The unfiltered timeline

What happens each week — Standard, realistic.

Click any row to expand. Hours include AI-assisted acceleration.

Two 90-minute stakeholder sessions (operator, marketing, sales). JTBD interviews with 2–3 current customers. Sitemap v1 in ES-MX, parallel EN-US scaffold. Content brief delivered to client by Friday — client must return raw copy by end of Week 2 or we slip.

Deliverable: discovery doc + sitemap.md + content brief.
Risk: client doesn't schedule the kickoff in week 1.

Design tokens (color, type, spacing, motion). Component library v1 (header, footer, hero, card, table, form, CTA). High-fi mockups for home, one product page, contact. Client review session at end of week.

Deliverable: Figma file + design.md tokens + 3 page comps.
Risk: client comes back with brand-direction change after seeing mockups.

Bilingual page framework with es-mx default and en-us alternate routing in place. Content schemas for pages, posts, authors, and FAQ. Auth wired if the project needs it. First preview build live by Friday.

Deliverable: staging.xala.studio reachable with 3 pages rendered.
Most disruption-resistant week — this is execution time on our side.

Client copy lands. ES-MX is canonical, EN-US is a localized adaptation (not literal translation — cultural localization). First 15 pages built with copy in place. This is the single highest-risk week — translation turnaround is industry-cited at 7–15 business days.

Deliverable: 15 of ~40 pages live on staging in both languages.
Risk: client copy late, translation revisions, voice mismatch.

Remaining pages built. Organization, LocalBusiness, FAQPage, Article, BreadcrumbList schema implemented across applicable pages. llms.txt created with brand canonical claims. robots.txt allows GPTBot, PerplexityBot, ClaudeBot, Google-Extended.

Deliverable: 30+ pages live, schema validated, llms.txt published.
Risk: low — schema is well-documented engineering work.

First full client walkthrough on staging. Capture revision tickets in one batch (not drip-fed). Address copy fixes, layout nits, image swaps. Client signs off on copy by end of week.

Deliverable: revision punch-list closed.
Risk: revisions exceed scope — > 30 tickets triggers change order.

Round 2 should be small. Lighthouse 95+ on all key pages. WCAG 2.2 AA audit (keyboard nav, contrast, alt text, ARIA, focus visible). Cross-browser on Safari, Chrome, Firefox. iOS Safari + Android Chrome physical-device pass.

Deliverable: a11y report, Lighthouse report, browser matrix.
Risk: low — these are deterministic checks.

DNS cutover. Transactional email domain verified. Background jobs running. Analytics + uptime monitoring + error tracking live. Client handoff doc. Day-1 site live in both languages with all schema validated.

Deliverable: production launch + handoff packet.
Lowest-disruption week — production deploy is well-rehearsed by this point.

Per-page GEO rewrites (~2–3h/page, declarative answer-first). FAQ schema on every applicable page. Wikidata item created with third-party citations. LinkedIn company page tuned. Google Business Profile claimed + optimized. Crunchbase entry. Profound or Peec.ai monitoring workspace live with 25+ tracked prompts.

Deliverable: monitoring dashboard + entity map + 15 pages GEO-rewritten.
Risk: Wikidata notability requires existing third-party citations — slow.

Industry-cited 80–120 hours for a credible first research piece, normally spread across 3–4 people; solo means we sit at the 12-week end. Survey design, AMPIP/CANACINTRA distribution, fielding, analysis, writeup, design, launch with outreach. This is what drives AI citations — not schema alone.

Deliverable: published research report + 3–5 derivative pieces.
Risk: response rate, sample size, distribution partners — all external.

The math of an honest promise.

Two paths to the same launch date. The brand cost gap between them is the entire reason we built this timeline page.

Scenario A — overpromise

Promised 30 days. Delivered 45.

Day 30 Client expects launch. Doesn't get it. First trust dip.

Day 35 "We're a few days behind." Second trust dip. Refund question raised.

Day 45 Launch lands. Client is relieved, not delighted.

Day 60 Retainer renewal conversation starts cold. Referral story is "they were late."

Net brand impact

−1.0 — story becomes "they slipped"

Scenario B — underpromise

Promised 60 days. Delivered 45.

Day 30 Mid-build review. Client sees real progress. Trust building.

Day 45 Launch lands 15 days early. Client tells their network.

Day 60 Retainer kicks in with momentum. GEO Phase 2 starts hot.

Day 90 Referral story is "they shipped early and the site is great."

Net brand impact

+1.5 — story becomes "they overdelivered"

3×

The brand cost of slipping an aggressive promise is roughly three times the brand reward of hitting it. Prospect-theory loss aversion shows up cleanly in B2B services trust.

Industry benchmark · Planview, Core dna, Boss Responses (2024)

What we put on the contract.

Three columns to read left-to-right: what you see on the website (the promise), what we aim for internally (always tighter), and the absolute cap we'll write into the contract. Internal target < public promise < contract cap. Every project.

Tier	Public promise (on website)	Internal target	Contract hard cap	How we win the trust
Standard	Live in 10 weeks	8 weeks	12 weeks	Bilingual launch, schema, llms.txt. Aggressive +$1,500 add-on compresses to 8 weeks for content-ready clients. Original research piece ships in month 3 of GEO retainer.
Studio	Live in 14–16 weeks	12 weeks	20 weeks	Multi-tenant, custom dashboards, dedicated quarterly research. Honest enterprise pacing.
GEO Phase 2	Foundations in 90 days · citations in months 4–6	60 days foundations	120 days foundations	Industry-honest. ChatGPT/Perplexity training data updates 90–180 days after content lands.

References from independent clinics and real-estate firms in Tijuana, Guadalajara, and Rosarito available on intake call. Out of respect for client privacy we don't display logos publicly.