The SWATS Standard
Everything every Smart Website includes.
No tiers on the essentials. No asterisks.
This is the standard every SWATS site is held to — the best practices most agencies charge extra for, or skip entirely. Ten commitments, included on every site, at every price.
Enterprise-grade managed website hosting you never touch. We run the servers, the certificates and the backups — you never log into anything.
Every Smart Website is served from a global CDN (content delivery network), so pages load from the edge closest to your visitor. TLS certificates (SSL/HTTPS) issue and renew automatically with HSTS enforced. Uptime is monitored 24/7 against a 99.9% target, and daily automated backups mean your content is never one mistake away from gone. No cPanel, no PHP updates, no hosting bill to babysit.
Performance is enforced, not hoped for. Your site is tuned to Google's Core Web Vitals and held there on every change we ship.
That means Largest Contentful Paint (LCP) under 2.5 seconds, Interaction to Next Paint (INP) under 200 ms, and Cumulative Layout Shift (CLS) under 0.1. We get there with static pre-rendering, next-gen image formats (WebP/AVIF) with responsive sizing and lazy-loading, font preloading, and a hard performance budget checked on every single update — because page speed is a ranking factor and a conversion factor.
There is no WordPress to hack — no plugins, no admin login to brute-force, no attack surface waiting for its monthly patch.
Traffic passes through a web application firewall (WAF) with DDoS mitigation before it reaches your site. Everything is served over TLS, dependencies patch automatically, and the platform is monitored for malware and anomalies around the clock. The most common small-business hack — a stale plugin on a forgotten CMS — simply has nothing to attach to here.
Built clean for search from the first line of markup — not bolted on by a plugin after the fact.
Semantic HTML5 structure, schema.org structured data (Organization, LocalBusiness, Service and FAQ types), XML sitemaps, canonical URLs, Open Graph and Twitter cards, and clean crawlable routing. Local SEO hygiene is included: Google Business Profile alignment and consistent NAP (name, address, phone) across the web. Google Search Console and analytics are wired from day one, so rankings are measured, not guessed.
Most agencies optimize for Google. We also optimize for the engines people actually ask now — so the answer about your industry is you.
This is generative engine optimization (GEO): an llms.txt file that tells ChatGPT, Claude and Perplexity how to read and cite your site, entity-rich content, FAQ and HowTo schema, machine-readable page structure and ruthless semantic clarity. When someone asks an AI assistant for the best option in your category and your city, these are the signals that decide whether you get cited or skipped. Most of the industry isn't doing this yet — that's the point.
Built so everyone can use it — keyboard, screen reader, or reduced motion — which also means more customers and less legal exposure.
WCAG 2.2 AA-aligned: full keyboard navigation with visible focus states, descriptive alt text on imagery, AA color-contrast ratios, semantic landmarks and ARIA where it actually helps, and prefers-reduced-motion support throughout. Accessibility overlaps almost perfectly with good SEO — the same clean structure that helps a screen reader helps a crawler.
You see what's working without drowning in dashboards — we read the data so you don't have to.
Privacy-friendly analytics measure traffic, sources and conversions without harvesting personal data. The actions that matter to your business — calls, form sends, bookings — are tracked as goals. Every month you get a plain-English report: what traffic did, how fast the site stayed, what changed, and what we'd do next.
Your AI Account Manager plus a human team keep the site current. You send the change — we handle it.
Email is the interface: new photos, new hours, new pages, new features — if you can describe it, we ship it. Unlimited reasonable changes are included, every change passes the same performance and SEO checks as the original build, and the site is continuously monitored in between. No tickets, no queues, no dashboards.
Your domain, your content, your URL — exportable any time. No lock-in, no hostage negotiations.
The domain stays registered to you. Your content is exportable in standard formats whenever you ask. If you ever leave, everything goes with you — content, images, structure — and your URL doesn't miss a day. We keep clients with service, not switching costs.
The legal basics handled so you're not exposed — privacy, cookies and data handling done properly.
A real privacy policy, cookie consent where regulations require it, GDPR and CCPA-aware data handling, and the accessibility coverage above. The boring pages nobody reads until they matter — done right from launch.
Managed hosting & infrastructure
Enterprise-grade managed website hosting you never touch. We run the servers, the certificates and the backups — you never log into anything.
Every Smart Website is served from a global CDN (content delivery network), so pages load from the edge closest to your visitor. TLS certificates (SSL/HTTPS) issue and renew automatically with HSTS enforced. Uptime is monitored 24/7 against a 99.9% target, and daily automated backups mean your content is never one mistake away from gone. No cPanel, no PHP updates, no hosting bill to babysit.
Speed & Core Web Vitals
Performance is enforced, not hoped for. Your site is tuned to Google's Core Web Vitals and held there on every change we ship.
That means Largest Contentful Paint (LCP) under 2.5 seconds, Interaction to Next Paint (INP) under 200 ms, and Cumulative Layout Shift (CLS) under 0.1. We get there with static pre-rendering, next-gen image formats (WebP/AVIF) with responsive sizing and lazy-loading, font preloading, and a hard performance budget checked on every single update — because page speed is a ranking factor and a conversion factor.
Security, handled
There is no WordPress to hack — no plugins, no admin login to brute-force, no attack surface waiting for its monthly patch.
Traffic passes through a web application firewall (WAF) with DDoS mitigation before it reaches your site. Everything is served over TLS, dependencies patch automatically, and the platform is monitored for malware and anomalies around the clock. The most common small-business hack — a stale plugin on a forgotten CMS — simply has nothing to attach to here.
Search engine optimization
Built clean for search from the first line of markup — not bolted on by a plugin after the fact.
Semantic HTML5 structure, schema.org structured data (Organization, LocalBusiness, Service and FAQ types), XML sitemaps, canonical URLs, Open Graph and Twitter cards, and clean crawlable routing. Local SEO hygiene is included: Google Business Profile alignment and consistent NAP (name, address, phone) across the web. Google Search Console and analytics are wired from day one, so rankings are measured, not guessed.
Answer-engine optimization
Most agencies optimize for Google. We also optimize for the engines people actually ask now — so the answer about your industry is you.
This is generative engine optimization (GEO): an llms.txt file that tells ChatGPT, Claude and Perplexity how to read and cite your site, entity-rich content, FAQ and HowTo schema, machine-readable page structure and ruthless semantic clarity. When someone asks an AI assistant for the best option in your category and your city, these are the signals that decide whether you get cited or skipped. Most of the industry isn't doing this yet — that's the point.
Accessible by default
Built so everyone can use it — keyboard, screen reader, or reduced motion — which also means more customers and less legal exposure.
WCAG 2.2 AA-aligned: full keyboard navigation with visible focus states, descriptive alt text on imagery, AA color-contrast ratios, semantic landmarks and ARIA where it actually helps, and prefers-reduced-motion support throughout. Accessibility overlaps almost perfectly with good SEO — the same clean structure that helps a screen reader helps a crawler.
Analytics & reporting
You see what's working without drowning in dashboards — we read the data so you don't have to.
Privacy-friendly analytics measure traffic, sources and conversions without harvesting personal data. The actions that matter to your business — calls, form sends, bookings — are tracked as goals. Every month you get a plain-English report: what traffic did, how fast the site stayed, what changed, and what we'd do next.
Ongoing care
Your AI Account Manager plus a human team keep the site current. You send the change — we handle it.
Email is the interface: new photos, new hours, new pages, new features — if you can describe it, we ship it. Unlimited reasonable changes are included, every change passes the same performance and SEO checks as the original build, and the site is continuously monitored in between. No tickets, no queues, no dashboards.
You own it
Your domain, your content, your URL — exportable any time. No lock-in, no hostage negotiations.
The domain stays registered to you. Your content is exportable in standard formats whenever you ask. If you ever leave, everything goes with you — content, images, structure — and your URL doesn't miss a day. We keep clients with service, not switching costs.
Compliance, covered
The legal basics handled so you're not exposed — privacy, cookies and data handling done properly.
A real privacy policy, cookie consent where regulations require it, GDPR and CCPA-aware data handling, and the accessibility coverage above. The boring pages nobody reads until they matter — done right from launch.