Prime Time Energy

Project Proposal

1.0 Project Overview

Prime Time Energy is Western New York’s premiere, top of the line HVAC and insulation company. At Prime Time Energy, they pride themselves on the ability to service virtually any residential home in Western New York, no matter the level of income, being one of the only NYSERDA certified contractors in the region.

Our goal through this proposal will be to work together with Prime Time Energy to develop the front and back-end of their website to ensure SEO opportunities are maximized on an ongoing basis. The recommendations in this proposal are designed in the best interest of Prime Time Energy’s long-term website / internet presence, visibility and SEO potential. The additional SEO functionality that will be used for Prime Time Energy’s website will allow for scalability and organic growth in their location and to work toward dominating the online presence in the local market for their industry. It is our intention, through the website’s custom development, SEO and conversion, to help grow Prime Time Energy. With the value of over 300,000 homes in their local region, all with HVAC appliances and needs, Our primary objective is to grow Prime Time Energy’s ranking, authority and online presence, so that all those homeowners can find and contract Prime Time Energy from searching on Google, rather than contacting their local competition, whom are currently at this time outranking Prime Time Energy for every relevant keyword and search phrase in the industry.

Prime time currently has a standard, template website in place but it isn’t optimized to drive any organic search traffic and needs a modernized face-lift that’s both extremely functional as well as ascetically pleasing with a conversion focused mindset. The majority of Prime Time’s leads are through word of mouth and media ads, ergo the importance of a strong, sleek and attractive website design built to capture and convert leads. They don’t currently have any SEO or PPC functions driving traffic to their main page nor are they utilizing any other forms of digital marketing other than non-optimized ads. Range Marketing would be responsible for rebuilding their current website and replacing it with a fully customized, optimized and SEO ready platform with more intuitive back-end compatibility to increase organic search results and outrank competitors regionally. Range Marketing will also be responsible for instituting a strong back linking strategy with the overarching goal of increasing Domain Authority (current DA is 16 out of 100). We may also at a later time be tasked with implementing smart, cost effective PPC/AdWords campaigns to help generate more immediate revenue.

This proposal will cover two phases: “Phase 1”, which is the website rebuild portion of the project and “Phase 2” is the implementation of our additional SEO services, in order to get the redesign live as soon as possible with an aggressive search strategy to start ranking.

2.0 Project Deliverables

Below outlines deliverables for this project.

Project Discovery

Our Project Discovery process is integral to developing a website that is both on time and exceeds expectations for both the client and our team. At this point, we have already completed a majority of this deliverable, but the details of our process are outlined below.

Steps in this process include:

  • Initial client meeting to determine technical scope, visual desires, company mission, and the full walkthrough of services client offers.
  • Detailed breakdown of each project deliverable included in the website in a clearly defined technical scope.
  • Buildout of Sitemap to establish what content will be on the website, and what page it will be included on.
  • Establish a Project Schedule with concrete deadlines for multiple phases of the project.

Creative Design

A website is nothing without it’s design. At Range, we handle the creative portion of design a bit differently. Typical agencies will execute the design research phase and then produce visual-only mockups in PDF form, essentially showing you one big image that you approve before moving into development.

While in some projects this does make sense, in the majority of our projects this lengthy step is costly to both the client and ourselves, and isn’t necessary because of how we develop sites.

Our Creative Process stays completely within the realm of research and planning. We work with you to identify the most important information you want the design to convey, and from that formulate a quick sketch that outlines how we can structure that information.

From there, we research other beautiful sites on the web and come up with our own unique layout groups that we’ll apply to the development. We’re still in the planning phase here – the design comes to life during our actual development project.

Because of this process, the first “design” preview you see will actually be a developed website, allowing you to preview it on all of your devices as well as get a first look at the interactivity/features of the site.

Development Environment Setup

Range will develop your site in a closed environment on a completely different server from where your live website will be. This process is complex and takes time to set up, but is critical for the future safety of your website. Once your website goes live on the internet, we still host your development environment. This serves a couple functions:

  • Acts as an additional backup layer in the event of something happening to the live site.
  • Remains a preview for future changes to your site.  If you require a big design change, new page design, or new functionality, we can safely test and preview everything on your development website before moving it to production.  This ensures that your live website will never “break” due to meddling around with the code when building something new.

Core Development

Core Development is generally the largest deliverable in the project, notwithstanding any additional complex custom applications or functionality. During this phase of the development we will:

  • Install and set up the Content Management System (CMS) used for the website – in this case WordPress.
  • Install and set up a suite of plugins and performance-enhancers for the website.
  • Design and develop site-wide features of the website, like navigation, footer, and sidebar.
  • Design and develop the homepage.
  • Design and develop the content-focused interior pages (such as About Us, Contact Us, Blog, Services Provided, etc.)
  • Ensure author functionality is designed and developed, allowing users to see pictures of the article author as well as a bio page with summary of posts by that author.
  • Set up usernames/logins.

Content Implementation

Content Implementation is just that – adding all of the content to your website. This step is different for every client, but typically includes things like:

  • Working with the client to obtain all necessary content for each page of the website.
  • Obtaining and cropping/optimizing high resolution images from the client and/or purchasing stock imagery.
  • Adding content onto each page of the website.

Website Launch (Deployment)

When your website is ready to go live on the internet, we run through a detailed checklist to ensure the launch is safe and without interruption. Things on our checklist include:

  • Taking a final backup of the development website.
  • Setting up the production environment server (similar to setting up the development environment).
  • Transferring files from development to production.
  • Testing the website on production locally (making sure the site will load perfectly once the domain name is live on our servers).
  • Handling the technical process of pointing the domain name to our servers.
  • Running post-launch steps to performance plugins.
  • Installing SSL on the live website ( vs.
  • Testing all features of the live website, and testing contact form delivery.

SEO Jumpstart

It’s extremely important that your website is SEO-friendly to Google. Not only should your site avoid being penalized for certain factors, it should be designed to excel in the areas Google is looking for when deciding how to rank your website. This has a major impact on the traffic you receive, and will impact your businesses’ bottom line. Range implements the following features to make sure your site looks great to Google from Day 1:

  • Optimize the title and meta tags for all prominent pages of the website.
  • 301 redirect any dead links to the appropriate pages.
  • Create sitemap.xml file for Google.
  • Submit your new content to Google for indexing.

Once these items are taken care of and the website is being managed by us, we recommend continuing with ongoing, monthly SEO to ensure maximum search engine visibility.

3.0 Project Budget

The budget is derived directly from the list of deliverables included within this proposal ("Scope"). Any changes to the Scope of work will require a new quote.

Description Cost
Project Discovery $220
Creative Design $542
Development Environment Setup $1,050
Core Development $1,862
Content Implementation $275
Website Launch $350
Applied Discount (10% off)
Total Project Budget

4.0 Project Schedule

The project schedule is a list of soft deadlines for the project; they are milestones we strive to achieve. Website development is a dynamic process and it's commonplace for new ideas to arise, communication to occur, or Scope be slightly tweaked. While it's rare for us to miss targets, the schedule below is not held to any bounds concerning the budget or Agreement.

We schedule our projects conservatively, and it's also common for us to come out ahead of the milestones below.

Deliverable Date
Project Kickoff Date May 28, 2019
First-Look At Completed Website June 18, 2019
Website Launch + SEO Kickoff June 25, 2019

5.0 Additional Services

SEO + Boost

In the same alignment as our other clients in this space, we know that SEO is not a one-size-fits-all scenario, and so each campaign needs to be handled with custom diligence. We know that this is a competitive industry and so we will need to be nimble in our SEO efforts. Range Marketing has designed both on-site and off-site (Boost product) to sufficiently preform Search tactics, that actually drives results.

The examples below are meant to give an idea as to what we could potentially fulfill under different levels of SEO + Boost. With that being said, National campaigns are typically more costly than Local Search campaigns, and have a longer timeline to produce results. Our monthly SEO can range anywhere from $500 – $15,000 / month depending on how extensive a campaign is and how many man hours need to be put behind the effort as well as how soon you want to start ranking and seeing significant results and leads.

We recommend starting at the lower end of our product recommendations and adding on over time as our results and rankings begin to peak. Subsequently, we would like to take a look at any Google Analytics Data, or PPC data that is currently available (if at all) to appropriately resize budgeting for Ad spend so that we can reduce costs, and increase lead value organically. Realistically we recommend that an SEO campaign should anticipate a 12-month test trial. However, Range Marketing will work every day, on a month-to-month payment basis, to show that we can and will provide the work to deserve your ongoing business.

Our Suggestion(s):

Passive Strategy 


SEO Silver + Level 1 Boost $950 / month

    • Search engine optimization for a maximum of 3 cities totaling population of 300,000
    • SEO will focus on keywords in 2 overall industries ex: (HVAC + Insulation)
    • Work is performed by a dedicated SEO Strategist
    • Social media is not included
    • Includes setup of Google, Yelp, and Bing Local Listings
    • Includes up to 2 hours per month of website maintenance / updates
    • Includes weekly interactive reporting
    • 25 backlinks per month

    ** Recommended Starting Point** :

    SEO Silver + Level 2 Boost $1,499 / month

      • Search engine optimization for a maximum of 3 cities totaling population of 300,000
      • SEO will focus on keywords in 2 overall industries ex: (HVAC + Insulation)
      • Work is performed by a dedicated SEO Strategist
      • Social media is not included
      • Includes setup of Google, Yelp, and Bing Local Listings
      • Includes up to 2 hours per month of website maintenance / updates
      • Includes weekly interactive reporting
      • 50 backlinks per month

      More Aggressive Strategy:

      SEO Gold + Level 3 Boost $2,410 / month

        • Search engine optimization for a population over 300,000 or national
        • SEO will focus on keywords in 3 overall industries ex: (HVAC + Insulation + Electric)
        • Work is performed by a dedicated SEO Strategist
        • Social media is not included
        • Includes setup of Google, Yelp, and Bing Local Listings
        • Includes up to 2 hours per month of website maintenance / updates
        • Includes weekly interactive reporting
        • 75 backlinks per month