What Does the Website Performance Plan Actually Include?

Table of Contents

• First: What the Website Performance Plan Is (And Isn’t)
• The Outcome the Plan Is Designed to Deliver
• The Foundation: A Dedicated Performance Team
• Speed & Performance Optimization (Ongoing)
• Post-Click UX & Conversion Improvements
• Advanced Tracking & Data Integrity
• Landing Page Support at Campaign Speed
• Technical SEO That Supports Performance Marketing
• Ongoing UX Improvements (Not Rebuilds)
• Proactive Monitoring & Audits
• Structured Delivery & Communication
• How the WPO Framework™ Ties It All Together
• How This Differs from Maintenance Plans
• How This Differs from Freelancers
• Where Teams Typically Start
• The Simple Way to Think About It

This is one of the most common questions we hear, and for good reason.

Marketing teams are used to buying:

• Google Ads retainers
• SEO retainers
• Marketing automation tools
• Web hosting

But a monthly website performance plan still feels unfamiliar.

So when someone asks “What does the Website Performance Plan actually include?”, they’re rarely asking for a list of tasks.

They’re really asking:

• What am I paying for every month?
• What problems does this actually solve?
• How is this different from maintenance, freelancers, or dev tickets?
• Will this really help us move faster?

Let’s break it down plainly.

First: What the Website Performance Plan Is (And Isn’t)

The Website Performance Plan is not:

• a one-off website build
• a fixed scope project
• a cheap maintenance plan
• a CRO-only service

It exists for one reason:

To own and improve everything that happens after the click continuously.

That means speed, stability, tracking, UX, conversion flow, and the technical foundation that supports marketing.

It’s designed for teams where the website is already live and actively affecting revenue.

The Outcome the Plan Is Designed to Deliver

Before listing inclusions, it’s important to understand the goal.

The Website Performance Plan exists to ensure:

• Campaigns can launch without website delays
• Paid traffic isn’t wasted post-click
• Performance issues are caught early
• Optimization compounds over time
• Marketing teams aren’t blocked by dev

Every inclusion serves that outcome.

The Foundation: A Dedicated Performance Team

When you’re on the Website Performance Plan, you’re not buying hours.

You’re getting a dedicated delivery pod, typically including:

• a project manager
• developers
• QA
• UX/UI support when needed
• DevOps engineer

This matters because:

• Context is retained
• Priorities are understood
• Work doesn’t reset every month

You’re not re-briefing your website repeatedly.

Speed & Performance Optimization (Ongoing)

This isn’t a one-time “speed audit”.

We continuously work on:

• page load times
• Core Web Vitals
• frontend performance
• backend efficiency

As content grows, campaigns change, and tools are added, performance degrades unless someone actively protects it.

That’s part of what the plan covers.

Post-Click UX & Conversion Improvements

This is not CRO theatre. We’re not running endless A/B tests for marginal gains.

Instead, we focus on:

• removing friction from key journeys
• improving landing page clarity
• fixing conversion blockers
• improving form flows and trust signals

The goal is simple:

“make it easier for intent to convert.“

Especially for paid traffic.

Advanced Tracking & Data Integrity

One of the biggest hidden problems we see is unreliable data.

The Website Performance Plan includes:

• GA4 and GTM setup and fixes
• event tracking
• conversion accuracy
• pixel and attribution hygiene

Not to create complex dashboards, but to ensure marketing decisions are made on data you can trust.

Because broken tracking makes good campaigns look bad.

Landing Page Support at Campaign Speed

Marketing teams don’t work in quarterly cycles anymore.

They need:

• new landing pages
• quick iterations
• fast fixes
• flexible templates

The plan supports:

• landing page builds
• optimization of existing pages
• rapid changes without long dev queues

This is one of the biggest reasons teams move away from ad-hoc support.

Technical SEO That Supports Performance Marketing

We’re not an SEO agency, but technical SEO matters for performance.

The plan includes execution around:

• crawlability
• site structure
• page health
• technical issues that affect visibility and speed

This ensures SEO isn’t undermined by technical debt while paid media is running.

Ongoing UX Improvements (Not Rebuilds)

We don’t push redesigns for the sake of it.

Instead, we make incremental UX improvements:

• Clearer navigation
• Better content hierarchy
• Improved usability for marketers
• Reduced friction for users

This keeps the site usable and effective without disruptive rebuilds.

Proactive Monitoring & Audits

This is a major difference from freelancers or maintenance services. We don’t wait for things to break.

The plan includes:

• regular performance checks
• site health monitoring
• proactive issue identification

So problems are fixed before they impact campaigns.

Structured Delivery & Communication

The Website Performance Plan runs on a clear cadence:

• kickoff and alignment
• monthly sprint planning
• weekly delivery rhythm
• regular check-ins

This gives marketing teams:

• visibility
• predictability
• confidence

No guessing what’s happening behind the scenes.

How the WPO Framework™ Ties It All Together

All of this work is prioritized through our WPO Framework™:

• Stabilize – make the site reliable and measurable
• Diagnose – identify what’s limiting performance
• Optimize – improve what matters most
• Scale – compound gains as traffic grows

This prevents:

• random fixes
• busy work
• misaligned priorities

And ensures effort always ties back to performance outcomes.

How This Differs from Maintenance Plans

Cheap maintenance plans usually cover:

• updates
• backups
• security

They keep the lights on.

They don’t help you grow.

The Website Performance Plan exists because:

“maintaining a slow, leaky website doesn’t improve ROI.“

How This Differs from Freelancers

Freelancers:

• work ad-hoc
• depend on availability
• don’t own performance outcomes

This plan:

• provides continuity
• removes dependency risk
• assigns accountability for post-click performance

That difference becomes critical as marketing spend increases.

Where Teams Typically Start

From our experience:

• Teams under pressure to move fast often start here
• Once things stabilize, some downgrade to a Care Plan
• Others upgrade to Enterprise Plan if demand increases

The plan is flexible by design because marketing pressure changes.

The Simple Way to Think About It

If you’re running paid campaigns, SEO, or growth initiatives, the Website Performance Plan exists to answer one question:

Is our website helping our marketing, or quietly holding it back?

If the answer isn’t a confident “helping”, this plan exists to fix that.