How Your Website Fits Into
Everything Else You're Doing Online.
A plain-English guide to the digital landscape. Every diagram in one place: website types, the tech stack, the one-inbox model, pricing, and target ICP.
Where Things
Actually Stand.
47%
of New Zealand businesses don't have a website. Adoption hasn't moved since 2022.
74%
of consumers say a website is their most important tool for engaging with a business.
53%
of purchase journeys start with online research.
The gap between what people expect to find and what they actually find is widening every year.
That's not a technology problem. It's a priority problem.
Everything You Do Online Is a Signal.
Where Does It Lead?
You post on LinkedIn. You show up on Instagram. You get mentioned in a podcast. Someone leaves a Google review.
Every one of those is a signal. A small piece of evidence that you exist, that you're real, that you're worth paying attention to.
But signals need somewhere to point. A destination. A place that holds the whole story. Permanently, completely, in your own words, on your own terms.
Without that, signals scatter. People find fragments. They can't get the full picture. In the moment they're deciding whether to trust you. They hesitate.
Your profiles are signals.
Your website is the source.
Every post, every review, every appearance. They should point somewhere permanent. Somewhere you own. Somewhere that says: this is who I am, this is what I stand for, and I'm not going anywhere.
Types of websites
we build.
Two fundamental types, same stack. Architecture and copy angle differ based on whether the person is the brand.
Type 01
Business site
The business exists separately from the person: tradie, clinic, café, salon, studio.
- Y Homepage: what we do + who for
- Y Social proof: client results
- Y Primary CTA: call / form / quote
- Y Credibility signals: quals, certs
- Y Google search: service keywords
Type 02
Personal brand
The person IS the business: coach, speaker, consultant, creator, author.
- Y Homepage: who I am + what I believe
- Y Social proof: media, talks, publications
- Y Primary CTA: work with me / join / buy
- Y Multiple audience routing
- Y Google search: name + topic keywords
Presence
Exist, look credible, get found
Authority
Portfolio, blog, thought leader hub
Community
Email capture, lead magnet
Commerce
Stripe services, digital products
E-commerce
Shopify → Refer out
App / Platform
Custom dev → Refer out
The Digital Ecosystem.
Where YourHQ sits relative to every other type of web service.
The Website. The Source.
Everything else is a signal. This is where it all leads. Owned, permanent, never disappears.
Partners (We work alongside)
Refer Out (Not our lane)
The Technology Stack.
Six layers, bottom to top. Most people only see layer 6. Understanding the stack is why our sites are faster and more secure.
What the visitor sees
Pages, copy, design, photos, forms, CTAs. Fast, clear, credible. Under 1 second load time. The goal.
Content and copy
Written from the Drive-Home Interview, content raid on existing socials, and the client's footprint. Kept fresh via one-inbox updates.
Builder / framework
How the site is constructed. The biggest quality gap. No page builders, no visual editors, no bloat. Pure hand-coded components.
Platform / CMS
Where WordPress plugin bloat, security holes, and 'my site broke' come from. Astro generates static files. No CMS layer needed.
Hosting
Invisible but critical. Determines speed, reliability, uptime. Vercel's global edge network means the site loads from a server near the visitor.
Domain
Their address. The only part of the stack that is irreversibly theirs from day one. Always registered in the client's name.
The Build Workflow.
From Drive-Home Interview to live site. The caretaker relationship begins at launch.
Client Action
Drive-Home Interview
Client calls the AI voice agent. On the couch, in the car, between jobs. Their own time, their own terms. No forms, no typing, no scheduled Zoom. Just talk.
Automation
Agent drafts copy + content raid
The agent processes the transcript and raids the client's existing footprint. Pulls photos, testimonials, business info. Drafts all page copy. Time from client: zero.
Lian Touchpoint
Lian reviews copy
Lian reads the agent's draft, refines the voice, flags anything needed, and approves it for client review. Quality control before the client sees it.
Client Action
Client copy review
Client receives a private page showing all copy section by section. One round of changes allowed. Copy is approved before a single line of design code is written.
Lian Builds
The Build & QA
Lian builds to the approved copy. Astro + Tailwind CSS. Mobile-first. SEO and AEO ready. Lian checks everything before the private staging link is sent.
Client Decision
Accept, or full refund
Client loves it → subscription starts, goes live. Client hates it → full refund minus hard costs. One round of edits available before the refund decision.
Ongoing
Live. Caretaker model begins
Domain connected within 24 hours. Google notified. Hosting, SSL, security running. Annual refresh clock starts. One-inbox model is live. Text, email, Drive, link, we handle it all.
The One-Inbox Model.
After launch, clients never log in, never learn a system, never change how they operate. They send stuff. We handle it.
Text
"Swap my number"
"New bio attached"
Drive
"Dropped new photos"
Link
"I was on this podcast"
Social
Post becomes blog
Portal
Optional dropzone
Received by YourHQ
Reviewed · Formatted · Approved by Lian · Published to your site
Copy Updated
Live within 24 hours
Photos Added
Formatted and published
Blog Live
Indexed permanent article
Media Archived
Podcast/press formatted
What You Never Have to Do
Pricing Structure.
One build fee. Power-Ups for third-party integrations. Monthly care that scales with what the site does.
The build · one-time setup fee
The Permanent Digital Home
Everything needed to exist properly, look credible, and be found. Drive-Home Interview, full copywriting, content raid, up to 8 pages hand-coded, blog, portfolio, media and press, socials embed, Google Business Profile, forms, SEO and AI search optimised, domain, hosting, annual refresh, one-inbox forever.
$1,800
NZD + GST · one-time
Power-Ups (Third-party systems) · NZD
Bookings embed
Calendly, Timely, Acuity
Email platform + lead magnet
ConvertKit/Mailchimp connected
Stripe: Services / products
Deposits, PDFs · up to 5 items
Stripe: Course delivery
Structured course with modules
Monthly Caretaker (Scales with complexity) · NZD
Level 1 · Sorted
$129/mo
Site is your credibility anchor. You text when something changes.
30 minutes included · hosting · security · annual refresh · on-demand updates
Level 2 · Connected
$179/mo
Site is doing active work. Booking systems running, email list growing.
1 hour included · more moving parts · more regular updates
Level 3 · Building
$249/mo
Site is an active revenue channel. Adding products, running campaigns, pushing harder.
2 hours included · payment flow monitoring · highest care level
The Target ICP.
Not an industry. A mindset. Same psychological profile, three different outfits.
The Shared Mindset
"Someone who has already built something real (a business, a reputation, an audience) but all of it lives on platforms they don't control. When people go looking for the proper version of them, there's nothing there that does them justice."
Grant
The tradie
Who Electrician, plumber, builder
Wants Time back + credibility
Buys because "This looks legit and I don't have to do anything."
Sarah
The professional
Who Physio, accountant, coach
Wants Status + authority
Buys because "This matches my professional standards."
Kiri
The creator
Who Salon, hospo, photographer
Wants Ownership + independence
Buys because "This feels like me and I finally own it."
The Ecosystem Questions.
Does my website replace my social media presence?
No. Social is where you show up and reach new people. The website is where you send them when they want the full picture. Both matter. The difference is one is rented, one is owned.
What if the platforms I use change or disappear?
Your website is the one thing that doesn't depend on any platform's decisions. Your domain, content, design. Owned unconditionally. If Instagram disappeared tomorrow, your website is still there.
What's the difference between SEO and AEO?
SEO is how your site shows up in Google's traditional results. AEO, Answer Engine Optimisation, is how your site shows up in AI-generated answers, like when someone asks ChatGPT a question and it pulls from real websites. We build for both.
What does "hand-coded" actually mean?
Every line of code is written specifically for your site, not assembled from a template or generated by a page builder. Hand-coded sites are faster, cleaner, more secure, and more distinctive.
Ready to Build the Source?
One conversation. Your story captured. Your permanent digital home, built, owned, looked after forever.