CEx Project Plan
Executive Summary v1.0
CEx Project Plan
Executive Summary v1.0
A focused 7-week build to put CEx in front of buyers on Google and AI Search — a conversion-optimised website paired with a programmatic SEO page system that compounds in value month after month.
CEx is a young start-up founded by Johannes and Hannes. The founders are building toward sustainable, repeatable lead acquisition — not one-off campaigns, not paid-media dependence. Digital Movement UK's mandate is to give CEx the digital surface area to be found, trusted, and chosen across both Google Search and the new generation of AI-powered search.
Johannes and Hannes are scaling CEx from early traction toward predictable growth. The brief is clear: build the asset, then let it compound.
Not ad-spend dependence. A web property that earns attention through search visibility and converts that attention into qualified enquiries.
Built for both — classic SERP ranking and the citation-driven retrieval of AI assistants like ChatGPT, Perplexity, and Gemini.
The engagement produces three interlocking assets. The website is the conversion surface — the place a buyer lands and decides. The SEO service pages are the acquisition engine — the pages that bring qualified, intent-matched traffic to that surface. The monthly report is the visibility layer — one document that tells you whether the engine is working.
A conversion-optimised company website built on WordPress, covering the full stack — public-facing pages, design system, and the backend that makes the site fast, indexable, and easy for CEx to extend later without developer dependency.
A library of programmatic service pages — each one engineered to rank for a specific buying-intent query and to convert that visitor into an enquiry. The acquisition engine that runs in the background, 24/7.
A single, focused monthly report from month one — the only document you need to know whether the engine is working. We collect, interpret, and frame the data; you read four pages and know exactly where you stand.
The build runs as three coordinated workstreams. A and B are the setup deliverables — finite, dated, signed off. C is the ongoing operating cadence once the system is live.
It starts with a joint kick-off meeting — where we lock the key services, align on deliverables and timeline, and agree the project-management cornerstones (communication, cloud storage). After that, most of the work runs silently in the background. There are only two more moments where you actively engage: signing off the final keyword list, and reviewing the website design preview.
Project starts 27 May. Website goes live 10 July. SEO pages are submitted to Google on 22 July. That date — B.4 sign-off — is the trigger that opens the 6-month engagement clock and the first GoCardless Direct Debit collection.
SEO is a compounding asset, not a campaign. Below is the realistic trajectory for a new domain — slightly longer than an established site, because Google needs time to assign authority before pages begin ranking. The shape is consistent; the pace bends in your favour after month 6.
The curve below shows the qualitative arc of expected business value. The early months are about building the asset; the later months are about compounding it. Real numbers will be calibrated against the SEO research output (B.1).
The commercial structure is deliberately simple — and front-loaded in CEx's favour. The full setup is delivered before the engagement clock starts. Billing only begins once both the website and the SEO pages are live.