Prepared
for
Kendall PC
Engagement Proposal forkendallpc.com · Wynnewood, PA
Pricing & Engagement · 2026-05-04

You're not buying
a website.
You're buying a pipeline.

A controlled flow of regulated-industries clients — pharma, biotech, medical-device, digital-health, cannabis founders and GCs — through AI search authority, structured visibility, and content that compounds. The site is the engine. The monthly is the fuel. This document prices both.

Brand Kendall PC
Engagement Foundation Build + Growth Engine
Recommended Foundation + Forest
Prepared by Bryan Fikes
$4.5K
Foundation build · one-time
3
Monthly growth tiers
$1.5–3.5K
Monthly range
5
AI engines targeted
BONSAI MARKETING · CONFIDENTIAL
kendallpc.com
2026-05-04
Section 01 · Engagement Frame

Three layers. One outcome.

The audit established the moat: Kendall PC is a regulated-industries counsel boutique, not a generic commercial firm — and life-sciences GCs, biotech founders, and digital-health operators now shortlist counsel through AI engines that don't currently see her. This proposal puts a price on closing that gap.

The work is structured in three layers, because that's how the market actually buys. Confuse them and you misprice the engagement; respect them and the offer becomes obvious.

Layer 1 · Infrastructure

A new website built as a publishing and authority engine, not a redesign. Conversion-first UX, AI-readable schema, content-engine scaffolding, tracking instrumented from day one. Foundation Build · $4,500 one-time.

Layer 2 · Growth Engine

Monthly retainer that turns the engine on — keeps the technical SEO healthy, ships the Practice × Industry matrix, publishes the thought-leadership cadence, optimizes for AI citations, and reports on what compounds. Three tiers: Seed · Grove · Forest.

The reframe You're not buying SEO. You're not buying a website. You're not buying content.
You're buying a controlled pipeline of regulated-industries clients through AI and search authority.

Why this engagement, why now

Section 02 · Foundation Layer

Website + SEO System Build.
Not a redesign — an engine.

The foundation is what every monthly tier compounds on top of. Skip it, or settle for a brochure rebuild from a generalist agency, and the monthly retainer is paying to drag a slow car uphill. Build it once, build it right, and every dollar after this becomes leverage.

Foundation Build · One-Time
Website + SEO System for Regulated-Industries Counsel
$4,500
one-time · all-in

A custom-built site engineered around the life-sciences thesis, conversion-first UX for high-AOV legal buyers, AI-readability baked into every page, and a content-publishing scaffold ready for the monthly cadence to plug into.

Website System

  • Custom build on a maintainable stack (WordPress / headless / Webflow-class — chosen for Kendall's content cadence)
  • Conversion-first UX architected for life-sciences GCs and biotech founders
  • Mobile-first, sub-2s load, secure + scalable
  • Reusable component library so monthly content shipping doesn't bottleneck on design

Full SEO Foundation

  • Technical SEO — crawlability, indexing, sitemap, robots, canonical hygiene
  • Core page optimization — homepage, top 5 practices, top 5 industries
  • Regulated-industries keyword mapping (pharma, biotech, MD, digital health, cannabis)
  • Internal linking architecture — Practice ↔ Industry rails
  • XML sitemap + Google Search Console integration

Content Engine Built-In

  • Blog / Insight Center pre-configured for legal thought leadership
  • Category + tag taxonomy mapped to regulated-industries topics
  • Author framework — bar admissions, publications, representative engagements (E-E-A-T)
  • Easy publishing workflow (Kendall's team or ours)

AI Search Optimization Layer

  • Entity-based content structure (LegalService, Attorney, FAQPage, Article schema)
  • Structured FAQ blocks on top eight pages
  • Conversational query optimization for ChatGPT / Perplexity / Gemini
  • llms.txt + explicit AI-bot crawl policy (GPTBot, ClaudeBot, PerplexityBot, Google-Extended)
  • LLM-friendly formatting + answer-block patterns

Tracking + Command Center Setup

  • Google Analytics 4 + GSC connected and verified
  • Conversion tracking — forms, tap-to-call, gated downloads
  • Retargeting pixel infrastructure (Meta + LinkedIn + Google)
  • Dashboard-ready data structure for Bonsai's reporting layer

Launch + Handoff

  • Migration from current WordPress / Website Pro setup with zero ranking loss
  • 301 redirect map to preserve every existing inbound link
  • Full QA across desktop + mobile, schema validation, Lighthouse pass
  • Training session for Kendall's team on the publishing workflow
Critical framing. A $4,500 site from Bonsai is not the same product as a $4,500 site from a generalist designer. The generalist ships pixels. We ship the schema, AI-search layer, conversion architecture, tracking, and content scaffold that the monthly engagement is designed to compound on. The price is the same — the leverage isn't.
Section 03 · Growth Engine

Three monthly tiers. Same engine — different throttle.

The monthly is what turns the foundation into a compounding asset. Every tier ships measurable work every month — the question is the volume of compounding the firm wants.

Tier 01 · Seed
Seed
Foundational visibility + early traction
$1,500
/ month
3-month minimum · month-to-month after
What's included
  • Core SEO maintenance — technical + on-page health
  • 5 priority practice or industry pages optimized
  • Google Business Profile optimization
  • Local + AI Search baseline (entity hygiene + schema upkeep)
  • Monthly reporting dashboard
  • 1 long-form article per month — AI-assisted, attorney-refined
Outcome Establish presence + start indexing in AI engines and Google for regulated-industries queries.
Tier 02 · Grove
Grove
Consistent lead generation + authority building
$2,500
/ month
3-month minimum · month-to-month after
Everything in Seed, plus
  • 10–15 service + city + industry pages built / optimized
  • Internal linking + topical authority buildout (Practice × Industry rails)
  • 2–4 articles per month on FDA / DOJ / HHS / state-AG enforcement
  • AI Search optimization — schema, entity structuring, answer-block deployment
  • Conversion optimization (CTAs, forms, mobile flow)
  • Review + reputation strategy
  • Quarterly strategy calls
Outcome Steady inbound leads from regulated-industries buyers + a growing authority footprint LLMs cite.
Recommended
Tier 03 · Forest
Forest
Full domination — own the regulated-industries category
$3,500
/ month
3-month minimum · month-to-month after
Everything in Grove, plus
  • Full Practice × Industry matrix expansion (~30 high-intent cells)
  • Weekly content engine — articles, legal insights, FDA Warning Letter playbooks
  • AI visibility dominance — quarterly LLM scorecard vs Morgan Lewis, Cozen, Frier Levitt
  • Backlink + authority campaigns (FDLI, AHLA, ACC, trade media)
  • Conversion + funnel optimization with retargeting audience build
  • Lead magnet + Resource Hub buildout (gated checklists, founder playbooks)
  • Priority support + rapid deployment SLA
Outcome Category authority + compounding inbound pipeline of pharma, biotech, MD, digital-health, and cannabis buyers.
Section 04 · Stacked Engagement

Three ways to start. One way to compound.

The Foundation Build is the constant. The monthly tier is the variable. Pick the stack that matches the appetite for speed.

Option C · Soft Entry
C
Foundation Build
+ Seed
Build the engine. Keep it warm. Add velocity later. Right for a firm that wants the asset locked in before scaling content cadence.
First 90 days
$9,000
Option A · Most Likely Close
A
Foundation Build
+ Grove
The pragmatic choice. Foundation ships in 4–6 weeks; Grove starts compounding immediately on the new engine. Steady inbound at the right rhythm.
First 90 days
$12,000
Option B · Premium Position
B
Foundation Build
+ Forest
The category-ownership play. Most aggressive cadence, deepest content moat, fastest LLM-citation accumulation. Right for a firm that wants to be the cited boutique inside 12 months.
First 90 days
$15,000
Recommended stack: Option B (Foundation + Forest). The audit identified ~30 unowned Practice × Industry cells, a missing Resource Hub, zero schema deployment, and AI-search invisibility on every life-sciences query that matters. Forest is the only tier that ships the volume to close all four gaps inside 12 months. Option A is the right answer if cash flow makes Forest a stretch — both Forest and Grove can scale the other direction at the 90-day mark.
Section 05 · 90-Day Roadmap

What ships, and when.

Recommended stack — Foundation Build + Forest. Numbers are conservative; we typically ship faster.

01
Discover & Architect
Week 0–2
  • Search Atlas KRT + GSC connection
  • Practice × Industry matrix scoping
  • Sitemap + redirect plan from current WordPress
  • Brand + voice alignment session with Jamie
02
Foundation Ship
Week 3–6
  • New site launch on regulated-industries thesis
  • Schema + llms.txt + AI-bot policy live
  • GA4 + GSC + retargeting pixels firing
  • Top 5 practice + 5 industry pages reoptimized
03
Quick Wins
Week 6–9
  • Header CTA + tap-to-call + above-fold form live
  • 404 page rebuilt (kill the PHP error)
  • Google Business Profile claimed + optimized
  • First gated lead magnet shipped (FDA Warning Letter playbook)
04
Compounding Begins
Week 9–12
  • First 8–10 Practice × Industry cells published
  • Weekly thought-leadership cadence live
  • First LLM Visibility scorecard delivered
  • Quarterly strategy review with Jamie
Section 06 · Strategic Edge

The question isn't price.
It's posture.

Most law firms shopping this engagement are choosing between a generalist web designer at $3K and a generic SEO retainer at $1,800. They optimize the line items and end up owning neither asset class. The Bonsai engagement is structured differently because the buyer behavior shifted.

What the generalist sells
  • A redesigned brochure
  • SEO retainer with no schema or AI surface
  • Generic blog content optimized for nobody
  • No tracking infrastructure on day one
  • No quarterly LLM scorecard against the firms Kendall actually competes with
What this engagement sells
  • An AI-readable publishing engine, not a brochure
  • Schema + entity structure + llms.txt baked in
  • Content mapped to regulated-industries Practice × Industry cells
  • Conversion + retargeting + GA4 instrumented from launch
  • Quarterly visibility benchmark vs Morgan Lewis, Cozen, Frier Levitt

How we measure success

Where this expands

The Forest tier is the platform for everything else: a Voice Bonsai-powered intake agent for after-hours leads, an AI chatbot trained on Kendall's published content for site-side qualification, FDLI / AHLA / ACC sponsored thought-leadership placement, paid amplification on Google Search and LinkedIn once the foundation converts. None of it requires re-architecting; it all plugs in.

— Next Step —
Build it to grow steadily,
or build it to own the category.

Either answer is the right answer. The only wrong answer is treating this like a website spend instead of a pipeline asset. A 30-minute call to walk through the audit, this proposal, and the right tier for Kendall PC's appetite.

Book the Call Re-read the Audit