Project overview
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Troopod
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. This engagement does not include content strategy, copywriting, or an ongoing retainer.
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)
Google's target
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 introduced by Heap, HubSpot embeds, and chat widgets
- Asset delivery: modern image formats (WebP/AVIF), correct sizing, and edge caching
- 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.
- Organisation schema: sitewide JSON-LD linked to LinkedIn, Crunchbase, and other authoritative profiles
- Canonical tags: implemented across all templates to prevent duplicate-content issues with save.with.vestwell.com
- Meta titles & descriptions: configured within Sanity so editors retain ongoing control
- XML sitemap: generated from live content and submitted to Google Search Console and Bing Webmaster Tools
- robots.txt & AI crawler access: explicit allow rules for GPTBot, ClaudeBot, PerplexityBot, and OAI-SearchBot
- BreadcrumbList & Article schema: structured data applied to /news and blog content, including author and date signals
- HubSpot alignment: canonical configuration to ensure campaign pages reference vestwell.com as the source
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
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 is the industry-standard tool for this type of engagement. It is free, reproducible, and independently verifiable by Vestwell at any time. It will serve as the primary before/after metric for this engagement, captured across Performance, SEO, Accessibility, and Best Practices, on both Desktop and Mobile.
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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
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
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.