# Marketing Website Service — Playbook

**Tier scope:** Website Refresh ($497 one-time) · 5-Page Build ($1,997 one-time) · 10-Page Build ($3,497 one-time)

Note: This is a **one-time** service, not monthly. Timelines per tier (from spec §5.5):
- Refresh: 7 business days
- 5-Page Build: 14-21 days
- 10-Page Build: 21-30 days

**Time budget per tier:**
- Refresh: ~12-16 person-hours (3 page rewrites + redesign tweaks + 1 revision)
- 5-Page Build: ~50-65 person-hours (design + build + 2 revisions + training)
- 10-Page Build: ~90-120 person-hours (design + build + 3 revisions + training + handoff call)

**Owner:** Offshore team lead (designer + dev paired)
**US reviewer:** Designer + dev lead
**Customer-facing SLA:** Per timelines above; communicate explicit milestone dates at kickoff

## Required intake fields

Section A, Section B (brand assets — required), **Section C-8 (questions 61-66)**. Hard blocks:

- Q61 — domain registrar + hosting access
- Q63 — list of pages needed
- Q64 — must-have features
- Section B brand assets (logo, colors, fonts) OR scope includes light branding

## Cadence per tier

### Refresh (7 business days)
- **Day 1:** Intake review; access verified; audit existing 3 pages
- **Day 2:** Kickoff; confirm scope of redesign tweaks + which 3 pages
- **Day 3-4:** Copy rewrite (Claude/ChatGPT-4 + human edit); design tweaks in CMS
- **Day 5:** Apply changes in staging or as drafts
- **Day 6:** Customer revision round (1 round included)
- **Day 7:** US review → publish → delivery

### 5-Page Build (14-21 days)
- **Days 1-2:** Intake + kickoff + sitemap confirmation
- **Days 3-5:** Wireframes + content briefs per page
- **Days 6-8:** Copy drafts (AI-assisted, human-edited, fact-checked)
- **Days 9-12:** Figma design (mobile + desktop for each page)
- **Day 13:** Customer revision round 1
- **Days 14-17:** Build in WordPress (Beaver Builder or Elementor); configure forms, schema, sitemap
- **Day 18:** Customer revision round 2
- **Days 19-20:** Speed optimization, QA, SEO foundation
- **Day 21:** US review → launch → 1-hour training video recorded → delivery

### 10-Page Build (21-30 days)
- **Days 1-3:** Intake + kickoff + sitemap + custom features scoping
- **Days 4-7:** Wireframes for all 10 pages + content briefs
- **Days 8-12:** Copy drafts
- **Days 13-18:** Figma design — mobile + desktop, design system + components
- **Day 19:** Customer revision round 1
- **Days 20-25:** WordPress build; 4 forms + lead routing; topical clusters + advanced schema; LP CRO baseline
- **Day 26:** Customer revision round 2
- **Day 28:** Customer revision round 3
- **Days 29-30:** Advanced caching, QA, training video + 1-hour handoff call

## AI tools used (INTERNAL — never mention to customer)

- Claude or ChatGPT-4 — copy first drafts, headline variants, FAQ, meta titles/descriptions
- Midjourney or DALL-E — imagery generation
- Unsplash / Pexels / curated stock — fallback imagery
- Figma (+ AI features) — design + handoff specs
- WordPress + Beaver Builder or Elementor — build
- Yoast or RankMath — on-page SEO
- Google PageSpeed Insights + GTmetrix — performance
- Loom — training video recording

## Internal QA checklist (BEFORE flagging for US review)

- [ ] All pages load on mobile + desktop
- [ ] All forms submit and arrive in customer's email
- [ ] No Lorem Ipsum anywhere
- [ ] PageSpeed Insights mobile ≥ 70
- [ ] Schema markup present and validates (LocalBusiness, Organization, Service/Product/Article as applicable)
- [ ] All internal links work; no 404s
- [ ] Favicon, page titles, OG tags set
- [ ] Mobile menu works; CTAs visible above fold on mobile
- [ ] All images have alt text
- [ ] CMS admin credentials handed over to customer (rotated from our access)
- [ ] 1-hour training video (Loom) included
- [ ] 10-Page Build: 1-hr handoff call scheduled
- [ ] No customer-facing mention of "AI-generated" or tool names

## Common gotchas

- **Customer slow to provide hosting/domain access** — chase Day 2; if not received Day 4, escalate; for hosting transfers, build a kickoff dependency
- **Customer's brand voice unclear** — escalate to US lead for direction call
- **Customer keeps adding features mid-build** — scope creep; document additions; charge as add-on (custom quote) or push to next phase
- **AI-generated imagery shows obvious tells** — replace; never ship melting hands / weird text
- **Copy missing customer-specific facts** — every page needs human fact-check pass; never publish AI hallucinations about hours, services, pricing, team
- **WordPress plugin conflicts** — use lean stack: page builder + Yoast/RankMath + form plugin + caching; resist plugin pile-on
- **Customer's existing brand assets are low-res** — request high-res before design; otherwise document deficiency in deliverable
- **Timeline at risk** — escalate at the milestone slip, not at the deadline

## Deliverable spec (per spec §5.5)

### Refresh — $497 one-time
- Refresh up to 3 existing pages (rewrites + redesign tweaks)
- AI-written copy, team-edited
- Use existing or stock imagery
- Mobile responsive (verify existing)
- Basic speed optimization
- Meta + titles SEO foundation
- Existing forms only
- Hand-off (no training)
- 1 revision round
- 7 business day timeline

### 5-Page Build — $1,997 one-time
- New 5-page website: Home + About + Services + Contact + 1 custom
- AI-written copy (fact-checked + brand voice)
- AI-generated + stock imagery
- Mobile responsive
- Speed optimization
- + Schema + sitemap + on-page SEO
- 2 forms (contact + lead)
- WordPress CMS + training video
- 2 revision rounds
- 14-21 day timeline

### 10-Page Build — $3,497 one-time
- New 10-page website: Home + About + Services (3) + Team + Contact + Blog + 3 custom
- AI-written copy (fact-checked + brand voice + tone alignment)
- AI-generated + curated + 5 custom images
- Mobile responsive
- Speed optimization + advanced caching
- + Schema + topical clusters + LP CRO baseline
- 4 forms + lead routing
- WordPress CMS + training video + 1-hour handoff call
- 3 revision rounds
- 21-30 day timeline

Cross-checked against spec §5.5: matches.

*Custom 15+ pages, e-commerce, web apps: starts $4,997 — quoted separately. Listed as "Enterprise / Custom".*