How the first month goes: land and learn, assess, then ship. The early work is seeing the site and its measurement clearly before changing anything.
Sequencing principle: onboard, then measure before optimizing. Weeks 1–2 build the instruments (reporting, analytics, monitoring); real changes start around week 3, once I can see the current state. Timelines flex with access.
What I'd build in weeks 1–2
Stand up the instruments before optimizing, so every later change is legible and quality holds as a standard.
Learn how the business defines a qualified start, and where those numbers live.
Read the roadmap, backlog, and what's been tried.
Stand up no-access-needed monitoring: uptime, a crawl for broken links/redirects/metadata, CWV field tracking, alerting from day one.
Week 2Assess the current state
Verify cross-domain tracking; reconcile web starts vs. the app's actual starts.
Build the shared reporting: a funnel dashboard + experiment-readout template, so everyone reads the same numbers weekly.
Baseline the field data: CWV (CrUX), Search Console, funnel drop-off, mobile vs. desktop.
Review tracking + consent (Clarity, pixels, Osano) for compliance on health-input flows.
Re-rank the Top 5 against what the data shows.
Week 3First ships: zero-regret wins
Ship the zero-regret Webflow changes: eligibility block + message-match CTA.
Fix systemic color-contrast at the design-token level (hundreds of pages to WCAG AA); flag broken pages to Eng, help-center metadata to Content.
Build and instrument the first A/B (eligibility-clear hero).
Week 4Prep to scale
Launch the first A/B; monitor guardrails, run to a pre-calculated sample size before calling it.
Explore the Resources mega-menu: how it performs, and scope a leaner, SEO-preserving alternative.
Set the weekly readout cadence; lock the QA + WCAG 2.2 AA checklist as the per-page standard.
Document the setup and standards for partners.
The 30/60/90 horizon
Days 1-30
Onboarded with access; reporting + monitoring stood up; current state baselined; first zero-regret wins shipped; first experiment launching.
Days 31-60
Experiments running; mobile, accessibility, and hygiene fixes shipped; the nav/discovery test underway.
Days 61-90
Sustained lift on qualified-start rate, with accessibility and Core Web Vitals held as standards.
This is all hands-on me; I loop in partners (Analytics, Privacy, Growth) where it helps, but own and ship it. Anything depending on internal data is a hypothesis until week 2 confirms it.