Hi Lynda and Robin,
Thank you for meeting with me, and for the opportunity to present this proposal. It was great to hear more about where you are at with things, and where you are keen to go.
Around Again Cycles already has what most bike shops want: skilled mechanics, a broad range of services, a loyal local following and social content that works. What it lacks is a website that tells people about it, and a cohesive social media strategy.
The current site covers the basics, carries little information and does not appear on page one of Google for searches such as “bike repairs Christchurch”. As a result, many potential customers never find the shop online, and even existing customers often don’t know about services like trade-ins.
We recommend a two-phase partnership:
- Phase OneSEO-driven website redevelopment. A new website built around the searches people make when buying, selling, repairing and servicing bikes, designed to reflect a friendly, down-to-earth, family-owned business.
- Phase TwoSix-month digital strategy retainer. Ongoing website optimisation plus a content strategy, campaign calendar and hands-on coaching that gives your in-house content creator the knowledge and confidence to run an effective, consistent campaign across organic search and social media.
Website redevelopment
Digital strategy retainer
The end goal is for Around Again Cycles to be recognised as the one-stop shop for every kind of rider in Christchurch, with an in-house team that can increasingly drive its own digital marketing.
Meta Digital has been designing and building websites from Christchurch since 2002. We would love to help a local, family-owned business get the online presence its workshop deserves.
Understanding your business
Buy, restore, sell, repair
Around Again Cycles buys used bikes, restores them and sells them on, alongside a full-service mechanic workshop for repairs and servicing.
Your services
- Bike repairs and regular servicing
- New and second-hand bikes
- Trade-ins and buying used bikes
- New parts and accessories, plus second-hand parts
- Bike fitting
- Bike safety
Your riders
- Road cyclists
- Mountain bikers
- Trail riders
- Commuters
- E-bikers
- Families with kids who are learning to ride and outgrowing bikes quickly
- Boomers
- Bike enthusiasts
Current challenges
What is holding the shop back online
Low search visibility
The business does not appear on page one for high-intent searches like “bike repairs Christchurch”.
An outdated website
The current site has limited content, no SEO foundation and does not explain the full range of services.
Hidden services
Most people don’t know you offer trade-ins, which shows up in a steady stream of calls asking whether you buy bikes.
Content without a plan
You have an in-house team member keen to create social content, and posts like “Bike of the Week” already perform well, but there is no overarching strategy or posting rhythm yet.
Phase One
SEO-driven website redevelopment
A solid foundation for the retainer
Every page will be planned around what your customers search for, so the site ranks for the primary terms relating to buying, selling, repairing and servicing bikes, and makes it obvious to every audience group that Around Again Cycles caters for them.
People who already know the shop.
People who haven’t found you yet. Examples only; the final list comes from keyword research.
SEO strategy and keyword research
- Keyword research covering the core service areas: bike repairs, bike servicing, second-hand bikes, selling or trading in a bike, bike parts and accessories, and bike fitting, all with a Christchurch local focus.
- Competitor review of the shops currently ranking for those terms.
- A keyword map assigning each priority term to a specific page, so pages don’t compete with each other.
- Local SEO setup, including a review of your Google Business Profile so it lines up with the new site.
Site structure and content
- Dedicated, keyword-targeted pages for each core service: repairs, servicing, second-hand bikes, new bikes, trade-ins, parts and accessories, bike fitting and bike safety.
- Audience pathways that help each rider group find what’s relevant to them, for example families, commuters, mountain and trail riders, and e-bikers.
- Clear calls to action throughout: book a service, enquire about a bike, get a trade-in quote.
- Setup of a “Knowledge Area” (blog and resource hub) ready to be filled during Phase Two.
Trade-ins, front and centre. A prominent “Sell or Trade In Your Bike” page and calls to action across the site, so customers learn about trade-ins online instead of calling to ask.
Design
- A design that reflects who you are: friendly, approachable, down to earth and family owned.
- Mobile-first, fast-loading pages that are easy to update.
- Layouts that show off your photos of the workshop, the team and the bikes.
Technical SEO
- Optimised page titles, meta descriptions, headings and image alt text.
- Structured data (schema) for the local business and services.
- Site speed, mobile usability and indexation checks.
- Redirects from old pages to protect any existing search value.
- Google Analytics and Google Search Console set up to measure results from launch.
- Keyword research and keyword map
- Sitemap and page structure
- Website design and build
- SEO review and optimisation of your supplied content for all core pages
- Knowledge Area framework
- Technical SEO setup, analytics and Search Console
- Launch and handover session
Phase Two
Six-month digital strategy retainer
One campaign across your website and social media
Once the new site is live, we move into the retainer. The aim is to run a cohesive campaign across website content and social media, and to give your in-house content creator the confidence to make effective content and the knowledge of what to post and when.
Audience-led content grouping
Each week will focus on one of your core audience groups, so every group finds a place on the website and receives content tailored to them on social media.
Click a group below to see an example week of content
Website content and the Knowledge Area
The Knowledge Area will hold blogs and other informative content that serves two purposes: driving organic search growth and supplying material for social media. Content will answer the questions customers ask most, such as how often to service a bike, what a bike is worth as a trade-in, or what size bike a child needs.
This sort of content builds your brand’s credibility and authority, making you more trustworthy to both customers and the search engines and AI tools that choose which sites to rank in search results and answers.
Social media
Social content will mix three types of post:
Fun and engaging
Build awareness of the brand and all its services, with high visibility.
Informative
Including links to blogs that answer FAQs and other useful topics.
Conversion-focused
Strong calls to action: book a service, get a trade-in quote or enquire about a bike.
Bike of the Week has already proven effective. We will build on that momentum by making it a regular, recognisable feature tied into each month’s campaign.
Campaign calendar
Part of the retainer will be used to prepare a campaign calendar outlining the posts, blogs and other content to create. It will include:
- A list of relevant blog post ideas for each content group
- Suggested post types and timing for Instagram and other social channels
- Recommended posting frequency
- Tips on how to make your content effective
Consultation, support and development
The rest of the retainer time is reserved for:
- Regular check-ins and coaching with your in-house content creator
- Feedback on content and help getting into a consistent posting rhythm
- Ongoing website optimisation based on search performance
- Website development and graphic design as needed
Key inclusions
Custom-built on WordPress
Your website will be custom-built to your brand on WordPress, so your team can add content, update services and publish Knowledge Area posts without needing a developer.
Discovery and planning Phase One · Stage one
- A kick-off session with your team: requirements gathering, planning and design thinking.
- Keyword research, competitor review and the keyword map.
- Information architecture to define the sitemap, the service pages and the audience pathways for each rider group.
- A review of your Google Business Profile so it lines up with the new site.
Creative design Phase One · Stage two
- Design of the homepage look and feel. One initial design version is included, with up to two rounds of changes if required.
- Design of up to four additional page templates (service page, audience page, Knowledge Area article, and the Sell or Trade In page) with up to two rounds of changes if required.
- Mobile-first layouts, designed for phones as the primary device.
Please note: if further page layouts or additional design revisions are required, these will be charged on a time and materials basis at our standard rate of $185 + GST per hour. Sign-off of the design stage is effectively a point of no return; from that point forward, changes to the design or the site structure may incur additional cost.
Development and content Phase One · Stage three
- Custom configuration of the WordPress content management system.
- Flexible content blocks, so your team can build and update pages without a developer.
- SEO review and optimisation of the content you supply for all core pages, aligned to the keyword map.
- The Knowledge Area set up with categories for each rider group, ready for Phase Two.
- Enquiry forms for service bookings, bike enquiries and trade-in quotes.
- Structured data, page metadata and redirects from your current pages.
- Google Analytics and Search Console configured.
- Responsive development targeting three breakpoints: desktop, tablet and mobile.
Review and handover Phase One · Stage four
- Cross-browser testing at multiple resolutions on Edge, Safari, Chrome and Firefox.
- Mobile browser testing on iOS and Android.
- Accessibility and site speed checks.
- A handover session and one-on-one CMS training for your key staff, plus written documentation.
- Managed go-live.
Warranty After launch
We offer a 60-day post-launch warranty covering any bugs or fixes needing attention after launch. We do not go live and leave you hanging. We want you well supported, and we stand behind our work. (Content changes or additions are not considered bugs or issues.)
Digital strategy retainer Phase Two · Six months
- The campaign calendar: content groups, blog ideas, post types, timing and posting frequency.
- Regular check-ins and coaching with your in-house content creator.
- Ongoing website optimisation based on search performance.
- Website development and graphic design as needed, within the monthly hours.
- Website hosting while the retainer is active.
Scope limits
So there are no surprises later
Not included
- Writing your website content. We do not write the website copy, but we will review and optimise the content you supply for SEO, so it works with the keyword map.
- Professional photography. We will lay out photos of the workshop, team and bikes that you supply. A photo shoot can be arranged and quoted separately.
- Day-to-day social posting. We plan, coach and give feedback; creating and posting content stays with your in-house team.
- Online booking system. Service bookings will be made through an enquiry form. Full booking functionality can be added later or quoted separately.
- Paid advertising, including Google Ads management and any ad spend.
- E-commerce. Online sales of parts and accessories can be added later.
- A new brand identity. The design will work with your existing logo and brand.
- Third-party costs such as domain renewals, premium plugins or stock imagery licences.
Key assumptions
- Content, photos and approvals are provided by Around Again Cycles in a timely way.
- A single named person is available as the primary point of contact for content and approvals.
- Your in-house content creator is available for regular check-ins during the retainer.
- Knowledge Area blog posts are written by your team from the campaign calendar, with our feedback.
- The retainer begins once the new website is live.
- The existing brand is retained.
If any of these change, we will talk to you before anything affects the cost.
Any of the above can be quoted separately if you would like us to take them on. Additional work is charged at our standard rate of $185 + GST per hour, always agreed with you first.
Measuring success
Reviewed with you regularly
Search rankings
For priority terms such as “bike repairs Christchurch”.
Organic traffic
Website visitors arriving from search, and the enquiries they make.
Bookings and trade-ins
Service bookings and trade-in enquiries that come through the website.
Social media
Reach, engagement and follower growth.
Your team
Growth in your in-house team’s confidence and independence.
Investment
Effort-based pricing since 2002
Thank you for considering Meta Digital for this project. We have been dedicated to fair and transparent effort-based pricing since 2002, so you have a clear understanding of what you are paying for.
| Item | Timeframe | Investment |
|---|---|---|
| Phase One: SEO-driven website redevelopment | One-off | $8,000 + GST |
| Phase Two: Digital strategy retainer, including website hosting | Six months, then ongoing | $2,000 + GST / month |
After the first six months
At the end of the initial retainer we will review its value together and increase or decrease it based on need. Because the aim is for your in-house person to take on more of the work over time, we expect the support you need from us to change.
Here are some further opportunities worth considering:
- Google Ads to add paid search on top of organic growth.
- A small e-commerce section for new parts and accessories you keep in stock (not second-hand stock).
- An online booking system to streamline booking bike servicing and repairs.
- A half or full day workshop with our social media creation expert, to help your team learn how to use their phones to take better images and videos, and turn them into even better posts.
Website care plan
Hosting, updates and support, every month
Once your new website is live, our Website Care Plan gives you total peace of mind, with a dedicated team taking care of daily maintenance and updates, ready to provide support as needed.
Professional Hosting Plan
We look after your website so you don’t have to think about it. Your site is hosted on our New Zealand SiteHost servers with an SSL certificate, daily database and weekly full offsite backups, round-the-clock uptime and malware monitoring, and security patches and updates applied for you. If something needs attention, our team is a quick email away.
Covered by your partnership
While you are on the $2,000 + GST per month digital strategy partnership, your care plan is included. If the retainer ends, or you decide not to go ahead with Phase Two, the care plan becomes your monthly hosting cost at $121 + GST per month.
No lock-in
You are not locked into any contracts. If you are not on a monthly retainer, you are welcome to move your hosting to another provider at any time.
Next steps
Getting started
- Review this proposal and share any questions or changes.
- Confirm scope and investment.
- Kick-off meeting to start keyword research and site planning.
Accept this proposal
Happy to go ahead? Add your name and email below and we will be in touch to book the kick-off meeting.
Extra details
The technical detail, for those who want it
Open any item below for more on how we build, host and launch your website, and how payment works.
Accessibility, security and performance as standard
Every Meta Digital website includes these as standard, not as optional extras:
- Accessible by default. Designed and built to WCAG 2.2 Level AA principles, so your site works for everyone, including people using screen readers or keyboard navigation.
- Secure and looked after. Managed New Zealand hosting with SiteHost, weekly updates and offsite backups.
- Fast and search-ready. Clean code, schema and 301 redirects from the start, so search engines can read and rank your pages.
Why we build on WordPress
WordPress is our preferred platform for its longevity, freedom of choice, security and ease of use.
- Longevity and choice. In development since 2003 and powering over 40% of all websites, with the deepest developer pool in New Zealand, so you are never locked in.
- Secure and easy to use. Kept safe through managed hosting and maintenance, with a simple editor you can use with confidence.
We also build WordPress differently. Most WordPress sites are built on purchased themes or page builders, made to fit a thousand businesses and weighed down with code they never use. We design and build every site from scratch, so it reflects your brand, stays fast and lean, and is easy to manage for years to come. We customise the WordPress admin as well as the front end, so your team can add content quickly without ever breaking the design.
Dedicated editing screens
Your site will include simple editing screens for the things your team updates most, such as services and Bike of the Week. Content is entered once and appears everywhere it should, so the homepage, service pages and audience pages stay up to date without anyone entering the same thing twice.
Reliable form delivery
Service bookings, bike enquiries and trade-in quotes all come through your website forms, so every one of them needs to arrive. Form emails are delivered through SMTP2GO, a dedicated email delivery service, so enquiries reach your inbox reliably instead of going missing or landing in spam.
Hosting and domain move
- Your website hosting moved from your current provider to our managed SiteHost platform.
- Domain settings updated so your existing web address points to the new site.
- 301 redirects from your current pages, page by page where it matters, so you keep your search history and any links pointing to the old site.
- Any email accounts on your domain checked before the switch, so nothing is interrupted.
Indicative timeline
We will confirm dates at kick-off. If feedback runs over, we will keep the build moving and adjust the launch date rather than rush it.
| Stage | Focus |
|---|---|
| Kick-off | Confirm the content list, photos and logins |
| Discovery | Keyword research, keyword map and sitemap |
| Content | You supply the content, then we review and optimise it for SEO |
| Design | Homepage concept, then the page templates, for your sign-off |
| Build | WordPress build, forms, Knowledge Area and technical SEO |
| Launch | Testing, your review, redirects, hosting move and go-live |
| Phase Two | Retainer begins once the new site is live |
Your content and SEO review
You supply the content for your website, and we review and optimise it for SEO so each page works with the keyword map. That includes page titles, headings, the wording around key search terms and links between related pages, while keeping your friendly, down-to-earth voice.
Where a page would rank better with more detail, such as a fuller service description or answers to common questions, we will let you know what to add. Writing new content is not included, and can be quoted separately at $185 + GST per hour.
Third-party costs
These are paid directly to the provider and are not included in our pricing:
- Domain registrations and renewals.
- Mailbox subscriptions for email addresses on your domain, for example Google Workspace or Microsoft 365.
- An email marketing platform, if you would like newsletter sign-ups. Most have free plans that suit a business your size to start with.
- Premium plugins or stock imagery licences, if any are needed. We will always check with you first.
- Ad spend, if you choose to add Google Ads later.
Payment terms
- Phase One is spread over four monthly, interest-free instalments of $2,000 + GST, so the $8,000 + GST project cost is paid over four months rather than up front.
- Phase Two is invoiced monthly at $2,000 + GST once the new website is live, and includes your website hosting.
- If you do not go ahead with Phase Two, or once the retainer ends, the Website Care Plan is invoiced monthly at $121 + GST.