Sprint Plan & Roadmap
An honest, phased plan for transforming kastle.com from a digital brochure into a revenue-generating marketing platform — without the 6-month big-bang launch.
The Principle
Ship improvements every week. Never launch everything at once.
A traditional approach would scope this as a 6-month redesign project with a single launch date. That model concentrates all risk at the end. AgencyQ operates in weekly sprints — each sprint ships measurable improvements to the live site, generates data, and informs the next sprint. Kastle's marketing team sees ROI from week one, not month six.
Phase 1 — Quick Wins (Weeks 1–4)
The highest-ROI changes that require zero platform migration and can be deployed independently of any other work.
P0
Week 1 · 3–5 days
+40–60% form completion
Form Reduction — 13 Fields → 5
Replace 13-field contact form with 5-field Security Assessment form
Add hidden UTM/referrer capture for attribution data
Update "Get Started" and "Contact Us" CTAs site-wide to "Get a Security Assessment"
Set up HubSpot workflow for new form submission routing
P0
Week 1 · 1–2 days
+25–40% homepage conversion
Hero CTA — Add Primary Action to Homepage
Add "Get a Security Assessment" primary CTA button to hero
Add "See It in Action" secondary CTA linking to Storybook prototype tour
Add trust signal below CTA: "Trusted by 60,000+ businesses across 3,600+ properties"
P0
Week 2 · 2–3 days + client coordination
+15–34% CTA conversion near social proof
Testimonial Attribution
Work with Kastle account team to collect 6–8 named testimonial releases
Update testimonial components with full attribution: Name, Title, Company, Photo
Deploy contextually: CRE testimonials on CRE pages, multifamily on multifamily pages
Add "Trusted By" logo section with filtering by industry vertical
P0
Week 2 · 3–5 days
40% higher CTR on search results
Structured Data — Foundation Layer
Deploy Product schema on all solution pages (Managed Access Control, VideoGuarding, Visitor Management)
Add FAQ schema to top 5 solution pages with 5 Q&A pairs each
Implement LocalBusiness schema for all regional offices
Add Open Graph tags to all inner pages (currently missing)
Create llms.txt for AI crawler guidance
P0
Week 3 · 5–7 days
20–35% bounce rate reduction
Navigation Restructure
Redesign primary nav: audience-first (CRE, Enterprise, Multifamily, Government, Education)
Collapse Business Needs into relevant audience pages
Add persistent "Get a Security Assessment" CTA in navigation bar
Design and implement mobile-first hamburger navigation
Reposition Office Occupancy Barometer to Resources/Insights section
P0
Week 4 · 5–7 days
Foundational — enables all Phase 2 content work
Homepage Narrative Restructure
Rewrite homepage to clear narrative arc: Why Kastle → Who we serve → Proof → Single CTA
Replace feature-led copy with outcome-first messaging throughout
Implement audience segmentation section (3 distinct entry points)
Add stats bar: 60,000+ businesses, 3,600+ properties, 50+ years
Feature 2 customer stories with real attribution above the fold
Phase 2 — Platform & Content (Weeks 5–12)
Structural improvements that compound the Phase 1 quick wins.
P1
Sprint 5–6
Content Pillar Architecture
6 pillar pages (2,900+ words each): Managed Security, Access Control, Video Surveillance, Multifamily Security, CRE Security, Enterprise Security
Audit and consolidate 80+ resource articles into topic clusters
Internal linking from cluster articles to pillar pages
Article schema on all resource content
P1
Sprint 5–6
Solution Page Optimization
Rewrite all solution page headers to outcome-first copy
Add FAQ sections (5 Q&A per page) in both visible and schema form
Add contextual customer stories to each solution page
Implement progressive disclosure for technical specs
Add cross-sell "Customers also add..." modules
P1
Sprint 7–8
Customer Stories Hub
Dedicated Customer Stories section with filtering by industry, solution, portfolio size
Full-format story pages: Problem, Approach, Results with specific metrics
Featured stories prominently on relevant solution and industry pages
Quote cards with real attribution deployed throughout site
P1
Sprint 7–8
Local SEO Pages
Market-specific landing pages for: DC Metro, New York, Chicago, Houston, and other Kastle markets
Local keyword optimization + LocalBusiness schema on each page
Region-specific case studies and client logos
Local team contact information and office details
P1
Sprint 9–10
Interactive Lead Tools
Office Occupancy Barometer: rebuilt as a free, gated interactive tool (email capture)
Security ROI Calculator: inputs (buildings, guard spend) → projected savings
Security Readiness Assessment: self-guided quiz → segmented lead routing
All tools integrated with HubSpot for lead capture and nurture triggering
P1
Sprint 9–10
Mobile-First Navigation
Mobile hamburger menu with 5 audience-first top-level entries
44px+ touch targets across all interactive elements
Full-width CTA buttons on mobile
Simplified hero text sizing for 390px screens
Mobile performance pass (sub-2s LCP target)
P1
Sprint 11–12
Analytics & CRO Infrastructure
GA4 event tracking on all CTA clicks, form submissions, scroll depth
HubSpot CMS integration with full UTM capture and contact enrichment
Heat map and session recording deployment (Hotjar or Clarity)
Monthly KPI reporting dashboard: traffic, conversion, form completion, lead quality
P1
Sprint 11–12
Performance Optimization
Image compression and WebP conversion across all photography
Video lazy loading for hero and embedded video content
Script deferral for non-critical tracking tags
CDN review and optimization
Target: Lighthouse Performance 90+, LCP < 2.5s, CLS < 0.1
Phase 3 — Strategic Transformation (Quarter 2+)
Platform-level decisions that depend on Phase 1/2 data.
P2
CMS Evaluation
Based on Phase 1/2 content velocity data: evaluate whether headless WordPress, Contentful, Sanity, or a Jamstack architecture better serves Kastle's content team workflows and personalization needs. Decision informed by data, not assumptions.
P2
Personalization Engine
6sense or Demandbase integration: identify company IP, match to ICP segments, serve personalized homepage content (CRE visitor sees CRE stats; multifamily visitor sees multifamily proof). Triggered by Phase 1/2 traffic volume justifying the investment.
P2
Thought Leadership Hub
Branded "Kastle Intelligence" or "Kastle Insights" property — housing the Occupancy Barometer, original research, white papers, and analyst commentary as a cohesive editorial brand. Separates Kastle's data assets from the marketing site structure.
P2
A/B Testing Infrastructure
Optimizely or VWO deployment for ongoing conversion optimization. Phase 1 establishes baselines; Phase 3 begins systematic testing of headline variants, CTA text, social proof placement, and navigation entry points.
P2
Privacy & Consent Upgrade
Upgrade from basic GDPR plugin to Transcend or OneTrust — supporting granular consent, state-level privacy law compliance (CCPA, CPRA, state-by-state), and consent data integration with HubSpot and Dynamics.
P2
Government & Enterprise Tier
Dedicated government/education content track with GSA scheduling information, FICAM compliance documentation, FedRAMP positioning, and case studies from public sector clients. Separate conversion path: "Get a Government Security Assessment."
The Timeline at a Glance
| Phase | Timeline | Key Deliverables | Expected Outcome |
|---|---|---|---|
Phase 1 — Quick Wins | Weeks 1–4 | Form reduction, hero CTA, testimonial attribution, structured data foundation, navigation restructure, homepage narrative | 40–60% increase in form completions; structured data live for AI indexing |
Phase 2 — Platform & Content | Weeks 5–12 | Content pillar architecture, solution page rewrites, customer stories hub, local SEO pages, interactive tools, mobile optimization, analytics infrastructure | 2–3× organic traffic growth begins; interactive tools generating top-of-funnel leads |
Phase 3 — Strategic | Q2 2026+ | CMS platform decision, personalization engine, thought leadership hub, A/B testing, privacy upgrade, government tier | Platform supports full personalization, multi-channel attribution, and editorial brand |
Why Not a Single Big Launch?
The Traditional 6-Month Redesign
All risk concentrated at launch date
Marketing team waits 6 months for any improvement
No data during development to validate assumptions
Large scope creates endless stakeholder revision cycles
Single launch = single chance to get it right
Cost: Capital Investment $250k+
ROI: uncertain until launch; then months to measure
The AgencyQ Sprint Approach
Risk distributed across weekly deploys — each reversible
Marketing team sees lift in Week 1, not Month 6
Real user data informs every subsequent sprint
Narrow scope per sprint = fast decisions, no scope creep
Continuous improvement compounds over time
Cost: Fixed monthly retainer, performance-driven
ROI: measurable from Week 1, compounding by Week 12
This prototype was built in 72 hours using AIQ Cortex — AgencyQ's AI-accelerated development platform. A traditional agency would have spent 6–8 weeks producing a similar deliverable. This is not a claim about the quality of traditional agency work — it is a demonstration of a different methodology, where speed and iteration replace scope and waterfall.
Sprint 1 Already Exists
You're looking at 72 hours of work
Live Demo
Pages → Homepage
The hero CTA, audience flow, and real testimonials are live in this Storybook.
Form Demo
Templates → AssessmentTemplate
5-field assessment flow and success-state UX ready for implementation.
ROI Model
Context → ROI Model
Conservative projections for every deliverable in Phases 1–3.
Technical Approach
Context → Technical Approach
Stack, architecture, and quality standards for every component.