Custom Website Build

SOP: P0/P2 Custom Website Build

Last Updated: 2026-03-26 Version: 1.0 Tier: P0/P2 - Website Infrastructure

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Purpose

Comprehensive process for building custom websites for clients across WordPress, Squarespace, and GHL platforms. Covers discovery through launch and handoff, ensuring SEO-optimized, lead-generation-focused websites that serve as the foundation for organic local SEO.

Why Website Builds Matter:

• Website is the hub for all SEO: on-page optimization, schema markup, technical SEO
• Website controls local search appearance (title tags, meta descriptions, LocalBusiness schema)
• Website drives leads (contact forms, calls, bookings, live chat)
• Custom build ensures brand alignment and feature-specific implementation
• GBP Specialist can work in parallel (P2 GBP work doesn’t wait for site launch)

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Scope Decision: Is Website Build in Scope?

During onboarding, CSM determines:

• Scope A: GBP + Content + Citations only (no website work) — SEO Only
• Scope B: GBP + Website + Content + Citations (includes website build) — SEO + Site Build

This SOP applies to Scope B clients. Confirm in client contract and onboarding ticket.

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Section 1: Design Intake Meeting & Discovery (Week 1)

Trigger

• New website build sold in P0 onboarding (Scope B), OR
• Existing client with outdated/broken website needs replacement

Owner & Responsibilities

• Website Specialist: Lead design intake meeting, document design direction, identify imagery gaps, flag risks early
• CSM: Schedule call, manage client communication, gather initial requirements
• SEO Specialist: Technical requirements input, platform recommendation

Design Intake Meeting Framework

The design intake meeting is a critical alignment gate that reduces revisions and sets up the build for success. This happens after initial discovery (Step 1 below) and before design work begins.

How to Frame the Meeting

Open the meeting by reinforcing its purpose:

• This is a design alignment session, not another data collection call
• The client has already done the prep work (initial discovery)
• The goal is to confirm direction before design decisions are made
• Decisions made here directly reduce revision cycles later

Make it clear:

• You are NOT designing live in this meeting
• You are translating their inputs into a build plan
• This meeting locks alignment on design direction

Review Inspiration Websites (Core Agenda)

Ask the client to walk you through each inspiration website they provided:

• What specifically do they like? (layout, color, spacing, imagery, typography, overall feel)
• What should NOT be replicated? (common mistakes to avoid)
• Is the feel clean, modern, professional, playful, corporate, etc.?

Listen for:

• Patterns across multiple examples
• Consistency in preferences
• Any contradictions that need resolution

Designer responsibilities:

• Call out similarities across references
• Identify a dominant design direction
• Translate vague feedback into concrete traits
  • Example: “clean and modern” → spacing, minimal color palette, strong imagery
• Do NOT accept surface-level answers without clarification

Confirm Features & Functional Needs

Review the features the client already identified:

• Client portals
• External tool integrations (Calendly, Typeform, etc.)
• Special integrations (phone tracking, chat, appointment booking)

Confirm:

• What is required at launch? (must-haves)
• What can be phased later? (nice-to-haves)

Discuss optional ideas:

• Visual effects and animations
• Interactive elements
• Hover states and animations

Your role is to:

• Validate feasibility (what’s realistic in WordPress/Squarespace/GHL)
• Set expectations (this takes dev time and can add cost)
• Avoid overpromising

Imagery Conversation (CRITICAL)

This must be intentionally addressed in every meeting. Assume the client underestimates how important imagery is.

Show examples of:

• Websites with strong, professional imagery (high trust, high conversion)
• Websites with weak or generic imagery (low credibility)

Walk them through:

• How good imagery elevates even simple designs
• How bad imagery kills credibility regardless of layout
• How visuals sell before copy is even read

Strong recommendation:

• Hire a professional photographer
• Capture real projects, real people, real work
• This is one of the highest ROI investments they can make

Explain impact:

• Higher trust and conversion rates
• Stronger Google Business Profile appearance
• Stronger brand perception across all platforms
• Long-term asset (reusable for 2-3 years)

Position this as:

• Not an expense, but an investment
• One-time cost, ongoing benefit
• A cornerstone of the overall brand

Set Visual Expectations

Reinforce:

• Design quality is capped by asset quality
• Stock imagery has limits (looks generic)
• Real photos outperform almost every time
• Professional photography is an investment that pays back

This prevents:

• Design frustration later
• Endless revision cycles
• Unrealistic expectations about what design can achieve

Decision-Maker Alignment Check

Before closing, explicitly confirm:

• All decision-makers are present and in agreement
• Everyone understands this meeting sets the design direction
• Feedback after this point will be consolidated (not constant live feedback)

If hesitation or disagreement:

• Pause and resolve it now
• Do not push forward with misalignment

Close the Meeting

Recap:

• The agreed design direction
• Feature priorities (must-have vs. nice-to-have)
• Imagery expectations and recommendations
• Next steps and timeline

Make sure the client feels:

• Heard
• Understood
• Confident in the direction

Post-Meeting Website Specialist Responsibilities

After the call:

1. Document the design direction:

   • Create a design direction document (1-2 pages)
   • Include: brand colors, typography, layout preferences, feature list, imagery recommendations
   • Screenshot and link inspiration websites for reference
   • Save to Task Tracker project folder

2. Note any imagery gaps:

   • Identify what photography is needed
   • Recommend professional photographer if not already planned
   • Document in design direction document

3. Flag risks early:

   • Domain not registered yet? Flag to CSM
   • Key decision-maker not on call? Note and flag
   • Unrealistic timeline? Flag to CSM
   • Missing assets? Note delivery deadline needed
   • Budget concerns? Flag to CSM
   • Save risk log in Task Tracker

4. Share internal summary:

   • Send brief summary to CSM + SEO Specialist
   • Include: design direction locked, features confirmed, imagery plan, any risks flagged
   • Keep it concise (1-2 paragraphs)

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STEPS

Step 1: Initial Onboarding Discovery

1. Schedule dedicated call (not email):
   • CSM + client + optional: decision maker if different person
2. Discuss business goals:
   • Primary goal: Lead generation, e-commerce, brand awareness, booking?
   • Success metrics: X leads/month, X bookings/month?
   • Timeline goals: Launch by X date?
3. Understand current situation:
   • Do they have existing website? If yes, what’s working/not working?
   • What’s ranking currently? (Local Dominator data if available)
   • Current traffic and leads?
4. Audience & competitors:
   • Who is target customer?
   • What are top 3 competitor websites?
   • Any competitor features they like?
5. Brand & preferences:
   • Brand colors, fonts, style (modern, minimalist, traditional)?
   • Logo file (request high-res PNG or AI file)
   • Existing brand guidelines (request PDF)
   • Visual inspiration (Pinterest board, example websites)
6. Technical questions:
   • Current domain (keep or register new)?
   • Email hosting needed?
   • Phone integration needed?
   • Lead tracking/CRM needed?
7. Budget & timeline:
   • Budget available for website build?
   • Deadline for launch?
   • Content ready or do we need to write it?
8. Document in Task Tracker: Create project ticket with all discovery notes

Step 2: Platform Selection (SEO Specialist + CSM)

1. Evaluate platform options:
   • WordPress: Full control, best for SEO, requires hosting
   • Squarespace: Hosted, limited SEO control, good design tools
   • GHL: CRM + website, good for lead tracking, limited SEO
2. Recommendation criteria:
   • High SEO priority + custom needs → WordPress
   • Design-first + limited budget → Squarespace
   • Lead tracking critical → GHL
   • Hybrid needs → WordPress + GHL
3. Document decision in Task Tracker

Step 3: Content Inventory & Asset Collection

1. If existing website:
   • Request export of pages, content, images
   • Review what’s good (reuse) vs. poor (rewrite)
   • Identify content gaps (new keywords to target)
2. If no existing website:
   • Worksheet: “What information should be on your website?”
   • Services/products offered
   • Team bios and photos
   • Testimonials and case studies
   • FAQs
3. Collect assets:
   • Business photos (team, work, office)
   • Logo files (PNG, AI, PDF)
   • Brand color codes (hex)
   • Brand fonts (if custom)

Step 4: Content Creation Plan

1. Determine content ownership:
   • What content exists? (reuse)
   • What needs to be written? (new)
   • Who writes it? (client, GBP Specialist, copywriter)
   • Timeline for delivery
2. Service/Product Pages:
   • How many service pages needed?
   • Keyword targets for each?
   • Testimonials available for each?
3. Blog Strategy:
   • Will we publish blogs?
   • Cadence (2-4/month)?
   • Integration into site structure?

QC Checklist — Discovery

• Discovery call completed with all stakeholders
• Business goals documented
• Platform selection approved by CSM + client
• Content inventory completed
• Assets collected (logo, photos, colors, fonts)
• Budget and timeline confirmed
• Scope (A/B/C) documented in Task Tracker

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Section 2: WordPress Plugin Stack Configuration (Week 1-2)

Trigger

Platform selected is WordPress, technical setup phase beginning.

Owner & Responsibilities

• Website Specialist: Install all plugins per stack, configure each one
• SEO Specialist: Provide technical blueprint for SEO setup

Required Plugin Stack for All Custom WordPress Builds

The philosophy is lean by default. Fewer plugins = less risk and bloat. Only install what’s necessary.

Core Plugins (Install on All Builds)

1. All-in-One WP Migration

• Purpose: Backups and site migrations
• Also install: Google Drive extension (download link in legacy SOP)
• Timeline: Install at build start (even if not immediately needed)
• Configuration: See Section below “All-in-One WP Migration – Google Drive Backup Setup”

2. Duplicate Page

• Purpose: Quickly clone pages during development
• No special configuration needed
• Saves time when building multiple similar pages

3. Easy Updates Manager

• Purpose: Controls all WordPress, plugin, and theme updates
• Configuration: See Section below “Easy Updates Manager Configuration”
• Ensures controlled, safe updates (no auto-updates of incompatible plugins)

4. Elementor

• Purpose: Primary page builder
• Pro version required (must be connected to Tekton Growth Elementor Pro license)
• Required for full feature set, updates, and security patches

5. Elementor Pro

• Must be connected to Tekton Growth’s Elementor Pro license
• Provides: advanced widgets, theme builder, dynamic content, marketing automations
• Non-negotiable for custom builds

6. Really Simple Security

• Purpose: Basic security hardening
• Setup: Run the setup wizard, leave default settings
• No additional configuration needed

7. Royal Elementor Addons

• Purpose: Expands Elementor’s widget library
• Used for: Theme Builder (headers/footers), advanced elements
• No configuration needed (works with Elementor automatically)

8. Unlimited Elements for Elementor

• Purpose: Additional widget library to supplement Royal Addons
• Provides: Extra design options and components
• Complements Royal Addons (both recommended together)

9. WP Optimize

• Purpose: Cache clearing during development
• CRITICAL: This must be disabled or deleted once the site goes live
• Known CSS issues on live sites (why it must be removed)
• Post-launch: Use GoHighLevel’s built-in cache clearing instead (if GHL)

10. WPCode Lite

• Purpose: Code snippets and tracking script injection
• CRITICAL: Do not place tracking code in theme files (use WPCode instead)
• Theme files do not support HTML properly
• Used for: GA4, Google Tag Manager, GSC verification, OTTO Pixel, etc.

11. Yoast SEO

• Purpose: Metadata and basic SEO setup
• Provides: Title tag, meta description, focus keyword management
• Configure: Readability analysis on (helps with content quality)

Plugin Installation Checklist

• All-in-One WP Migration (+ Google Drive extension)
• Duplicate Page
• Easy Updates Manager
• Elementor
• Elementor Pro (connected to Tekton Growth license)
• Really Simple Security (setup wizard completed)
• Royal Elementor Addons
• Unlimited Elements for Elementor
• WP Optimize (development only, will be removed)
• WPCode Lite
• Yoast SEO
• Astra Child Theme (uploaded and activated)

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Section 3: All-in-One WP Migration – Google Drive Backup Setup

Trigger

All-in-One WP Migration plugin installed.

Owner & Responsibilities

• Website Specialist: Configure backup system
• Pre-requisite: Logged into tektongrowth Gmail account before starting

Initial Setup

STEPS:

1. Log into the tektongrowth Gmail account (critical — all backups tied to this account)
2. Go to: All-in-One WP Migration → Google Drive Settings
3. Choose App Folder Access
4. Link the Google Drive account and grant full access
5. Return to WordPress

Google Drive Folder Structure

1. Navigate to the client’s folder in Google Drive
2. Inside the client folder, create a subfolder named: [Client Name] - Website Backups
3. All backups for that client must live inside this folder

Backup Configuration Settings

Configure these settings in All-in-One WP Migration:

• Backup frequency: Monthly (automated)
• Disable: Connect via SSL (leave unchecked)
• Enable: Incremental Backups (reduces file sizes)
• Destination folder:
  • Do NOT use the auto-generated URL folder
  • Manually select the client’s Website Backups folder from Google Drive
• Notifications:
  • Enable email notifications for success AND failure
  • Use the Tekton Growth admin email (not client email)
• Retention rules:
  • Keep 2 most recent backups
  • Remove backups older than 65 days
• Security:
  • Lock the Google Drive settings page to Tekton Growth only
  • Prevent client or third-party access to backup settings

Once saved, backups will run automatically every month. Verify first backup completed successfully.

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Section 4: Easy Updates Manager Configuration

Trigger

Easy Updates Manager plugin installed.

Owner & Responsibilities

• Website Specialist: Configure update settings

Update Settings

STEPS:

1. Go to Easy Updates Manager
2. Configure auto-updates:
   • WordPress Core: Enable auto-updates for all releases
   • Plugins: Enable auto-updates
   • Themes: Enable auto-updates
   • Translations: Enable auto-updates

Notifications

• Disable all notification emails EXCEPT WordPress Core
• Core updates are important and should notify the admin email
• Don’t need notifications for every plugin update
• No custom email addresses required

Blocking Updates

If a specific plugin should NOT auto-update:

1. Go to Plugins inside Easy Updates Manager
2. Locate the plugin
3. Set status to Blocked
4. This prevents auto-updates while all others update automatically

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Section 5: Theme Setup — Astra Child Theme

Trigger

All plugins installed, ready for theme setup.

Owner & Responsibilities

• Website Specialist: Download, install, and activate Astra Child Theme

Astra Child Theme (Required)

The Astra Child Theme must be used on all builds.

Download link: https://drive.google.com/file/d/1qYl62BR0XWHuzkWVHlt8EaHj-PoM0m13/view?usp=drive_link

Installation Steps

1. Go to Appearance → Themes
2. Click Add Theme → Upload Theme
3. Upload the Astra Child Theme ZIP file
4. Activate the child theme

Theme File Usage Rules

functions.php (use for):

• 301 redirects (migration from old site)
• PHP-based logic
• Global functions
• Preferred over plugins when possible

Do NOT place in theme files:

• HTML or tracking scripts
• Theme files do not support HTML properly
• Use WPCode Lite for tracking scripts instead

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Section 6: Image Standards and SEO Requirements

Trigger

Design phase ready, images being collected/prepared.

Owner & Responsibilities

• Website Specialist: Enforce image standards, name, convert, verify
• CSM: Collect images from client

File Format

• All images must be WebP
• No PNG or JPG uploads allowed on live sites
• PNG/JPG should be converted immediately after receipt

Conversion Tool

• Use squoosh.app (free, no ads, fast batch conversion)
• Supports drag-and-drop batch conversion to WebP
• Alternative: Picflow (also good for batch conversion)

Image Naming Convention

Images must be named using Tekton Growth’s SEO naming template:

Format: location_GBP-category_main-service_business-name.webp

Examples:

• austin_plumbing-services_emergency-plumbing_acme-plumbing.webp
• dallas_hvac-services_ac-repair_cool-breeze-hvac.webp
• houston_dental-services_teeth-cleaning_smile-dental.webp

Why this matters:

• Descriptive filenames help with image SEO
• Improves image search indexing
• Makes Media Library organized and searchable
• Consistent across all client sites

Upload Process

1. Convert images to WebP using squoosh.app
2. Rename files using naming convention above
3. Upload to WordPress Media Library
4. Add descriptive alt text (for accessibility and SEO)
5. Use images in page builds

Alt Text Standards

Every image must have descriptive alt text:

• Describe what’s in the image (not keyword-stuffed)
• Be specific and professional
• Example: “Emergency plumber responding to burst pipe in residential kitchen”
• Not: “plumber plumbing services Austin Texas”

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Section 7: Technical Setup & SEO Preparation (Week 1-2)

Trigger

Design direction locked, plugins configured, theme activated.

Owner & Responsibilities

• SEO Specialist: Technical architecture, SEO strategy, schema planning
• CSM: Communicate timeline and expectations to client
• Website Specialist: Execute platform configuration per SEO Specialist blueprint

STEPS

Step 1: SEO Technical Blueprint

1. SEO Specialist creates technical plan:
   • Information architecture: How are pages organized? (hierarchical structure)
   • Keyword mapping: Which keywords target which pages?
   • Internal linking strategy: How pages connect (topical clusters)
   • Schema markup: What schema will we inject? (LocalBusiness, Service, FAQSchema, BreadcrumbSchema)
   • On-page optimization: Title tags, H1s, meta descriptions template
   • Performance targets: Core Web Vitals optimization targets
2. Cloudflare Workers planning:
   • Will we need schema injection via Workers?
   • Will we need performance optimization via Workers?
3. Document in Task Tracker: Save technical blueprint as reference

Step 2: Domain & Hosting Setup

1. If new domain needed:
   • Register domain (client purchases, or we register if client prefers)
   • Ensure domain is brand-aligned and keyword-relevant if possible
2. If existing domain:
   • Verify ownership (WHOIS check)
   • Plan 301 redirects from old structure to new
3. Hosting selection (if applicable):
   • WordPress: recommend managed WP hosting (Kinsta, WP Engine, Bluehost)
   • Squarespace: automatically hosted
   • GHL: automatically hosted
4. DNS configuration:
   • Set up DNS records
   • Configure email (if needed)
   • Verify DNS propagation before launch

Step 3: Platform Environment Setup

1. WordPress:
   • Set up WordPress installation on hosting
   • Install essential plugins: Rank Math (SEO), WP Fastest Cache, Cloudflare integration
   • Configure basic settings (site title, tagline, reading settings, permalink structure)
2. Squarespace:
   • Create site in Squarespace
   • Configure domain settings
   • Install apps: scheduling, forms, email marketing (if needed)
3. GHL:
   • Create GHL account and site
   • Configure domain settings
   • Set up CRM and lead tracking

Step 4: Analytics & Tracking Setup

1. Google Analytics 4:
   • Create GA4 property
   • Install GA4 code (via Google Tag Manager or plugin)
   • Set up conversion tracking (form submissions, phone clicks)
2. Google Search Console:
   • Add property
   • Add sitemaps (XML sitemap)
   • Verify ownership
3. GHL Integration (if applicable):
   • Connect GHL CRM to site
   • Set up lead capture forms
   • Enable call tracking

QC Checklist — Technical Setup

• SEO technical blueprint created and approved
• Domain registered or verified (ownership confirmed)
• Hosting set up and verified
• Platform environment created and configured
• DNS configured correctly
• GA4 property created and code installed
• GSC property created and verified
• Tracking and forms tested
• GBP Specialist has begun parallel P2 work

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Section 3: Design & Content Development (Week 2-4)

Trigger

Technical setup complete, platform ready for content.

Owner & Responsibilities

• CSM/Designer: Website design (layout, visual hierarchy, brand implementation)
• GBP Specialist: Content creation assistance, asset organization
• SEO Specialist: Monitor content for SEO best practices (not write, but review)
• GBP Specialist: Continuing P2 GBP work in parallel

STEPS

Step 1: Website Design & Layout

1. Create site structure (information architecture):
   • Homepage
   • Service/Product pages (1 per main offering)
   • About page
   • Team page (if applicable)
   • Blog/resources section (if applicable)
   • Contact page
   • FAQ page (if needed)
   • Location pages (if multi-location)
2. Design system:
   • Apply brand colors, fonts, logo
   • Create consistent layout templates
   • Ensure mobile-responsive design
   • Plan CTAs (call-to-action buttons)
3. User experience:
   • Clear navigation (main menu, footer menu)
   • Prominent contact methods (phone, form, chat)
   • Easy booking/quote flows (if applicable)
   • Trust signals (badges, testimonials, reviews)

Step 2: Homepage Content Development

1. Homepage structure:
   • Hero section: Clear headline + subheadline + main CTA
   • Value proposition: Why choose this business?
   • Services/features overview: Quick scan of main offerings
   • Social proof: Reviews, testimonials, stats
   • Call-to-action: Clear path to contact/book
2. Content creation:
   • Use Claude Code to draft homepage copy
   • SEO Specialist reviews for keyword relevance
   • Client provides feedback and approves
   • GBP Specialist publishes to site
3. Hero headline best practices:
   • Include primary keyword if natural
   • Clear benefit (not just business name)
   • Example: “Emergency Plumbing in Austin, TX — 24/7 Response” (not just “ABC Plumbing”)

Step 3: Service/Product Pages

1. Per-service page structure:
   • Service name (H1)
   • Service overview (2-3 sentences explaining what it is)
   • Why choose us for this service (unique value prop)
   • How it works (steps or process)
   • Testimonials/case studies specific to service
   • FAQ specific to service
   • Clear CTA (book, quote, call)
   • Local modifiers (if applicable: “In Austin”, “Serving Dallas”)
2. Content creation:
   • Use Claude Code + SEO Specialist to create drafts
   • Target 1 primary keyword per page + 2-3 LSI keywords
   • 300-800 words typical (not too short, not too long)
   • Include internal links to related pages
3. SEO optimization:
   • Title tag: Include keyword naturally (50-60 chars)
   • Meta description: Include keyword, compelling CTA (150-160 chars)
   • H1: Keyword-rich (only one H1 per page)
   • H2s: Subheadings with semantic keywords
   • Bold/emphasis: Highlight key points

Step 4: About & Team Pages

1. About page:
   • Company story: How you started, why you do this
   • Mission/values: What you stand for
   • Experience: Years in business, credentials, certifications
   • Trust signals: Awards, partnerships, affiliations
   • Photo: Founder/team photo (humanize the business)
   • Local emphasis: “Serving [City] for [X] years”
2. Team page (if applicable):
   • Individual team member bios
   • Photos
   • Specialties
   • Social links (LinkedIn, etc.)

Step 5: Contact/Lead Capture Pages

1. Contact page options:
   • Contact form (name, email, message, service type, phone)
   • Phone number (prominent, clickable)
   • Email address
   • Office/service hours
   • Map/address (if physical location)
   • Live chat (if using)
2. Forms best practices:
   • Keep it short (name, email, phone, message)
   • Don’t ask for unnecessary info (reduces conversion)
   • Clear CTA button (“Submit”, “Get Quote”, “Schedule Now”)
   • Confirmation message after submission
   • Integration with CRM/email (GHL, email service, Zapier)
3. Phone tracking:
   • If using GHL: set up phone tracking
   • If using other: consider Click2Call widget
   • Log calls for attribution

QC Checklist — Design & Content

• Site structure/IA finalized and implemented
• Homepage content written, reviewed, published
• Service pages created (1 per main offering)
• About and team pages complete
• Contact/lead capture forms created and tested
• All images optimized and properly sized
• Brand consistency verified throughout
• Mobile responsiveness tested
• Internal linking planned and implemented
• All content approved by client

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Section 4: SEO Optimization & Technical Preparation (Week 4)

Trigger

Content published, site structure complete, ready for technical deployment.

Owner & Responsibilities

• SEO Specialist: Technical SEO, schema markup, on-page optimization
• CSM: Timeline communication to client
• GBP Specialist: Finalizing parallel P2 work for launch day

CRITICAL: Content Publishing & On-Page Optimization Held Until Launch

Important: Do NOT optimize on-page content or deploy technical SEO until site launches. Why?

• On-page optimization (keywords, H1s, title tags) should be live when we announce the site
• Google needs to crawl the live site to index optimized content
• We hold content strategy and technical optimization until 48-hour pre-launch window

STEPS

Step 1: Pre-Launch Technical Audit

1. SEO Specialist conducts on-site audit:
   • Broken links check (all links working)
   • Mobile responsiveness check (test on real devices)
   • Core Web Vitals check (Lighthouse score)
   • Images optimized (correct size, alt text, compression)
   • XML sitemap created and accessible
   • Robots.txt configured correctly
   • Site speed tested (target: <3 seconds)
2. Fix any issues found before launch

Step 2: Schema Markup Preparation (Not Deployed Yet)

1. SEO Specialist prepares schema:
   • LocalBusiness: Core business info (name, address, phone, hours)
   • Service: Schema for each service/product offering
   • FAQSchema: For FAQ section
   • BreadcrumbSchema: For navigation structure
   • ReviewAggregateSchema: For reviews/testimonials
2. Schema code prepared and tested (in local environment or staging)
3. Deployment plan created: When and how to deploy

Step 3: Content Queue Preparation

1. SEO Specialist creates content optimization queue:
   • Blog post topics for next 3 months
   • Title tags and meta descriptions for each
   • Internal linking map
   • Keyword targets for each piece
2. Queue uploaded to Task Tracker (ready to deploy post-launch)
3. GA4 and GSC goals configured (ready for measurement)

Step 4: Website Revision Workflow

Revisions are inevitable during the build process. The key is managing them systematically to avoid scope creep and endless feedback cycles.

Revision Request Process:

1. Client provides feedback:

   • Client submits revision requests in Task Tracker
   • Requests include: specific page, what to change, what they want instead

2. Website Specialist batches revisions:

   • Do NOT implement changes one-by-one
   • Collect all revision requests for 1-2 days
   • Group by page (all homepage revisions together, all service page revisions together)
   • Assess scope of each change (quick fix vs. significant redesign)

3. Scope assessment:

   • Quick fix (typo, color change, button text): Implement immediately
   • Significant redesign (layout change, section removal, new feature): Flag to CSM for scope discussion
   • Out-of-scope: If change requires significant additional work, discuss cost/timeline impact with client via CSM

4. Implement batched revisions:

   • Make all changes at once (not piecemeal)
   • Test all changes together (ensure they work as group)
   • Take screenshot evidence of changes

5. Present changes to CSM:

   • Show before/after screenshots
   • Document what was changed and why
   • Request CSM approval before showing client

6. Client approval:

   • CSM shows revised pages to client
   • Client confirms changes are correct
   • If approved, move to QA
   • If more revisions needed, go back to step 1 (collect new batch)

Key principles:

• Batch revisions (never one-by-one)
• Assess scope (quick fix vs. major change)
• Flag scope creep immediately
• Document all decisions in Task Tracker

Managing Scope Creep

If client requests feel endless or keep changing:

1. Pause and escalate to CSM
2. CSM has conversation with client about:
   • Number of revision rounds included in contract
   • If additional revisions, what’s the cost/timeline impact
   • Need to lock design direction to move forward
3. Document decision in Task Tracker
4. Resume build with clear scope boundaries

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Step 5: Staging Site & Client Preview

1. Create staging/preview version if needed:
   • Clients see how site looks before going live
   • Test all forms, buttons, CTAs
   • Client approves before launch
2. Get final client sign-off in Task Tracker

QC Checklist — SEO Preparation

• Pre-launch technical audit completed
• All broken links fixed
• Mobile responsiveness verified
• Core Web Vitals acceptable (Lighthouse >90)
• Images optimized with alt text
• XML sitemap created and tested
• Schema markup prepared (not deployed)
• Content queue prepared with keyword targets
• Analytics and tracking verified working
• Client final sign-off obtained

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Section 5: Launch & Post-Launch Deployment (Day 0-7)

Trigger

Site complete, optimized, tested, client approved.

Owner & Responsibilities

• CSM: Client communication, launch coordination
• SEO Specialist: Technical deployment, schema injection, monitoring
• GBP Specialist: GBP launch activities

CRITICAL: Launch Window is 48 Hours

Timeline:

• Day -1 (Pre-launch): Deploy schema, final testing
• Day 0 (Launch day): Site goes live, GBP updated, backlink outreach starts
• Day +1-7 (Post-launch): Monitor, troubleshoot, begin content queue deployment

STEPS

Step 1: 48-Hour Pre-Launch Window (Day -2 to Day -1)

This is the final integration and verification phase before going live. All technical setup, tracking, DNS, and backup configuration happens here.

Website Specialist:

1. Install all tracking scripts (see tracking-scripts.md):

   • GA4 Measurement ID in WPCode Header
   • Google Tag Manager script in Header
   • GSC verification tag in Header
   • OTTO Pixel (correct method per platform)
   • Any other tracking codes required

2. Verify all scripts:

   • Right-click → View Page Source (Ctrl+U)
   • Search for each tracking code
   • Confirm all scripts present
   • Check browser console for errors

3. Configure backups:

   • Verify All-in-One WP Migration to Google Drive is set up
   • Check Google Drive backup folder exists and is locked
   • Run a test backup
   • Verify backup appears in Google Drive
   • Test restore process (restore backup to staging to confirm it works)

4. Final QA pass:

   • Run full QA checklist from website-qa.md
   • Test all links on all pages
   • Test all forms
   • Verify mobile responsiveness
   • Check spelling and grammar
   • Test on multiple devices/browsers

5. Prepare DNS/SSL:

   • If migrating from old site: prepare 301 redirects in .htaccess or WordPress
   • Verify SSL certificate will be valid on launch day
   • Test domain pointing to new hosting
   • Have DNS records ready to update

6. Prepare for WP Optimize removal:

   • Disable WP Optimize plugin
   • Verify site still functions properly without it
   • Plan for cache clearing post-launch

SEO Specialist:

1. Deploy schema markup (via Cloudflare Workers or on-page):

   • LocalBusiness schema for business info
   • Service schema for each service page
   • FAQSchema for FAQ section
   • BreadcrumbSchema for navigation
   • Test in Google Rich Results test: https://search.google.com/test/rich-results
   • Verify all schema appears correctly

2. Final technical optimization:

   • Title tags: Ensure keyword-rich, accurate (50-60 chars)
   • Meta descriptions: Compelling, include CTA (150-160 chars)
   • H1s: One per page, keyword-rich
   • H2s: Semantic keywords, good structure
   • Internal links: Verify all working, strategic placement
   • Images: Verify alt text correct

3. Configure GSC:

   • Verify GSC verification tag installed on site
   • Submit XML sitemap
   • Request indexing for critical pages

4. Configure GA4:

   • Verify GA4 tracking code live
   • Test real-time tracking (visit site, check GA4)
   • Verify events working (form submissions, button clicks)

GBP Specialist:

1. Prepare GBP profile for launch:

   • Add website link (new site URL)
   • Verify all contact info current (phone, email, address)
   • Verify hours of operation correct
   • Add service categories (specific to client services)
   • Upload photos (service photos, team, office, before/after if applicable)
   • Write detailed service descriptions (750 characters ideal)

2. Prepare launch announcement post:

   • Create GBP post announcing new website
   • Post text ready to publish Day 0
   • Image selected and attached

CSM:

1. Brief client on launch plan:

   • Confirm launch day and time
   • Explain what will happen (site goes live, GBP updated, email sent)
   • Set expectations (site will be crawled by Google over next few days)
   • Confirm client contact info for any Day 0 issues

2. Confirm all stakeholder availability Day 0:

   • Website Specialist available to troubleshoot
   • SEO Specialist available for technical issues
   • CSM available to communicate with client
   • GBP Specialist ready to publish announcement

Step 2: Launch Day (Day 0)

The launch window is typically 48 hours (Day -1 to Day 0). Site goes live on Day 0 morning and all systems are verified by end of day.

Website Specialist:

1. Confirm site is live:

   • Go to live domain URL
   • Verify site loads without errors
   • Verify all pages accessible
   • Verify no staging/development indicators visible

2. Verify tracking is live:

   • Right-click → View Page Source (Ctrl+U)
   • Verify all tracking scripts present (GA4, GTM, GSC, OTTO)
   • Check browser console for any errors
   • Wait 5-10 minutes, then check GA4 real-time dashboard for traffic

3. Verify backup system is working:

   • Check Google Drive for successful backup after launch
   • Confirm backup retention settings saved

4. Remove WP Optimize immediately:

   • Go to WordPress Plugins
   • Deactivate WP Optimize
   • Delete WP Optimize plugin
   • Clear any remaining cache
   • Verify site still loads normally

5. Verify DNS is correct:

   • Check domain is pointing to correct hosting
   • Check SSL certificate is valid and live
   • Verify green lock icon in browser

6. Log launch completion:

   • Create Task Tracker note documenting launch time
   • Screenshot website homepage
   • Note any issues encountered
   • Confirm all systems verified

SEO Specialist:

1. Verify site is live and accessible:

   • Go to live URL, confirm it loads
   • Verify all pages accessible (test 3-5 pages)

2. Verify schema is live:

   • Right-click → View Page Source (Ctrl+U)
   • Search for “ld+json” or “schema”
   • Confirm LocalBusiness, Service, and other schema present
   • Use Google Rich Results test to verify schema is valid

3. Verify GA4 tracking is working:

   • Go to GA4 dashboard
   • Go to real-time report
   • Visit the website from different device
   • Within 1 minute, you should see page view appear in real-time
   • If not appearing, troubleshoot (see tracking-scripts.md)

4. Monitor for errors:

   • Check Google Search Console for crawl errors
   • Check browser console for JavaScript errors
   • Monitor site for Day 1-7 (see Post-Launch Monitoring below)

GBP Specialist:

1. Update GBP with new website link:

   • Go to GBP profile (Search Atlas or Google My Business)
   • Update website URL to new site
   • Save changes

2. Publish launch announcement post:

   • Go to Search Atlas
   • Publish pre-written GBP post announcing new website
   • Include launch time and link to new site
   • Attach high-quality image
   • Schedule for 11am-2pm local time (if not publishing immediately)

3. Upload new photos to GBP:

   • Go to GBP photo section
   • Upload service photos, team photos, office photos
   • Organize into albums (service, team, office, before/after, etc.)

CSM:

1. Announce to client: “Your site is live!”

   • Send email or Task Tracker message to client
   • Include live site URL
   • Confirm all systems working
   • Ask client to verify site displays correctly on their devices

2. Request client share on social media (if applicable):

   • Ask client to share new site with their followers
   • Provide a suggested post/announcement text
   • Encourage likes and shares to boost initial traffic

3. Document launch in Task Tracker:

   • Record launch date and time
   • Note any issues encountered during launch
   • Document client confirmation of live site
   • Note any next-step communications

Backlink & Citation Outreach:

1. Begin outreach to relevant local directories:

   • Use BrightLocal to update citations with new URL
   • Update high-priority directories immediately (Google, Apple Maps, Yelp, Facebook, BBB)
   • Begin outreach to industry-specific directories

2. Begin backlink outreach:

   • Reach out to relevant industry sites for backlinks
   • Contact local partnerships and community sites
   • Share new site with media/press contacts if applicable

3. Update citations to new site URL:

   • Coordinate with GBP Specialist on citation updates
   • Prioritize high-authority local directories
   • Verify NAP consistency (Name, Address, Phone identical everywhere)

Step 3: Post-Launch Monitoring (Days 1-7)

Website Specialist (first 24 hours):

1. Monitor for critical errors:

   • Check website multiple times for broken pages, errors, or unusual behavior
   • Test all forms (confirm submissions being captured)
   • Verify tracking codes still live
   • Check for any error messages visible to users

2. Respond to any client-reported issues:

   • If client reports problem: respond within 1 hour
   • Troubleshoot and fix (or escalate immediately)
   • Confirm fix with client

3. Verify backup is still running:

   • Check that post-launch backup completed
   • Verify backup in Google Drive

4. Monitor GoHighLevel cache (if GHL-hosted):

   • If GoHighLevel-hosted WordPress: clear cache after launch
   • Check GoHighLevel documentation for cache clearing instructions
   • Verify cleared cache doesn’t break site

SEO Specialist (daily check-in, Days 1-7):

1. Check GSC for indexing:

   • Are new pages being indexed? (may take 24-72 hours)
   • Any crawl errors appearing?
   • Click-through rate data coming in?

2. Monitor Core Web Vitals:

   • Check actual field data in GSC (not just Lighthouse lab scores)
   • Is speed holding up under live traffic?
   • Any CWV degradation?

3. Monitor GA4:

   • Is traffic coming in? (expect some initial spike)
   • Is conversion tracking working? (form submissions, calls, etc.)
   • Bounce rate reasonable? (typically 50-70% for new sites)
   • Where is traffic coming from? (direct, organic, GBP, etc.)

4. Monitor schema indexing:

   • Check Google Rich Results test for schema status
   • Verify LocalBusiness schema appearing in search results

5. Fix any immediate issues:

   • If Core Web Vitals failing: escalate to Website Specialist for optimization
   • If forms not capturing: troubleshoot integration
   • If tracking failing: escalate and troubleshoot (see tracking-scripts.md)

CSM:

1. Monitor client feedback:

   • Check Task Tracker for any client messages
   • Respond within 24 hours to all client inquiries

2. Ensure no critical issues reported:

   • Verify client confirms website is working
   • Ask client to test forms and key features
   • Ask client to share site on social media (if not done Day 0)

3. Escalate technical issues to SEO Specialist:

   • If client reports broken pages, forms not working, or errors
   • CSM escalates immediately to SEO Specialist with details

Step 4: Content Queue Deployment Begins (Day 3+)

SEO Specialist:

1. Begin deploying content queue (blog posts, optimized pages):

   • Use content queue prepared pre-launch
   • Deploy 1-2 pages per week (manageable cadence)
   • Prioritize high-conversion keywords first

2. Use live URLs in outreach and citations:

   • Share new site with backlink prospects
   • Update all citations with new site URL

3. Monitor ranking for target keywords:

   • Use Local Dominator for keyword tracking
   • Check Search Console for initial impressions and clicks
   • Expect rankings to take 2-4 weeks to show

4. Adjust strategy based on initial performance:

   • Monitor Core Web Vitals (adjust if needed)
   • Monitor bounce rate and time-on-page
   • Adjust content strategy if needed based on early performance data

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Section 8: 1Click AI Website Finalization Process

Trigger

Client opted for 1Click AI template site instead of custom build (or as faster alternative).

Owner & Responsibilities

• Website Specialist: Finalize AI-generated site for launch
• CSM: Manage client expectations on AI generation quality
• SEO Specialist: Provide SEO direction for global setup

Overview

1Click AI generates basic website structures quickly but requires significant finalization before they’re launch-ready. Jakob has documented the full finalization process in 7 Loom videos (see legacy reference). The process includes:

Video 1: Setting Global Identity & Editing Main Pages Video 2: Editing Sub Pages and Setting Global Styles Video 3: Adding Images, Icons and Updating Reviews Globally Video 4: Editing Buttons & Maps and Adding Meta Data Video 5: Fixing Image Bug and Setting Parent/Child Pages Video 6: Building Menus, Editing Footer, and Prep for Transfer Video 7: Migrating the Site to GoHighLevel

Key Finalization Steps (High-Level)

1. Global identity setup:

   • Set business name, address, phone globally
   • Configure business hours
   • Set color scheme and branding

2. Page editing:

   • Review all pages generated by AI
   • Edit content for accuracy and brand voice
   • Adjust layouts to match design direction

3. Add images and media:

   • Replace placeholder images with client photos
   • Add business photos, service photos, team photos
   • Optimize all images to WebP format
   • Add alt text to all images

4. Button and form configuration:

   • Edit button text and links
   • Configure contact forms
   • Set up phone click tracking
   • Test all interactive elements

5. SEO metadata:

   • Set page titles and meta descriptions
   • Add schema markup (LocalBusiness, Service)
   • Configure H1s and heading structure
   • Set up internal linking

6. Menu and navigation:

   • Build main navigation menu
   • Set up footer menu
   • Test all navigation links

7. Prepare for transfer/launch:

   • Install all required tracking scripts (see tracking-scripts.md)
   • Configure backups (if WordPress-hosted)
   • Run full QA checklist (see website-qa.md)
   • Prepare for migration to GoHighLevel (if applicable)

Critical Note on 1Click AI

1Click AI sites are faster to deploy than custom builds (2-3 weeks vs. 4-8 weeks) but still require significant finalization work. They are not “launch ready” out of the box. Budget finalization time accordingly and manage client expectations that the AI generates a starting point, not a finished product.

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QC Checklist — Launch

• Schema markup deployed and verified
• GSC sitemap submitted
• GA4 tracking verified working (see tracking-scripts.md)
• GBP updated with new site URL
• GBP launch post published
• Backlink outreach begun
• Site monitored for errors Day 1-7
• Content queue deployment scheduled
• All post-launch monitoring tasks assigned

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Section 6: Handoff to Ongoing Management

Trigger

Site live for 7 days, stable, all systems working.

Owner & Responsibilities

• SEO Specialist: Technical health, schema updates, optimization
• CSM: Client communication, content calendar management
• GBP Specialist: Ongoing GBP work (P2 continues)

STEPS

1. Update Task Tracker:
   • Mark website build as “Complete”
   • Note launch date, final URL, platform used
   • Document any custom work done
2. Create recurring tasks:
   • Monthly Core Web Vitals monitoring
   • Quarterly technical audit
   • Monthly content publishing (if applicable)
3. Archive project documentation
4. Transition to ongoing management (10-sop-client-deliverables-reporting.md)

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Cross-References

• 00-client-lifecycle-playbook.md — P0/P2 phase definitions
• 02-sop-gbp-management.md — GBP runs in parallel (P2)
• 03-sop-technical-seo.md — Technical optimization details
• 10-client-deliverables-reporting.md — What client sees monthly
• 12-ai-tool-setup.md — Claude Code for content creation
• 13-ai-prompt-library.md — Content creation prompts

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Version Control:

• v1.0 (2026-03-26): Rewritten with P0/P2 phases, GBP parallel work, 48-hour pre-launch window, content queue system
• v1.1 (2026-03-31): Added detailed design intake meeting framework, WordPress plugin stack configuration (all-in-one backup setup, easy updates manager), image naming convention (location_GBP-category_main-service_business-name.webp), website revision workflow, 48-hour pre-launch technical setup procedures, launch day detailed steps, post-launch monitoring (Days 1-7), 1Click AI finalization overview, cross-references to website-qa.md and tracking-scripts.md