Directory software for operators and agencies
Directories that fill, rank and bill themselves.
Waymark finds the businesses, writes the pages, publishes them as static HTML on a CDN, then hands every owner a portal and a subscription. One platform, any number of brands.
UK-built · GDPR data-rights tooling included · no per-visit hosting bill
5,300+ static pages from one dataset Illustrative — your numbers depend on your data
The loop
Five moves, and the directory starts paying for itself
Most directory tools do one of these. The work is in the joins between them, which is the part Waymark is.
Find
Discovery campaigns pull businesses from Google Places, or import a CSV you already have. Duplicates are caught on the way in.
Write
AI drafts descriptions, category intros and guides in British English. Owner edits always outrank generated copy.
Publish
One build renders every listing, category, area and combination to static HTML and pushes it to the CDN.
Claim
Owners find their listing, verify by email or phone PIN, and take over the profile. Nudges chase the ones who don't.
Bill
They upgrade for leads, photos and placement. Stripe handles checkout; entitlements unlock the features. You keep the revenue.
Build & publish
Pages that rank. Bills that don't spike.
A build renders the whole site to flat HTML and pushes it to Bunny CDN. Nothing dynamic sits at the edge, so a spike in traffic costs bandwidth and nothing else — and there is no application server for anyone to attack.
- Every category × area combination becomes its own landing page
- Structured data, canonicals, sitemaps and robots generated per build
- Custom domain and SSL provisioned per brand
- Rebuilt nightly, so live sites never drift from the data
Features
The parts a directory usually has to bolt on
Search, lead capture, reviews, billing, outreach and compliance are in the box, wired to each other.
Search that actually finds things
Every built site ships a search page with keyword matching, category and location facets, and proximity search from a postcode or town — served from a pre-built index, so it stays fast with no server behind it.
Shortlist, compare, request quotes
Visitors save businesses to a shortlist, compare them side by side, then send one enquiry to several at once. A visit that would have produced nothing produces a handful of qualified leads instead.
Reviews and review chasing
Collect reviews against any listing, let verified owners respond in public, and run automated request campaigns so the review count keeps climbing without anyone chasing it by hand.
A portal owners will actually use
Photos, opening hours, descriptions, service areas, contacts, pricing and per-vertical fields — all self-serve. Field-level ownership means an owner's edits are never overwritten by a later import.
Analytics on both sides
Owners see views, enquiry sources and conversions, which is what makes them renew. You see the same across every brand, plus queue health, build history and revenue.
API and webhooks
A key-authenticated REST API and signed webhooks push new reviews, enquiries and listing changes into a CRM or your own stack. Failed deliveries retry hourly for 24 hours.
Your brand, not ours
Four built-in themes, or supply your own colours, fonts and assets per brand. On the Agency tier the owner portal white-labels too, so the businesses you list never see the word Waymark.
Outreach that runs itself
Multi-step email sequences nudge unclaimed businesses to claim, welcome new owners and re-engage dormant ones. Lead scoring ranks who is worth chasing, with open tracking and one-click unsubscribe.
Security and data rights
Granular staff permissions, audit logging, IP trust and challenge flows, rate limiting throughout, and UK GDPR Article 15 and 17 export and erasure handled from the portal rather than your inbox.
Getting listings in
An empty directory is the hard part. This is the bit that solves it.
Discovery campaigns pull businesses out of Google Places by category and area. A CSV import handles data you already own. Businesses can add themselves to a live site. A crawler reads a business's own website to fill the gaps.
- Duplicate detection across every source
- Every field records where it came from, and who owns it
- Owner edits are never overwritten by a later import
- Raw source records purged on a retention schedule
Members & records
A listing gets reviewed once. A record gets logged every week.
Members hold their own accounts, separate from business owners, and log measurable results against a listing — a catch, a round, a time, a personal best. That is the surface people come back to, and it is first-party content no competitor can scrape from Google.
- Verification tiers, because self-reported numbers get inflated
- Boards rank highest-first or lowest-first, per record type
- Display names kept separate from real names
- New record types are configuration, not a code change
Multi-brand tenancy
One instance. As many directories as you can sell.
A trades finder, a restaurant guide and a fishery directory can run side by side on the same deployment without ever seeing each other's data. Each has its own domain, theme, taxonomy, users and deploy pipeline.
- Tenant isolation across brands, sites, users and API keys
- Per-brand domain, theme, categories and listing types
- Separate plan and subscription lines per brand
- One operator dashboard across the whole portfolio
One platform, any niche
Eleven listing types, or define your own
Each type brings the right fields, filters, card layout and structured data. Anything not covered is a custom listing type with your own attributes — no code.
Your revenue
The tiers your directory sells
Every Waymark directory ships with these listing plans already wired to Stripe. This is what the businesses you list pay you — edit the names, prices and entitlements to suit your market.
Free
£0
forever
Claim your listing and manage basic details.
- 1 claimed listing
- 3 photos
- 2 social links
- Enquiry form
- Analytics
- Review responses
Starter
£19
per month, or £190 a year
Everything needed to generate leads from a listing.
- 1 claimed listing
- 10 photos
- Enquiry form + notifications
- Analytics dashboard
- Respond to reviews
- Competitor ads removed
Pro
£49
per month, or £490 a year
AI descriptions, priority placement and up to 3 listings.
- Up to 3 listings
- 30 photos
- AI-written descriptions
- Priority search placement
- SEO boost
- Everything in Starter
Agency
£149
per month, or £1,490 a year
Unlimited listings, bulk import, API and white-label.
- Unlimited listings & photos
- CSV bulk import
- REST API access
- Webhooks
- White-label portal
- Everything in Pro
Waymark's own pricing is quoted per operator, based on how many brands and sites you run — there is no self-serve signup, because every instance is provisioned with your domains and CDN in place. Book a demo and we'll size it with you.
In full
Everything it does, without the adjectives
The complete list, so you can check it against what you actually need rather than reading another feature grid.
Build & publish
- Static HTML generation for every page type
- Category, area and category × area landing pages
- Per-vertical index and profile pages
- Bunny CDN deploy with UK and global PoPs
- Custom domains with automatic SSL
- Nightly rebuilds of every active site
- Build history, page manifests and HTML quality checks
- Four themes, or your own brand assets
Getting listings in
- Google Places discovery campaigns
- CSV bulk import, operator- and owner-side
- Website crawler that extracts contact facts
- Businesses can add themselves, no operator needed
- Duplicate detection across sources
- Field-level source tracking and ownership
- Source-record retention and automatic purge
Content & SEO
- AI-written business descriptions and intros
- Article generation in topic clusters
- Pillar hub pages with two-way internal linking
- Article, FAQ, Breadcrumb and Organization JSON-LD
- Sitemaps, robots.txt and RSS on every build
- Search-engine pinging after each deploy
- Anthropic or a self-hosted Ollama model
Turning visits into leads
- Pre-built search index: keyword, facets, proximity
- Postcode and town geocoding
- Shortlist and side-by-side compare
- One enquiry to several businesses at once
- Reviews with public owner responses
- Automated review-request campaigns
- Claim nudges fired from unclaimed profiles
Members & records
- Consumer accounts, separate from owner accounts
- Display name kept apart from real name
- Members log measurable results against a listing
- Verification tiers: self, photo, venue, disputed
- Leaderboards that rank high-first or low-first
- Record types are configuration, not code
- Integer base units, so results sort exactly
Revenue & owners
- Claim and verify by email or phone PIN
- Editable plans with per-feature entitlements
- Stripe checkout and subscription lifecycle
- Owner portal: hours, media, contacts, pricing
- Service areas for mobile businesses
- Profile completeness prompts
- Per-business and aggregate analytics
Platform
- Multi-brand tenancy with full isolation
- Per-brand domains, themes and taxonomies
- Key-authenticated public REST API
- Signed webhooks with retry and pruning
- ContentMate content integration
- Queue health alerts and nightly DB backups
- Operator dashboard across every brand
Security & compliance
- Granular staff roles and permissions
- Audit logging on sensitive actions
- IP trust, challenge flows and login history
- Rate limiting on every public endpoint
- SSRF guards on all outbound fetching
- UK GDPR Article 15 export and Article 17 erasure
- Marketing suppression and unsubscribe handling
Questions
The things people ask before a demo
Do I need to write any code?
No. Brands, sites, categories, areas, listing types and custom fields are all configured in the admin panel, and builds are triggered from there too. You would need a developer only if you wanted a theme that goes beyond the four built in and the per-brand colour, font and asset overrides.
Where do the listings come from?
Three routes, and most directories use all of them. You can run Google Places discovery campaigns against a category and area; you can bulk import a CSV you already have; and businesses can add themselves to a live directory without you touching anything. Duplicates are detected across all three.
What happens when a business asks to be removed?
It is handled in the product rather than in your inbox. UK GDPR Article 15 export and Article 17 erasure run from the portal, every field records which source it came from, owner edits take precedence over imported data, and raw source records from Google Places are purged automatically after 30 days.
Can each directory have its own domain?
Yes. Each brand gets its own domain with automatic SSL, its own theme, taxonomy, user base and deploy pipeline. Tenancy isolation means one brand cannot read another's data, so unrelated directories can share one instance safely.
Do I have to send my data to an AI provider?
No. AI description and article generation can run against Anthropic's API or a self-hosted Ollama model, and it can be switched off entirely. Nothing else in the platform depends on it.
What are the leaderboards for?
A venue gets reviewed once, but a member logs a result every week — so records are what bring people back. The record type is configuration: a fishery ranks catches heaviest-first, a running club ranks times lowest-first, and both use the same code. It suits any directory where visitors measure something.
What does Waymark cost?
Platform pricing is quoted per operator, based on how many brands and sites you run. The tiers shown on the homepage are the ones your directory charges the businesses it lists — that revenue is yours. Book a demo and we will talk through both.
See it build a directory in twenty minutes
A working walkthrough on your niche, not a slide deck — discovery, build, claim and billing, end to end.
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