A from-scratch website for Entity Inc., a new venture launched with the Online Taxman team that helps entrepreneurs outside the US form a US company and stay on top of their tax and compliance obligations. The site combines marketing content — services, bundles, process, FAQs — with a real storefront, so visitors can understand what they need and buy it in the same place. Built on WordPress with WooCommerce, with the design by my design partner Laurel and the build shared between us and the Online Taxman team.
Entity Inc
A from-scratch website for Entity Inc., a US company formation and tax service for entrepreneurs outside the US. The site combines marketing content with a real WooCommerce storefront, so visitors can understand what they need and buy it in the same place.
Client
Entity Inc.
Status
Ongoing
Introduction
The Challenge
Entity Inc. was a new US company formation, tax, and compliance venture launched with the Online Taxman team. The site needed to combine marketing content — services, bundles, process, FAQs — with a real storefront, so visitors could understand what they needed and buy it in the same place. Built from scratch rather than adapting an existing site or theme.
The Outcome
Entity Inc. launched as a fast-loading, production site that handles both the marketing story and the actual purchase of company-formation, tax, and bookkeeping services.
Tech Stack
Language
- PHP
Backend
- WordPress
- Cloudflare
- WooCommerce
Tooling
- Google Tag Manager
- WordPress as the CMS and template layer, built out from scratch for this venture rather than adapted from an existing site or theme.
- WooCommerce powers the commerce side — carts, accounts, and the productised service packages sold through the site. This was a joint effort across all three parties, each working within their own scope; my slice was the setup and configuration plus the front-end product surfacing.
- PHP template loops and custom display logic pull WooCommerce products through into the marketing pages so services and bundles render in the site's own design language rather than default store markup.
- Content is organised around a clear service and bundle hierarchy — incorporation, tax, bookkeeping, consultation, plus bundled offerings — which the templates and product loops key off.
- The production site is served behind Cloudflare, with Google Tag Manager handling measurement tags.
Key Implementation Details
WooCommerce Setup and Configuration — The store side needed to sell services, not physical goods.
- Configured WooCommerce for the venture's productised offerings, including accounts and cart flows.
- Worked inside a shared scope alongside Laurel and the Online Taxman team, each party handling their own pieces of the storefront.
Custom Product Display Logic — Store data had to appear in marketing contexts, not just store pages.
- Wrote custom PHP loops that query WooCommerce products and surface them across service and bundle pages.
- Display logic keeps pricing and package information consistent with the designed layouts rather than inheriting default store templates.
Built From Scratch for a New Venture — There was no existing site to iterate on.
- Every template, page type, and content structure was created new for Entity Inc.
- Design by Laurel, implementation split between the two of us, with the Online Taxman team owning their own scope.
Ongoing Ads and Analytics Optimization — The engagement did not stop at launch.
- Continuing work with the team on campaign performance and analytics interpretation to improve acquisition outcomes.
- Site changes are made iteratively in response to what the campaign data shows.
What I Contributed
- Configured WooCommerce for productised service offerings, including accounts and cart flows, as part of a shared scope alongside the design partner and Online Taxman team.
- Wrote custom PHP loops that query WooCommerce products and surface them across service and bundle pages, keeping pricing and package information consistent with the designed layouts.
- Built every template, page type, and content structure from scratch for the new venture, with the design by Laurel and implementation split between the two of us.
- Ongoing work with the team on ads and analytics optimization to improve campaign performance and acquisition outcomes, with site changes made iteratively in response to campaign data.
Outcome
-
Client acquisition has been strong, and the project remains an active engagement rather than a delivered-and-finished build.
Entity Inc. launched as a fast-loading, production site that handles both the marketing story and the actual purchase of company-formation, tax, and bookkeeping services. Client acquisition has been strong, and the project remains an active engagement rather than a delivered-and-finished build — with ongoing site work and continuing ads and analytics optimization alongside the Online Taxman team.