// services

Own it. Modernize it.
Improve it.

One team for the entire marketing website. We take ownership of the platform, rebuild what is holding you back, and keep improving what drives pipeline.

01

Strategic ownership

Senior advisory and fractional leadership for companies that need someone to own the web platform, roadmap, KPIs, vendors, and cross-functional alignment.

Fractional Head of Web

Ongoing web-platform leadership for companies that need senior ownership without a full-time hire.

  • → Website roadmap ownership
  • → Cross-functional marketing, design, and engineering alignment
  • → Vendor and agency management
  • → KPI framework and executive reporting
  • → Team mentoring and hiring guidance

Best for: B2B SaaS companies that need senior web leadership across strategy, execution, systems, and outcomes.

Marketing Engineering Advisory

Strategic guidance on the systems, platforms, workflows, and AI capabilities that power modern marketing organizations.

  • → Marketing systems strategy
  • → AI adoption roadmap
  • → Platform and tooling recommendations
  • → Workflow and operating model design
  • → Executive advisory and decision frameworks

Best for: Marketing leaders who need a senior technical partner to modernize how their team operates.

02

Platform modernization

Major initiatives that modernize how a marketing website is built, managed, published, and scaled in the AI era.

AI-Native Website Rebuild

End-to-end modernization of a marketing website for the AI era: fast, credible, structured, measurable, and discoverable by humans and AI systems.

  • → Site architecture and rebuild strategy
  • → Design-system and component-based implementation
  • → LLM-ready structure and schema
  • → Performance, accessibility, and mobile-first standards
  • → Analytics and conversion instrumentation at launch

Best for: B2B SaaS companies rebranding, repositioning, or replatforming their primary marketing site.

CMS Architecture & Content Operations

Content models, authoring workflows, governance, and migration strategy so marketing teams can publish faster and scale with less friction.

  • → Content model and taxonomy design
  • → Authoring workflow blueprint
  • → CMS selection and architecture guidance
  • → Migration planning and oversight
  • → Governance for authors, developers, and marketers

Best for: Companies migrating, scaling, or cleaning up complex content operations.

Design System & Component Library

A reusable component and template system that enables teams to ship faster, stay on brand, and reduce one-off page production.

  • → Component library and page templates
  • → Design tokens
  • → Brand and UI documentation
  • → Author and developer governance
  • → AI-assisted design-to-code workflow

Best for: Teams shipping inconsistent marketing pages slowly across campaigns, launches, and content programs.

03

Continuous improvement

Focused programs that improve visibility, conversion, content velocity, automation, and operational performance.

Web Platform Audit & Roadmap

A full diagnostic of the current website across brand, content, systems, and business outcomes, delivered as a prioritized roadmap.

  • → Technical and content audit
  • → Core Web Vitals and performance scorecard
  • → SEO, AEO, and information architecture review
  • → CMS and workflow complexity analysis
  • → Prioritized roadmap tied to business goals

Best for: Teams with a website that needs clearer priorities across trust, authority, speed, and growth.

AI-Powered Content Operations

AI-assisted workflows that compress content creation, structure content for discoverability, and reduce manual production work.

  • → AI-assisted content creation workflows
  • → Doc-to-CMS content ingestion
  • → Draft-to-publish automation
  • → SEO, AEO, and GEO embedded into workflows
  • → Human review and governance model

Best for: Marketing teams bottlenecked by slow content production and manual publishing workflows.

GEO / AEO & Technical SEO

Make a website more discoverable and trustworthy across traditional search, AI answer engines, and generative search experiences.

  • → Technical SEO audit and fixes
  • → Schema and structured-data strategy
  • → AEO and GEO content structure
  • → LLM-readiness review
  • → Search visibility and share-of-voice tracking

Best for: B2B SaaS companies that need to protect and grow visibility as buyers shift toward AI search.

Conversion Optimization Program

A disciplined experimentation program that turns the website into a measurable revenue instrument.

  • → Testing roadmap
  • → Landing-page optimization
  • → Funnel and drop-off analysis
  • → A/B and multivariate testing setup
  • → Conversion, velocity, and pipeline reporting

Best for: Marketing teams that already have traffic but need more leads, meetings, pipeline, and revenue from the website.

Revenue Operations Automation

AI and workflow systems that classify, route, filter, and operationalize inbound demand so teams can respond faster with less manual work.

  • → Inbound classification and routing
  • → Spam and low-quality lead filtering
  • → CRM and marketing-platform workflow automation
  • → Human handoff and monitoring design
  • → Operational reporting and QA

Best for: Marketing and RevOps teams drowning in manual inbound triage and repetitive operational work.

// consulting.herrerake.com

Build brave web.

Taking on a small number of founding clients now. Tell us what you are shipping and when, and we will tell you exactly what we would build and what it costs.

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