Brand and web · four phases
A leaner site that keeps the fencers you already reach.
manhattanfencing.com has 63 public pages and three locations. This plan keeps your booking system, your rankings and your coaches. It gives every visitor one clear next step.
Prepared for Julia Gelman and Ashley
What we measured
We read the live site on 22 October. These numbers come from your own pages, not from a survey.
- —63 public pages.page-sitemap.xml, 22 Oct 2026
- —WordPress with the Divi builder, version 4.19.0.page source
- —Mindbody booking, two studios.New York, and two New Jersey locations
- —Homepage: 259 KB, 55 scripts, no H1.DOM read
- —More than 30 navigation items.header DOM
- —Two “Student Login” blocks. One has an empty link.header DOM
Keep, and change
The site is not short of content. It is short of structure. We cut nothing that earns money or ranks. We rebuild the way the pages fit together.
We keep
- ✓Mindbody booking, both studiosno new booking system, no migration
- ✓Pages that rankOlympics, press, coaches, locations
- ✓Every live URLa 301 map for each retired page
- ✓WordPressyour staff keep a familiar admin
We change
- →63 pages to 12–15 primary pages and a blogduplicate camp and location pages merge
- →One path per audienceparent, adult beginner, competitive fencer, camp
- →One brand system for three locationsNew York, Englewood, Waldwick
- →Divi out, a clean theme inDivi is why the pages feel heavy
The four phases
Each phase ends with a delivery, a written review from you, and a sign-off. Nothing new starts until the phase before it is approved.
Discovery and brand strategy
- Interview Julia and Ashley. One hour each.
- Audit all 63 pages and every template in use.
- Map four audience paths through the site.
- Name one content owner and one approver.
- You get
- Page inventory · sitemap · brand findings · phase plan
- Reviews
- 1 delivery, 1 round of feedback
Brand
- Positioning, voice and message order.
- Logotype lockups, type, colour, photo direction.
- One system for New York and both New Jersey studios.
- You get
- Brand sheet · usage rules · logo and file kit
- Reviews
- Direction round · refinement round · final approval
Web design
- Design system: type scale, grid, components, states.
- Comps for every template: home, program, location, camp, coach, Olympics and press, contact.
- Mobile layouts drawn at 390 and 768 px.
- You get
- Component sheet · page comps · clickable prototype
- Reviews
- Home and program · remaining templates · fixes
Build, SEO and launch
- WordPress build without Divi. Mindbody blocks stay.
- 301 map for every retired URL.
- Accessibility pass to WCAG 2.2 AA.
- Analytics, staff training, 30 days of support.
- You get
- Live site · redirect map · editor guide · training session
- Reviews
- Staging review · 1 fix round · launch approval
Care plan
- Design and light development after launch.
- One request at a time. Pause any month.
- Who
- Launch clients only. We price it after delivery.
Camp campaign
- Landing pages that match the next camp window.
- Paid social and email templates for the same look.
- Why
- Camps are your nearest money window. Launch must fit it.
How reviews run
Julia approves. Ashley coordinates. One voice reaches us, so feedback never arrives twice and never conflicts.
Feedback arrives in writing within three business days. We answer each note in the next delivery.
New requests after sign-off become a change order. We price it before anyone starts work.
Timing
Ten weeks of work runs in six to eight weeks of calendar time. Phase 01 starts the week after the content owner is named.
Who does the work
One senior designer leads the engagement. A small build team does production work under him. You get one point of contact and one written status note each week. No account managers, no handoffs between agencies.
Led the homepage redesign for Prudential’s 2021 rebrand. Supervised the team that built 100+ page migration templates.
Managed the team behind 100+ components serving 8,000+ pages and 200+ designers and developers.
rci.com — web and email redesign for the world's largest vacation exchange network. Brand system across web and email.
Next step
- Julia approves the direction in this brief.
- Ashley answers seven intake questions. We send them in one email.
- We book one 60-minute kickoff with Julia and Ashley.
- Phase 01 starts the following Monday.
The rebuild lands between $10,000 and $14,000 depending on scope and page count. We send the fixed quote and statement of work after the kickoff call.