• Multi-entity portfolio of four operating companies based in the St. Louis metro area
• AB Traffic Solutions — Traffic control, equipment rental, and safety products (B2B, national)
• AB SignWorks — Custom sign fabrication and productized sign ordering (B2B + B2C)
• Above & Below Plumbing — Residential and commercial plumbing services (regional lead-gen)
• Above & Below Contracting — General contracting and infrastructure services (credibility presence)
• AB Companies — Corporate umbrella and portfolio brand (parent entity site)
• Approximately 150 employees across all entities
• Owners: Tim Holloway and Jared Wehner

We are looking for a long-term digital partner who can serve the full portfolio — not just one entity. All five entities need to be represented in scope.

We require five website builds. All must be included in the proposal. Platform must be client-owned (WordPress or equivalent open-source — not a proprietary CMS).

• Establish national credibility in the traffic safety and control industry
• Compete with established national operators
• Convert high-intent visitors into quote requests and online orders

• Full e-commerce capability — online ordering and product catalog

• Configurable product options: size, type, quantity, sheeting, substrate
• Dynamic and tiered pricing engine
• Municipal and bulk quote request functionality
• SKU capacity to be defined and agreed in writing before signing

• Industry segmentation pages: Municipal, DOT, Construction, Events
• National SEO architecture — not local only
• Conversion-first homepage with clear CTAs and quote request forms
• Case studies / project gallery template
• Compliance and resource hub
• GA4 + key conversion event tracking
• Basic on-page SEO hygiene at launch

• Adding, editing, and removing products and SKUs
• Managing configurable product options and pricing rules
• Processing and managing orders end-to-end
• Running promotions and discount codes
• Pulling sales and performance reports
• Adding case studies and page edits without vendor involvement
• Vendor must provide written documentation / user guide at handoff

• QA + mobile testing + post-launch checklist

• Scalable online store with clean buying experience and full order management
• Enable direct online revenue from sign products

• Shopify or WooCommerce store — platform to be confirmed at kickoff
• Configurable and dynamic pricing by material, quantity, color, size
• Product page templates and collection architecture
• Checkout configuration: payments, taxes, shipping rules
• Order confirmation and notification emails
• SKU count and catalog scope to be defined and agreed in writing before signing
• GA4 e-commerce tracking and purchase event configuration

• Adding, editing, and removing products, collections, and SKUs
• Managing configurable product options, materials, sizes, and pricing rules
• Processing, tracking, and fulfilling orders without vendor involvement
• Setting up and managing promotions, discount codes, and seasonal pricing
• Managing shipping rules and tax configurations
• Pulling order history, revenue reports, and customer data
• Vendor must provide written documentation / user guide and recorded training sessions at handoff

• QA + mobile testing + post-launch checklist

• Drive phone calls and booked jobs from local and regional search

• Call-first responsive design (especially mobile)
• Service lineup and service area pages
• Lead capture: click-to-call, quote form, optional scheduling embed
• GA4 + conversion event tracking; optional call tracking integration
• Local SEO hygiene at launch
• Admin training — service edits, promos, review workflow

• Establish professional web presence to support legitimacy and perceived value

• 4–6 page presence site: Home, Services, About, Projects/Gallery, Contact, Careers
• Clean, professional design aligned to AB portfolio brand standards
• Responsive design + basic SEO hygiene
• GA4 installed
• Admin training - basic edits

• Establish the parent corporate brand and tie the portfolio together
• Present AB Companies as a credible multi-entity organization to clients, partners, and talent

• Corporate homepage with portfolio overview and entity navigation
• Leadership / about page
• Portfolio entity cards linking to individual company sites
• Careers / culture page
• Contact
• Responsive design aligned to portfolio brand standards
• GA4 installed

• Client retains full ownership of all websites, content, and creative assets
• No proprietary CMS lock-in — WordPress or equivalent open-source platform required
• Defined revision rounds to be stated in SOW before signing
• Build milestones and go-live dates to be defined in SOW
• Hosting solution to be confirmed — client must retain control of hosting account
• SSL, daily backups, uptime monitoring, and security hardening included

• Week 1 — Kickoff, access collection, requirements capture
• Weeks 1–2 — Sitemaps, page outlines, content strategy
• Weeks 2–5 — Design concept, revisions, client approval
• Weeks 4–9 — Development and content implementation (timeline may extend based on SKU count)
• Weeks 9–11 — Tracking setup, QA, pre-launch checklist
• Weeks 11–12 — Launch, admin training, post-launch performance check

Target portfolio completion: 10–12 weeks from signed contract and access collection

• National SEO architecture — not local only
• Keyword strategy targeting national B2B and government search intent
• Industry and segment-specific landing pages (Municipal, DOT, Construction, Events)
• SEO-optimized blog content — minimum one post per month per entity
• Technical SEO foundation: indexability, metadata, schema, internal links, site speed
• Monthly performance reporting and optimization

• Local keyword strategy — minimum 5 targeted keywords
• Google Business Profile optimization (7x7 grid, 49 pinpoints)
• Citation management — minimum 50 directory submissions + 3 data aggregators
• Monthly GBP posting — minimum 4 posts per month
• Google review management — responses to 4 and 5 star reviews
• Monthly performance tracking and reporting

• Optimized metadata and page titles
• Proper sitemap creation and submission
• Optimized code for site speed
• Internal linking structure

• Campaign management for AB Traffic Solutions, AB SignWorks, and AB Plumbing
• Minimum 4 targeted campaigns per quarter per entity
• Audience strategy: primary, human-made, and AI lookalike audiences
• Dynamic creative testing — multiple ad variations tested simultaneously
• Custom graphics — minimum 13 per quarter per entity
• Retargeting infrastructure — website visitor retargeting for minimum 5 pages
• 1st party data collection and audience building
• Weekly ad management and budget reallocation
• Quarterly reporting on leads, purchases, phone calls, and web sessions

• LinkedIn page management for AB Traffic Solutions, AB SignWorks, and AB Contracting
• Page creation if not currently active
• Content strategy aligned to B2B, government, municipal, and contractor audiences
• LinkedIn advertising campaign management
• Note: LinkedIn is required for our DOT, municipal, contractor and government contract relationships

• Google Ads management for AB Traffic Solutions, AB SignWorks, and AB Plumbing
• Keyword volume research and competition analysis
• Minimum 3 ad groups per entity with 6 copy-based ads per group
• Responsive search ads included
• Monthly optimization and budget management
• Monthly reporting and sprint meetings

Both integrations listed below are anticipated within the first 90 days. Vendors should be prepared to scope both.

All pricing must be fully itemized. We will not accept bundled or opaque fee structures. Each line item must be a standalone cost that can be independently evaluated.

Payment structure options: (A) Upfront payment — 5% discount ($49,875), (B) 12-month amortization at $4,375/mo added to monthly management. Vendor recommends Option B for cash-flow flexibility.

Static costs are fixed management fees paid to the vendor regardless of ad performance. These must be fully itemized. We will not accept bundled pricing.

Dynamic costs are platform ad spend budgets paid directly by AB Companies to Facebook, Instagram, Google, LinkedIn, etc. These are not vendor fees. These are pass-through media costs. We do not mark up ad spend.

Note: Year 1 static monthly management total of $135,000 excludes build amortization ($52,500) to avoid double-counting. If amortization is selected (Option B), the monthly payment is $15,625/mo (includes $4,375 amortization), and the build line becomes $0.

Year 2 should represent a material decrease. Build is paid off. Maintenance replaces development. Monthly management reflects pure service delivery.

Year 2 represents a $70,500 annual decrease from Year 1 ($277,500 → $207,000), reflecting the completed build investment. Management fees decrease across SEO, paid media, and LinkedIn as systems mature and require less foundational work.

We expect the following terms to be addressed in any proposal. These are not optional.

• Full client ownership of all websites, content, creative assets, and data upon contract execution or termination
• No proprietary platform lock-in — all sites must be portable
• Defined build milestones and go-live dates stated in the SOW
• Defined revision rounds for design and content phases
• Defined SKU ceilings with overage pricing clearly stated before signing

• Contract term of 12 months — we will not commit to terms exceeding 12 months without compelling justification
• Cancellation terms to be fair and reasonable — 50% of remaining fees is not acceptable
• Auto-renewal requires 60-day written opt-out notice minimum — not 30 days
• No collections language for communication delays — reasonable dispute resolution process required
• All verbal and email commitments to be memorialized in the signed SOW before execution
• Full itemized pricing — no bundled or obscured line items
• Ad spend minimums, if any, to be disclosed before contract execution — not embedded in SOW
• Payment by ACH or check — no credit card surcharges
• Quarterly strategic reviews included at no additional cost

We expect the vendor to operate with a performance mindset. Every dollar spent must be traceable. Vanity metrics (impressions, reach, followers) are secondary. We evaluate performance on cost per lead, cost per acquisition, and revenue attributed to marketing.

• Revenue attribution by channel and entity
• Cost per lead and cost per acquisition tracking
• 60-day formal reporting cadence (minimum)
• Daily dashboard access for AB team — real-time data
• Quarterly business reviews (QBRs) with strategic recommendations