Process

A clear path from strategy to launch.

Four steps, one person running all of them. You always know what is happening, what comes next, and what I need from you.

Start to finish, in four steps.

Most projects run six to ten weeks. Bigger builds take longer, and you will know that before you sign, not halfway through.

Start a project
Ed Romero working on a client project
  1. Step 01 · Strategy

    Fit & strategy

    I confirm it’s a fit, then clarify structure, trust, and the goals that matter before any design begins.

    Fit checkDiscoveryStructureGoals
  2. Step 02 · Design

    Create the experience

    Clean, premium, intentional design — the screens, structure, and flow, all built around your business.

    ScreensUser flowVisual systemPrototype
  3. Step 03 · Build

    Design & develop together

    Clean development that turns the design into a launch-ready site — fast, responsive, and built to last.

    Clean codeResponsiveAccessiblePerformance
  4. Step 04 · Launch

    Launch & support

    A smooth launch and reliable support after, so the site keeps performing and the brand stays protected.

    QAHandoffLaunchOngoing support

What actually happens in each step.

Fit and structure

I start by reviewing the current website, the offer, the audience, the trust gaps, and the competitors. If analytics exist, I read them. Then I map the page structure, the core messaging, the service hierarchy, and the calls to action. This is where the project is actually won or lost, so it happens before anything visual.

The interface system

The strategy becomes screens. I design the key templates first — home, service, and the pages that carry the argument — then the supporting layouts. Type, spacing, hierarchy, and responsive behaviour are decided here, as a system rather than page by page, so the site stays coherent as it grows.

Build and test

I write the code myself. Clean implementation, real performance work, accessibility basics, mobile behaviour, forms, metadata, and whatever the CMS needs so you can edit it later without breaking it. You get a staging link early and can watch it come together rather than waiting for a reveal.

Launch and after

After approval the work moves live, and I check the critical paths: forms, payments, redirects, tracking, and search visibility. Then I hand over a site you own outright. Support afterwards goes to me, not a ticket queue, and I keep working on practical improvements as long as it is useful.

Clear input, fast decisions, clean execution.

One decision-maker

Feedback from a committee arrives contradictory and slows everything down. One person who can approve direction keeps a project weeks ahead.

Content decided early

The single most common delay is waiting on copy and photography. If it is not ready, we plan for that in the scope rather than discovering it in week six.

One feedback pass

Consolidated notes per round beat a trickle of messages. It is faster for you and it keeps the design coherent.

Launch readiness

Forms, payments, redirects, tracking, and search basics get tested before the site goes live, not after someone notices.

The LER client portal dashboard shown on a tablet

Happy clients

Marine wholesale supplier. Boating parts and accessories across a multi-brand, manufacturer-backed catalog.

Occupational health clinic. DOT physicals, USCIS exams, drug testing, employment screenings, and on-site exams.

Pharmaceutical brand. A consumer product line presented through an education-first catalog.

Regenerative medicine practice. Patient care alongside professional training programs and clinical education.

Telehealth weight-loss provider. Treatment consultations and programs booked online.

Premium cigar brand. A luxury catalog sold direct online with age-restricted checkout.

FAQ

Questions before you start?

The ones I get asked most. If yours isn’t here, ask me directly and I’ll answer it straight.

How involved do I need to be?

You are involved at the decision points that matter: goals, content direction, feedback, approvals, and launch. The process is structured so your input is useful without turning the project into a second job.

Do we need everything ready before starting?

No. We can start by clarifying the offer, structure, and content needs. Existing copy, images, analytics, brand assets, and examples are helpful, but they do not need to be perfect before the strategy phase.

How long does the process take?

It depends on scope. A focused website can move in a few weeks, while larger builds, ecommerce, integrations, or heavier content needs take longer. The timeline is mapped after the fit and strategy conversation.

Can you improve an existing website instead of rebuilding it?

Yes, if the foundation is strong enough. If the existing site is holding back design, performance, content, or maintainability, I will recommend a cleaner rebuild instead of forcing patches onto a weak system.

What happens after launch?

After launch, we check the critical paths and can continue with maintenance, support, content updates, performance improvements, SEO foundations, and practical iteration as the business grows.

Still have a question? Ask me directly