A purpose-built platform
Rebuilt the WordPress base into a Laravel 11 and Vue 3 monorepo: fully API-driven, designed for scalability, performance and flexibility, owned end-to-end across backend and frontend.
ELEADS / PROJECT EXPERIENCE
From WordPress to an operational lead platform
Over roughly two years, Ricardo van der Spoel rebuilt Eleads from a WordPress base into an operational platform as its sole programmer. The work covered lead intake, qualification, routing, subscriptions, invoicing and payouts, alongside testing and the release process.
Project experience of Ricardo van der Spoel, carried out under Van der Spoel Development. These case studies describe his contribution to the projects shown. More about Ricardo’s background.
The challenge
- The previous WordPress setup was not a long-term foundation for a growing lead operation.
- Lead qualification and routing needed to become far more explicit and reliable.
- Business rules had to be translated into structured software behaviour.
- Subscriptions, invoicing and payouts were loose side processes instead of supported software.
- AI had to be introduced in a way that served real operational outcomes.
- Deployments and incident recovery needed to become safer, because revenue depended on the platform staying healthy.
Eleads
Ricardo’s contribution
Qualification and routing
Platform behaviour modelled around content, intent, region, specialisation and availability, turning ambiguous inbound demand into actionable matching logic.
A two-sided domain model
Affiliates supplying traffic, clients buying leads and end-users seeking help, coordinated in one system, including hosted iframe forms as acquisition infrastructure.
Operational workflows
Verification, missing-information capture, forwarding consent, categorisation, requeue and reinstate paths, and exports, the day-to-day handling made explicit in software.
A commercial engine
Subscriptions, invoicing and payouts supported directly in the platform, with Moneybird accounting synchronisation and hardened retry and backoff handling.
AI in the real workflow
LLM-based interpretation and classification, combined with RAG, embeddings and vector search for semantic matching, improved through prompt and workflow iteration.
What the work delivered
- Replaced a weaker legacy foundation with a purpose-built operational platform.
- Made lead qualification and routing structured, explicit and scalable.
- Connected intake, fulfilment logic and financial handling into one coherent operating system.
- Made the business model itself explicit in software: subscriptions, invoicing and payout handling.
- Showed that AI can serve a real business process instead of remaining a standalone demo.
- Increased delivery confidence through stricter typing, testing and deployment safety.
- Improved recoverability through health checks, smoke checks and rollback discipline.
- Reduced the likelihood of core business flows silently breaking during ongoing change.
- Professionalised the delivery layer itself: sprints, documentation and CI discipline.
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These cases describe Ricardo’s work and contribution through Van der Spoel Development. Look for similarities in the technical challenge: connecting existing systems, modernising software while it is in use or defining responsibilities within a team. The appropriate approach also depends on your source data and operating environment.