Project Overview
Full-service digital build for Spark Academy, a Peoria IL preschool and childcare center. Covered brand strategy, website development, SEO, content marketing, and enrollment funnel design — from initial research through a production Eleventy static site.
Goal
Establish Spark Academy's online presence, drive organic enrollment leads, and build a content engine that positions the school as the top local authority in early childhood education.
Started
February 22, 2026
Days Active
32 days
Client
Spark Academy (Peoria, IL)
Status
Active
Key Highlights
- •76 deliverables across 11 specialist roles
- •Full brand strategy with messaging frameworks and customer personas
- •12-month content roadmap with cornerstone blog posts
- •Eleventy static site with dual enrollment funnels
Expertise Delivered
Complexity
Complex
31Architectural
9Moderate
29Routine
7Work Types
Strategy
31Feature
22Docs
11Design
6DevOps
3Bug Fix
3Project Timeline— Started Feb 22, 2026
Feb 22, 2026
52h2 sessions
12:00 PMStrategyComplex
Spark Academy-Developed 100-point competitive audit rubric across 5 weighted categories
-Audited 6 national preschool websites (Pool B: NYC + Chicago markets)
-Live SERP research and site crawling for each competitor
-Produced 20+ page professional DOCX audit report with color-coded scorecards
-Identified universal CTA gap and 6 strategic priorities for Spark rebuild
competitive-analysisresearchdocs
28h of Brand Strategist work
12:00 PMStrategyComplex
Spark Academy-Created 20-page Master Project Plan document with 60+ tasks across 6 phases
-Defined milestone gates, dependencies, and estimated timelines
-Built non-technical Companion Guide for Dr. Peterson explaining website strategy
-Created 11-slide PowerPoint presentation deck for client onboarding
-Established Claude Projects workflow strategy for multi-phase execution
strategydocspresentationproject-management
24h of Marketing Strategist work
Feb 23, 2026
69h7 sessions
12:00 PMDocsModerate
Spark Academy-Reviewed enrollment packet and mapped confirmed program information
-Identified 4 core programs with tuition, schedules, age requirements
-Created replacement text for project instructions warning blocks
-Flagged date inconsistencies in Michelle's packet
-Updated project instructions to Version 2 incorporating all research findings
docsproject-management
6h of Project Manager work
12:00 PMStrategyComplex
Spark Academy-Conducted full GBP competitive audit: Spark Academy vs Cadence Academy
-14-step analysis covering Map Pack, reviews, citations, conversion paths
-Identified 22 specific gaps (10 HIGH, 9 MEDIUM, 3 LOW impact)
-Created 3-6 month action plan (Foundation → Build → Authority)
-Produced 20+ page professional DOCX report
seocompetitive-analysisgbpdocs
16h of SEO Specialist work
12:00 PMDocsModerate
Spark Academy-Created reusable 14-step local SEO competitor audit template (DOCX)
-Designed for free tools only with prioritized gap analysis output
-Built for repeated use across 5 planned competitor audits
seocompetitive-analysisdocstemplate
6h of SEO Specialist work
12:00 PMStrategyRoutine
Spark Academy-Analyzed domain acquisition decision (sparkacademymorton.com vs sparkacademy.com)
-Discovered sparkacademy.com owned by active EdTech company
-Assessed SEO implications of location-specific domain
-Recommended staying with current domain with clear rationale
seodomain-strategy
3h of SEO Specialist work
12:00 PMStrategyModerate
Spark Academy-Designed exit intent survey strategy (Hotjar) and thank-you page surveys (Tally)
-Specified implementation details, tool selection, and monthly review processes
-Updated project instructions with survey specs as Phase 5 tasks
-Consulted on project instructions length/structure optimization
analyticsconversionstrategy
6h of Marketing Strategist work
12:00 PMFeatureModerate
Spark Academy-Condensed 5 website audits into 8-page one-page-per-school brief
-Built drag-and-drop DOCX-to-HTML converter using mammoth.js
-Built custom Python converter preserving document design system
-Set up GitHub Pages at steveo8998.github.io/Spark-Academy/ for mobile deliverables
frontendautomationdevopspython
8h of Senior Developer work
12:00 PMStrategyComplex
Spark Academy-Audited 5 premium preschool websites (Pool A: philosophy/prestige leaders)
-Completed IPS Manhattan case study as cautionary 'squandered assets' example
-Synthesized Pool A + Pool B into executive brief for Dr. Peterson
-Created Research & Discovery Summary Brief with page-by-page content strategy
-Defined 6 governing rules for premium preschool websites
-Crafted text message introduction for presenting brief to client
competitive-analysisresearchdocsstrategy
24h of Brand Strategist work
Feb 24, 2026
20h1 session
12:00 PMStrategyComplex
Spark Academy-Developed complete pSEO strategy (65 pages) covering 4 page types
-Created Location × Program template architecture (52 city pages across 6 communities × 4 programs)
-Built master URL list with keyword targets and search intent classifications
-Produced phased rollout plan to avoid Google penalties
-Created unique local content guidelines with community-specific example paragraphs
-Designed interview questions for Dr. Peterson on why families drive to Morton
seopseocontent-strategydocs
20h of SEO Specialist work
Feb 25, 2026
53h4 sessions
12:00 PMFeatureRoutine
Spark Academy-Built experimental website prototype with mobile refinements
-Replaced emoji icons with custom SVG icons styled to brand colors
-Fixed founder credentials 2x2 grid layout for mobile
-Implemented controlled line break solution for badge text wrapping on iPhone
frontendcssresponsivesvg
4h of Junior Developer work
12:00 PMDevOpsRoutine
Spark Academy-Set up GitHub Pages hosting for project deliverables
-Provided deployment walkthrough for Stephen
devopsgithub-pages
1h of Junior Developer work
12:00 PMDesignModerate
Spark Academy-Extracted exact color values from Adobe Illustrator PDF source files
-Discovered incorrectly approximated color (Warm Orange: #FF9966 → #F9A054)
-Produced Brand Guide v3 documenting full logo system (14 production files)
-Created 3 font pairing comparison samples with bias-free identical layouts
-Updated Brand Guide to v4 with confirmed typography (Playfair Display + DM Sans)
brandingdesigntypographycolor-system
8h of UX/UI Designer work
12:00 PMStrategyArchitectural
Spark Academy-Analyzed existing brand guidelines identifying strengths to preserve and strategic gaps
-Created 30-page Brand Voice Guide DOCX (16 sections)
-Established positioning statement: 'The only preschool in Central Illinois founded and led by a doctoral researcher in ECE'
-Defined 5 voice attributes, 5 core values, parent objection matrix
-Built 5-question Spark Personality Test for content validation
-Flagged items for Dr. Peterson's input (origin story, doctoral research, curriculum name)
-Updated Phase 2A instructions with all brand decisions
brandingcontent-strategypositioningdocs
40h of Brand Strategist work
Feb 26, 2026
3h1 session
12:00 PMDocsRoutine
Spark Academy-Converted Questions for Michelle markdown to professionally formatted DOCX
-Built with color-coded callout banners, checkbox formatting, section dividers
-12 sections covering business details, programs, credentials, philosophy
docsformatting
3h of Technical Writer work
Feb 27, 2026
99h7 sessions
12:00 PMStrategyComplex
Spark Academy-Built complete parent lead funnel wireframe (11 sections)
-Designed 4-level commitment ladder
-Defined page roles, CTA matrix, form specs, trust signal placement
-Created post-conversion experience (thank-you pages, surveys, auto-emails)
-Specified micro-conversion tracking
-Built HTML visual flowchart companion
-Incorporated social media entry points and funnel optimization updates
conversionfunnel-designwireframedocs
20h of Marketing Strategist work
12:00 PMDocsModerate
Spark Academy-Created Purposeful Play Framework document in Dr. Peterson's voice (8 pages)
-Covers philosophy, assessment system, daily schedule, enrichment, behavior, K-readiness
-Serves dual purpose: website source content + PDF tour handout
copywritingcurriculumdocs
10h of Content Writer work
12:00 PMStrategyComplex
Spark Academy-Developed 3 detailed parent personas (15-page DOCX)
-Sarah (Intentional First-Timer), David & Priya (ROI-Conscious), Megan (Values-First)
-Each persona includes demographics, triggers, objections, search behavior, conversion factors
-Built cross-persona strategy matrix mapping personas to pages
personascontent-strategydocs
14h of Marketing Strategist work
12:00 PMStrategyComplex
Spark Academy-Built Phase 1 synthesis strategic brief (8 sections, ~10 pages DOCX)
-Created companion 11-slide branded presentation deck
-Flagged 5 open decisions for Dr. Peterson
-Established competitive advantages framework
strategydocspresentation
16h of Marketing Strategist work
12:00 PMStrategyModerate
Spark Academy-Conducted Apple Tree Academy competitive audit (SEO, credentials, conversion, content)
-Identified 'daycare' self-identification as strategic positioning gap
-Recommended daycare keyword interception strategy
competitive-analysisseopositioning
5h of SEO Specialist work
12:00 PMStrategyModerate
Spark Academy-Analyzed 20 Ahrefs CSV exports (3,349 unique keywords)
-Cross-referenced real volumes against estimated keyword map
-Discovered 'private kindergarten' opportunity (1,900/mo, KD 0)
-Confirmed keyword-first variant strategy via data analysis
-Updated keyword map with validated Ahrefs data
seokeyword-researchdata-analysisspreadsheet
10h of SEO Specialist work
12:00 PMStrategyComplex
Spark Academy-Ran 8 live keyword research searches across all target clusters
-Built keyword research report DOCX with 6 clusters and competitive landscape
-Created comprehensive keyword map spreadsheet (110+ keywords, 8 categories)
-Covered pSEO, blog, consulting, and competitor gap keywords
-Built Ahrefs step-by-step guide with 12 research tasks and file naming conventions
seokeyword-researchspreadsheetdocs
24h of SEO Specialist work
Feb 28, 2026
51h4 sessions
12:00 PMStrategyRoutine
Spark Academy-Assessed DBA vs legal entity naming for Google Business Profile
-Researched current Google guidelines on naming conventions
-Recommended 'Spark Academy' for all customer-facing use
-Confirmed domain strategy stays with sparkacademymorton.com
seogbpnaming
3h of SEO Specialist work
12:00 PMStrategyComplex
Spark Academy-Created KPI Dashboard Specification (36 metrics across 5 categories)
-Defined strategic rationale and action triggers per metric
-Confirmed technology stack (WordPress + Kadence + WP Engine + RankMath)
-Created 12-item decision document for Dr. Peterson with options and context
analyticskpistrategydocs
14h of Marketing Strategist work
12:00 PMStrategyComplex
Spark Academy-Built consulting funnel wireframe (12 sections) + HTML flowchart
-Designed 3-level commitment ladder for professional audience
-Created CTA matrix, form specs, 5-objection educator matrix
-Mapped 3 primary conversion paths
-Designed crossover architecture between parent and consulting funnels
conversionfunnel-designconsultingwireframe
16h of Marketing Strategist work
12:00 PMStrategyComplex
Spark Academy-Created messaging framework with 3 lenses (Child-Centric, School-Centric, Hybrid)
-Built per-page Decision Matrix specifying lens ratios for every page
-Developed Flip Test for evaluating headlines
-Created 70+ example headlines organized by page and messaging pillar
-Produced 20+ page branded DOCX
messagingcopywritingcontent-strategy
18h of Brand Strategist work
Mar 1, 2026
36h2 sessions
12:00 PMDocsComplex
Spark Academy-Created monthly reporting template Excel (8 tabs with auto-calculating formulas)
-Built instructions tab, 5 KPI data tabs, survey responses tab, action items tab
-Produced custom analytics dashboard blueprint (Next.js + Supabase + GA4 API)
-5-table database schema, 4-job data pipeline, 7-tab frontend, 4-phase build plan
analyticsspreadsheetarchitecturedocs
16h of Data Analyst work
12:00 PMStrategyComplex
Spark Academy-Developed complete Tracking Architecture Document (GA4 + GTM + forms + surveys)
-Specified 15 tags, 13 triggers, 10 variables in 7 GTM folders
-Defined data layer architecture with 5 page-load variables
-Documented form tracking integration for all 3 forms
-Created chunked HTML delivery for developer reference with copyable code blocks
analyticsgtmga4trackingdocs
20h of Marketing Strategist work
Mar 2, 2026
135h7 sessions
12:00 PMDocsRoutine
Spark Academy-Counted pages across 14 DOCX project files (257 total pages produced)
-Established dual-format deliverable workflow (DOCX master + mobile HTML)
-Designed mobile-friendly HTML deliverable system with Spark brand styling
-Set up GitHub Pages hosting workflow for Dr. Peterson review links
docsworkflowproject-management
3h of Project Manager work
12:00 PMStrategyModerate
Spark Academy-Built pricing analysis document with KPI cards and SWOT analysis
-Compared Spark vs Peoria metro avg vs IL private pre-K avg
-Iterated through multiple revisions on data accuracy and fair comparisons
-Removed church-subsidized schools as unfair comps per Stephen's editorial direction
-Produced HTML + DOCX versions kept in sync
pricingcompetitive-analysisdocs
10h of Business Consultant work
12:00 PMStrategyComplex
Spark Academy-Built TPT competitive deep-dive analyzing 7 top preschool sellers
-Identified doctoral degree gap in entire TPT preschool market
-Created 14-dimension competitive comparison matrix
-Produced revenue projections and batch-creation timeline
-Created TPT Product Roadmap Sections 1-5 (38-page DOCX)
-Mapped 45 products across 5 strategic market gaps
-Designed 6 core bundles and 5 free lead magnets
-Built week-by-week Summer 2026 launch sequence
ecommercecompetitive-analysisproduct-strategytpt
24h of Business Consultant work
12:00 PMStrategyComplex
Spark Academy-Analyzed 20 Ahrefs CSVs (3,349 keywords) identifying 12 strategic blog opportunities
-Discovered daycare keywords generate 1.5x more volume than preschool keywords
-Built daycare-to-preschool interception strategy
-Produced 20-page keyword intelligence document
-Updated keyword map with intelligence analysis findings across 4 tabs
seokeyword-researchdata-analysiscontent-strategy
14h of SEO Specialist work
12:00 PMFeatureComplex
Spark Academy-Analyzed parent keyword CSV datasets for AEO opportunity mapping
-Identified 75% of parent keywords trigger AI Overviews
-Created 'How to Choose a Preschool' blog post copy deck (~3,000 words)
-Created printable 10-question tour checklist companion
-Created 'Is Preschool Tax Deductible' blog post copy deck and FAQ additions
blogcopywritingseoaeo
16h of Content Writer work
12:00 PMStrategyComplex
Spark Academy-Built AEO (Answer Engine Optimization) strategy document (42 pages, 12 sections)
-Designed JSON-LD schema architecture for AI citation
-Created Answer Hub page concept at /preschool-morton-il/
-Identified LLM citation vacuum in Central Illinois ECE niche
-Specified WordPress/RankMath configuration for AEO
seoaeoschemaai-searchdocs
20h of SEO Specialist work
12:00 PMDocsArchitectural
Spark Academy-Created step-by-step WP Engine setup guide (10 sections DOCX)
-Created Kadence Theme Pro installation guide (8 steps DOCX)
-Created RankMath Pro setup guide (15 steps DOCX)
-Created GTM setup guide (10 steps, 24 pages DOCX)
-Created GA4 implementation guide (15 sections DOCX)
-Created GBP setup & configuration guide (14 sections DOCX)
-Created Hotjar exit-intent survey setup guide (8 steps DOCX)
-Created Tally surveys implementation guide (10 sections DOCX)
-Created Google Forwarding Number setup guide (7 sections DOCX)
-Each guide standalone with click-by-click instructions and branded styling
devopsdocsseoanalyticsimplementation-guides
48h of Technical Writer work
Mar 3, 2026
38h5 sessions
12:00 PMStrategyModerate
Spark Academy-Assessed 5 copywriting frameworks (PASTOR, AIDA, BAB, PPPP, SSS) for Spark
-Mapped each framework to specific page types in the project
-Created comprehensive copywriting reference guide (branded HTML)
-Built 12-page assignment table mapping every Phase 3 page to its framework
copywritingcontent-strategydocs
6h of Content Writer work
12:00 PMDesignModerate
Spark Academy-Selected Morning Mist brand palette (v5.0) through interactive explorer
-Built mobile-friendly palette explorer HTML for Dr. Peterson
-Produced Brand Guide v5 DOCX with updated colors, accessibility documentation
-CTA button text shifted from dark to white (accessibility-driven)
-Updated all project instructions color references
brandingdesigncolor-systemaccessibility
8h of UX/UI Designer work
12:00 PMDocsModerate
Spark Academy-Documented Camp Play summer program (confirmed, full details added)
-Documented Discovery Station homeschool enrichment (pricing, classes, instructors)
-Documented After-School Enrichment Programs (confirmed same as School Age Programming)
-Created enrichment terminology disambiguation (3 distinct contexts)
-Added daily schedules for all 4 core programs
-Produced Project Instructions v3 as comprehensive markdown rewrite
docsproject-managementprogram-documentation
8h of Project Manager work
12:00 PMDocsModerate
Spark Academy-Updated Brand Voice Guide to FINAL status (all 11 items resolved)
-Updated Messaging Framework Headline Bank to FINAL status
-Confirmed tagline: 'Purposeful Play. Exceptional Beginnings.'
-Processed Michelle's completed decision document
-Incorporated all confirmed decisions into project files
-Recommended against fabricated endorsement placeholders
docsproject-managementbranding
6h of Project Manager work
12:00 PMStrategyModerate
Spark Academy-Identified SEO conflict with 'Ignite Learning Model' name
-Researched 8 brand-neutral AEO-optimized curriculum name alternatives
-Tested each for search conflicts with quoted-phrase web searches
-Produced branded HTML options document for Dr. Peterson
-Renamed curriculum across all project docs (21+ instances in framework doc alone)
-Updated Brand Voice Guide, Messaging Framework, and Project Instructions
brandingseonamingdocs
10h of Brand Strategist work
Mar 4, 2026
66h4 sessions
12:00 PMFeatureComplex
Spark Academy-Wrote Founder Hub / Dr. Michelle Peterson copy deck (origin story, credentials, consulting bridge)
-Wrote Consulting Services copy deck (9 services, educator objections, form spec)
-Built mobile-optimized HTML review files with annotation system
-Implemented expanded-notes-within-collapsed-sections UX pattern
copywritingconsultingfrontend
18h of Content Writer work
12:00 PMFeatureComplex
Spark Academy-Planned Phase 3A batching strategy and page sequencing rationale
-Wrote Homepage copy deck (full SEO metadata, section copy, CTAs, schema)
-Wrote Why Spark Academy copy deck
-Produced DOCX master + mobile HTML for each
-Established Dr. Peterson review format (gold/green/red annotation boxes, collapsed sections)
-Converted all project files from DOCX/PDF to Markdown for faster access
-Created reusable Markdown-to-HTML conversion prompt template
copywritingseofrontenddocs
24h of Content Writer work
12:00 PMStrategyComplex
Spark Academy-Built 18-month Blog Content Roadmap (75 topics across 2 tracks, 12 sections DOCX)
-Organized into 3 phases + seasonal layer + 3 branded series
-Every topic grounded in Ahrefs keyword data and mapped to dual-funnel architecture
-Created mobile-optimized HTML version for Dr. Peterson review
-Included publishing cadence options and 8 decisions requiring Dr. Peterson's input
content-strategyblogseodocs
18h of Marketing Strategist work
12:00 PMDocsModerate
Spark Academy-Created ChatGPT Project setup for Dr. Peterson
-Built plain text instructions file optimized for ChatGPT
-Created branded DOCX setup guide for non-technical user
-Selected 9 appropriate project files for Michelle's use cases
docsonboardingai-tools
6h of Technical Writer work
Mar 5, 2026
122h3 sessions
12:00 PMFeatureArchitectural
Spark Academy-Wrote Purposeful Play Framework curriculum page copy deck (14 sections)
-Wrote Schedule a Tour copy deck (dual-form architecture, exit intent spec)
-Wrote Answer Hub / AEO page copy deck (machine-readable, citation-optimized)
-Resolved keyword cannibalization: Homepage = head term, Answer Hub = long-tail
-Created wayfinding element for humans landing on reference-style page
-Wrote Testimonials page copy deck with scalable structure (2 → 10+)
-Wrote FAQ copy deck (46 Q&As) + 58-question inventory for Dr. Peterson
-Wrote Blog Hub copy deck (category filter, conditional CTAs, branded series)
-Updated Messaging Framework with Blog Hub Decision Matrix row
-Created all mobile HTML versions
copywritingseoaeoconversionfrontend
56h of Content Writer work
12:00 PMFeatureComplex
Spark Academy-Wrote Discovery Station copy deck (drop-off differentiator, co-op objection, updateable semester block)
-Wrote After-School Enrichment copy deck (experiential not tutoring, flexible content container)
-Wrote Summer Camp copy deck (urgency mechanic via May 30 deadline, per-morning cost reframe)
-Each with phone-only registration CTAs and updateable content blocks
copywritingseo
18h of Content Writer work
12:00 PMFeatureArchitectural
Spark Academy-Discovered and repositioned Fresh 3's Fridays as standalone gateway program
-Wrote Fresh 3's Fridays copy deck (rolling enrollment differentiator, upgrade path)
-Wrote 3's Preschool copy deck (neural pathways, separation anxiety, bridge option)
-Wrote 4's Preschool copy deck (scheduling decision as SEO hook)
-Wrote Kindergarten Prep copy deck (November 30 cutoff differentiator)
-Wrote Kindergarten copy deck ('why pay when it's free?' objection handling)
-Wrote Programs Overview copy deck (wayfinding hub, tuition comparison table)
-Each includes full metadata, FAQ, schema, internal linking, photo direction
-Created mobile HTML versions for all 6 pages
copywritingseoconversion
48h of Content Writer work
Mar 6, 2026
32h3 sessions
12:00 PMStrategyComplex
Spark Academy-Integrated all-inclusive tuition messaging (Content Tweaks Queue item #1)
-Established Content Tweaks Queue system in Project Instructions
-Created Open Door Policy Integration Plan (13 touchpoints, 10 pages, 3 tiers)
-Drafted 3 Dr. Peterson open-door quotes in documented voice patterns
-Clarified Discovery Station vs After-School program architecture
-Added enrichment terminology disambiguation to project docs
-Identified homeschool + after-school keyword expansion needed in keyword map
content-strategyconversionproject-management
14h of Marketing Strategist work
12:00 PMFeatureModerate
Spark Academy-Converted multiple project documents to branded HTML (parent personas, brand guide, etc.)
-Each with Morning Mist palette, responsive layout, navigation pills
frontendhtmlresponsive
8h of Junior Developer work
12:00 PMFeatureModerate
Spark Academy-Built interactive photographer checklist (33 shots, 6 tiers) with HTML
-Added localStorage persistence, sticky progress bar, celebration overlay
-Fixed collapse/expand rendering bug (switched from max-height to display toggle)
-Fixed reset button touch target and iOS confirm() issues (two-tap pattern)
-Built and maintained GitHub Pages index.html with categorized file cards
-Updated index across multiple rounds as new files were added
frontendjavascriptmobileinteractive
10h of Junior Developer work
Mar 7, 2026
20h2 sessions
12:00 PMDesignModerate
Spark Academy-Converted Brand Guide to 17-page Canva-optimized PDF
-Conducted systematic audit against official Brand Guide (caught undersized type scale, missing Tier 3 colors, invented color)
-Embedded all 14 logo assets showing 3 configurations × 4 color variants
-Added brand story, values, and asset usage standards section
-Included WCAG contrast ratio table and Canva quick-reference section
brandingdesignpdfcanva
10h of UX/UI Designer work
12:00 PMDesignModerate
Spark Academy-Created Midjourney prompt guide (6 prompts) for brand pattern backgrounds
-Redesigned all prompts for grayscale-first workflow when Midjourney ignored colors
-Added Canva recolor instructions per brand palette
-Built Purposeful Play Framework SVG infographic (3 iterations)
-S-curve pathway layout with hand-drawn style icons, confetti accents
-Fixed spacing/overlap issues in pillars 4 and 6
designillustrationsvgmidjourney
10h of UX/UI Designer work
Mar 8, 2026
80h4 sessions
12:00 PMFeatureComplex
Spark Academy-Built 3's Preschool WordPress HTML blocks (10 blocks)
-Created comparison mockups for enrichment display and tuition cards
-Established content vs design change approval workflow
-Updated Page Build Prompt Template with FAQ accordion, nowrap, CTA escape patterns
frontendcssresponsivewordpress
14h of Senior Developer work
12:00 PMFeatureArchitectural
Spark Academy-Built Homepage WordPress HTML blocks (11 blocks, 19 tracked CTAs)
-Added tablet breakpoint, program card redesigns, supplemental program cards
-Built Fresh 3's Fridays WordPress HTML blocks (10 blocks, 1,370 lines)
-Performed consultant audit, implemented 6 improvements (FAQ/CTA reorder, mid-page CTA, enrichment restructure)
-Built Why Spark Academy WordPress HTML blocks (9 blocks)
-Added stat callouts, pull quotes, alternating backgrounds, full-width sage extends
-Implemented nowrap heading pattern and tappable link underlines as standards
-Performed consultant audit, implemented 7 improvements (reorder differentiators, remove hero CTAs, add mid-point CTA)
frontendcssresponsivewordpresshtml
40h of Senior Developer work
12:00 PMFeatureComplex
Spark Academy-Set up complete WordPress staging environment from scratch on WP Engine
-Installed and configured Kadence Theme Pro, Kadence Blocks Pro, RankMath Pro, Solid Mail
-Configured global design system (colors, typography, buttons)
-Created all 20 site pages and built primary navigation menu
-Built Programs Overview page with responsive design system
-Developed 4-breakpoint responsive framework (desktop/tablet/mobile/foldable)
-Created Page Build Prompt Template for consistent page production
wordpressdevopsresponsivedesign-system
20h of Senior Developer work
12:00 PMStrategyModerate
Spark Academy-Evaluated Kadence Advanced Form vs Fluent Forms (comprehensive feature comparison)
-Confirmed Kadence Advanced Form as replacement (fewer plugins, native styling)
-Produced 8 find-and-replace updates for all Fluent Forms references
-Updated Tracking Architecture for Kadence form integration
-Recommended Solid Mail over WP Mail SMTP for SMTP plugin
wordpressformsanalyticsarchitecture
6h of Senior Developer work
Mar 9, 2026
8h1 session
12:00 PMBug FixModerate
Spark Academy-Performed 14-issue consultant review of Homepage HTML
-Fixed truncated blocks, CSS centering, RTL accessibility hack (replaced with CSS order)
-Added GTM data-cta attributes to all 19 clickable elements
-Fixed Cloudflare email obfuscation artifact
-Added skip link, print stylesheet, scroll-margin-top, font-display swap notes
-Removed all inline styles, introduced CSS variable for consistency
-Generated continuation prompt for next-session handoff
frontendaccessibilityquality-assurancecss
8h of Senior Developer work
Mar 11, 2026
120h3 sessions
12:00 PMFeatureModerate
Spark Academy-Wrote Thank-You Pages & Confirmation Emails copy deck (6 copy elements across both funnels)
-Wrote Consulting Thank-You copy deck with professional register
-Applied Vocabulary Firewall across all post-conversion touchpoints
-Resolved /thank-you/ vs /tour-confirmed/ URL discrepancy
copywritingconversionemail
8h of Content Writer work
12:00 PMFeatureArchitectural
Spark Academy-Built Consulting Services WordPress HTML blocks (9 blocks, 1,079 lines)
-Built Dr. Peterson Founder Hub WordPress HTML blocks (10 blocks, 1,351 lines)
-Built Blog Hub WordPress HTML blocks (9 blocks, 1,026 lines) with vanilla JS filter logic
-Built Tour Confirmed thank-you page HTML blocks (5 blocks)
-Built Consulting Thank-You page HTML blocks (5 blocks)
-Built FAQ page WordPress HTML blocks (11 blocks, 1,457 lines, 46 Q&As)
-Built Purposeful Play Framework WordPress HTML blocks (15 blocks, 1,801 lines)
-Built Schedule a Tour WordPress HTML blocks (9 blocks, 1,307 lines)
-Built Answer Hub WordPress HTML blocks (14 blocks, 2,419 lines, 11 data tables)
frontendcssresponsivewordpresshtmljavascript
64h of Senior Developer work
12:00 PMFeatureArchitectural
Spark Academy-Built Kindergarten Prep WordPress HTML blocks (10 blocks)
-Built 4's Preschool WordPress HTML blocks (11 blocks, 1,560 lines)
-Built After-School Enrichment WordPress HTML blocks (10 blocks, 1,269 lines)
-Built Summer Camp WordPress HTML blocks (10 blocks)
-Built Discovery Station WordPress HTML blocks (11 blocks, 1,495 lines)
-Built Kindergarten WordPress HTML blocks (11 blocks, 1,468 lines)
-Each with full responsive breakpoints, GTM tracking, FAQ accordions, updateable content markers
frontendcssresponsivewordpresshtml
48h of Senior Developer work
Mar 12, 2026
20h3 sessions
12:00 PMDocsRoutine
Spark Academy-Established photography pipeline (HEIC → WebP via ImageMagick + pillow-heif)
-Walked through Mac photo export workflow for Michelle
-Confirmed JPEG as interim format, WebP as Phase 5 target
photographyimage-processing
2h of Junior Developer work
12:00 PMFeatureModerate
Spark Academy-Conducted Have a Question UX audit across all 5 built HTML pages
-Identified messaging mismatch (user clicks 'Have a Question' → lands on 'Not Ready to Tour')
-Created comprehensive UX Redesign Spec covering every current and planned page
-Fixed 3's Preschool inline form routing, anchor IDs, and micro-copy
-Established inline embed approach as standard (smooth-scroll, no page navigation)
uxconversionfrontend
8h of UX/UI Designer work
12:00 PMDesignModerate
Spark Academy-Redesigned program cards with gradient headers + age callouts (Homepage + Programs Overview)
-Locked all card colors to Morning Mist palette after Dr. Peterson feedback
-Assigned program gradient colors: Fresh 3's=Gold, 3's=Teal, 4's=Sage, K-Prep=Deep Teal, K=Warm Teal
-Redesigned Programs Overview bottom CTA to dual-path (Still Exploring? + Have a Question?)
-Reframed phone CTA to set voicemail expectations
frontenddesignuxresponsive
10h of Senior Developer work
Mar 17, 2026
10h1 session
12:00 PMStrategyModerate
Spark Academy-Built Photography Strategy document consolidating 27 unique shots from 15+ copy decks
-Created two-track system (Michelle for candids, professional for hero/portraits)
-Produced iPhone settings guide and Lightroom warm tone correction values
-Built photo reuse map showing which assets serve multiple pages
-Debugged Google Photos vs Google Drive compression pipeline
-Confirmed full-resolution 4032×3024 HEIC pipeline working
-Assessed Michelle's test photos against Brand Guide standards
photographystrategydocsimage-processing
10h of UX/UI Designer work
Mar 18, 2026
20h1 session
12:00 PMFeatureComplex
Spark Academy-Designed complete enrollment availability tracking system
-Solved M-F enrollment overlap calculation logic across program groups
-Built Google Sheets enrollment tracker (Excel) with 3 tabs and auto-calculating formulas
-Created HTML mockup showing 3 urgency tiers (sage/gold/red) with pulsing animations
-Produced 17-page implementation guide with JavaScript CSV parser
-Documented WordPress integration, GTM tracking, and testing checklist
featurejavascriptspreadsheetfrontenddocs
20h of Senior Developer work
Mar 19, 2026
32h3 sessions
12:00 PMFeatureModerate
Spark Academy-Produced multiple copy revisions per Michelle's feedback
-K-Prep: tagline alternatives, building security rewrite, third path for homeschool families
-3's Preschool: corrected upgrade path language throughout
-Summer Camp: revised weekly rate structure across multiple iterations
-Discovery Station: replaced parent-stay invitation with drop-off value copy
-FAQ: rewrote 'Is Spark Academy a daycare?' answer
copywritingrevisionclient-feedback
8h of Content Writer work
12:00 PMDesignComplex
Spark Academy-Mapped top 10 parent navigation paths through website
-Built interactive Sankey flow diagram (React) for navigation analysis
-Designed UI color strategy overhaul by funnel zone (5 zones)
-Matched zones to starburst colors from original KJ Creative logo
-Created 21-page color scheme guide with Co-Work implementation scripts
-Discovered and established that short palette-focused Co-Work prompts outperform detailed scripts
uxdesigncolor-systemfrontend
16h of UX/UI Designer work
12:00 PMStrategyModerate
Spark Academy-Researched and debunked AI content SEO penalty concerns with evidence
-Created AI Writing Tells Reference Guide (12 patterns with Spark-specific examples)
-Built self-contained audit prompt for checking copy against AI writing tells
-Linked each pattern back to Dr. Peterson's documented natural voice
seocontent-strategyquality-assurance
8h of SEO Specialist work
Mar 20, 2026
6h1 session
12:00 PMFeatureModerate
Spark Academy-Processed Dr. Peterson headshot photos (background removal via OpenCV GrabCut)
-Generated 15 responsive WebP files across 3 tiers × 5 breakpoints
-Produced usage guide with srcset/picture element markup and CSS styling
-Rewrote open-door policy copy fixing security messaging ('no locked doors' → entry protocol)
image-processingresponsivepython
6h of Junior Developer work
Mar 23, 2026
20h1 session
12:00 PMFeatureComplex
Spark Academy-Initial commit: Spark Academy website - 20 pages, blog system, Eleventy + Cloudflare Pages
-SEO optimization: keyword-targeted meta tags, URL restructure, structured data
-SEO: secondary keywords in body copy + FAQPage schema (43 questions)
-Add form submission system with Cloudflare Workers + Resend
-Remove Workers-specific files (now using Cloudflare Pages)
-Temp: route all form emails to [email protected] for testing
blogdeploymentseostructured-dataformsjavascriptcss
20h of Junior Developer work
Mar 24, 2026
69h2 sessions
12:00 PMDevOpsModerate
Spark Academy-Created CLAUDE.md context file for Claude Code (3 iterations refining scope)
-Established narrative-focused approach: what/why only, not technical prescriptions
-Selected Web3Forms for static site contact forms
-Adapted project from WordPress/WP Engine to Cloudflare Pages + Eleventy
devopsarchitecturedocs
6h of Senior Developer work
12:00 PMBug FixArchitectural
Spark Academy-fix: restore page-specific CSS stripped during HTML-to-Eleventy conversion
-feat: complete photo overhaul — 48 SEO-named photos, local hosting, zero duplicates
-feat: replace text logo with SVG wordmark in nav and footer
cssseoimagesnavigationbrandingblog
63h of Junior Developer work
Mar 25, 2026
129h4 sessions
12:00 PMDevOpsComplex
Spark Academy-Created Blog Dual-Funnel Build Brief adapted for Eleventy static site
-Rewrote from client-side JS filter to three separate Eleventy listing pages
-Included collection definitions, shared partial spec, conditional CTA logic
-Built GA4 Tracking Implementation Prompt adapted for static site (no WordPress)
-Specified 13 custom events, page metadata mapping, form tracking for Web3Forms
-Site launched live at sparkacademymorton.com
-Provided cache-clearing instructions for Dr. Peterson (Safari + Chrome, iPhone + MacBook)
devopsanalyticseleventylaunch
14h of Senior Developer work
12:00 PMFeatureComplex
Spark Academy-Wrote 'Daycare vs Preschool' blog post copy deck (cornerstone, 9,000/mo target)
-Wrote 'When Should Child Start Preschool' blog post copy deck (20,000/mo target)
-Wrote 'Play-Based Curriculum Meets Standards' educator copy deck (consulting funnel)
-Wrote 'What Does an ECE Consultant Do' copy deck (consulting funnel anchor)
-Each with full SEO metadata, internal links, voice-appropriate CTAs, open items for Dr. Peterson
blogcopywritingseocontent-strategy
24h of Content Writer work
12:00 PMStrategyComplex
Spark Academy-Compiled ~6,000-word research document for 'Daycare vs Preschool' blog post
-Compiled ~6,000-word research document for 'When Should Child Start Preschool'
-Compiled deep research for 'Play-Based Curriculum Meets Standards' educator article
-Compiled ~6,000-word research for 'What Does an ECE Consultant Do' article
-Each includes peer-reviewed studies, competitor audit, cost data, parent language analysis
researchblogdata-gatheringcompetitive-analysis
32h of Data Analyst work
12:00 PMBug FixArchitectural
Spark Academy-feat: dual-funnel blog, SEO titles, reCAPTCHA, go-live prep
-fix: correct site URL to sparkacademymorton.com, lower reCAPTCHA threshold
-fix: add CSP headers to allow reCAPTCHA and Google Analytics
-feat: add GA4 Measurement ID G-4NN5QZCZP3
-fix: remove CSP that was blocking reCAPTCHA on mobile
-fix: first tap on Programs expands dropdown on mobile, second tap navigates
-fix: prevent images from overflowing on mobile, add global box-sizing
-fix: mobile layout improvements — hero ordering, photo overflow, nav button
-fix: mobile nav dropdown, accent dots, remove duplicate nav item
-fix: inline dropdown chevron and fix first-tap bug on mobile nav
-fix: rotate upside-down theater costume photo on afterschool page
-fix: rotate upside-down STEM minerals photo on discovery station page
-fix: remove visible developer note from discovery station page
-fix: replace upside-down discovery station photos with correctly oriented versions
-fix: adjust hero image crop on discovery station to show child's face on desktop
-feat: add default OG share image for iMessage and social link previews
-feat: add Spark S logomark favicon for browser tabs and bookmarks
-feat: implement complete GA4 tracking with 13 custom events
-feat: add register_now_click conversion event for Google Form registration
-fix: standardize bottom section order across Discovery Station, Summer Camp, and After-School
-feat: add Facebook/Instagram to footer, split programs into two columns
-feat: add 301 redirects for old Pixpa URLs
-fix: add missing name attributes to question forms on 3 pages
-perf: add font preconnect hints and compress hero images
seoblogsecurityanalyticsmobilenavigationimagescss
59h of Junior Developer work