Process

Built fast. Built right.

A focused 2 to 3 week process designed to move quickly without sacrificing quality. Strategy first, build second, optimization before handoff. Same team end to end, nothing thrown over a wall.

Phases
4
Typical build
2–3 weeks
Care Plans
Month-to-month

Engagement flow

Scroll the
whole journey.

The line on the left fills as you scroll. Each node flashes when you reach it. The full work, the deliverable, the real-world cadence, all the way through.

01 · Week 0

Discovery & Direction.

Before the build begins, we work with the client to define the strategic foundation. Business, audience, services, brand voice, design direction, page structure, and technical requirements are all locked through a kickoff conversation and the FPWS website questionnaire.

  • Client kickoff conversation
  • FPWS website questionnaire
  • Brand voice and messaging direction
  • Design and layout vision
  • Page count and site structure confirmation
  • Conversion priorities and CTAs
  • Content requirements and asset collection
  • Technical needs review

Client time

2–4 hr

Output

Discovery brief

Locked by

End of Week 0

02 · Week 1 to 2

Architecture & Build.

We turn the discovery work into a working website. Sitemap, page hierarchy, design system, mobile-responsive layouts, semantic structure, internal linking, and performance-conscious development with search visibility and AI readability built in from the first commit.

  • Site architecture and navigation structure
  • Design system and visual direction
  • Homepage, service, and location/specialty pages
  • Mobile-responsive layouts
  • Conversion pathway planning
  • Web development and page buildout
  • Internal linking structure
  • Performance-conscious implementation

Stack

Next.js · Tailwind

Perf budget

LCP ≤ 1.8s

Output

Working website

03 · Week 2 to 3

Optimization & Refinement.

Once the core site is built, we tighten it technically, structurally, and strategically. On-page SEO, schema, AEO/GEO formatting, brand voice review, mobile/desktop QA, performance checks, and final pre-launch quality control.

  • On-page SEO, page titles, meta descriptions
  • Heading + internal linking refinement
  • Schema and structured data implementation
  • AI-readable + AEO answer-style formatting
  • Local SEO signals where applicable
  • Brand voice and copy consistency review
  • Speed, mobile, accessibility QA
  • Form and link testing

A11y target

WCAG AA

Audits

Lighthouse · axe · schema

Output

Launch-ready site

04 · End of Week 3

Handoff & Growth Briefing.

We prepare the website for client handoff with a final review, launch, infrastructure summary, and recommended next steps for maintenance, management, and future growth.

  • Final website review and launch preparation
  • Site handoff and infrastructure walkthrough
  • Optimization summary
  • Analytics + Search Console overview
  • Care Plan options
  • Future improvement recommendations
  • Post-launch support expectations

Cutover

Same day

Rollback

≤ 8 min

Output

Live site + briefing

By the numbers

How a build distributes.

Phase timeline · typical build

2–3 weeks

Discovery (W0)
Architecture & Build (W1–2)
Optimization & QA (W2–3)
Handoff (end W3)
w0w1w2w3

Where the time goes

100%

of effort

  • Discovery (W0)15%
  • Architecture & Build (W1–2)50%
  • Optimization & QA (W2–3)25%
  • Handoff (end W3)10%

Artifacts delivered, cumulative

17 by week 3

w0optimizehandoff

Artifacts

What you actually
walk away with.

Every stage has a concrete deliverable that lives outside our heads , yours to keep, audit, and reuse with future vendors.

01PDF + Notion

Discovery Brief

Business, audience, services, goals, brand voice, competitive context, page structure, conversion priorities, technical requirements. Built from the FPWS website questionnaire and kickoff conversation.

02Figma + Markdown

Architecture Map

Sitemap, page hierarchy, navigation structure, conversion pathways, internal-link model. Reviewed and locked before any design or build work begins.

03Figma library

Design System

Visual system, components, motion language, accessibility specs, mobile-responsive layouts, interaction states. Lives in your Figma forever.

04Markdown + dashboard

Optimization Report

On-page SEO, metadata, schema/structured data, AEO/GEO formatting, internal linking, Lighthouse + accessibility checks, AI-crawler verification.

05Markdown + Slack

Launch Runbook

Hour-by-hour cutover plan, redirect map, DNS schedule, rollback plan, day-zero monitoring checklist, GSC + IndexNow verification.

06PDF + walkthrough

Handoff Briefing

Site infrastructure summary, technical setup, optimization foundation, recommended next steps, available Care Plan options, future improvement roadmap.

Team

No account-manager wall.

You talk directly to the people doing the work. Boutique by design, staying small is what lets us care.

  • Strategy + briefFounder
  • Design + UXFounder + design lead
  • EngineeringSenior engineer (Next.js, Tailwind, motion)
  • SEO + AEO + GEO opsFounder + ops
  • Content productionFounder + senior writer
  • Project managementFounder (no PM layer)

Questions

Common first asks.

  • Discovery runs through Week 0, before the build begins. The client completes the FPWS website questionnaire, we hold a kickoff conversation, and the design direction, page structure, and technical requirements are locked. Most of this happens in a few days, depending on revision speed.

Want to see
a real brief?

We share redacted artifacts during the discovery call so you can judge the work itself.

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