3 phases + the retainer · 5 hard gates · 12 stages

How it works

Foundation, Fill, Grow — and Run, which is the retainer. Diagnosis first, then the plan.

01 · The phases

Three phases, then the retainer.

The windows overlap on purpose. Work is sequenced by what it depends on, not by the calendar.

Foundation
Weeks 1–4
- Site on the factory — config-driven brand, fonts, tracking; URLs preserved 1:1 if migrating; performance budgets that fail the build on regression
- Listings and NAP rebuilt to one published number
- Conversion tracking — container, analytics, ads tag, consent mode, event allowlist
- The phone answered fast — missed-call text-back, front-desk alerting
- The follow-up system — speed to lead, triage, booking, confirmation, no-show recovery
- Digital intake, the paperwork set, the delivery board
Fill
Weeks 3–8
- Case-presentation training moved early — it converts everything downstream
- Review engine on
- Social presence
- First campaigns, once the five hard gates pass
- Reactivation of the existing base
- Membership, where the persona carries it
Grow
Month 2 onward
- Paid media scaled against the closed loop — bid on Booked or Showed, not on clicks
- Offers, referral programme, local SEO radius
- The roadmap engines, only when a real prospect forces them
Run
The retainer
- Profile cadence and review replies
- Campaign pacing and offline conversion uploads
- Kill-or-scale reviews
- The scorecard call, the monthly report, the re-scan
The retainer starts at signature, not at launch.

02 · The gates

Mechanism installed, not outcome achieved.

Five things are installed before the first campaign runs. Each is a mechanism you can point at, not a result you take on faith.

Run in Fill, alongside the first campaigns

A failed gate generates Foundation scope. It is a quote, not a rejection.

03 · The sequence

Every engagement runs the same twelve stages in the same order, from the first outside-in look to the monthly re-scan. The numbering is the sequence.

01Outside-in pre-diagnosis — site, listings, reviews, ads footprint, all from the public record
02The Practice Scan — free; it creates a scan record, not just a document

03The diagnostic interview — live, in the room, never self-serve, never sent ahead
04The Scan report — seven pages, the document you walk away with

05The Practice Audit — owner-stated numbers verified against your own exports; the baseline locked; the install scoped
06The close — we scope it together; install plus flat monthly; papered before work starts

10Run — the monthly rhythm
11The monthly report — split ledger: what we measured versus what you reported, never mixed
12The re-scan — the same checks re-run monthly, so the before-and-after is the scorecard itself

The Practice Scan is free and opens the door; it scopes the install, it does not sell you one.

We scope it together.