The kickoff and the build brief

The intake form is back. Now two things happen: a short kickoff call that aligns the human, and a build brief that aligns the delivery, whether that is your agent or the Agency Label team. The quality of what comes back is decided right here.

The kickoff call (15 minutes, not 60)

• Confirm the goal in one sentence: "This site exists to make the phone ring for repair jobs in [city]." Everything else serves that.
• Walk the page list: here are the five pages, here is what each does. Adjust now, not at revision two.
• Flag the gaps: photos not sent, login missing. Assign each gap an owner and a date, out loud.
• Re-anchor the process: one batch of feedback per round, timeline pauses on their side's delays. They heard it in the email; saying it person-to-person makes it stick.
• End with the date: "First look next Friday."

The build brief

Now compile the request that delivery executes. The scope comes from the package they bought (Module 3), the specifics come from the intake form, and the voice notes come from the kickoff. A clean brief includes:

• The one-sentence goal and the target customer.
• The page list, and for each page: its job, its call to action, and any must-include content.
• Brand assets, linked, with any rules ("owner photo stays on the homepage").
• Proof to feature: which reviews, which credentials, which jobs.
• The competitors and taste references, with one line on what to take from each.
• The boring facts, exactly: phone, hours, service area, license numbers. Delivery should never guess a fact.

If Agency Label is building it

The same brief is exactly what the white-label team works from, which is the point: you produce one artifact, and routing (Module 7) decides who executes. Operators who write good briefs get near-identical quality from either path, because both paths are executing the same clear instructions against the same boilerplate standards.