WEBSITE PROJECTS2019-07-08T20:38:43-06:00

Website Design & Development Projects


According to research from Stanford University, 46.1% of people say a website’s design is the top criteria for deciding if a company is credible or not. So it’s extremely important that your design looks professional. In fact, a study by Adobe found that 38% of people will actually leave your website if they find it unattractive!

The team at Touchline Marketing has been helping small and medium-sized businesses develop their websites since 1995. Our focus is on a holistic approach to website development that incorporates all aspects of digital marketing to boost conversions and create content that converts visitors into leads.

Project Options

Start A Website Project

How It Works


Touchline Marketing assists small and medium-sized businesses in creating modern websites, in structure and design, that will include mobile/responsive capabilities, a fresh professional design, and content management functionality on WordPress, HubSpot or Squarespace CMS platfoms.

All timelines are subject to flux based on factors such as systems access, client accessibility, delivery of client generated content, iterative design, and sign-off at each phase.

  • Requirements & scope of work definition: 2-3 weeks
  • Design and development: 4-5 weeks
  • Migration to production: 1-2 weeks

Our Process

  • Step 1: Kick-Off Call
  • Step 2: High-Level Design Theme
  • Step 3: Requirements Gathering
  • Step 4: Detailed Scope of Work

  • Step 5: Functional Prototype

  • Step 6: Staged Website on CMS Platform

  • Step 7: Website Testing

  • Step 8: Pre-Launch Checklist

  • Step 9: Website Launch

  • Step 10: Post-Launch Checklist

  • Monthly Website Maintenance

Contact Us To Start A Website Project

Website Project Essentials

    • Development of information architecture into sitemap
    • Development of interactive prototype to finalize functionality and any third-party integrations
    • Design user experience and user interface
    • Develop working HTML/CSS website to best practice web standards
    • Develop responsive breakpoints for tablet and mobile experience
    • Integrate website into WordPress content management system
    • Integrate SEO best practices to increase visibility in popular search engines such as Google and Bing
    • Test and debug beta version of website before launch
    • Launch live website
    • Integrate a backup schedule to protect the website
    • Integrate Google analytics software
    • Configuration of 301 Redirects
    • Includes training and tutorials
    • Includes up to 10 pages of development. Add additional 10 page blocks at $2,950/block.

Website Project Enhancements

  • The following options are recommended to enhance the performance of the website and help achieve the strategic objectives for a well-rounded digital marketing presence:

    • Develop a highly targeted lead capture strategy to convert website visitors into leads/subscribers
    • Develop a well-structured blogging platform to allow the client to post compelling news, articles, and success stories in order to attract the targeted visitors to the website
    • Develop a commenting module to allow website visitors to leave comments on the blog articles as a way of encouraging engagement and conversation
    • Integrate social media sharing facilities to allow web visitors to share articles with their friends and colleagues on platforms such as Facebook, Twitter and LinkedIn.

Website Blog Article Migration

    • Includes a migration of up to 10 articles from pre-existing blog
    • Add additional 10 article blocks at $499/block

Add-On Services

Monthly website updates, executive reporting, traffic & SEO, code updates, cloud backups, security checks, uptime & performance monitoring.

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Valuable digital marketing activity. Analysis of buyer persona, competition, and projected monthly searches. Delivery of top 40 keywords.

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Configuration to monitor and maintain a domain’s presence in search engines and ensure access to content. Includes page and sitemap indexing.

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Helps business owners collect valuable data about their best customers so they can construct a buyer persona (a representation of an ideal customer).

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Google Analytics and Google Tag Manager setup. Google Analytics tracking code installation and proper measurement of goals on your website.

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A logo design includes an UNLIMITED number of revision rounds. The client will receive a logo package complete with file formats for digital and print.

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Installation of retargeting code to create an audience of users that have visited your website and remarket to Facebook, Twitter, LinkedIn, and Google users.

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Setup of a MailChimp account, upload of up to 2,000 contacts, list configuration, and domain verification to maximize deliverability.

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Includes securing a social media account (LinkedIn/Facebook/Twitter), branding, best practice configuration, and integration with website.

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Website Projects FAQ


What happens if I want to add some features to the website while you’re building it?2018-09-24T21:57:33-06:00

While we like to be flexible and responsive to your needs, we also like to deliver what we promise within the time frames and budgets we have allowed. If you ask us to add new features to your website while we are building it, we will most likely ask why? If we all agree that your new request will help us achieve our objectives then we will be more than happy to oblige. If your new feature is something you would like to add to your website but is not directly tied to your original objectives then we will suggest to schedule it for a second iteration of the website once it has been launched. This will require a new statement of work.

What happens after the website is launched?2018-09-24T21:55:31-06:00

Once your website is launched, we will provide 30 days of support to make sure any bugs have been ironed out and that you are confident using your new website. After this you will need to subscribe to our Monthly Website Maintenance Plan or one of our Custom Digital Marketing Plans to make sure your website is looked after and maintained. These plans may include updating your software, regular backups, security checks and making sure your website is online and open for business 24/7/365.

Who do I call if something goes wrong with the website or I can’t figure something out?2018-09-24T21:52:49-06:00

Provided you subscribe to one of our digital marketing plans, we will be your first point of call should something go wrong with your website. We will determine whether it is something the hosting company needs to fix or something that is covered by your plan. We will provide training and tutorials to assist you in using your website once it is launched.

Where is the website hosted?2018-09-24T21:50:35-06:00


Your website needs to be hosted by a hosting company that specializes in WordPress hosting. There are many companies that do this. We host many of our client websites at GoDaddy.com. As the world’s largest WordPress hosting provider, they have award-winning, 24/7 support.


Your website will be hosted on the HubSpot Marketing Platform.


Your website will be hosted by Squarespace.

Why do you use WordPress?2018-09-24T21:47:48-06:00

WordPress is open source content management software and currently powers around 25% of all websites on the Internet. The project is contributed to by tens of thousands of developers all over the world and is growing from strength to strength. WordPress allows us to develop flexible and customizable websites to modern standards and observes web development best practices. Furthermore the community of web developers that use WordPress reaches far and wide and allows us to tap in to this collective intelligence and bring that wealth of experience to your project.

What is an interactive prototype?2018-09-24T21:46:16-06:00

An interactive prototype is a bare bones version of your website that is designed to prove the functionality and features as they will work in the browser. No design elements are applied at this stage as the prototype is just built to allow all parties to make final decisions on the functionality.

What is information architecture?2018-09-24T21:45:15-06:00

Information architecture describes how the different pages of a website are related to each other. This is usually communicated through a visual tool called a sitemap.

How long does a website project take to complete?2018-09-24T21:44:20-06:00

A typical Website Essentials Project will take approximately 8 weeks to complete. Website project enhancements and add-ons may extend the project timeline. Timelines are also subject to variables that are often out of our control, such as systems access, resource availability, and client reviews & sign-off being executed in a timely manner. In some cases, timelines can be accelerated with a well-prepared client.


Discovery [2 Weeks]

  • Discovery: Requirements gathering and scope of work review.
  • Discovery: Development of a sitemap.
  • Discovery: High-level design theme
  • Discovery: Requirements gathering
  • Discovery: Detailed scope of work

Design [2 Weeks]

  • Design: Development of wireframe or functional prototype.
  • Design: Website user experience and user interface to allow the target audience to easily navigate and use the website to address their challenges and goals.

Development [3 Weeks]

  • Development: Development of a working website on the WordPress content management platform.

Deployment [1 Week]

  • Deployment: Final testing and debugging
  • Deployment: Pre-Launch Checklist
  • Deployment: Migration to production
  • Deployment: Post-Launch Checklist
How will I know if anyone is visiting my website?2018-09-24T21:42:34-06:00

We can install Google Analytics software on your new website and show you how to log into your Google Analytics account where you can see a wide range of statistics about your website including number of visits, page views than the amount of time people are spending on your website. Once you subscribe to a Monthly Website Maintenance Plan or one of our Custom Digital Marketing Plans, you will also receive more detailed analysis about your website performance and recommendations on how to improve.

Why should you use Touchline Marketing for your building and maintaining your website?2018-09-24T21:39:34-06:00

Although we’ve built hundreds of websites since 1995… we’re not only web designers, we’re digital marketers. Our team will create a website that aligns with your marketing initiatives, not act as a billboard in the desert. Our website designs are based on strategy. We listen to our clients and develop a web design strategy that reflects their business objectives (ex. lead generation, awareness, customer loyalty). We create websites with these client objectives in mind.

What is included on a Website Project Launch Checklist?2018-09-23T05:18:47-06:00

The following link provides a sample of pre-launch, launch, and post-launch checklist items completed for a WordPress Website Project.

Sample WordPress Website Launch Checklist (via Touchline Client Cloud)
What are some examples of content that a client will need to provide for a Website Project?2018-09-23T04:14:22-06:00

The following is a list of items that clients can typically be expected to provide.  Delays during website projects most commonly come from this type of content not being readily available by the development phase of the website project.

  • Images – Banners
    • Artistic photos suitable for page feature images (2000 pixels X 1000 pixels)
    • This content can also be purchased, but is ideal if the content is exclusive and personalized to the organization.
  • Images – Client Logos
    • ai or .eps file format
    • If the above file formats are not available, high resolution transparent .png files can sometimes work.
  • Images – Staff Photos – Head Shots
    • For each member of the staff to be featured on the website
    • Ideally these are professional photos where the staff member looks approachable/happy, wearing professional apparel, and against consistent backdrop (logo drape, logo wall, plain white background).
  • Video
    • Marketing-ready video that might be applicable to page content (e.g. case studies, services, technology, about Versa).
  • Value Proposition Statement
    • Format example: Company XYZ helps [Buyer Persona] with [Service] so they can [Buyer Persona Goal] without [Buyer Persona Pain Point].
  • Copyrighting – Staff Bios
  • Copyrighting – Customer Testimonial Statements
  • Copyrighting – Company History
  • Copyrighting – Certifications & Awards
  • Copyrighting – Services
    • Services short description (1-paragrah)
    • Services long-form narrative content (600 – 1000 words).
  • Case Study – Copy, Images, Video
    • Business Driver (goal or pain point that served as the catalyst for the project)
    • Solution (what did your company do?)
    • Qualitative Results (opinions, observations)
    • Quantitative Results (anything that can be expressed as a numbers: revenue, consolidation of systems, headcount, etc.)
  • Company Locations (Address, Phone, Email, Hours of Operation)
  • Google Maps API Key
    • For website integration with Google Maps (Contact Us, Facilities, Events).
    • Google’s way of monitoring who uses their mapping engine and how often.
    • Free service.
    • Instructions at https://developers.google.com/maps/documentation/javascript/get-api-key
  • Google Analytics Property ID / Google Tag Manager Container ID
    • For website integration with Google Analytics to track traffic, goals, and conversions.
    • Free service.
    • Provide if this already exists, otherwise Touchline Marketing can help.
  • Tracking Pixel Code (Facebook, LinkedIn, Twitter)
  • Google Adwords Remarketing Tag
    • For website integration with Google Adwords PPC services.
    • Provide if this already exists, otherwise Touchline Marketing can help setup.
  • DNS Configuration
    • So we can turn the lights on to your new site, when ready.
    • Your domain name is just an entry on a domain name server (DNS) that point to an associated webserver’s IP address and port number.
    • If Touchline is provided access, we can make the DNS configuration changes for you. Otherwise, we can give you the information to make the changes yourself.
What is a Content Management System (CMS)?2018-09-23T03:59:29-06:00

Content Management Functionality

A Content Management System (CMS) will give non-technical staff the ability to maintain site content via a password-protected browser interface. The CMS will allow the administrator to maintain an unlimited number of pages. The central site will have is its own CMS database with its own content.

Administrative Access

The CMS system allows for multiple users to have access to the Admin area for editing site content, menu items and general configuration parameters. Administration and management of the website is all done through a password-protected browser interface. The main point of contact will be initially put into the system to allow access to CMS. After the initial setup, the administrator can add and remove users as needed.

How does a website project address on-page SEO?2018-09-23T03:56:13-06:00

All pages in a website project will be stored in a database and can be searchable via search engines. Touchline will utilize their SEO Checklist to prepare pages for on-page SEO (search engine optimization).

It is recommended that clients conduct market research and conduct interviews with their customer base to develop a baseline buyer persona to guide all of the company’s marketing efforts, including keyword and keyword phrase definition.

Are Google Analytics included with a website project?2018-09-23T03:51:52-06:00

The website will be configured to send data to Google Analytics via a tracking code and, ideally, Google Tag Manager.   The instance of Google Analytics will be an out-of-the-box setup with little to customization. Further customization may be desired at a later date to track goals and conversions.   The most important part of this deployment is to begin to collect traffic data that can be analyzed later.

Google Analytics is a free web analytics service offered by Google that tracks and reports website traffic. Google Analytics is the most widely used web analytics service on the Internet.

Google Analytics’ approach is to show high-level, dashboard-type data for the casual user, and more in-depth data further into the report set. Google Analytics analysis can identify poorly performing pages with techniques such as funnel visualization, where visitors came from (referrers), how long they stayed and their geographical position. It also provides more advanced features, including custom visitor segmentation.

What is Secured Socket Layer (SSL)?2018-09-23T03:46:00-06:00

SSL Certificates validate your website’s identity, and encrypt the information visitors send to, or receive from, your site. SSL websites can most often be recognized by the https prefix in the URL and a security or padlock icon visible in a user’s browser. The primary reasons to apply SSL to your site are:

• Keep thieves from spying on any exchange between you and your shoppers
• Gain customer confidence
• Safely accept credit cards on your website
• Gain a better search engine ranking (i.e. Google)

Touchline recommends that all clients apply an SSL certificate to their website. The cost associated SSL Certificates typically varies from $50-$200/year depending on the level of validation and is not included as part of this website project. Touchline can help clients interested in applying an SSL certificate on their website.

Where are websites hosted?2018-09-23T03:44:08-06:00

Clients are required to secure hosting for their website.  Many Touchline clients on the WordPress CMS host their websites using GoDaddy.com Managed WordPress Hosting services.  As the world’s largest WordPress hosting provider, they have award-winning, 24/7 support.

How are clients billed for a website project?2018-09-23T03:39:44-06:00

Website Project clients are charged a flat rate for services.   All materials (software purchases, rich media content, subscriptions, hosting fees, etc.) are considered outside the rate for services.

50% of the services for a website project are due to Touchline Marketing prior to the start of the Discovery phase. 25% will be due at the sign-off of the Requirements Phase. The remaining 25% will be due to prior to website Deployment (Go Live!).

What are typical responsibilities of the client during a website project?2018-09-23T03:37:05-06:00
  • The client will identify a single point of contact to work with the Touchline Marketing Account Manager.
  • The client will provide timely access to all necessary systems.
  • The client will assume the ongoing costs of hosting and subscriptions to third-party code / WordPress plugins.
  • The client will provide images and photography in a high-resolution format (300 dpi. Min 2000 x 1000).
  • The client will have an active email mailbox setup for correspondence.
  • The client will provide all necessary text/narrative content for designed/wireframed/prototyped website sections.
What is the typical scope of a website project?2018-09-23T03:24:35-06:00

A typical website project project consists of an out-of-the-box deployment of a pre-built theme / design on the most recent version of the selected content management platform (WordPress, HubSpot, SquareSpace).

The functionality of the web application is limited to what is included in the theme / design and native to the content management system.  Requested functionality that is not compatible with the out-of-the-box version of the software and/or requires creation of additional website development code (HTML, PHP, CSS, etc) is considered out of scope.

Customizations to the design of the out-of-the-box deployment and documented configurations for systems integration are intended to make the website specific to the client and are outlined in a scope of work.

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