Luxury WordPress Website Development

Home Watch & Fractional Estate Management Website Project Description & Build Instructions Request for Proposal • Scope of Work 1. PROJECT DESCRIPTION PalmHouse Design & Build is commissioning a new marketing website for its estate-oversight division, PalmHouse Home Watch & Fractional Estate Management. We are seeking a developer or agency to design, build, and launch a luxury-grade website that generates qualified consultation requests from affluent homeowners across South Florida. This is not a traditional home-watch site. The company is positioned as a private estate-oversight firm comparable in tone to Four Seasons Private Residences, Ritz-Carlton Residences, and Sotheby’s International Realty. The finished site must read as professional, exclusive, discreet, and white-glove. Brand promise: “When You Can’t Be Here, We Are.” Business context. PalmHouse is a licensed Florida general contracting and design-build firm. Its competitive advantage in estate oversight is that the principal and team are licensed builders and restoration professionals, not checklist inspectors. The site must make that distinction central to the messaging and visual tone. Target audience. Affluent homeowners, seasonal residents, executives, family offices, trustees, and luxury property owners throughout South Florida. Reference sites. These live sites define the target. The first is the primary structural reference; the other two are look-and-feel and positioning references. We are not copying any of them. They show the standard, the page flow, and the tone we expect. ∙ Three Palms Home Watch — PRIMARY structural reference. Use its page flow (trust, service, reporting, CTA) as the structural model. ∙ Luxury Presence demo sites — VISUAL reference only. The finish level we want: editorial typography, generous white space, refined motion. Match the look, do not build on the platform. ∙ Spectrum Concierge — POSITIONING reference. Study how it presents the service ladder, which mirrors our Home Watch, Estate Care, Fractional Estate Management path. Our differentiator (must come through on every reference comparison). Competitors lead with reporting and tenure. PalmHouse leads with construction-trained eyes: a licensed general contractor and restoration professional walking the property. The finished site must make that distinction unmistakable, in a way none of the reference sites currently do. 2. PROJECT OBJECTIVES 3. Generate qualified leads: convert affluent homeowners into private consultations. 4. Establish authority as South Florida’s trusted estate-oversight firm. 5. Build a site structured so that a future SEO provider can rank it efficiently in local search. 6. Build a clear upsell path from Home Watch to Estate Care to Fractional Estate Management. 7. Establish long-term brand equity as the region’s premier estate-management firm. 8. SCOPE OF WORK This engagement is for website development only. We are hiring you to design, build, and launch the site described below, built to a clean, SEO-ready technical standard. Ongoing SEO, content marketing, and link building are NOT part of this engagement and will be handled separately by a dedicated SEO provider. Your SEO responsibility is limited to on-page technical structure (see Section 4), not campaign management or ranking outcomes. Copy for the Home and About pages will be provided by PalmHouse. The vendor will lay out, style, and structure all pages. 3.1 Pages to build ∙ Home: hero, three service tiers, founder-credibility bar, why-PalmHouse, trust indicators, service-area map, proof-of-work block, testimonials, final CTA. Copy provided. ∙ About: founder story, mission, values, credentials, promise. Copy provided. ∙ Home Watch: service explanation, interior/exterior inspection checklist, digital reporting, arrival/departure service. ∙ Estate Care: vendor management, maintenance scheduling, project coordination, storm prep, utility monitoring. Monthly packages. ∙ Fractional Estate Management: executive-level oversight without a full-time hire. Administration, budgeting, capital-project planning, family-office support. ∙ Construction & Owner Rep: renovation oversight, contractor management, QC, budget tracking, owner representation. ∙ Hurricane Preparedness: storm prep, generator checks, securing, post-storm inspection. ∙ Concierge Services: arrival prep, vehicle coordination, stocking, vendor scheduling, seasonal support. ∙ Service-Area Pages: dedicated location pages for local search, structured and ready for a future SEO provider to optimize. Each includes overview, local content, testimonials, FAQs, and local schema. ∙ Blog: functional blog system, launch slate of 6 articles (PalmHouse to supply or approve topics). ∙ Contact: consultation request form, click-to-call, map, service area. 3.2 Brand & design standards (mandatory). Follow the PalmHouse brand system. Do not introduce a separate color identity. ∙ Primary colors: Teal #2A7A6F, Charcoal #3C3C3C, White #FFFFFF ∙ Secondary: Teal-mid #3AA897, Cream #F8FAF9 ∙ Accent: Gold/Bronze #9C7A3C, used sparingly (rules, icons, hover states) ∙ Heading font: Cormorant Garamond ∙ Body font: Jost ∙ Aesthetic: luxury modern, minimalist, large photography, generous white space, elegant motion, editorial feel ∙ Tone reference set: Aman, Four Seasons, Sotheby’s, Apple PalmHouse will provide the logo files, including the inverted white-on-dark version. Photography direction: waterfront estates, refined interiors, inspection-in-progress, storm prep, discreet concierge moments. Stock is acceptable at launch; an original shoot may follow. 3.3 Lead capture (build to spec). A Free Estate Assessment form must appear on every page. Keep the field set short to protect conversion among high-net-worth visitors. Required fields: Name, Phone, Email, Property address, Service needed (dropdown: Home Watch / Estate Care / Fractional Management / Construction Oversight). Do not include a property-value or net-worth field. Form submissions must integrate with the CRM PalmHouse designates at kickoff, with email notification to the office. 4. TECHNICAL & SEO-READINESS REQUIREMENTS The site must be built to a clean technical standard that a separate SEO provider can pick up and optimize without rework. You build the foundation; ongoing optimization is not part of this engagement. 4.1 Platform & technical. WordPress; Elementor Pro or Bricks Builder; Rank Math Pro installed and configured; Cloudflare, SSL, CDN; mobile-first responsive design; Core Web Vitals optimization, fast hosting, image compression; schema markup site-wide. 4.2 On-page SEO structure (every page). SEO title and meta description fields populated, single H1, clean and logical H2/H3 hierarchy, sensible internal linking, optimized images with descriptive alt text, FAQ schema, and LocalBusiness schema. This is the technical groundwork. Keyword research, content campaigns, and ranking work belong to the SEO provider engaged separately. 4.3 Local SEO readiness. Location landing pages built and structured for local search, Google Maps embeds, and the technical hooks for Google Business Profile and review integration in place. Active local-SEO campaign management is out of scope. 4.4 Functionality. Mobile responsive, fast loading, contact and lead-capture forms, click-to-call, CRM integration, live chat, testimonial management, blog system, video background support, review integration. 5. DELIVERABLES & MILESTONES Map pricing to these milestones: 1. Discovery & sitemap: kickoff call, confirmed sitemap, wireframes, hosting/CRM confirmation. 2. Design: Home and About page designs for approval, then template designs for remaining page types. 3. Build: all pages developed, copy placed, forms wired to CRM. 4. SEO-readiness setup: schema, on-page structure, location pages, technical pass, Core Web Vitals check. 5. QA & launch: cross-device QA, form testing, speed test, client UAT, go-live. 6. Handoff: admin training, documentation, and a 30-day post-launch support window. Handoff must leave the site clean and fully editable for a future SEO provider. 7. INSTRUCTIONS TO BIDDERS 6.1 What to include in your proposal 1. Fixed-price quote broken out by the six milestones in Section 5. 2. Timeline from kickoff to launch, with milestone dates. 3. Two or three examples of comparable luxury or service-business sites you have built. 4. Platform stack confirmation (must meet Section 4.1). 5. Confirmation that the client owns the site, domain, content, and all accounts at project end, with a clean exit/handoff process. 6. Named point of contact and your standard communication cadence. 6.2 Ownership & exit. The client must retain full ownership of the domain, hosting account, WordPress installation, all content, and all third-party accounts. Any proposal that locks the site to a proprietary platform or restricts export will not be considered. The site must be delivered in a state that a separate SEO provider can take over without limitation. 6.3 Copy responsibilities. PalmHouse provides final copy for the Home and About pages and will supply or approve copy for service and location pages. The vendor is responsible for layout, populating SEO title/meta fields, heading structure, alt text, and schema. No placeholder Latin text may remain at launch. 6.4 Submission. Please submit your proposal through this platform and include availability for a 30-minute discovery call. 6.5 Selection criteria. Portfolio quality (demonstrated luxury/editorial design at the level referenced in 3.2), technical build quality (clean, SEO-ready, well-structured WordPress), value & clarity (transparent milestone-based pricing), ownership terms (clean handoff and full client ownership), communication (responsiveness and a single point of contact).​​​​​​​​​​​​​​​​