Process

Website implementation: from 20 minutes to measurement, not to slides

Author: Marcin Bochenek · Updated: 2026-08-24

“What collaboration looks like” is often told as an agile fairy tale. I have four steps I do not wrap: a 20-minute audit, a 90-day plan, production with staging and training, before/after measurement. Brochure: typically 2–4 weeks. Booking and integrations: 6–12. If someone promises a “B2B company site with AI and a shop in 10 days”, that is not this process — or not this scope.

Step 1 — 20 minutes that may end the project

We talk about what eats time or blocks sales. At the end: an hours estimate, which package makes sense, or a stop. This is not a hidden sales webinar. Some calls end “do not implement”. Then there is no forced Audit Sprint and no invoice for guilt.

Step 2 — one 90-day document, not a discovery phase

Scope, integrations, the first measurable effect: an enquiry that arrives, a live booking, an e-invoice going out. No quarter in a whiteboard tool. If we cannot name the effect, we return to the audit or we part. Brochure or funnel is settled here, not halfway through the code.

• One leading conversion.
• An out-of-scope list (blog, languages, CRM) written down, not “we will add it somehow”.
• Staging and production dates with buffer for your assets — late photos move the calendar, not “quality magically”.

Step 3 — production, not a PDF on “how to operate”

Short iterations, access to a test version, 1–2 hours of team training. After invoices, the code is yours. NDA is standard. I do not leave you with a theme you cannot update, because I do not build a plugin pile. Stack: usually Astro/Next for sites, integrations where they exist (Previo, gateway, KSeF).

On-site in the Tri-City when a workshop with the team makes sense. Remote across Poland. A reply within one business day — an SLA, not a hero slogan.

Step 4 — measurement that may end in a fix, not a disappearance

We compare before/after: handling time, mail volume, enquiry count. If the numbers miss, I fix. I do not guarantee rank. I do guarantee I do not vanish after deploy with “good luck in Google”. Speed and SEO we measure in production, because staging lies with a different network and cache.

What onboarding does not include

1. Fake cases “the last client gained 300%”. Live: Mint and Plumm.
2. Three account managers, none of whom code.
3. A “SEO care PLN 1,500” retainer that patches WordPress.
4. I DRIVE CARS and Agentic as your onboarding — wrong product, wrong live status.

A calendar that does not lie: assets, staging, production

Website implementation usually breaks on your side of the calendar, not mine. Photos “next week”, copy “the content person will polish”, a logo in three rasters and no vector. Staging and production dates therefore include a buffer for your assets. Delay moves launch. Quality does not magically appear on a weekend. Weekends are for sleep, not for rescuing a brief nobody closed.

Staging exists so you click as a guest, not as a designer. The form must arrive. On a phone. On slow LTE. If you only view staging on an iMac in the office, you are lying to yourselves. Production is DNS, redirects, Search Console, measurement. Not confetti in Figma. After invoices the code is yours — this is not a theme subscription that dies when a page-builder licence expires.

• A named owner of assets, not “we will gather it in the channel”.
• An out-of-scope list signed before the first commit.
• One DNS/hosting account, or a clear person who clicks records.
• A 1–2 h training in the calendar, not “a recording when we have time”.

Who decides during the 90 days

If marketing, IT and the CEO split decisions, implementation becomes a parking lot of comments. I need one person with the right to say “yes, we go”. You collect feedback internally; I get one list, not twelve emails with conflicting H1s. That is not arrogance. It is the only way 2–4 weeks for a brochure stay 2–4 weeks, not a quarter.

I take on-site in the Tri-City when a workshop shortens the loop. Remote across Poland. Reply SLA: one working day. That is not a hero line. It is a cost I price instead of disappearing for two weeks inside a “sprint”. If you need a steering committee and a weekly status for five directors — that is another product and another rate, not the company-site package.

Risks I write down before the first line of code

The integration we “definitely will not touch” is often what blows the date. Previo, a payment gateway, KSeF, a legacy CMS, a mailbox that refuses SMTP. At kickoff I name risks: what you control, what a vendor controls, what I control. I do not promise a vendor API will answer in 24 hours. I promise I will not pretend their SLA is mine.

Expert articles and a second language do not sneak in. If halfway someone wants PL/EN/UA and hreflang, that is a scope change, not a “CSS trifle”. A blog as a hash in an SPA is not an organic channel — if you want articles, we plan crawlable URLs like this journal. That is a product decision, not a plugin.

1. Changing the H1 every three days kills pace. We freeze copy on staging.
2. A new logo a week before launch moves launch. I do not “squeeze it in overnight”.
3. A shop, CRM or AI chat in the last week is a new project.

After launch: what we measure and what I do not guarantee

We measure what we named at the start: enquiries that arrived, time to first reply, maybe bookings or e-invoices. I do not guarantee a keyword position. I do not guarantee paid traffic becomes cheap. I do guarantee I do not vanish with “good luck in Google”, and that we check speed in production, because staging lies with a different network.

Post-launch fixes are in the contract or they are not. “Small changes for a month included” with no cap is how a brochure eats a funnel budget. We write down a round of fixes. Then a retainer or a stop. That is adult website implementation, not a shame subscription because the CEO saw another site on Instagram.

One feedback list or the calendar is lying

Twelve emails with conflicting H1s turn 2–4 weeks into a quarter. A decision owner, an asset owner, who clicks DNS, a buffer for late photos. Staging as a guest on LTE. Production is Search Console and measurement, not confetti. Post-launch fixes have a round or a retainer. I do not guarantee a keyword. I do guarantee I do not vanish. The opening 20 minutes may end the project — legally. Website implementation without that discipline is discovery in costume, only with deploys instead of Miro. I do not sell that in a brochure package.