A club website redesign goes wrong in five places, predictably. Discovery skipped. Content audited too late. Design approved before structure. Launch happens without redirects. The post-launch sprint never starts. Each one of those is a project-killer; together, they explain almost every disappointing club website rebuild we’ve been brought in to fix.
This checklist is the working project plan we hand to clubs and agencies. It is broken into seven phases over 16–22 weeks, with about 90 line items end-to-end. Use it as a project plan, a vendor brief, or an internal QA gate.
How to use this
Three modes:
- As a project plan — tracked in your project management tool with deadlines and owners assigned. Suitable for in-house marketing leads running an agency engagement.
- As a vendor brief — sent to agency candidates as part of an RFP. Agencies that can’t map their process to it are usually wrong for the project.
- As a QA gate — checked at the end of each phase before moving to the next. The board or marketing committee signs off at each gate.
Discovery skipped. Content audited too late. Design before structure. Launch without redirects. No post-launch sprint. Five killers, predictably.
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You've read the framing. The next 12 minutes go through all 7 phases and 90 line items — discovery, content audit, design, build, SEO, launch week, and the 90-day post-launch sprint that determines whether the redesign actually works. One subscription unlocks every PCM subscriber post.
- Phases 1–3: discovery, content audit, design
- Phases 4–5: build, SEO, redirect strategy
- Phase 6: launch-week sprint and rollback plan
- Phase 7: 90-day post-launch optimization