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Pro Website stays church-only (2026-04-27)

Context​

The outreach_contacts scrape-and-demo engine generates per-prospect branded landing pages. The same /s/[slug] renderer used for Pro Website (church) is used to render those funeral demo pages via a funeral_homes/premium_funeral_homes adapter shim. This raised an open product question:

Should a Pro Website be a sold product for the new commercial verticals (funeral homes, future verticals like vet, dental, restaurant, law, real estate)? Or should the demo page renderer remain purely cold-email bait (30-day TTL, non-billable), with verticals selling only voice + chat?

Audit findings (2026-04-27)​

  • src/lib/pricing.ts and knowledge/data/pricing.yaml carry only cwa_pro_website and cwa_pro_website_site_only for churches. There is no fwa_pro_website plan key.
  • funeralwiseai.com/pricing advertises voice agent only: $999 setup + $199/mo. No website product surfaced.
  • The funeral admin dashboard at /admin/funeral/[token] is a read-only stub. No website builder UI.
  • /preview/[slug] (cold-outreach landing) has a 30-day TTL, no-index, "your Pro Website preview" framing.
  • Two funeral demo prospects exist in premium_funeral_homes with plan='fwa_demo_prospect' (non-billable) and status='preview'.

The product is not built; it has been the subject of a marketing claim, not a shipped offering.

Decision​

Pro Website is church-only.

  • Funeral homes and future verticals will be sold voice + chat only.
  • The /preview/[slug] and /s/[slug] renderers remain in use for ephemeral cold-email demos (30-day TTL, non-billable).
  • Funeral homes who convert from a cold-email demo activate into a voice agent subscription ($999 setup + $199/mo). They do not activate into a managed website product.
  • The cwa_pro_website (church) product is unaffected.

Why​

  1. Identity drift risk. WiseAI Agency's positioning is AI agents for service businesses. Adding "we host websites for funeral homes" muddies that positioning into "a website host with chatbots." That is not the moat.
  2. Support burden. A managed website product requires content uploads, custom domain handling, CMS UX, design changes, and ongoing maintenance per customer. The voice agent has none of this. Founder is solo.
  3. Acquisition not blocked. Cold-email demo bait works whether or not Pro Website is sold downstream. The prospect sees a polished branded page; they convert into the voice product because that is what is sold.
  4. No conversion data yet. Re-evaluate at $4K+ MRR per the original 2026-04-19 design decision. Until then, do not build a product whose demand is hypothetical.

Implementation (this session)​

  • No code changes required to "kill" the product — it never existed.
  • ServiceBusinessTemplate (used by funeral demos) gates its chatbot section on premium.chatbot_enabled. When false (current funeral state), it renders a polished preview CTA card driving to a Cal.com booking. See PR #215.
  • The plan to add a real funeral chatbot retrieval path is parked. If/when a funeral prospect converts and asks for a chatbot, decide between (a) refactoring /api/chatbot/stream to be vertical-aware, or (b) routing funeral chatbot to /api/chatbot/unified with per-prospect Q&A injection. Both are LIFE-SAFETY adjacent — defer until justified.

Re-evaluation trigger​

Reconsider when:

  • Total funeral MRR ≥ $4,000, AND
  • ≥ 5 funeral customers explicitly request a managed website, AND
  • Founder has bandwidth for a productized website surface (currently solo with multiple in-flight workstreams).

Until all three hold, this decision stands.

References​

  • Plan: C:\Users\johnm\.claude\plans\here-s-the-scoop-i-wild-swing.md
  • Prior decision: knowledge/decisions/pro-website-decouple-2026-04-18.md (Pro Website decoupled from PewSearch)
  • Scrape-and-demo engine spec: churchwiseai-web/docs/superpowers/specs/2026-04-19-scrape-and-demo-engine-design.md
  • PR #215: feat(s/[slug]): gate funeral demo chatbot section behind chatbot_enabled