SEVENLENS.Get a free plan

I get your brand found by AI.

Websites, AI and Google search, CRM and automation.

For trades and local businesses. Working with Turbo Tonics, Stroud Homes Auckland North, KGA Warkworth and Assureful.

Would rather talk first? Book a 20 minute call.

Where most people start.

Three ways businesses fix this.

Most owners I speak to have already tried one of these. Each one is the right answer for somebody. Here is what each is good at, and where it stops.

  1. A template site from a website builder

    Good at. Quick and cheap. If what you need is one page with your phone number, your hours and a photo of the van, a builder gets you there in a weekend.

    What happens. The template decides the structure, so the pages say what every other business in your trade says. The words, and the structure underneath them, are what a template cannot supply.

    Where it stops. You are renting it. The monthly fee never stops, and if you leave, the site stays behind.

  2. An agency on a monthly retainer

    Good at. Real specialists, and capacity you do not have. If your spend makes you a serious account, a good agency does good work, faster than you could.

    What happens. You are one account among many. The person who pitched is rarely the person doing the work, and the report arrives long before the results do.

    Where it stops. The retainer buys hours, not an asset. When you stop paying you often find the accounts, the code and the campaigns were never in your name.

  3. Hiring someone to do it in house

    Good at. Somebody in the business every day who learns how you work and answers on the spot. If there is enough of this work to fill a week, a hire is the right answer.

    What happens. One person rarely covers design, code, search, ads, email and automation. You get one done well and the rest at whatever level they can manage.

    Where it stops. The salary is the smallest part. Recruitment, tax, tools and the months before they are useful come first, and what they know leaves when they do.

On the books.

Who I work with.

  • Assureful

    London

    Insurance technology, built across several projects.

  • Turbo Tonics

    Auckland

    Wholesale drinks. A CRM joined to Xero.

  • Stroud Homes

    Auckland North

    Home building, north of the city.

  • KGA

    Warkworth

    Chartered accountants, north of Auckland.

An assistant answer that names your business, above the map results.

Getting found

I get you found by AI and Google.

People now ask ChatGPT and Google who to call. I write your site so both can read it and name you. I set up your Google listing, your reviews, and a page for each town you work in. Then I add a page for each job people search for.

An assistant can only name a business it can read about. One page answers one search. Fifty pages answer fifty. Every page sits on your own site, under your own name.

You need this if

  • You ask ChatGPT who does your job near you and it names someone else
  • Other businesses show up on the map and you do not
  • People only find you if they already know your name
  • Getting on the map covers your Google listing, your reviews and a page for each town you work in.
  • A page for each job covers one page for every job or service you offer, written to answer that search.
  • Your figure comes with your free plan.

A page built for people, Google and AI, with one clear call button.

Website and online store

I build your website.

A site built from scratch for your business, not a template everyone else is using. It loads fast on a phone and makes it obvious how to call you. If you sell things, the shop is built into the same site, with card payments, GST and shipping already set up.

Everything else sends people here. If the site does not get them to call, that money is wasted. Selling through someone else's shop costs you a cut of every sale, forever. Your own shop keeps it.

You need this if

  • Your site looks like every other one in your trade
  • You are about to pay for ads pointing at a site you are not proud of
  • Someone takes a cut of every sale you make online
  • The website is designed and built from scratch, in three sizes, and it is yours outright when you buy the build.
  • The online store is built into the same site, with card payments, GST and shipping set up for you.
  • Your figure comes with your free plan.

An ad, and the three things I check before you spend.

Ads and where enquiries come from

I run your ads.

First I set up the counting, so you can see which enquiries came from where. Then I run your Google ads for one flat monthly fee, never a cut of what you spend. Ads on Facebook and Instagram change one thing at a time, so you learn what worked.

Most businesses spend on ads and cannot say which ones brought work in. Ads also need a site that gets people to call, so the site comes first. What you spend on ads goes to Google from your own account, not through me.

You need this if

  • You spend money on ads and cannot say what came back
  • Someone charged you a percentage of what you spent
  • You have boosted posts and do not know what they did

Emails that send themselves, on a schedule.

Email

I email your customers for you.

I write the emails and set them to send on their own: a welcome when someone new comes in, a note that keeps you in mind, an offer when you want the work. I check the setup so they land in the inbox and not in junk.

Your customer list is yours. Followers on Facebook are not, and they disappear when the rules change. Emailing people who have already paid you once is the cheapest work you will ever win.

You need this if

  • Your customer names sit in your invoicing and never hear from you
  • Repeat work turns up by chance
  • You have not emailed your customers this year
  • Email is written and set to send on their own, checked so it lands in the inbox and not in junk.
  • Your figure comes with your free plan.

One board from first call to paid invoice, joined to Xero.

Software for your business

I build your CRM.

One place that holds every customer, every job and every invoice, built around the way you already work. If you sell to other businesses, they get a login to see their prices and order without ringing. I can add stock counts, and one screen showing how the month is going.

Software you rent charges you for every person who uses it, every month, and still does not fit. Turbo Tonics sell drinks wholesale here in New Zealand. I built theirs, joined to Xero, and invoices now go out from one screen.

You need this if

  • Jobs live in your inbox, a notebook and one person's head
  • Someone types the same order out twice
  • You find out you are out of stock from a customer

The list of jobs I take off you, one at a time.

The paperwork

I automate your admin.

A monthly plan. I find the jobs you do by hand every week, then build something that does each one for you, starting with the one costing you most. Usually it is chasing quotes, reminding people to pay, and the report that took you a morning.

An hour you stop doing this week is an hour you stop doing every week after. It adds up as we go. Most owners think they need to hire when the real problem is the same jobs coming round again.

You need this if

  • You or your team spend hours on work a computer should do
  • Quotes go quiet and invoices go unpaid because nobody chased them
  • You build the same report by hand every month
  • The monthly plan covers finding the jobs costing you the most time, then building something that does each one for you.
  • Every automation keeps running on its own once it is built, freeing up the same hours every week after.
  • Your figure comes with your free plan.

How the work is done.

One person, your accounts, your code.

  1. One person does it.

    You talk to me, and I do the work. No account manager, no sales team, nothing handed to a contractor you never meet. When something is wrong you tell the person who built it, and it is fixed by the person who built it.

  2. It is built in your accounts, and written down.

    Your domain, your hosting, your Google and Meta accounts, your repository. Everything is opened in your name at the start rather than moved across at the end, and the documentation is written while the work is done, not afterwards from memory.

  3. You own the build once you have bought it.

    Your accounts, your domain, your data and your documentation are in your name from the first day, whichever way you pay. Buy the build outright and the code is yours as well, the day it is finished, and another developer could pick the whole thing up next week. Subscribe instead and the build stays mine while the fee runs. Nothing is held back to keep you here.

The parts.

What a build is made of.

Every part is named, in the order it gets built. You can take all of it or any part of it, and the order matters more than the number of parts: the site is what everything else points at, so it goes first.

  • The siteDesigned and built from scratch, fast on a phone, written to be read by people and by machines.
  • The trackingGA4, Search Console, your ad tags and the pixel, installed and then checked against the live site.
  • A page for each searchOne page for every job people type in, answering that question and no other.
  • The listingYour Google Business Profile, your reviews and a page for each area you work in.
  • The systemOne place holding every customer, every job and every invoice, built around how you already sell.
  • The automationsThe jobs you do by hand every week, done by something else from then on.

The gap.

Two numbers worth knowing.

I quote two figures on this page and no others. A number without a source is a sentence with a digit in it, so both are listed below with the study they came from.

  • 53%

    of visits to a mobile site are likely to be abandoned if the page takes longer than three seconds to load.1

    Those are people who wanted what you sell and left before they saw it. Speed is not a detail at the end of a build. It is decided by how the site is built in the first place, which is why I build pages as static files rather than as a stack of plugins.

  • 45%

    of consumers surveyed use ChatGPT and similar tools for local business recommendations, up from 6% a year earlier.2

    That is one year of change, in one survey, of US consumers. It still points the same way as everything else I see: people are asking an assistant who to call, and an assistant can only name a business whose website and listings it can actually read.

References

  1. Google Ad Manager blog, “The need for mobile speed”, 8 September 2016. The figure is attributed in the article to aggregated, anonymised Google Analytics data from a sample of mobile web sites, n=3.7K, global, March 2016. blog.google/products/admanager/the-need-for-mobile-speed/
  2. BrightLocal, “Local Consumer Review Survey 2026”, published 11 February 2026, from a representative panel of 1,002 US adult consumers surveyed via SurveyMonkey. brightlocal.com/research/local-consumer-review-survey/

Three calculators.

Work out what slow replies, admin and ad spend cost you.

Every figure is in New Zealand dollars, worked out from your own numbers. The ones filled in are starting points to change. Nothing is stored or sent.

Slow replies

The cost of a slow reply.

What late or missed replies cost you in lost jobs over a year.

Calls, forms and messages that could become a job.

Count an enquiry once, whether the reply was late or never sent.

Your own win rate.

Jobs lost a month
1.8
Value lost a year
$25,920

At those numbers, late replies are costing about $25,920 a year.

Automatic replies and follow-ups are built on the business operations retainer.

How this is worked out

Jobs lost a month: 6 late or missed enquiries multiplied by a 30% win share, which is 1.8.

Value lost a year: 1.8 jobs multiplied by $1,200 a job, multiplied by 12 months, which is $25,920.

Every number comes from what you entered above. Nothing is assumed about your trade.

Check these numbers on a call

Your numbers go with the booking.

Admin hours

What admin costs you a year.

What the hours you spend on admin cost you over a year, and how many of them a system could hand back.

Quoting, invoicing, chasing and retyping. Your own hours, not the whole team's.

What you charge, or what you would pay someone to do it.

Your estimate.

Hours a year on admin
368
Cost a year
$31,280
Hours back at 40%
147
Value of those hours
$12,512

About 368 hours a year, worth about $31,280, and a system could hand back about 147 of those hours.

A system that hands those hours back is quoted on your plan.

How this is worked out

Hours a year: 8 hours a week multiplied by 46 working weeks, which is 368. The 46 working weeks are fixed.

Cost a year: 368 hours multiplied by $85 an hour, which is $31,280.

Hours back: 368 hours multiplied by your 40% estimate, which is 147. At $85 an hour those hours are worth $12,512.

Check these numbers on a call

Your numbers go with the booking.

Google Ads

What a Google Ads budget would need to return.

What a Google Ads budget would bring in at your numbers, and whether that covers the spend.

Paid to Google from your own account.

What you pay Google for one click, not a quote from me.

Of the people who click, how many call or fill in a form.

Your own win rate.

Clicks a month
250
Enquiries a month
12.5
Jobs won a month
3.8
Cost per job won
$400
Jobs needed to cover the spend
1.3
Revenue a month
$4,500

At those numbers, $1,500 a month in ad spend would bring about 3.8 jobs at about $400 each.

Revenue at those numbers would be $4,500 a month, more than the $1,500 spent.

Running the campaign, if you want that done for you, is Google Ads management. Ad spend stays in your own account either way.

How this is worked out

Clicks: $1,500 divided by $6 a click, which is 250.

Enquiries: 250 clicks multiplied by 5%, which is 12.5.

Jobs won: 12.5 enquiries multiplied by a 30% win share, which is 3.8.

Cost per job won: $1,500 in ad spend. Divided by 3.8 jobs, that is $400 a job.

Jobs needed to cover the spend: $1,500 divided by $1,200 a job, which is 1.3.

Revenue a month: 3.8 jobs multiplied by $1,200, which is $4,500.

Ad spend goes to Google direct from your own account.

Check these numbers on a call

Your numbers go with the booking.

The usual objection.

But I already have a website.

Then keep it, if it works. A template site is enough when you sell one thing, to people who already know your name, and the phone rings anyway. If that is you, spend the money on the tracking and the listing instead. The comparison below is for everyone else. The difference is not how it looks, it is what you end up owning.

What a template site gives you

  • A layout that works on a phone, chosen from a set of themes.
  • A page for each thing you sell, in the order the theme allows.
  • Words you wrote yourself, late one night, once.
  • A monthly fee for as long as you keep it.
  • The same structure as every other business using that theme.

What a site built for you gives you

  • A structure decided by what you sell, not by a theme.
  • Words written from a session with you, and approved before anything is built.
  • Pages an assistant can read and describe correctly.
  • Files, hosting and domain in accounts in your name.
  • Your old pages mapped and redirected, so a rebuild does not cost you what you already rank for.

If your current site already turns visitors into enquiries, I will tell you so on the call, and we will spend your money somewhere it does more.

Side by side.

Four ways to get this done.

The same job, four ways, with the parts that decide it. Two of these rows are won by somebody else, and they are left standing.

Four ways to get this done, compared
What is being comparedDo it yourselfHire someoneAn agencyMe
What it costsA platform fee every month, and your evenings.A salary, plus recruitment, tax, tools and a desk.A project fee, usually with a retainer attached.A price agreed in writing before anything starts, or a monthly fee.
What you ownA theme licence and whatever you typed into it.Everything, for as long as they stay.Whatever the contract says, and often not the code.Your accounts and data always. The code too, once you buy the build.
How longWeeks of evenings, and it is never quite finished.Months to recruit, then months before they are useful.Two to four months, and you wait in the queue.Weeks, from a start date agreed on the first call.
Who does the workYou, after hours, on top of running the business.One person in the building who learns your business.A team, though rarely the people who pitched.Me, on every part of it, start to finish.
When it breaksYou search for the answer yourself.Fixed the same day, if they are in.A ticket, and a response time in the contract.You message me, and I fix it.

A client, in his own words.

Nobody is ever locked in.

We own everything: the code, repositories, infrastructure and documentation. Another developer could take over. We stay because we like working with Stuart, not because we are locked in.
Rohit Nair, founder, Assureful, London.An insurance technology company. About GBP 140,000 of work across several projects, on budget every time.

The guarantee.

What I put in writing.

I do not promise rankings, traffic or a number of leads. Nobody controls what Google or an assistant decides to show, and anyone who promises you a number there is guessing with your money. What I put in writing is the work itself.

  • A fixed scope, before anything starts.

    What is being built, page by page, written down and agreed before the first line of it exists. If the job grows, we agree the change before I do the work, not after.

  • A written start date.

    Agreed on the first call and held by the deposit, so you know when the work begins and roughly when it lands. I do the work myself, so I hold dates rather than fill a pipeline.

  • You own the accounts, and the code once you buy the build.

    The accounts, the domain and the data are opened in your name at the start and stay yours whichever way you pay. Buy the build outright and another developer could take the whole thing over at any point, without my permission or my password. Subscribe and the build stays mine while the fee runs.

  • I say so on the call if I am not the right fit.

    If your site already converts, or a hire would serve you better, I will tell you that instead of quoting for it. You keep the plan either way.

What I do.

Every service, and what it is

Each one comes in three sizes. Your figure depends on which services you take and how much of each, so it is worked out on your plan rather than printed here. Ad spend and third-party software are separate and stay in your own accounts.

Every service
ServiceWhat it is
Website design and buildA custom site, built to be read by people, Google and AI assistants.
Online store buildAn online store built into your site, with no platform fees.
Analytics and tracking setupGA4, Search Console, ad tags and the pixel, installed and verified.
Programmatic SEOOne page for each search your customers run.
Local SEO and Google Business ProfileYour Google listing, reviews and area pages.
Email marketingEmail sequences set up and run for you.
Google Ads managementCampaign build and management for a flat monthly fee.
Paid socialMeta, Instagram and Pinterest ads, one variable tested at a time.
Business operations retainerRepetitive admin removed one build at a time, on a retainer.
Workflow auditWhere the hours actually go, measured over two weeks.
Quote and invoice automationQuotes that follow themselves up. Invoices that chase themselves.
Enquiry handlingEvery enquiry answered in minutes, from every channel.
Scheduling and remindersBookings that land in the calendar and remind themselves.
Paperwork and month-end reportingThe forms and the month-end write themselves.
AI office assistantTrained on your documents. It names its source, and says so when it has none.
Xero and reconciliation automationReceipts filed from a photo. The bank feed matched before you look at it.
Inventory management and projectsStock and job tracking built for your products and suppliers.
Wholesale trade portalA login where trade customers see their prices and order.
Order managementEvery order, from every channel, in one queue.
Stock forecasting and reorderingReorder points that know your lead times.
Custom CRMA CRM built around how your business sells.
System planningA written plan before anything gets built.
Job and project managementEvery job tracked from quote to invoice.
Dashboard and reportingOne screen for traffic, leads, spend and revenue, plus a monthly report.
See all three sizes of every service

The catch.

Why most owners never get to this.

Six reasons I have been given on calls, in roughly the order I hear them. Every one of them is fair.

  1. It is never the urgent thing.

    A broken van is urgent. A website quietly losing half its visitors is not, so it waits, and it keeps waiting.

  2. The month you could afford it is the month you have no hours.

    Busy pays for the work and takes away the time to organise it. That is the same month, every time.

  3. Nobody can tell you what it should cost.

    Quotes for the same job come back wildly apart, so doing nothing starts to feel like the careful decision.

  4. The last agency put you off.

    You paid for a monthly report you could not act on, and now everything in this industry sounds the same from the outside.

  5. It is hard to know what to do first.

    Site, listing, ads, CRM, automation. They all sound necessary, and doing them in the wrong order wastes the money.

  6. You cannot see what it is costing you.

    The enquiry that never arrived does not appear on any statement. Nothing is visibly bleeding, so nothing gets fixed.

The plan takes five minutes and tells you which of these to fix first.

Get a free plan

Questions.

The questions I am asked most.

If yours is not here, ask it on the call.

Working with me

Who does the work?

I do. There is no account manager, no sales team and no handover to a contractor. You talk to the person who designs and builds the work, and the same person looks after it afterwards. A start date is agreed before anything begins, and the first instalment holds it, so the date is fixed before a line of work is done.

Do I own what you build?

Your accounts, your domain, your data and your documentation are in your name from the first day, not transferred later, whichever way you pay. Buy the build outright and the code is yours too, the day it is finished, and another developer could take it over. Subscribe and the build stays mine while the fee runs. Nothing is ever held back to keep you.

Do you guarantee results?

No. Nobody controls what Google or an AI assistant decides to show. Anyone who promises a ranking, a traffic figure or a number of leads is guessing. What I put in writing is the work itself: what gets built, when it is finished and what you own at the end. Tracking is set up so you can see for yourself what each part is doing.

Do you work outside New Zealand?

Yes. I am based in New Zealand and work remotely with businesses in New Zealand, Australia, Canada, the United States and the United Kingdom. The work is the same wherever you are: the website, the search setup, the CRM and the automation are all built and handed over online. Calls are booked at a time that suits your hours.

What happens on the free call?

Twenty minutes. I ask what the business does, where the work comes from now, and which parts of the week you would most like back. Then I say what I would do first and whether I am the right person to do it. If you already have your plan, we go through it. Nothing is sold on that call.

Plan and quote

What is in the free plan?

Your site's real scores on a phone, in plain words rather than developer jargon. Whether an AI assistant can read enough about you to name you. What I would do first, second and third in each area you pick. And your own numbers turned into money: what late replies and repeated admin are costing you over a year.

How is the quote worked out?

You choose the services you want and the size of each one, and the quote is built from that list. Anything a service needs in order to work is added for you rather than discovered halfway through. The maths runs on my side, not from anything typed into the browser, and it covers only what is on your list.

What does own or subscribe mean?

Two ways to pay for the same work. Own it and you buy the build outright, paid in four parts, and it is yours the day it is finished. Subscribe and there is nothing to buy: one monthly fee covers the build, the hosting and the upkeep for as long as you want it running. You pick on your quote.

How do the four instalments work?

If you own the build, the price is split into four equal parts, fourteen days apart. The first is paid when you accept the quote, and it holds your start date. The rest fall due while the work is being done, so the last one lands near the end of it. Every date is written on the quote before you pay anything.

What does holding a start date mean?

I run three builds at a time and no more, so a date is a real place in the diary rather than a queue you join. Until the first instalment is paid the date is only pencilled in. Once it is paid, nobody else can take it. If a week is already full, the quote shows the next one that is genuinely free.

How long does a website take?

It depends on the size you choose. The smallest build runs about two weeks, the middle one about four, and the largest about eight. That is build time, counted from the day the copy is approved. What stretches a project is waiting on photos, prices or a decision, so the schedule says who owes what and when.

What does being found by AI mean?

People now ask ChatGPT, Google's AI answers and similar assistants which business to call, instead of reading a list of links. Those assistants read websites, Google Business Profiles and reviews. They tend to name the businesses they can read clearly. Being found by AI means your site and listings are written and structured so an assistant can read them and has a clear reason to name you.

Can you run Google Ads without a new website?

Only if your current site already turns visitors into enquiries. I will tell you on the call whether it does. Ads send people to your website, and if the site does not do its job the budget goes out the door. That is why the site usually comes first. Your ad budget stays in your own account either way.

What is programmatic SEO?

Ordinary SEO improves the pages you already have, one at a time. Programmatic SEO builds the pages you are missing: one for each question your market actually searches, grouped by intent so no two pages compete for the same one. Each page is researched, written to a quality bar and read by me before it goes live.

What does local SEO change?

It is how nearby customers find you: the Google Business Profile, the reviews, and pages for the areas you serve. Claiming a profile is only the start. Most are missing categories, services, photos and any habit of asking for reviews, and those are the things the map ranks on. Running the profile properly is the actual job.

Administration and systems

What can you automate in my office?

The work your team repeats. Quotes that chase themselves until they are answered. Enquiries answered in minutes and sent to the right person. Bookings confirmed and reminded. Supplier bills captured out of email and receipts filed from a photo. Month-end reports finished before anyone sits down to them. The audit says which of those is worth doing first.

Will automation replace my administrator?

In most businesses it means not hiring the next person, and giving the one you have their afternoons back. What stops is the repetition: retyping, chasing, filing, remembering. What does not stop is judgement, which is the part of an administrator's day actually worth paying for. You decide what the freed hours get spent on.

Does it work with Xero?

Yes. Xero is the one I build against most often. The bank feed gets matched against your invoices and bills, supplier bills are captured as they arrive by email, and receipts are filed from a photo taken at the counter. What is left for a person is a review, not a data entry session. MYOB is possible and scoped on the call.

What is the office assistant trained on?

Your own documents: price lists, product sheets, policies, warranties and past jobs. Staff ask it the questions they currently ask the busiest person in the building. Every answer names the document and the section it came from, so you can check it in seconds, and a question your documents do not cover is reported unanswered rather than guessed at.

Do I need a CRM before any of this?

No. Plenty of businesses start with the website, the enquiry handling or the reconciliation, and add a CRM later. A CRM earns its place when quotes and follow-ups are getting lost, not before. If you do need one, I build it around the way you already sell rather than fitting your process into someone else's boxes.

Marketing and reporting

How do you run ads differently?

Management is a flat fee, never a share of your ad spend, so a bigger budget never pays me more. The account is in your name with your billing on it, and my access comes off the day we stop. I will tell you when a budget is too small for the market you are in, rather than take the work anyway.

What do you report and how often?

The dashboard updates every morning on its own, and once a month you get a written report in plain English. The dashboard says what moved. The report says why it moved and what happens next. If a number stops arriving, the dashboard tells you so rather than quietly showing yesterday's figure as though it were today's.

How do you test ad creative?

One variable at a time. Two ads that differ in five ways teach you nothing when one of them wins. Mine differ in exactly one, so every result is a lesson you keep and the next round starts from the winner. I write the angles and build the variations. Photos and video can come from your own library.

Can I see the numbers myself?

Yes. Everything runs in accounts held in your name, so you can log in to Google Ads, Analytics, Search Console and your Business Profile whenever you like and see exactly what I see. Nothing reaches you only through a report I wrote. If you want another pair of eyes on any of it, that is fine by me.

What does the dashboard show?

Traffic, enquiries, ad spend and revenue on one screen, instead of six logins telling you six half-truths. You choose who sees what, and it can differ by number: some businesses put the job figures on a screen in the workshop and keep the money to the owner. It refreshes every morning without anyone opening anything.

How to start.

Get your free plan.

Five minutes and your own numbers gets you your site’s real Google scores, what I would do first in each area, and what a hire would cost against a system.

Get a free plan