PROSCRIS
Growth, Giving &
The Digital Future.
A strategic proposal to build, fund, and future-proof the digital presence of Ruby Hill Farm and Madi's Way — from the ground up. What follows is not a list of disconnected ideas. It is a single, connected system where each piece enables the next.
Strategic Growth Proposal · Clinton Corners, NY · Prepared by Proscris
It Started With the Foundation.
Every transformation begins with the ground beneath it. Before we could build any of what you're about to read — the grant system, the store, the AI optimization — the platform itself had to be right. So that's where we started.
Oxygen → Bricks Builder
The previous website was built on Oxygen Builder. It worked, but it was limiting — slow to edit, fragile with updates, and not built to support the kind of intelligent systems we're about to deploy.
We migrated the entire site to Bricks Builder — the same professional platform I use across all my projects. This isn't just a technical preference; it's a strategic decision. Your website now sits inside the same ecosystem as my other high-performance clients, which means faster turnaround, shared tooling, and a platform engineered for what comes next.
The core structure has been cloned and rebuilt. Zero downtime. The old site is preserved as a backup. We are now building on top of this stable foundation.
With this foundation in place...
The first thing we turned our attention to was something most businesses overlook entirely — but that will separate the winners from everyone else over the next five years.
Making the Site Speak the Language of the Future.
The new platform gave us the tools. The first thing we're using them for is something that serves two purposes at once: legal protection and AI visibility. They sound like different things. They're actually the same thing.
The Legal Side: ADA Compliance
ADA web accessibility lawsuits have exploded in recent years. The vast majority target websites with zero acknowledgment of accessibility — no alt text on images, no keyboard navigation, no effort shown whatsoever.
We are adding a formal Accessibility Disclaimer to the footer — a legal statement demonstrating that Ruby Hill Farm makes a good faith investment in inclusivity. This alone dramatically reduces legal exposure. And the most common violation? Missing alt tags on images. We're fixing every single one.
The Strategic Side: AI Visibility (GEO)
Here's what most people don't realize: AI agents read websites the exact same way blind users do. They don't see your photos. They read your code. They rely on alt tags, ARIA labels, and semantic HTML to understand what your site is about.
When someone asks ChatGPT "recommend a charity farm near me" or asks Siri "kids events in the Hudson Valley" — the AI looks for sites it can actually read. If your site lacks these tags, you're invisible. This concept is called Generative Engine Optimization (GEO).
Specifically, What We're Doing
Alt Tags on Every Image
Every photo of the farm, the animals, the events — gets a descriptive text tag. Screen readers announce it. AI understands it. This is the single biggest fix.
ARIA Labels & Roles
Every button, menu, form, and interactive element gets a code label that tells assistive technology and AI agents exactly what it does. This allows autonomous navigation.
Keyboard Navigation
Full tab-order navigation with visible focus indicators. A user — or an AI agent acting on behalf of a user — can traverse the entire site without ever touching a mouse.
Why This Is the Starting Point
This isn't a side project or a nice-to-have. It's the prerequisite for everything that follows. A website that AI can read, navigate, and recommend is a website that can finally grow with purpose — which brings us to the single biggest strategic shift in this entire proposal.
From "Whatever Works" to Intentional Growth.
Here's an honest observation — and it's not a criticism, it's just the reality of running a farm and a charity at the same time: until now, there hasn't been a long-term keyword or content strategy for Ruby Hill Farm or Madi's Way.
Pages were built when they made sense. Content was created when inspiration struck. SEO happened organically — or it didn't. And that's completely understandable. You've been busy running a farm.
But now — with a properly structured, AI-ready foundation beneath us — we have something we've never had before: the ability to be deliberate.
We can map out every search term people use when looking for what you offer. Farms near me. Grief support for children. Local produce delivery. Community events Hudson Valley. Kids birthday party venues. Animal therapy programs. And we can build pages specifically designed to capture each one.
A physical farm has boundaries. Acreage is finite. But a website? A website can grow forever.
Every page we create is a new doorway. Every keyword we target is a new stream of visitors. Every piece of content is an asset that compounds over time — a page we build today will drive traffic for years.
There is no ceiling. There is only the question of how much we're willing to build.
Before vs. After
- Pages created ad-hoc with no keyword research
- No content calendar or growth roadmap
- SEO was a byproduct, not a strategy
- No consideration for AI discoverability
- Growth was whatever happened to happen
- Every page built around a target keyword
- Content roadmap that expands monthly
- SEO + GEO: found by Google and AI
- Structured for AI recommendation
- Growth is compounding and intentional
The Mindset Shift
Think of the website not as a finished product, but as a living, growing thing — like the farm itself. You don't plant everything in one season and call it done. You tend it. You expand it. You add new rows when you're ready. The new foundation, the ADA work, the AI optimization — all of it was building toward this moment: the ability to capture every keyword you'd ever want, on a timeline that works for you, growing at whatever pace you choose.
$120,000 in Free Advertising — Every Year.
Everything we just described — the keyword strategy, the content growth, the compounding visibility — normally requires significant advertising spend to accelerate. But Madi's Way has access to something most organizations can only dream about.
Because Madi's Way holds 501(c)(3) nonprofit status, it qualifies for the Google Ad Grant: $10,000 per month in free Google Search advertising. That's $329 per day, every day, forever — as long as the account stays compliant.
What This Looks Like in Practice
A mother in Poughkeepsie searches "grief support for kids near me." Your ad appears at the top of Google. She clicks. She lands on MadisWay.org. She reads about the programs. She discovers they happen at Ruby Hill Farm. She signs up. She brings her family. They fall in love with the farm.
That click cost you nothing. Google paid for it. And it happens hundreds of times per day.
The Two-Site Strategy (Critical)
Here's the one rule that governs everything: Google's grant cannot promote commercial activity. Because Ruby Hill Farm sells produce and goods, we cannot run grant-funded ads to the farm website. This isn't optional — Google will reject the application or suspend the account. The solution is clean and simple: two distinct digital identities.
RubyHillFarm.com
Role: The commercial farm.
Sells produce, hosts private events, runs the farm store. Operates as a normal business website. Can run its own paid advertising separately if desired. The keyword strategy lives here.
Time-Sensitive: Microsoft Ads Grant
Microsoft has a similar grant ($3,000/month on Bing/Yahoo), but they've announced they are discontinuing the program in December 2025. Final credits will be issued November 30 with a 45-day spend window. We should apply immediately to capture any remaining value — but Google is the long-term play.
Where This Connects
The grant brings thousands of visitors to Madi's Way. The keyword strategy brings searchers to Ruby Hill Farm. But when they arrive, the experience needs to match the intention — a real checkout, a real store, a system that works at the farm stand and on a phone screen alike.
Converting Visitors Into Customers.
Traffic without a way to convert it is just noise. The grant will bring families to Madi's Way. The keyword strategy will bring searchers to Ruby Hill Farm. But right now, there's no proper checkout — no way for someone browsing at 10 PM to place an order for Saturday pickup, and no way to ring up a sale at the farm stand that syncs with the website inventory.
The Vision
A customer browses your website from home, adds farm-fresh eggs and a jar of honey to their cart, selects "Farm Pickup — Saturday," and checks out with their card. Meanwhile, at the farm stand, another customer taps their card on your tablet — and the same inventory updates in real time. One system runs it all.
The Online Store — WooCommerce
Because the site now runs on WordPress with Bricks Builder, we have native access to WooCommerce — the most powerful open-source eCommerce platform in the world. No monthly platform fees. You own everything.
Product Catalog
Every item the farm sells — produce, preserves, goods, event tickets, CSA boxes — lives in one organized catalog with photos, descriptions, pricing, and real-time stock levels.
Pickup & Delivery
Customers choose "Farm Pickup" with selectable days and times, or "Local Delivery" within a set radius. No phone calls. No handwritten lists. Fully automated.
Event Bookings
Farm tours, birthday parties, field trips, Madi's Way programs — all bookable online with deposits, capacity limits, and automatic confirmation emails.
The Farm Stand POS — Square
For in-person sales, we integrate Square — WooCommerce's preferred POS partner. It gives you a professional card reader and register interface on any iPad or tablet, with no monthly fees.
In-Person Sales
- Tap & Chip — Credit cards, Apple Pay, Google Pay
- Synced Inventory — Sell at the stand, website updates instantly
- Offline Mode — No WiFi at the farmers market? It syncs later
- Digital Receipts — Email or text, with optional tipping
Donation Integration
Square also supports nonprofit donation collection — both in-person and online. Visitors at the farm can tap to donate to Madi's Way right at the stand.
Preset amounts ($10, $25, $50, Custom) with a single tap. No friction, no forms. All donations flow into a separate, auditable account for the nonprofit — fully compliant.
Processing rate: 2.6% + 10¢ per transaction. No monthly fees.
Bringing It All Together.
You've now seen the full picture: a new foundation, AI-ready infrastructure, a strategic growth engine, $120,000 in annual free advertising, and a proper commerce system. The natural question is: how does it all come together, and how fast?
On Speed
With AI-assisted development, tasks that used to take agencies weeks can be completed in days. The migration is already done. Phases 2 through 5 can realistically be completed within 3 to 4 weeks, depending on how quickly we receive your documents and content approvals.
What This Requires.
With the full roadmap clear, here is what it takes to bring every piece to life — and what you get in return.
1. The Build
The new nonprofit website and all compliance work.
- MadisWay.org Design & Dev
- ADA / ARIA Remediation
- Accessibility Disclaimer
- Copywriting for Compliance
- GEO / AI Optimization
2. Store & POS
The complete commerce engine for the farm.
- WooCommerce Setup
- Product Catalog Build
- Local Pickup & Delivery
- Square POS Integration
- Donation Checkout
3. Grant & Growth
Capture and keep the $10k/month flowing.
- TechSoup Verification
- Grant Application
- Campaign Management
- 5% CTR Compliance
- Monthly Reporting
That's an 11:1 return on investment in year one alone. And it compounds every year — the grant renews, the keyword pages keep ranking, and the store keeps selling while you sleep.
One Step to Start Everything.
Everything described in this proposal is researched, designed, and ready to execute. The migration is already complete. The strategy is mapped. The tools are selected. Every section connects to the next — one connected system.
What I Need From You
Documents
- Madi's Way EIN number
- IRS 501(c)(3) Determination Letter
- Domain registrar access for MadisWay.org
- Product list & photos for the farm store
Decisions
- Approve the Two-Site Strategy
- Confirm pickup schedule for the store
- Choose a Square account owner
- Greenlight the investment
Prepared with care by
Robert · Proscris
Intelligent Systems, Elegant Design.
"The best time to plant a tree was twenty years ago. The second best time is now."
— Chinese Proverb
Proscris × Ruby Hill Farm — Strategic Growth Proposal — Confidential