The Underdog Process
From Your First Call to Quarterly Growth.
Every Underdog engagement follows the same documented path. We start with a free strategy session, recommend the package that fits, complete onboarding, produce the work, launch it and keep improving it quarter by quarter.
Each stage has defined priorities, specialist ownership, quality control and a clear next move. You know what we are working on, why it matters and what comes next.
The Underdog Method
Visibility. Traffic. Conversion.
Revenue.
A website alone does not create a growth strategy. Neither does ranking for keywords that never bring qualified customers. Our process connects each part of your marketing to the customer journey, from the moment someone finds your business to the point where that visit produces a measurable result.
Visibility
Build a discoverable digital presence through technical SEO, local search, useful content and relevant advertising.
Traffic
Attract visitors whose needs, search intent and interests align with the services your business provides.
Conversion
Create clear paths to contact, book, request a quote or purchase through effective website design and messaging.
Revenue
Connect campaign performance to qualified leads, sales opportunities and attributable business results wherever reliable data is available.
How we apply the method
Our team begins with a business assessment, develops an appropriate strategy, implements the agreed services and reviews performance throughout the campaign. The resulting insights inform optimization and future planning.
Step by step
Six Steps From First Call
to Ongoing Growth.
Each stage answers one question and prepares the next decision.
Discover
Free strategy session and evaluation
We begin with your goals, customers, competitors, current performance and biggest challenges. We look at your website, search visibility and customer journey so the conversation starts from your real situation.
Free. No obligation to purchase.
Select
Package recommendation
Every Underdog service is available as Starter, Growth or Dominator. We recommend the level that fits where your business stands. Your proposal defines the deliverables, responsibilities, timing and investment before work begins.
Starter, Growth or Dominator
Prepare
Mandatory onboarding
Onboarding gives the team the access, information and approvals needed to begin. It is required in every agreement and is ordinarily completed within seven business days after we send the onboarding request.
Ordinarily within 7 business days
Build
Production period
Once onboarding is substantially complete, your project moves into active production. Starter targets about 30 business days and Growth about 45. These are operational targets, not guaranteed launch dates.
Build, review, approve
Launch
Testing and go-live
We check forms, links, mobile layouts, tracking and the agreed integrations, then coordinate go-live and handover. Your agreement explains the launch support included in your package.
Testing, go-live, handover
Grow
Quarterly strategy and renewal
Continuing campaigns run in 90-day cycles of strategy, implementation, optimization, measurement, reporting and renewal planning. Each quarter’s findings shape the next one.
Every 90 days
Choose your level
One Proven Process.
Three Levels of Growth.
The steps stay the same. Your package determines the depth, pace and reach of the strategy: how much we build, how many channels we coordinate and how aggressively we pursue the opportunity.
Focused foundation
Starter
Builds the essential foundation your business needs to compete. A good fit for one clear priority and a defined starting scope.
- Target production window
- About 30 business days
Connected growth
Growth
Expands your visibility, strengthens conversions and creates momentum across multiple coordinated workstreams.
- Target production window
- About 45 business days
Competitive market
Dominator
Our most aggressive level of strategy and execution, for businesses ready to pursue greater market share.
- Target production window
- Confirmed by your scope
Production windows begin only after onboarding is substantially complete and the materials, approvals, access and payments needed for production have been received. They are operational targets, not guaranteed completion or launch dates. Access, content, approvals and revisions can affect the schedule.
Onboarding
Onboarding Comes First.
Production Follows.
Onboarding is a required part of every agreement. It is how we collect the access, information and approvals the team needs to start real work. After you sign, you receive an onboarding request, and onboarding should ordinarily be completed within seven business days unless we approve another deadline in writing.
We reserve people, production capacity and scheduling for each accepted project. If onboarding is not substantially complete in that window, the account may be placed on administrative hold and moved into the next available production window. Complete, timely onboarding is the simplest way to keep your project on schedule.
What onboarding may include
- Intake forms and strategy questionnaires
- Business, service, product and location information
- Brand assets, required content, media and photographs
- Website, hosting, domain and DNS access
- WordPress or CMS access
- Google account, analytics and Search Console permissions
- CRM, social or advertising platform access when applicable
- Required approvals and onboarding or alignment meetings
Account access should be shared through the agreed secure process. Bring a designated contact for approvals.
Every 90 days
Growth Runs on
a Quarterly Rhythm.
Search growth needs time to research, implement, monitor and refine. Continuing campaigns are organized around calendar quarters, which gives the team a focused 90-day window to complete meaningful work, evaluate performance and recommend the next cycle.
Q1
January to March
Q2
April to June
Q3
July to September
Q4
October to December
Strategy
We set the quarter’s priorities from your goals, your market and what the last cycle revealed.
Implementation
The specialists on your account complete the agreed work within your package scope.
Optimization
We refine pages, content and campaigns based on what the data and your market show.
Measurement
We track the metrics agreed for your campaign, such as visibility, qualified traffic, inquiries and bookings where tracking is available.
Reporting
You receive updates on what was done, why it matters and what comes next.
Renewal planning
We recommend the next cycle. Any renewal terms are listed in your Order Form or proposal, and buying a future term is your decision.
Quarterly strategy draws on competitive research. See how Sniper Planning identifies keyword, content, location and conversion opportunities.
Accountability
Clear Goals.
Accountable Delivery.
We believe accountability should be part of the service. Goals are documented for your campaign, progress is reported, and the commitments that apply are written into your agreement.
The Underdog Guarantee
We establish measurable goals based on your service, package, market and starting position. If we miss the qualifying goals documented for your campaign, we will match the applicable services with an equivalent service period at no additional cost, provided all client responsibilities, access requirements, approvals and timelines have been met. Full terms apply.
Delivery standards
Our Service Guarantee explains the delivery standards behind every engagement: defined scopes of work, reporting expectations and the service-resolution process if something needs attention.
What we do not promise
We do not guarantee a particular ranking, traffic volume, lead volume, conversion rate or revenue amount unless a separate written guarantee expressly says so. A good agency should avoid unrealistic guarantees, and we do.
The Underdog Way
The Commitments
Behind the Process.
The Underdog Way explains how we define performance objectives, deliver agreed services, structure quarterly partnerships, research competitors and coordinate campaign execution.
The Underdog Way
Quarterly Billing
See how our 90-day campaign structure works, from onboarding and execution to reporting and renewal.
The Underdog Way
ROI Guarantee
Understand the performance commitments available with qualifying packages, how results are measured and which remedies apply under the signed agreement.
The Underdog Way
Service Guarantee
Learn about our delivery standards, defined scopes of work, reporting expectations and service-resolution process.
The Underdog Way
Sniper Planning
Discover how competitive research helps us identify keyword, content, location and conversion opportunities.
See the process in real client work
Explore the brief, the work we delivered and the finished websites, or read what clients have shared about working with the team. Read client testimonials.
Process questions
Know What Happens
Before You Commit.
Straight answers about the strategy session, onboarding, production timing and what happens after launch.
Still have questions?
Talk to the team directly. Call (919) 823-7924 or send us a message.
Is the strategy session really free?
Yes. There is no charge for the strategy session and no obligation to purchase a service. If you decide to move forward, we explain the available options and pricing. Book your free strategy session.
Do I need to know which package I want before we talk?
No. You do not need to choose a package first. We evaluate your website, search visibility, competitors, customer journey and goals, then recommend the service and package that best fits your current position.
How long does onboarding take?
Onboarding is mandatory and should ordinarily be completed within seven business days after we send the onboarding request, unless we approve another deadline in writing. If it is not substantially complete, the account may be placed on administrative hold and rescheduled into the next available production window.
When does production start, and how long does it take?
Production begins after onboarding is substantially complete and the required materials, approvals, access and payments have been received. Starter targets about 30 business days and Growth about 45 business days. Dominator timing is confirmed by scope. These windows are operational targets, not guaranteed completion or launch dates.
What happens after my website launches?
After launch, we verify functionality, mobile responsiveness, forms, tracking, search readiness and indexing requirements. Depending on your selected services, the next stage may include SEO, content development, social media marketing, paid advertising, website management, reporting and continued conversion improvement.
Why are campaigns organized by quarter?
Search growth requires enough time to research, implement, monitor and refine a strategy. A quarterly structure gives the team a focused 90-day window to complete meaningful work, evaluate performance and make informed recommendations for the next cycle. Learn how quarterly billing works.
Do you guarantee rankings or revenue?
No. We do not guarantee a specific ranking, traffic volume, lead volume or revenue amount. Under the Underdog Guarantee, if we miss the qualifying goals documented for your campaign, we will match the applicable services with an equivalent service period at no additional cost, provided all client responsibilities, access requirements, approvals and timelines have been met. See the ROI Guarantee for details.
Can we begin with one service?
Yes. A focused starting point can be the right choice when one bottleneck is clearly limiting growth. Your proposal defines the scope, timing, investment and responsibilities before work begins.
Step one is free
Bring the Goal.
We Will Help Shape the Plan.
You do not need a finished marketing plan before we talk. Tell us what you want to improve, what you have tried and where you feel stuck. We will help you identify a practical next step.
Prefer to call? (919) 823-7924