The 5-Week Lead Engine
Five weeks, and you are in four hours of them.
A written kickoff questionnaire, written notes at the wireframe and design stages, and an hour on photos and handover, all of it on your own schedule. That is the whole ask, and it is the only thing on your side that can move the timeline. If a week slips on our side, it comes off the invoice.
Chris scopes and manages the project through email. Recorded walkthroughs may accompany major review milestones, and written approval is requested before moving to the next stage. You review the materials when your schedule allows.
01
Week one
We find out what you actually sell
The written kickoff questionnaire asks what your best job of last year looked like, what your worst lead looked like, and which calls you wish you got more of. Chris reviews your answers and researches the searches homeowners in your counties use, and which competitors already answer them. The page list and fixed scope are approved in writing before production begins.
We need from you: About an hour on the written kickoff questionnaire
You end the week with
- The page list, agreed before anyone builds anything
- The searches worth ranking for, with current competition
- A fixed scope and a fixed number, both signed
02
Week two
The words come before the layout
Every page gets written first. Headlines, service copy, and the forty questions your office manager answers every week. Nothing gets designed around placeholder text, because a layout built for lorem ipsum falls apart the moment real sentences arrive. You return written feedback on the copy and wireframes, then approve the direction in writing.
We need from you: An hour of written notes on the pages
You end the week with
- Every page written and yours to edit
- The specific job-site photos we need from you
- The FAQ, drawn from questions you actually get asked
03
Week three
Design, on a phone first
You see the real pages, with the real words in them, on a phone before you see them anywhere else. Desktop comes second because your customers do not start there. Two rounds of revision are included, with feedback and approval in writing. Chris may include a recorded walkthrough so you can review the design on your own schedule.
We need from you: An hour of written notes on the design
You end the week with
- Mobile design for every page template
- Desktop design for every page template
- Two rounds of revision, included
04
Week four
Build, and the measurement goes in
The site gets built, and the tracking gets wired in: a dedicated call tracking number, form attribution on every form, analytics, and the Google Business Profile connected properly. This is the quiet week that makes month twelve provable.
We need from you: Nothing. Go and run your business.
You end the week with
- Call tracking number, live and logging by source page
- Form attribution on every form on the site
- Core Web Vitals verified on a real phone, not an emulator
05
Week five
Launch, watch, hand over
With your written approval, the site goes live. The following week is spent watching what real people actually do and fixing what the design got wrong about them. Then Chris hands over every login you own, which is all of them, with written guidance you can revisit on your own schedule.
We need from you: One hour on photos and handover
You end the week with
- Live site, with a week of post-launch fixes included
- Handover of domain, hosting, code, analytics and tracking
- The 90-day optimization reviews scheduled; monthly reporting while Signal is active
Porch Light follows the same stages in 2 weeks; Beacon extends them across 8 weeks. The five-week timeline shown above applies to Flood Light.
The rules
Four things we will not renegotiate mid-build.
Written down because a published price list is only worth something if the things that could quietly undo it are published too.
The price does not move once it is agreed
The scope is fixed at the end of week one and so is the number on the invoice. If we underestimated the work, that is our problem, and it is the only way a published price list means anything.
If a week slips on our side, it slips on our invoice
The build has exactly one dependency on your side: the four hours. If those do not arrive, the timeline moves. If we are the ones who are late, you do not pay for the delay.
Everything is registered in your name
The domain, the hosting, the analytics and the tracking numbers. Agencies that hold those hostage are managing an exit risk rather than earning a renewal.
We will tell you when the answer is not a website
Sometimes the site is fine and the problem is that nobody answers the phone after four. We would rather say that in week one than take the money and build something that cannot fix it.
Week four is the one that matters in year two
Proof cannot be retrofitted, so the measurement goes in before the site goes live.
Without call tracking and form attribution, neither side can tell whether the website produced inquiries. That is why measurement is installed before launch.
Tell Chris what your website needs.
Send your website and a few details about the business. Chris replies within one business day. The first step is a written recommendation.