The Mudball System
Your website, built to convert.
Foundation → Build → Launch → Optimize. Every phase depends on the previous one. Nothing is built before the strategy is agreed.
Phase 1
Foundation
Who you're for, what you say, how your offers are structured, and what tools you'll use. Confirmed before a single page is designed.
Phase 2
Build
Website, copy, search visibility, analytics, Google Business Profile, and email sequence. Built on approved strategy, not assumptions.
Phase 3
Launch
Every page tested on every device. Forms confirmed working, analytics live, redirects clean. Your domain, your infrastructure, yours.
Phase 4
Optimize
Monthly performance review, one conversion experiment, compounding over time. The retainer that keeps what you built earning.
Phase 1: Foundation
Nothing is assumed.
Four decisions that every page, every line of copy, and every call to action is built against.
Who the business is for and how they move from first search to paying customer. A specific picture, not a persona.
Value proposition, tagline, three message pillars, and what the brand never says. The brief every piece of copy is written against.
Which services are the entry point, the core offer, and the upgrade path. What each page asks the visitor to do.
What stays, what gets replaced, what gets removed. Confirmed before design begins, based on goals, content needs, and long-term ownership.
Built to be a clear yes. Yours to approve before Phase 2 begins.
Phase 2: Build
The full build. In the right order.
Copy before design. Design before build. Each deliverable presented before the next begins.
Every page mapped out, its purpose defined, and how it moves visitors toward a booking.
Typefaces, colours, spacing, and components, documented before a single page is built.
Target search terms identified and mapped to the pages most likely to rank for them.
All pages drafted from the approved messaging framework, written to rank and convert.
Every page built to the approved design and copy, on the platform that best fits your goals.
Tracking set up, key actions recorded, and a baseline established before launch.
Your Google Business Profile updated and aligned with the new site before launch.
Nothing moves forward until you've seen it.
Phase 3: Launch
Nothing goes live
until it's right.
Every page checked on every device. Forms working. Tracking live. Nothing left as "we'll fix it after launch."
Phase 4: Optimize
The site is live. Now it earns.
A monthly performance review and one conversion experiment. Every result, win or loss, compounds over time.
01
Review
Thirty days of data reviewed. Traffic, bookings, and the last experiment's result. What moved, the likely reason, what to watch, and one clear recommendation. Written before anything changes.
02
Hypothesise
The next experiment comes from the data. A specific written prediction: if we change this, bookings improve, because of this reason. Documented before anything is built. No exceptions.
03
Test
The change goes live and runs for a minimum of 30 days. Result documented, win or loss, with the evidence. Either way, the understanding of this business deepens. The next experiment gets better.