EAST COAST SAUNAS

Confidential · Prepared June 2026

East Coast Saunas
Digital Audit &
Growth Roadmap

A comprehensive audit of eastcoastsaunas.com covering tech stack, platform migration, SEO, backlink profile, social media, lead generation, and a full suite of retainer-based growth services.

WordPress Migration: $2,500 one-time

Hosting: $100/mo

SEO: Zero keyword rankings — high urgency

5 backlinks — thin authority profile

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Current Platform Inventory — What's Running & What's Costing You

You're Paying for
Platforms You
Don't Need.

Shopify

Confirmed active. Shopify checkout API token and CDN links found in live source. East Coast Saunas is a custom project and service business — not a catalog e-commerce store. Shopify's per-transaction fees, locked templates, and predatory plugin ecosystem are a poor fit and an unnecessary overhead.

Klaviyo

Great choice. Keep it. Best-in-class email marketing automation for lead nurture sequences, post-consultation follow-ups, and physical mail triggers. No change needed.

Calendly

Replace with Google Calendar. Calendly charges $8–$16/mo for features that are 100% free natively in Google Calendar (booking pages, buffer times, team scheduling). Direct Google Calendar integration = one less platform, zero cost, full data ownership.

Slack

Keep it. Excellent for internal team communication and project organization. No change recommended.

Cloudflare CDN

Retain. Currently serving as Shopify's CDN layer. On WordPress, Cloudflare stays and delivers even better performance — with the added benefit of being your domain registrar too, eliminating Tucows/registrar as a separate vendor.

Tucows (Registrar)

Migrate to Cloudflare Registrar. Cloudflare offers domain registration at cost (no markup). Moving eastcoastsaunas.com to Cloudflare consolidates DNS, CDN, and registrar into one dashboard — one less vendor to manage.

Estimated Monthly Bleed (Current)

Shopify (Basic+) $39–$105/mo

Shopify App Plugins $30–$150/mo

Calendly (Teams) $16/mo

Tucows Registrar ~$2/mo

After WP Migration $100/mo

Security Note

Shopify's closed ecosystem means your data, design, and functionality are at the mercy of third-party developers and Shopify's pricing decisions. WordPress is open-source — you own everything, including your customer data and code.

Treatment Plan — From Shopify Dependency to Full Ownership

The Migration Plan:
1-for-1 Rebuild,
Full Control.

$2,500

One-Time Migration
1-for-1 Rebuild

$100

Per Month
Managed Hosting

"The $1,000 audit fee is waived — you're getting the diagnosis and the solution delivered together. The $2,500 covers the complete site rebuild, 1-for-1, into WordPress."

Scope Note · Penetration testing, form audits, and customer journey tracking available as add-on

What WordPress Gives You

100% open-source · No vendor lock-in · Direct access to raw HTML/CSS/JS · AI-assisted code editing (Claude, GPT) · Custom client portals · Offline demo capability (runs from a USB drive) · Regular full-site backups you own

Migration Sequence:

1

Transfer Domain to Cloudflare Registrar

Move eastcoastsaunas.com from Tucows to Cloudflare. DNS, CDN, and registrar now managed in one dashboard. At-cost pricing — eliminates a separate vendor entirely.

2

Provision Managed WordPress Hosting

Spin up a dedicated WordPress environment on premium managed hosting ($100/mo). PHP, SSL, caching, and daily backups are all handled — no sysadmin required.

3

1-for-1 Site Rebuild in WordPress

Every existing page — Home, Long Island Custom Saunas, About, Site Prep, Contractor Network, Contact, Sauna Design, Shipping, Returns — rebuilt pixel-for-pixel with full code access and no Shopify dependencies.

4

Replace Calendly with Google Calendar Booking

Embed Google Calendar's native appointment scheduling directly into the contact and design pages. Free, fully controlled, integrates with existing Google Workspace — no monthly subscription.

5

DNS Cutover & Launch

Point Cloudflare DNS to the new WordPress server. Zero-downtime cutover with a 48-hour parallel-run period. Full QA check across all pages, forms, and booking flows before decommissioning Shopify.

Organic Search Health — Current State

Zero Keyword
Rankings. Starting
From Scratch.

0

Keyword Rankings
(All Pages)

5

Total Referring
Domains

49

Best Backlink DR
(Sauna Society)

DR 1.2

Lowest Backlink DR
(cwglive.com)

Why Zero Rankings Happens

Shopify's closed architecture limits custom meta structures. Without dedicated SEO content strategy — no blog, no keyword-targeted landing pages, no structured local citations — Google has nothing to index beyond basic page names. The domain is also young with very few authoritative backlinks.

Immediate SEO Wins Post-Migration

WordPress enables full control of title tags, meta descriptions, schema markup (LocalBusiness, Product, Review), sitemap generation, and clean URL structures — the foundational layer that Shopify constrains.

SEO Growth Program — $500/mo Starting Rate

1

Keyword Architecture & On-Page Foundations

Target: "custom sauna Long Island," "indoor sauna builder NY," "Harvia sauna installation New York," "traditional sauna design." Optimize all existing pages with proper H1/H2 structures, meta, and schema.

2

Local SEO & Google Business Profile Domination

Fully build out the GBP listing with photos of every Long Island build, Q&A populated, service area pins, and links to Instagram and Facebook. Embed Google Maps on the Contact page.

3

Content Engine — "First Seven Words" Rule

Every page, post, and caption front-loads primary keywords in the first seven words. Blog content targets sauna building questions (ventilation specs, wood types, Harvia guides) to rank for long-tail searches nationwide.

4

Backlink Building — Leverage Existing Partnerships

The North American Sauna Society (DR 49) and Sauna from Finland (DR 47) links are strong anchors. Build on these with HARO pitches, local press, contractor directory listings, and wellness publication placements.

Referring Domain Breakdown — Full Audit

5 Backlinks. Mixed Quality.
Significant Room to Build Authority.

Referring Page DR / UR Domain Traffic Link Type Assessment

North American Sauna Society

saunasociety.org/partners · Partners listing

49 / 26

1.3K/mo

Dofollow

★ Best link in the profile. Industry-relevant, DR 49, active traffic. Protect and leverage this relationship.

Sauna From Finland

saunafromfinland.com/companies/ · WordPress listing

47 / 8

920/mo

Dofollow

Strong DR 47 global directory. Zero page traffic — purely a domain authority play. Good foundational link.

CouponMate.com

couponmate.com/stores/eastcoastsaunas.com

30 / 4.4

20/mo

Nofollow

Nofollow — no SEO value passed. Low traffic. Brand signal only. Neutral; monitor for coupon misuse.

cwglive.com — Infrared Sauna Review

Article with affiliate redirect (302 → 301 chain)

1.2 / 4.4

0/mo

Redirect

DR 1.2, zero traffic, old affiliate link with a broken 302→301 chain. Disavow candidate — potential spam signal.

diycustomsauna.com

301 redirect → eastcoastsaunas.com

0 / 0

0/mo

301

Old domain redirect. No DR, no traffic. Likely a previously owned or affiliate domain. Verify ownership; if unrelated, flag for disavow.

Instagram, Facebook & Ad Creative — Current State & Optimization Plan · $500/mo Retainer

Strong Raw Assets.
Weak Presentation
& Zero Ad System.

What's Working:

Nick Talio (@nicktalio) actively documents builds via Instagram Reels — high-quality, authentic footage that resonates with luxury homeowners.
Brand handle @eastcoastsaunas is live and posting completed project photos with location tagging (Old Westbury, Nesconset, etc.).
Facebook page is active with an established following in Old Westbury, NY audience.
Video assets are excellent — existing montage ad uses professional clips of real builds; strong social proof.

What Needs to Change:

Facebook hero image shows raw wood planks — not a finished premium sauna. First impression fails for a $20K+ luxury product.
Profile logo contains text that becomes unreadable at small avatar sizes on mobile feeds and comment sections.
No Instagram Story Highlights organized by category (Our Builds, Reviews, FAQ, Prep Guides).
No pinned posts on Instagram anchoring best builds, intro, and Google review proof.
No YouTube channel — the second-largest search engine globally is untapped.

Ad Creative Strategy

1

Splice the Master Montage

Break the existing video montage into individual clip variants: one per wood type, one per room type, one per outdoor vs. indoor. A/B test all simultaneously.

2

Repurpose to YouTube Shorts

Post every clip as a YouTube Short. Unlike social feed posts (48hr lifespan), YouTube Shorts compound over months and rank in Google search results and AI overviews.

3

Frequency Management at $100+/day

At high spend, audiences see the same ad too often. Rotate creatives every 7–10 days and broaden targeting to maintain low frequency and high CTR.

The "Clipper" Viral Model

Incentivize creators to repost Nick's build footage as short clips on TikTok, YouTube Shorts, and Reels. Performance-based payouts: $200 per 100K views or 8% commission on materials orders generated via their affiliate link.

The "Lumpy Mail" Value Leader Strategy — Turning a $149 Asset Into a $25K Lead Machine

Stop Selling the Plans.
Use Them to Land
the Full Project.

Current Problem — Double Friction

The "Custom Sauna Building Plans" ($149.99) product exists on Shopify but is set to "Unavailable." The "Sauna Stool" 10-page PDF guide is only accessible after booking a live 15-minute Zoom call. These two friction points are costing high-intent cold traffic who aren't ready to commit to a Zoom session.

The Physical "Lumpy Mail" Advantage

A professionally printed, high-quality physical booklet mailed to the prospect's home places your brand physically inside their house. It sits on their coffee table. It gets picked up again. No digital ad achieves this level of permanence. A warm follow-up call — "Did your book arrive?" — converts at dramatically higher rates than a cold pitch.

~8%

Projected Landing Page
Conversion (vs ~1% now)

$149

Price Anchor to Show
on Page (Offer Free)

The 5-Step "Lumpy Mail" Funnel:

1

Video Ad — "Normally $149. Yours Free."

Facebook/Instagram video showing a build in progress. CTA: "We sell these custom sauna plans for $149 — grab them free while this runs." Drives clicks to a dedicated landing page.

2

Low-Friction Form: Name, Email, Phone, Address

Collect mailing address under the guise of the physical book delivery. This unlocks direct mail marketing to a warm, opted-in prospect who has identified themselves as a sauna builder.

3

Instant PDF + Thank You Page with Video

Immediately deliver the digital PDF via Klaviyo. Redirect to a custom thank-you page featuring the high-quality build montage video to build excitement and brand familiarity.

4

Physical Booklet Arrives (3–5 Days)

A premium printed sauna planning booklet with Nick's handwritten note lands in their mailbox. Brand lives in their home for weeks or months.

5

Warm Follow-Up Call + Project Conversion

"Hey Marc, it's Nick from East Coast Saunas — did your book arrive? What did you think of the framing section?" Conversational, no pressure, warm. Most book the full custom design call on the spot.

Landing Page Gaps, Navigation Fixes & Content Upgrades

The Gallery Is Great.
The Funnel Behind
It Is Broken.

The Conversion Gap — Long Island Page

The /pages/long-island-custom-saunas page showcases 15+ excellent completed builds across Nesconset, Old Westbury, Jericho, and East Hills. However, the only CTA sits at the very bottom of the page — a single "Book Your Free Design Call" Calendly link.

No inline CTAs between build cards
No "Download Site Prep Guide" mid-page hook
No sticky banner or floating contact option
Mobile visitors scroll past 15 cards before seeing any action

"Insert a CTA after every 4th build card: 'Confused about electrical? Download our Harvia rough-in guide free.' Low friction, high intent capture."

Conversion Fix · Long Island Gallery Page

Content Upgrade Priorities

1

Visual Site Prep Checklist

The /pages/site-prep-requirements page is technically excellent but 100% text. Replace with SVG/CSS technical diagrams showing bench blocking heights (38"/18"), vent positions, and floor skirting. Clients refer to this page before every project — make it visual.

2

Navigation Menu Expansion

Add dedicated nav links for: FAQ, Site Prep Checklist, Custom Gallery, and Contractor Network. These pages exist but are buried. Surface them in the main menu for faster customer journey completion.

3

"First Seven Words" Rule — All Copy

Google and AI overviews truncate page descriptions. Ensure every page title, meta, blog post, and social caption leads with the primary keyword in the first seven words: "Long Island custom sauna specialists..." not "Welcome to East Coast Saunas..."

4

Thank-You Page Rebuild

Post form-submission pages should include a personalized greeting, the high-quality montage video embedded, and a clear next-step message matching the luxury brand positioning. Current state: generic Shopify confirmation.

Full-Service Digital Growth — Available Retainer Programs

One Partner. Every
Channel. Handled.

$2,500

WordPress Migration
One-Time · 1-for-1 Rebuild

$100

Managed Hosting
Per Month

$500

IG/FB Ads & Posts
Per Month

$500

SEO Program
Per Month · Starting Rate

Foundation

Migration + Hosting

$2,500 one-time WordPress rebuild
$100/mo managed hosting
Domain transfer to Cloudflare
Google Calendar booking integration
Full site QA & zero-downtime launch
30-day post-launch support included

Start Here — Foundation First

Recommended Growth Package

Growth

Foundation + Ads + SEO

Everything in Foundation
$500/mo IG & FB ad management + creative
$500/mo SEO — on-page, local, content
Google Business Profile full buildout
YouTube Shorts repurposing pipeline
Monthly performance reporting
Klaviyo email sequence optimization

$1,100/mo after migration

Custom

Automation & Software

Per-project pricing — scoped individually
Custom CRM workflows & Klaviyo automations
Lead magnet funnel build (Lumpy Mail system)
Interactive site prep visual planner
Client project portal (WordPress custom)
AI-assisted quote & CAD documentation tools
Affiliate / clipper tracking system

Discussed Per Project Scope

The Prescription Is Written. Here's How We Fill It.

Less Platforms.
More Control.
More Revenue.

Immediate action sequence:

1

Approve WordPress Migration Scope

$2,500 one-time. Full 1-for-1 rebuild of all pages. Google Calendar booking replaces Calendly. Estimated turnaround: 2–3 weeks.

2

Transfer Domain to Cloudflare

Consolidate registrar + CDN + DNS into one platform. Eliminates Tucows. Takes 5–7 days to transfer fully.

3

Launch SEO + Ads Retainer

$500/mo SEO program begins immediately post-launch. $500/mo ad management activates once landing pages are optimized with inline CTAs and Lumpy Mail funnel is live.

4

Activate the "Lumpy Mail" Lead System

Reactivate the $149 plans as a free lead magnet. Build the 5-step funnel (ad → form → PDF → physical mail → warm call) using Klaviyo + WordPress.

What You Get From Day One

✓ Full website ownership — no Shopify lock-in

✓ One platform (Cloudflare) for domain + CDN

✓ Google Calendar scheduling at $0/mo

✓ SEO foundation built for long-term compounding

✓ Ad system built to test and scale profitably

✓ Lead magnet funnel that converts cold to warm

✓ One partner who handles all of it

Audit prepared · June 2026

eastcoastsaunas.com · Long Island, NY