A Website Proposal
Prepared for Tim Houlihan Jr.
You and your leadership team have built a world-class operation. This proposal is about the one surface that has not caught up to it yet.
April 2026 | Confidential
Prepared by Haney Strategy, LLC
Executive Summary
The business is first-class. The website has not caught up yet.
The technical hosting is healthy. The team credentials are strong. The story behind ADS is the kind of story a buyer would remember. The site itself is an Elementor brochure that hides those assets behind broken links, missing metadata, generic copy, and a contact page that does not exist. Every one of those is a fix. Taken together, they are the reason the website does not do the selling the business has earned.
The Full Audit
The Full Scorecard
Technical Foundation
Add the five standard security response headers at Cloudflare. Low effort, immediate Best-Practices lift, and a compliance posture a B2B buyer can check for.
Google & Bing Visibility
Ship meta descriptions on every page, rewrite the homepage H1 to lead with category and geography, and add the Sitemap directive to robots.txt. That is a one-day fix with the largest CTR lift in the entire engagement.
AI Search Readiness
Add Organization + LocalBusiness + Service schema, publish a real llms.txt, and wrap the executive bios in Person schema linked to their LinkedIn profiles. That unlocks eligibility for AI-generated answers in Google AI Overviews, ChatGPT, Perplexity, and Claude.
Conversion Paths
Build a real /contact/ page with address, map, hours, multiple contact methods, and the form. Fix the broken tel link. Add a 15-minute calendar booking for a fleet consultation. That is the shortest path to measurable lift in captured leads.
Brand Voice & Story
Rewrite the hero around the founder story and the local operator thesis. Lead with what only ADS can say. That is the sentence every competitor is missing today.
Trust & E-E-A-T
Replace the broken LinkedIn link with a real company page. Stand up a Testimonials page with three to five named customers, quote, outcome, and photo. Add Privacy, Terms, and Accessibility pages to the footer.
Accessibility (WCAG 2.2 AA)
Populate alt text on every meaningful image starting with the logo and hero. Replace file-name alts with real descriptions. Publish an accessibility statement. These fixes reduce WCAG 2.2 AA exposure and help image search visibility.
Content Engine
Stand up a blog and commit to one post per week focused on ADS services and the geographies you serve (Morris County, Bergen, Essex, Union, Passaic). Freshness, topical authority, and long-tail search capture compound monthly.
Where the site stands across eight dimensions
Website Speed & Stability
These are the four metrics Google uses to judge whether a website feels fast and stable. They matter because they directly affect search rank, ad quality score, and how many visitors stay long enough to convert.
TTFB (Time to First Byte)
How quickly the server begins sending the page. A strong result here. The hosting is healthy.
LCP (Largest Contentful Paint)
How long a visitor waits before seeing the biggest element (usually the hero image or headline).
CLS (Cumulative Layout Shift)
Whether the page jumps around as it loads. Low numbers are good. Layout shift is what causes a miss-tapped button.
INP (Interaction to Next Paint)
How quickly the page responds after someone clicks, taps, or types. This replaced an older metric (FID) in 2024.
Why three of these show “Pending”
Google's page-speed measurement service was temporarily rate-limiting test requests during the audit window, so we captured the server number directly and deferred the other three for a second pass. Neither option above is blocked on these, and the live numbers will be captured and reported during the engagement.
Seven Findings, Each a Fix
Seven Quiet Leaks
These are the line items draining leads and trust today. Each one is small in isolation. Together they describe why cold traffic bounces and why warm traffic does not convert at the rate this business has earned.
The Contact page does not exist
/contact-us/, /contact/, and /testimonials/ all return 404. Nav "Contact Us" links to #Contact on the homepage, which is a fragment anchor, not a page.
The reframe
On a local services site this is the single highest-leverage conversion surface. Standing up a real /contact/ page with address, map, hours, multiple contact methods, and a form is a one-day fix that rebuilds the most important moment in the buyer journey.
One of the click-to-call links is broken
The header contains href="tel:Call%20973-970-9737". The tel: URI scheme does not accept the word Call or a space. Mobile dialers silently refuse it. The adjacent tel:973-970-9737 works.
The reframe
A buyer who taps the wrong CTA gets nothing. A buyer who taps the right one gets your team. Fixing this is a five-minute change that removes a silent loss that only shows up in lost calls nobody knew were lost.
Every page is missing its meta description
Zero of nine pages tested carry a <meta name="description">. Google is writing the search snippet for every page using whatever body copy it decides to grab.
The reframe
The meta description is the single most controllable lever on search click-through. Writing one for every page is the highest-leverage SEO hour on the roadmap.
The homepage H1 is the brand name only
The homepage H1 reads "American Document Solutions." Brand searches already resolve. Category and geography searches do not, because the H1 spends its one best slot on the brand.
The reframe
Rewriting the H1 to lead with the category and the geography (for example, "New Jersey's copier, production print, and managed IT partner") earns non-brand traffic the brand name never could.
The site gives AI search nothing to cite
Zero JSON-LD schema blocks on the homepage. No llms.txt. No FAQ content. No entity graph linking executives to LinkedIn.
The reframe
Google AI Overviews, ChatGPT, Perplexity, and Claude are reshaping how buyers find local B2B providers. Adding LocalBusiness and Organization schema plus an llms.txt is a day of work that unlocks eligibility for AI-generated answers you cannot be found in today.
The LinkedIn link goes to LinkedIn's home feed
The footer LinkedIn href is https://www.linkedin.com/feed/. That is a personal-feed URL, not a company page. It dumps visitors into their own LinkedIn home.
The reframe
A small miss, the kind that is easy to leave in the field when you are running a real business. Repointing to the ADS company page and hardening the social icon set restores a trust-stage signal.
Seventy-five percent of images have empty alt text
42 of 56 homepage images have alt="", including the ADS logo itself. The populated alts that exist are file names like "2560px-Xerox_logo.svg_".
The reframe
This is an accessibility, SEO, and WCAG exposure at once. Populating meaningful alts on every image is a half-day sweep that touches all three at once.
The Proposal
Two Paths Forward
Two options, priced flat and honest. Option A respects what is already in place and sharpens it. Option B is the one we recommend, because it matches the website to the ambition of the business.
Tidy & Optimize
Clean up what is broken, ship the AI and SEO foundation, and tighten the copy on all nine pages.
flat · 4-week engagement
Right for ADS if the priority is measurable search and conversion lift in the next sixty days without changing platforms.
Fix every broken surface
Real /contact/ page, fixed tel link, repointed LinkedIn, corrected form fields, restored /testimonials/.
AI and SEO foundation
Meta descriptions on all nine pages, JSON-LD schema, llms.txt, Open Graph cards, Bing IndexNow.
Copy tune-up on all nine pages
Hero rewritten around the founder story, H1s for category and geography, service cards that stop sounding like every other dealer.
Accessibility and trust sweep
All 56 homepage alts populated, accessibility statement, five security response headers, privacy and terms pages.
Full Site Rebuild on Next.js
Rebuild the site from the ground up on a modern platform built to perform, compound, and grow with ADS.
flat · 8-week engagement
The right call if the business has outgrown the WordPress template. Faster, AI-search-native, and a foundation that stops costing money to maintain.
Modern stack, modern speed
Next.js + Vercel. Sub-second LCP, 95+ Lighthouse scores as a floor. The same stack the national brands use.
AI and SEO native from day one
Structured data on every page, llms.txt, MDX blog engine, FAQ and Speakable markup, IndexNow on publish.
A real content engine
Blog, industries served, service-area landing pages, case studies, testimonials, and a lead-magnet surface the WordPress site cannot match.
Every page and every schema block owned
Twenty recommended pages, twelve JSON-LD schema blocks, named customer proof, a Team page that actually showcases the leadership bench.
After launch · monthly recurring
Managed hosting
Vercel Pro, CDN, Skew Protection, monitoring, uptime SLA, monthly report.
Daily security checks
Dependency scans, security header validation, SSL posture, uptime and response-time monitoring, monthly security report.
Both options include a 50% deposit to begin and 50% upon completion. Both can be extended with the Thought Leadership add-ons below.
Stacks on either option
Thought Leadership Add-Ons
These stack on either option. Pick one, both, or neither. The pricing below is the same whether ADS chooses Option A or Option B above.
$400
per month
Weekly Blog Program
One blog post per week, focused on ADS offerings and the geographies you serve.
Why it earns the line item
- →Compounding topical authority. After twelve months, that is fifty-two indexed posts, each capturing its own long-tail queries ("Randolph NJ production print," "Morris County managed print," "Passaic County copier lease").
- →Freshness lever for Google. A site that publishes weekly gets re-crawled weekly. A site that never publishes drifts down in rank over time.
- →Primary AI search surface. Every Google AI Overview, ChatGPT answer, and Perplexity citation on a local B2B query pulls from answer-shaped content.
- →Fuel for the sales team. Every post is a link a rep can drop in a prospect email or a LinkedIn DM without sounding like spam.
What is included each month
- Topic calendar aligned to ADS services, seasonal cycles, and target counties.
- One 900 to 1,400-word post per week with FAQ schema and a Quick Answer block.
- Hero image per post.
- Internal linking pass across the site as new posts publish.
- Monthly report: traffic, queries captured, new keywords ranked, featured-snippet wins.
Applies to Option A or Option B.
$200
per month
LinkedIn Syndication
Every blog post gets a tied-back LinkedIn post from the ADS company page.
Why it earns the line item
- →Referral traffic that Google cannot give you. A single LinkedIn post that lands with the ADS network ships more warm traffic in a day than a week of cold search.
- →Sales rep distribution. Reps reshare from the company page and the algorithm rewards native LinkedIn engagement an order of magnitude higher than external links.
- →Recruiting surface. The ADS company page becomes a living signal of what the team thinks about and how it operates.
- →Category presence. Over ninety days, the ADS feed reads like a dealer that thinks, not a dealer that sells.
What is included each month
- One native LinkedIn post per week from the ADS company page, tied back to the week's blog post.
- Hook and body copy written for LinkedIn.
- Link in the first comment (external links in the body of a LinkedIn post depress reach significantly).
- Reshare coordination playbook for leadership and sales reps.
- Monthly report: impressions, engagement rate, profile views, company-page follower growth.
Applies to Option A or Option B. Best paired with the Weekly Blog Program.
Bundled Thought Leadership
Both add-ons together at $600/mo is the full compounding engine: weekly content, weekly LinkedIn, monthly reporting.
$600
/ month, bundled
Who would be doing the work
The operator who would run this engagement, and how the engagement runs.
Jim Haney
Founder & Fractional CMTO, Haney Strategy, LLC
Twenty-plus years in GTM and revenue leadership across MSP, VAR, and office-technology companies. Ran marketing and technology as a CMTO at a regional office-technology dealer that scaled IT services from eight million to twenty-five million in revenue. MIT AI and Digital Transformation certificate. Operator-first, not consultant-first. Haney Strategy works with independent dealers, MSPs, and mid-market B2B companies that want their marketing and AI stack to perform the way the rest of their business already does.
- ·MIT AI and Digital Transformation certificate
- ·Twenty-plus years in MSP, VAR, and office-technology GTM
- ·Former CMTO, regional office-technology dealer (scaled IT services $8M to $25M)
- ·Direct experience across copier, production print, managed services, and IT
- ·Based in Tennessee. Works nationally. Available on East Coast hours.
How the engagement runs, start to finish
Four phases. Weekly previews. No surprises.
Kickoff & Discovery
Working session with the ADS team to lock goals, success measures, constraints, and the first two weeks of work. Access granted to GA4, Search Console, CMS, and CRM as applicable.
Weekly Friday Previews
Every Friday, a preview link and a plain-English written update covering what shipped this week, what ships next week, and what needs an ADS decision.
Launch & Handoff
Ship the work, walk the team through every new surface and every measurement, and leave a handoff document that does not require Jim to be on the phone for the team to understand what lives where.
Post-Launch 30-Day Tuning
Measure, tune, and document. Every engagement ends with a written retrospective and a clear answer to the question, "What is worth doing next?"
Looking forward to our follow-up call on the 24th.
If anything in this proposal raises a question you'd like answered ahead of the call, send it over. I'll come prepared to walk through it in detail.