Scope a Website in 60 Minutes for Better Marketing Performance

Why a 60-minute scope works

Marketing projects stall when requirements are fuzzy. This one-hour scope turns ideas into a shared plan—goals, audiences, pages, features, content, timeline, and budget—so your marketing site moves straight into wireframes and pricing with confidence.

Scope smarter, launch faster—your conversion-ready website starts with a one-hour plan.

Most delays start with fuzzy requirements. A tight, one-hour scope turns ideas into a shared plan: goals, audiences, pages, features, content, timeline, and budget. Use this process before proposals or redesigns so you can move straight into wireframes and pricing with confidence.

The 60-Minute Scope — Minute-by-Minute

0–10: Marketing goals & success metrics

• Primary goal: leads, sales, bookings, education?

• Audience / ICP: who are we persuading (top 2–3)?

• Success metrics: conversions, qualified demos, downloads, time-to-first-contact.

• Constraints: deadline, compliance, legacy systems, must-keep URLs.

Deliverable: 1–2 sentence project objective and 3–5 success metrics.

10–20: Marketing pages & structure

• Build a flat sitemap: Home, Services, Individual Service pages, Portfolio/Case Studies, Blog, About, Contact, Legal.

• Mark conversion pages (Start Your Project / Schedule a Call).

• Note SEO pages you’ll add later (FAQs, resources, comparison pages).

  
  

Deliverable: list of pages with priority (P1 launch, P2 phase-two).

20–30: Marketing features & integrations

Check only what you need:

• Forms: Contact, Project Brief, Call booking, Newsletter.

• Calendars/booking: embed or link.

• eCommerce: catalog size, variants, shipping/tax, payment gateway.

• Integrations: CRM, email, chat, analytics, pixels, maps, careers.

• Special modules: pricing tables, comparison, calculators, multi-language.

• Accessibility: color contrast, keyboard nav, alt text workflow.

Deliverable: Feature checklist with must-have vs. nice-to-have.

30–40: Marketing content plan

• Inventory: what exists? what’s missing?

• Owners: who writes copy, who approves?

• Assets: logos, brand guide, photos, case studies, downloads.

• SEO: page H1s, primary keyword per page, internal links.

• Voice & tone: 2–3 bullet guidelines.

Deliverable: Content tracker with owner, status, and due dates.

40–50: Design & UX parameters

• Brand system: logo suite, color palette, fonts (web licenses).

• Components: hero, grids, cards, testimonials, CTAs, forms.

• Wireframe style: 12-column grid, 40px gutters, 60px section padding.

• Performance: image sizes (hero 1920×1080, gallery 1200×800), compression workflow.

• Motion: subtle fades (0.6s), parallax only in hero & featured projects.

Deliverable: wireframe rules + component list to keep design consistent.

50–60: Marketing budget & timeline

• Estimate by page count × effort (+ modules).

• Classify by tier (from your guides):

  • Small site (≈5 pages): typically $3k–$5.5k

  • Standard (10–15 pages): typically $5.5k–$12k

  • eCommerce (10–20 pages): typically $8k–$18k

• Phasing: P1 essentials now, P2 SEO/library after launch.

• Risks: late content, third-party approvals, scope creep → add buffers.

Deliverable: rough order of magnitude (ROM) budget and a two-phase timeline.

One-Page Scoping Worksheet (copy/paste)

Objective:Top audiences:Success metrics (3):

With a clear marketing sitemap and P1/P2 phasing, content and development stay aligned.

Pages (P1/P2):

• Home (P1)

• Services (P1) → Individual Service pages (P1)

• Portfolio/Case Studies (P1)

• About (P1)

• Blog/Resources (P1)

• Contact (P1)

• Pricing, FAQs, Resource Library (P2)

  
  

Features: Forms □ Booking □ CRM □ eCommerce □ Search □ Multilingual□

Integrations: GA4 □ Meta Pixel □ Email (Mailchimp/HubSpot) □ Map □ Chat □

Content owners & due dates: …Design system available? Yes/No — gaps: …

Budget tier: Small / Standard / eCom — ROM $…Timeline: Kickoff → Wireframes → Design → Build → QA → Launch (dates)

Common pitfalls (and how to avoid them)

1. Unowned content: assign a writer per page; set due dates.

2. “Surprise” features mid-build: lock the P1 list; move extras to P2.

3. Inconsistent UI: agree on components before design.

4. No success metric: define conversions and tracking at kickoff.

Hand-off: what your proposal should include

1. Objective + success metrics

2. Final sitemap with P1/P2 labels

3. Feature checklist and integrations

4. Content plan (owners & dates)

5. Component list and wireframe rules

6. ROM budget with payment schedule

7. Timeline with dependencies and review windows

   
   
   
   

Where to go next

• See our Creative approach

• Tighten your message with Brand Strategy

• Browse Case Studies to see this process in action

Ready to move from plan to build? Schedule a call and let’s ship.

Ready to scope your site in an hour?

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