We rebuilt our own website with our own services

Why does a website agency rebuild its own website?

Because we should believe it ourselves before we sell it to a client. Van Borg Agency has been registered with the Dutch Chamber of Commerce since 29 July 2026, and within two weeks vanborg.com ran on exactly the offer we sell: the same custom website, the same Findability layer and the same ChatAgent our clients rent from us.

That is not a marketing line, it is a test. An agency selling SEO, AEO and GEO whose own site can't be found by ChatGPT is selling something it doesn't use itself. We wanted to know whether our own product holds up once we point it at ourselves, including the places where it didn't.

What changed about vanborg.com in August 2026?

Five things at once: two separate phone products became one WhatsApp agent, fourteen separate automations became five core flows plus one custom flow, four page tiers became two lines (template or custom), three separate findability line items became a one-off optimisation plus a retainer, and four new modules arrived: client portal, dashboard, kanban and forms.

Every change solved the same problem: too many near-identical line items a visitor had to sort through before knowing what they needed. A voicemail bot at €79 a month next to a voicemail agent at €129 that did almost the same thing was, in practice, just confusing. The same reason we tell clients not to stack four near-identical packages side by side.

| Before August 2026 | After August 2026 | | --- | --- | | Voicemail bot (€79) and voicemail agent (€129) | One WhatsApp agent (€99 setup, €89/mo) | | Fourteen separate work agents | Five core flows plus one custom flow | | Four page tiers for every website | Template (€0 setup) or custom (from €250) | | SEO, AEO and GEO as three separate monthly items | One-off optimisation (€395) plus a retainer (€249/mo) | | No client portal, dashboard, kanban or forms | Four optional add-on modules |

The full, current line-up with a live calculator is on the pricing page.

Why does our own site run on 'custom website' and not a template?

Because the template line is deliberately narrow: nine trades with a page structure already proven to work there. Van Borg Agency isn't one of those nine, so for ourselves we use exactly the line we'd recommend to a prospect who also falls outside it: a custom website, from €250 setup and from €99 per month.

That is the honest outcome, not a marketing choice. The nine trades on the template line, HVAC installers, roofers and construction firms among them, cover a real slice of our own clients; an AI agency doesn't fit that mould, and neither would a webshop or a multi-location business. Internally we could easily have given ourselves a free exception. Instead the site itself was built in two to three weeks on the same stack as a client site, with the same hosting, the same SSL and the same one-change-per-month maintenance rhythm. For the full breakdown between the two lines, see what a website costs to build in 2026.

How did we apply the Findability layer (SEO, AEO, GEO) to our own site?

Exactly as we deliver it to a client: JSON-LD with LocalBusiness, Service and FAQPage, server-rendered HTML, an llms.txt listing our own offer and service area, and every page with headings that ask a customer's question verbatim, followed by a 40 to 60 word answer. This blog post is an example of that itself.

The reason this is more than a technical checkbox: Google says so directly. In its own documentation on structured data, Google writes:

"Google uses structured data that it finds on the web to understand the content of the page."

— Google Search Central, Introduction to structured data

Without that markup, a language model or a search engine has to guess what a page means. With it, the meaning is stated outright. The site also stays within Core Web Vitals thresholds: LCP under 2.5 seconds, INP under 200 milliseconds, CLS under 0.1, because a slow site doesn't get cited either, no matter how good the markup is.

What does this mean for you as a client?

That you can verify our claims on vanborg.com yourself instead of taking our word for it. The prices on this page are the exact prices on the pricing page, and the ChatAgent chatting next to you right now is the same product you'd rent from us.

You can check the structured data behind this page yourself with Google's Rich Results Test. The backstory and the rental model are written out on the about page. Wondering whether your current site falls short the way ours did two weeks ago? In a free 30 to 45 minute scan we look at what's technically missing and whether a new site would pay for itself.