Build
The Infrastructure Project
For businesses ready to stop patching and build properly. I design the full infrastructure, complete the build, and don't hand it over until it works, with discoverability built in from day one, not retrofitted after.
You want to rebuild from the ground up, with clarity, discoverability and visibility built in from the start: all five layers of the PRISM Framework, designed in rather than added later. You don't want to play project manager or hire an agency that might promise everything while patching what isn't working. Or maybe you have the blueprint, you know what needs to be done, and need a trusted person to execute it properly.
Or maybe your site looks exactly as it should and still can't be found. You paid properly for something well designed, and nothing underneath it was ever built. That site doesn't need knocking down. It needs the layer it never had.
The Infrastructure Project brings to life the architecture that finally solves the biggest problem in your business: that might be your systems, your site, or the operational layer underneath both, whether it faces your clients or your team.
This is where we get the foundations right, so everything you build after this has something solid underneath it. Depending on scope, you'll leave with a new system, site, or both, built with clean architecture, modern infrastructure, and you'll own the keys to it all.
Our engagement runs six to twelve weeks, depending on what we're building. It starts with a clear specification and architecture. From there I build it myself, which is the part that matters: the person who found the problem is the person whose hands are on the fix. You're not being palmed off to different people along the way and anxiously waiting for a reveal at the end. We'll have weekly check-ins, so you'll always know where things stand.
What I don't do is stay longer than the work, unless you want me to, which is a separate engagement. With the Infrastructure Project, my involvement ends at handover: built to the specification, documented, and walked through with you, with 14 days afterwards to raise anything that isn't right. You're not hiring a developer who holds your site hostage or an agency that keeps the keys, and you won't need me to run what I built. That's the point of building it properly.
What the Project covers
Every Project is designed to solve your biggest problem, scoped to specification before anything gets built. Depending on what that turns out to be, we'll work through some combination of:
Brand and positioning
If the real problem sits upstream of the build, we fix that before anything gets built on top of it: who you're for, what you're claiming, and the language that carries it. Positioning, messaging hierarchy, and the words that then run consistently through every page, schema description, and piece of content, so the site is clear, precise, and says one clear thing, not five.
Visual design
How it looks and how it feels to use: layout, hierarchy, type, and colour, designed for your business rather than dropped onto a template. If you already have a brand, I build to it. If you don't, we establish enough of one to build on. A full brand identity is its own discipline and isn't part of this. When you need one, I'll introduce you to a designer I trust rather than approximate it myself.
Site architecture
URL structure, internal linking, page hierarchy, and how authority flows through the site, designed from scratch, not worked around.
Schema and entity graph
Full schema markup implemented correctly, not approximated, for every page: Person, Organisation, Service, FAQPage, Article, and others, depending on your business.
AEO and discoverability
Answer-first content structure, AI crawler access, llms.txt, sitemap, and the full discoverability layer built in from day one.
Topical content map
The map of what to publish and in what order: the topics you should own, the questions your buyers are asking, and how each piece connects to the others so the site compounds instead of accumulating. Delivered as part of the build, ready to work from the day you go live.
Systems and automation
The operational layer, designed to connect your business instead of adding to the pile: tools, integrations, automation, CRM.
The build
I build it, rather than passing a specification to someone who wasn't there when the problem was found. Nothing ships until it meets the specification.
Handover and documentation
You leave with infrastructure you understand fully and can hand to anyone. No black box, no dependency. You have 14 days after handover to raise anything that isn't right.
What you leave with
A business that runs without you holding it together
Systems connected, processes documented, and infrastructure that carries the load instead of creating it.
A site built to be found
Not just to look good in a screenshot. Ranked, cited, discoverable, and recommended by people and by AI answer engines alike.
Infrastructure you own outright
Documented, understood, transferable. You can hand it to any developer, team, or run it yourself.
No ongoing dependency on me
Unless that's why you hired me. What I build, you own. What I design, you understand. That's how it should work.
This is a bespoke build. Specified before it starts, finished when it does what we agreed it would, and yours outright the day it goes live.
How it works
Discovery. We start where the Diagnostic and the Audit start: what's wrong underneath, what it's costing you, and which layer is doing the damage. If you've already had an Audit, we start from it rather than repeating it. What I need from you here is access and honesty; the tools, numbers, bottlenecks, and what you've already tried.
Architecture. The specification: site structure, schema, content architecture, systems design. This is how we both know what's being built before anything gets built. You approve it before I start, and nothing gets built that isn't in it.
Build. I build it. Weekly check-ins, so you always know where things stand and watch it come together instead of waiting for a reveal. Nothing ships until it meets the specification.
Handover. Documented, walked through with you and your team. You have 14 days to raise anything that isn't right.
Who this is for
The Infrastructure Project is for three kinds of client, and they arrive from different directions.
Founders and operators who have stopped patching. You've been repairing something that was never right underneath, and you now know that the repairs are the expense. You've reached the point where you'd rather build once, properly, and own it outright. You want one person accountable for the whole thing, not another project to run or agency to deal with.
People who already know what needs building. You've had an Architecture, or you've been through an Audit and the picture is clear. What's missing is someone to build it who understands why it was specified that way, rather than a developer working from a document nobody has discussed with them.
People whose site looks right and still can't be found. You paid properly for something well designed, and it does everything you asked of it except get found. Nothing underneath it was built: no schema, no crawl access, no entity signals, no content structure. Nobody mentioned it, because it wasn't what they were hired to do. If you want to see it for yourself, run your site through the crawler checker; it takes about a minute. Your site can stay. I'll build what was never built underneath it.
It's not the right fit if:
You just want it to look better. You'll get a shiny new site out of this if that's what you need. But the work is what sits underneath it, and if your foundations are genuinely sound, that's a design project rather than an infrastructure one. You'd be paying for a layer you already have.
You don't yet know what's wrong. Start with the PRISM Diagnostic. Building before diagnosing is how this problem gets made in the first place.
You want to hand it over and not think about it. You won't be project-managing. You will be involved: excavation and positioning work, weekly check-ins, and access when I ask for it. I'll need you to sign off along the way, not to get into the weeds.
Investment
From $15,000—scoped to project.
The Infrastructure Project is priced based on scope, complexity, and what we need to cover: site only, systems only, or both. The Diagnostic is where we work out roughly what this is and what it will cost. The specification that fixes it is the Architecture phase, and you approve that before anything gets built.
Third-party costs are yours and sit outside the fee: hosting, domains, software licences and subscriptions, media storage, stock assets, and paid APIs. I'll tell you what's needed before anything is bought, and I won't buy anything in your name without your say-so.
Payment is by bank transfer, staged across the engagement and set out in the agreement we sign.
Anything you've already paid me comes off this. If I ran your Diagnostic within the last 60 days, or your Audit or Architecture within the last six months, that work is done and I won't charge you to do it again. Work done by someone else doesn't come off, because I'd still need to do my own before I can build from it.
Questions
What is an Infrastructure Project?
A full infrastructure architecture and build engagement. I design it, build it, and don't hand it over until it works, with discoverability built in from day one, instead of being retrofitted after.
Who is this for?
Founders and operators who've been patching for too long and are ready to build properly. Three routes lead here: you've decided to rebuild rather than keep repairing, you already have an Architecture and need it built, or your site looks right and can't be found. You don't need to have had an Audit first, though it means we start from a clear picture rather than building one.
What does the Infrastructure Project cover?
Brand and positioning, visual design, site architecture, schema and the entity graph, AEO and discoverability, a topical content map, systems and automation including CRM infrastructure, the build itself, and handover with full documentation. Every Project is scoped to the problem it's solving, so it works through some combination of those rather than all of them.
Who does the building?
I do. The person who diagnosed the problem is the person who builds the fix, which is the whole point of this engagement rather than a detail of it. If a project needs a specialist I don't cover, we agree that before the work starts and it's named in the agreement we sign. You own the result either way.
How long does a project take?
It depends on the scope. I aim for projects to run from six to twelve weeks from specification to delivery. We scope it clearly before any work begins.
Can the Infrastructure Project be done remotely?
Yes. The build is remote by nature, and the weekly check-ins run by video for the length of the engagement. Everything I need from you can be shared online. If you'd rather do the discovery and architecture work face to face, I'm in San Miguel de Allende, Mexico, and you're welcome to come here for it. We'll agree a weekly slot that works across your time zone and keep it.
What happens if the scope changes partway through?
We agree it before it happens. Refining something already in the specification is part of the work. Anything that adds to or changes what we specified is new scope, however small it looks, so I quote it separately and we both agree it in writing before I start. Nothing gets built, and nothing gets billed, that you haven't approved.
How much does an Infrastructure Project cost?
From USD $15,000, scoped to the project. The number moves with how complex the build is and what needs covering: site only, systems only, or both. Third-party costs such as hosting, domains, licences and paid APIs sit outside the fee. Anything you've already paid me comes off it: a Diagnostic within the last 60 days, or an Audit or Architecture within the last six months. Payment is by bank transfer, staged across the engagement.
I've already had the Architecture. What does the Project cost from there?
Anything you've already paid me comes off this. The Architecture comes off if I delivered it within the last six months, and the same goes for an Audit; a Diagnostic comes off within the last 60 days. It's work I don't need to do again, so you don't pay for it twice. An Architecture done by someone else doesn't come off, because I'd still have to do my own before I could build from it.
Will I be dependent on you after it's built?
No. Everything is designed to be owned and understood by you, and I document what was built and why, so you can hand it to any developer or run it yourself. Two things are available if you want them: I can write to the topical content map I built, or keep the infrastructure current on a hands-off retainer. Neither is assumed and nothing depends on either.
What happens next
Nothing, unless you want it to. That's by design.
When we work on this project together, you leave owning the infrastructure, the documentation, and a topical content map ready to work from. Publishing from that map is what compounds your results into the Momentum phase. It's yours to run, but there are two options if you want them.
The map, implemented.If you'd rather not publish content yourself, I will. I designed the map and built the site it runs on, so there's no brief to write and nothing to explain. Priced separately, scoped after launch.
A hands-off retainer.I'll keep the infrastructure current as your business changes and as AI answer and search engines change, update schema when what you offer moves, recheck crawler access when the rules shift, and maintain the technical layer without you touching it.
I don't assume you'll continue with either option; you can take the map and run it yourself, hand it to your own writer, end a retainer whenever you like: you still own everything, either way.
And past the 14 days, you still have my number.
Ready to build it properly?
From USD $15,000. Scoped to project. Working with a small number of new clients.
Start with the PRISM Diagnostic: 60 minutes, USD $350.
See the PRISM DiagnosticWant the blueprint without the build? See the Infrastructure Architecture.