Scope & Roadmap · v4.0 · 19 May 2026

Everingham Legal -
website scope & phased roadmap

The canonical website scope and roadmap. Phase 1 commercials were signed in Proposal v1.0 (4 May 2026) and are restated here, not re-quoted. v4.0 absorbs the decisions Matthew confirmed on the 15 May call — service-line vocabulary locked, Phase 2 sequence flipped (membership first), case-study list updated (Baby Bunting out, Cravable Brands in), AI Agent removed from roadmap, hero copy ownership confirmed with 121 Group. Phase 1 remains repositioned around Matthew’s actual sales motion — the warm-network + tailored-outbound + cold-LinkedIn pattern that has now won 5 paying clients (Peak USG, I-MED Radiology, Quest Apartments, Australian Lawyers & Advocates, Cravable Brands — signed 15 May). Same $4,000 fixed fee. Same 4–5 week timeline. Sharper outcome.

Phase 1 · Accepted
$4,000
Signed 4 May 2026 · 4–5 wks
Phase 2a · Cohort 1
~$0
Login + Drive · Month 4–6
Phase 2b · Portal
$2,500
Indicative · trigger-based
Phase 3 · Education
TBD
Maven-style integration · M6–9
Phase 4 · Advisory
TBD
Layer 4 capture surface · M9+
All Everingham documents →

What this document is

Three things to read before anything below makes sense.

01

It’s the canonical roadmap

Supersedes the Phase 2 Roadmap (4 May 2026). From this point forward, this document is the single source of truth for website + adjacent platform phases.

02

It restates Phase 1, doesn’t re-quote

Phase 1 (WordPress migration) was signed in Proposal v1.0 (4 May 2026) at $4,000 fixed fee, 2 × $2,000. That commercial is unchanged. Nothing in this document supersedes it.

03

It separates website from marketing

Marketing engagement (Month-1 roadmap, ongoing retainer, content cadence, ads) runs parallel to this build but is priced and managed separately. Visible on the calendar; not priced here.

What changed in v4.0 (19 May) — the 15 May call decisions

Phase 2 sequence flipped — membership before certification. v3.0 had cohort 1 first (Phase 2a), then the self-serve member portal (Phase 2b). On the 15 May call Matthew reversed this. “There’s going to be less friction to set up the member portal than there is for me to write the entire course material. It’s probably going to be easier to get members off the ground first and then we can convert the members into the certification.” Rationale: existing-client upsell (~$500/seat/month membership) is a lower-friction sales motion than cold-selling a $3k certification, and Matthew’s existing AI assets (skills, projects, prompt libraries) can be reframed as the membership’s downloadable value proposition with near-zero additional production cost. Membership is now Phase 2a; cohort 1 cert delivery becomes Phase 2b.
Service-line vocabulary locked — v3.0 Q1 closed. v3.0 left service-page vocabulary open between the 12 May call shape (Consulting · Education · Membership) and the BP v2.0 §6 shape (Insights · Community · Education · Advisory & Managed Services). Matthew on 15 May: “Instead of using membership, maybe we call it community… Education instead of certification… I’ve called it advisory and managed services instead of consulting. I think that’s much better. I don’t particularly like the word consulting. Everyone hates the word consulting in Australia, so let’s just get rid of it.” Locked vocabulary for the new site: Community · Education · Advisory & Managed Services. Insights remains the free-content top-nav item per BP v2.0 four-layer model. Service-page headings and nav labels updated throughout v4.0.
Case-study roster updated — Baby Bunting out, Cravable Brands in. Matthew on 15 May: “The only one I’m not as comfortable about is Baby Bunting. It was such a small, easy, $5,000 piece of work… your marketing assistant last time reached out and you said you haven’t had enough work for me back-verify it. Fair enough.” Baby Bunting withdrawn from the case-study spine. Cravable Brands (Oporto, Red Rooster — signed 15 May) takes its place, sourced via a legal-tech-vendor referral (Lawvu). Updated case-study roster: Peak USG · I-MED Radiology · Quest Apartments · Australian Lawyers & Advocates · Cravable Brands. Matthew leads client outreach for consent and quotes (process he proven with Peak); 121 Group drafts copy from the conversation. All 5 pages targeted “ready in the next couple of weeks.”
AI Agent product removed from the roadmap. v3.0 carried a future-roadmap AI Agent product (legal-niche, embedded on Everingham’s site, token-mark-up monetisation). Matthew on 15 May: “I would really need to spend some time picking through… what is the professional-indemnity-insurance implications if my AI agent is doing anything quasi-legal. I’m not sure I want to wear that risk. I’m not sure the client wants to wear the risk… it’s a little bit too icky and early in the maturity of this setup to start putting that out there.” AI Agent product removed from this scope cycle. Reconsidered when (a) PI-insurance landscape clarifies, (b) industry/regulator guidance emerges, or (c) Matthew elects to wear the risk on a tightly-scoped pilot. Matthew’s existing consulting-delivery use of AI (e.g. Quest’s contract-review project) is explicitly not agent territory — it’s analysis of client-provided documents, signed off by the client, with no legal-advice claim.
Asset architecture as separate product line — killed. Assets become a membership perk. Matthew on 15 May: “I’m better off just using those assets to deliver services at this point in time as opposed to standing up a completely different product line, and this can be part of the value proposition of the membership as well… here’s the 20, 30, 50 assets that you can use for so long as you’re a member and you can download one a month or whatever that is.” Settled: assets stay as consulting-delivery internal tooling and a member-only download library. Not a standalone product or service line.
Homepage hero copy ownership confirmed — 121 Group drafts — v3.0 Q3 closed. v3.0 proposed new hero copy (“We empower legal teams to evaluate legal technology and harness AI. Independent advisory. No vendor commissions.”) but flagged needing Matthew’s sign-off. Matthew on 15 May: “Happy for that to occur… if you want to have a shot at it based upon what you think best practice is, I’m certainly no expert in getting that brand alignment between values, mission and taglines.” Matthew also flagged that the existing tagline/values/mission statement (drafted ~2 years ago over a 2-week period and still not fully resolved in his view) needs a refresh given the new product line. 121 Group now owns the v4.0 hero + tagline + values draft, sent to Matthew for review/iteration. Final approval at IA lock.
Membership audience sharpened — in-house legal only. v3.0 implied membership served both audiences. Matthew on 15 May: “The membership space is going to be way more targeted at in-house legal teams than law firms… we can also pull in L&D budget from HR teams.” Membership positioning in v4.0: in-house legal teams + HR L&D buyers. Law firms remain on consulting + Fractional Growth Officer. Per-seat license model (~$500/seat/month indicative). Phase 2a membership product page targets in-house GCs and HR L&D personas; not law-firm partners.
IP & trademark advisory — new Phase 3/4 work-stream surfaced. New item raised by Matthew on 15 May: “I’ve trademarked nothing. I’ve protected none of my IP… getting feedback from your team as to like, hey, we’re seeing really high engagement across the benchmarking tool, it might be time we called it something snappy and trademarked it.” Folded into Phase 3+ Advisory & Managed Services scope: 121 Group surfaces engagement-data signals (which assessment / framework / tool is gaining traction in market) → triggers a naming + trademark recommendation when justified. Not a Phase 1 deliverable; flagged here so the work has a home.
Membership pricing indicative — tier model in flight. Matthew flagged on 15 May that the numbers he’d previously thrown out were not analysis-backed. He’s rebuilding tier modelling in a separate document. “Do you need those exact numbers now to start doing the rebuild of the website? Not at all.” v4.0 carries indicative ~$500/seat/month membership pricing as a placeholder; final pricing locked at Phase 2a kickoff and does not gate Phase 1 build.
Matthew’s go-decision recorded. Closing the 15 May call: “Your proposal with those amendments is good to go. If you need my sign-off or to send an invoice or whatever, I think we’re good to go forward.” Phase 1 commercial unchanged ($4,000 fixed fee, signed 4 May). Deposit invoice scheduled 16–19 May. Build commenced Monday 18 May.

What changed in v3.0 (13 May) — preserved for traceability

Phase 1 repositioned around the consulting business that’s actually selling. Matthew’s 6 May email detailed how all 5 current clients were won: warm network re-activation, tailored outbound to known GCs, AI tool as door-opener, cold LinkedIn DM. Consulting is the only commercial pillar earning revenue today. v2.0 buried this in Phase 4 (Month 9+). v3.0 makes it Phase 1’s spine: new homepage hero, 5 named case-study pages (per §1.5 below — roster updated in v4.0), new How I work engagement-model page, dedicated service pages for Matthew to paste into outbound emails. Same $4,000 fee. Same 4–5 week timeline.
Audience-led IA confirmed (BP §5). Buyer motivation differs by segment: in-house legal teams want productivity (legal tech & AI), law firms want growth and productivity (legal tech & AI plus Fractional Growth Officer). Top nav restored to audience-led shape Matthew has used for years (/inhouse-legal-teams + /law-firms) but rebalanced to honour BP §5’s “lead with in-house through Year 2” posture (in-house scored 23/25, law firms 16/25). Self-sort prompt under hero routes prospects in 2 seconds.
Homepage hero rewritten. Fractional Growth Officer demoted from headline to law-firm service. The current Squarespace homepage leads with Fractional Growth Officer. That phrase appears nowhere in BP v2.0, Marketing Brief v1.0, or Institute Business Plan v1 — and 4 of 5 paying clients didn’t buy it (they bought legal-tech procurement & AI advisory). FGO is a real revenue line for AL&A and other law firms wanting growth, so it stays as a named service inside /law-firms. The new hero leads with the AI + legal-tech offer. Hero copy direction needs Matthew’s explicit sign-off — see open question Q3.
Phase 3 grounded in Institute Business Plan v1 (April 2026). Matthew’s Drive folder review surfaced the Institute Plan v1 — net-new authoritative plan that supersedes the BP §3 sketch. Maven is chosen (not “Maven-style”), Circle is the alumni community, Accredible/Sertifier issue credentials. Three credential streams × three tiers = 9 credentials: Certified Legal Operations Professional (CLOP), Certified Legal Technology Strategist (CLTS), Certified Legal AI Analyst (CLAIA), each at Foundational ($2–3k), Practitioner ($6–8k), Expert ($10–12k). Phase 3 deliverables corrected throughout.
Carried forward from v2.0: Phase 2 split into 2a (cohort 1 on Drive + login, ~$0) and 2b ($2,500 self-serve member portal, trigger-based). Phase 4 = Layer 4 capture surface for advisory & managed services (BP §3 four-layer ecosystem). AI Agent product added to future roadmap (exploratory, separate scope).
PHASE 1 · ACCEPTED 4 MAY 2026

WordPress migration + service-page alignment

$4,000 fixed fee · 2 × $2,000 · 4–5 weeks from sign-off · already in flight.

✓

Commercial restated, not re-quoted

Fixed fee
$4,000 ex-GST
Schedule
2 × $2,000
on kickoff · on go-live
Source of truth
Proposal v1.0
4 May 2026 (signed)
Standard rate
$12,500
Discounted as relationship investment

1.1 — Deliverables (per Proposal v1.0, unchanged)

Phase A · Discovery

→ Current-state audit (already complete)
→ Content & URL mapping (196 URLs)
→ IA workshop with Matthew (90 min)
→ Design direction (like-for-like)
→ Technical architecture doc

Phase B · Build

→ WP staging on Synergy (AU host)
→ Custom child theme
→ 4 CPTs + taxonomies
→ Gutenberg block patterns
→ Rank Math + schema.org
→ HubSpot forms verified
→ Calendly · LinkedIn Insight · GA4 · Meta Pixel

Phase C · Content migration

→ 32 articles imported
→ 38 static pages rebuilt
→ 670 images migrated
→ 166 contact profiles → HubSpot list
→ Full 301 redirect map at Cloudflare edge

Phase D · QA, launch, handover

→ SEO parity QA (per URL)
→ WCAG 2.1 AA pass
→ Lighthouse + Core Web Vitals report
→ 7-day parallel forms run
→ DNS cutover (Saturday AEDT)
→ Search Console change-of-address
→ 60-min handover + Loom + PDF
→ 30-day post-launch monitoring
Action required Five confirmations needed from Matthew before Week 4 IA lock (~25 May 2026)

Surfaced from cross-reading this scope against the Business Plan v2.0, Marketing Brief v1.0, Institute Business Plan v1, and Matthew’s 6 May client-acquisition email. Q1 is unchanged from v2.0. Q2 is provisionally resolved (Institute Plan §15 confirms Maven). Q3–Q5 are new in v3.0. None change the signed Phase 1 fee. See companion document Scope vs Business Plan v2.0 — Cross-Check.

Q1
Service vocabulary on the new site RESOLVED 15 MAY
Locked: Community · Education · Advisory & Managed Services (with Insights as the free-content top-nav layer per BP v2.0 §6). Matthew on 15 May: “Instead of using membership, maybe we call it community… education instead of certification… advisory and managed services instead of consulting… everyone hates the word consulting in Australia, so let’s just get rid of it.” Service-page headings and top-nav labels updated throughout v4.0. Audience-led shape (For in-house legal teams / For law firms) preserved at the top nav.
Q2
Cohort delivery platform — Maven, or custom-built? PROVISIONALLY RESOLVED
Institute Business Plan v1 §15 confirms the stack: Maven for cohort delivery, Circle for alumni community, Accredible or Sertifier for credential issuance, Stripe for payments, HubSpot for CRM. Phase 3 build = enrol-button hand-off to Maven + a public credential-verify route (Accredible serves verification natively, so no custom /verify URL needed). Phase 3 indicative scope reduced to ~$2–3k as previously flagged. Confirm at IA lock.
Q3
Homepage hero copy direction RESOLVED 15 MAY
Resolved: 121 Group drafts the v4.0 hero, tagline and refreshed values/mission for Matthew’s review. Matthew on 15 May: “Happy for that to occur… if you want to have a shot at it based upon what you think best practice is… control ends and starts with you, but we’ll at least help you come up with stuff.” v3.0 working draft (“We empower legal teams to evaluate legal technology and harness AI. Independent advisory. No vendor commissions.” + 5-client logo strip + CTA “Talk to Matthew”) carries forward into v4.0 as the starting point. Final approval at IA lock.
Q4
Case-study client naming — named publication confirmed? RESOLVED 15 MAY
Updated roster: Peak USG · I-MED Radiology · Quest Apartments · Australian Lawyers & Advocates · Cravable Brands. Baby Bunting withdrawn (Matthew: “such a small, easy, $5,000 piece of work… haven’t had enough work for me back-verify it”). Cravable Brands (Oporto, Red Rooster) signed 15 May via Lawvu referral, replaces Baby Bunting. Process: Matthew leads client outreach for consent (proven approach from Peak); 121 Group drafts copy. Targeted “ready in the next couple of weeks” per Matthew. Each page covers: engagement context, work performed, outcome (where shareable), Matthew’s perspective. Where any client requires anonymisation or specific-metric redaction, that page reads “a top-N Australian {sector} provider” with outcomes adjusted accordingly.
Q5
Fractional Growth Officer demotion — from headline to law-firm service
Current site: FGO is the lead capability on the homepage. v3.0: FGO becomes a clearly-named secondary service inside /law-firms, with its own service page at /services/fractional-growth-officer (current /fractional-growth-officer 301-redirects). Rationale: in-house legal teams (4 of 5 paying clients) buy productivity, law firms buy growth + productivity (BP §5 buyer-motivation split). FGO becomes the law-firm-only growth offer alongside the universal legal-tech & AI offer. Confirms positioning Matthew already established at AL&A.

1.2 — Old site vs new site — what actually changes

Grounded in the live audit run on 4 May 2026 (196 URLs crawled, Squarespace API pull, full HTML inspection). The new site keeps everything Matthew already has, then adds what Squarespace can’t do.

Capability Squarespace 7.1 (today) WordPress (after Phase 1)
Hosting & data sovereignty US-hosted, single tenant. No control over server location, caching layer, or backups. AU-hosted on Synergy. Daily backups, Cloudflare edge cache, full DB & file access.
Content automation Manual UI editing only. No API for bulk updates, no programmatic publishing. Full REST API + WP-CLI. Bulk publishing, programmatic SEO, content cadence at 20–30 posts/mo achievable.
SEO & structured data Squarespace defaults + manual meta. No schema.org templates. Some article slugs are still platform defaults (blog-post-title-four-52x57). Rank Math + Article / FAQ / Organization schema by default. Custom slugs everywhere. 301 redirect map at Cloudflare edge for every legacy URL.
Service architecture Inconsistent: homepage shows 2 services, Services tab shows 3 (Matthew’s 4 May email). No dedicated landing page per service. Three named services across all surfaces: Consulting · Education · Membership. Each with its own landing page + clear conversion CTA.
Forms & CRM integration Squarespace forms route via Zapier-ish bridges. Brittle, no UTM passthrough, lifecycle stage not set on submission. Native HubSpot embeds. UTM + traffic source captured. Lifecycle stage + lead-source set automatically.
Performance LCP ~3.0s on mobile (per Month-1 audit). Squarespace CDN serves all images at full size, no responsive variants. LCP target <2.5s. WebP + responsive srcset, edge cache, lazy-load. Lighthouse + CWV report at handover.
Future capability ceiling Closed platform. Cannot host gated portal, LMS, member directory, or AI agent product. Phases 2–4 are not buildable here. Open foundation. Every phase from Member Portal through Advisory Capture & AI Agent product builds on this base — no second migration ever needed.
Look & feel Squarespace template — serviceable but generic. Limited typographic + layout control. Custom design within existing colour palette & brand style. Bespoke component library; layouts tailored per page type.
3-year platform cost (AUD) ~$1,260 (Squarespace Business) ~$2,060 (Synergy + plugins). +$800 over 3 yrs — offset many times over by content velocity & SEO uplift.

Migration risk is rated LOW: 196 URLs · 32 articles · 670 image refs · 0 commerce records. The site is small enough to migrate cleanly and large enough to justify the move — this is the right window.

Side-by-side sitemap — today vs Phase 1 launch

Phase 1 is a migration plus a focused repositioning around the consulting business that’s actually selling (per v3.0 changes). 190 of 196 existing URLs port 1:1, audience-led nav shape preserved (/inhouse-legal-teams + /law-firms), and slugs are fixed only where Squarespace forced bad ones. 8 net-new pages added to support outbound: 5 case studies, How I work, and 2 service deep-dives. 2 forward-signal landing pages added: Education and Membership. Selected stale Squarespace service sub-pages retired (content folded into the new advisory deep-dive). All 196 existing URLs preserved via 301 to a real destination — nothing 404s.

Today · Squarespace 7.1

Current sitemap

everinghamlegal.com 12 nav items
  • /home
  • /inhouse-legal-teams
    • /small-legal-teams
    • /mid-sized-legal-teams
    • /large-legal-teams
  • /law-firms
    • /law-firm-growth-operating-system-1
    • /law-firms-marketing-growth
  • /services 2 services on home, 3 here
    • /fractional-growth-officer
    • /transformation-partner
    • /legal-consultant
    • /legal-technology-strategy-advisory-1
    • /legal-technology-procurement-framework
    • /governance-and-risk-framework
    • /data-analytics-dashboards
  • /capabilities
  • /legal-technology collection · 13 articles
  • /legal-process collection · 10 articles
  • /legal-skills-and-coaching collection · 8 articles
  • /law-firms-marketing-growth collection · 1 article
  • /client-testimonials
  • /events-partners
  • /about
  • /contact · /appointments · /online-enquiry
  • /ai-readiness-pack · /ai-innovation-workshop · /ai-discovery-decision-readiness-workshop workshop / lead-magnet pages
  • /ebook · /ebook-download · /legal-ops-tech-scorecard · /quotes-pricing downloadables / quote forms
  • /lawson-intelligence · /peak-client-reference case-study pages
  • /newsletter
  • /privacy-policy · /terms-of-use
38 top-level URLs · 32 articles · ~126 auto-generated tag/category index pages. Two services on the homepage, three under the Services tab, seven sub-pages under the Services tab. Article slugs include Squarespace defaults like blog-post-title-four-52x57.
Phase 1 launch · WordPress

New sitemap

everinghamlegal.com same 12 nav items + 2 new pages
  • / was /home
  • /inhouse-legal-teams
    • /small-legal-teams
    • /mid-sized-legal-teams
    • /large-legal-teams
  • /law-firms
    • /law-firm-growth-operating-system slug fix
    • /law-firms-marketing-growth
  • /services
    • /services/legal-tech-and-ai-advisory new · SKU 1 deep-dive
    • /services/fractional-growth-officer 301 from /fractional-growth-officer
    • /legal-technology-strategy-advisory slug fix
    • /legal-technology-procurement-framework
    • /governance-and-risk-framework
    • /services/education new · landing page
    • /services/membership new · landing page + waitlist
    • /transformation-partner retired · 301 to advisory
    • /legal-consultant retired · 301 to advisory
    • /data-analytics-dashboards retired · 301 to advisory
  • /case-studies new · 5 named pages
    • /case-studies/peak-usg
    • /case-studies/cravable-brands new · 15 May
    • /case-studies/i-med-radiology
    • /case-studies/quest-apartments
    • /case-studies/australian-lawyers-and-advocates
  • /how-i-work new · engagement model
  • /capabilities
  • /legal-technology collection · 13 articles
  • /legal-process collection · 10 articles
  • /legal-skills-and-coaching collection · 8 articles
  • /law-firms-marketing-growth collection · 1 article
  • /client-testimonials
  • /events-partners
  • /about
  • /contact · /appointments · /online-enquiry
  • /ai-readiness-pack · /ai-innovation-workshop · /ai-discovery-decision-readiness-workshop
  • /ebook · /ebook-download · /legal-ops-tech-scorecard · /quotes-pricing
  • /lawson-intelligence · /peak-client-reference 301 to /case-studies/peak-usg
  • /newsletter
  • /privacy-policy · /terms-of-use
  • /legal-{collection}/{article-slug} slug-corrected for 2 articles
Same audience-led nav (/inhouse-legal-teams + /law-firms) at top level, restored from current Squarespace shape per BP §5. Net-new in v3.0: 5 case-study pages under /case-studies/ (§1.5), /how-i-work engagement-model page (§1.6), 2 service deep-dive pages at /services/legal-tech-and-ai-advisory + /services/fractional-growth-officer (§1.4), 2 forward-signal landing pages at /services/education + /services/membership. Existing URL changes: (1) /home → /; (2) two Squarespace default-slug URLs get descriptive replacements; (3) /fractional-growth-officer → /services/fractional-growth-officer; (4) /peak-client-reference → /case-studies/peak-usg; (5) ~126 thin auto-generated tag pages get noindex. Three retired-and-301’d service sub-pages: /transformation-partner, /legal-consultant, /data-analytics-dashboards — content folded into /services/legal-tech-and-ai-advisory.

URL coverage matrix — what changes, what’s new, what stays

Walked every URL from the 4 May crawl (38 top-level pages, 32 articles, ~126 auto-generated tag/category pages). Of 196 indexed URLs, 188 keep their exact path or 301 to a same-content destination. 8 net-new pages added in v3.0 (5 case studies + How I work + 2 service deep-dives). 3 stale Squarespace service sub-pages retired with content folded into the new advisory deep-dive. 5 existing URL changes (slug fixes / restructuring redirects). Every change either fixes something Squarespace got wrong or supports the v3.0 outbound-funnel rebuild.

Old URL Treatment in new site In nav? Strategic reason
Net-new pages in v3.0 — 8 added (per §1.4 / 1.5 / 1.6)
—/services/legal-tech-and-ai-advisorySub-pageLayer 4 SKU 1 deep-dive page. Substantive service description suitable for paste into outbound emails. Linked from homepage hero, both audience pages, every case-study page.
/fractional-growth-officer/services/fractional-growth-officer (301 from old URL)Sub-pageLayer 4 SKU 2. Demoted from homepage hero to law-firm specialisation. Old URL 301s. Linked from /law-firms only.
—/case-studies/peak-usgSub-pageIn-house · utilities. /peak-client-reference 301s here.
—/case-studies/cravable-brandsSub-pageIn-house · QSR/hospitality. Signed 15 May 2026.
—/case-studies/i-med-radiologySub-pageIn-house · healthcare.
—/case-studies/quest-apartmentsSub-pageIn-house · hospitality.
—/case-studies/australian-lawyers-and-advocatesSub-pageLaw firm · criminal law. The FGO proof-point case.
—/how-i-workSub-pageEngagement model + typical scopes + sequence + fees + independence policy. Removes friction between cold-email reply and booked call. Linked from every service and case-study page.
Forward-signal landing pages — 2 added (Phase 2/3 surfaces)
—/services/educationSub-pageLayer 3 landing page describing the certification offer (CLOP · CLTS · CLAIA × Foundational/Practitioner/Expert per Institute Plan v1). Cohort 1 runs Phase 2a; Maven integration Phase 3.
—/services/membershipSub-pageLayer 2 landing page + waitlist. Member portal build is Phase 2b.
Retired Squarespace pages — 3 retired, content folded
/transformation-partner301 to /services/legal-tech-and-ai-advisoryNoVague generic service-page tag. Content (where substantive) folds into advisory deep-dive. SEO equity preserved via 301.
/legal-consultant301 to /services/legal-tech-and-ai-advisoryNoSame. Content folds; 301 preserves any external links.
/data-analytics-dashboards301 to /services/legal-tech-and-ai-advisoryNoSubstantive but better as a sub-section of the advisory deep-dive than a standalone service. Content folds.
URL changes for existing pages — 5 of 196
/home/ (301 from /home)YesWordPress convention. /home still 301-redirects so backlinks & bookmarks keep working. Squarespace currently exposes both — SEO-cleaner.
/legal-technology-strategy-advisory-1/legal-technology-strategy-advisoryYesDrops Squarespace’s -1 suffix (artefact of a duplicated draft). 8.9k-word page. Old URL 301s.
/law-firm-growth-operating-system-1/law-firm-growth-operating-systemSub-pageSame fix. 7.8k words. Old URL 301s.
/legal-process/blog-post-title-four-52x57/legal-process/manufacturing-changed-legal-process (or final-titled slug)ArticleSquarespace default slug. Currently leaking SEO equity for “How Manufacturing Changed Legal Process Forever” (2,642 words). Old URL 301s.
/legal-skills-and-coaching/blog-post-title-four-52x57-kxg3j/legal-skills-and-coaching/{descriptive-slug}ArticleSame Squarespace default-slug pattern. Slug confirmed at content review with Matthew. Old URL 301s.
Auto-generated tag & category index pages (~126)Stay at same URLs — thin/duplicate ones get noindexNoURLs unchanged. Rank Math noindexs the thinnest auto-pages (e.g. tag pages with 1 article). Removes Google’s “low-value pages” signal — net SEO win without any 301s.
Everything else — same path, same slug, same place in nav
All 12 nav itemsIdentical pathsYes/inhouse-legal-teams, /law-firms, /services, /capabilities, /legal-technology, /legal-process, /legal-skills-and-coaching, /law-firms-marketing-growth, /client-testimonials, /events-partners, /about, /contact.
Surviving service sub-pages (3 of 7)Identical pathsSub-page/legal-technology-procurement-framework, /governance-and-risk-framework, /law-firms-marketing-growth — substantive content kept verbatim under their existing URLs. /fractional-growth-officer moves (see above). /transformation-partner, /legal-consultant, /data-analytics-dashboards retired (see above).
All 3 audience sub-pagesIdentical pathsSub-page/small-legal-teams, /mid-sized-legal-teams, /large-legal-teams.
All 8 lead-magnet / campaign pagesIdentical pathsFooter + CTAs/ai-readiness-pack, /ai-innovation-workshop, /ai-discovery-decision-readiness-workshop, /ebook, /ebook-download, /legal-ops-tech-scorecard, /lawson-intelligence, /peak-client-reference. Critical to keep working — external LinkedIn/email backlinks.
Contact-intent pagesIdentical pathsYes / hidden/contact, /appointments, /online-enquiry, /quotes-pricing, /newsletter. All five kept — each captures a different referrer / form. Calendly direct-embed added on /contact (per §1.6).
All 30 article URLs (32 articles minus 2 with default slugs)Identical paths under /legal-{collection}/Via collectionPillar pages preserved verbatim — /legal-technology/ai-terminology (5,883 words), /legal-technology/claude-guide (3,280 words), etc.
Legal pagesIdentical pathsFooter/privacy-policy, /terms-of-use.

SEO protection plan: 196+ redirect rules built & tested at the Cloudflare edge before cutover (one per existing sitemap URL plus the 4 new restructuring redirects above — /fractional-growth-officer, /transformation-partner, /legal-consultant, /data-analytics-dashboards, /peak-client-reference). Search Console change-of-address logged. Sitemap re-submitted Day 1 with 8 new URLs. Ahrefs + GSC backlink export run Week 1 to catch any externally-linked URL the sitemap missed. Net SEO change: positive from (a) fixing 5 broken/restructured slugs, (b) noindex on thin tag pages, (c) 8 new content-rich pages (case studies + service deep-dives) targeting buyer-intent queries. Existing rankings preserved via the 301 layer.

1.3 — Audience-led information architecture

The current Squarespace site already uses audience-led navigation (/inhouse-legal-teams and /law-firms). v3.0 keeps this shape but rebalances it: in-house leads (BP §5 in-house = 23/25 score, law firms = 16/25), and Fractional Growth Officer is repositioned from headline service to a law-firm specialisation (per Q5 above). The reason is buyer motivation, which differs by segment.

Audience What they’re trying to do What they buy from Matthew Existing clients
In-house legal teams
GC, Head of Legal, Head of Legal Ops		 Productivity. Do more with the same team. Satisfy the board’s AI mandate. Prove the legal function’s commercial value. Cost-centre that needs to look like profit-centre. Legal-tech & AI advisory: evaluation, procurement, implementation, governance. (Layer 4, BP §3) Peak USG · I-MED Radiology · Quest Apartments · Cravable Brands
4 of 5 paying clients
Law firms
Managing partner, COO, head of growth		 Both growth AND productivity. Win more clients, scale partner book, lift utilisation. AND: choose tech, deploy AI, govern data. Profit-centre with two distinct buying needs. Two SKUs: (1) Legal-tech & AI advisory (same as in-house). (2) Fractional Growth Officer — embedded part-time commercial leadership. Australian Lawyers & Advocates
FGO engagement

Why this shape works for the cold-outbound motion. All 5 current clients arrived via warm network, tailored email, or cold LinkedIn DM — not via inbound webform. The website’s job is to be the credibility surface that makes the outbound land. A GC opening Matthew’s cold email and clicking the domain needs to see “this person speaks legal-tech in operator-grade detail” within 5 seconds. The audience-led nav lets that prospect self-sort into the right page in one click. The case-study pages (§1.5) give the prospect somewhere substantive to land. Combined, the homepage + case study + service page is the 3-page funnel an outbound email needs to convert.

1.4 — The advisory practice — one Layer, two SKUs

BP §3 frames the firm as a four-layer service ecosystem: (1) Insights · (2) Community · (3) Education · (4) Advisory & Managed Services. Layer 4 is the only revenue-earning layer today and the source of all 5 current client engagements. Within Layer 4 there are two productised SKUs — not two competing service lines. Phase 1 ships both as standalone service pages so Matthew can paste the right URL into outbound emails.

Layer 4 SKU 1 · Primary surface area

/services/legal-tech-and-ai-advisory

Legal-tech & AI advisory. Independent evaluation, procurement, implementation and governance of legal technology and AI capability. Sold to in-house legal teams primarily; available to law firms as a productivity offer.

Proof points: Peak USG, I-MED Radiology, Quest Apartments, Cravable Brands. Linked from: homepage hero, /inhouse-legal-teams, /law-firms, every case-study page.
Layer 4 SKU 2 · Law-firm specialisation

/services/fractional-growth-officer

Fractional Growth Officer. Embedded part-time commercial leadership for law firms scaling revenue, partner book, and go-to-market. Sold to law firms only. Current /fractional-growth-officer 301-redirects to this URL.

Proof points: Australian Lawyers & Advocates. Linked from: /law-firms only.

Forward signal — not built in Phase 1. Layer 1 (Insights) ships as the existing newsletter + podcast surfaces (§1.7). Layer 2 (Community / Membership) gets a landing page + waitlist in Phase 2a, self-serve commerce in Phase 2b. Layer 3 (Education / Certification) gets a landing page in Phase 1, cohort 1 runs on Drive + login in Phase 2a, Maven portal integration in Phase 3. Layer 4 (Advisory) is fully operational on Day 1 of Phase 1 because it’s how the firm earns today.

1.5 — Case-study pages — the spine of the outbound funnel

Five named case-study pages, one per existing client. Working assumption: consent given (per IA-lock decision). If any client requires anonymisation, flag at content review and the affected page reads “a top-N Australian {sector} provider” with outcomes redacted as needed. Each page follows a consistent template so Matthew can rely on a predictable outbound asset.

URL Sector Audience SKU How the client arrived (per Matthew’s 6 May email)
/case-studies/peak-usg Utilities In-house Legal-tech advisory Warm referral from CIO who knew Matthew from Plexus. Re-evaluation of legal-tech stack post-incumbent.
/case-studies/cravable-brands NEW · 15 MAY QSR / Hospitality In-house Advisory & managed services Referral from legal-tech vendor (Lawvu) impressed by Matthew’s vendor-neutral evaluation process at I-MED. Owns Oporto and Red Rooster brands. Signed 15 May 2026.
/case-studies/i-med-radiology Healthcare In-house Legal-tech / AI advisory Cold LinkedIn DM. AI-tool conversation as door-opener.
/case-studies/quest-apartments Hospitality In-house Legal-tech advisory Warm 4-year-old relationship re-activated. Post-competitor-selection consulting / governance.
/case-studies/australian-lawyers-and-advocates Criminal law Law firm Fractional Growth Officer Cold outbound (4-email cadence to 50 firms → 4 meetings → 1 win), warmed by 10-year-old contact. AI tool opened door, became Growth Officer.

Page template (each case study). Hero (client name + sector + one-line outcome). Engagement context (the situation Matthew walked into). The work performed (decisions made, frameworks applied, vendors evaluated). Outcome (where shareable; redacted otherwise). Matthew’s perspective (1–2 paragraphs). Inline links to the relevant service page (§1.4). Same NAP + CTA pattern across all five.

Existing Squarespace pages preserved. The current site has /peak-client-reference and /lawson-intelligence as one-off case-study URLs. /peak-client-reference 301-redirects to /case-studies/peak-usg. /lawson-intelligence stays as-is (different page, lead-magnet flavour).

1.6 — How I work — the engagement-model page

A new page at /how-i-work. Job to be done: when a GC reads Matthew’s cold outbound email and clicks through to evaluate “is this real?”, this page answers “what would working with Matthew actually look like?” — without forcing them to book a call first. Linked from every service page and every case-study page.

Page sections

→ Engagement model — embedded fractional, scoped projects, advisory retainer. Which fits when.
→ Typical scope shapes — legal-tech procurement (8–16 weeks), AI-readiness assessment (4–6 weeks), governance framework (6–10 weeks), FGO (3+ months retainer).
→ Sequence — intro call → written diagnostic → statement of work → weekly cadence → hand-off.
→ Independence — no vendor commissions, no software resale, no managed-services revenue tied to specific vendors. Conflicts policy stated explicitly.
→ Fees — typical bands by engagement type (BP §6 SKU pricing) without locking specific quotes.
→ CTA — Talk to Matthew (Calendly direct embed).

Why this page exists

All 5 current clients arrived through a 1–2-step process: warm contact → call → engagement. The website’s job in that motion isn’t to generate the lead — Matthew’s outbound does that. The website’s job is to remove friction between the cold-email reply and the booked call.

A GC reading a cold email needs to picture how this would work. Who’s on the call. What gets sent after. How long the engagement takes. What it costs. Whether they’re committing. Without this page, the only places to find out are (a) book a call (high friction) or (b) infer from the case studies (slow).

Built once, links forever, paste-able into outbound as a single “here’s how I work” URL.

1.7 — Publication-engine surfaces (Phase 1, no extra fee)

Marketing Brief v1.0 specifies a heavy publication cadence (bi-weekly podcast, weekly newsletter, public maturity self-assessment, KPI of 100K+ newsletter subs by FY30). Phase 1 reserves the routes and ships the integrations now — absorbed within the signed Phase 1 fee — so the engine has somewhere to land when content goes live. Build of the assessment tool itself is deferred.

Route reserved · Phase 1

/podcast

Episode template + transcript page pattern. Embed slot for Sounder/Transistor (or chosen platform). Live the day Matthew records episode 1.

Integration · Phase 1

Newsletter signup

Substack / Beehiiv embed (per Matthew’s choice) wired into homepage, footer, and inline within every article. HubSpot subscriber sync.

Placeholder · Phase 1

/maturity-assessment

Route reserved + landing-page stub describing the forthcoming public scorecard tool. Tool build itself deferred to Phase 2 (separate scope).

1.8 — Status

Commercial
Signed 4 May 2026
Discovery
Complete
Build
In progress
Target launch
Within 4–5 weeks of kickoff
PHASE 2 · MONTH 4–6+

Community membership + Education cohort 1

Two sub-tracks. v4.0: sequence flipped. Phase 2a is now the Community membership (per-seat licensing, existing-client upsell). Phase 2b is Cohort 1 of the Education product. Driver: lower friction to stand up membership than to write certification material; easier sales motion (existing-client upsell vs cold cert sale).

Why the flip (15 May). Matthew: “There’s going to be less friction to set up the member portal than there is for me to write the entire course material for a whole lot of certifications. There’s less friction to stand up that product line. I think it might also be an easier sales motion that I can go back to my existing clients and say, hey look, for another $500 a month, let’s get you access to the membership area as well, as opposed to going back out to market and having a completely different sales motion for a $3,000 certification with effectively cold clients.”
Phase 2a · v4.0
Community membership
~$2,500 INDICATIVE

Self-serve membership with per-seat licensing

Audience: in-house legal teams + HR L&D buyers (per Matthew on 15 May — not law firms). Matthew’s existing growing asset library (Claude skills, projects, prompt libraries, frameworks) reframed as a downloadable member library — near-zero additional production cost. “Here’s the 20, 30, 50 assets that you can use for so long as you’re a member and you can download one a month or whatever that is.”

→ Auth (email + SSO optional), member directory, profile management
→ Subscription billing (Stripe) — per-seat licensing, not team-wide (Matthew 15 May: licence-utilisation, not team-utilisation)
→ Indicative pricing: ~$500/seat/month (per Matthew 15 May — final tier model in flight, separate document, doesn’t gate build)
→ Gated content: member-only asset library (skills, projects, prompts, frameworks), member-only articles, KPI library, event archive
→ HubSpot 2-way sync (member ↔ contact)
→ Community surface (BP §8 names Circle; embedded or linked from members area)
→ Existing-client upsell motion: Matthew adds membership to current consulting clients as a $500/seat/mo add-on at renewal
→ L&D / HR sales angle: positions membership against $2k+ in-house training certifications HR teams already buy for sales/ops staff
Trigger to start: Phase 1 must be live in production first. Phase 2a then opens immediately — no waiting on a cohort run. Indicative price held at $2,500 build cost from the original Phase 2 Roadmap; final fixed quote at Phase 2a kickoff.
Open question (v4.0): does v3.0’s “Phase 2a Drive + login” pattern still hold for membership, or does per-seat licensing + self-serve commerce force a real platform decision now (Memberstack / Memberful / WordPress Paid Memberships Pro / custom-on-WP)? Resolved at Phase 2a kickoff — doesn’t gate Phase 1.
Phase 2b · v4.0
Education · cohort 1
~$0 INCREMENTAL

First cohort runs on login + shared Drive

Per Matthew’s 12 May call: “I don’t think that needs to be any fancier than probably having login details and like a shared Google Drive where it just says like one materials, week two materials, week three materials.” First cohort runs end-to-end on this stack — learn from it before any platform build. Member-to-cert conversion is now a primary sales channel: members → cohort enrolees rather than cold cohort sales.

→ Cohort 1 enrolment via Calendly + manual confirmation (member-direct upsell preferred)
→ Payment by invoice (existing flow)
→ Materials in shared Drive folder, login-gated
→ Live sessions via Zoom or in-person
→ Certificate issued manually (PDF + LinkedIn-shareable badge)
→ Member ↔ cohort attribution tracked in HubSpot to validate the upsell motion
→ Post-cohort retro feeds Phase 3 Maven-integration scope
Trigger to start: Phase 2a (membership) live and producing enrolment-ready leads. Member-base depth becomes the gate, not calendar time. v4.0 explicitly removes the “build cohort first to feed membership” sequence from v3.0.
PHASES 3 & 4 · FUTURE · NOT COMMITTED

Education portal · Advisory & managed services capture surface

Mapped per Matthew’s 12 May request, framed against the BP v2.0 four-layer service ecosystem (BP §3). Each phase gets its own scope and quote at the prior phase’s close — deliverable lists below are illustrative shape, not commitments. No commitment to spend in this document.

Phase 3 · Month 6–9

Education portal — Maven-style integration (Layer 3)

Triggered when cohort 1 (Phase 2a) completes and Matthew elects to scale beyond manual delivery. Direction set 13 May 2026: a Maven-type education portal (or equivalent purpose-built cohort platform — Maven, Circle, Disco, Mighty Networks) handles enrolment, video, discussion, assessments, certificates and payments. The website’s Phase 3 job is the hand-off layer — not a custom LMS build.

→ Maven (or equivalent) account stand-up + brand theming
→ /services/education → cohort enrol button hand-off
→ Public cert-verify page /verify/{cert-id} for LinkedIn-share validation
→ HubSpot bi-directional sync (enrolments, completions, lifecycle)
→ Cohort detail pages: dates, curriculum, faculty, price ($10k+)
→ Cascade: cert purchase auto-grants 6 months Layer 2 membership
→ Alumni directory + co-credentialing partnership surface
Build implication: ~$2–3k of website-side integration work. Avoids ~$8–12k of speculative custom-LMS construction (LearnDash / LifterLMS + Stripe + HubSpot wiring + content authoring tooling) by leveraging Maven’s purpose-built cohort capabilities. Final Phase 3 SOW & quote scoped at Phase 2a close.
Phase 4 · Month 9+

Advisory & managed services capture surface (Layer 4)

Layer 4 of the BP’s four-layer service ecosystem (BP §3): productised playbooks, bespoke advisory, managed services, implementation engagements, PE/GE diligence. $25k–$2M+ per engagement, sold to enterprise GCs, BigLaw managing partners, and PE/GE investors. The website’s job at this phase is to be the conversion surface for inbound demand the marketing engine has produced over Phases 1–3.

→ Case studies on completed engagements (count, format & subjects scoped at Phase 3 close)
→ Vendor Evaluation Playbook landing & gated download (per MB §6 headline campaign)
→ PE/GE diligence service page (per BP §6 SKU, $40k–$150k)
→ HubSpot pipeline configured to BP’s buyer journey: content engagement → MQL → SQL → opportunity → client (per BP §8 Operating tools)
Detailed Phase 4 SOW, deliverable count, and quote scoped at Phase 3 close from the actual engagement pipeline at that point — not speculatively now.
REMOVED IN v4.0 · PI RISK

AI Agent product (legal niche)

v3.0 listed this as an exploratory future commercial line. Removed in v4.0 per the 15 May call. Matthew: “I would really need to spend some time picking through… what is the professional-indemnity-insurance implications if my AI agent is doing anything quasi-legal. I’m not sure I want to wear that risk. I’m not sure the client wants to wear the risk… it’s a little bit too icky and early in the maturity of this setup to start putting that out there.”

Reconsidered when (a) PI-insurance landscape clarifies, (b) industry/regulator guidance emerges, or (c) Matthew elects to wear the risk on a tightly-scoped pilot. Matthew’s existing consulting-delivery use of AI (e.g. Quest’s contract-review project) is not agent territory — it’s analysis of client-provided documents, signed off by the client, with no legal-advice claim. That work continues unaffected.

Sitemap progression — phase by phase

How the public site & gated areas grow as each phase ships. Green = added in this phase. Routes are indicative; final URLs locked at each phase’s IA workshop.

Phase 1 · live now

Migrated site + 2 new pages

everinghamlegal.com
  • / · /about · /capabilities
  • /inhouse-legal-teams + 3 size sub-pages
  • /law-firms + 2 sub-pages
  • /services + 7 existing sub-pages
    • /services/education new
    • /services/membership new
  • /legal-technology · /legal-process · /legal-skills-and-coaching · /law-firms-marketing-growth collections + 32 articles
  • /client-testimonials · /events-partners
  • /contact · /appointments · /online-enquiry · /quotes-pricing
  • /ai-readiness-pack · /ai-innovation-workshop · /ai-discovery-decision-readiness-workshop
  • /ebook · /ebook-download · /legal-ops-tech-scorecard
  • /lawson-intelligence · /peak-client-reference · /newsletter
  • /privacy-policy · /terms-of-use
All 196 existing URLs ported 1:1 (6 slug fixes only). Two net-new pages added: /services/education + /services/membership (landing pages only at this stage). See §1.2 for full URL coverage.
Phase 2a · cohort 1

+ Cohort recruitment surface

everinghamlegal.com
  • Phase 1 sitemap unchanged
    • /services/education
      • /services/education/cohort-1 new
[external] Google Drive (login-gated)
  • Week 1 materials
  • Week 2 materials
  • …
No new site infrastructure. One marketing page for cohort 1 (dates, syllabus, apply via Calendly). Materials live in shared Drive, link emailed to enrolled members.
Phase 2b · portal

+ Member portal (gated)

everinghamlegal.com
  • Phase 1 sitemap unchanged
    • /services/membership “Join” CTA live
  • /join new · Stripe
  • /members/ new · gated
    • /dashboard
    • /directory
    • /library
      • /articles
      • /kpi-benchmarks
      • /event-archive
    • /community forum
    • /account billing, profile
Auth + Stripe + member-only routes. Phase 3 cert holders cascade in here with 6 months free.
Phase 3 · education portal hand-off

+ Maven-style integration

everinghamlegal.com
  • /services/education enrol button hand-off live
  • /services/membership from P2b
  • /services/education/maturity-programme BP §3 cohort
  • /services/education/procurement-mastery BP §3 cohort
  • /services/education/ai-for-legal-leaders BP §3 cohort
  • /verify/{cert-id} public cert-verify
  • /alumni BP §3 alumni network
Cohort delivery itself runs on Maven (or equivalent) per BP §8. The website hosts marketing pages for the three named cohorts (BP §3), the public cert-verify URL, and the alumni surface. Drive-based delivery from Phase 2a is retired.
Phase 4 · Layer 4 capture surface

+ Advisory & managed services pages

everinghamlegal.com
  • / · /about · /services unchanged
  • /services/membership · /services/education from P2b / P3
  • /services/pe-ge-diligence BP §6 SKU
  • /vendor-evaluation-playbook MB §6 gated lead magnet
  • /case-studies/ · /case-studies/{slug}
Conversion surface for the inbound demand the marketing engine produced over Phases 1–3. Final page set scoped at Phase 3 close from actual pipeline shape — not speculatively now.
existing route added in this phase All gated routes also enforce noindex + login redirect.

Calendar - all lanes, six months

Website phases (this document) running parallel to the marketing engagement (priced separately). Designed so Matthew can see how the build sequences against the content / LinkedIn / ads cadence already underway.

Month Website (this doc) Education / Membership Marketing engagement (priced separately)
M1 (May) Phase 1 - build + launch - Marketing engine activity per separate scope
M2 Phase 1 30-day monitor Cohort 1 scoping conversation Marketing engine activity per separate scope
M3 - Cohort 1 brief finalised Marketing engine activity per separate scope
M4 - Phase 2a - cohort 1 enrolment opens Marketing engine activity per separate scope
M5 - Phase 2a - cohort 1 runs (live + Drive) Marketing engine activity per separate scope
M6 - Phase 2a cohort 1 retro · Phase 2b trigger decision Marketing engine activity per separate scope
M7–9 - Phase 2b portal build (if triggered) · Phase 3 Maven-integration discovery Cohort 2 recruitment per BP roadmap
M9+ - Phase 4 Layer 4 capture surface (advisory pages · case studies) Marketing engine activity per separate scope

The marketing-engagement column is shown for context only. Pricing, deliverables, and KPIs for that lane live in the Month-1 Detailed Roadmap (28 Apr) and the ongoing retainer agreement — not in this document.

Stage gates - what triggers each next phase

Per Matthew’s 12 May call: “The roadmap and the depth and the sort of indicators to know that when we get to the next stage gate.” No phase auto-progresses; each requires Matthew’s signal.

Phase 1 → Phase 2a

Hard prerequisite: Phase 1 site is live in production — not staging, not soft-launch. 30-day monitor period clean (no SEO regression, no broken forms).

Trigger: Matthew elects to recruit cohort 1.

Gate decision: Cohort 1 dates locked, enrolment opened. Phase 2a is near-zero infrastructure cost so the gate is operational, not commercial.

Phase 2a → Phase 2b

Hard prerequisite: Phase 1 site already live in production (carried forward from prior gate). Cohort 1 has run end-to-end and post-cohort retro is complete.

Trigger: Matthew decides to launch self-serve membership commerce.

Gate decision: Phase 2b SOW issued at $2,500 indicative (or revised based on retro learnings). Stripe + auth scope locked.

Phase 2 → Phase 3

Trigger: Cohort 1 (and ideally cohort 2) have demonstrated demand at the $10k+ price point. Manual delivery is becoming the bottleneck.

Gate decision: Phase 3 SOW scoped from cohort 1+2 retros — not from a feature wish-list. Build only what manual delivery proved necessary.

Phase 3 → Phase 4

Trigger: Inbound demand for Layer 4 advisory & managed services engagements (BP §3) outstripping ad-hoc capture.

Gate decision: Phase 4 SOW scoped from actual advisory-pipeline data at the time, not from speculative buyer-journey design now.

Assumptions & what’s deliberately not in this document

A scope document earns its keep by being clear about what it is not.

Assumptions (Phase 1)

→ Brand assets (logo, fonts, colours, photo library) supplied by Matthew before Week 1 close
→ HubSpot admin access granted to 121 Group team
→ Cloudflare DNS access (or delegated authority) granted before Week 4
→ Google Search Console ownership confirmed
→ Squarespace subscription kept active 90 days post-launch as failsafe
→ Single decision-maker (Matthew) for approvals
→ Custom design within existing colour palette & brand style — not a brand redesign

Not in scope of this document

✗ Marketing-engagement pricing (lives in retainer agreement)
✗ Content-cadence pricing (Scenario A → B trigger lives in retainer)
✗ Brand redesign (separate brief if requested, +$8.5–15k)
✗ Copywriting / new content (sits in retainer)
✗ Photography commission (separate, ~$3–5k)
✗ 121 Group dashboard build (separate product, no client charge)
✗ HubSpot lead-vs-contact behaviour fix (separate, ad-hoc)
✗ AI Agent product commercials (future scope when triggered)
✗ Non-WordPress integrations (Salesforce, custom CRM)

What we need from Matthew — per phase

Only items relevant to this document. Marketing-engagement asks live in the Month-1 roadmap.

Phase What we need By when
Phase 1 Brand asset pack (logo SVG, fonts, colours, photo library) Week 1 close
Sign-off on IA + URL map after Week 1 workshop End Week 1
Cloudflare DNS access (or delegated authority) Before Week 4
Sign-off on staging site + 301 redirect map Before cutover
Phase 2a Cohort 1 dates, target enrolment number, syllabus outline M3
Cohort price point lock M3
Phase 2b Trigger signal: “launch self-serve memberships” When ready (post-cohort 1)
Confirm membership pricing model (per-seat / team licensing tiers) At Phase 2b kickoff
Phase 3+ Cohort 1 retro outputs (what manual delivery proved necessary) Post-cohort 1