System Architecture — Addason Digital

🧭

Client Journey

How a prospect becomes a paying client — discovery to onboarding

Live

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🔍

Discovery

How clients find Addason Digital

Live+

📈 Organic SEO — addasondigital.com

Google ranking for "SEO audit Santa Fe" and adjacent terms. Site built by the same system we sell.

$0Live

How25-check SEO audit applied to addasondigital.com itself. Netlify hosting, schema markup, GSC submission daily at 6 AM via gsc-submit.mjs

Key pagesHomepage, /workflow/, /stack/, /pricing/, /about/

CostDomain: $10/yr (Cloudflare). Hosting: free (Netlify). Total: ~$1/mo

📸 Casey Addason Photography → referral

addasonphoto.com links to addasondigital.com. Footer + case study card. Cross-domain authority flow.

$0Live

Anchor text"Santa Fe Wedding Photographer" (footer), "See Casey Addason Photography" (cross-sell CTA)

Directionaddasonphoto.com → addasondigital.com and addasondigital.com → addasonphoto.com (reciprocal)

⚡ Free Mini-Scan (homepage audit form)

Prospect enters their URL. Firecrawl + 25 checks run live. Score + top 3 issues shown instantly. No email required.

$/scanLive

TechNetlify Function → Firecrawl scrape → 25 audit checks → score rendered client-side

Cost per scan~$0.005 (Firecrawl page scrape). At 100 scans/mo = $0.50

Filescripts/generate-audit-report.mjs

📋

Qualification + Intake

Mini-scan → qualified call → proposal → close

Live+

📝 HoneyBook — Intake Form

7/20 custom fields live. Collects: business name, URL, category, goals, monthly budget, timeline, referral source.

$19/moLive

Intake URLHoneyBook form

FieldsBusiness name, website URL, category, monthly budget, timeline, primary goal, how they found us

No APIHoneyBook has no public API for forms. Casey configures manually. Client data lives in HoneyBook dashboard.

Fileknowledge/client-honeybook-setup.md — full field spec

📄 HTML Proposal System

Dark editorial HTML proposal generated per client. 11 sections: problem, solution, case studies, pricing, guarantee, timeline.

$0Live

Templateaddason-audits-site/templates/remaster.html — parameterized, generates per-client

First clientOjo Caliente Mineral Springs — built as template proof

Pricing shown$1,000 setup + Standard $500/mo or Builder $800/mo. Beta 50% off for first 10 clients.

📦

Core Product

What clients actually get — the deliverables

Live

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🏗️

Website Remaster

Migrate from Squarespace/Wix to Netlify. Full ownership, $0/mo hosting.

Live+

🚀 Netlify — Hosting

Every client site auto-deploys from GitHub on git push. ~15 second deploys. SSL automatic. Free tier per site.

$0/siteLive

Sites liveaddasondigital.com (f5e18f3f), addasonphoto.com, marinaremaster (clients/modern-mind-alchemy/site)

Deploy triggergit push origin main → Netlify webhook → auto-deploy in ~15s

CostFree tier for static sites. Pro team plan if needed (~$19/mo).

ConfigEach site has its own netlify.toml in its base dir. Never a root-level netlify.toml.

🚂 Railway — Hosted Editors

Each client gets a Railway-hosted editor. They log in, edit copy, hit save — changes commit to GitHub and auto-deploy to Netlify.

$5/moLive

Casey editoraddason-photo-editor — project d2c1c05e

Marina editormma-editor — project 96449373

Kayla editorkayla-editor — service 1f62953b inside Casey's project

AuthPassword: addason2026. Any username. No email required.

Deploybash scripts/deploy-editors.sh [casey|marina|kayla|all]

CostHobby plan $5/mo. Free plan maxed at 2 projects (Casey + Marina).

🖼️ Cloudinary — Image CDN

All client site images served via Cloudinary. Auto-format (WebP/AVIF), auto-compress, responsive sizing via URL params.

Free tierLive

Cloud namednajp1vs4

URL patternres.cloudinary.com/dnajp1vs4/image/upload/w_1400,q_auto,f_auto/[public_id]

Free tier25GB storage, 25GB bandwidth/mo, 25K transformations/mo

Cost at scale$89/mo for Plus plan. At 10 clients: still likely free tier.

🐙 GitHub — Source Control

Single private repo: caseyaddason/casey-addason-photography. All client sites live as subdirectories. Every change is tracked.

$0Live

Repogithub.com/caseyaddason/casey-addason-photography (private)

Structure02-WEBSITE/site/ → addasonphoto.com · addason-audits-site/ → addasondigital.com · clients/[slug]/site/ → client sites

Editor integrationRailway editors commit directly to GitHub via GitHub token env var. Save = commit = Netlify deploy.

📊

Monthly SEO

Ongoing rank improvement — blog posts, tracking, schema, internal links

Live+

🔎 Google Search Console API

Real keyword positions, impressions, clicks for each client. Pulled daily at 6 AM. Drives the rank tracking widget on the dashboard.

$0Live

Endpointssearchanalytics.query (positions/clicks/impressions) + urlInspection (indexed/not indexed)

Schedulelaunchd: com.addason.gsc-rank-tracker.plist — daily 6 AM

Scriptscripts/gsc-rank-tracker-lite.mjs · scripts/gsc-submit.mjs (URL submission)

AuthService account JSON in ~/.openclaw/secrets/. Each client site must be verified in GSC by the client first.

📡 DataForSEO API

Live keyword volumes, SERP rank positions, competitor data. Flips trust bars from amber "estimated" to green "live" on client dashboards.

$/callLive

Logincaseyaddason@gmail.com — API password in ~/.openclaw/secrets/openclaw.env

Endpoints usedkeywords_data/google_ads/search_volume/live · serp/google/organic/live/regular

Cost per callSearch volume: ~$0.0006/keyword · SERP live: ~$0.006/keyword · balance: $1.00

MCPdataforseo-mcp-server in ~/.claude/mcp.json — available in every Claude session

✍️ Blog Pipeline (Gideon)

AI-assisted blog post creation for Casey Addason Photography. 174+ posts live. Venue-specific, keyword-targeted, 1000–1200 words with gallery images.

API costLive

AgentGideon — agents/gideon/agent/system.md

CMSSquarespace (Casey's photography blog). API: scripts/lib/sq-client.mjs (cookie-based)

ImagesSelected from gallery catalog: shared-context/gallery-catalog/INDEX.md

Target1000–1200 words, H1 contains target keyword, 8–15 images, no banned phrases

📱

Client Dashboard

Live SEO score, rank tracking, ROI calculator, homework queue

Live+

🎯 SEO Score — How it's calculated

25 automated checks across 5 categories. Starts at 100, deductions per issue. Investor Q: "How did you get that 95 score?" — it's right here.

InternalLive

Score formula100 − (critical × 10) − (warning × 5) − (info × 1). Capped at 0. Casey's current score: 95/100.

CategoriesSEO (meta, schema, canonicals) · Local (NAP, GBP, citations) · Social (OG tags, IG) · Reviews (count, recency, platforms) · Technical (speed, mobile, SSL)

Scriptscripts/generate-audit-report.mjs — 25 checks, outputs JSON + HTML report

Data sourcesFirecrawl (page content) · DataForSEO (volumes, SERP) · GSC (positions) · Manual checks (GBP verification)

Score breakdown example (Casey, 95/100): Critical issues: 0 × −10 = 0 Warnings: 1 × −5 = −5 Info items: 0 × −1 = 0 ───────────────────────────────── Final score: 95 / 100

💰 ROI Calculator

Live revenue potential based on real keyword volumes (DataForSEO) and real positions (GSC). Shows the money on the table.

InternalLive

FormulaΣ(keyword_volume × page1_ctr × conversion_rate × avg_booking_value)

Inputs_roi_inputs in each client JSON. avg_service_price, conversion_rate, page_one_ctr, current_position, keywords[]

Trust barGreen "Live · DataForSEO + GSC" = all inputs verified. Amber "Estimated" = some inputs still estimated.

Casey example: top-3 keywords: 370/mo combined volume × 0.055 CTR (page 1 avg) × 0.02 conversion (wedding photography) × $3,500 avg booking = $1,424/mo potential at page 1

🐕 Times AI Assistant

Client-facing AI chat inside the dashboard. Powered by Claude Haiku. Answers questions about the audit, queues change requests, explains recommendations.

$/msgLive

ModelClaude Haiku 4.5 ($0.00025/1K input tokens, $0.00125/1K output)

Tools4 tools: get_client_data · get_audit_findings · queue_change_request · get_seo_explanation

ContextClient profile JSON loaded on first message. Firecrawl used for live page checks. Supabase for message history.

Rate limiting20 messages/day per client. Cached in Supabase.

Endpointaddason-audits-site/netlify/functions/chat-message.mjs

Named"Times" — named after Marina's dog. Never called "AI" in the UI.

🗄️ Supabase — Database

All structured data: leads, SEO snapshots, blog posts, gallery catalogs, agent activity, approvals. 13 tables, 234+ rows.

Free tierLive

Project refCreds in ~/.openclaw/secrets/openclaw.env — SUPABASE_URL + SUPABASE_ANON_KEY

Key tablesfunnel_snapshots · leads · seo_keywords · blog_posts · gallery_catalogs · approvals · agent_activity

Client liblib/supabase_client.py (Python) · scripts use @supabase/supabase-js directly

Backupscripts/backup-supabase.mjs — runs nightly, stores JSON snapshots in state/

CostFree tier: 500MB DB, 5GB bandwidth. At 10 clients likely still free. Pro: $25/mo.

🤖

AI Visibility Tracking

Are clients being cited by ChatGPT, Claude, Perplexity, Google AI Overviews?

In progress+

📜 llms.txt — AI Crawler Access

Structured plain-text file at /llms.txt that AI crawlers read to understand a site. addasonphoto.com has this live.

$0Live

Live ataddasonphoto.com/llms.txt — readable by Claude, GPT, Perplexity crawlers

ContentBusiness summary, services, prices, location, key URLs, voice/style notes for AI

Standardllms.txt spec by Anthropic — growing adoption in AI search optimization

🔬 Monthly AI Citation Check

Ask Claude, ChatGPT, Perplexity "best [category] in [city]" and record whether client is cited. Tracked in dashboard AI visibility panel.

$/checkBuilding

Queries"Best wedding photographer in Santa Fe NM" across Claude, ChatGPT, Perplexity, Google AI Overviews

Cost~$0.01/check set (4 queries × 4 platforms). At 10 clients monthly: ~$0.40

StatusDashboard panel built, checks not yet automated. Manual check run monthly until script is ready.

⚙️

Data Pipeline

How raw web data becomes an SEO score — every step

Live

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🕷️

Crawl Layer

Fetching and parsing the client's website

$16/moLive+

🔥 Firecrawl — JS-rendered crawling

Handles JavaScript-heavy sites (Squarespace, Wix) that block simple HTTP fetches. Returns clean markdown + structured data.

$16/moLive

API keyfc-03492b64f3ee4939945cb02d4157d19e (in ~/.claude/mcp.json)

Use casesMini-scan scraping · audit report generation · Times AI live page fetch · sitemap discovery

MCPfirecrawl-mcp server in ~/.claude/mcp.json — usable directly in Claude sessions

Stealthy modefirecrawl_stealthy_fetch for bot-blocking sites (Four Seasons, Hyatt). Bypasses Cloudflare.

Cost$16/mo Hobby plan = 3,000 pages/mo. At 10 clients + monthly recrawls: ~1,000 pages. Well within budget.

🦎 ScraplingServer — Stealth Fallback

Secondary scraper when Firecrawl hits bot-blocking. MCP available in Claude sessions.

$0Live

MCP toolsbulk_fetch, stealthy_fetch, bulk_stealthy_fetch — available via ToolSearch in Claude

Use caseFallback when Firecrawl's stealthy mode still fails on heavily-protected sites

✅

25 Audit Checks

Every check that runs to produce the SEO score — with weights

InternalLive+

🏷️ SEO Checks (8 checks)

Title tag, meta description, H1, canonical, og:tags, robots.txt, sitemap, page speed signal.

Internal

Check Weight Data source ───────────────────────────────────────── Title tag Critical Firecrawl scrape Meta description Warning Firecrawl scrape H1 present Critical Firecrawl scrape Canonical tag Warning Firecrawl scrape og:title + image Warning Firecrawl scrape robots.txt Warning HTTP fetch sitemap.xml Warning HTTP fetch SSL/HTTPS Critical URL check

📍 Local SEO Checks (7 checks)

NAP (name/address/phone) consistency, Google Business Profile, LocalBusiness schema, citation count.

Internal

Check Weight Source ────────────────────────────────────────────── Phone number on homepage Critical Firecrawl Address in footer/contact Warning Firecrawl LocalBusiness JSON-LD Critical Firecrawl GBP claimed + verified Critical Manual / DataForSEO NAP consistent (3 checks) Warning Cross-reference Map embed present Info Firecrawl

⭐ Review Checks (4 checks)

Total review count, star rating, platform diversity (Google/Knot/WW/Thumbtack), recency.

Internal

Data sourceManually entered in client JSON (review_count, avg_rating, platforms). DataForSEO can auto-pull Google reviews at scale.

Casey's stats89 reviews · 5.0 avg · 4 platforms (Google 27, The Knot 8, WeddingWire 7, Thumbtack 47)

🤖

Automation System

Scheduled agents that run without Casey's involvement — 25 launchd services

Live

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🕐

Scheduled Scripts (launchd)

macOS launchd plist services — always running on Casey's machine

$0Live+

📅 GSC Rank Tracker + URL Submitter

6 AM daily. Pulls real keyword positions from Google Search Console. Submits new URLs for indexing.

$0Live

Scriptsscripts/gsc-rank-tracker-lite.mjs · scripts/gsc-submit.mjs

Schedule6 AM daily via com.addason.gsc-rank-tracker.plist

OutputWrites to Supabase seo_keywords table. Dashboard reads from there.

💬 Cleo — Follow-up Scheduler

10 AM daily. Checks lead pipeline for overdue follow-ups. Drafts outreach for Casey to review and send.

API costLive

Scriptscripts/cleo-followup-scheduler.mjs

Data sourceSupabase leads table. Checks last_contact date vs follow-up window.

ImportantDrafts only — Casey approves and sends all outreach. Cleo never sends automatically.

❤️ Monica — Health Monitor

Monitors all sites and agents. Alerts Casey via Discord if anything breaks.

$0Live

Configagents/monica/agent/system.md

ChecksSite uptime (curl 200), agent last-run timestamps, Supabase connectivity, GSC API auth

AlertsDiscord message bus. All agent communication goes through Discord for visibility.

📸 Sonny — Instagram

Drafts Instagram captions for Casey's photography business. Matches brand voice. Casey approves before posting.

API costLive

Configagents/sonny/agent/system.md · IG: @caseyaddason

Voice rulesSame brand voice as addasonphoto.com. No "stunning", "amazing", "captured". Direct, editorial.

👥

Clients

Current client roster — 1 live, 1 onboarding, 1 trial

3 clients $1,300/mo MRR

+

📷

Casey Addason Photography

Self — proof of concept. Builder tier. Santa Fe, NM.

BuilderLive+

📊 Current stats

SEO score 95/100 · 51 pages indexed · 89 reviews · booking 2026 & 2027

Live

Siteaddasonphoto.com

DashboardLive dashboard

Target keyword"santa fe wedding photographer" — currently ~#15 GSC avg, 140/mo volume (DataForSEO live)

ROI potential$2,156/mo at page 1 (top 3 keywords × CTR × conversion × $3,500 avg booking)

Score history83 → 92 → 94 → 95 (improving each month)

🧠

Modern Mind Alchemy — Marina Pirkle

Clinical hypnotherapist. Austin, TX. Standard tier. Month 1.

Standard $500/moLive+

📊 Current stats

Score 41/100 (F) → improving. Site remastered, editor live, dashboard live.

Month 1

Sitemodernmindalchemy.com

DashboardLive dashboard

Top keyword"hypnotherapy austin" — 390/mo (DataForSEO live). Currently unranked.

Homework9 pending items: title tag, phone number, LocalBusiness schema, GBP claim, 3 reviews, blog

Forbes angleMarina is Forbes-featured. High E-E-A-T signal once properly marked up in schema.

💍

Mineralbound Silver — Kayla

Silversmithing workshop + jewelry. Santa Fe, NM. Trial.

TrialTrial+

📊 Current stats

Score 47/100 (D). Remaster preview live. Editor deployed. Dashboard live. 4 critical items locked behind subscribe gate.

Trial

PreviewRemaster preview

DashboardLive dashboard

Top keyword"bachelorette party santa fe" — 110/mo (DataForSEO live). Unranked.

Niche noteSilversmithing keywords return null from Google Ads API — too hyper-local. Real traffic from Instagram + tourist referrals.

Service	Cost	Type	What it does	File / config
Anthropic Claude API	~$50–200/mo	$/use	Powers Times AI chat, audit generation, blog writing, all Claude Code sessions. Was $205 in April (Opus overuse). Target: $50–80 with Sonnet default.	~/.claude/settings.json — model: "sonnet"
Firecrawl	$16/mo	$/mo	JS-rendered page crawling for audits and Times AI live fetch. 3,000 pages/mo included.	FIRECRAWL_API_KEY in ~/.claude/mcp.json
Railway	$5/mo	$/mo	Hosts client editors (Casey, Marina, Kayla). Hobby plan = 2 projects. Third editor added as service inside existing project.	scripts/deploy-editors.sh
HoneyBook	$19/mo	$/mo	CRM for both businesses (photography + Addason Digital). Intake forms, contracts, invoices.	knowledge/client-honeybook-setup.md
DataForSEO	~$2–5/mo	$/use	Live keyword volumes and SERP positions. Pay per call. ~$0.0006/keyword volume check. Balance: $1.00.	DATAFORSEO_* in openclaw.env
Netlify	$0	Free	Hosts all sites (addasondigital.com, addasonphoto.com, client remasters). Free tier per site.	Each site/netlify.toml
Supabase	$0	Free	Database for all structured data (leads, SEO data, blog posts, agent activity). 13 tables.	~/.openclaw/secrets/openclaw.env
Cloudinary	$0	Free	Image CDN for all client sites. Auto-format, auto-compress, responsive. 25GB/mo bandwidth free.	Cloud name: dnajp1vs4
GitHub	$0	Free	Source control. Single private repo contains all client sites as subdirectories.	caseyaddason/casey-addason-photography
Cloudflare (domains)	~$2/mo	$/yr	Domain registrar for addasondigital.com, addasonphoto.com. At-cost pricing (~$10/yr each).	DNS records in Cloudflare dashboard
Google Search Console	$0	Free	Real keyword positions, impressions, clicks. API called daily. Best free SEO data available.	scripts/gsc-rank-tracker-lite.mjs
Total (3 clients)	~$94–244/mo		Revenue at 3 clients: $500 + $800 + $0 (trial) = $1,300/mo. Gross margin: 81–93%.
Total (10 clients)	~$150–300/mo		Revenue at 10 clients (mix Standard/Builder): ~$5,500–6,500/mo. Costs barely move. Gross margin: 95%+.

Every moving part,in one place.

Every moving part,
in one place.