01 · Project overview

Technical Performance & SEO/AEO Optimisation.

A one-time technical optimisation of vestwell.com, covering site-wide Core Web Vitals improvements and a technical SEO/AEO foundation, delivered through a single engineering pass across the existing Sanity-based codebase.

Scope rationale Performance remediation and the SEO/AEO foundation are implemented within the same templates, the same engineering cycle, and the same quality assurance pass. Combining them increases the value delivered without extending timeline or adding resourcing.

Current state

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Desktop Google Lighthouse score

Below Google's recommended threshold of 90+, with significant headroom for improvement.

59 / 100

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Mobile Google Lighthouse score

Closer to target but still below Google's recommended threshold of 90+.

82 / 100

Mobile LCP (current)

3.7s

Google's target

≤2.5s

These scores indicate clear room for improvement across both performance and technical SEO/AEO, which this engagement is scoped to address.

Out of scope

This is a technical engagement only. Content, strategy, and entity-building work sit outside this scope, with the full list detailed on the Scope of work page.

02 · Scope of work

Full scope, delivered as one engagement.

Both areas below are delivered together as a single scope of work, not phased or prioritised separately, within the same codebase engagement.

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Technical performance optimisation

Full-site Core Web Vitals and performance remediation, targeting Google's recommended thresholds across desktop and mobile.

Core Web Vitals: LCP, INP, and CLS improvements: image sizing and prioritisation, JavaScript deferral, layout-shift elimination, and removal of render-blocking resources
Page weight & scripts: reduction of unused JavaScript and main-thread blocking, including animation libraries currently loading sitewide instead of page-scoped, and GTM firing earlier than needed
Asset delivery: modern image formats (WebP/AVIF), correct sizing, and font-loading fixes, targeting the mobile-specific issues currently hitting LCP hardest
Security & best practices: HTTPS configuration and other items surfaced in the baseline audit
Rendering hygiene: server-rendered, semantic HTML to ensure content is fully crawlable
Coverage: applied across all URLs on vestwell.com, with no priority subset

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Technical SEO / AEO foundation

Ensures the site is readable and citable by both traditional search engines and AI answer engines, including Google AI Overviews, ChatGPT, Claude, and Perplexity.

Canonical fix, sitewide: canonicals currently resolve to vestwell.com while the site redirects to www.vestwell.com, sending search engines to a redirect on every page; corrected across all templates
Page-specific metadata: blog, news, case studies, guides, reports, and webinars currently fall back to one generic description, and the homepage's own metadata isn't applying; per-page titles and descriptions with automatic fallbacks, editable in Sanity
Organisation, WebSite & Article schema: only FAQ markup exists today; adding these three as the core structured-data layer
Sitemap overhaul: missing content types added, last-modified dates included, and refresh moved off redeploy-only so new content doesn't go unseen for days
HubSpot audit: audit of campaign pages on save.with.vestwell.com, canonical configuration set, and redirects to the main site verified

Explicitly out of scope

Not included in this engagement To avoid any ambiguity, the following are not part of this engagement and would need to be scoped separately if required.

Content writing, copywriting, or keyword strategy
Link building and entity-building initiatives such as Wikipedia or Wikidata listings
FAQPage schema or new Q&A content creation
Internal linking or information architecture changes
Any ongoing retainer or recurring optimisation work beyond this one-time delivery

03 · Timeline & success metrics

Three weeks, start to handover.

Based on platform access being granted promptly in week one.

Delivery timeline

Week 1 Access & baseline Platform access granted, technical knowledge transfer session with a tech person from Vestwell's team, full-site crawl, and baseline Google Lighthouse and CrUX report across all URLs

Week 2 Implementation Performance fixes, schema, canonical correction, sitemap overhaul, and HubSpot audit implemented across the site in parallel

Week 3 QA & handover Quality assurance pass, structured data validation, and final Google Lighthouse before/after report delivered, with the CrUX field-data comparison following once the 28-day window closes

This timeline assumes platform access and the technical knowledge-transfer session are completed within the first few days of kickoff. If access is delayed, the start of the three-week timeline will shift accordingly.

Meeting cadence

1

Technical knowledge transfer session with a tech person from Vestwell's team, at kickoff alongside platform access

As needed

Additional sessions only if questions arise or further clarity is required during implementation

How success will be measured

Google Lighthouse remains the primary lab benchmark: free, reproducible, and independently verifiable by Vestwell anytime, captured across Performance, SEO, Accessibility, and Best Practices on Desktop and Mobile. Alongside it, we'll baseline real-user field data from Chrome UX Report (CrUX), broken out by template, reflecting what actual visitors experience. CrUX runs on a rolling 28-day window, so the "after" reading isn't available at handover; we'll share it once the window closes, about 28 days post-launch.

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Google Lighthouse scores

Captured before work begins and again at handover, providing a clear, independently verifiable before/after comparison.

developer.chrome.com/docs/lighthouse

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CrUX field data baseline

Real-user Core Web Vitals pulled by template. Baseline captured before work begins; since CrUX runs on a rolling 28-day window, the "after" reading follows roughly 28 days post-launch, once the window fully reflects the changes.

CrUX / PageSpeed Insights API · 28-day rolling window

04 · Investment

A single scope, a single fee.

One payment covers the full engagement, applied across every URL and both workstreams.

One-time technical performance & SEO/AEO optimisation
Full site, all URLs, delivered within 3 weeks $6,000Payable in advance, on signing

Requirements from Vestwell

Platform access Sanity, HubSpot, and hosting/repository access for the Troopod team
Technical knowledge transfer One session with a tech person from Vestwell's team to walk through the current setup
Point of contact One approver available to turn around implementation questions promptly

Post-delivery support

A two-week support window follows final handover, covering fixes for any issues directly related to the work delivered in this engagement.

Looking ahead

Following this engagement, we would welcome a conversation about an ongoing performance and CRO retainer to build on the work completed. This is a separate discussion for after delivery, with no obligation attached to this proposal.