The Food Addiction Institute Website Quote --- July 2024 # **Summary** # **Scope** ## **Planning & Design** ### Sitemap & Features The current live site should not serve as a reference for design, but can help guide the sitemap/structure of the new site. However, we will make some changes to the structure. We’ve included the note from an idea of the new structure in the [Appendix](#sitemap-notes). However, this will need to be adapted to include all the sections and features in the proposal. We will confirm a final sitemap before we begin designing. ## **Website Creation** ### Website Design The website design will be professional and conform to modern, device responsive, standard layouts that users are comfortable with and are easily compatible with readily available WordPress UI patterns. The design of both sites will match, using the same theme and colours but adapted for the different purposes and with their own navigation. The main mockup will be for the foodadditioninstitute.com, but serve as a reference for both sites. Before we begin, we’d just ask that we be provided one or two websites for design reference/inspiration. This will help us get off on the right track. The websites do not need to be in a related industry, but provide a good reference point for the style of site you like. Also, if you have a colour pallet or some guidance for colours, that will be beneficial. The more specific comments you can make about what draws you to those designs the better\! After receiving some initial input we work through the following process: - [ ] Draft Mockups * Content for mockups will be taken from the existing site. It can be rewritten as needed in the “staging” phase of development. * If provided, we will leverage any colour guidance you provide. Otherwise we will match our colour scheme to your logo ![][image1] * Will include the following page mockups which will establish the baseline for your design. Other pages will be developed directly on the staging site following the look and feel established here. - [ ] Home Page - [ ] About Page (as an example of a typical page template) - [ ] Partners listing page, with placeholder partner names and logos (as a demonstration to a typical “index” page - [ ] Articles page (as an example of a typical index page layout * For PhilWendall.com we will provide a mockup for - [ ] Home Page - [ ] One Round of Feedback: * Feedback can be provided in the form of a comprehensive email or document or in a meeting. We only ask that full feedback be provided all at once. * We will discuss any limitations or challenges related to your feedback and come to an agreement of what will go into the final mockups - [ ] Final Signoff * Once we have incorporated the feedback, we will send for final review * You will be able to provide some final specific changes required before final signoff * We will make the final polishes and submit for signoff Final signoff indicates that you approve of the overall design and significant changes further down the road may involve additional cost ### Template Creation (applies to both websites) #### ***Basic Template Creation*** This includes the creation of all the basic template elements such as: * Header, footer, and other template areas * Menus * Consistent colour pallet, typography settings, etc * Setup of necessary UI blocks and layouts which will be used around the site The template will: - [ ] Have a clean SEO friendly structure - [ ] Use the most current WordPress with Gutenberg Editor and modern premium theme framework with an unlimited lifetime premium licence - [ ] 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 focus on user-friendly content management, easily accessible to an average user with little significant technical skills or knowledge of coding languages - [ ] Not contain any hard coded content - [ ] Have templates ready for various content types #### ***Baseline Structural SEO*** The new site will conform to all main technical SEO best practices including - [ ] Proper heading for all pages and post types will conform to SEO - [ ] Breadcrumbs - [ ] Basic schema for webpages, breadcrumbs, etc - [ ] General technical accessibility best practices - [ ] Clean XML sitemap - [ ] Block “thin” pages from search engines #### ***Standard Page Creation*** We will manage the creation of all the pages on the new site within the given template. Most will be simple images \+ text, with some exceptions that require more complex page sections and UI elements. - [ ] Setup / layout for about 10-15 general pages - [ ] Integration of other standard index pages such as blog posts, shop pages, etc #### ***Board*** This will be a fairly standard “team” feature where you can manage team members in the backend and they will be listed on the site with clickable profiles. The fillable fields will be: * Name * Image (not this will be a headshot, not the predesigned profile thumbnail on the current site) * Title #### ***Partners & Leaders*** This is a new feature, not found on the current website. We will have a separate backend page for these. We’ll refer to them as “Leaders” for now. Leaders will have standard information (name, image, link, etc) as well as a customizable page. - [ ] Build area in backend for leaders - [ ] Gather list of standard info (name, image, link, etc) and build out leader management area - [ ] Add ability to categorise leaders by “discipline” - [ ] Add an option to set a leader as a “Partner” (meaning they are paid) - [ ] Leader profile pages - [ ] Create a UI block that can list out a filtered list of leaders anywhere on the site. Eg: List out all “Educators” \+ “Partners”. We can use this to build the partner index page as well as the futures in food addition page #### ***Resources Backend Structure and Setup*** Once of the main features of this site is a very comprehensive library of resources. Our approach will be to transfer all of the above, except podcast episodes, into the “Posts” section of wordpress. We will create a custom taxonomy called “Type” so that they can be grouped into the appropriate type. This approach will enable you to list either all resources together or separately on any given page. Users will also be able to filter, search, and browse items easily on the front end. NOTE: the podcast is different. The podcast itself will be a resource, but not individual episodes. The podcast will be dealt with separately below in this proposal. - [ ] Add features to posts section meta depending on post type - [ ] optional URL redirect. If enabled, viewing the post will redirect to another URL like an affiliate link, landing page, or a PDF - [ ] Optional “no click” which will make the item on the index appear simply as a listing and not a clickable resource. - [ ] Video Thumbnail: in index page, a video player will replace the featured image - [ ] Add a custom meta field for “Source” (used for researcher, or other credited source for the resource) - [ ] Add a custom meta field for up to 2 other parameters to be provided at a later date, so long as they are feasible - [ ] Create a standard default post template with sidebar that has CTA and resource navigation - [ ] Migrate all resources (except podcasts) over to wordpress and set the up according to their type and appropriate presentations - [ ] Articles: migrate 82 articles. Each will appear as a typical “post” with text, images, and thumbnail. The index card will have an image thumbnail, clickable titles to view the article, and auto-generated excerpt/preview text. - [ ] Videos: migrate 32 videos. Each will have an embedded video and summary text and video thumbnail. The index cards will have a playable video as the thumbnail, clickable title to view the video page, and auto-generated excerpt/preview text. - [ ] Research: Migrate 34 research posts. These will have summary text, a link to a PDF, link offsite to the research, and a thumbnail image. The index card will have an image thumbnail, clickable titles to view the article, and auto-generated excerpt/preview text. Alternatively, the title can link direct to the pdf or offsite research if desired.. - [ ] Books: migrate 62 books. Books will not have a separate page on the new site, but instead will redirect to the book link (affiliate amazon link or elsewhere). The index will have a thumbnail image, title, and potentially an excerpt / preview text if written at a later date. - [ ] Peer Support: migrate 10 peer support listings. These will not have summary pages, but instead will either have a “no click” option making them not clickable or a redirect link similar to the books post, linking to an external site. - [ ] Other Resources: these can be anything you like, but one item we will migrate here is the podcast as a whole. Clicking it will take users to the podcast website. - [ ] Create a master resource page with filter and search option. - [ ] Filter by type - [ ] Filter by “source” - [ ] Filter by up to 2 other parameters as long as they are feasible - [ ] Search by keyword - [ ] Browse by date (month/year) - [ ] Browse by category and tag - [ ] Create index pages for each of the resource types using a filtered index query - [ ] Each index page will use the existing page for that resource as a source for overview content and will list out the resources of that type ***Shop*** We will build an ecommerce shop on both websites. We recommend using Stripe.com for the payment processor unless you are using something else already which can be easily integrated into WordPress. - [ ] Create shop pages (product list, product pages, checkout pages, etc) - [ ] Assist in setting up Stripe.com account - [ ] Basic shop settings for taxes, shipping etc. NOTE: Set up one sample product. Notes: * There are currently no products on the live site. It will be your responsibility to add products. * We are assuming standard products without complex configurations. For example, A shippable product in a few different colours would be a “standard” product. A customizable product or a subscription to a service would be beyond the scope of this proposal. * shipping calculations beyond simple rules like flat rates or per quantity rates may involve extra cost. #### ***Podcast*** We will look into how the podcast is embedded on wix. It appears to be just embedded as an iframe within the site. If this is the case, we can replicate it easily on a podcast page in wordpress. However, it will not be possible to customize the look of the podcast browser, it will simply site embedded within the current site. If it is not possible to embed the podcast in wordpress (unlikely) we will of course already have the podcast general link in the resource section and recent episodes could be displayed in the RSS based listing feature below. We could separately quote on a feature to automatically create individual podcast episode resources based on the RSS feed, but this will likely not be necessary and would come with an extra cost. #### ***RSS based article listing*** This feature allows you to use an RSS feed from a 3rd party site to list out articles for a set period of time. Clicking the links to the articles will take the user to the original article on the 3rd party site. - [ ] Build RSS reader which takes the following settings: * RSS feed(s) * Max number of articles to display * Number of days to display - [ ] Build a front end display for articles. It will display * Title * Source website * “Read Article” button * If we are fairly sure there will always be a thumbnail image associate with the article, we can include that in the display #### ***Donation Options*** There are several ways to donate listed on the current site, which are all paypal links. We will replicate something similar using basic layouts on a static page. #### ***Add your voice*** On the current site there is a page to “add your voice” which appears to be simply a google form. We will create something similar on the existing site. #### ***Food Addiction Informed Button*** As we understand, this is just a simple button. We will add this as a CTA button anywhere in the page template or any given page you like. It will be easy to move and manage if needed. #### ***Social Media Integration*** We don’t recommend putting too much live / dynamically updated social content on the site as it will slow things down. However, we can integrate one feed (say instagram photo real) as well as links to your social media profiles online. ### Content - [ ] We will recreate all pages based on the content on the existing live website. - [ ] We will migrate all the resource content as described in the resource section above ### Launch We will launch your websites on your preferred host, or on our recommended host (Flywheel). We also offer hosting via Flywheel if you prefer to deal with PlusROI for hosting. Options for hosting and maintenance are outlined below. We also run through an extensive launch checklist. ## **Tracking** Setting up tracking via Google Analytics is optional but very highly recommended if engaging in Google Advertising. ### Analytics Overhaul We will do a full overhaul to ensure Google Analytics, Tag Manager, Search Console, and Google Ads are properly set up, installed, and optimised for informed decisions. This includes setting up Goals with values, and special filters and settings to make sure the data isn’t cluttered ### Tag Manager Setup We review your Google Tag Manager setup and make optimizations where necessary, including adding events that are necessary for tracking key user behaviour required to properly track Analytics goals. ### Search Console - [ ] We will either get access or set up and verify search console - [ ] We will properly connect search console to analytics - [ ] We will submit or resubmit your xml sitemap - [ ] We will check for any critical issues in search console after relaunch ## **Additional Baseline SEO** ### SEO Matrix - [ ] We will do some basic keyword research for your most important 20 pages and write optimised page titles, meta descriptions, and page headlines. - [ ] We will provide templates for page titles and descriptions for individual doctor, hospital, treatment, diagnostics, and specialty pages - [ ] You can use the template we create for these pages to further optimise other individual pages. ### ### Content Optimization - [ ] Run through your pages after final content has been written and apply some tweaks for keyword optimization. These will mostly be to headings and small changes to the wording of your pages. ## **Ongoing SEO** There is a broad range of ongoing SEO activities we can assist with. We recommend reassessing the needs for ongoing SEO after launch, at which point we can propose a scope that fits your needs and budget. ## **Google Ads** We’ve worked with quite a few grants accounts over the years, including some large ones. The grants are great as you can receive up to $10,000/month in click credit. Of course, how much you can spend is dependent on the search volume that is available for your core keywords. There are a lot of variables for the scope of a Google Ads engagement. For instance, we don’t know what your conversion actions (required for a grants account to function) are yet and exactly what content you’re promoting, so we can’t do keyword research just yet. With that in mind, let’s plan for an efficient, streamlined project and if it turns out more complexity is needed we can adjust accordingly. ### Setup Activities: Grant Support and Account Setup You’ll need to apply for the grant as a non-profit, but we will help with any questions or hiccups as you go through the process. Once the grant is approved, we’ll set up an account on your behalf and import your conversions from Google Analytics or create direct conversion tracking through ads (one or the other are required for grant accounts). ### Campaign Setup: Includes keyword research, drafting of ads, campaign configuration setup of extensions and launch of a campaign with 3 to 5 ad groups. ### Ongoing Support Monthly ads monitoring, maintenance, optimization and reporting. Also, we’ll create new ad groups and/or campaigns as needed over time. ## **Hosting & Maintenance Options** We are happy to host your website on your current platform or with a company of your preference. We also provide the following if required: ### Free 30 Day Post-Launch Support After the launch of your website, we will provide free support related to any problems with the features included in the original scope. We will also provide a reasonable amount of support for questions related to managing content in the backend of your site. ### Basic Hosting We recommend Flywheel hosting and can migrate your site to Flywheel and manage your billing on an annual basis. While, we do not provide direct website support through PlusROI within the scope of this hosting package, we can provide full access to the Flywheel dashboard which includes access to 24/7 chat hosting-related support with Flywheel staff. ### Enhanced Hosting This includes the hosting on Flywheel with free CDN for media hosting, Free SSL, nightly backups, full access to the hosting panel, and 24/7 chat support directly with Flywheel. We also do regular updates of your plugins at least one per month, and if anything doesn't update correctly we'll roll it back and let you know what's going on. You are also free to email us anytime with questions and as long as it's a quick question we'll do our best to answer or resolve it instead of you having to go to Flywheel for the support. ### Enhanced Hosting \+ WordPress Support If you think you will need ongoing support from time to time throughout the month, we offer a monthly WordPress support package that includes Enhanced Hosting. With this package will will provide ad-hoc support as needed with things like: * updating content * changes to the theme * minor feature additions * troubleshooting problems with theme or plugin updates * training meetings * Minor SEO questions * etc. There is no minimum or maximum amount of support, as long as it is within reason. We assume and expect that the amount of support will vary from month to month. If we find the amount of support is consistently more than can be sustained within this package we will discuss with you to see if changes are required. Major updates or feature requests will likely be out of scope for this package and quoted separately depending on the nature of the request. # **Cost in USD** * Planning & Design: **~~$1800~~ 0** * Website Creation: **$6300** * Tracking: **$800** * Additional Baseline SEO: **$1400** * Ongoing SEO: **TBD if needed** * PPC Setup: **$900** * Monthly PPC: **$600** Hosting Options: * Basic Hosting: **$30/mo (billed annually)** * Enhanced Hosting: **$55/mo** * Enhanced Hosting \+ WordPress Support: **$280/mo** # **Timelines** ### Start Date We are currently available to officially start this project in our next available project intake date, which is **July 29**. **This start date is pending availability at the time of acceptance and prompt attention to deposit invoice.** Please note that our capacity is currently limited and we may need to prioritize projects in the order that they were approved. This changes daily so our available start dates are subject to frequent change. Alternatively, if we receive approval and are able to start earlier, we will try our best to work ahead of schedule (also depending on your availability) ### Completion Time We expect to be able to complete the development project within **7 Weeks from the start date.** This assumes that you are also available enough during that time to move things along with prompt and clear feedback, timely meetings where required, etc. This also does not account for additional time you may need to write content. The timeline would be: * Week 1: Planning and Structure delivered and finalised * Week 2: Mockups Presented and revised * Week 5: Staging Site Ready for Review with main static content and at least a few examples of content from each resource type * Week 6-7: complete content migration and finalize * Launch can be quick as soon as content is ready # **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.** While we will advise on best practices for conversion, you are responsible for writing all original content and providing suitable images except in areas specifically written into the scope. Where it’s reasonable to do so, we will gather content from your existing websites. In places where new content is required, we will insert placeholder content which can be easily replaced by you or by us through a single comprehensive content document. **Training.** We will provide basic guidance on features with 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 features on your current website host, 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. # **Appendix** ## **Sitemap notes** {#sitemap-notes} ### Online Reference: * **foodadditioninstitute.org:** was in redevelopment but was lost. There is a recent waybackmachine snapshot, but it’s not very usable so probably not even worth referencing: [https://web.archive.org/web/20240528072147/https://www.foodaddictioninstitute.org/](https://web.archive.org/web/20240528072147/https://www.foodaddictioninstitute.org/) * **philwerdell.com**: simply a coming soon site ### RFP references the following: * Two websites * Main: foodadditioninstitute.org * Secondary: philwedell.com * Regular pages like home, about, etc * A Blog * A section for Partners * A section to highlight leaders (founders, industry leaders, etc) * A Shop ### Provided Sitemap This sitemap was provided as a quick recollection. However, it can change. Some issues we will address in the final are: - The wording may be too lengthy to fit nicely in a standard menu - We’ll need to work in some items mentioned in RFP but not in this sitemap - Also need to map out PhilWerdell.com WHO WE ARE The board: mug shots, brief explainers, and video interviews Donors Founders How to reach us, where we’re registered, etc. WHAT IS FOOD ADDICTION? “Food Addiction Informed” tenets Essay OUR PARTNERS Partners are entities that pay to be on the site. Perhaps not at the very start, but eventually, we may want/need to subdivide this into disciplines of Educators, Researchers, Nutritionists/Dietitians, Treatment Providers, and the one I can’t remember. A TROVE OF RESEARCH Links to journal articles and other literature. This should be searchable by keywords, publishing date, researcher, and other parameters. FIGURES IN FOOD ADDICTION This is similar to the Partners segment, and should include everyone that is listed there. But this has no charge, and is a resource directory. From the beginning, it should be divided into Educators, Researchers, Nutritionists/Dietitians, Treatment Providers, and the one I can’t remember. JOIN THE FIGHT How to contribute Our funders [image1]: