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Tropical Wave Global

How We Work

Problem, conversation, diagnosis, solution.

Discover. Diagnose. Plan. Build and improve. Launch. Grow. Whether you have an idea, a half-built product, an AI-generated site or a website that isn't working, the work begins with understanding what's actually true.

Two ways in. One process.

Some people arrive needing a new website. Others arrive with a website that's broken, slow or confusing and no idea why. That second group matters just as much to us, and the process begins with diagnosis rather than a sales pitch. Choose where you're starting and the steps below adapt.

  1. Step 1Week 1

    Discover

    Understand the business.

    Before we look at a single page, we want to understand what your business does, who it serves, how customers find you, and what a good outcome looks like. Technology decisions get worse when they're made before this.

    For a new website

    What the site must achieve, who it's for, what content exists and what integrations it needs.

    • A no-pressure conversation about the business, customers and goals
    • Review of what exists: site, profiles, tracking, ads, social
    • Clarify constraints: timeline, budget range, who maintains what
    DeliverableA shared, written understanding of the problem and the goal
  2. Step 2Week 1–2

    Diagnose

    Find where the problem actually is.

    Diagnosis is the stage most agencies skip. We measure and inspect the real situation (performance, errors, structure, security basics, search visibility, tracking) so recommendations rest on evidence rather than assumptions.

    For a new website

    Audit competitors and any existing assets, define the conversion paths and technical requirements.

    • Technical audit: speed, errors, structure, security basics
    • Search and AI-visibility check: how you appear in Google, the Map Pack and AI assistants
    • Conversion and tracking review: what's measured, what's missing, what's wrong
    DeliverableA written, plain-English diagnosis: findings ranked by impact, not a jargon dump
  3. Step 3Week 2

    Plan

    Decide the right approach.

    The diagnosis becomes a prioritised plan. Fix, improve, add, rebuild or leave alone: we recommend the smallest thing that solves the problem properly, say what we considered and rejected, and agree scope before any work begins.

    For a new website

    Platform choice, site structure, content plan, integrations and launch plan.

    • Decide between fixing, improving, extending or rebuilding, with reasons
    • Prioritise by impact against effort
    • Agree scope, success measures and how the work will be reviewed
    DeliverableA written proposal: what we'd do, what we wouldn't, and why
  4. Step 4Weeks 2–6 (scope-dependent)

    Build & improve

    Build, fix or improve what matters.

    The actual work, whichever stage it sits at: fixing, building, connecting systems, setting up search and tracking, all staged so you see it before it ships. When your growth problem needs technology, we can build it.

    For a new website

    Design and build around your highest-value conversion paths first, then layer in content.

    • Development in staging, reviewed at agreed checkpoints
    • Search structure, metadata and structured data built in
    • Tracking and conversion events implemented and tested
    DeliverableWork-in-progress access: you see it before it ships, not after
  5. Step 5Final week

    Launch

    Get it live, securely.

    Launch is more than a button. Redirects, tracking, forms, performance and mobile behaviour are checked before and after going live, and we watch what happens next.

    For a new website

    DNS, redirects from any old site, analytics and Search Console connected, forms tested.

    • Cross-device, performance and accessibility checks
    • Redirects and migration checks where URLs change
    • Tracking and form delivery verified end to end
    DeliverableA signed-off launch checklist, and a post-launch watch on errors and search data
  6. Step 6Ongoing, only if warranted

    Grow

    Measure, learn and keep improving.

    The work doesn't have to end at launch, but it doesn't have to become a retainer either. We connect website, search, AI, social, advertising and data, report in a format you can read in five minutes, recommend the next most valuable improvement, and stay out of your way if nothing needs doing.

    For a new website

    Watch real behaviour, then improve content, conversion and search visibility.

    • Reporting tied to the goals agreed at the start
    • Improvement proposals with reasoning, not just a new invoice
    • Maintenance scoped to actual risk and rate of change
    DeliverableA recurring report you can read in five minutes, or nothing, if nothing is needed
Stylus drawing website wireframes on a tablet

Same Standard, Every Time

It doesn't change by service line

Discover, diagnose, strategise, build, launch, improve, whether it's a new website, maintenance on an existing one, a new feature, a search visibility push, a content calendar or a paid campaign.

Start with what isn't working.

Discovery and diagnosis come first, before anyone talks about a solution or a price.

Figure out your next step