Experten-Plattform
The brain behind the Experten brands: one Payload CMS core connecting every frontend, the jeweller hub, lead funnels and AI pipelines.
Concept, architecture, full-stack development
Multi-brand platform for the jewellery industry in Germany and Austria: one central Payload CMS feeds the brand frontends Goldexperten, Verlobungsringexperten, Trauringexperten, Uhrenexperten and Juwelierfinder from the same data set. Jewellers maintain their profiles through a dedicated hub, brand-specific funnels (GEX, VEX, TEX) turn visitors into warm leads for partner jewellers – and AI pipelines accelerate editorial work and data intake.
All brand sites share a typed data layer that queries the central Payload CMS – new brands are assembled from existing building blocks instead of copy-paste. Publishing in the CMS triggers targeted webhook revalidation so only affected pages rebuild (ISR). All AI features run through a central gateway with swappable models (default: Claude Sonnet via OpenRouter); every generation logs provenance and token usage.
- Apps in the monorepo
- 8
- Brand sites
- 7
- Lead funnels
- 3
- CMS collections
- 30
- Data layer
- PostgreSQL · S3
- AI subsystems
- 3
SEO content pipeline
Editors enter a target keyword and the pipeline takes over: keyword research from SERP data, web research with real citable sources, then schema-forced article generation saved straight to a CMS draft. Nothing auto-publishes – editors review and release.
Profile intake assistant
A Google Maps URL is enough: the system pulls Places data, reads the business website and researches the web – producing a structured profile draft with verifiable sources. Hours of manual data entry become a single review click.
Vision alt text
A vision model describes uploaded images right in the media library – accessibility- and SEO-ready alt text, generated automatically for every image.
One brain, many brands
Each brand serves its own niche, all draw from the same data: jewellers, locations, reviews, content and price data live exactly once in the central CMS and appear wherever they are relevant. Every frontend has its own case study – the platform is what connects them.
- Diegoldexperten.com — gold buying with live precious-metal prices and the GEX funnel
- Dieverlobungsringexperten.com — engagement rings, jeweller search and the VEX funnel
- Trauringexperten.com — wedding rings and the TEX funnel
- Dieuhrenexperten.com — watch specialists and watch expertise
- Juwelierfinder.com — the overarching search platform, with a multi-tenant marketplace in the making
One record, many appearances: site profiles in the central CMS
The jeweller hub: self-service with oversight
Alongside the editorial CMS there is a dedicated interface for the jewellers themselves: they maintain their profile for all Experten sites on their own – opening hours, services, images, descriptions. Every change passes through an approval workflow with editorial oversight, keeping bad actors out and data quality high across all brands.
Funnels that turn visitors into warm leads
Goldexperten, Verlobungsringexperten and Trauringexperten each run their own niche-tailored campaign funnel (GEX, VEX, TEX): visitors answer step-by-step questions about their request and are qualified along the way. The result is warm, pre-qualified leads handed over to partner jewellers for follow-up – backed by drip sequences and the platform’s idempotent email sending.
Editorial work with AI tailwind
The content pipeline researches the web with real sources and saves schema-validated articles straight to CMS drafts – across all brands. Nothing goes live without editorial approval: AI accelerates the work, humans keep control.
From keyword to reviewed article draft – right in the CMS
Living data
Precious-metal prices flow into the database via cron and feed price calculators and charts. Google Places sync keeps ratings, opening hours and geocoordinates current. A geo layer matches prospects to their nearest expert by postal code.
Run many brand sites without building the same thing repeatedly
Turborepo with shared packages: a typed CMS data layer with per-brand service adapters, a shared UI library, common geo, email and consent modules.
Jewellers edit their own content – without bad actors slipping through
A self-service hub with a strict approval workflow: every profile change is editorially reviewed before it goes live on any brand site.
AI-generated content without hallucinations or loss of control
Web-grounded research with real source citations, schema-forced structured output instead of free-form text, and a strict draft-only principle: no AI content goes live without editorial approval.
Published changes must appear instantly – without full rebuilds
CMS hooks call revalidation endpoints on the affected frontends: only pages that actually changed are regenerated.