v1 — February 4, 2019

Website Proposal for

C. Surratt Aprons

Your Current Site

Main Areas of Improvement:

E-Commerce Optimization

Current Site: The shopping experience can make or break a sale. Your current site sends people to the checkout page — away from your website — after selecting just one apron. It also doesn’t show or describe the apron details, making it hard for buyers to know what they’re purchasing, which can cause them to leave your site before buying.

Legacy Loft Built Site: We’ll optimize your product listings for maximum sales conversions by creating a full e-commerce experience. This includes adding discount codes, lead-capture forms (to build your email list), individual product pages, and a conversion-centered shopping cart.

Captivating Content

Current Site: Your current site doesn’t have much appeal “above the fold” where it’s critical to captivate your audience within the first 5 seconds.

Legacy Loft Built Site: We’ll build your site so that your customers emotionally to your brand and products. We’ll make sure your content captivates their hearts to turn viewers into loyal buyers.


Current Site: Your site doesn’t fully adjust to the browser size when you expand or contract the browser window. Search engines will penalize your site for lacking mobile-responsiveness, making it harder for people to find you in an online search.

Legacy Loft Built Site: If someone expands or contracts their browser window, your site will adjust with it. Your website will look just as beautiful on a phone as on a tablet or desktop, without any extra work on your end as you make edits. Your Search Engine Optimization (SEO) will be boosted through having a fully mobile-responsive site.


Who Are We?

Hi, I’m Lauren Black: Owner & Lead Designer

With over 12 years of design experience, 4+ years in marketing, and a BFA in Graphic Design from the University of Florida (Go Gators!), I have the education and experience to create designs that are not only aesthetically appealing, but also effective — making use of human psychology to reach your ideal clients. I’m here to partner with you to create a strategic brand and website that you can be proud of.

My Team

In order to provide the highest quality services and a timely turnaround schedule, I often contract trusted professionals to work with me, such as copywriters, junior designers and photographers. I’ll always remain your point of contact for communication and Creative Director over the work to ensure it maintains the Legacy Loft standard.

Relevant Site Examples

Click an image to view live site. Note: These are not Legacy Loft designed sites.



  • Best all-around e-commerce builder

  • Brilliant inventory system

  • Sell directly on social media channels


  • Need to reformat site if you decide to switch themes

  • Transaction fees for non-Shopify payment gateways

  • Some apps/widgets have monthly charges, which can add up



  • Best for design

  • Can switch templates/themes without redesigning site

  • Great analytics system


  • Harder learning-curve for new users

  • The only social media channel you can sell on is Instagram

  • No app store, so widgets need custom coding

Our Process



After signing the contract and providing a deposit, we’ll meet over video chat to discuss your goals and desires for your website. You’ll send me inspiration for the look you’re aiming for.



We’ll first create a wireframe of your new site to outline the site flow and page content. After approval of the wireframe, we’ll design the graphics and site styles, while you gather the content for us to plug in.



After you’ve approved everything, we’ll transfer your domain to the new site so it can go live. It’s time to celebrate your fresh new look!

Is it really that simple?

Yes — for you! We make sure it’s a smooth and easy process to launch your new site. Obviously there’s a lot more to each of those steps above, but we’ll guide you through it all. Here are some more process details:

Exhibit A: Wireframe Example

  • We’ll work through your site one piece at a time, first looking at the outline of each page’s content by creating a wireframe, then designing the look and feel of the site, and finally adding in your content. You’ll get to provide feedback and changes for each step before we move on to the next element.

  • When we create something for your site — the wireframe, site fonts & colors, graphic styles, etc — you’ll get to make two rounds of changes per item so we can tweak it to perfection

  • Building websites is a very collaborative process, so we’ll guide you on what content you need to provide. Your final wireframe will include a numerical list of all text and images we’ll need from you*, so you’ll never be at a loss for what to do next (See Exhibit A for example wireframe)

    *If you purchase the photo or copy packages, the above feedback/approval system will apply

  • You’ll select one person from your team to be the point person for the project to keep communication streamlined and simple. All designer/client communication will go through this person.

"I was looking for branding for my new speaking business, and Lauren patiently helped me through the process until we found the perfect combination of color and style that worked. The web site and logo she produced looks high-quality and is already receiving positive feedback from clients."

- Jim Van Allan, Van Allan Communications

Time Line

The project will officially commence after you sign the contract and the deposit payment has been processed.

You’ll get the best results when we’re both engaged in your project and stay on schedule. We’ll choose a deliverable & communication schedule that works for your team. For example, if your website committee will be meeting every Tuesday at 2pm, I’ll provide the latest deliverable for approval prior to your meeting.

Our average turnaround time for website projects is 2 months*. To keep the flow and momentum of the process, you’ll need to provide timely feedback, communication and provision of assets.

*Client participation is required for timely delivery. Rush deadlines are available for an additional fee.

Weeks 1-2 — Foundational Work:

  • Client: Signs contract, pays deposit

  • Client/Designer meeting to discuss website needs, desires & strategy

  • Client sends design inspiration for their vision

  • Designer: Industry research & design inspiration

Weeks 3-4 — Wireframe:

  • Designer creates a wireframe of the website structure

  • Once approved, Designer will send Client a list of all text, photos & information needed for the site

Weeks 5-6 — Design:

  • Designer creates the look & feel of the website: colors, fonts, graphic styles, etc.

  • Client sends Designer all photos, text & information needed for the site

Weeks 7-8 — Production:

  • Designer produces the site — adds all text, photos, graphics, links, etc.

  • Designer adds basic SEO

Week 9 — Launch:

  • Designer connects the domain to push the site live!

What’s Included

Design: Mobile-responsive website on either SquareSpace or Shopify platform with conversion-centered page layouts, custom graphics & banners as-needed, light photo retouching and resizing to appropriate web sizes, etc.

Consulting: We want to ensure that your site is as effective as possible, so we lend our website and marketing expertise to build a site that communicates clearly, flows well, and is strategically structured. We take your vision and advise you on how to best accomplish your website goals.

Marketing: Basic SEO (Search Engine Optimization) is included via meta descriptions, photo descriptions, page names, etc. If you’d like strategic, in-depth SEO analysis, research and implementation, a separate package* can be purchased upon request.

Photography*: Having high-quality photos can be the difference between looking professional vs looking DIY. If you’ve had professional photos taken recently, we’d love to use those images. Otherwise, we advise that you purchase the photo package for a refined look to accommodate your fresh new website.

Copy*: The copy (text) on your site is just as important as the design. Less is more when it comes to your copy, since web users tend to browse & skim rather than read large chunks of text. Our professional copy package ensures that your website copy is simple and effective, so that you communicate clearly and concisely.

Tech: We’ll ensure a smooth transition from your old site to the new site when it’s time to transfer your domain. We can set up your billing for you, or provide you with instructions to add your credit card information to the site.

Support: After completing your site, we’ll walk your team through how to make edits and changes on your own. We’ll also provide a walk-through video of how to maintain your website so anyone can be trained to maintain the site. We also include 30-days worth of email and phone support for light maintenance. Additional support* can be purchased as monthly or hourly packages.

*Not included in base package. See “Brand Upgrades” below for more details

Detailed Feature List

  • Unlimited pages — we want to build your site right, no matter how many pages that entails!

  • Basic SEO — meta descriptions, photo descriptions, page names, page headers

  • Uploading and styling of 10 complete products — we’ll teach you how to add the rest, or add more done-for-you for $10/product

  • Widgets & plug-ins necessary for desired functionality*

  • Impact statement — we’ll work with you to create your opening line to ensure it captivates your clients

  • Domain transfer

  • Unique theme purchase**

  • Blog setup — we’ll set you up with your first blog post and teach you how to add the rest

  • Testimonials & reviews widget setup

  • Email list connection (Mailchimp, ConvertKit, etc)

  • Discount code setup

  • Screen recording of how to make changes to your site

*Up to 3 at $50 or less
**Up to $150 value



A conversion-focused website strategically designed to create a customer experience that turns browsers into loyal customers*


*Does not include Squarespace or Shopify hosting, which will be paid separately

Brand Upgrades

Photo Package

Personalize your site with beautiful photos of your products, team, and behind-the-scenes to use throughout your site, marketing and social media. I’ll select a photographer in your area to work under my creative direction to ensure you get the right shots to make your products stand out.


Copy Writing Package

Communicate clearly and effectively with professional copy writing services.

$250/text page
$75/unique product listing
$25/product variation listing

*Does not include SquareSpace or Shopify hosting, which you will pay separately

Brand & Marketing Strategy

1:1 strategy to formulate your business structure, brand foundation and marketing plan to optimize sales. Includes a comprehensive brand foundation workbook, three 45-minute calls and a detailed action plan.


Logo Design

Your logo is the face of your business, as it touches every piece of content and every product you produce. It needs to be memorable, clean and professional to be effective.

$1500 — Styled text & complex icon
$1200— Styled text & simple icon
$850— Styled text logo (no icon)

Additional Upgrades

Rush Fee: Receive your new website in 30 days for an additional $450. Some regulations apply.

Ongoing Support: Want help adding products, blog posts and monthly discount codes? A custom maintenance quote can be provided depending on your needs.

In-Depth SEO: In-depth SEO analysis, research and implementation to boost your Search Engine Optimization. A custom quote can be provided depending on your needs.


Woohoo — it’s time to take your website and business to the next level!

Here’s a recap of what’s included:

  • Conversion-focused website with unlimited pages on either Shopify or Squarespace

  • Website strategy to ensure your site is optimized for sales

  • Tech setup so there’s no headaches on your end

  • Training on how to easily add products and make edits

  • Be ready to launch in about two months!*

*Please note that some upgrades may add time to the overall deadline.

Ready to Create a Beautiful & Effective Site?