Process
Four phases. Boring, in a good way.
Every engagement follows the same beats. You know what's due, when, and what it costs — so the only surprises are good ones.
Phase overview
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01
Week 1
Diagnose
We find out what's actually broken before writing a plan for what isn't.
What happens
- 90-minute discovery workshop (in person or video)
- Independent audit: site, funnels, analytics, tracking
- Stakeholder interviews where useful (2–3 people)
- Competitive scan of 3–5 rivals you name
What you get
- A written audit (15–25 pages) — yours to keep regardless of what happens next
- A ranked list of opportunities by impact / effort
- One-page summary you can walk a partner through in five minutes
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02
Week 2
Plan
A roadmap you can pick apart. No 60-slide decks; no filler.
What happens
- We draft a scope document with line items, prices and dates
- One round of scope discussion on a call
- Revised scope doc sent for signature
What you get
- One-page roadmap: what, when, how much, success metric
- Every initiative tied to a single number it's expected to move
- A written statement of what we're explicitly not doing
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03
Weeks 3–N
Build
Weekly increments. Progress visible every Friday, not at the end.
How it runs
- Fixed weekly cadence: async update Mon, 30-min sync Thu, demo Fri
- Shared staging URL or Figma link that stays fresh
- Two rounds of revisions per deliverable, clearly defined
- Any overrun we caused is on us; any overrun you cause is scoped separately
What you see each Friday
- What shipped this week
- What's live vs still in review
- What's blocking us from you (if anything)
- What's queued for next week
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04
Launch + ongoing
Measure & iterate
Launch isn't the finish line. The first 90 days are where we find out if the plan actually worked.
Launch window
- Pre-launch checklist run together on a call
- Staged cutover — the old site stays reachable for 30 days
- Warranty bug-fix window (30–90 days depending on tier)
Ongoing (optional retainer)
- Monthly plain-English report, under 400 words
- Working ideas get more budget; broken ones get cut — on purpose
- Quarterly strategic review against the target metric
- Retainers are month-to-month after the first 90 days
What we won't do
A short list of nos.
Saying these in writing is the fastest way to filter the wrong engagements out early.
- Guarantee Google rankings. Nobody can. Anyone who does is either lying or about to break the rules on your domain.
- Charge for SSL, basic analytics, or default-level schema. Those are 2026 baseline.
- Take a percentage of media spend. It creates exactly the wrong incentive.
- Hold your hosting, domain, ad accounts, or source files as leverage. You own them, always.
- Run auto-renewing retainers. We'll earn next month's invoice with this month's work or you walk.