Kalungi Website Playbook
Diagnose current site against PMF→T1 buyer journeys. Dominant STOP step: Standardize — baseline performance, messaging, and tech debt before redesign.
Deliverable: a website health scorecard covering traffic, conversion, speed, and SEO baselines.
Audit traffic and conversion against SaaStr funnel benchmarks
Engineer pulls GA4 and HubSpot data to baseline sessions, MQL conversion, and bounce. Benchmark against SaaStr seed-stage funnels so redesign targets are grounded, not…
Run Core Web Vitals and technical SEO crawl
Engineer runs Lighthouse and Screaming Frog to score LCP, CLS, INP, and indexation. Google's Web Vitals thresholds gate organic visibility — critical for seed-stage demand…
Map existing page inventory and content gaps
Scribe catalogs every URL by funnel stage and persona. A content gap map exposes where Navigators, Scribes, and Sculptors must build — the foundation for the new sitemap.
Deliverable: a positioning gap report scoring homepage clarity against buyer language.
Score homepage against April Dunford's positioning canvas
Navigator applies Dunford's Obviously Awesome framework — competitive alternatives, unique attributes, value. Seed sites often describe what the product is, not why it wins.
Harvest verbatim Pain language from sales calls and reviews
Scribe mines Gong calls, G2 reviews, and win/loss notes for the exact Pain phrasing buyers use. This feeds Pain-Claim-Gain copy so the site mirrors the buyer's own words.
Design the sitemap, messaging system, and conversion model for T1 scale. Dominant STOP step: Templatize — define reusable structure before any pixels.
Deliverable: an approved sitemap and navigation model mapped to persona journeys.
Build persona-to-page journey map for all four personas
Navigator maps Marketing Leader, Developer, Content Manager, and Designer paths to entry pages and CTAs. Journey-led IA lifts conversion at PMF→T1 when traffic is scarce.
Draft sitemap and navigation hierarchy
Sculptor and Navigator define top-nav, footer, and page tree using card-sorting logic. A lean nav reduces decision friction — essential when seed budgets demand efficient…
Deliverable: a page-by-page Pain-Claim-Gain messaging matrix and tone guide.
Run a Pain-Claim-Gain workshop with sales and marketing
Navigator and Scribe co-author the messaging matrix: verbatim Pain, differentiated Claim, measurable Gain. This T2D3 frame anchors every headline and CTA across the site.
Define homepage value proposition and hero hierarchy
Scribe writes the hero using Dunford positioning plus the Pain-Claim-Gain hook. The homepage value prop is the single highest-leverage asset for seed-stage credibility.
Establish brand voice and tone guidelines
Scribe documents voice, tone, and terminology so multiple writers stay consistent. Standardized voice prevents drift as content scales toward T1 demand volume.
Stand up the new website — design system, pages, and CMS. Dominant STOP step: Standardize — production-ready, on-brand pages live for the PMF→T1 push.
Deliverable: a reusable design system with components, type, and color tokens.
Build component library and design tokens in Figma
Sculptor creates atomic components, type scale, and color tokens. A design system templatizes future pages so the site scales without per-page design debt at T1.
Design high-fidelity homepage and key page mockups
Sculptor designs homepage, product, and pricing pages from the messaging matrix. Mockups validate Pain-Claim-Gain hierarchy visually before costly development begins.
Deliverable: built, QA'd pages in the CMS with on-brand copy and assets.
Develop responsive templates in the CMS
Web Developer (Engineer) builds reusable HubSpot/Webflow templates from the design system. Templated builds let Content Managers ship pages independently at scale.
Write and load page copy using the messaging matrix
Scribe and Content Manager populate pages with Pain-Claim-Gain copy and CTAs. Consistent on-page messaging is what converts scarce seed-stage traffic into pipeline.
Run cross-browser and accessibility QA pass
Engineer QA's responsiveness, broken links, and WCAG accessibility. A clean launch protects brand credibility — buyers equate site polish with product maturity at PMF.
Run the live site — launch, instrument, and iterate. Dominant STOP step: Optimize — turn the site into a tested conversion engine during T1.
Deliverable: a live site with full analytics, conversion, and SEO instrumentation.
Execute launch checklist and 301 redirect map
Engineer runs the launch runbook — redirects, robots, sitemap submission — to protect SEO equity. A botched migration can erase the organic gains seed companies depend on.
Configure conversion tracking and goal events
Engineer wires GA4 events, HubSpot forms, and attribution. Per Dave Kellogg's operating-cadence logic, you can't manage funnel velocity you don't measure.
Deliverable: a prioritized CRO backlog with running A/B tests on key pages.
Build a CRO test backlog scored by impact and effort
Navigator and Engineer prioritize hypotheses using an ICE-style score. Structured CRO prevents random tweaks and focuses limited seed bandwidth on conversion wins.
Run A/B tests on hero, CTA, and pricing pages
Engineer ships tests against Pain-Claim-Gain variants to lift conversion. Iterating on the highest-traffic pages compounds pipeline efficiency through the T1 climb.
Review funnel metrics in a monthly website cadence
Navigator runs a Kellogg-style operating review of traffic, conversion, and pipeline contribution. A standing cadence keeps the site accountable to revenue, not vanity.
Productize the website into a repeatable engine for T1→T2 growth. Dominant STOP step: Productize — playbooks, governance, and programmatic content scale.
Deliverable: a documented publishing playbook and governance model for ongoing pages.
Document a repeatable page-publishing playbook
Scribe codifies the brief-to-publish workflow so any Content Manager can ship on-brand pages. Productized ops decouple growth from individual heroics as you approach T2.
Establish a content governance and refresh calendar
Navigator sets ownership, refresh cadence, and quality gates. Per Patrick Campbell's retention logic, maintained content sustains organic compounding over time.
Deliverable: a scalable page-template system feeding programmatic SEO and campaigns.
Build templated landing pages for campaign and SEO scale
Engineer and Sculptor productize modular templates so marketing spins up campaign and pSEO pages fast. Template velocity is a lever for the demand volume T2 requires.
Integrate website data into the RevOps reporting stack
Engineer connects site analytics to CRM and BI so web contribution shows in board reporting. This closes the loop on the site as a measurable T2D3 growth asset.
