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Section 01Project Overview
What We're Building
A professional, conversion-focused marketing website for 180 AgPros — an agricultural consulting firm specializing in IRS Section 180 excess fertility tax deductions. The site must establish credibility, educate non-technical visitors on a complex topic, and drive qualified pre-qualification leads.
About the Business
When farmers, ranchers, or investors buy ag land, the soil already contains nutrients built up over years. Under IRS Section 180, those pre-existing nutrients can be claimed as a tax deduction — but only with proper scientific documentation. 180 AgPros provides exactly that: soil sampling, lab analysis, and CPA-ready reporting. Backed by Dr. Jake Mowrer, Ph.D., Texas A&M University.
Primary Goal
Generate pre-qualification leads from land buyers, ranchers, investors, brokers, and CPAs
Key Differentiator
Texas A&M–backed science, multi-year ongoing support, product-neutral — no fertilizer sales
Client Responsibilities
Content Provided by Client
Images, Photography & Written Content
The client is responsible for providing all website content prior to or during the build process. This includes professional photos and images (team headshots, property photos, field imagery, etc.), all written copy (service descriptions, bios, FAQs, and any other page text), and any logos or brand assets. Placeholder content may be used during development, but final content must be supplied by the client before the site can launch. Any content not provided will delay the project timeline.
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Section 02Design Direction
Competitor & Inspiration Analysis
BirddogIT
Design Inspiration
Clean structure, strong visual hierarchy, full-width ag photography, bold process sections, and a clear CTA flow throughout. Professional but approachable. Chase specifically called out the overall feel and layout — not the services (they offer much more than 180 AgPros will).
✦ Borrow: layout structure, section spacing, trust signals, process visualization style
Boa Safra Ag
Primary Competitor
Established brand. Strong data ($500M+ deductions generated, $1,700/acre average, 3,000+ clients). Simple 3-step process layout. Functional but visually dated. Their /get-started page is the model for 180 AgPros' Pre-Qualify page — the concept, not the design.
✦ Beat them on: modern design, polish, intuitive UX, Texas-rooted credibility with Dr. Mowrer
Soil Tax Guys
Calculator Reference
Has a basic interactive calculator for estimating Section 180 deductions. Chase wants something similar but meaningfully improved — with "what-if" scenario variables that let users explore different outcomes, plus a polished UI that captures leads at the results stage.
✦ Improve on: more input variables, cleaner output display, integrated lead capture at results
Visual Tone & Style
Overall Tone
Refined and authoritative — premium ag meets financial services. Earthy but polished, not rustic. The Texas A&M connection demands credibility. Think: Land Report magazine meets a high-end tax advisory firm.
Photography Style
Full-width aerial farmland shots, soil close-ups, professional field imagery. Minimal generic stock. Real Texas ranchland where possible. Drone-shot golden-hour fields work well as hero backgrounds.
Typography
Classic serif for headlines — conveys trust and legacy. Clean sans-serif for body copy. Bold hierarchy, generous white space. Avoid anything too startup-y or overly corporate.
Color Palette
#1B3A22
#2E5C38
#7AAB82
#C9993A
#F2E4C0
#F7F4EE
#1A1A18
#FFFFFF
Deep forest greens as the dominant color — trustworthy, natural, grounded. Gold accents for warmth and a premium feel. Off-white cream as the page background. Avoids the generic blue palette used by most ag tech competitors.
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Section 03Domain & Hosting
Domains Already Purchased
Primary Domain
180agpros.com
Redirect Domain
section180agpros.com
Website Build & Hosting
Build Approach
Custom Built
The site will be custom designed and developed to match the specific design direction, brand standards, and feature requirements of 180 AgPros — including the interactive Section 180 calculator with what-if variables.
Hosting
Professional Web Hosting
Site will be hosted on a managed hosting plan with SSL certificate included, daily backups, and reliable uptime. DNS will be pointed from Namecheap to the hosting server at launch.
SSL Certificate
Required & Included
Required for secure form submissions, trusted HTTPS padlock in the browser, and is a Google search ranking factor. Will be configured at launch.
Domain Configuration
DNS Setup at Launch
Both Namecheap domains will be configured at launch — primary domain pointed to hosting, secondary domain set to 301 redirect to the primary.
Client Portal
Client Dashboard
A personal login portal where the 180 AgPros team can request website revisions and view site analytics. Revisions are unlimited and included at no extra charge — up to 2 active requests per month, processed one at a time. The dashboard also includes a website analytics panel showing visitor traffic, top pages, and performance metrics.
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Section 04Site Map
Global Navigation Bar
All Pages
/
Home
Primary
Main entry point. Educates visitors on Section 180, builds trust, and funnels to Pre-Qualify.
/our-process
Our Process
Nav Page
Full 6-step methodology. What clients can expect from start to finish.
/who-we-help
Who We Help
SEO Value
Audience-specific sections: crop producers, ranchers, investors, brokers, CPAs.
/calculator
Section 180 Calculator
★ Key Feature
Interactive deduction estimator with what-if scenario variables. Lead generation tool.
/about
About Us
Nav Page
Mission, Dr. Mowrer bio, team profiles, Texas A&M credibility, company philosophy.
/faqs
FAQs
SEO Value
21 categorized questions in accordion layout. High organic search traffic potential.
/get-started
Pre-Qualify Your Land
★ Main CTA
Primary conversion page. Intake form, next steps, contact info sidebar.
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Section 05Page-by-Page Content Breakdown
Each page below is expandable. Tap or click to see the full section-by-section content breakdown.
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Hero — Full Width
Full-screen aerial farmland or ranchland image. Bold headline: "Your Soil Already Holds Deductible Value. Let's Prove It." Short subheadline explaining Section 180 in plain English. Two CTAs: "Pre-Qualify Your Land" (primary gold button) + "See How It Works" (secondary outline).
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What Is Section 180? — Plain English Explainer
2–3 sentence plain-language explanation. Simple stat callout: "Most landowners don't know this deduction exists — and the average qualifying property is worth hundreds of dollars per acre in deductions." Targets first-time visitors arriving via broker referral or web search.
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3-Step Process Snapshot
Simplified 3-icon overview only: (1) Pre-Qualify → (2) We Do the Science → (3) CPA Gets the Report. Not the full 6-step detail — that lives on Our Process. Ends with "See the Full Process →" link.
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Who We Serve — Audience Grid
6-tile icon grid: Crop Producers / Ranch Owners / Pasture & Forage / Land Buyers & Investors / Land Brokers / CPAs. Each tile links to the relevant section on the Who We Help page.
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Credibility Block — Dr. Jake Mowrer & Texas A&M
Photo of Dr. Mowrer with full name, title (Extension Professor of Soil Nutrient & Water Resource Management, Dept. of Soil & Crop Sciences, Texas A&M University), and a brief statement about the science behind 180 AgPros. This is the #1 trust signal on the entire site — must be prominent and well-designed.
★ Highest-impact trust signal on the site6
Calculator Teaser
"Wondering What Your Land Might Be Worth?" Short description + CTA button → Section 180 Calculator page. Drives engagement before asking for a full commitment.
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Bottom CTA Banner
Full-width dark section with soil/earth background. Headline: "Most clients start with one question: Does my land qualify?" Large "Pre-Qualify Your Land" button + phone number. Repeats on every page.
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Page Hero
Full-width field image. Title: "Our Process." Subtitle: "Independent, Accurate Soil Fertility Analysis to Support Section 180 Deductions."
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Step 1 — Property Pre-Qualification
Evaluate acquisition timing, land use, and operational context to determine whether a Section 180 deduction is appropriate for the property.
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Step 2 — Professional Soil Sampling
Soil samples collected using agronomic protocols for cropland, ranchland, pasture, and forage systems. All samples are GPS-documented to verify acreage and field locations.
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Step 3 — Laboratory Analysis
Independent laboratory testing establishes baseline nutrient levels — nitrogen, phosphorus, potassium, calcium, magnesium, sulfur, and key micronutrients — with laboratory-grade precision.
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Step 4 — Fertility Quantification & Valuation
Excess soil nutrients quantified and valued using established agronomic principles and IRS-accepted accounting methods.
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Step 5 — CPA-Ready Reporting
Clear, defensible reports for tax filing and audit support. Includes soil maps, lab results, nutrient calculations, valuation methodology, and supporting schedules.
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Step 6 — Ongoing Documentation (3-Year Window)
Ongoing soil testing and documentation over the full 3-year deduction window to demonstrate nutrient usage, meet deadlines, and maintain audit defensibility. Most competitors stop at the report — 180 AgPros doesn't.
★ Key differentiator vs. Boa Safra and others8
Bottom CTA Banner
"Pre-Qualify Your Agricultural Land" — connects to the Get Started page.
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Crop Producers
Row-crop and specialty crop farmers acquiring land with existing nutrient value. Help with: baseline fertility verification, quantifying excess nutrients, documenting usage over time, CPA-ready reporting.
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Ranch Owners & Operators
Ranchland often carries significant legacy fertility even with minimal fertilizer inputs. Coverage includes native and improved grasses, grazing, hay, and forage systems. Multi-year defensible records.
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Pasture & Forage Operations
Often overlooked for Section 180. Analysis accounts for nutrient cycling, forage removal, and long-term soil behavior. Covers improved pasture, hay production, and mixed forage systems.
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Agricultural Land Buyers & Investors
Individual buyers, family offices, investment groups, and ag funds. Services used during or shortly after acquisition for pre-qualification, tax planning, baseline documentation, and post-acquisition records.
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Land Brokers & Real Estate Groups
Adds credibility and differentiation to listings. Documentation buyers can use with their CPAs. Key broker marketing language: "Soil Fertility Analysis Available | Section 180 Pre-Qualified."
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CPAs & Tax Professionals
Technical soil documentation required to support Section 180 filings. Clear, CPA-ready reports. Multi-year support. 180 AgPros does not provide tax advice — they provide the soil science foundation CPAs rely on.
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Bottom CTA
"Not sure if your land qualifies? That's exactly where we recommend starting." → Pre-Qualify Your Land.
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Intro Framing
Clear disclaimer: "This calculator gives you a ballpark estimate based on general averages. A real deduction requires professional soil sampling — but this will show you if it's worth exploring." Sets expectations, reduces skepticism from first-time visitors.
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Input: Land Details
Total acreage, land type (Cropland / Ranchland / Improved Pasture / Native Grass / Mixed), state or region selector.
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Input: Financial Details
Purchase price per acre (or total purchase price), approximate acquisition year, tax bracket (optional: 22% / 24% / 32% / 37%).
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What-If Variables
Scenario toggles: Soil nutrient level assumption (Conservative / Average / Above Average), prior fertilizer history (Yes / No / Unknown), deduction year preference (Full in Year 1 vs. 60/30/10 three-year split). Users explore multiple outcomes — the key improvement over Soil Tax Guys.
★ Chase specifically requested these "what-if" options5
Output Display
Shows: Estimated deduction range (low / mid / high), estimated tax savings range based on selected bracket, estimated per-acre value. Clearly marked as an estimate with required disclaimer.
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Results CTA — Lead Capture
After results appear: "Want a real number? Our team can provide an accurate assessment." Primary CTA → Pre-Qualify Your Land. Optional email capture: "Send my results to my inbox" — creates a soft lead without requiring the full intake form.
★ Lead generation integration point1
Mission & Philosophy
Lead with the brand's core positioning: "Measured, not assumed. Documented, not estimated. Defensible, not generic." Brief company background — why 180 AgPros was founded and what makes it different.
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Dr. Jake Mowrer — Scientific Lead
Prominent, well-designed bio section: professional photo, full name and title (Extension Professor of Soil Nutrient & Water Resource Management, Dept. of Soil & Crop Sciences, Texas A&M University). Decades of experience in soil fertility, nutrient management, and applied agronomy. Needs space — it's the biggest trust signal the company has.
★ #1 credibility asset — design it prominently3
Team Section
Profile cards for: Chase Nash (Agent, Southern Ranch Sales / Phyllis Browning Land & Ranch Sales), Coy Taylor, Brannon Nash. Photos, roles, brief bios. Humanizes the brand beyond the science.
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Why 180 AgPros
Fertility-first, product-neutral (we don't sell fertilizer) / Built specifically for land acquisitions / University-level science / Ongoing 3-year support — not just a one-time report / CPA-friendly reporting / Nationwide service capability.
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Texas A&M Disclaimer
Required disclosure: "Dr. Jake Mowrer serves as an Extension Professor at Texas A&M University. His role at 180 AgPros reflects his independent professional expertise and does not constitute an endorsement by Texas A&M University."
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Category 1 — General
What are Excess Fertility Deductions? How is nutrient value calculated? Is this deduction aggressive or risky? What does 180 AgPros provide? (~4 questions)
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Category 2 — Eligibility
Who qualifies? Does land have to grow crops? Must I actively farm? Can passive landowners qualify? Inherited land? Gifted land? Timberland? (~6–7 questions)
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Category 3 — Process & Timing
When must soil testing be done? What if fertilizer was already applied? How long does the process take? How far back can the deduction be claimed? (~4 questions)
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Category 4 — Documentation & Tax
What does the CPA-ready report include? Does this lower my basis? What nutrients are evaluated? Do I need a CPA? (~4–5 questions)
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Category 5 — Cost & Engagement
What does it cost (per-acre pricing)? Why work with 180 AgPros vs. independently? Do I need to hunt or lease my land to qualify? (~3 questions)
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Layout
Accordion-style expand/collapse per category. All 21 questions from the provided FAQ document included. Bottom CTA: "Still have questions? Talk with our team." → Pre-Qualify page.
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Page Framing
Headline: "Let's Start With Your Property." Subheadline: "Most clients begin with one question: Does my land qualify? That's exactly where we recommend starting." Removes pressure — inquiry only, not a commitment.
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Intake Form Fields
Full Name · Email Address · Phone Number (optional) · Property Type (Cropland / Ranchland / Pasture / Forage / Mixed / Other) · Total Acreage · State · Approximate Acquisition Date · How did you hear about us? · Message / Notes · Submit: "Submit My Pre-Qualification Request"
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What Happens After You Submit
3-step visual next to the form: Step 1 — Team reviews property details (within 1 business day). Step 2 — Brief call scheduled to discuss situation. Step 3 — Team lets you know if and how you qualify. Reduces anxiety, sets expectations.
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Contact Info Sidebar
Phone: (432) 260-8101 · Email: info@180agpros.com · Hours: Mon–Fri 8am–6pm CST · Location: Boerne, Texas
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Trust Reinforcement Strip
Below the form: ✓ Science-led methodology · ✓ CPA-ready reporting · ✓ Multi-year support · ✓ Nationwide service · ✓ No obligation to engage
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Section 06Lead Flow & Automations
Why This Matters
Every lead entry point — the Pre-Qualify form, the Calculator email capture, and the footer contact form — must route to a system so no lead is missed. Below is the full recommended flow from form submission to first human contact, plus the two platform options.
Lead Entry Points
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Pre-Qualify Form — /get-started
Primary and highest-intent lead source. Full intake form with property details, acreage, location, and message.
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Calculator Email Capture — /calculator
"Send my results to my inbox." Soft lead — lower commitment but potentially high volume.
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Footer / General Contact Form
Catches broker, CPA, and general inquiry leads from anywhere on the site.
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Where Leads Go — Two Options
Option A — Basic
Email Notifications
Every form submission triggers an immediate email notification to the team with all submitted fields included. Simple, no platform required, and accessible from any device.
No platform needed
Instant alerts
Easy setup
Full team access
Option B — Full Platform
MAP — Marketing Automation Platform
MAP is an all-in-one marketing and business platform that gives 180 AgPros a complete system for managing leads, automations, and marketing — all in one place. Here's what's included:
CRM & Lead PipelineAll form submissions feed directly into a visual pipeline. Track every lead from "New Inquiry" to "Engaged" to "Closed" with full contact history and notes.
AutomationsBuild automated follow-up sequences — e.g., if a lead fills out the Pre-Qualify form and doesn't get a response within 24 hours, automatically send a follow-up email. Triggered workflows based on lead actions.
Email MarketingSend branded marketing emails to your contact list — newsletters, seasonal campaigns, broker/CPA outreach, and more. Drag-and-drop email builder, open/click tracking, and list segmentation.
Social Media ManagementSchedule and post to all 180 AgPros social media accounts (Instagram, Facebook, LinkedIn, etc.) from one dashboard. Plan content in advance and track engagement.
Analytics & ReportingSee where leads are coming from, track open rates, conversion rates, and pipeline performance — all in one dashboard. Know which channels are working.
Two-Way SMS & InboxText leads directly from the platform. All conversations (email, SMS, web chat) consolidated in a single inbox so nothing falls through the cracks.
Appointment BookingEmbed a booking calendar on the site so leads can schedule a pre-qualification call directly — no back-and-forth emails.
All-in-one platform
Replaces multiple tools
Scales with the business