What does a 12-week growth-driven design website project timeline look like?

A 12-week growth-driven design project follows three phases: strategy and research (weeks 1 through 2), design (weeks 3 through 8), and development plus launch (weeks 9 through 12). The site that launches is the foundation for monthly optimization cycles that begin immediately after.

Weeks 1 and 2 cover the strategy phase, which includes user experience (UX) research, buyer persona development, customer journey mapping, Jobs to be Done analysis, and goal setting with measurable success metrics. This phase produces the messaging framework and page architecture for the 3 to 8 key pages that will launch first. Lean Labs uses MessageRocket during this phase to structure competitive analysis and buyer insights into conversion-focused copy before any visual design begins. Weeks 3 through 8 are design sprints, where the team builds wireframes and high-fidelity mockups for the priority pages, focusing on the 20% of features that drive 80% of impact. Weeks 9 through 12 cover development on HubSpot CMS and launch. The launchpad site is intentionally not a complete redesign of every page. It prioritizes the pages with the highest revenue impact (homepage, core solution pages, primary conversion paths) and launches them while lower-priority pages get addressed in subsequent monthly sprints. After week 12, the project transitions to 30-day continuous improvement cycles where each sprint uses live user data to identify and execute the next highest-impact change.