If you haven’t already, review the MiM Website Development Philosophy before starting. This toolkit outlines the structured process for engaging, defining, and executing a MiM™ website project.
Phase 0: Website Redesign Evaluation
This phase occurs before the end of QuickStart.
The purpose is to determine whether a website project is necessary and, if so, its size and scope.
The Website Redesign Evaluation Checklist is a strategic infrastructure assessment. It evaluates alignment between growth ambition and digital infrastructure, including:
- Strategic alignment with growth industries
- Clarity of Million-Dollar Actions (MDAs)
- Trust and credibility presence
- Conversion pathways
- CRM and tracking integration
- Overall page volume and complexity
At the conclusion of this phase, the team determines whether:
- No redesign is required
- A Small project is appropriate (landing pages or microsite)
- A Medium project is required (structural and messaging realignment)
- A Large project is required (full reset and potential platform migration)
No Vision workshop is scheduled until this determination is made.
Once the checklist is completed, share it with the Experience Studio team to determine project scope.
Email to the Experience Studio
To: Experience Studio
From: MiM™ Architect
Cc: MiM™ Coach
Subject: Website Redesign Evaluation
----------------
Hi team,
Hi Experience Studio Team,
We’ve completed the Website Redesign Evaluation. You can review the completed Checklist here:
[Insert Link to Completed Checklist]
Please review and let's get aligned on next steps.
Best,
MiM™ Architect
Phase 1: Website Vision Workshop
The Website Vision Workshop occurs only after a website engagement has been approved. It defines the strategic role the website must play in the company’s growth system.
Timing & Participation
Duration: 60–90 minutes
Led by: Experience Studio + MiM™ Architect
Participants: CEO/President/Owner + Sales + Leadership
Leadership presence matters because the website represents how growth priorities are presented publicly. It influences trust, perception, and sales momentum.
Preparation
Preparation centers on fluency in the MiM™ digital lens. Review Website Evaluation findings and rehearse the MiM Website Methodology Deck.
Be confident explaining:
- The Million-Dollar Action
- Why digital affects growth velocity
- Why trust must be engineered intentionally
- Why launch is not the finish line
Send Prep Email
Email to the Team
To: Client Team
From: MiM™ Architect
Cc: MiM™ Coach, Experience Studio
Subject: Website Vision Workshop Prep
----------------
Hi Team,
As we prepare for our upcoming Website Vision Workshop, I want to outline what we will accomplish and how you can come prepared.
This session is not about design preferences or aesthetics. It is about defining the strategic role your website must play in your growth system.
During our time together, we will clarify:
- The primary purpose of the website in supporting growth
- The single most valuable action a qualified visitor can take
- Supporting actions that build momentum
- How visitors typically arrive and what they need to see first
- What trust and credibility must be established immediately
- How success will be measured in business terms
To prepare, please take 10 to 15 minutes individually to reflect on the following:
- What is the most valuable action a qualified prospect can take on your website today?
- Where do most strong opportunities currently originate from?
- What must a serious prospect see or understand before they trust you?
- How would you know if your website was truly working for you?
High level responses are perfect. This is about clarity, not perfect wording.
Leadership alignment in this session is important. The website represents how your growth strategy is presented publicly, so your perspective matters.
Looking forward to the conversation.
Best,
MiM™ Architect
Reminder: Calendar Invite
This should already be on the calendar at this point, but as a quick reference, this is your calendar invite.
*Client Name* // Website Vision Workshop
Required: Client leader, Client team, MiM™ Coach, MiM™ Architect, Experience Studio
----------------Meeting Room: *Zoom or Teams info*
Purpose: In this session, we’ll begin defining the strategic vision for your website and how it should support your growth. Together, we’ll clarify the website’s primary purpose, the most valuable actions you want qualified visitors to take, how prospects typically arrive at your site, and what trust and credibility must be established when they do. This conversation will provide the inputs needed to develop your Website Vision Document, which will guide the structure and development of the site.
Teach: MiM Website Methodology
Time: ~30 minutes
Lead: Experience Studio + MiM™ Architect
The Teach section sets the lens for the entire workshop.
Use the MiM Website Methodology Deck and follow its intended flow. The structure of the deck is deliberate — it moves from stakes to gap to vision to structure.
Begin by reinforcing the stakes.
In businesses built on high-value customers, one relationship can be worth millions. For most qualified prospects, the first meaningful impression happens online. Digital is the first pitch.
From there, walk through where most B2B websites fail:
- They talk about themselves.
- They prioritize capabilities over relationships.
- They bury proof.
- They lack a clear next step.
This establishes the gap.
Then introduce the vision:
A website should function as a 24/7 evangelist — clear, modern, credible, and persuasive. It should guide visitors intentionally toward a defined Million-Dollar Action.
Reinforce:
- The Million-Dollar Action is the North Star.
- Trust and credibility must be engineered through proof.
- CRM is the bridge between digital and relationships.
- Nothing overshadows sales.
Keep this section interactive. Use the prompts in the deck to surface reactions about credibility, clarity, and friction. You are helping the group define what strong digital execution looks like before evaluating their own site.
Your role during Teach is to elevate the standard and align the room around the MiM™ digital lens.
Once complete, exit Presenter Mode and transition to the Working Whiteboard for Gather.
Gather: Information for Vision Doc
Time: ~30 minutes
Lead: Experience Studio + MiM™ Architect
The Gather portion is where strategy becomes concrete.
Using the Website Development Whiteboard, guide the leadership team through each major section in order:
- Website Purpose
- Million-Dollar Actions
- Visitor Context
- The Flow
- Trust Builders
- Credibility Builders
- Measuring Success
This is not a brainstorming session. It is a structured clarification session.
The purpose of Gather is not to prove everything is finished. It is to make the current-state digital growth system visible — including what needs to be built.
By the end of this section, the team should have:
- A clearly defined MDA
- Prioritized website purpose
- Defined trust and credibility direction
- Visibility into content gaps
- Agreement on how success will be measured
This clarity becomes the foundation for synthesis and structured execution.
Synthesize: Develop Website Vision Document
Lead: Experience Studio + MiM™ Architect
Synthesis is the transition from alignment to structure.
This is where the team moves from workshop discussion to a formal Website Vision Document.
The goal of Synthesize is not to document everything that was said. It is to clarify what was decided.
Review the whiteboard outputs and identify:
- Where leadership was aligned
- Where priorities were debated
- Where assumptions surfaced
- Where gaps were exposed
- Then translate the discussion into a clear, structured Vision Document.
The Vision Document must define:
- The primary, secondary, and tertiary purpose of the site
- The defined Million-Dollar Action and supporting conversions
- Visitor context and mindset by channel
- Trust and credibility priorities
- Measurable outcomes tied to leadership goals
This document should read as intentional and decisive. It should eliminate ambiguity.
If something was unclear in the workshop, do not guess. Clarify it before finalizing the document.
Share: Website Vision Document Approval
The Share phase is when the Website Vision Document is delivered to the client for review.
Rather than reviewing the document live, the Vision Document should be sent by email so the leadership team has time to read it carefully and reflect on the strategic decisions captured in the workshop.
The document summarizes the alignment reached during the Vision Workshop, including:
- The defined Website Purpose
- The Primary and Secondary MDAs
- Visitor Context and mindset assumptions
- Trust and Credibility priorities
- Success metrics and measurable outcomes
Encourage the client to review the document internally and note any areas where clarification may be needed.
The Vision Document will then be discussed on the next scheduled project call, where the Architect or Experience Studio can walk through any questions, confirm alignment, and determine whether updates are necessary.
During this discussion, reinforce that the document represents the strategic foundation of the website. It is not a draft sitemap and it is not a design preview. It defines the growth logic the website will be built around.
Feedback should focus on confirming alignment and sharpening clarity rather than rewriting language.
No sitemap, wireframes, mockups, or platform decisions begin until the Vision Document is formally approved, confirming leadership alignment on the website’s role, the Million-Dollar Action, the trust framework, and how success will be measured.
Send Prep Email
Email to the Team
To: Client Team
From: MiM™ Architect
Cc: MiM™ Coach, Experience Studio
Subject: Website Vision Document Review
----------------
Hi Team,
Attached is the Website Vision Document that summarizes the strategic direction we established during our Vision Workshop.
This document captures the core decisions that will guide the development of your website, including:
- The primary purpose of the website
- The defined Million-Dollar Action (MDA) and supporting conversions
- Visitor context and mindset assumptions
- Trust and credibility priorities
- How success will be measured
Please take some time to review the document internally before our next call.
The goal is simply to confirm that the strategy accurately reflects how you want the website to support your growth. If anything feels unclear or incomplete, make a note and we can discuss it together.
On our upcoming call, we’ll walk through any questions, confirm alignment, and determine whether any updates are needed before finalizing the document.
Once the Vision Document is approved, we will move into the next phase where our team begins developing the site structure and design.
Looking forward to the discussion.
Best,
MiM™ Architect
Reminder: Calendar Invite
This should already be on the calendar at this point, but as a quick reference, this is your calendar invite.
*Client Name* // Website Development Workshop
Required: Client leader, Client team, MiM™ Coach, MiM™ Architect, Experience Studio
----------------Meeting Room: *Zoom or Teams info*
Purpose: Purpose: In this session, we’ll review the Website Vision Document together to confirm alignment on the strategy that will guide the development of your site. We’ll discuss any feedback or updates needed to finalize the document. Once the Vision is confirmed, we’ll move into the Vx Website Methodology presentation to walk through how the approved vision will translate into site structure, design, and development.
Phase 2: Structure & Development Framework
Phase 2 begins once the Website Vision Document has been reviewed and approved. At this point, the strategic role of the website is clear. Leadership alignment has been achieved around the website’s purpose, the Million-Dollar Action, the trust framework, and how success will be measured. The purpose of Phase 2 is to translate that strategic clarity into structure. This is where the team begins defining how the website will guide visitors, establish credibility, and support the Million-Dollar Action in practice.
Timing & Participation
Duration: 60–90 minutes
Led by: Experience Studio + MiM™ Architect
Participants: CEO/President/Owner + relevant leadership stakeholders
Experience Studio joins this phase because structural and technical decisions begin to take shape. Leadership participation remains important because the structure of the site directly influences how prospects navigate the experience, encounter proof, and move toward action. This session focuses on structure and requirements — not visual design.
Preparation
Preparation for this phase centers on ensuring the Architect and Experience Studio are aligned on the approved Vision Document. Before the session:
- Review the Vision Document carefully and confirm clarity around:
- Website purpose
- The primary and secondary Million-Dollar Actions
- Visitor context assumptions
- Trust and credibility priorities
- Success metrics
The Architect should also review the MiM Website Development Guide so the team can confidently explain how the website development process moves from structure to design to build. Prepare the Website Development Whiteboard so the team can capture structural and technical inputs during the session. The goal of preparation is to ensure the session remains focused on structure and requirements rather than drifting into design opinions.
Teach: MiM Website Development Guide
Time: ~30 minutes
Lead: Experience Studio + MiM™ Architect
The Teach portion explains how the Vision Document becomes an actual website.
Use the Website Development Guide to walk the leadership team through the MiM development framework and explain how the project will progress from this point forward.
Reinforce several core principles:
- Content leads structure and design. The website is built to communicate clearly and guide prospects toward the Million-Dollar Action.
- Every page must support the growth strategy defined in the Vision Document. Structure exists to support that strategy.
- CRM and tracking are foundational. The website must connect digital behavior to real sales conversations.
- The website will be built using our standard technology stack — WordPress with the Avada framework, hosted through Launchpress on the Kinsta platform, ensuring performance, reliability, and integration with sales and marketing systems.
- The development process follows a structured progression: Vision → Structure → Design → Build → Launch.
This section establishes expectations for how the project will move forward and prepares the group for the structural discussion that follows.
Once this context is established, transition to the Gather section.
Gather: Website, Domain & CRM Access
Time: ~10 minutes
Lead: Experience Studio + MiM™ Architect
The Gather portion focuses on identifying the structural and technical requirements the website must support.
Using the Website Development Whiteboard, guide the conversation to clarify the operational elements that will influence sitemap development and the eventual build.
This discussion typically surfaces:
- The CRM system and how leads should be captured and routed.
- Tracking and analytics requirements needed to measure success.
- Existing content assets such as case studies, testimonials, and proof points.
- Content gaps that must be addressed before launch.
- Functional needs such as resource libraries, gated content, or customer stories.
- Platform or hosting constraints that may affect development.
The goal of Gather is not to design the site during the session. It is to ensure the team clearly understands what the website must support operationally before structural work begins.
By the end of this section, the Architect and Experience Studio should have enough information to begin translating the Vision Document into an intentional site structure.
Synthesize: Develop Site Map & Mockups
Lead: Experience Studio + MiM™ Architect
Following the session, the Architect and Experience Studio move into the synthesis phase.
The goal of synthesis is to translate the Vision Document and workshop inputs into a clear structural direction for the website.
This includes developing:
- A proposed sitemap outlining the major sections of the site.
- A navigation hierarchy that guides visitors logically toward the Million-Dollar Action.
- Page-level structure recommendations to ensure trust, proof, and credibility appear at the right moments in the visitor journey.
- Initial wireframes or design mockups that illustrate how the structure will come to life visually.
- During this phase, every structural decision should be evaluated against the Vision Document.
Ask:
- Does this structure guide visitors toward the Million-Dollar Action?
- Does it establish credibility early?
- Does it surface proof and trust at the right moments?
- Does it reduce friction in the visitor journey?
This stage ensures the website is being designed intentionally rather than assembled page by page.
Share: Site Map & Mockup Approval
The Share phase is where the proposed sitemap and mockups are presented to the client.
This presentation walks the leadership team through the structural logic behind the website, including:
- How the navigation supports the visitor journey.
- Where trust and credibility are introduced.
- How visitors are guided toward the Million-Dollar Action.
- How the structure reflects the priorities defined in the Vision Document.
This review session is meant to confirm that the structure aligns with the agreed strategy.
Feedback should focus on clarity, alignment, and flow rather than aesthetic preference.
Once the sitemap and mockups are approved, the project moves into development, where the Experience Studio team begins building the website in a staging environment.
Send Prep Email
Email to Team
To: Client Team
From: MiM™ Architect
Cc: MiM™ Coach, Experience Studio
Subject: Website Sitemap & Mockups Review
----------------
Hi Team,
On our upcoming call, we’ll review the recommended website sitemap and visual mockups that our team developed based on the approved Website Vision Document.
These materials illustrate how the strategic direction we defined will translate into the structure and experience of your new website, including:
- The overall site structure and navigation
- How visitors will move through the site
- Where trust and credibility elements will appear
- How the site guides qualified prospects toward the Million-Dollar Action
During the session, we’ll walk through the sitemap and mockups together, answer any questions, and gather your feedback.
The goal of this meeting is to confirm alignment on the structure and design direction so our team can move forward into development.
Looking forward to reviewing everything with you.
Best,
MiM™ Architect
Reminder: Calendar Invite
This should already be on the calendar at this point, but as a quick reference, this is your calendar invite.
*Client Name* // Website Sitemap & Mockups
Required: Client leader, Client team, MiM™ Coach, MiM™ Architect, Experience Studio
----------------Meeting Room: *Zoom or Teams info*
Purpose: In this session, we’ll review the proposed website sitemap and design mockups that were developed based on the approved Vision Document. We’ll walk through how the structure guides visitors, where trust and credibility are introduced, and how the site leads prospects toward the Million-Dollar Action. The goal of this session is to confirm alignment on the structure and design direction, gather any final feedback, and move toward approval so development can begin.
Phase 3: Development & Launch
Phase 3 begins once the sitemap and website mockups have been reviewed and approved.
At this stage, the strategic direction and structure of the website are finalized. The purpose of this phase is to translate that structure into a fully functional website.
Experience Studio leads the development process while the Architect remains responsible for maintaining alignment with the Vision Document and ensuring the website continues to support the Million-Dollar Action.
This phase moves the project from design into implementation.
Development Process
Development begins in a staging environment where the Experience Studio team builds the website according to the approved sitemap and mockups.
During this phase, the team will:
- Build page templates and layouts
- Implement the approved design system
- Develop page structures based on the sitemap
- Configure navigation and internal linking
- Integrate CRM forms and lead capture workflows
- Install analytics and tracking tools
- Ensure responsive performance across devices
Once the initial build is complete, the team schedules a review session with the client to walk through the staged website and explain how the approved structure has been implemented.
After the review, the client will use Usesnap to provide feedback directly on the staging site. This allows comments to be tied to specific pages or elements and keeps feedback organized.
The Experience Studio team will address Usesnap comments and implement necessary updates. This stage is focused on refinement rather than structural changes.
Once feedback is resolved and the site is confirmed to be functioning as intended, the project moves into final launch preparation.
Send Prep Email
Email to the Team
To: Client Team
From: MiM™ Architect
Cc: MiM™ Coach, Experience Studio
Subject: Website Sitemap & Mockups Review
----------------
Hi Team,
On our upcoming call, we’ll review the progress our team has made on your website build.
During this session, we’ll walk through the homepage and several additional pages that have been developed so far. This will give you a chance to see how the approved sitemap and mockups are translating into the live site experience.
We’ll review:
- The homepage structure and messaging
- Key page layouts that have been built so far
- How trust and credibility elements are appearing throughout the site
- How visitors are guided toward the Million-Dollar Action
The goal of this meeting is to walk through the current build together, answer questions, and make sure everything is progressing in alignment with the approved direction.
After this review, we’ll continue moving forward with development and prepare for the structured feedback stage.
Looking forward to showing you the progress.
Best,
MiM™ Architect
Reminder: Calendar Invite
This should already be on the calendar at this point, but as a quick reference, this is your calendar invite.
*Client Name* // Website Development Progress Review
Required: Client leader, Client team, MiM™ Coach, MiM™ Architect, Experience Studio
----------------Meeting Room: *Zoom or Teams info*
Purpose: In this session, we’ll review the current progress of your website build, including the homepage and several key pages that have been developed so far. We’ll walk through how the approved structure and design are coming to life in the live site, confirm alignment with the Vision Document, and answer any questions before moving forward with the next stage of development.
Internal Coordination
Throughout development, the Architect and Experience Studio should maintain close coordination to ensure the website continues to reflect the strategy defined in the Vision Document.
This includes verifying that:
- The Million-Dollar Action remains clearly visible and accessible
- Trust and credibility elements are implemented as planned
- Visitor pathways align with the intended user flow
- CRM integrations capture the appropriate data
- Tracking tools measure the defined success metrics
The Architect’s role is to protect the strategic integrity of the site while Experience Studio focuses on execution.
Client Communication
During development, communication with the client should remain structured and purposeful.
Clients should not receive incremental previews of unfinished work. Instead, communication should focus on:
- Project progress updates
- Requests for required assets or content
- Clarification of any missing information
- Scheduling the review session
This ensures the development process remains focused and avoids confusion caused by partial or evolving builds.
Launch Preparation
Before launch, the Experience Studio team performs a structured quality review to ensure the website is ready for production.
This includes confirming:
- All pages function as intended
- Forms and CRM integrations capture leads correctly
- Analytics and tracking tools are installed and verified
- Navigation and internal links function properly
- Mobile and tablet responsiveness are validated
- Page performance and load speed meet acceptable standards
Only once these checks are complete should the website move from staging to production.
Launch
Launch marks the activation of the website as a growth asset.
Once live, confirm that:
- Forms submit correctly
- CRM integrations capture data accurately
- Tracking tools record user activity
- The Million-Dollar Action is functioning as intended
After launch confirmation, notify the client that the website is live and operational.
Send Launch Email
Email to the Team
To: Client Team
From: MiM™ Architect
Cc: MiM™ Coach, Experience Studio
Subject: Your Website is Live
----------------
Hi Team,
Your new website is now live - [insert domain here]
It can take a little time for the domain to fully propagate across the internet, so if the new site doesn’t appear immediately in some locations, that is normal and should resolve shortly.
In some cases, internal company networks may still show the old version of the site due to cached DNS settings. If that happens, your IT team may need to manually refresh or reset the DNS on your internal network.
We’ll continue monitoring the site to ensure everything is functioning properly. If you notice anything that looks off or have any questions, just let us know.
Congratulations on the launch.
Best,
MiM™ Architect
Phase 4: Post-Launch Optimization
Phase 4 begins once the website has been launched and confirmed to be functioning properly in production.
At this stage, the website is no longer a project. It becomes an active part of the company’s digital growth system.
The focus of this phase is ongoing improvement based on real user behavior and measurable outcomes.
Monitoring Performance
Once the site is live, the team begins monitoring how visitors interact with the site and how effectively it supports the Million-Dollar Action.
To support this, the website is equipped with the MiM Dashboard, which consolidates the most important performance metrics into a single view.
This includes:
- Total lead submissions and recent inquiries
- Submissions by form and source
- Traffic, users, and engagement metrics
- Key behavioral indicators such as bounce rate and session time
- Top pages, traffic sources, and device usage
Clients are provided with login access to the dashboard, allowing them to view performance data at any time. User accounts are created as part of the launch process.
The goal is to create a clear, shared view of how the website is performing — both in terms of traffic and lead activity.
Example: MiM Dashboard
Reviewing User Behavior
With live traffic and real prospects interacting with the website, patterns begin to emerge.
The team reviews:
- How visitors are navigating the site
- Where prospects engage most deeply
- Where visitors drop off before reaching the MDA
- Which pages and content drive the most interaction
- How lead activity trends over time
These insights help identify where the experience is working and where friction may exist.
Monthly Reporting & Review
The MiM Dashboard automatically generates and sends a monthly performance report to both the Experience Studio team and the MiM Architect.
Each month:
- Experience Studio reviews technical performance, engagement, and site behavior
- The Architect reviews alignment with the Million-Dollar Action and overall growth strategy
Clients can reference the dashboard at any time, while the MiM team uses the monthly report to identify trends and determine where improvements should be made.
Together, the team evaluates:
- Lead volume and quality
- Conversion performance
- Engagement trends
- Opportunities to improve clarity, trust, or flow
This ensures performance is consistently reviewed and not left to assumption.
Refinement & Recommendations
Based on performance data and observed behavior, the team may recommend refinements to strengthen the site’s effectiveness.
This could include:
- Improving clarity around the Million-Dollar Action
- Strengthening proof or credibility elements
- Adjusting page content to reduce friction
- Enhancing calls-to-action or conversion pathways
These refinements are focused and intentional. They are meant to improve performance without disrupting the overall structure of the site.
What Clients Can Expect
Following launch, clients can expect:
- Access to the MiM Dashboard for real-time visibility into performance
- Ongoing monitoring of lead activity and user behavior
- Monthly review of performance by the MiM team
- Actionable recommendations for improvement
This ongoing process ensures the website remains a credible, effective tool for initiating and supporting high-value customer relationships.