01
Strategy
Positioning · Target groups · Competition · Region
COMMUNICATIONS · powered by AI
Sales Engine · for trades & SMEs
Your phone will never stand still again.
Website, backend, CRM and the complete digital process from first inquiry to five-star review. One system, built, measured and optimised with AI. Live in 16 days.
- 16
- days to go live
- 8
- disciplines, one system
- 5.000 €
- entry (option B)
- 90
- day roadmap
01 · Starting point
Good work is no longer enough.
Being found, understood and answered fast is what decides. This is what a prospect’s journey looks like at most trades businesses today:
01
Google
The customer searches and finds your competitors.
02
Website
A shop window with no call to action.
03
Contact form
“Please call me back.”
04
Inbox
The inquiry sits, speed is lost.
05
First call
No prior knowledge, no data.
06
Site visit
Data collection instead of consulting.
No lead is lost because the workmanship is poor. It is lost because between interest and order there is no system.
02 · The principle
Value is created by the interplay.
Individual measures are not the value. Each one alone leaves a gap:
- Google Ads without a landing page achieve little.
- A landing page without tracking creates no learning curve.
- Tracking without traffic creates no data.
- Traffic without qualified search intent burns budget.
- Leads without a working sales process never become revenue.
The formula
Strategy + Brand + Website + Content + Tracking + Traffic + Sales + Data
= a digital growth system
Not eight separate vendors, but one system: built, measured and optimised with AI.
03 · The Sales Engine
Eight disciplines. One system. One partner.
Each discipline is valuable on its own. Together they are worth far more. Everything you see on the website is included in the scope.
02
Brand
Corporate design · Imagery · Tone of voice · Style guide
03
Digital
Website · Mobile app layer · AI assessment tool
04
Technology
Frontend & backend · APIs · Database · Scoring engine
05
Visibility
SEO · Schema.org · AI search (llms.txt) · Google Business
06
Sales
Lead journey · Email system · CRM · Review funnel
07
Media
Partner deck · Business cards · Signature · Vehicle · Flyers
08
Traffic
Google Ads · Conversion tracking · Measurement & optimisation
04 · From inquiry to review
A cycle, not a funnel.
The last step leads back to the first: every completed project generates material for the next inquiry.
01
Google
Search, Maps, AI answers
02
Website
Orientation, clear action
03
AI check
Interest becomes data
04
Lead
Structured, not free text
05
CRM
Traceable, not an inbox
06
Consulting
A prepared conversation
07
Quote
Tailored, not standard
08
Order
Execution
09
Review
Reference, back to Google
↺ every completed project feeds the next inquiry
Automated review funnel: after completion the system triggers the request for a Google review. Happy customers get a gentle reminder; unhappy ones are routed internally, before they go public.
05 · Who it is for
For trades and SMEs that want to be first choice.
High order values, short decision paths, word of mouth in the neighbourhood: the private-client business is where the system has the biggest leverage.
Heating, sanitary, climate
Heat pumps, PV, storage, bathrooms. Homeowners searching for an energy-efficient renovation.
Electrical & smart home
Wallboxes, PV, smart living. Projects that start with a Google search and end with a visit.
Metal, windows, facades
Windows, doors, facades and sun protection from a single source for discerning private clients.
Interior & finishing
Painters, carpenters, tilers, kitchen studios. Visual trades where imagery and reviews sell.
Marketing & website 100 % on private clients. Positioning, landing pages, AI check (renovation vs. new build), Google Search for local terms, review funnel. The goal: grow the private-client share in a plannable way, measured by inquiries, quotes and orders that demonstrably originate from the system.
06 · Project case 01 · MD Wärmekonzept, Bochum
16 days. One digital sales system.
Heat pumps, photovoltaics and storage in the central Ruhr area. From positioning and corporate design through website and AI assessment tool to tracking, Google Ads and a measurable sales, data and visibility architecture. Built Aug 5 to Aug 20, 2026.
16
days of build-up
Aug 5 → Aug 20, 2026
15
pages live
incl. knowledge hub + 3 articles
9.665
lines of code
webroot + engine
20
database tables
CRM-ready schema
6
API endpoints
lead, contact, event, health
25
expert documents
2,089 lines of documentation
Source: Project case 01, as of Aug 24, 2026. Deliberately honest: success figures are only stated once they are reliably measured.
07 · The difference · AI in the sales process
A contact form became consulting.
Sales begins before the first phone call. Example MD WärmeCheck®: an assessment tool that understands what the individual house needs, before anyone picks up the phone.
The industry standard
- Website → contact form
- “Please call me back.”
- First call with no prior knowledge
- Site visit just to collect data
With the Sales Engine
Website → AI check → building data, needs, project maturity → qualified lead → consulting at eye level
Output per lead: score, archetype, heating-load range, PV sizing, storage size, subsidy indication, recommendation. Structured in the CRM before the consultant calls.
30
questions in the canon
17 conditional, ~24 asked
5
chapters
building → tech → consumption → person → goal
4
path modes
Quick · Options · In depth · Numbers
08 · First measured results · MD Wärmekonzept, Aug 13–26, 2026
After two weeks: visible, fast, first conversions.
Google Ads · Search
9,4 %
click-through rate
search campaign, local heat-pump terms
0,36 €
avg. CPC account-wide
5,007 impressions · 234 clicks
Website · GA4
248
sessions
121 active users, 496 page views
37
conversions
lead_submitted et al.
Organic · GSC
12,9 %
avg. CTR
very good for a brand-new domain
147
impressions
19 clicks, avg. position 35.6
Performance · CWV
99
score desktop
13 of 15 pages: 100/100
96
score mobile
14 of 15 in the green
Source: Google Ads, GA4, Search Console, Lighthouse (Aug 25, 2026). GDPR-compliant GA4 only counts consenting visitors; real figures are higher. CTR ≠ lead quality; scaling only starts once cost per lead is proven.
09 · Why AI · Production speed
8–12 weeks become 11 days.
What an agency delivers in 8–12 weeks stands in 11 days with an AI-powered workflow.
Working days to go-live
- Classic agency (min.)40 days
- Classic agency (max.)60 days
- Sales Engine with AI11 days
Parallel instead of sequential
Strategy, content, design, development, analysis and QA run in short loops, not as a relay race.
Humans make the decisions
AI replaces neither strategy nor experience nor responsibility. Technical logic, calculations, legal wording: decided by a human.
Built on design tokens
Colours, spacing and typography live in one place. Changes take minutes instead of days.
Every question becomes content
Customer questions become expert articles and findability, and lead back into the AI check.
10 · Value created · Replacement cost at market rates
€64,000–70,000 of market value in two weeks.
564 hours of agency equivalent. What a German agency team would have to charge for the same result:
Replacement value in €
- Conservative · €95/h50,400 €
- Realistic · €120/h67,700 €
- Premium · €145/h81,800 €
Cross-check via package prices
- €12–22k
- Website
- €15–35k
- AI assessment tool
- €6–12k
- Corporate design
- €6–12k
- Lead backend & CRM schema
- €8.3–15.4k
- Campaign creatives
- €7.5–13k
- Expert copy + SEO foundation
Calculated replacement value at market prices. The economic value only materialises through use, and that is exactly what our pricing model is built on.
Project case 02 · Razelet, Bavaria
Our own brand: built with AI in 10 days.
We use what we sell. Razelet, a sports-jewellery brand from the Bavarian Alpine foothills, went from idea to live shop, first sales and own app with the same AI-powered workflow.
Day 5
online shop live
brand, story, range, checkout
Day 6
~150 pre-orders
marketing via WhatsApp status only
Day 10
own app live
app.razelet.com, web app
48 p.
CI playbook
logo, colour, type, applications
Status as of October 2026. Razelet and RAZELET Communications are brands of Henco2 GmbH, Rohrdorf; Razelet serves as the live reference for brand building, shop, app and campaigns.
Visit the Razelet shop11 · Scope of services
Everything included. From the first click to the fifth review.
Website & brand
- Positioning, target groups, region
- Corporate design, imagery, style guide
- Mobile-first website, Schema.org, local SEO
- Landing pages per campaign, GDPR consent
- Google Business profile, AI search (llms.txt)
Backend & CRM
- AI assessment tool for lead qualification
- Lead backend with CRM data model
- Pipeline: new → quote → won/lost
- Email system (DKIM/SPF/DMARC), signature
- Tracking: GA4, GTM, Ads conversions
Digital processes
- Follow-up within minutes, automated
- Appointment booking, reminders, nurture flows
- Google Ads search acquisition incl. optimisation
- Review funnel after project completion
- Existing-customer reactivation (service, offers)
No tool zoo: website, backend, CRM and automations run in one system, operated, measured and continuously optimised by RAZELET Communications.
12 · The model · Two paths, one principle
We earn when you earn.
The full scope of services, identical in both options. The share applies only to revenue the system demonstrably generates. You only choose how to finance the setup.
Option A
Setup-focused
€10,000
one-time, for setup & build
2.5%
of system revenue, ongoing
Pays off from roughly €200,000 of system revenue, for companies that want to keep the share low.
Option B
Entry-focused
€5,000
one-time, for setup & build
5%
of system revenue, ongoing
For companies that want to start with a low commitment and let the system prove itself first.
System revenue = exclusively revenue from orders that demonstrably originate from the system (inquiry → CRM → order). Your existing business remains completely untouched. All prices net of VAT; monthly settlement; ad budget (e.g. Google Ads) is borne by the company.
13 · Why this model
No agency fee for hours. A share in the outcome.
01
Aligned incentives
Our earnings depend on system revenue, only on orders the system generates. Not a cent on your existing business. So we optimise for inquiries, quotes and orders.
02
Market value vs. entry price
A comparable system costs €64,000–70,000 net on the market. The setup is €5,000 or €10,000. The rest is a revenue share, only on success.
03
Measure before we scale
Tracking → search intent → lead quality → cost per lead → closing quality. Budget is only increased once the numbers justify it.
04
Ongoing operation included
Optimisation, campaign management, content growth and reporting are part of the model. No renegotiating, no timesheets.
An honest note: we do not promise result figures before they are measured. We promise the system, the speed and the measurability, and that we pull in the same direction.
14 · Roadmap
90 days in three stages. Live in 16 days.
Days 1–16
Foundation
- Strategy, positioning, corporate design
- Website, AI check, backend & CRM
- Tracking, Google Business, email system
- Go-live + first search campaign
Days 17–45
Validate
- Verify conversion measurement
- First leads, lead quality, cost per lead
- Sharpen keyword / negative system
- Content pipeline, first reference projects
Days 46–90
Scale
- Align budget with proven cost per lead
- Review funnel & reactivation active
- Meta / social, retargeting
- Regional expansion, automation
Google Ads is deliberately not scaled prematurely. Validate first: tracking → search intent → lead quality → CPL → closing quality.
Next step
You choose the path. We build the rest.
- 1Choose option A or B
- 2Kick-off: positioning, target group, region
- 3Day 16: your system is live
We do not build individual marketing measures. We build systems in which strategy, brand, technology, visibility, sales and data work together.
RAZELET Communications is a brand of Henco2 GmbH · Sebastian-Tiefenthaler-Str. 14 · 83101 Rohrdorf, Germany