Lab
The work behind the work.
Tools, templates, and demos we build for ourselves, then share.
Why this exists
My dad finished the back of every cabinet he built. Nobody would ever see it. He cared anyway. That's the standard.
Lab is the digital version. The internal tools, the scoring sheets, the scrapers, the templates. Most agencies build them, use them, and never show them. We put them out in the open. Same standard, finished back of the cabinet, public side.
GA4 tracking plan template
A spreadsheet-style template for documenting events, properties, and triggers before you wire up Google Tag Manager. The structure we use on every analytics engagement.
View template35-point CRO audit checklist
The same heuristic checklist we run on every CRO engagement. Print it, run it on your highest-traffic page, find the holes.
View checklistAEO citation tracker
A Node script that polls ChatGPT, Perplexity, and Google AI Overviews for a list of target queries and tracks brand citations over time. Used internally on every AEO engagement.
Coming soonWeb scraper starter (Node)
A typed Node + Playwright scaffold for building production scrapers. Rate-limited, retry-aware, observable. The starting point for our data ingestion work.
Coming soonAI customer-support agent demo
A working agent demo (the chat widget on this site) that answers Builtwell-specific questions, books strategy calls, and hands off to a human when needed.
Try the demoHeuristic CRO scoring sheet
A scoring rubric for ranking conversion-optimization hypotheses by Impact, Confidence, and Effort (ICE). The same instrument we use to prioritize test backlogs.
Coming soonWant help building one of these?
If something here looks like a tool you'd want for your team, we can scope a custom version.
Prefer a form? Contact us here.