01 · Overview
We will rebuild hubbardswim.com as a modern, mobile-first site that turns more visitors into registered families, for a fixed investment of $34,750 over 3 to 4 months.
The current site has served Hubbard well since its last refresh, but it shows its age. The footer still reads © 2020. Several key family links (Report an Absence, Makeup Request, Cancellation Request) point nowhere. The site runs on an older custom CMS that is hard for staff to update. Parents increasingly browse on their phones, and every extra tap between them and the Register button costs enrollments.
This rebuild keeps everything that works — your content, your search rankings, your iClassPro registration flow — and puts it on Framer, a fast, easy-to-manage platform that your team can update without a developer.
02 · Our three goals
Built for trust, conversion and the AI era.
We have 3 main goals when we engage with companies at the website build level.
Built for Trust
A memorable experience that turns first impressions into confidence.
Built for Conversion
Every element pushes visitors toward action.
Built for the AI Era
Agent-ready structure with SEO, AEO, and GEO baked in.
03 · The platform
Built on Framer.
This project will be developed on Framer, a modern website platform known for fast load times, polished design and simple editing. Your team can update text, images, staff and blog posts directly, without a developer. Here are three Framer sites that show what's possible:
04 · Why this investment
Not a brochure. A business system.
Hubbard's site is not a simple brochure. It is a multi-location business system, and the price reflects five things that make it substantial.
A 24-page site, built on eight custom templates
Lessons, programs, four locations, staff, careers, pricing, FAQ, registration, calendar, gift cards and the blog. Each page type gets its own design for desktop and mobile, so every page feels intentional rather than forced into a generic layout.
Three content databases your team can manage
Instead of hard-coded pages, we build structured systems:
- Swim levels (about 15): age range, price, class size and skill focus, entered once and shown everywhere. Change a price once and it updates on the level pages, the pricing page and the overview.
- Staff directory (about 180 instructors): photo, name, bio, and a filter by location so parents can meet their child's teachers.
- Locations (4): address, hours, general manager, map and portal link, feeding the locations hub and each location page.
About 300 pieces of content migrated
132 blog posts dating back to 2016, about 180 staff profiles and 24 pages of content all move to the new platform with their images, categories, authors and dates intact. Nothing gets lost.
Protecting the search rankings you've built over 10 years
We map about 170 existing web addresses to their new homes with permanent redirects, so Google and every bookmarked link still land in the right place. We also add location-specific search markup so each of your four schools shows up for "swim lessons near me" searches. Skipping this step is the most common way a redesign loses traffic and enrollments.
Connecting the tools that run your business
Four separate iClassPro portals for registration, logins, absences, makeups and cancellations; JotForm for the Level Finder quiz and special needs inquiries; Constant Contact for email signups; ADP for job applications; and Google Analytics with conversion tracking, so you can see exactly how many visitors click Register at each location.
05 · Scope
What's included.
Discovery & strategy
Design
Site-wide build
Page build
Integrations
Content migration
SEO protection
Quality, launch & training
06 · Timeline
3 to 4 months.
The new site launches at the end of week 14, about 3.5 months after kickoff. Weeks 15–16 are a built-in buffer for post-launch fixes and any feedback delays, so the project finishes inside 4 months.
Development starts as soon as designs are signed off, and content migration overlaps the last weeks of development to save time.
We learn how Hubbard's families find and register for classes, map every page, and present the first designs.
Designs are finalized and signed off in week 6, and development of the site-wide elements and core pages begins on a private staging site you can preview at any time.
We finish every page, connect iClassPro and the other tools, move the blog, staff and page content, and set up every redirect.
We test on every major device and browser, launch, train your team, and fix anything that comes up in the two weeks after go-live.
The one thing that most often delays a project like this is waiting on feedback, so we ask for review responses within 3 business days.
07 · Cost breakdown
Where the investment goes.
The $34,750 is allocated across the eight phases by the work each one requires. Page development and design account for half the investment.
Project management, coordination and a reserve for unexpected technical issues are included in each phase, not billed separately.
Want the line-by-line numbers? The spreadsheet breaks every phase down by hours and by cost.
Download spreadsheet08 · Investment & payment schedule
One fixed fee. Three milestones.
The full scope above is a fixed fee of $34,750, paid in three milestones tied to visible progress.
Project start
At signing
Design approval
End of month 1–2, when designs are signed off
Launch
When the new site goes live
If a different schedule works better for Hubbard, we're happy to spread the investment out. Just ask.
The fixed fee includes two rounds of revisions per phase. Requests beyond the scope above are quoted in writing as a change order before any work begins, so the price never changes without your approval. We host the site on our account until it goes live. After launch, hosting moves to Hubbard's own account, or we can keep managing it as an add-on. Third-party subscriptions (iClassPro, JotForm, Constant Contact) remain Hubbard's accounts and are billed directly by those providers.
09 · Optional add-ons
Go further.
These are not included in the $34,750 and can be added at any point.
Copywriting / content refresh
Rewrite of all 24 core pages for clarity, enrollment and search
Professional photography
Half-day to full-day shoot across locations: classes, facilities, staff
Blog post SEO refresh
Update about 40 of the oldest posts (2016–2020) for accuracy and search
Spanish-language version
Translation and bilingual setup for core pages
Monthly care plan
Platform updates, backups, security monitoring and small content edits
Hosting (managed)
Managed hosting for the new site
Ongoing SEO retainer
Continued search optimization after launch
We recommend the monthly care plan. It keeps the site secure and fast after launch and gives your team a direct line for updates.
10 · What we need from Hubbard
Quick decisions keep us on schedule.
The timeline depends on quick decisions as much as on the build. To stay on the 3–4 month schedule, we ask for:
- One point of contactwith authority to approve designs and content.
- Feedback within 3 business daysof each review. Each week of delay moves launch by about a week.
- Admin accessto the current site, domain registrar, Google Analytics, Tag Manager and Search Console in week 1.
- Updated contentfor any page you want changed, such as new pricing, hours or staff, before the content migration in month 3.