// SHAPE 01
Small business website rebuild
2–4 weeks discovery → design → build → launch. Astro + Tailwind, Cloudflare Pages hosting, GA4 or Plausible analytics, Search Console verified, structured data validated.
Build &
Launch.
// Stage 02 // Leave the work to me
This is the execution phase. The plan surfaced in your Stage 01 Health Check + Roadmap becomes a working website, a clean Google Ads account, an actually-tracked conversion path, an SEO foundation that Google can crawl. I do the work; you stay involved at the decision points that matter.
Plan-becomes-real isn't glamorous. It's a long list of small correct decisions and one or two big ones — domain setup, conversion event firing, the homepage hero that earns its keep. Most agencies skim this part and bill for the diagrams instead. I'd rather ship the thing.
// Services _ 01
What gets
built here.
Stage 02 is the home of NSD's four service lines. Most projects pull on one or two; the heavier ones combine three.
WEB
Web Design & Development
New sites, redesigns, migrations off WordPress / Squarespace. Default stack: Astro + Tailwind on Cloudflare Pages. Performance and SEO baked in at launch, not retrofitted.
SEOSEO & AI Search
Technical SEO, on-page, local SEO, plus Generative Engine Optimisation (GEO) for AI-search visibility. Audit-first, then a 90-day implementation sprint or ongoing optimisation.
SEMPaid Search Ads
Google Ads (primary) and Microsoft / Bing Ads. Account audit, structural rebuild, conversion tracking, ongoing management. No campaign launches without conversion tracking proven end-to-end.
SOCPaid Social Ads
Meta and LinkedIn. Audience targeting, ad copy, Pixel + Conversions API health, monthly reporting. I don't produce creative.
// Process _ 02
How I
work.
The involvement model is straightforward: I do the work, you make the calls only you can make.
01
Discovery // Week 1
Existing-site audit, content inventory, account audit (where ads or SEO is in scope), conversion-tracking sanity check. Outputs: a written brief and a sequenced plan for the build.
02
Build // Weeks 2+
I work in live preview environments — staging URLs, sandbox accounts — that you can review whenever you want. No "wait three weeks for the big reveal." Decisions get raised inline, with a recommendation, not as open-ended questions.
03
Launch // Cutover day
DNS cutover, Search Console verified, sitemap submitted, analytics confirmed firing, conversion event tested end-to-end. Anything that's a launch-day ship-blocker (Lighthouse fail, broken contact form, missing redirects) gets fixed before the live URL flips.
04
30 days post-launch // Free check-in
Traffic patterns, indexation issues, conversion-event sanity. Quick fix or roll-on into Stage 03 — Looked After for ongoing care.
You're involved at the decision points. You're not involved in chasing supplier emails, debugging tag manager events, or wrangling Cloudflare DNS records. That's what you're paying for.
// Examples _ 03
What this
looks like.
A few common project shapes. Real projects are scoped against your specific situation.
// SHAPE 02
SEO sprint after a Health Check
90 days: 2 weeks audit + 6–10 weeks implementation + 2 weeks measurement window. Technical fixes ship early, on-page changes mid-sprint, GBP optimisation alongside.
// SHAPE 03
Paid Search account rebuild
1–2 weeks setup (account audit, structural rebuild, conversion tracking, first campaign launch) + ongoing monthly management.
// SHAPE 04
Combined web + SEO + paid
A bigger redesign that includes SEO foundations at build time and paid campaigns timed to launch. 4–8 weeks depending on scope.
The shape gets sequenced in a Strategic Roadmap (the Stage 01 upgrade) when it's complex enough to warrant one. For simpler projects, Stage 02 starts directly after a Digital Health Check identifies the right move.
// Pricing _ 04
What it
costs.
Stage 02 work is project-based, quoted up front after a discovery conversation. The shape depends on:
- Scope and complexity — single service line vs combined work.
- Fresh build vs migration — moving off WordPress / Squarespace adds discovery and migration overhead.
- Whether ongoing Looked After support is part of the work — web hosting, monitoring, content updates bundle in.
Setup fees on ads (account audit, structural rebuild, conversion tracking, first campaign) range $500–$3,000 depending on the starting state of the account. Ad spend is paid by you directly to Google / Microsoft / Meta / LinkedIn — never bundled into my fee.
// ACNC charities: 25% off project fees · single ABN-lookup verification at intake
// Out of scope _ 05
What you
don't get.
Honest scope sells better than over-promised scope. Things I deliberately don't do at Stage 02.
Each service page lists its own "what's not included" boundaries — see Web Design, SEO, Paid Search, Paid Social.
// What's next _ 06
Two paths
post-launch.
Roll into Stage 03
Looked After — ongoing monthly support. Performance reports in 6–12 month context, monthly catch-up calls, optimisation, proactive recommendations. The default for clients with active ad accounts, SEO under monitoring, or websites that need real upkeep.
Wrap as one-off
Some projects end cleanly — a focused landing page, a one-off SEO audit-plus-implementation, a campaign rebuild handed back for in-house ownership. No obligation to continue.
Either way, the 30-day post-launch check-in is included.
// Start _ 07
Got a plan that
needs building?
Book a free 45-minute intro call. I'll do a free Digital Health Check on your current setup as part of it, and sketch what Stage 02 would look like for you.
Book a free intro call
// 45 min · Google Meet · No obligation
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// Last updated: April 2026