Playbooks
How we build and grow websites, one phase per playbook. Each one is a blueprint: the steps, the order and the templates, written so any team can run them. Start with Playbook 0 for the method, then copy any part you need.
Playbook 0: How we build websites in the AI era
The four phases every website goes through, and the principles that fix their order
Playbook 1: Kickoff and baseline
A kickoff questionnaire you can send as is, and a record of the old site saved before anything changes
Playbook 2: Keyword research that survives the results page
A keyword list checked against every results page, split into terms to commit to and terms to work toward
Playbook 3: The sitemap, one page and one job
A sitemap in which every page has a URL, a keyword, an audience and a one-sentence job
Playbook 4: Design and build for people and machines
A site buyers can judge in seconds and AI crawlers can read in full
Playbook 5: Launch day and the first month
A launch where every number you report on is counted correctly from the first visit
Playbook 6: Growth, what one month of work looks like
One real month of Growth work: what we found, what we fixed and what the numbers did
