Surface Build Plan
Build Plan
Working document · yours to extendLive walkthrough included
ProjectCadence ·Build engagement
A conversion surface engineered against the schema, not retrofit to it.
A performance-first marketing site and always-on landing-page system. Closes with a live Surface Build Plan and a documented design system every campaign inherits from.
Inside the Dynamic Infra layer of the Dynamic Ad operating system. Run as a wedge, or with the full stack.
Buyer trigger
Slot · The Head of Web with a Pre-Schema SiteSignal · Active
The Head of Web with a Pre-Schema SiteThe site predates the current funnel. Core Web Vitals are red, the LP system is a graveyard of one-off Webflow pages, and instrumentation was bolted on after the fact. The next campaign is being briefed against a surface no layer above can trust.
Signals firing the engagement
Core Web Vitals are below threshold on the surfaces paid traffic actually lands on
Landing pages are produced one-off per campaign with no shared design system or instrumentation
Instrumentation is bolted on after the page ships, not engineered against the schema from the first byte
Surface Build Plan. A performance-first surface engineered against the schema.
A live, instrumented marketing site and always-on landing-page system. Built against the documented event schema, performance-budgeted, and accompanied by a design system every campaign inherits from.
How the build runs.
Write access · documented cadence · operator-led
Phase 01 · Intake
Surface inventory and conversion model
Existing surfaces inventoried, conversion model and schema confirmed, performance baseline captured. Read and write access provisioned across the host, repo, CMS, and instrumentation layer.
Phase 02 · Design
Design system and surface architecture
Design system tokens, component library, and template architecture specified. Routing strategy (edge, ISR, static) chosen per surface. Performance budget set per template before the build begins.
Phase 03 · Build
Site and LP system build
Marketing site and always-on LP system engineered against the schema. Instrumentation built into the surface from the first byte. Performance budget enforced in CI, surfaces fail the build before they ship.
Phase 04 · Handoff
Surface Build Plan and walkthrough
Surface Build Plan signed off, design system version-controlled, runbook attached. Live walkthrough with marketing, engineering, and the team that briefs the next campaign LP.
Questions buyers ask before scoping Conversion Surface.
What stack do you build on?
Next.js on Vercel by default, with the design system in TypeScript and Tailwind. Headless CMS (Sanity, Contentful, or Payload) where editorial scale demands it. Bespoke stacks are scoped at intake.
Do you migrate our existing content?
Yes. URL parity, redirect mapping, and SEO-equity preservation are scoped into the build. Editorial migration scope is specified at intake based on volume and structure.
How is the always-on LP system different from one-off campaign pages?
The system is a documented set of templates, components, and angle-to-surface mappings your team inherits from. Per-campaign LPs become configuration over the system, not bespoke code per page. Production cadence accelerates and instrumentation parity is maintained automatically.
Who maintains the surface after handoff?
Your team owns the repo, the design system, and the runbook. We hand off documented enough that the next engineer extends rather than rebuilds. Ongoing engagement is available as a separate retainer where in-house capacity is constrained.
Scope the Conversion Surface. Surface Build Plan at handoff.
Integrated scopeEngineered cadenceSurface Build Plan on handoff
After the projectDynamic Intelligence.Substrate ready. Intelligence is the next layer, the structured signal every campaign now reads from.Other engagements under Dynamic Infra
Each is sold standalone or stacks with the others into a single foundational build.