How it works
See the full process before you start it.
Every step documented. Because the right customer for this engagement has been through enough vague proposals to want to see the process before they start it.
The process
Five steps. Nothing skipped. Nothing built before the previous step is approved.
Signal Call
A 30-minute call followed by a written audit report. I review your site and search presence across 16 touchpoints and send you one specific finding and one recommendation within 3 business days. Yours to keep, no obligation. If the findings don't warrant a full engagement, I'll say so.
Foundation
The strategy phase. Who you're targeting, messaging, offer structure, and tech stack, all decided together in working sessions before a single page is designed. You approve the full strategy document before Build begins.
Build
Seven deliverables in sequence: site architecture, design, SEO research, copy, build, analytics, Google Business Profile. Each requires your approval before the next begins. The order isn't arbitrary. Each deliverable depends on the one before it.
Launch
Pre-launch checklist. QA on every device and browser. Forms tested end-to-end. Analytics confirmed in production, not just configured, verified live. DNS cutover only when every item is green. No "we'll fix it after."
Optimize
The optional monthly retainer. One performance memo and one documented experiment per month, building a clearer picture of your site over time. Available after any Mudball service. No lock-in, no minimum term.
The strategy is built together. Not handed to you.
You'll review and approve at every phase gate. The working sessions need you to bring what only you know: who you want to work with, what you'd turn down, and what makes your business different. The framework is mine. The knowledge is yours.
Everything produced is yours. Strategy documents, the site, the codebase, the copy, transferred at the end of each phase. No proprietary platform, no lock-in. The work is designed to run without me.
What comes next
The System is the foundation. These services build on it.
Site live, strategy documented, analytics confirmed. The next questions are about growth, retention, and compounding. None require starting over.
Customers are coming in. Build the systems that handle everything that follows, so they run without you.
The site is converting. Paid search puts it in front of people ready to book, faster.
The customers you've earned are the easiest to keep. Retention builds the systems that make that happen automatically.
Organic search compounds over time. Content accelerates it, built for your audience and designed to keep earning after the engagement ends.