Project Summary The current site appears to be built on Shopify and is not optimized for lead generation. Key issues (owner-noted / observed) include: branding showing “My Store,” storefront/cart artifacts, large unoptimized images, lack of portfolio/case studies, weak CTAs, generic forms, analytics/tracking not confirmed, and potentially non-indexed pages. I want a rebuild that positions the business as a premium, trustworthy builder and drives qualified inquiries for second-storey additions, extensions, renovations, and granny flats in Perth/WA. Objectives Primary goals: Increase qualified leads (quote requests + calls). Improve trust and credibility (portfolio, testimonials, credentials, process). Meet performance targets aligned to Core Web Vitals thresholds (p75): LCP ≤ 2.5s, INP ≤ 200ms, CLS ≤ 0.1. Establish strong technical SEO foundations (indexability, metadata, schema, sitemap/robots, clean URLs). Ensure WCAG 2.1 AA compliance. Scope of Work and Deliverables Scope of Work Discovery: confirm target services, service areas, differentiators, and conversion requirements. IA + sitemap proposal and wireframes. Visual design aligned to brand (or a light refresh if needed). Build + CMS configuration, content migration, and launch. Required Pages/Content Home Services (overview + individual service pages) Projects / Portfolio (gallery + case-study template) About (team/company, credentials, process) Contact (multi-channel + map embed) Blog / Resources Privacy Policy + Terms HTML sitemap page + XML sitemap Deliverables Design mockups (prefer Figma) for key templates. Responsive templates/components (mobile-first). CMS setup, configured editor experience, and documentation. Content migration (existing + new structured sections). Baseline reports: SEO, performance (Lighthouse/PSI/WebPageTest), accessibility (WCAG notes + remediation log). Training docs + recorded walkthrough (admin editing + publishing). Technical Requirements CMS Preference: WordPress (lightweight theme, minimal plugin bloat) for lead-gen flexibility. Alternatives allowed (headless CMS, rebuilt Shopify with storefront removed, etc.), but you must state your CMS choice and justify it in the proposal. Hosting/Deployment Hosting is currently unspecified. Propose recommended hosting options and deployment approach (staging + production, backups, rollbacks, uptime monitoring). Ownership: I require full admin access, exportable backups, and transfer of all assets/accounts. Security HTTPS required; recommend HSTS via Strict-Transport-Security where feasible. Baseline security headers guided by Mozilla HTTP Observatory; note that header grades don’t guarantee full security. Run TLS configuration checks with Qualys SSL Labs. SEO & Performance Requirements Performance PageSpeed Insights is powered by Lighthouse lab testing and includes field data when available; use it as the baseline reporting source. Targets (at launch, excluding third-party limitations): PSI Performance Score: Mobile ≥ 85, Desktop ≥ 95 (or justify constraints). Core Web Vitals: meet “good” thresholds at p75 where field data exists. Implement: modern image formats, responsive images, lazy-loading below the fold, caching strategy, reduced JS/CSS, and performance budgets. SEO Fundamentals Clean URL structure, correct headings, internal linking, canonical tags, and indexability controls. Canonicals should be used correctly to consolidate duplicates. XML sitemap generated and validated; submit via Search Console when access is provided. Robots.txt configured properly at site root and include sitemap reference. Structured data: implement LocalBusiness (most specific subtype possible) on appropriate pages; include NAP consistency. Local SEO/GMB: provide guidance for optimizing the Google Business Profile and aligning on-site NAP with it. Note: The classic Mobile-Friendly Test was retired (Dec 2023). Use mobile Lighthouse audits + real device testing + Search Console signals instead. Accessibility & QA WCAG 2.1 AA required (including forms, navigation, contrast, keyboard access). Testing: manual keyboard testing, screen reader spot checks (NVDA/VoiceOver), Lighthouse accessibility, and documented remediation. QA: cross-browser (Chrome/Safari/Edge/Firefox) and cross-device testing. Performance QA: Lighthouse + WebPageTest runs; provide before/after and launch baselines. Timeline, Budget, Proposal Requirements, and Evaluation Timeline & Milestones Provide a milestone plan (e.g., discovery → IA/wireframe → design → build → content → QA → launch). Preferred delivery: 4–8 weeks depending on scope; propose your schedule. Budget Provide either fixed-price or hourly, and include three tiers (Low/Medium/High) describing what changes in each tier. Proposal Requirements Proposals must be in English. Include 2–3 relevant examples (builder/contractor lead-gen sites preferred). Describe your approach, CMS choice, plugins/apps, performance strategy, SEO plan, and accessibility approach. Include a prioritized task list with effort (Low/Med/High) and impact (Low/Med/High) per major task. Include a proposed sitemap plus two mermaid diagrams (site structure + conversion flow). Evaluation Criteria Proven results on lead-gen sites (conversion-focused UX). Demonstrated performance optimization and CWV competence. Technical SEO depth: schema, sitemaps/robots, canonicalization. Accessibility capability (WCAG 2.1 AA). Clarity of deliverables, documentation, and post-launch support option. Notes & Constraints Unspecified items (to be clarified during kickoff): Search Console access, analytics/account access, hosting/provider details, current CRM (if any), and final brand assets (logo, colors, typography). I require full ownership of code, designs, content, and accounts upon completion, plus handover documentation and a maintenance/support option.