Equinox Business Law Group Website Quote --- Jul 2026 # **Objective** Rebuild the Equinox website on a modern, block-based WordPress framework so it becomes a platform AI Smart Ventures can execute their 12-month marketing strategy on, rather than an obstacle to it. The brand and content library are strong. What's missing is underneath: a design system, an entity and schema layer, and templates a content team can publish into without a developer. # **Why This Is a Rebuild** We audited the live site before pricing. These findings line up closely with what AISV identified independently, and they're the reason this is a rebuild rather than a set of patches. **The platform is the core problem.** * The site runs on `html5blank`, a bare starter theme with no design system, driven by Beaver Builder. Every page is locked into proprietary page-builder data. * Adding a new page type, template, or content block requires developer work every time. * **This directly blocks the AISV publishing engine.** Phase 02 depends on OpenForge drafting posts straight into WordPress. On the current setup that content arrives unstyled and looks nothing like the pages around it. We believe that's exactly why the strategy calls for "polishing the migrated blog's formatting." On a proper framework the problem disappears permanently, because new content inherits the design automatically. **The structured data is generic, and in places incorrect.** * The firm is described to search engines and AI as a generic `Organization`, not a legal service. There is no address, no phone number, no service area, and no local business markup anywhere. * The site declares two different names for the firm, "Equinox Law Group" and "Equinox Business Law Group", which splits the entity AI search is trying to recognize. * There are no Person entities for the team. Michelle's author markup is a placeholder avatar with no job title, no firm association, and no link to her bio page. * Some posts have conflicting author attribution, crediting a guest contributor in the text while the data credits Michelle. * The homepage carries two `H1` headings, one of them the logo link wrapping a block of commented-out image markup, while the visible hero line sits in an `H2`. The homepage title tag is "Home - Equinox Law Group." **There's nowhere for the strategy's key pages to live.** * All nine practice areas and five industries share one URL, one page title, one meta description. * There is no fractional GC landing page, no pricing page, and no FAQ content anywhere, all three named as priorities in the AISV plan. * The contact page has no address, no map, and no location content, while the header advertises five states. For a Washington-focused growth plan, that works against you on every local signal. **The good news, and it's genuinely good.** * Your 510 blog posts are stored as clean standard content, not locked into the page builder. They migrate across intact. * Your tracking stack (Google Tag Manager, GA4, Hotjar, RB2B, Meta pixel) is already in place, so this project preserves and verifies it rather than rebuilding it. * The heavy lifting is in roughly 33 pages, and a third of those are team bios off a single template. ## **How This Splits With AISV** We're building the machine. AISV is running it. You shouldn't have to sit in the middle relaying technical requirements between two vendors, so we'll coordinate with them directly throughout the build. | We handle | AISV handles | | :---- | :---- | | Platform, templates, design system | Content strategy and final copy direction | | Structured data and entity layer | Keyword and topic selection | | Site architecture and URL structure | Publishing cadence and SEO execution | | Forms, CTAs, conversion mechanics | Paid campaigns, email, CRM | | Making sure everything they need to publish into exists and works | Marketing measurement and reporting | In practice: we build the FAQ block and FAQ schema so their FAQ content has somewhere to go. We build the pricing and comparison structure so they supply the tiers and numbers. We build the topic hub template and URL architecture so they can add hubs without coming back to us. We make sure the WordPress REST API and post templates support their publishing tooling. # **Scope** ### Website Design The base scope is a faithful rebuild with a real design uplift. We work from your existing brand and rebuild it properly in the new framework, applying our own judgement on layout, hierarchy, typography, spacing, and calls to action. A clear step up, without asking you to relearn your own website. We do **recommend adding the design mockup round** in the add-ons below. It gives you a designed concept and one feedback round before we start building, so the direction is approved rather than discovered. ### Template Creation #### ***Basic Template Creation*** This includes the creation of all the basic template elements such as: * Header, footer, and other template areas * Menus, including a navigation structure that surfaces your services and the general counsel offer * Consistent colour palette, typography settings, spacing scale, and button styles * Reusable UI blocks and layouts used around the site, including the section types the new AISV copy calls for: the three-step Assess / Prioritize / Protect and Grow process, the before-and-after comparison, the objection-handling accordion, and the grouped value proposition. Built as patterns, these can be reused on any page later without developer involvement. The template will: - [ ] Have a clean SEO friendly structure - [ ] Use the most current WordPress with the Gutenberg block editor and the Kadence premium theme framework, with an unlimited lifetime premium licence included - [ ] Fully responsive design (will display nicely on all common device screen sizes) - [ ] Be compatible with most plugins and additional frameworks that you may want to add in the future - [ ] Have a backend that focuses on user-friendly content management, easily accessible to an average user with no technical skill or knowledge of coding languages - [ ] Not contain any hard coded content - [ ] Have templates ready for various content types #### ***Baseline Structural SEO / AEO*** - [ ] Proper heading structure across all pages and post types, resolving the current duplicate and mis-levelled headings - [ ] Breadcrumbs - [ ] Clean XML sitemap, with the abandoned empty taxonomy retired - [ ] General technical accessibility best practices - [ ] Block "thin" pages from search engines - [ ] Redirect map for retired or restructured URLs, so existing rankings and links carry over #### ***Performance*** The current site loads 33 external scripts and 18 stylesheets. That's how this particular site was assembled rather than anything inherent to the platform, and a clean rebuild sheds a good portion of it. Some weight stays, because the heaviest single asset comes from Gravity Forms, which the scope deliberately keeps. Also included: - [ ] Image optimization across migrated media - [ ] Lazy-loading configuration, including conditional loading of retained plugin assets so form and filter CSS only loads where it's used - [ ] Core Web Vitals measured on the homepage, a practice area page, and a blog post before launch, and reported to you *We'll report measured before and after numbers rather than promise a score. Performance is a build-quality outcome, not a property of the theme.* #### ***Standard Page Creation*** - [ ] **Home page** with custom layout and dynamic elements, built to the full landing page structure in the AISV brand story: hero, problem, stakes, guide, value proposition, three-step plan, transformation, before-and-after, who it's for, objection handling, assessment, and final call to action - [ ] **8 to 10 core pages**: About Us, Our Approach, General Counsel, Practice Areas, Contact, Blog index, Legal Health Check, A La Carte Solutions, Testimonials, Events - [ ] **9 team bio pages** on a single repeatable template - [ ] **4 policy and legal pages** migrated directly - [ ] **Audit of roughly 6 legacy or orphaned pages**, with a recommendation on each to migrate or retire with a redirect #### ***Post Structure and Blog Migration*** - [ ] **Migration of all 510 existing posts**, with categories, tags, dates, and featured images intact - [ ] Blog index and single post templates, including author display, categories, and end-of-post calls to action - [ ] **Search and category filtering on the blog index.** Currently 57 pages of pagination with no way to filter. Your existing Search & Filter Pro licence will be used. - [ ] A post template that AI-drafted content lands into cleanly and on-brand, with no manual formatting #### ***Author Structure*** The blog is the engine AISV will be running, and it has no working author layer today. - [ ] Audit and consolidation of author accounts. There are 14 authors with published posts against 9 current team bios, and 20 user accounts in total, so most belong to former staff. We'll bring you the list and you decide, per person, whether to keep the byline, reassign the posts, or retire the account. - [ ] Author profiles with photo, title, and bio, connected to the corresponding team page - [ ] Author archive templates - [ ] A working guest and contributor byline mechanism, so outside contributors are credited correctly in both the article and the structured data - [ ] Correction of author attribution where the article text and underlying data currently disagree *A full editorial review of all 510 posts is not included, since the AISV plan covers content pruning in a later phase.* ### Advanced AI Schema This turns the site from something search engines merely crawl into something AI answer engines can identify, understand, and cite. It's the piece most directly aligned with AISV's goal of winning share of voice in AI search against much larger firms. - [ ] **Correct firm entity.** Proper `LegalService` markup with a single canonical firm name, real address, phone, service area, and verified social profiles, replacing the current generic and conflicting markup. - [ ] **Consistent naming for the assessment.** It's currently called "Legal Health Check" on the site, "Business Health Assessment" in the AISV strategy, and "Business Legal Health Assessment" in the brand story. Since it's the transitional call to action on every page, it needs one name everywhere: navigation, CTAs, page title, and structured data. - [ ] **Local business and service area markup** focused on Washington, with Oregon secondary - [ ] **Person entities for every team member**, each with job title, firm association, and verified profile links, bound to their real bio page rather than a placeholder avatar. This is what makes Michelle and the team recognizable entities to AI search rather than names in a byline. - [ ] **Author to bio binding**, so the blog author and the team member resolve as the same person rather than two competing records - [ ] **FAQ blocks with `FAQPage` markup as a reusable pattern**, so AISV can add question-and-answer content to any page without a developer. The objection-handling content in the AISV brand story is already in exactly this shape, so this goes to work on day one. One honest note, since it appears in the AISV plan too: Google stopped showing FAQ rich results in Search on 7 May 2026. The value of FAQ content now is that it answers the questions buyers actually ask, which is what AI answer engines surface, not a rich snippet. - [ ] **Service schema** on practice area content - [ ] **Article and author schema** across the blog - [ ] Validation of all structured data before launch ### Contact Page and Washington-First Local Setup - [ ] Rebuilt contact page with real location content, address, and map, none of which exists today - [ ] Service area presentation focused on Washington, with Oregon secondary - [ ] Removal of the Colorado, Virginia, and DC references from the header and site-wide location signals, which currently dilute every Washington search signal. We'll confirm the approach with you first. - [ ] Rebuilt contact form in Gravity Forms with light qualification, so leads arrive with useful context and a source attached and can be routed cleanly into Pipedrive - [ ] Your existing attorney-client privilege disclaimer carried over ### Calls to Action Every call to action on the site today is the same one, "Schedule a Meeting," pointing at a raw Outlook booking link. That's the highest-commitment step you offer, with nothing in between. The AISV brand story defines the pairing: **Book a Consultation** as the direct call to action, **Take the Business Legal Health Assessment** as the transitional one, for visitors not ready to book but ready to engage. We'll build to that. - [ ] A paired CTA structure carried consistently site-wide, replacing the current single high-commitment ask - [ ] Reusable CTA blocks so AISV can place them anywhere without developer involvement - [ ] Persistent header CTA and end-of-post CTAs across the blog - [ ] The assessment given proper prominence and a clean path in, rather than sitting behind an anchor link partway down a page. This is the "front door" role the AISV strategy assigns it, and it's currently the weakest link in the funnel. - [ ] CTA click and form submission events wired into Google Tag Manager, tracked separately for the direct and transitional paths, so the pipeline numbers AISV reviews weekly are measurable ### Tracking Preservation Your Google Tag Manager, GA4, Hotjar, RB2B, and Meta pixel installations are already live. A migration is exactly where tracking silently breaks, and the AISV plan depends on RB2B and Hotjar data from Phase 02 onward. - [ ] Audit of all existing tags before migration - [ ] Re-implementation and verification of each on the new site - [ ] Confirmation that data is flowing correctly post-launch before we close the project *The AISV strategy mentions Hotjar needs reconnecting, which suggests at least one tag is already misconfigured. We'll flag what we find.* ### Content We migrate all existing content into the new templates, and **draft placeholder content** for the pages and sections that need it, including the new homepage, working from the AISV brand story, the marketing strategy, and your existing copy. That drafted content is a starting point, not a finished product. **It gets finalized by the Equinox team with AISV's guidance**, so voice and messaging decisions stay with the people who own them. The practical benefit is that the build never waits on copy and you're never reviewing Lorem Ipsum. ### Training - [ ] One 1-hour session covering content management, publishing, and using the reusable blocks. Recorded so it can be shared with anyone who joins later. ### Launch We handle the launch, including a full checklist confirming everything works, redirects are in place, structured data validates, tracking fires, and the site is search-ready from day one. ### 30 Day Post-Launch Support Free support for problems related to features in the original scope, plus a reasonable amount of support for backend content questions. ## **Optional Add-Ons** ### Design Mockup and Review Round, $600 (recommended) A designed concept for the key pages with one comprehensive round of feedback, delivered **before** we start building. The difference between a site designed with your input and a site designed on our judgement alone. For a small amount of money, worth taking. ### Fractional General Counsel Landing Page with Tiered Pricing, $650 The highest-priority item in AISV's Phase 01 plan, and the basis of their "Equinox the Playing Field" concept: nobody in law publishes pricing, and that's exactly what buyers now ask AI. The three tiers already exist on your General Counsel page (Signature General Counsel, Legal Maintenance, Advisor), unpriced and sitting two levels deep under "Our Approach." This builds a dedicated landing page with a pricing and tier comparison structure, a fixed-versus-hourly comparison table as a reusable block, and pricing schema so it's eligible to be cited by AI search. We draft the structure and placeholder copy. Actual pricing comes from you, with AISV's guidance. ### Practice Area and Topic Hub Architecture, $350 AISV's Phase 02 is built on Owner, CFO, and HR pillar hubs, and there's nowhere on your site for them to live, since nine practice areas share one URL. This builds the hub and child-page template plus the URL architecture, so hubs and practice area pages can be added indefinitely without developer involvement. Much cheaper to do now than to retrofit in three months when the content is ready. ## **Hosting & Maintenance Options** You're free to keep the site wherever it's hosted now, and we'll launch to whichever host you prefer. If you'd rather we handle it: **Hosting, $29/mo** * Free CDN for media hosting * Free SSL * Nightly backups * Regular plugin updates. If anything doesn't update correctly, we roll it back and tell you what's going on. **Support, prepaid hourly blocks** * 5-hour block, $599 * 10-hour block, $999 **Hosting and Support, $299/mo** Everything in hosting, plus ongoing support. You're free to email us any time with questions. As long as it's a quick question, we'll do our best to answer or resolve it rather than sending you off to a support chat. # **Cost in USD** | Item | Cost | | :---- | ----: | | Website rebuild on Kadence: design system, templates, 33 pages, 510 post migration | **$3,800** | | Advanced AI Schema: entity, team, author and FAQ structured data | **$800** | | Blog, author and filtering structure | **$450** | | Contact page and Washington-first local setup | **$350** | | CTAs, performance, tracking, launch, training, 30 day support | **Included** | | **Base Total** | **$5,400** | **Payment: 50% deposit + 50% on completion.** ### Optional add-ons | Add-On | Cost | | :---- | ----: | | Design mockup and review round **(recommended)** | $600 | | Fractional GC landing page with tiered pricing | $650 | | Practice area and topic hub architecture | $350 | **Base plus the recommended design round: $6,000.** ### Not included * **Final copywriting and content strategy.** We draft, Equinox finalizes with AISV's guidance. * **Content audit and pruning of the existing 510 posts**, covered in a later AISV phase * **Rebuilding the Business Health Assessment as an interactive AI-driven tool.** This is AISV's Creative Concept 03 and is a project in its own right. This scope places and instruments the existing assessment properly as the site's front door. * **Pipedrive integration beyond clean form routing and source attribution** * **Ongoing SEO, advertising, social, and email execution**, all with AISV * **Hosting**, unless you take our hosting option above * **Third-party licence fees.** The site relies on Gravity Forms, Search & Filter Pro, and Termageddon for cookie consent. We've assumed those licences are active and transferable, and we'll reuse them. If any have lapsed we'll flag it in week one. The Kadence premium framework licence is included in our build at no ongoing cost to you. # **Timelines** ### Start Date We are holding a project intake slot for **August 17, 2026**. **This start date is pending availability at the time of acceptance and prompt attention to a 50% deposit invoice.** Please note that our capacity is limited and we may need to prioritize projects in the order they were approved. This changes daily, so available start dates are subject to frequent change. If we receive approval and are able to start earlier, we'll do our best to work ahead of schedule, also depending on your availability. ### Completion Time We expect to complete the project within **6 weeks from the start date**, assuming prompt feedback from your team. That puts launch in **late September 2026**, which lands the foundations inside the AISV Phase 01 window and ahead of the fall GCS cycle their plan is built around. * **Week 1.** Discovery, access, staging environment, sitemap and redirect map confirmed, AISV technical requirements aligned. Design mockups if that option is taken. * **Week 2.** Design system and core templates built * **Weeks 3 to 4.** Page build, drafted content, and full migration including the 510 posts * **Week 5.** Structured data, forms, CTAs, tracking, filtering, performance * **Week 6.** Review, revisions, launch checklist, training, launch Because we're drafting placeholder content, nothing in the build depends on waiting for final copy. Equinox and AISV can finalize wording in parallel, before launch or after. # **Things We Need to Confirm** None of these change the price. They're items to settle in week one. **Hosting and access.** We'll need the current hosting environment, domain DNS, and WordPress admin. We build on a private staging site and migrate at launch, so the live site stays untouched until you approve. **The multi-state question.** Your header currently advertises WA, OR, CO, VA and DC. Concentrating location signals on Washington will meaningfully help you there, but it's your call whether Colorado, Virginia and DC come off entirely or stay as light secondary pages. We'll recommend, you decide. **The Business Health Assessment.** We can't tell from the outside what platform powers the assessment form, since the page's buttons point at an anchor rather than a visible embed. We'll confirm in week one and make sure it carries over cleanly. **Who the site should speak to.** The AISV strategy targets businesses at $10M+ in revenue, while the brand story's "who it is for" copy sets the bar at roughly $2M. Those point at different visitors, and the answer shapes the homepage qualification copy and the pricing tiers. **How services should be organized.** The brand story groups the offering into four areas, the current site uses nine practice areas, and the strategy calls for Owner, CFO and HR topic hubs. Three different cuts of the same thing, not necessarily in conflict, but the structure needs settling before the practice area architecture is built. **Content freeze.** AISV is actively working on the site during Phase 01. We'll coordinate with them on publishing during the build so nothing gets lost between the old site and the new one. # **Additional Terms** The following are our standard terms for website projects and may not all be applicable to this specific project. **Scope Confirmation.** The proposed approach and costs are preliminary and subject to adjustment should the scope change. **Scope Changes.** We understand that it is often impossible to foresee and confirm every detail related to scope, so we expect that there may be some small changes as we move forward. However, if there are changes that significantly impact the amount of work required, we may need to compensate by limiting scope in other areas or adjusting the quote. We will discuss the options if this comes up. **Start Dates.** We aim to start work as soon as possible, but for consistent planning we generally officially start new projects on the 1st and 15th of the month and require your clear approval at least 1 week prior to the official start date. Any deposits must be paid before the target start date to avoid the potential need to push the start into the next available start date. **Deposit and Payments.** Official work on the project will not begin until the initial deposit payment is received. The final invoice will be issued at time of material completion of the website. **Material Completion.** If the majority of the website is completed but awaiting content or other final detail, the site will be considered completed and will be launched as soon as we receive the final details required to do so. **Delays.** If the project is on hold for a lengthy period due to client-side factors, there may be restart fees. **Content Freeze.** In cases where we are migrating content from an existing website to another, we ask that clients let us know if they are concurrently updating content on their live site while we are building the new site so we can make appropriate plans to sync the content on launch. By default, we assume that there is no need to sync content before launch unless this issue specifically comes up during the staging process. There may be extra fees related to syncing content after the new site is launched. **Content.** On this project we will draft placeholder content for pages and sections that need it, working from your existing site, the AISV brand story, and the marketing strategy. That drafted content is a starting point. Final copy, voice, and messaging decisions rest with Equinox, guided by AISV. You remain responsible for providing suitable images except where specifically written into the scope. **Third-Party Platforms.** This project depends on services operated by Google, Hotjar, RB2B, Meta, Gravity Forms, Termageddon and others. We will integrate with them according to their published capabilities, but we do not control their platforms, pricing, uptime, or policy changes. Fees charged by those platforms are separate from this quote. **Collaboration with AI Smart Ventures.** This scope is built around a defined division of responsibility between our team and AISV. Where their input is a prerequisite for ours, such as final pricing, FAQ content, or topic hub direction, delays on their side may affect our timeline. We will flag any such dependency as early as possible rather than letting it quietly move the launch date. **Training.** We will provide basic guidance on features within the scope of this project so that you will be able to manage the day-to-day functionality. Full training in advanced WordPress features or template design is not included. **Launch.** We will handle the launch of everything we've built. If launching on a host you control, we may need access to your website's cPanel or FTP access. **Support.** We will include support for bugs or content management training related to features developed in the scope of this project for a period of 30 days after material completion. Changes or new features that were not outlined in the original scope can be done as part of a future engagement or maintenance package. **Future Maintenance.** We build our sites so that they can be completely maintained by the site owner. However, we can provide ongoing services which include basic web maintenance, or we can offer small maintenance packages.