Questions
37 questions, answered properly.
These are the ones that actually get asked, including the awkward ones.
Money
Money
What does a website cost?
A Rebuild of the site and the social channels starts at $6,000 USD and runs four to six weeks. If the site is structurally sound and the problem is the story and the facts underneath it, Foundations is $4,500 over three weeks and touches no code. The $497 audit tells you which of the two you are. Every price and every term is published on the pricing page.
Why is the audit $497 and not free?
Because a free audit is an automated scan attached to a sales call, and this one takes several hours of human work. The fee also filters out people who want a free opinion rather than a decision.
Do I really get the $497 back?
Yes, in full, credited against any project started within 60 days of the audit being delivered. It is not a discount code and there is nothing else to qualify for.
Can I pay in instalments?
Yes. Foundations is half to start and half on delivery. A Rebuild is scoped to a fixed price in writing, then half to start and half when it is live. Automation and AI is half to start and half when it goes live. Partner is billed monthly.
Can I just pay monthly instead of a project fee?
For the ongoing work, yes: that is what Partner is. For a build, no. A build is a fixed piece of work with a start and an end, and spreading it across a retainer hides both what you are buying and how long you are tied in. What can happen instead is a smaller first step, then the monthly work, then a build later if the numbers justify one.
Do I have to buy the whole sequence?
No. Each step is bought on its own and most practices stop partway. The order matters because each step assumes the one before it is true, not because there is a package to sell.
Are there ongoing costs after launch?
Partner, at $1,200 to $4,500 a month. The first 30 days after a Rebuild goes live are included, then it is billed monthly. Domain and any third-party tools you choose are billed to you directly, never marked up.
Is there a refund policy?
The audit is refunded in full if it has not been started. Once the walkthrough is recorded it is not refundable, because it has been delivered. Everything else is governed by the agreement you sign, and the terms are shown to you before any money moves.
Process and timing
Process and timing
How long does a website take?
Seven to ten weeks for a Rebuild. Foundations adds three weeks in front of it when the positioning has never been settled, and Automation and AI adds four to six weeks after. Most of the variation comes from how quickly content and claim approvals come back, not from the building.
Can you do it faster?
No. Compressing the schedule means skipping either the claim review or the launch checks, and those are the two things being paid for.
What do you need from me?
A completed intake form, two working sessions, your credentials and licence details, testimonial permissions in writing, content approvals in batches, and one named person who can approve public claims.
How much of my time will this take?
Roughly six to ten hours spread across the project, concentrated in the first three weeks. After launch, about an hour a month.
What happens if I go quiet mid-project?
The project pauses and the schedule moves. Nothing is published without your approval, so a delay is a delay rather than a risk.
Do you work with practices outside New York?
Yes. The work is remote and clients are across the United States. New York only matters for local search on the studio’s own listing.
Compliance and claims
Compliance and claims
Will you write claims my current marketing makes?
Only the ones the evidence supports. Anything else gets rewritten in weaker, honest language. You will be told exactly which claims were changed and why.
Is this legal advice?
No. It is editorial discipline plus a documented trail of what was claimed and what supports it. Aggressive or disease-adjacent claims need a lawyer, and you will be told when you have reached that line.
Can I use testimonials?
Yes, with written permission, honest representation, disclosure of any material connection, and context when a result is not typical. Testimonials cannot be used to say something the practice is not allowed to say directly.
What about before-and-after photos?
Only where they are permitted for your modality, consented in writing, unretouched, and accompanied by honest typicality context. In many cases the answer is no, and that is the correct answer.
Who signs off on health claims?
You do, or a named clinician you designate. That approval is recorded. Nothing that touches a health claim goes live on a signature that does not exist.
AI visibility
AI visibility
Can you guarantee ChatGPT will recommend me?
No, and anyone who guarantees it is selling something. Answers vary by phrasing, by user, by day and by model version. What can be done is to make the facts about your practice correct, structured, consistent across every profile, and easy to retrieve, then measure what changes over three to six months.
Is this just SEO with a new name?
No. Ahrefs, testing 15,000 long-tail queries, found only about 12 percent of the URLs AI assistants cite also rank in Google’s top ten. The work overlaps, but ranking well and being quoted accurately are different outcomes and they need to be measured separately.
What actually moves AI visibility?
The peer-reviewed work (KDD 2024) found that adding real statistics, direct quotations and cited authoritative sources raised citation likelihood most, and that keyword stuffing did nothing. Vendor correlation studies add a fourth factor, how established the domain already is. Off-site consistency does more work here than on-page tricks, which is why directory and profile clean-up is part of the job.
How do you measure it?
A fixed list of 20 to 30 questions a patient would really ask, re-run every month across ChatGPT, Perplexity, Gemini and Claude, with the answers recorded verbatim and diffed. The baseline is captured before launch, because it cannot be reconstructed afterwards.
AI already names us. Is there anything left to do?
Being named is the first half. The second is whether what it says is right: your hours, the insurance you take, the services you offer, whether you are accepting new patients. Of the 465 people in the rater8 survey who had used AI to research a provider, two thirds said they met incorrect information about that provider, and 60 percent said they trust the summary without checking it. Being named incorrectly is worse than not being named at all, because nobody tells you it happened.
Should I block AI crawlers?
Usually not the ones used for live retrieval, because blocking them removes you from the answers. Training crawlers are a separate decision and yours to make. The distinction is explained and configured for you either way.
Technical and ownership
Technical and ownership
Do I own the site?
Yes. The code, the content, the domain and the accounts are yours, in your accounts, and you keep them if you stop working with the studio.
Can my team edit it?
Yes. How editing works depends on the platform chosen for your project, and that choice is made in the Prescribe phase based on who will actually be writing. A practice that publishes weekly needs a different setup from one that updates twice a year.
What platform do you build on?
Whichever one fits the practice. This site runs on Next.js. Plenty of client sites run on WordPress, because a practice that writes its own articles is better served by an editor its staff already knows. The platform is a decision, not an identity.
Do you host it?
Hosting is included in Partner, the monthly work. You can also host it yourself, and you will be given everything needed to do that.
What if I want to leave?
You take everything and go, with 30 days notice on Partner. There is no lock-in, no proprietary page builder, and no license that expires.
Do you do logos only?
No. The identity is designed against the positioning, so there is nothing meaningful to design before the positioning exists.
Do you run ads?
No. Paid acquisition is not part of the offer. The work is the asset the ads would point at.
Fit
Fit
Who is this not for?
Pre-launch or pre-revenue practices, anyone shopping on price, anyone who needs claims the evidence does not support, and anyone who wants it live in two weeks.
We only want social media. Will you do that?
On the monthly partnership, and after the audit. Posting into an unclear story is the thing most practices have already paid for once, which is why the audit comes first. If it finds the story is clear and the channels are the real gap, that is where the work starts and no rebuild is needed. If it finds otherwise, you will be told before you spend anything on posting.
I am a solo practitioner. Is this too much?
Possibly. Start with the audit. If the honest answer is that a $497 audit and a few afternoons of your own work would fix most of it, that is what the audit will say.
I already have a developer. Can you just do the strategy?
Yes. The audit and the Prescribe phase are written so another developer can carry out the work, and that happens regularly.
What if I disagree with the audit?
Every measured finding comes with the measurement attached, so disagreement is usually about priority rather than fact, and priority is a conversation worth having.