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Before / After · Case Study

DJ Jackie J — bland WordPress to orchestrated revenue stream

  • Local Pro Services

Took over a 12-year wedding & event DJ's online presence — a half-built WordPress site, three Instagram handles she manually managed, inquiries that took 24+ hours to answer. Shipped a real marketing site, wired SMS opt-ins for repeat-booking, and stood up an agent backbone that posts ads, scrapes local OC event listings, and pushes inquiries to her phone the moment they land — so her brand keeps working while she's asleep.

“Jackie's brand should earn while she sleeps — without ever taking her voice out of the booth.”
Live site → jackiej.events↗Legacy → djjackiej.com↗Agent dashboard → dashboard.jackiej.events↗
🔒https://jackiej.events
jackiej.events — modern site

Receipts — measured

Numbers that moved.

32/100
Lighthouse · mobile
was 32/100
1600ms
Time-to-first-byte (p75)
was 1600ms
24.0min
Inquiry → notification
was 24.0min
0 events/yr
5★ proof preserved
was 0 events/yr
  • 5★ across The Knot / WeddingWire / Thumbtack preserved through cutover
  • Inquiry → notification latency: 24h → <30s (push)
  • Bid submission flow: manual → draft-for-review agent
  • Live event-vendor scraping across OC public listings
  • Admin sign-in: password form → Google OAuth one-click + magic-link SSO
  • /admin/edit visual editor (Puck) — 15 blocks, draft/published versioning per page
  • Dashboard chatbot: one-shot reply → 8-tool Anthropic orchestrator, confirm-required sends
  • Slack #jackie-j-events polled every 5 min → triage queue → typed action executors

The pixel diff

Overview, then the walkthrough.

Left: everything the legacy site shipped — frozen in place. Right: an auto-scrolling tour of the rebuild, from hero to booking. No slider to fight with.

Before — the overview
🔒https://djjackiej.com
Before — the overview

This is everything the legacy site had to offer above the fold. No pricing, no calendar, no booking — the funnel ended at a mailto.

After — scroll through what shipped
🔒https://jackiej.events
After — scroll through what shipped

Auto-scrolls through the modern site so you can see the booking surface, the package grid, the pricing table, and the calendar inline — without leaving this page.

Tap a pin. The story is in the pixels.

Before — what was broken
🔒https://djjackiej.com
Before
After — what shipped
🔒https://jackiej.events
After

The four beats

Problem · Insight · Build · Outcome.

Scroll past the legacy frame. The four beats land in order. At the end, the modern site fades into the same window.

🔒https://djjackiej.com
Legacy
01 · Problem

An under-construction WordPress site greeting every visitor for 14+ months.

Jackie's old site had been promising a relaunch since early 2024. Visitors landed on a half-rendered hero, three placeholder boxes, and an 'under construction' banner. No pricing, no calendar, no way to book.

02 · Insight

Her brand is the booth, but her funnel was her phone.

Every inquiry routed through email → maybe-checked → maybe-answered next day. The brand was strong (5★ across The Knot / WeddingWire / Thumbtack) but the funnel leaked any lead that needed an answer in under 24 hours.

03 · Build

Real marketing site + an agent backbone that works while she sleeps.

Shipped jackiej.events on Next.js + Tailwind. Wired Twilio SMS opt-in for repeat-booking nudges. Stood up the OpenClaw Haiku agent to scrape OC vendor pages every 5 min and draft tailored applications for one-tap approval. Push notifications fire to Jackie's phone the moment a bid lands.

04 · Outcome

Inquiry latency cut by 99%. Brand keeps earning between gigs.

Lighthouse mobile 32 → 99. TTFB 1.6s → 180ms. Inquiry → notification 24h → 30s. Every vendor call in OC within 30 miles is now surfaced + drafted within an hour — she wakes up to qualified gigs ready to one-tap submit.

05 · Iteration

The same project keeps growing operator-grade tooling, every push.

After launch it kept shipping: password sign-in hardened into Google OAuth + magic-link SSO, a Puck visual editor wired to Postgres, the dashboard chatbot rebuilt into an 8-tool Anthropic orchestrator, and a Slack-as-frontend triage queue that turns a #jackie-j-events message into a classified, approvable action. One Vercel project, all live.

🔒https://jackiej.events
Modern

Architecture

One chain replaced by another. Receipts above.

Old stack
  • WordPress
  • Elementor
  • WPEngine cache
  • Cloudflare CDN
  • Manual IG posts
  • Email-only inquiry
↓
New stack
  • Next.js 16 + React 19
  • Tailwind 4
  • Drizzle + Neon
  • NextAuth (Google + magic-link)
  • Twilio SMS opt-in + webhook
  • Resend transactional
  • Web Push (VAPID PWA)
  • OpenClaw agent (Haiku)
  • Live tracking (trips + heartbeats)
  • Puck visual editor
  • Slack ingest (Vercel Cron)
  • Triage classifier (Sonnet)

What changed

Grouped by what kind of system shipped.

Each claim ships with concrete evidence — env vars, table names, cadence chips. No marketing fluff.

Design

Real marketing site, mobile-first

Cut the under-construction WordPress and shipped a Next.js + Tailwind site with real sections: pricing, packages, calendar, booking. The Knot / WeddingWire / Thumbtack 5★ proof is on the page. Loads in under a second on a 4G phone.

Before
Single landing page with a hero, three placeholder boxes, and an under-construction banner.
After
Full booking funnel with a public calendar, transparent packages, and direct SMS opt-in.
  • Lighthouse 99/100 mobile (was 32/100 on the WP site)
  • TTFB 1.6s → 180ms p75
  • Real /pricing, /packages, /calendar surfaces (legacy had none)
Retention

SMS opt-in funnel + per-referrer QR codes

Every business card carries a unique /optin?ref=… link backed by a printable QR. Subscribers go through a TCPA-clean double-opt-in and land in Twilio. Repeat clients now get event-day reminders and post-event review nudges — without Jackie tapping a thing.

Before
Repeat clients had to text Jackie's personal cell.
After
Subscribers opt in once; the system handles event reminders + review requests on its own.
  • /optin double-opt-in (YES keyword flips consent to confirmed)
  • Per-card QR tracking — Jackie can see which gig drove which signups
  • Twilio inbound webhook flips STOP/HELP/YES automatically
Agent backbone

SEO agent backbone — posts ads while she sleeps

Python agent on the OpenClaw machine polls every 5 minutes via launchd. Queued tasks flow through Claude Haiku: scour local OC event-vendor pages, draft applications, draft outbound DM replies, refresh Google Business posts. Every outbound is a draft — Jackie approves before anything goes live (her explicit choice).

Before
Jackie scrolled IG hashtags between sets to find vendor calls.
After
Agent surfaces ranked opportunities each morning with pre-drafted applications.
  • 5-min polling cadence, launchd-managed (no Cron drift)
  • Targets: Eventbrite OC vendor calls, Meetup events, IG hashtag scans
  • Draft-for-review — never auto-posts without Jackie's tap
Agent backbone

Auto-applies to be a vendor on scraped OC event pages

Same agent watches public Orange County event-listing surfaces — fairs, weddings expos, local-business mixers — extracts vendor application links, and queues a tailored application for Jackie to one-tap approve. She wakes up to a list of qualified gigs already drafted.

Before
Vendor opportunities slipped past during peak season — too many sites, no time.
After
Every public OC vendor call within 30 miles is surfaced + pre-drafted within an hour.
  • Per-event tailored cover note (uses Jackie's voice, not boilerplate)
  • De-dupes against already-applied events automatically
  • Surfaces in /dashboard with a single Approve → Submit button
Real-time push

Real-time inquiry push (PWA), not email

Every inbound — bid request, calendar question, review reply — fires a Web Push to Jackie's phone via her installed PWA. She taps the notification, the app opens straight to the relevant inbox thread. The old flow was email → maybe-check → maybe-reply-next-day.

Before
Inquiries arrived as email; replies came hours or days later, if at all.
After
Phone buzzes the moment a bid lands; Jackie can reply from the lock screen.
  • VAPID-signed web push (no app store, no FCM key shared upstream)
  • Average inquiry → notification: <30 seconds end-to-end
  • Tap-through deep-links to the exact inbox thread
Design

Puck visual editor wired to Postgres

/admin/edit is a real drag-and-drop editor (Puck) with 15 typed blocks — hero, services, calendar, reviews, the disco-ball accent, the parallax scene, the Instagram embeds row. Edits save as drafts and publish per page; every version is kept in Neon so a change can be rolled back.

Before
Copy changes meant a code edit + redeploy, every time.
After
Jackie (or Brendon) edits the live page visually; drafts publish without touching the repo.
  • 15 Puck blocks in src/puck/config.tsx
  • puck_pages + puck_page_versions tables (draft/published per page)
  • Auth-gated — redirects to /dashboard/sign-in if not an owner
Agent backbone

Tool-using chatbot for Jackie's dashboard

/dashboard/ai runs a real Anthropic tool-use loop (Sonnet, 6-iteration cap) over 8 hard-typed tools — it can search inquiries, pull a full client record, check the calendar for open weekends, draft a reply in Jackie's voice, and send it. Every send needs an explicit confirm and is audit-tagged in the messages table.

Before
Jackie re-read threads and hand-wrote every reply on her phone.
After
She asks for an inquiry in plain English; the bot finds it, drafts the reply, and sends only on her confirm.
  • 8 tools: search_inquiries, get_inquiry, search_clients, draft_message, send_message, queue_long_task, check_calendar, generate_brochure
  • Sends require confirm:true and are tagged ai:chat:<email>
  • Errored tools return is_error so Claude can recover mid-loop
Agent backbone

Slack-as-frontend triage queue

A Vercel Cron polls #jackie-j-events every 5 minutes for /jj or @JACKIEBOT messages and pushes them into a deduped triage queue. An Anthropic classifier sorts each into one of 8 typed actions — swap a hero photo, update text, add an event, queue for research/dev — and a whitelisted few execute straight into the published Puck page; the rest wait for one-tap approval at /admin/queue.

Before
Quick-change requests lived in scattered texts and got lost.
After
A Slack message becomes a classified, approvable action — some apply themselves, the rest are one tap away.
  • triage_queue table with unique (source, source_ref) dedup index
  • 8 typed action kinds → executor framework (swap_hero_photo + update_text write puck_pages.home.published)
  • LIVE_SAFE_WHITELIST gates auto-approval; everything else queues for Brendon
Real-time push

Admin notification tree across 6 sources

The /dashboard sidebar carries an admin-only bell that aggregates six signals — Slack ingest, new inquiries, triage-queue activity, and more — on a 30-second poll, so nothing waits on someone remembering to check a tab.

Before
Status lived in N separate places; you found out when you looked.
After
One bell rolls up every operational signal the moment it lands.
  • 6 aggregated sources, 30s poll, admin-only
  • Surfaces alongside the Web Push path, not in place of it
  • Built on the same Auth.js owner/allowlist role layer

While she sleeps.

Autonomous surfaces

The agent backbone keeps the brand earning between gigs. Jackie approves; the system runs.

  • Polls OC vendor pages every 5 minutes

    every 5 min

    Eventbrite, Meetup, local chamber sites — pulls fresh listings, de-dupes against the applied set.

  • Drafts outbound bids in Jackie's voice

    on each new opportunity

    Claude Haiku composes a tailored cover note per event; routes to /dashboard for one-tap approval.

  • Pushes inbound inquiries to her phone

    real-time

    Web push fires in under 30 seconds when a /contact submission lands or a vendor portal replies.

  • Sends event-day SMS reminders

    scheduled

    Twilio-backed nudge to opt-in subscribers 24h before their event; review request follow-up 72h after.

  • Tracks her live location during wheels-up trips

    30s heartbeat

    Broadcast/consume trip endpoints — clients on the booked event can follow Jackie's drive without sharing her actual phone number.

  • Refreshes Google Business + IG posts on a cadence

    daily draft, weekly post

    Agent rotates featured packages, posts gig recaps, and queues hashtag stacks — Jackie reviews + taps approve.

  • Polls #jackie-j-events for /jj + @mentions

    every 5 min

    Vercel Cron sweeps the Slack channel for change requests, de-dupes them, and drops each into the triage queue.

  • Classifies each triage row with an 8-tool Anthropic loop

    on each new message

    Sonnet sorts the message into one of 8 typed actions — swap hero photo, update text, add event, queue for research/dev, reject, escalate.

  • Auto-executes safe-whitelisted actions, queues the rest

    on classification

    Whitelisted actions write straight into the published Puck page; everything else waits for Brendon's one-tap approval at /admin/queue.

  • Rolls up 6 admin signals into one bell

    30s poll

    The /dashboard notification tree aggregates Slack ingest, new inquiries, triage activity, and more for admin accounts.

← All rebuilds

DJ Jackie J — bland WordPress to orchestrated revenue stream — zsty.us