How to Turn a Fulfillment Into a Website

The Campaign Specialist (CS) leads the fulfillment meeting, gathering all detailed information using the Fulfillment Document.
The PS uses this document as the blueprint for building the site.
Strong fulfillments include: detailed services, SEO needs, branding, design preferences, and client goals .

Make Your Own Notes: Don’t just rely on the document as-is. Print it off or annotate digitally, highlight areas to clarify, and jot down ideas for site structure, CTAs, and design. Dissect the fulfillment actively so you’re prepped to translate it into a complete website.
Vague responses limit the site’s ability to perform.
Ask deeper questions: What sites feel modern to you? Do you want leads or calls?
Always review the document as if you were a potential customer — does it answer their questions?

Keyword Research: Identify core services and search intent keywords that should be reflected in page titles, headers, and content.
Competitor Analysis: Look at competitors’ websites to see how they position services, calls to action, and design elements. Use this to spot opportunities the client may be missing.
Clarify Services: If a client says “we do everything,” break that down into categories (e.g., residential vs. commercial, repair vs. installation) so the site structure is clear.
Define CTAs: Pin down what the client really wants (calls, form fills, free quotes, scheduling) and document these clearly.
Content Examples: Gather inspiration sites or samples to translate vague ideas (“make it look modern”) into tangible design direction.
Gap-Fill Follow Ups: After the meeting, send follow-up questions to the CS to close gaps before beginning building.
Think Like a Customer: Step back and review the document as if you were the target audience. Does it tell you what the business does, why they’re credible, and how to contact them quickly?

Stay aligned on unusual or custom services.
Confirm branding preferences and service focus.
Discuss CallRail needs and how the site supports other products like Google Ads.

When paid campaigns are active (Google Ads, Meta, etc.), build landing pages with clear, single-focus CTAs.
Ensure messaging and offers match the ads to improve Quality Score and conversion rates.
Keep navigation minimal to reduce drop-offs and track conversions through forms and thank-you pages.
Coordinate with the CS to confirm which services or promotions are tied to campaigns so the website fully supports them.

Strong Fulfillment: Clear SEO alignment, accurate service details, structured pages, documented CTAs.
Gaps in Fulfillment: Vague service areas, missing CTAs, unclear navigation, or client tone .

If the fulfillment feels off or incomplete, stop and clarify:

This guide is designed for Product Specialists (PS) to understand how a fulfillment document becomes a website. It outlines the process, responsibilities, and best practices based on the OP + SEO Fulfillment Training.