THE swim team
Season calendar
Take a look at what it takes to make The Swim Team.
Over the next year we move through key phases of development.
Each month focuses on a unique set of deliverables designed to make your business more beautiful, profitable.
who this is made for
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The Swim Team is for professionals who are committed to creating real leads and increase their revenue online.
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You have a website you would like to improve - or you could want a complete redesign. Either way we can get you up to speed.
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You have a clear idea of what your business sells or serves and a have a good idea on who your ideal customer is.
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You want a done-for-you partner in design, marketing, and strategy that compounds all year giving you more time to run your business and live your life.
who this is not for
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You do not have a clear idea on what service or product you will offer. You would benefit more from our business consulting services.
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You are not 100% committed to creating a website you love. Our team is with you for the long run and we choose our clients carefully.
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You are not ready to reply to the many new emails, fulfil new orders or provide booked services to your new customers or clients. This stuff works!
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In alignment with our studio values, we do not work with brands related to adult content, alcohol, gambling, or tobacco products (including vaping or smoking accessories).
If you're not ready for The Swim Team sign up for swim lessons to start with smaller strides in your business.
We only take on projects that align with our creative vision and client values.
We reserve the right to decline collaborations that do not reflect this standard or have a conflict of interest with another client.
THE 12 MONTH PLAYBOOK
June – Claim Your Spot & Craft Your Blueprint
This is where the foundation is laid. We meet for a 30-minute session to map out your business, brand direction, and goals for the year ahead. You’ll receive your first strategy document and a design outline. By the end of the month, you’ll approve your creative direction and see your homepage come to life.
milestones
• Business & Design Discovery Call
• Strategy Blueprint & Creative Direction
• Homepage design preview & approval
July – Build the Framework & Begin Testing
Your full site build begins. We populate core pages, build product or service listings, and start integrating email systems. You’ll receive a walkthrough of your draft site and give your first round of feedback. Testing of form flows, mobile responsiveness, and integrations begins.
milestones
• Website build in progress
• Product/service pages in draft
• Email system setup begins
• First round of client feedback
August – Launch Soft, Learn Fast
We go live quietly, focusing on collecting early user data. This includes audience response, click paths, and first sales or inquiries. You’ll receive updated email templates and your first analytics report. Based on what we learn, we make optimizations in design and content.
milestones
• Soft Launch
• First Email Campaign
• Analytics Report + Optimization Edits
September – Lock In Your Holiday Strategy
We prepare your business for its most profitable season. Together, we create a full holiday content calendar, including sales timing, emails, blogs, and visuals. You’ll have final designs and drafts delivered in advance so you’re not scrambling.
milestones
• Holiday campaign calendar
• Email and blog drafts submitted
• Visual asset delivery
October – Scale & Sell Intentionally
This month is about amplification. We post consistently, launch at least one campaign, and monitor key metrics. You’ll bank any unused deliverables (like blogs/emails) for future stacking. We refine ad copy, email funnels, and sales pages for maximum conversion.
milestones
• 1 major campaign launched
• Optional ad or sales funnel setup
• Content & deliverables stacked
November – Peak Season Execution
It’s go-time. We help you execute Black Friday, Small Business Saturday, and holiday promos. You’ll get quick edits, priority support, and performance monitoring throughout the month. We push hard but gracefully.
milestones
• Black Friday/Cyber Monday Campaigns
• Holiday visuals & reminders
• Priority design + copy edits
December – Reflect, Refine & Celebrate
We publish your final holiday campaign, send client thank-you emails, and prep your New Year messaging. We conduct a performance review and make final recommendations. This is the month to bask in your progress and prime the next push.
milestones
• End-of-year campaigns
• Strategy Review + Scorecard
• New Year messaging draft
January – Refresh for the New Year
We do a light brand and site refresh, touching up any visuals or text that feel outdated. We may revise your lead magnet, add a homepage feature, or shift your offers. Your new goals are set and your audience is re-engaged.
milestones
• Light brand/website update
• Goal setting document
• Winter email/blog campaign
February – Personalize & Grow Loyalty
We tap into seasonal storytelling. Think: behind-the-scenes, founder moments, Valentine offers, or brand love campaigns. February is all about deepening relationships while planning for spring.
milestones
• Loyalty-building email series
• Optional Valentine’s Day campaign
• Mid-year growth check-in
March – Spring Launch Prep & Visual Refresh
We review your visuals and offers for spring. If launching a new product or service, we plan it now. If not, we use this time to update content, freshen imagery, and get ahead of spring holidays or campaigns.
milestones
• Visual/content refresh
• Optional launch calendar
• Updated photo or creative direction
April – Spring Push & Audience Revival
It's time for some spring cleaning. We re-engage past customers and reach new ones with clear, intentional content. From fresh blog posts to spring promotions, we keep things blooming while refining what works.
milestones
• Email/blog refresh
• Spring promotion launch
• Customer revival email series
May – Review, Rise, & Reposition
We conduct your annual review. You’ll see analytics across the full year, assess ROI, and walk away with a final strategy brief for your next chapter. For clients continuing on, we begin scoping phase two.
milestones
• Full-year performance review
• Annual analytics scorecard
• Repositioning brief for next growth phase