Built by a
contractor.
For business.
ARC11 Academy wasn't planned. It came out of a problem I needed to solve for my own business — and the solution turned out to be worth teaching.
The founding story
I needed a website.
The quotes were
insulting.
ARC11 Vegetation Control operates remote-controlled machinery on steep slopes, utility corridors, and hard-to-access terrain across Western Australia. It's specialist work — the kind that requires serious equipment, proper insurance, and documented safety systems.
When I went looking for someone to build a website that reflected that, I got quoted between $3,500 and $8,000. For a website. By agencies who had never been on a job site and had no idea what remote-controlled vegetation control even was.
I decided to figure it out myself.
"What I discovered was that AI had completely changed what's possible — and almost nobody in the trade and business world knew it yet."
Over several weeks of evenings, I built a complete digital presence for ARC11 — brand positioning, full website, 8 location SEO pages, Google Business Profile, Search Console, Analytics, lead capture calculator. Then I automated the lead follow-up. Then the reporting.
Total agency fees paid: zero. The site now ranks on Google for steep slope mowing across the Great Southern and Southwest WA. It generates enquiries without me doing anything. The automation handles the follow-up while I'm on the tools.
When I showed other business owners what I'd built and how, the reaction was always the same — "How did you do that? Can you show me?" ARC11 Academy is the answer to that question.
Contractor, business owner, and accidental AI educator. I built ARC11's entire digital presence and automation stack using AI — then realised I needed to teach other business owners how to do the same. Not as a course by a marketer. As a system built and proven by someone who actually runs a trade business.
How we got here
What ARC11 Academy stands for
We believe business
owners should own
their digital presence.
Not rent it from an agency. Not depend on someone else to update it. Not pay monthly retainers for work that should take hours. AI has made it possible — if you have the right system and someone to show you how.
Why not just hire an agency
The agency model
is broken for
trade businesses.
Agencies rent you the outcome. Stop paying and everything disappears — along with the knowledge of how it was built. There's a better way.
- You build the capability — or we build it with your team
- You own the website — update it yourself, no permission needed
- You own the automation — your systems, your data, your rules
- No monthly retainer — unless you choose the strategy option
- Capability stays — your team knows how to manage and grow it
- Built for your industry — by someone who works in it
- They retain control — you need them for every change
- Proprietary platforms — switching costs trap you in the relationship
- Monthly retainer forever — stop paying, the work stops
- Generic approach — same template regardless of your industry
- No capability transfer — your team learns nothing
- Built by someone who's never been on a job site