A lead-gen assistant and an automated content engine for a Morocco trekking agency.

Toubkal Wanderers runs guided treks across the Atlas range out of Marrakech. M'hammed, the founder, had built a real reputation: five-star reviews, repeat clients, word-of-mouth that filled the calendar most summers. The bottleneck wasn't the product. It was him.

Forty inbound emails a week, most asking the same five questions about itineraries, fitness level, and pricing. A blog that hadn't been updated since 2024. Three keywords competitors were beating him on because they had a junior marketer and he had Sundays.

We spent week one shadowing M'hammed's actual workdays: the inbox triage, the WhatsApp threads with guides, the quote prep he did standing in his kitchen at 11pm. Week two ranked the bets: which workflows would pay back fastest, which would shave the most off his Sundays, and which would compound.

Two made the cut. A lead-gen assistant on the website that handles the FAQ-shaped questions and surfaces only the leads that need M'hammed's actual judgment. And a content engine that tracks what trekkers actually search for and turns trending queries into draft posts. The engine runs itself day to day; drafts wait in Notion for M'hammed's approval before anything goes live.

The assistant answers route and season questions in chat, shows the right treks as cards, and turns serious enquiries into booking drafts with a reference number — lead-scored 0 to 100 and in the team's inbox before anyone picks up a phone. The content engine publishes posts on real trekking queries: itineraries, kit lists, acclimatization, season picks. Every draft waits in Notion until M'hammed approves it — nothing goes live unseen. Numbers on leads, SEO traffic, and time saved land Q3 once we have a comparable window.

The build runs on a budget. M'hammed reviews monthly. We check in quarterly, not weekly. That's the point.