Fulfillment

Fulfillment: Delivering Every Service

Step-by-step delivery process for every PBS service. Start here after deposit is collected and intake questionnaire is returned.

Kickoff Process Getting Credentials Website Cleanup New Website Build GBP Setup/Opt Social Media Logo Design Final Delivery

Kickoff — Day 1

Immediately after deposit + signed agreement received
  1. Send the Kickoff Email (below)
  2. Create a project folder: Clients/[BusinessName]/ with subfolders: Assets, Screenshots, Deliverables
  3. Add project to your task manager (Vikunja) with all steps and due date
  4. Back up the existing site (if applicable) before touching anything
  5. Screenshot their current site (desktop + mobile) for before/after comparison
  6. Run PageSpeed Insights and record the before score
Kickoff Email

Subject: Getting started — [Business Name] project

Hi [First Name],

Got your deposit — thank you! I'm starting on your project today.

Here's a quick recap of what I'll be working on:

  • [Deliverable 1]
  • [Deliverable 2]
  • [Deliverable 3]

To get started, I'll need:

  • Your website hosting login (if applicable)
  • Your WordPress or CMS admin login
  • Your logo file (highest quality version you have)
  • [Any other items from intake form that are missing]

Please reply with these or text them to me at [your phone]. I'll delete the message once I've saved everything securely.

Estimated completion: [Date]. I'll send you a progress update around the halfway point, and you'll get to review everything before it goes live.

Kegan | Post & Beam Studios

Getting Client Credentials Securely

Never store passwords in email, Notes, or unsecured text files. Use a password manager (Bitwarden is free and excellent) with a separate vault or shared folder for each client.

What to collect for each service:

ServiceCredentials/Access Needed
Website Cleanup / New SiteHosting cPanel or Hetzner/HestiaCP login, WordPress admin username + password, Domain registrar login (if DNS changes needed), FTP/SFTP access
GBP Setup/OptimizationGoogle Account email (they'll add you as a manager — you don't need their password), Business verification code (via postcard/phone/video)
Social Media ManagementFacebook Page Manager access (they invite you via Facebook Business settings — you don't need their password), Instagram account connection via Meta Business Suite
Logo DesignBrand guidelines if any, existing logo files, color preferences, examples they like

Requesting Facebook/GBP access without getting their password:

Adding you as Facebook Page Manager (you walk them through this)
  1. They go to their Facebook Page → Settings → Page Roles (or in Meta Business Suite)
  2. They type your Facebook profile name or email
  3. They set your role to: Editor (for posting) or Admin (if you need full access)
  4. They click Save — you get a notification to accept
  5. Accept the invitation and you now have posting access without needing their password
Instructions to send client (text message)

Hi [First Name], to give me posting access to your Facebook page:

1. Go to your Facebook Page
2. Click Settings (gear icon)
3. Click Page Roles or Page Access
4. Type: [your Facebook name or email]
5. Set role to Editor
6. Click Save

I'll get a notification to accept. This lets me post without needing your password. Let me know when it's done!

Website Cleanup — Fulfillment Steps

Work order (always do in this sequence)
  1. Back up the site first — UpdraftPlus backup or manual files + database export. Never skip this.
  2. Install essential plugins (if WordPress) — see plugin list in Setup section
  3. SSL — force HTTPS — Install Really Simple SSL plugin or configure via cPanel/.htaccess
  4. Speed optimization:
    • Install and configure WP Super Cache or WP Rocket
    • Compress all images with EWWW Image Optimizer
    • Identify and defer render-blocking scripts (use PageSpeed recommendations)
    • Enable Cloudflare CDN (free) — add their domain to your Cloudflare account
  5. Mobile responsiveness fixes:
    • Test at 375px, 414px, 768px breakpoints in Chrome DevTools
    • Fix any overflow, font-size, or layout issues
    • Make phone number a clickable tel: link
  6. Broken links and forms:
    • Run Check My Links extension — fix all red links
    • Test contact form — if broken, replace or reconfigure
  7. Content updates:
    • Update copyright year in footer
    • Fix any wrong phone numbers, addresses, or outdated services
    • Update About page if generic/outdated
  8. Basic SEO:
    • Install Yoast or Rank Math
    • Set proper page title: "[Trade] in [City], [State] — [Business Name]"
    • Write a meta description: "Call [Business Name] for [trade] services in [City], [State]. Fast, reliable, licensed. Call [phone]."
    • Add alt text to all images
    • Add Google Maps embed if missing
    • Submit sitemap to Google Search Console
  9. Run PageSpeed again — document the before/after scores
  10. Final visual review on desktop and mobile

New Website Build — Fulfillment Steps

Phase 1: Setup (Day 1-2)
  1. Create subdomain on your Hetzner server: staging.[clientdomain].com or use a temporary domain
  2. Install WordPress on the staging domain via HestiaCP
  3. Install Kadence Theme (free version)
  4. Install all essential plugins (see Setup page)
  5. Set up Kadence Brand Kit with client colors, fonts, and logo
  6. Import a starter template if applicable (Kadence has good trades-industry templates)
Phase 2: Content & Design (Day 2-6)

Use Claude (me!) for all copywriting. Provide the intake questionnaire responses and ask me to write each page. Here's the prompt framework:

Claude Prompt for Website Copywriting

Write the homepage content for [Business Name], a [trade] business based in [City], Michigan. They offer: [list services from intake form]. They serve: [service area cities]. Their unique selling point is [from intake or infer from context]. The tone should be warm, direct, and professional — no jargon. Include: headline, subheadline, brief about section, services section, a call to action. Target customer is homeowners in [City] area searching for a reliable [trade] contractor.

  1. Write all page copy (use Claude prompts above for each page)
  2. Build the homepage — header, hero, services, about, CTA, contact, footer
  3. Build interior pages as agreed in scope (Services, About, Contact, etc.)
  4. Add all client photos (or source stock photos from Unsplash or Pexels)
  5. Set up contact form — test it
  6. Add Google Maps embed with their service area
  7. Add click-to-call phone number
Phase 3: SEO & Technical Setup (Day 6-7)
  1. Configure Yoast/Rank Math for each page
  2. Generate and submit sitemap to Google Search Console
  3. Set up Google Analytics 4 via Site Kit plugin
  4. Enable SSL and force HTTPS
  5. Set up Cloudflare CDN for the domain
  6. Configure UpdraftPlus weekly backups to Google Drive
  7. Run PageSpeed — optimize until mobile score is 60+
  8. Run Google Mobile-Friendly Test — confirm pass
  9. Test all forms, links, and phone numbers
Phase 4: Client Review & Launch (Day 8-10)
  1. Send client the staging URL for review
  2. Note: "Please review on both your computer and your phone"
  3. Incorporate their feedback (1 round included)
  4. Collect final payment before going live
  5. Point their domain DNS to your server (or their hosting if they have their own)
  6. Enable SSL on the live domain
  7. Verify everything on the live URL — test all forms, links, and pages
  8. Send the Final Delivery Email

GBP Setup/Optimization — Fulfillment Steps

GBP Setup (New Profile) — $150
  1. Ask client to add you as a GBP Manager (you need their Google Account email, not password — they add you via business.google.com)
  2. Create the GBP listing at business.google.com
  3. Set: business name (exactly as they trade), primary category (e.g., "Plumber"), address or service area
  4. Initiate verification (postcard, phone, or video — postcard takes 5-7 days)
  5. While waiting for verification: fill in all fields (description, hours, services, photos)
  6. Upload 10+ photos: logo, team photo, work photos, truck/equipment
  7. Write a keyword-rich description (250+ words — use Claude to write it)
  8. Add all services with descriptions and prices (if applicable)
  9. Once verified, confirm listing is live and showing in Maps
  10. Set up Google Posts (3 initial posts)
  11. Send client the review link and review request email template
Claude Prompt for GBP Description

Write a Google Business Profile description for [Business Name], a [trade] company in [City], Michigan. They offer: [list services]. They've been in business [X] years. Their USP is [reliable/fast/licensed/etc.]. They serve: [list cities]. Include relevant keywords naturally. 250-300 words. Start with the business name and a strong hook.

GBP Optimization (Existing Profile) — $300
  1. Client adds you as GBP Manager
  2. Run the GBP audit checklist (see Audits page)
  3. Fix business name (remove keyword stuffing if any — GBP policy)
  4. Set/update primary and secondary categories
  5. Rewrite business description using Claude (keyword-optimized, 250+ words)
  6. Add/update all services with descriptions
  7. Upload 10+ new photos in these categories: interior, exterior, team, work photos, before/after
  8. Respond to all unanswered reviews (with templates from Claude)
  9. Populate Q&A section with 5-10 common questions and answers
  10. Create first 3 Google Posts (one for each: general promo, service highlight, seasonal offer)
  11. Set up review request process (provide templates and instructions to client)
  12. Document all changes made and send summary to client

Social Media Management — Fulfillment Steps

Month 1 Onboarding Setup
  1. Client grants you Facebook Page Manager access (Editor role — see credentials section)
  2. Connect their page to your Buffer/Meta Business Suite account
  3. Gather brand assets: logo (PNG with transparency), brand colors, photos of their work
  4. Create client brand kit in Canva Pro — save colors, logo, fonts
  5. Create 3-5 post templates in Canva using brand kit (before/after, tip post, promotional, seasonal)
  6. Use Claude to generate first month of post captions (prompt: "Write 12 Facebook posts for a [trade] company in [City] Michigan. Mix of educational tips, engagement questions, customer success stories, and service spotlights. Tone: friendly, knowledgeable, local. Each post 100-200 words with a call to action.")
  7. Schedule all posts in Buffer or Meta Business Suite (Mon, Tue, Thu, Fri, Sat for Growth plan)
  8. Send client a preview of the first two weeks of content for approval
Ongoing Monthly Process
  1. Week 1 of each month: Generate next month's captions with Claude
  2. Week 1: Design graphics in Canva (batch in 1-2 hours)
  3. Week 1: Schedule all posts for the month in Buffer
  4. Weekly: Check for comments/messages — respond within 24 hours (or flag to client)
  5. Last week: Pull analytics from Buffer or Meta Insights
  6. Last week: Send monthly report to client (screenshot of post reach, engagement, follower growth)

Logo Design — Fulfillment Steps

Logo Design Process (using Claude + Canva/Figma)
  1. Gather from intake: business name, trade, colors they like (or let them choose from options), style preferences (modern/classic/bold/subtle), any logos they like as reference
  2. Use Claude to generate 3 logo concept descriptions: "Describe 3 distinct logo concepts for [Business Name], a [trade] company. Each should have a different visual direction and feel. Include: icon idea, color palette, typography style, and overall mood."
  3. Present the 3 concepts as text descriptions and basic sketches (Canva or simple SVG) to the client — get direction before investing design time
  4. Build the chosen concept in Canva (simple icons, type-based logos) or Figma (more complex mark-based logos)
  5. Deliver 2 revision rounds
  6. Export deliverables: SVG (vector), PNG transparent (multiple sizes: 500x500, 1000x1000, 1920x600 horizontal), PDF
  7. Include: light version (for dark backgrounds), dark version (for light backgrounds)
If a design is beyond your current Canva/Figma capability: Use Looka.com ($20-$65/one-time) as an AI generator to get a strong starting point, then customize it. Never deliver the Looka output directly — always refine it.

Final Delivery — Every Project

Final Delivery Email

Subject: Your [project] is live! — [Business Name]

Hi [First Name],

Everything's done and live. Here's a quick summary of what was completed:

  • ✓ [Deliverable 1]
  • ✓ [Deliverable 2]
  • ✓ [Deliverable 3]

[If website]: Before and after PageSpeed scores:
• Before: [XX] mobile / [XX] desktop
• After: [XX] mobile / [XX] desktop

Attached is the final invoice for the remaining balance of [$XXX]. You can pay via [payment method links].

A couple of quick notes:

  • If you notice anything that needs adjusting, let me know within the next 7 days
  • [GBP clients]: Your Google listing should start appearing in local searches within the next few days to 2 weeks
  • [Website clients]: I'd recommend submitting your site to Google Search Console — I can do that for you if you haven't already

It's been great working with you. If you ever need anything — updates, changes, or want to add any services — don't hesitate to reach out.

Kegan Ball
Post & Beam Studios
postandbeamstudios.com | [phone]

After delivery, immediately trigger the Review Request sequence. See the Review Attainment section for the automated process.