The StratPlan
How we begin making you the clear choice where your customers search.
Most agencies hand you a proposal and call it a strategy. We build one custom, from within a framework that is proven to help businesses grow.
The StratPlan is the structured onboarding and strategy process every Avalanche client goes through. It's not a checklist we run through to say we did it. It's the work that makes everything else work.
By the time we're done, you have a clear picture of where you stand, where the opportunity is, and exactly what we're doing next, and why… all to help your business grow.
Most digital marketing fails for one reason: execution without strategy.
The StratPlan exists because good search marketing requires a proven system to achieve goals and most businesses don't have one yet when they come to us. It doesn't mean the work hasn't been done. It means it hasn't been done together, with your business goals, your customers, and your competitive landscape all in the same room.
That's what this process builds.
What You Get Out of It
The StratPlan is a system designed to help you achieve real business outcomes by leveraging your website and search engine marketing.
By the end of the StratPlan, here's what exists — documented, organized, and ready to execute:
A complete picture of where you stand — technically, competitively, and in search
A keyword strategy built from real data: Search Console, Semrush, and your own PPC history
A content and page plan evidenced by your keywords, that matches what your customers are actually searching for
A competitive positioning strategy so your messaging doesn't sound like everyone else in your market
A 90-day execution roadmap with initiatives sequenced by impact, not preference. We’re talking real tasks ready to be assigned to our team (or yours) to execute with clear descriptions of why and what done looks like.
A reporting baseline so we can prove progress from day one
A Looker Studio dashboard configured for your specific KPIs — not a generic template
A fully built Client Strategy Reference Doc — a single source of truth for your business, your goals, and every decision we make on your behalf
This isn't a slide deck we email you and move on from. It's a living system your entire engagement runs on.
How It's Organized
The StratPlan runs across seven phases, plus an ongoing engagement model that kicks in once the foundation is set. Every phase has a defined outcome. Every task has a clear reason it exists.
Project Setup & Client Intake
We get the foundation right before anything else starts. Contracts confirmed, internal resources created, goals documented, and workflows defined.
Work that starts without clear intake always requires expensive rework. This phase eliminates that.
Access & Platform Onboarding
We get access to every platform — Google Analytics, Search Console, Tag Manager, Google Business Profile, your CMS, your hosting, your ads account — and verify that everything is set up correctly.
You can't fix what you can't see. And you can't trust data from a system that hasn't been verified.
Technical Audit
We crawl your site, audit your tracking, check your speed and Core Web Vitals, review your PPC account structure, and document every issue that's currently holding you back.
Technical problems suppress every other marketing effort. Rankings, ads, and conversions all depend on a site that works correctly.
Keyword Research
We build a master keyword list from multiple data sources, analyze buyer intent, and cluster keywords into a strategic map tied to specific pages and services.
Most keyword lists are just a dump of terms with search volume. Ours is a strategy — who's searching, why they're searching, and exactly what page should capture them.
Audits & Competitive Analysis
We analyze your competitors across organic, local, and paid search. We audit your content, your Google Business Profile, your backlinks, and your overall positioning — then identify the gaps worth going after.
You can't outrank someone you haven't studied. This phase tells us where the real opportunities are.
Sitemap & Website Experience
We define your page strategy, content standards, conversion requirements, and measurement plan — then begin building the first pieces of the site experience.
A great SEO strategy backed by a site that doesn't convert is just expensive traffic. This phase makes sure they work together.
Growth Roadmap & 90-Day Plan
We build the prioritized initiative roadmap and 90-day execution plan. Reporting is set up, baselines are captured, and the transition to ongoing work is clean and intentional.
Strategy without a sequenced plan is just a document. This phase turns everything we've learned into the work order.
Then What? — Ongoing Work
The StratPlan has an end date. Your marketing doesn't.
Once the foundation is built, we move into ongoing execution — and what that looks like is different for every client, because every business starts from a different position.
A brand-new domain needs content and authority built from scratch. An established site with years of history needs a different kind of attention — cleaning up what's accumulated, capitalizing on what's already working, and closing gaps competitors are exploiting.
- Monthly technical crawls to catch issues before they compound
- On-page optimization as rankings shift and opportunities emerge
- Local search and reputation management
- Content creation tied to real keyword strategy — not just a blog calendar
- PPC and LSA management with ongoing bid and budget optimization
- Authority and link building
- Monthly reporting with actual narrative — here's what we did, here's what moved
- Web design and development as conversion needs evolve
The Meetings Built Into the Process
The StratPlan isn't something we do to you — it's something we do with you. There are four structured client meetings built into the process, each with a specific purpose:
Kickoff & Discovery
Introductions, scope review, goals alignment, access checklist status
KWR & Content Onboarding
Keyword findings reviewed, content priorities confirmed, sitemap and nav sent for review
Analyses & Audits
Audit findings presented, keyword groups shared, Content Discovery Form sent
Strategy Wrap-Up
Full deliverables presented, 90-day strategy reviewed, Looker Studio dashboard introduced, billing confirmed
You're not waiting weeks to hear from us. You're in the room while the strategy is being built.
Is This Right for You?
The StratPlan is built for service-based businesses that are serious about using their website as a lead generation tool — not a digital brochure.
It's not for everyone. If you're looking for someone to just run some ads and see what happens, we're probably not the right fit. But if you want a partner who will tell you exactly what's broken, what the opportunity is, and what we're doing about it — you'll like how we work.
Let's find out if we can help.
Book a Free Discovery Call →We'll do a quick audit before the call so we show up with real insights — not a sales pitch.