The system · Will Ray

A contractor demo site that passes a 10-point audit. Tonight.

Everybody's selling AI prompts. A prompt gives you one shot and no way to know if the output is any good. The Loop is different: build, audit against my client checklist, fix, repeat until it passes. The loop refuses to let a broken demo out the door.

Get the Loop, $17 Instant PDF download. Works in Claude, free tier included.

How it works

Step zero, then five steps. Two hours the first time. Ten minutes after that.

00RECON. Ten minutes pulling his real services, his real towns, his real reviews, and his logo. Skip this and you're sending a template, and he can tell in three seconds.
01BUILD. One prompt turns that recon sheet and his logo into a single-file demo site in his own colors.
02AUDIT. Claude grades its own output against my 10-point checklist. Pass or fail. No partial credit.
03FIX. Only what failed gets fixed. Nothing that passed gets touched.
04REPEAT. Until all ten pass. Usually one or two cycles.
05SHIP. Host it, send the message. The passed checklist doubles as your pitch.

The checklist is the part you can't get anywhere else.

Prompts are everywhere. The checklist isn't. It comes from the real contractor sites I run for paying clients, the ones that make their phones ring. Phone above the fold, trade and city where locals actually search, mobile clean at 375px, zero placeholder junk. Ten points, earned the slow way.

When a demo passes all ten, it's ready to send to a real business owner. When it doesn't, the loop tells you exactly what to fix. You don't need to know how to code. You don't need to be a designer. You need to follow the cycle.

"Your demo passed all 10 points of the checklist I hold my paying clients' sites to." That's a pitch nobody else in their inbox is making.

What the audit hands you

Here's a real one, from a first build that looked great.

AUDIT · concrete contractor · cycle 1 7 PASS · 3 FAIL

01PASSTap-to-call number sits above the fold.

02PASSOne CTA, "Get a Free Quote," repeated three times.

03FAILH1 reads "Built To Last." No trade, no city. Title tag is just the business name.

04PASSSix services, one line each, no jargon.

05PASSReview block present, placeholders clearly bracketed. Nothing fabricated.

06PASSService area names the city plus eight surrounding towns.

07FAILTrust-badge row overflows at 375px. Horizontal scroll on phones.

08PASSSingle file, no frameworks, images stubbed.

09PASSReads as a concrete contractor, not a template. Colors pulled from his logo.

10FAILOne service card still says "[short description here]".

That build looked finished on a laptop. It would have gotten deleted on a phone. Three fails is what almost every first build hits, and 3, 7 and 10 are the usual three. The fix prompt repairs only those. Run the audit again, get ten for ten, then send it.

What you get

The whole loop, ready to run.

The recon method

Where his real services, towns, reviews and credentials are hiding, the sheet to pull them into, and a prompt that reads his whole online presence for you. This is the difference between a demo he recognizes and a template he closes in three seconds.

The logo fix

How to find his logo, strip the background off it, and get it under 40KB so the demo carries his real colors. Half these guys have a blurry logo in a white box. Cleaning it up gives you a second thing to say in the message.

The build prompt

Turns the recon sheet and the logo into a premium single-file demo. The first build for a trade becomes your template for every other contractor in it.

The audit prompt + the 10-point checklist

The moat. Claude grades its own work against the standard my client sites are held to. Pass or fail, no partial credit.

The fix prompt

Fixes only what failed, so the AI can't "improve" the things that already passed into a broken mess.

The swap procedure

Contractor #2 through #200. Swap the inputs, rerun the loop. About ten minutes each.

A worked example

A real first pass through the loop, including the three fails almost every first build hits, so you know what to expect.

Where it goes when he says yes

The chapter on what a one-page demo turns into: the services and towns grid, why you build one template and a data file instead of a hundred pages, and what makes a town page real instead of filler. Know what you are selling before you are standing in front of it.

Who this is for.

01You read Build First and stalled at "build the demo." This is that step, mechanized.
02You've prompted AI into a site before and couldn't tell if it was good enough to send.
03You want to pitch contractors this week, not after a design course.

Not for you if:

×You already build client sites and have your own quality bar. You don't need mine.
×You want the whole business system. That's the book. This is one step of it, done right.

Why $17?

The checklist took me two years of paying clients to earn. You're not paying for the prompts, you can find prompts free all day. You're paying for the standard that tells you when the output is safe to put in front of a business owner.

One demo that passes is one message you can send. One yes off that message is a $250 job on the low end. The math isn't complicated.

Get it now

The Demo Site Loop. $17.

The recon method, the logo fix, the build prompt, the audit checklist, the fix prompt, the swap procedure, a worked example, and the chapter on what the demo turns into when he says yes. Everything runs in Claude, free tier included.

Get Instant Access, $17

Instant PDF download. Questions? Email will@heywillray.com.

The rest of the system

The Loop builds the demo. The book turns it into $500.

This page is one step, done right. Build First is the whole 14-day plan around it: who to pick, what to send, what to charge, what to do after the yes.

See Build First, $27