shadcn/ui, Supabase, and Zod.
This is not a portfolio exercise. It is a real engagement with a real client, spanning research, strategy, content, and implementation. The work moves from market assessment through competitive analysis, brand positioning, copy production, site architecture, SEO planning, and custom tool development. Each deliverable builds on the previous one and feeds the next. The output is not a deck or a set of recommendations. It is actionable work product the client can execute against immediately.
Every deliverable in this engagement was produced using AI-assisted workflows: the market assessment, the growth playbook, the copy briefs, the agency site itself, and LeadPulse. This is the same documentation-driven, AI-assisted development methodology used across the rest of the portfolio, applied to real professional services delivery for a paying client. The tools and the process are the same. The difference is that someone is building a business on the output.
"The best small business partners don't just build websites or set up dashboards. They connect how a business attracts customers with how it operates once those customers show up."
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