How we work
Five stages. Tier-dependent timeline. Everything in writing before we build.
Foundation sites launch in 4–5 weeks. Growth in 6–8. Dominance — which includes full photography coordination — in 10–14. Honest timelines beat missed deadlines.
Timeline at a glance
Foundation · Essential build
4–5 weeks
Growth · Signature build
6–8 weeks
Dominance · Flagship build
10–14 weeks
- Foundation
- Week 1
- Growth
- Week 1
- Dominance
- Weeks 1–2
Discovery
A 90-minute kickoff to understand your studio, your ideal client, and your real competition.
Before any design or keyword work, we spend time understanding which of the four buyer archetypes — renovator-homeowner, self-builder, developer, or interior designer — makes up the majority of your current revenue, and which you want to grow into. We audit your top ten regional competitors and your three national ones. We inventory the projects you've completed in the last three years and their photography status. We ask what has and hasn't worked in the past. Without this foundation, campaigns are generic. With it, every subsequent decision has a reason behind it.
Deliverable
Written discovery document — 8–12 pages — signed off by you before we proceed.
What we need from you
- —Access to your existing website, analytics, Google Search Console, Google Ads, Google Business Profile, CRM, and email platform.
- —A 90-minute block for the kickoff call, ideally in person if geography allows.
- —10–15 reference images of kitchen studio websites whose aesthetic you admire (or explicitly dislike).
- —A three-year project list with photography status for each (ready / needs reshoot / no photos).
- —Your last 12 months of lead and revenue data — rough breakdown by source is fine.
- Foundation
- Week 2
- Growth
- Week 2
- Dominance
- Week 3
Strategy
A written strategy document that reads like a business plan, not a brochure.
From the discovery we produce a single strategy document: customer archetype focus, competitor positioning map, website information architecture, keyword map across four buckets, Google Ads campaign structure, measurement plan, and a week-by-week roadmap for the first ninety days. The strategy is the contract for what we're about to build — your signature on it is the single most important document after the master services agreement.
Deliverable
Strategy document including IA, keyword map, Ads architecture, measurement plan.
What we need from you
- —2–3 hours of review time on the draft strategy document.
- —Sign-off on the archetype focus, keyword priorities, and roadmap before we proceed to build.
- —Any existing brand guidelines, tone-of-voice notes, or photography direction we should design around.
- Foundation
- Weeks 3–4
- Growth
- Weeks 3–7
- Dominance
- Weeks 4–12 (photography Weeks 3–8 in parallel)
Build
Webflow site, new photography, SEO foundations, Ads account — in parallel.
The website is built in Webflow to editorial standards: Core Web Vitals green by default, schema markup on every page type, responsive at five breakpoints, accessibility to WCAG 2.2 AA. In parallel, we commission a proper interiors photography shoot if yours is outdated, set up tracking (GA4, Google Tag Manager, call tracking with dynamic number insertion, Microsoft Clarity), and structure the Google Ads account. Nothing launches until everything is ready — because half-built tracking is worse than none.
Deliverable
Launch-ready site, tracking stack live, Ads account structured but paused.
What we need from you
- —Approval on the photography budget (or a frank conversation if existing photography is sufficient).
- —Two rounds of content review — one on the draft copy, one on the draft design. We cap at two to keep the build on schedule.
- —Testimonial permissions from past clients you want surfaced, with full names and locations where possible.
- —A sales-process walkthrough so the site and tracking reflect how enquiries actually flow through your team.
- Foundation
- Week 5
- Growth
- Week 8
- Dominance
- Weeks 13–14
Launch
Site live, ads running, and a 30/60/90-day optimisation sprint that follows every build.
On launch day the site goes live with a redirect map preserving any existing SEO equity, the Google Ads campaigns turn on with an airtight negative keyword list built in, and Search Console and Bing Webmaster Tools are notified. We train your sales team to tag incoming enquiries by source, because this is where most kitchen studios lose attribution. Then — crucially — we don't walk away. Day 30 is our first conversion-rate-optimisation review; day 60 is an A/B test on your hero; day 90 is a full pipeline audit.
Deliverable
Site live, ads live, sales team trained, 90-day optimisation sprint in motion.
What we need from you
- —A 60–90 minute CMS training session with whoever on your team will edit content going forward.
- —A 45-minute sales-team training on lead tagging and the two-hour response SLA.
- —Approval on a launch announcement post for your socials (we write it; you approve it).
- Foundation
- Ongoing
- Growth
- Ongoing
- Dominance
- Ongoing
Retainer
Monthly rhythm: content, reporting, conversations, and relentless improvement.
Once you're live, the retainer picks up: one or two new case study pages per month as projects complete, a long-form guide answering a real buyer question, weekly Google Ads tuning, monthly SEO reports covering rankings, organic traffic, pipeline, and Google Business Profile performance, and a monthly strategy call. Quarterly business reviews. Annual renewal conversations framed as the next twelve months, not just 'sign again'. SEO is a compounding asset, not a six-week project.
Deliverable
Monthly report, monthly call, ongoing content and Ads management, quarterly review.
What we need from you
- —A 45-minute monthly strategy call with the founder or marketing lead.
- —A 90-minute quarterly business review — attended by the principal, not delegated.
- —Photographs, spec sheets, and a short written brief for each new completed project we’ll turn into a case study (typically 1–2 per month).
- —Consistent enquiry tagging by your sales team so offline conversion import keeps feeding the Ads account.
The discovery call
The twelve questions we’ll walk through on our first call.
You don’t need to have the answers ready. Half the value of the call is working out together what you know, what you assume, and what you’ve never actually written down. These are the questions we’ll run through, roughly in order.
What does a perfect customer look like? Where do they live? What do they do?
Walk me through what happens from the moment an enquiry arrives to the moment the kitchen is installed.
What’s your revenue today, and what’s your target for next year?
How many kitchens did you install last year? What was the average project value?
How does your lead flow break down by source today — best guess is fine?
What’s your enquiry-to-consultation rate? Your consultation-to-sale rate?
Who follows up new enquiries, and how fast?
Which three local competitors do you lose to most? What do they do better?
What’s your installation capacity? How many kitchens can you deliver per quarter?
If we drove double the enquiries, what would break first in your business?
What has a marketing agency done for you in the past that actually worked? What didn’t?
If we’re sitting here twelve months from now and it’s been a huge success — what’s true?
If three or four of these questions immediately made you realise something you should know but don’t, that’s not a problem — it’s the first deliverable of the engagement.