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Inside our toolkit

Good tools. Clear purpose. Connected work.

A look at the software, services, and everyday setup behind Business Optimizer. From building websites to keeping conversations moving, every tool has a place in the work.

Let’s talk about your business Or contact us directly
Scott KelleyLelix Hernandez

Real people. Easy to talk to.

Get to know the team behind the work

Made for the way we work

Our own tools.
Your work, connected.

We combine established platforms with tools shaped around our development workflow and the businesses we support.

Business Optimizer proprietary plugin

Optimizer Dash

Our proprietary WordPress plugin, built to make development more efficient. It’s part of how we organize the work behind client websites.

Explore our website work ↗
Our branded CRM platform

OptimizerCRM

Our branded version of GoHighLevel. We use it to manage our clients, and some clients use it to manage their own work. We help shape the setup around the way their business operates.

Explore CRM & lead follow-up ↗

A practical resource shelf

Explore the toolkit.

Tools we use across client work and our own business. Each project gets a setup suited to its scope; the personal gear below is a peek behind the scenes.

77 resources in the directory

CRM, email & automation

Software that helps connect inquiries, conversations, and follow-up.

AWeber

Newsletters, email marketing, and automated email follow-up.

Visit AWeber ↗

Zapier

Automation that connects tools and reduces repetitive handoffs.

Visit Zapier ↗

Clearbit for LiveChat

Company context alongside website chat conversations.

Calendly

The calendar we use for strategy calls and presentations with Justin.

Visit Calendly ↗

Elfsight

Website widgets, including the contact form and reviews on this site.

Visit Elfsight ↗

Design, content & creative assets

Tools for clear visuals, useful content, and consistent presentation.

Canva

Design tools for visual content and business materials.

Visit Canva ↗

ChatGPT

AI assistance for working through ideas, drafts, and everyday questions.

Visit ChatGPT ↗

Web development, hosting & domains

The building and publishing tools behind websites and digital systems.

Vercel

Hosting and deployment for this Business Optimizer website.

Visit Vercel ↗

Astro

The framework used to build this Business Optimizer website.

Visit Astro ↗

Planning, collaboration & productivity

Tools that keep people, project work, and everyday communication connected.

Change Layer

Part of our broader business toolkit.

Business operations & security

The services and tools supporting the business behind the client work.

Precision Tax

A tax service in our business operations toolkit.

The desk & work setup

Equipment and everyday essentials that support focused work, at the desk and on the road.

Start with the business

A stack that fits
the work you do.

We connect tools around the customer journey: find you, understand your services, make contact, and receive useful follow-up.

Get found & make the case

Web design, SEO, AI search foundations, graphic design, and advertising need clear business information and useful project content.

Explore your services ↗

Keep the relationship moving

Social media, newsletters, forms, and CRM follow-up should connect with the people and processes already in your business.

Plan your lead follow-up ↗

Measure something useful

Choose reporting around your actual inquiries, customer journey, and agreed scope. Software is only useful when someone can make a decision from it.

Talk through your toolkit ↗

A useful place
to start learning.

These independent guides are learning resources, rather than claims of partnership, certification, or software subscriptions.

Our contractor website checklistReview your next step ↗Moz’s Beginner’s Guide to SEOExplore the fundamentals ↗Google: AI features & your websiteRead the official guidance ↗

Hear it from the people we work with

Real experiences.
In their own words.

Explore feedback from across our review platforms, then see the websites and people behind the work.

Reviews are provided through our connected review platforms. Explore the work behind the reviews ↗

Make the next move simple

Tell us what
you’re building.

Share your website, services, and the jobs you want more of. We’ll talk through a practical starting point.

Schedule a presentation ↗Or call (707) 216-2333 ↗

Prefer a direct conversation? Email Justin or choose a time.