Process and Timelines: How Projects Move From Discovery to Launch

A structured, milestone-based workflow from discovery to launch. Most marketing sites complete in 6–12 weeks depending on scope, content readiness, and approvals.

Published November 11, 2025

Projects follow a clear sequence with defined deliverables, review checkpoints, and weekly touchpoints to keep momentum and decisions moving.

Phase overview and typical artifacts

• 1. Intake and alignment (1–3 days)
  • Goals, KPIs, constraints, key audiences, success criteria
  • Project plan, roles, comms cadence
• 1. Discovery and information architecture (1–2 weeks)
  • Content audit, competitor and reference scan
  • Sitemap, page objectives, CMS model outline
• 1. UX/UI design and design system (1–3 weeks)
  • Wireframes → high-fidelity comps for key templates
  • Component library, tokens, responsive patterns, accessibility guidance
• 1. Webflow build (2–4 weeks)
  • Style guide page, global classes, variables
  • Figma-to-Webflow sync for speed and fidelity
  • CMS collections, forms, interactions/animation as scoped
  • Integrations (e.g., HubSpot/Marketo, Airtable, APIs)
• 1. Content loading and localization (1–2 weeks)
  • Populate pages and CMS; localized variants if applicable
  • Page-level SEO (titles, meta, OG), structured data as needed
• 1. QA: accessibility and performance (3–7 days)
  • WCAG-informed checks, keyboard and contrast testing
  • Device/browser QA, Core Web Vitals monitoring
  • 404s, redirects, and publishing checks
• 1. Reviews and approvals (ongoing within phases)
  • Planned review loops (typically 2–3 per key template)
  • Consolidated feedback and acceptance criteria
• 1. Launch (1–3 days)
  • DNS cutover, SSL, environment checks
  • Post-launch smoke tests and monitoring
• 1. Handoff and training (1–3 days)
  • Editor training, short how-to videos, documentation
  • Optional retainers for growth and support

Roles and responsibilities

• Client team: brand assets, content and SMEs, timely reviews, legal/compliance
• Elena: planning, design, Webflow build, CMS architecture, integrations, QA, training

Change management

• Scope is defined in the SOW. New requirements are estimated and scheduled via change order or retainer.

Timelines and dependencies

• Ranges above are typical, not guarantees. Actual duration depends on scope, content readiness, approvals, integrations, and localization needs.

FAQs

• Can you work alongside our in-house dev team?
  • Yes. The Webflow site can own the marketing site while engineering focuses on the app. Shared design systems and DevLink/code components are options when appropriate.
• Can we ship in phases?
  • Absolutely. We can prioritize a high-impact launch and schedule subsequent templates, locales, or sections on a roadmap.
• How do you handle localization?
  • Webflow Localization supports locales, localized styles/content, SEO and slugs. Workflow and cost scale with the number of locales.
• How do you approach performance?
  • I plan for Core Web Vitals from the start and test throughout the build, addressing images, scripts, animations, and content structure.

Sources

• The links below outline Webflow workflows and capabilities referenced in this process.