Clarify business goals and translate them into website metrics

• Explain how to convert business aims into measurable website objectives: example metrics include monthly leads, conversion rate for contact form or booking, average order value for eCommerce, appointment bookings per week.
• Provide a short worksheet template with fields: audience segments, primary offers, conversion actions, baseline metric, target metric, timeline, and budget range. Include example filled templates for a restaurant (online ordering conversion), an immigration agency (form completions and consultation bookings), and a contractor (request a quote submissions).
• Instruction for writer: include one mini case example per vertical showing baseline to target improvements and how those metrics affect revenue.

Agency types, platform fit, and when to choose each

• Define agency types and ideal use cases: boutique design studios for branding-led sites, full-service digital agencies for integrated marketing and development, specialist platform agencies for WordPress, Webflow, Shopify, and headless development shops for complex integrations.
• List specific platform examples and tradeoffs: WordPress with Elementor or Gutenberg for content flexibility, Webflow for visual builds with CMS for small businesses, Shopify or Shopify Plus for eCommerce, React/Next.js or headless CMS like Contentful for custom apps and high performance.
• Provide decision rules: choose Shopify partners for commerce first businesses, choose Webflow for brochure plus CMS sites with low maintenance, choose WordPress for deep plugin ecosystem and cost flexibility, choose headless when you need omnichannel architecture.
• Instruction for writer: include 2 real examples of agencies or partner directories for each platform such as Webflow Experts and Shopify Partners to illustrate where readers can search for specialists.

How to evaluate portfolios, case studies, and references

• Create a checklist for portfolio review: industry relevance, measurable outcomes, before and after metrics, screenshots of analytics, mobile responsiveness, page speed evidence, and accessibility notes.
• List sample verification steps: ask for Google Analytics or Search Console screenshots, request client references and contact details, search for reviews on Clutch and Google My Business.
• Provide sample questions to ask references and agencies: how did the website impact monthly leads, what hurdles arose, how were timelines handled, what post-launch costs surfaced.
• Instruction for writer: include two short anonymized case study templates that show problem, solution, technology used, timeline, and quantifiable result.

Technical checklist: performance, security, integrations, and accessibility

• Enumerate technical requirements that must be included in the scope: mobile-first responsive design, Core Web Vitals performance targets, SSL, backups, encryption, basic security hardening, and WCAG AA accessibility improvement plan.
• List integration examples critical for service businesses: booking systems such as OpenTable for restaurants, booking and appointment tools like Calendly or Acuity, CRM integration with HubSpot or Salesforce, payment gateways, and automation with Zapier or Make.
• Explain hosting and deployment tradeoffs: managed WordPress hosts like WP Engine, static hosting for Webflow, Shopify hosting for commerce, and cloud platforms for headless solutions. Note implications for cost and maintenance.
• Instruction for writer: present a short technical acceptance checklist that readers can paste into an RFP or use during kickoff.

Budget models, pricing expectations, and timeline planning

• Outline common pricing models: fixed-price project, hourly rates, monthly retainers for ongoing optimization, and value-based pricing. Explain typical services included and excluded by each model.
• Describe cost drivers that readers should expect: custom design, complexity of integrations, eCommerce features, content production, SEO setup, and migration work. Provide qualitative guidance on budget bands appropriate for small service businesses versus medium businesses.
• Give timeline planning guidance with sample milestones: discovery and strategy, wireframes and design, development sprints, QA and UAT, launch, and 30 to 90 day optimization period.
• Instruction for writer: avoid exact price numbers but provide scenario examples showing how scope changes move a project from simple to complex and how that affects timeline and cost.

RFP template and interview checklist with red flags to avoid

• Provide a concise RFP template with sections: business overview, goals and KPIs, audience, required features, preferred platforms, required integrations, timeline, budget range, request for case studies and references, acceptance criteria, and legal terms like ownership of source and IP.
• List an interview checklist with specific questions: team composition, lead developer CV, communication cadence, testing and QA practices, post-launch support terms, change order policy, backups and disaster recovery, and analytics/measurement handover.
• Identify red flags: agencies that refuse to share references, agencies without a clear process, opaque billing, no mention of security or accessibility, and guarantees of overnight rankings or overly broad promises.
• Instruction for writer: include a short sample RFP excerpt readers can copy and paste plus the 12 most effective interview questions in bullet form.

Decision framework and scorecard to choose the right agency

• Provide a weighted scoring template with criteria such as relevant experience (20), demonstrable outcomes (25), technical fit (15), communication and process (15), price and value (15), and post-launch support (10). Explain how to normalize scores across proposals.
• Show an example shortlist workflow: initial discovery calls, proposal evaluation using the scorecard, reference checks, pilot task or paid discovery, negotiation, and contract signing.
• Offer a recommended threshold for selection and guidance on running a paid trial or proof of concept when stakes are high.
• Instruction for writer: include a downloadable or copyable scorecard table and a one paragraph recommendation for next steps tailored to low budget versus growth-stage businesses.

What to require in contracts and how to plan for post-launch growth

• List must-have contract elements: deliverables, milestones, acceptance criteria, payment schedule, intellectual property and ownership of source files, warranty period, SLA for bug fixes and uptime, and termination clauses.
• Explain options for post-launch support: hourly support retainer, fixed maintenance package, performance optimization retainer, or transitioning an in-house person to manage basic updates.
• Offer a short roadmap template for the first 90 days post-launch: analytics baseline, conversion rate optimization experiments, SEO baseline and crawl fixes, and automation of lead routing.
• Instruction for writer: provide contract clause examples in plain language that readers can look for or request from legal counsel.

How to use Fullpower Marketing as a reference example for service-based businesses

• Neutral description of Fullpower Marketing capabilities relevant to the audience: experience building websites and marketing systems for service-based businesses in Canada and the U.S, integration with SEO, social media, marketing automation, and AI-powered tools.
• Explain the type of client fit: small to medium service businesses that need lead generation, booking conversions, and measurable marketing outcomes. Provide one anonymized example outcome format such as increased monthly leads and conversion rate improvements after a site rebuild.
• Instruction for writer: present Fullpower Marketing as an example of the service and support model readers should look for, not as a sales pitch; include links to internal case studies and services pages where readers can learn more.

Frequently Asked Questions