A 2-phase refinement, not a rebuild
This Statement of Work turns the priority items from the Website Audit into scoped, agreed deliverables. Work is sequenced Phase 1 (technical & brand foundations) then Phase 2 (content & commerce), so the site is ready ahead of the Royal Show.
Royal Show ready, and built to last beyond it
The immediate driver is having the site ready for the Royal Show and the exposure it brings. But this work also lays the foundation for something ongoing: turning more of that attention into people buying direct from the Farm Stall. Direct sales mean retail pricing and stronger margins for The Natural Circle — and kept up consistently across the year, that shift can meaningfully grow farm revenue. We're still working through the numbers on the scale of that opportunity and will bring those figures into this document once they're ready.
What's built across the 2 phases
Pulled directly from the audit's High & Medium priority items, sequenced by phase.
Technical & brand foundations
- Move from WPBakery to Elementor for page-building and test the migration on staging
- Fix order confirmation email setup and notifications
- Fix sticky header and navigation dropdown
- Roll out the approved Golden Paddock colours and fonts sitewide
- Replace the oversized homepage calendar with a simple upcoming-events list
- Update 18 pending plugins
- Fix the “Find a Producer” page (currently a 404)
- Plugin housekeeping
Content & commerce
- Add Olive Oil page
- Add Honey page
- Refresh Pasture-Raised Eggs page (update stockists)
- Expand Farm Stall page
- Expand homepage copy
- Expand Family Farm page (About Us page)
- Update main menu
- Add 250ml Olive Oil product to the shop
- Place new photography and icons
- Add upcoming events to the calendar
- Add FAQs page
What folds into the growth plan instead
These items are not required for the Royal Show and are already flagged in the audit as ongoing work.
- Subscription / repeat-order model
- Formal blog launch — Pasture-Raised Eggs, Raw Honey, Agritourism & Farm Experiences, and Regenerative Farming Education
- SEO quick wins — meta descriptions, structured data, expanded local copy
- Remaining low-priority plugin cleanup
- Optional: social media support and email marketing support
$100/hr, estimated 30 hours
Now — Royal Show reno
Anything outside our agreed scope above can be discussed separately.
Later — ongoing SEO & content
Subscription model, blog, and remaining SEO and plugin items — scope and schedule within the future growth plan, not this SOW.
How we can structure the investment
Three ways to keep this flexible for Alyssa & Michael — all built from the same scoped item list above.
Capped time & materials
Track actual hours against the ~30-hour estimate and invoice only what's used. Anything outside the agreed scope above is discussed separately before we proceed.
Scope-flexible swap
Trade a “Now” content item for a “Later” one — same hours, different mix — to keep the total inside the ~30-hour estimate if priorities shift.
Flat project fee
One fixed number ($3,000) instead of hourly tracking — simplest to plan around.
What this SOW relies on
- Alyssa supplies new photography, icons and product copy inputs on schedule for Phase 2 to hold.
- Alyssa to supply information for upcoming events.
- Alyssa to share any links or information related to media or press — past, present or future.
- Hosting, domain and the existing payment gateway are unaffected.
- The move from WPBakery to Elementor is completed and tested on staging before touching the live site.
- Additional work discovered mid-build is flagged, and we'll agree together whether it fits into this project or ongoing support.
Deposit + completion
50% deposit
Invoiced when this Statement of Work is signed.
50% on completion
Invoiced at project sign-off / go-live.