Workflow
How I work
Every project follows the same stages. Each one ends with something you can see and approve, and nothing moves on until you do.
- 01
One goal, measured
We agree the one thing visitors should do (call, book, enquire or buy), note today's number, and I report against it.
- 02
One point of contact
You deal with me directly, from the first call through to launch and beyond.
- 03
Clear checkpoints
Nothing moves to the next stage until the current one is approved.
- 04
Weekly updates
During the build, with a link to see the work in progress.
- 05
Two revision rounds per stage
Enough to get it right, without the project dragging on.
- 06
No lock-in
The domain, content and design belong to you. Everything is documented and can be handed over.
The stages
- 00
Discovery call
A free conversation to understand the business, what is stopping more customers getting in touch, and whether we are a good fit.
What I do
- Learn about the business, its customers and goals
- Agree the goal action: the one thing visitors should do (call, book, enquire or buy), and how many happen today
- Find out what is frustrating about the current website or systems
- Identify quick wins and bigger opportunities
- Recommend the right build and ongoing support
What I need from you
- Your current website link (if you have one)
- Two or three websites you like, and why
- Roughly how many calls, bookings or enquiries you get a month
You receiveA proposal built around your goal: what is holding it back, how the new site fixes it, how we will measure it, plus scope.
CheckpointYou accept the proposal and the project is booked in.
- 01
Audit & strategy
Before anything is designed, I find out what you have, what is broken, and what your customers need.
What I do
- Business & audience: who the customers are, what they search for, why they choose you
- Competitor review: what local competitors do well, and where you can stand out
- Site audit: speed, mobile, accessibility, SEO health, broken links
- Security & systems check: outdated software, hosting, SSL, backups, exposed logins
- Lead & conversion review: where enquiries come from, and where visitors drop off
- Content inventory, features plan, URL map, sitemap and user journeys
What I need from you
- Access to your current website, hosting and domain (or who manages them)
- Google Analytics / Search Console access, if you have it
- Your services, prices and common customer questions
- Existing logos, photos and brochures
- Tools you already use (booking, email, accounting, CRM)
You receiveAn Audit & Strategy Report: findings, priorities, sitemap, feature list and project plan.
CheckpointYou approve the sitemap and feature list.
- 02
Brand & design
A website should look as professional as the business behind it. If the brand needs a refresh, it happens here.
What I do
- Brand refresh (if needed): logo, colours, typography and icon style
- Brand pack: logo files for web, print and social, plus simple guidelines
- Copywriting: clear, persuasive page copy written from your information
- Wireframes and polished desktop and mobile designs
- A clickable prototype of the path from a Google search to your goal action
- Accessibility built in: contrast, readable type, keyboard-friendly navigation
What I need from you
- Feedback on wireframes and designs (two rounds)
- Approval of brand direction, if rebranding
- Photos of your team, work or premises (or approval for stock images)
- A fact-check of written content
You receiveApproved designs and prototype, plus a brand pack if a rebrand is included.
CheckpointYou sign off the final design. The build starts from it.
- 03
Build & wiring
The approved design becomes a fast, working website, connected to the tools that run the business.
What I do
- Responsive, fast front end with smooth, subtle motion
- A simple admin area for updating content yourself
- Backend, databases, admin portals and dashboards where needed
- Lead capture forms that send leads straight to your inbox or CRM
- Integrations: booking, payments, email marketing, CRM, maps
- AI integration: an assistant trained on the business, smart forms and automations
- Legacy migration: content, customers and data moved safely
What I need from you
- Access to the tools to connect (booking, payments, email)
- Where enquiries and notifications should go
- Answers to train the AI assistant (services, policies, FAQs)
- Quick feedback on the preview site
You receiveA fully working website on a private preview link.
CheckpointYou confirm all features work as expected.
- 04
SEO & GEO
Being found matters as much as looking good. I optimise for Google and for AI answer engines.
What I do
- Keyword research: what local customers actually search for
- On-page SEO: titles, descriptions, headings, internal links, image alt text
- Technical SEO: sitemap, robots.txt, canonical tags, Core Web Vitals
- Structured data so search and AI engines understand the business
- Google Business Profile and local listings
- Content written to answer the questions customers ask AI
What I need from you
- Access to your Google Business Profile
- Your service areas and priority services
- Reviews or testimonials you are happy to show
You receiveAn SEO & GEO setup summary and a baseline report to measure growth against.
- 05
Testing, security & QA
Every page, form and feature is tested before customers see it.
What I do
- Device testing on phones, tablets, laptops and major browsers
- Functional testing of every form, booking, payment and email notification
- Performance: image optimisation, caching and speed tuning
- Accessibility check against WCAG 2.2 AA
- Security hardening: HTTPS, secure headers, Cloudflare firewall, DDoS and bot protection, two-factor admin logins
- A final security scan, automated daily backups with a tested restore
- Privacy policy and cookie consent aligned with the Australian Privacy Act
What I need from you
- A final content check
- A test booking, enquiry or purchase on your side
- Your privacy policy details (or I prepare a template for you to review)
You receiveA QA checklist showing what was tested and passed.
CheckpointYou give final approval to go live.
- 06
Launch
The site goes live on secure, managed hosting, timed to avoid disruption to the business.
What I do
- Deploy to Cloudflare's global network, with its firewall and DDoS protection in front
- Connect the domain and confirm SSL
- Turn on monitoring, backups, security alerts and AI-assisted security monitoring
- Activate redirects and submit the sitemap to Google and Bing
- Keep a rollback plan ready, in case anything unexpected happens
- Post-launch checks on forms, tracking, email delivery and speed
- Handover: a short video showing how to request changes and edit content
What I need from you
- Access to your domain registrar, or someone who can update DNS
- Your preferred launch date and time
You receiveA live website, a handover video, and a Website Record showing what you own and how it is set up.
- 07
Ongoing hosting & care
A website is never "finished and forgotten". After launch I can host it, protect it, keep it up to date and make changes.
What I do
- Hosting: fast, secure hosting on Cloudflare's global network
- Security: firewall, DDoS and bot protection, malware scanning, login protection
- Updates: software, plugins and dependencies kept current and tested
- Backups: daily, stored off-site, with restores tested regularly
- Uptime monitoring: I am alerted before anyone notices a problem
- Content edits: text, images, prices, staff, opening hours
- Reports: goal actions against the starting number, then traffic, search, AI visibility and security
What I need from you
- Changes and requests by email or WhatsApp. No tickets, no call centres
You receiveA monthly report, and a website that stays fast, secure and up to date.
- 01
Brief & discovery
We agree what the video must achieve before anything is created.
What I do
- Define the goal: awareness, sales, explaining a service, launching something new
- Identify the audience and where it will run
- Agree length, style, formats and deadline
- Collect brand assets and reference videos
What I need from you
- What the video is for, and who it is for
- The key message, offer or call to action
- Logo and brand files
- Two or three videos you like the look of
You receiveA creative brief with scope.
CheckpointYou approve the brief.
- 02
Concept & script
The idea and the words come first, because good motion starts with a clear story.
What I do
- Develop one or two creative concepts
- Write the script, on-screen text and call to action
- Plan a hook for the first 3 seconds
- Suggest voiceover style and music direction
What I need from you
- Feedback on the concept and script (two rounds)
- A fact-check of any claims, prices or offers
You receiveAn approved concept and script.
CheckpointYou sign off the script.
- 03
Storyboard & style frames
You see exactly how the video will look before animation starts.
What I do
- A scene-by-scene storyboard
- Fully designed key frames in your brand style
- Illustrations, icons, characters and typography
- Licensed music and a voiceover (professional or AI, with your approval)
What I need from you
- Feedback on the storyboard and style frames
- Approval of the music and voice
You receiveAn approved storyboard and visual style.
CheckpointYou sign off the look and feel.
- 04
Animatic
A rough moving version that sets timing and pacing before the detailed work begins.
What I do
- Time the scenes to the voiceover and music
- Check the story flows and the message lands
- Make pacing changes while they are quick and cheap
What I need from you
- Feedback on timing and flow
You receiveA rough-cut animatic.
- 05
Animation & production
The full production: animation, sound and finishing.
What I do
- Animate every scene with smooth, professional motion
- Sound design, music mix and voiceover sync
- Captions (most social video is watched on mute)
- Colour, polish and brand consistency checks
What I need from you
- Nothing. This is the part where I build everything.
You receiveA full first cut of the video.
- 06
Review & revisions
Refine the details until it is right.
What I do
- Two rounds of revisions on the full cut
- Text, timing, colour and audio adjustments
- Final quality check on phone and desktop screens
What I need from you
- All feedback in one message per round, with timestamps (e.g. "0:12 change the price")
You receiveThe final approved video.
CheckpointYou approve the final cut.
- 07
Delivery & formats
Every format you need, ready to post.
What I do
- Export every agreed size: 16:9, 9:16, 1:1 and 4:5
- Short cut-downs, where included
- Captioned and uncaptioned versions, plus cover frames
- An organised delivery folder with clear file names
What I need from you
- The platforms you plan to post on
You receiveFinal video files in every agreed format, ready to publish.
- 08
Distribution & repurposing
Optional. Get more out of every video, as a one-off or as ongoing monthly content.
What I do
- Cut one video into a month of short social clips
- Write captions and hashtags for each platform
- Create ad variations to test different hooks and calls to action
- Add the video to the website, for engagement and SEO
What I need from you
- Access to your social or ad accounts (as a team member)
- Your posting schedule or campaign dates
You receiveA ready-to-post content pack and ad variations.
Working together
The details
- Revisions
- Two rounds per stage. Extra rounds, or changes after sign-off, are scoped separately.
- Communication
- Email or WhatsApp, with weekly updates during projects.
- Feedback
- Quick feedback keeps the project moving. Delays to feedback move the launch date.
- Licences
- Fonts, music and stock assets remain under their own licences, which I manage.
- Sharing logins
- Never by email or text. I'm added as a user with my own login, or access is shared through a password manager.
Getting started
What to send me
Send what you have. Anything missing, I can create, source or work around.
Website projects
- Business
- Name, ABN, address, phone, hours, services and starting prices, service areas, what makes you different, common questions
- Brand & content
- Logo files, brand colours or fonts, photos, testimonials, certifications and awards
- Access
- Current website and hosting, domain registrar, Google Analytics, Search Console, Business Profile, social pages
- Systems & goals
- Tools you use, where enquiries should go, websites you like, your top 3 goals, key dates
Motion projects
- Message
- What the video is for, who it is for, the one thing viewers must remember, the offer and call to action
- Brand
- Logo (vector or high resolution), colours and fonts, product photos or screenshots, brand do's and don'ts
- Format
- Where it will be posted, preferred length, deadline, voiceover preference
- Inspiration
- Two or three reference videos, styles you like and styles to avoid
Let's work together
Great things begin together.
From new websites to rebuilding old ones, from search visibility to scroll-stopping motion. Tell me what you're working on and I'll get back to you.