The tools behind the work
The old version of this page listed 57 tools. Nobody runs 57 tools well, us included. This is the list of what's actually in use, on client work or on this site, and why each one earned its spot.
Previously 57 tools. Now 21 actually in use.
Across client work and this site. The list below is the whole list.
Last reviewed . AI tools change monthly, so this list gets checked on a schedule. If something here looks stale, tell us.
How a tool gets on this list
It's already doing real work.
Nothing is listed because it's popular. If it isn't running in client work or on this site today, it isn't here.
A person checks the output.
AI drafts, sorts, and flags. A human reviews it before it reaches you or your customers.
Sensitive files can stay local.
For documents that shouldn't leave the building, there's a local processing option that never sends them to a third-party cloud service.
You aren't locked in.
AI models and agents
We use more than one model on purpose. Research gets run through several of them and cross-checked before anything is drafted, because two models agreeing is worth more than one sounding confident.
5 tools
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Our own agents
Built and run in-house on our own server, not rented from a third-party agent platform. They handle multi-step work and send each task to the model best suited for it, with a person reviewing what comes out.
See custom AI tools -
Claude (Anthropic)
Long documents, careful drafting, and the final pass that pulls research together. Claude Code also helps build and fix site code, and every change still gets reviewed.
See custom AI tools -
ChatGPT (OpenAI)
Research cross-checks and graphics that need exact text in them.
See AI consulting -
Gemini (Google)
Research cross-checks, and a natural fit for businesses already on Google Workspace.
See AI consulting -
Perplexity
Current web research with sources attached, so claims can be checked.
See AI search visibility
Websites and hosting
The right site is the one you can keep running. Sometimes that's WordPress, sometimes it's something lighter that doesn't need weekly plugin updates.
7 tools
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WordPress and WooCommerce
Sites and stores your staff wants to edit themselves.
See web design -
Python and Flask
Custom sites and tools, this one included.
See custom software -
Static sites
Small sites that don't need a content system, which means less to update and less to break.
See Old Website Rescue -
DigitalOcean and Hetzner
Managed hosting on private servers, with daily offsite backups, tested restores, and a monthly uptime report.
See hosting -
Cloudflare
DNS, security, spam protection on contact forms, and privacy-friendly traffic stats.
See hosting -
BunnyCDN
Delivering images and files fast.
See hosting -
Resend
Making sure contact form messages actually land in your inbox.
See web design
Documents and office
Most businesses already pay for an office suite. The first job is usually getting more out of it, not adding something new.
3 tools
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Microsoft 365 and SharePoint
Document filing, migrations into SharePoint, and automation inside the tools your office already uses.
See automation -
Google Workspace
Working inside Gmail, Drive, Docs, and Sheets when that's where your business lives.
See automation -
Document reading (OCR)
Turning scanned records into searchable, sortable files, with a local option for anything confidential.
See document intelligence
Search, ads, and measurement
If it can't be measured, it's a guess with a budget.
6 tools
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Google Analytics 4 and Tag Manager
Tracking what visitors do and which ads bring in calls, loaded only with consent.
See data and analytics -
Microsoft Clarity
Seeing where visitors get stuck on a page, also consent-gated.
See data and analytics -
Google Search Console
Checking how Google sees your site and fixing what it flags.
See local SEO -
Google Business Profile
Your listing on Google Maps and in local search.
See local SEO -
Meta Ads
Facebook and Instagram campaigns, measured against real leads.
See digital services -
Beehiiv
Email newsletters, including ours.
Read From the Lab
What you won't find here
A chatbot bubble on this site. If you have a question, call or text (423) 967-5584.
Not sure which of these you need?
Usually fewer than you'd think. The first 15 minutes are free, and sometimes the answer is to keep what you already have.