Strategic
Design
Please note that this proposal is only considered valid for up to 30 days past the date noted above.
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United States
Project Summary
Salt Lake Door Company requires a robust, scalable and professional brand foundation and web presence in order to set the stage for ongoing, aggressive growth.
This proposal covers a Strategic Web Design + Brand Foundation package: a refined logo, typography, colour palette, iconography and a basic brand guide, paired with a custom, conversion-focused website and copywriting support to speak clearly to your target audience.
The full build runs across five phases — exploration, branding, homepage design options, full site build, and final QA/launch — for an estimated total timeline of 7-11 weeks. Optional monthly retainers are available afterwards to keep the site maintained and continuously improving.
Scope
Website, as per the sitemap outlined in this document
New logo, or a refined version of the design shared with us, plus a digital brand guide covering typography, colours, common web UI elements and iconography
Branding excludes branding mockups, moodboards and stylescapes.
Web design excludes deep strategy and advanced SEO/AEO.
03
The Options
Option 1
Strategic Web Design + Brand Foundation
$7,000
+ Hosting (~$360/year)
+ Domain
Custom website, optimised for scalability, solid user experience and conversion-focused
Brand foundation desig, including logo design/refinement, typography, color palette, iconography, and basic digital brand guide which will live at saltlakedoor.com/brand
Copywriting assistance taking into account competition, target audience, goals and conversion best practices
Services included
Web Design + Dev
Branding
Copywriting
Optional add-ons
Standby Retainer
Maintenance on standby. Includes up to 4 hours per month for fixes and minor content updates, as needed and on request @$200/month
Partnership Retainer
A web designer in your corner, for a fraction of an employee salary and none of the headaches. Includes up to 8 hours per month to be used flexibly for things like ongoing optimisation and testing, 1 blog post per month, fixes, upgrades and updates @$400/month
04
THe Sitemap
Static page
Home
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Primary conversion page and introduction to SLDC. Quickly routes visitors between urgent repair and planned replacement/upgrade, establishes trust, showcases reviews/work, and drives calls or bookings.
Static page
Garage Door Repair
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garage-door-repair
Main repair landing page for homeowners with malfunctioning doors. Covers common problems, explains SLDC’s repair approach, and directs users toward relevant specialist services or booking.
Static page
Broken Spring Repair
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garage-door-repair/broken-spring-repair
Dedicated high-intent page for one of the most common garage-door failures. Built specifically to capture homeowners searching for spring repair and convert them quickly into service requests.
Static page
New Garage Doors
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new-garage-doors
Targets homeowners looking to replace or upgrade their garage door. Focuses on door options, curb appeal, insulation, quality, installation workmanship, and estimate requests.
Static page
Garage Door Openers
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garage-door-openers
Covers opener installation, replacement, upgrades, smart/Wi-Fi systems, and potentially opener repair. Positions SLDC as capable of handling both the mechanical door and its operating technology.
Static page
Garage Door Maintenance
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garage-door-maintenance
Promotes preventative maintenance and tune-ups that reduce breakdowns and extend component life. Also creates an opportunity for repeat customers and eventually recurring maintenance reminders through ServiceTitan.
Static page
Reviews & Our Work
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reviews-and-our-work
The site’s main proof page. Combines customer reviews with real completed projects, before/after imagery, installations, repairs, and other evidence of workmanship.
Static page
Service Areas
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service-areas
Hub showing where SLDC operates and linking into individual local pages. Helps homeowners confirm coverage while creating a scalable structure for local SEO.
CMS Template Page
Service Area Detail
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service-areas/area-name
Dedicated pages for priority markets such as Salt Lake City, Bountiful/North Salt Lake, Sandy/Draper, etc. Each should eventually contain genuine local work, reviews, imagery, FAQs, and relevant information rather than duplicated city-name SEO copy.
Static page
Resources
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resources
Educational content hub designed to build organic search visibility and position SLDC as a useful homeowner resource. Not a major navigation priority initially, but important for long-term SEO growth.
CMS Template Page
Resource Article
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resources/article-name
Reusable template for articles such as Repair vs. Replace, Signs of a Broken Spring, Garage Door Costs in Salt Lake, or Utah Winter Maintenance. Lets the content strategy grow without requiring new page designs.
Static page
Book Service / Contact
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book-service
Dedicated conversion endpoint for calls, service requests, estimates, and eventually online scheduling. The form should remain CRM-neutral now so it can transition cleanly from the current workflow into ServiceTitan later.
Static page
About / Why SLDC
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about
Establishes the people, history, values, and philosophy behind the company. Particularly important for communicating the professional, premium, local, no-pressure positioning Walker wants.
05
The Timeline
Option 1
Phase 1: Exploration
~ 1 week max to explore options around the best way to approach the branding and website design.
Phase 2: Branding
~ 1-2 weeks max, to finalise logo design/refinement, typography, colour palette iconography and basic brand guide.
2 rounds of revisions included, $500 per revisions round after that.
Phase 3: Website Homepage Options
~ 1-3 weeks max, to present 2-3 options for homepage design, mocked up on a staging link
2 rounds of revisions included, $500 per revisions round after that.
Phase 4: Balance of Website Build
~ 3-4 weeks to build out the rest of the site, including all scoped integrations.
1 round of revisions included, $500 per revision round after that.
Phase 5: Mobile Optimisation, Pre-flight Checks and LAUNCH
Within 1 week to mobile-optimise, QA-check the site for broken designs or links, ensure all basic SEO (alt text on relevant imagery, schema in place, meta titles, descriptions, favicons, general social share imagery) is in place, transfer the site to your own workspace, get hosting paid, connect and LAUNCH.
Total Project Timeline Estimate: ~7-11 weeks
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The Terms
Project Terms
This document outlines the principles that guide our collaboration. Its purpose is to ensure a smooth, transparent, and successful partnership as we build your new website. By creating a clear understanding from the start, we can focus on what truly matters: creating a high-performance website that achieves your business goals.
Please read through these points carefully. Your project deposit will serve as your agreement to these terms.
Caleb Koenig
Calbie Creative
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