Strategy & Execution

90-Day Implementation Roadmap: What to Do First, What to Do Later

Don't start with a full-site rebuild. Split the 90 days into three phases: fix the front-line pages first, then add evidence and structure, and finally build external presence and monitoring. Each phase has three tasks and one acceptance criterion.

90-Day Implementation Roadmap: What to Do First, What to Do Later

Bottom line first: 90 days is enough to see change, provided you only revise "front-line pages" and only fill in "missing evidence", without a full-site rebuild. Proceed in three phases, each with three tasks and one acceptance criterion.

Days 1–30: Define the messaging + fix front-line pages

  1. Define the messaging: Finalize the brand name, product name, and business scope in one sentence, and keep them consistent across the site and all external materials.
  2. List the problems: Write down the 20 questions that sales and customer service have repeatedly answered over the past three months.
  3. Fix 5 front-line pages: Pick one each from product pages, solution pages, FAQ, comparison pages, and case study pages, and rewrite them in the style described in this article (conclusion first, one point per paragraph).

Acceptance criterion: The first 120 characters of these 5 pages directly answer the question in the title; any paragraph still holds up when taken out of context.

Days 31–60: Add evidence + add structure

  1. Add evidence: Add author/institution, data sources, real cases, and applicable boundaries to core pages.
  2. Add structured data: Add corresponding schema to product pages, article pages, and FAQ.
  3. Fix the update-time mechanism: Important pages have a visible update date, and factual content has a version.

Acceptance criterion: Sample 3 pages for a 20-item self-check, with no more than 3 missing items.

Days 61–90: External + monitoring

  1. External consistency: Align the brand messaging on WeChat official accounts, industry media, and communities with the official website.
  2. Build monitoring: Fix 20 questions, ask them once a week, and record mentions and tone.
  3. Build attribution: Add "How did you find us?" to the inquiry form, with "AI assistant" as an option.

Acceptance criterion: Four consecutive weeks of records, and you can state "how many times we were mentioned among these 20 questions, and in what tone".

Beyond the three phases: three things not to do

  • Don't do a full-site rebuild — slow returns, high risk, easy to abandon halfway.
  • Don't run external campaigns before fixing the official website — you can't handle the traffic when it comes, and you can't handle the trust either.
  • Don't use click-through rate as the acceptance metric — this is inherently disadvantageous in AI search and will lead to wrong conclusions.

What you should have by Day 90

Not rankings, but three things: a finalized set of messaging, 5 to 10 pages that can be cited, and four weeks of monitoring records. These three are the foundation for all subsequent work.

Related reading: How to prioritize long-tail questions, 20-item self-check list.