For: Senior leadership From: Michael Kingsley, Director of AI Growth Marketing Date: 2026-09-02 Read time: ~6 minutes
Right now we lead people to three different sites, and it feels messy because it is:
The plan is simple: pull all three under one front door, e4l.com. Consumers and practitioners land in one place and choose their path from there.
We do this without a rebuild. The money keeps flowing through the systems we already have. A customer notices no difference. It adds very little to the one person who runs the back end. We do not rebuild the store, we do not touch the 26-year practitioner system, and we do not add a new platform.
What we ask of leadership: endorse the direction below, and note the readiness items that must be true before the new site goes public (§11).
Any fix here had to pass five tests. These are the point of the plan, not an afterthought.
Everything below is measured against these five.
Two ways to see it. First, the three sites people are led to. Second, the systems behind them that do the real work.
| Site | Who it leads | What it really is |
|---|---|---|
| shop.e4l.com | Consumers | A Shopify store. It doubles as both a consumer site and the checkout. |
| info.e4l.com | Practitioners | A full marketing site hosted inside GoHighLevel. It is off-brand (still says "Measure, Manage, Master," not our current "Detect, Correct, Protect"). |
| e4l.com | (being built) | The new main site, meant to be the single front door. Not yet carrying the traffic. |
The tangle is that two of these sites are doing double duty. shop.e4l.com is a storefront and the till. info.e4l.com is a marketing site and a GHL page. That double duty is why "how many sites do we have" is hard to answer.
| System | Job | Health |
|---|---|---|
| Shopify | The consumer checkout (products + subscriptions) | Healthy. Keep. |
| NES Portal | The practitioner store, and our system of record for all sales | Healthy. Keep. The 26-year backbone. Even Shopify orders flow into it. |
| GHL (GoHighLevel) | CRM, booking, and automation | Healthy. Keep. |
| Growth warehouse | The scoreboard that measures spend and revenue | Healthy, with one gap (see §5). |
TODAY — three front doors, and a customer can hit any of them
Consumers ──► shop.e4l.com (Shopify: consumer site + checkout)
Practitioners ──► info.e4l.com (GHL-hosted marketing site, off-brand)
(being built) ──► e4l.com (new main site, not yet the door)
Behind them, doing the real work (all healthy, all staying):
Shopify · NES Portal (practitioner till + system of record) · GHL (CRM/booking)
Growth warehouse (the scoreboard — but it misses Portal sales)
The systems behind the sites are fine. They do distinct jobs and they work. The pain everyone feels comes almost entirely from the front — three separate doors, with consumers and practitioners led to different places — plus one tracking seam where a shopper crosses from a site to the checkout.
That means we do not need a transformation. We need to point everyone at one door and pass a tag across one seam. Both are small.
One front door (e4l.com). The tills and systems stay exactly where they are, behind it.
| Piece | Today | After | What it takes |
|---|---|---|---|
| Front door | Three sites (shop, info, e4l.com) | One: e4l.com. Both audiences land here and choose their path. | Point traffic and links to e4l.com. Config, not a build. |
| shop.e4l.com | Consumer site and checkout | Checkout only. Its front-door job moves to e4l.com; it stays the till a consumer is handed to at "Buy." | Stop leading consumers to it directly. Nothing rebuilt. |
| info.e4l.com | Practitioner marketing site | Retired. Redirects (301) into e4l.com. | Turn off the GHL-hosted site; redirect its links. |
| NES Portal | Practitioner store + record | Unchanged. | Nothing. On purpose. |
| GHL | CRM, booking, and a marketing site | Keeps CRM, booking, automation. Stops hosting a public site. | Turn off the duplicate it was hosting. |
| Scoreboard | Warehouse misses Portal sales | Warehouse also reads Portal sales | One new data feed, with Shreyas. |
Why the tills stay split on purpose: the consumer checkout (Shopify) and the practitioner store (NES Portal) do genuinely different jobs. The Portal carries 26 years of practitioner pricing, commissions, and licences that Shopify cannot easily copy. Keeping both is the low-risk choice, and it keeps the change invisible to customers, who never see the plumbing behind the door.
AFTER — one front door, same systems behind it
Consumers ─┐
├──► e4l.com (one site, both audiences choose their path)
Practitioners ─┘
At "Buy" or "Book", e4l.com hands off to the systems we already run:
consumer buy ──► Shopify (shop.e4l.com — now checkout only)
practitioner ──► GHL booking + NES Portal
everything ──► Growth warehouse (now reads Portal too)
info.e4l.com ──► 301 redirect ──► e4l.com (retired)
| Change for the customer | Change for the back end | |
|---|---|---|
| One front door (e4l.com) | They land on one better, on-brand site. Old links still work (they redirect). | Two fewer public sites to maintain, not more. |
| shop.e4l.com becomes checkout-only | None. Buying works exactly as it does now. | Stop pointing ads/links at it; keep it as the till. |
| info.e4l.com retired | None. Old links redirect. | Turn off one off-brand GHL site. |
| Tills and GHL kept | None. | None. |
| Tracking fixed | None. Invisible. | A small one-time setup, then automatic. |
| Warehouse reads Portal | None. | One feed added, then automatic. |
Net effect for users: they notice nothing except one nicer site instead of three scattered ones. That is the goal.
The work splits into three clean phases. Getting ready, going live, then tidying up. Nothing is a full build, and no step disrupts a live sale.
| Step | What it is | Owner |
|---|---|---|
| Search visibility | Tell Google it can list the new site (today it says "ignore me," correct for a test) | Michael |
| Legal pages | Add privacy, terms, cookie, returns | Michael drafts, legal reviews |
| Navigation | Turn on the site menu so visitors can find their way | Michael |
| Redirect map | List every old web address, point each to its new home, and test them all on a private preview copy | Michael + dev (repo/DNS) |
Customers see nothing in Phase 0. This is the safety work that makes the switch invisible.
| Step | What it is | User impact | Risk |
|---|---|---|---|
| Flip e4l.com to the new site | Point the domain at the new build, behind the tested redirects, with a quick rollback kept ready | They get one better, on-brand site. Old links still work. | Low, if Phase 0 is done |
| Step | What it is | User impact | Risk |
|---|---|---|---|
| Retire info.e4l.com | Redirect it into e4l.com; stop GHL hosting a public site | None (links redirect) | Low |
| shop.e4l.com becomes checkout-only | Stop leading people to it as a front door; keep it as the till | None | Low |
| Close the tracking seam | Pass a tag from site to checkout; have the warehouse also read Portal sales | None (invisible) | Low |
Phases 1 and 2 are deliberately separate. The site can go live first; the tidy-up follows without pressure. Each step can be done and checked on its own.
This matters as much as what we are doing. To honor "do not break what works" and "no new builds," we are not:
These are guardrails, not gaps. They are the reason the plan is cheap and safe.
The fear was: if we send someone from our site to Shopify to buy, do we lose the ability to know which ad or page sent them?
No, and here is why. Both tills record the buyer's email. Our warehouse already matches people by email across systems. And because the checkout lives on shop.e4l.com (part of the same e4l.com family), the handoff is clean. The only thing to add is passing a small tag along at checkout, which the customer never sees. Purchases stay tracked.
The one honest gap is on the practitioner side: the warehouse does not yet read the Portal's sales, so some practitioner revenue may be undercounted. Move #5 closes that. It is a measurement fix, not a customer-facing one.
One honest constraint to name: web maintenance currently sits with one person (Michael; Shreyas is an AI engineer, not a web developer). This plan is built to respect that. It is also the reason we are not taking on the larger "rebuild on one platform" path, which would need real engineering capacity we do not have today.
These are readiness items on the new site, separate from the consolidation, but leadership should know them:
All three are quick relative to the payoff. None should be skipped at launch.
One larger question we are not asking you to decide today, but flagging for later: whether, well after this, we ever move practitioner sales off the NES Portal onto a modern store. That is a real project with real cost. It is a post-mandate conversation, not part of this plan.
Full technical detail is available on request:
e4l.com build for conversion, search visibility, and claims.