What’s included in The reLaunch?

My signature offer for solopreneurs

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Stefanie Kruse Published on January 19, 2026

TL;DR

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My signature offer The reLaunch isn’t just about making your site look better. It’s about creating a website that works for your business.

This post breaks down the process, timeline, and what’s included.

The reLaunch typically takes 5-9 weeks and includes the 5 Solopreneur Website Foundations across 3 phases:

  • Strategy (1 week) clarifies your positioning and site structure.
  • Branding and copywriting (2+ weeks) run in parallel.
  • Web design (2-4 weeks) brings it all together in WordPress.

Sustainability, accessibility, and ethical considerations are built in across all phases.

You get full ownership after launch. Plus training so you can manage your site yourself.

Most common questions answered: SEO basics are included. I don’t write the copy myself, but we have multiple options from DIY to working with copywriters. There are light packages available in case you already have strong branding and/or copy.

By the end of this article, you’ll know whether this approach is the right fit for your business.

Who this post is for

If you’ve been following my work, you know I help service-based solopreneurs in the impact space redesign their websites. So the website works for their business.

If you’re asking yourself, “What’s actually included?” you’re not alone.

When you’re investing in a website redesign, you want to know what you’re paying for.

When you’re collaborating with a designer for weeks or months, you want to understand the process.

And most importantly? You want to feel confident this investment will pay off. Not just in compliments. In real results for your business.

So let me walk you through exactly what’s included in The reLaunch. How the process works. Why it’s designed this way.

By the end, you’ll know whether this approach feels right for you.

What The reLaunch actually achieves

If you’re like most of my clients, you’re not looking for a fancy website.

You’ve reached a stage in your business where your website needs to pull its weight.

Your current site might be undermining your authority. Not with big, obvious mistakes. With small signals:

  • A structure that feels confusing.
  • Copy that undersells your expertise.
  • Technical choices that make your site feel dated or fragile.
  • Design details that don’t quite match the level of your work.

The goal of a Sustainable Website Redesign is to stop that authority leak.

It’s about building a site that quietly but consistently supports your credibility.

Reflects the level you’re operating at now.

Positions you as the go-to expert in your field.

So the right people feel confident in you before you ever get on a call.

The framework that guides every decision: the 5 Solopreneur Website Foundations

Before we look at project phases, you should know that my process is built around what I call the 5 Solopreneur Website Foundations:

  • Strategic clarity
  • Professional branding
  • Intuitive UX
  • Independent technology
  • Ethics & Sustainability

The important point: When one foundation is weak or missing, that’s where cracks start to show. Where your authority is at risk.

If you’ve already read my post about the 5 foundations, you know why each one matters. Otherwise that post will fill you in.

That’s why the foundations are built into my process. They guide every decision I make. They’re the reason my clients don’t just walk away with a “pretty website.” They get a site that supports their goals long-term.

Let me show you how these foundations translate into the actual redesign process.

Timeline: What to expect and when

A typical reLaunch takes 5-9 weeks. It depends on the size and complexity of your website.

Larger sites with blog migrations, portfolios, or more complex structures? Those take longer.

Working with a copywriter or splitting the project into two phases? That extends the timeline too.

Here’s an example timeline for a 5-page website:

  • Onboarding: varies (depends on how much prep time you need)
  • Phase 1: Strategy: 1 week
  • Phase 2: Branding & Copywriting: 2 weeks
  • Phase 3: Web Design: 2 weeks
  • Launch & Training

Good to know: We’ll map out your specific timeline in your proposal. So you know exactly what to expect.

Before we start: Onboarding sets you up for success

Good onboarding ensures a smooth start.

That’s why it happens before we start any design work.

The client dashboard

As soon as you sign your contract, you get access to your personal client dashboard in Notion. It holds everything related to your project in one place.

Timelines. Tasks. Deliverables. Resources. All ongoing communication. Nothing gets lost. You always know where the project stands.

It’s one of the things my clients consistently tell me they love most about working with me.

(New to Notion? Don’t worry. You can set up a free account in a few clicks. I’ll walk you through the client dashboard.)

The onboarding questionnaire

A key part of onboarding is the onboarding questionnaire.

Before the project officially begins, you fill out a detailed questionnaire. It helps me understand your offers, your ideal clients, your positioning, and how your website currently fits into your business.

This is where I start gathering the information I need to design a website that achieves business goals.

Preparing your materials

You’ll also use this phase to gather and prepare your materials for the project. That might include:

  • Existing copy
  • Image files
  • Brand assets
  • Testimonials
  • Case studies
  • Planning a photo shoot if needed

Doing this work early makes sure we don’t drag out the project later. This is why the length of onboarding can vary. Some clients want more time to prep. Others have all materials ready.

In that case, you might just need a day or two for the questionnaire.

Phase 1: Strategy lays the foundation (1 week)

The first foundation and the first phase of our work together is strategy.

Design decisions only make sense when they’re rooted in your business model, your audience, and your goals.

When we start the project, you’ve already sent me your completed onboarding questionnaire. We kick things off with a call to clarify any open questions. Yours about the project. Mine about your business, your offers, and the context behind your answers.

If available, I also look at your analytics and SEO tool for some data insights.

The website strategy document

From there, I create a website strategy document. This document:

  • Defines how your website fits into your marketing funnel and what it needs to include to support your goals.
  • Clarifies your positioning as the groundwork for the brand refresh and visual design direction.
  • Captures my external perspective on your offering, your audience, and your positioning.

Many clients tell me this part alone is incredibly valuable.

Seeing their business reflected back in a clear, structured way often reveals where things have become overly complex. Where simplification can immediately strengthen authority.

Ethics starts here

The strategy phase is where the Ethics foundation comes into play first.

Here we make sure your site is free of manipulative patterns. That sustainability, accessibility, and privacy are thought through early on.

Website structure

Next, I translate that strategy into a website structure:

  • Which pages you actually need (and which you don’t)
  • What content belongs on each page
  • How visitors move through the site

This step is a crucial part of the UX design foundation. It prepares us for the design work that follows.

When structure and flow are clear, your clients don’t get lost. Your expertise can shine.

A typical schedule in our strategy work

In a typical project, we complete the strategy phase in a week.

A schedule could look like this:

  • Monday: 30-minute kick-off call to answer questions
  • Wednesday: 90-minute strategy meeting to discuss the strategy document
  • Friday: 60 minutes to agree on the website structure

As you can see, this phase is where most of the live collaboration happens.

Real example: Strategy simplified 6 offers into 3

Let me share a concrete example of how insights from strategy shape a project.

When working on a coaching website relaunch, the onboarding questionnaire included six different coaching offers. On paper, they all made sense. I could see why this coach saw them as different offers.

With my UX design background, I could already see a problem. This mental model wouldn’t work on a website.

Too many choices create too much mental load. Which is one of the fastest ways to prevent visitors from buying.

Before a single page was designed, we used the strategy phase to map out different site structures. Different navigation options. We talked through the pros and cons of each.

What quickly became clear: The offers themselves needed simplifying.

Together, we refined those six offers into three clearly elevated, high-ticket pathways:

  • 1:1 coaching for leaders (from a single intensive session to multi-month transformation, plus an optional leadership assessment)
  • Group coaching for individuals who want to grow alongside peers (starting with one core program, room for future formats)
  • Team coaching for leaders working with their teams (group sessions, 1:1 support, optional leadership assessment)

Nothing of value was lost. But the choices are fewer and easier to make.

The website no longer had to explain or contrast all different coaching formats in one place. The structure led visitors down a clear path. Then gave them fewer options.

This allowed the coach’s expertise to come through cleanly and confidently.

If this project sounds interesting, read the full case study on the Ethics.Coach project.

Phase 2: Branding and copywriting happen in parallel (2+ weeks)

Once the strategy is locked in, we move into phase 2.

Branding and copywriting often happen in parallel. At this point, we’re no longer questioning what needs to be communicated. Now we’re shaping how it shows up. Visually and verbally. So your expertise comes through clearly and consistently.

The brand refresh

Professional branding is one of the Solopreneur Website Foundations.

With input from the strategy phase, we already know how you want to position yourself. My work here is about translating that positioning into a visual identity. One that feels like you. Supports your authority. Feels right to high-paying clients.

Most solopreneurs I work with already have some kind of brand in place. DIY or something they worked on with a professional before.

Because of that, I usually don’t recommend big, dramatic rebrands.

In most cases, they’re unnecessary. Can actually create new problems:

  • Your audience suddenly doesn’t recognize you
  • You have to update all your other channels at once
  • Things feel misaligned during the transition

Instead, I focus on a light brand refresh.

One that addresses the subtle visual signals that often undermine authority on DIY or outdated sites.

We might work on your logo, your color palette and fonts, or choosing the right image style for your brand.

The goals typically include:

  • Making your visual identity look more professional and polished
  • Improving accessibility (for example, color contrast)
  • Keeping your brand recognizable
  • Ensuring it works on the web

The result is a visual identity that feels aligned with where your business is now. One you can roll out across other channels gradually. Without things feeling jarring or inconsistent.

The refresh typically takes 1 week including a round of revisions.

Copywriting

While I’m working on your visual identity, the copy gets written. Again, the strategy phase already defined what needs to be communicated.

I don’t write website copy myself. Instead, depending on your situation, you’ll either:

  • Work with one of my trusted copywriters
  • Bring your own
  • Write the content yourself

(More details on how this works in the FAQ section below.)

Once the copy is finalized, we have all the materials we need for web design.

Phase 3: Web design brings it all together (2-4 weeks)

With strategy, copy, and visual direction in place, I move on to the actual web design. This phase brings together the remaining foundations:

  • UX design, to make sure your pages are clear and intuitive
  • Tech, to handle the invisible trust factors that signal professionalism and reliability
  • Ethics, to ensure the site is accessible, lightweight, and privacy-friendly

I build your website in WordPress, with a strong focus on the small details that make or break authority.

On a the user experience level, that means:

  • Clear navigation, so visitors immediately understand where to go
  • Logical page flow, so nothing feels confusing or out of place
  • Content that’s easy to scan and understand, especially for busy, experienced buyers

On the technical side, I use a proven setup that’s designed to support you long-term:

  • Future-proof, so your site doesn’t feel outdated a year from now
  • Easy for you to manage, without needing a developer for every small change
  • Optimized for performance, because speed and stability directly affect trust

I also make sure your site is:

  • Mobile-friendly (because it’s 2026)
  • Accessible, so you can reach 100% of your target audience
  • Lightweight and eco-friendly, which also means faster load times
  • SEO-ready, with a solid technical foundation that supports visibility

The web design process

Typically, I start by designing one core page. Often a service or sales page.

We do a first revision round on that page. Any feedback or refinements from this revision round can then be applied consistently across all other pages.

Once everything is designed and built, we do another full revision round. To make sure the website is ready to launch. And that you’re genuinely confident sharing it.

Based on the size of your website, this phase typically takes 2-4 weeks.

Sometimes more when a big blog migration or portfolio setup is involved.

Launch day and what comes after

Launching your new website is intentionally simple and low-stress.

Once the final invoice is paid, I hand over the website to you.

You sign a hosting contract in your own name. So the website truly belongs to you. (Some designers keep clients locked out and dependent on maintenance plans. I don’t work that way.)

The launch itself is usually just a small domain update. That can take a few hours. You’ll get step-by-step instructions. So you can even launch on a weekend when your clients don’t browse your website.

And if you need help, I’m still there.

Post-launch support

Every project includes 1 week of support after launch.

After the first week, ongoing support options are available if you need them. We can discuss what makes sense for your situation.

Training and resources

As part of the tech ownership foundation, you get WordPress training and resources. Specifically for your website and design system.

So you can confidently:

  • Make changes
  • Publish new content
  • Manage your site without fear of breaking things

Common questions about the process

Before you sign the contract.

We’ll discuss your copywriting approach (whether you’ll work with a copywriter, bring your own, or write it yourself). What materials need to be gathered or created. Your ideal timeline.

This gets captured in the proposal. So we can plan the project properly from the start.

No, not at the moment.

About half of my clients already come with existing copy. From their current website. Their own rewrites. Or from working with a copywriter before.

In those cases, I focus on feedback and minor edits. Informed by our strategy phase and my experience with what works well on the web.

The other half want to use the website relaunch as an opportunity. To move from DIY to professional copy.

In that case, it makes much more sense to have a dedicated copywriter do the writing. Not your web designer.

Phase 2 is the ideal point for that copywriter and me to work in parallel.

So unless you already come with finalized copy, there are a few options:

  • We bring one of my trusted copywriters into the project
  • You bring your own copywriter, and brief them using the outcomes of the strategy phase
  • You write the content yourself

What’s really important: We decide on the copy approach before the project starts.

That way, we can plan the timeline properly. Make sure everyone’s availability is aligned.

Yes.

It’s possible to split the work with me into two separate projects.

This approach makes sense if:

  • You’re not sure yet what copywriting approach you want to take
  • You need to find the right copywriter
  • You’ve commissioned extensive voice-of-customer research
  • You simply need more breathing room to create copy like case studies

Here’s how it works:

  1. We start with the strategy phase first. So you have clarity on which pages you need and what each page needs to communicate.
  2. You figure out the copy on your own timeline.
  3. Once you’re done, we jump into the brand and web design project.

This can also help spread out the investment.

The downside: You might have to wait a bit longer for the second project. In case I’m booked out.

Yes.

If you’ve already worked with a brand designer or copywriter, I can absolutely take their work. Focus on the web design only. At a lower rate than the full package.

The one thing I want to be honest about: In that case, I can’t fully guarantee that every Sustainable Website Foundation is met to the highest level.

For example, if the copy doesn’t quite work for your audience, that’s outside my control.

That said, if you’ve worked with professionals, this is usually not a problem.

I also speak up if I notice something that won’t work well on the web.

For example, if a color palette doesn’t have enough contrast, I’ll adapt it for accessibility. The goal is always to make sure your website works. Not just that it follows a concept.

What doesn’t work well: Trying to run one big project with two or three service providers who’ve never worked together. All with their own processes.

What does work: Breaking the project into clear phases. Working with one provider after the other.

Example with a copywriter:

In one project, a client brought in a copywriter. We met early to align on site structure.

My strategic and UX input informed which pages the site would need. The copywriter wrote the content. Then I designed the layouts based on that copy.

Example with a brand designer:

For brand designers, I usually recommend working with them first. Then coming to me.

I’m happy to support with things like accessibility or web-specific considerations along the way.

In one recent project, a client was still finalizing her brand design when she reached out to me. I reviewed the brand deck. Gave feedback directly to her brand designer. Flagged a few accessibility issues.

The designer made small adjustments as part of the final revision. Those improvements now work not just on the website. But across her social media too.

What’s included in the project?

SEO is an area where a lot of questions come up.

Countless professionals offer very different SEO services. It’s easy to get confused.

Every Sustainable Website Redesign includes an SEO-optimized technical setup.

That means things like:

  • A clean site structure
  • Sitemap
  • SEO metadata
  • Image alt texts
  • Schema

It also includes performance, accessibility, and user experience decisions that directly support SEO.

I design the site with search intent in mind. So pages are structured in a way that both users and search engines can understand.

If it’s useful for your project, I’ll also include basic keyword research for your key pages. Make sure any existing content is migrated in an SEO-friendly way. So you don’t lose rankings during the relaunch.

What’s not included for SEO?

What I don’t provide is a full or ongoing SEO strategy.

That means:

  • No extensive keyword research
  • No continuous on-page and off-page optimization
  • No link building
  • No content marketing plans

Those are separate disciplines. They require dedicated focus.

If and when you need more than that, I’m happy to recommend a dedicated SEO expert.

Do most solopreneurs need advanced SEO?

From my experience, most service-based solopreneurs don’t actually need advanced SEO.

Even if they publish blog content.

Many already have other marketing channels in place. Rely on referrals. Or attract clients through their visibility and reputation. Rather than random search traffic.

In those cases, strong positioning, clear structure, and a technically sound website do far more to support authority. Than chasing rankings.

How do I know what SEO strategy I need?

If you’re unsure what SEO strategy makes sense for your business, this is exactly the kind of question we can unpack.

In my paid 1-hour website strategy session, you’ll get a clear recommendation. Based on your goals, your existing channels, and how your website should support them.

Without over-investing in things you don’t actually need.

Ready for the next step?

If you’ve read this far, you know that The reLaunch isn’t about trends or quick fixes.

It’s about building something solid that supports you as you grow and helps attract the kind of clients you actually want to work with.

If you’re wondering whether this approach is right for you, the best next step is to book a clarity call. We’ll talk through your goals, your current website, and see whether working together makes sense.

And if it does? You’ll know exactly what’s included.

Book a free call

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