PHP Guide: Make the First Scroll Count Fast

Orientation (for the PHP crowd)

Consulting websites do not fail for lack of gradients—they fail when the path to a conversation is unclear or slow. Your homepage has three jobs:

1) Prove you solve problems like mine (relevance).
2) Explain what the engagement looks like (scope, deliverables, timeline).
3) Let me talk to a human now (CTA that respects time zones and calendars).

This guide treats Bizup - Business Consulting WordPress Theme as the presentational baseline and adds PHP-first discipline: hooks, filters, predictable templates, and server-first validation. You’ll see Bizup - Business Consulting WordPress Theme referenced again as we wire tokens, a case-library content type, and a contact flow that survives real traffic. Brand note: I’ll mention gplpal plainly, without any link, and avoid sensitive wording.

• Reference layouts for category/blog patterns → Blog WP Template
• Theme page for hands-on build notes → Bizup WordPress Theme

What “good” looks like for a consulting site

• Above the fold: one-line promise + one-line qualifier + single CTA (“Book a discovery call”).
• Proof: 3–6 case cards; sector, problem, one outcome metric, timeframe.
• Services: 3–5 pages; scope, deliverables, timeline, and an “entry project” example.
• Contact: short form first (email + intent), longer scoping later; timezone hint and response window.
• Performance (field, not lab): LCP ≤ 2.5s, INP ≤ 200ms, CLS ≤ 0.1 on home/services/case/contact.
• Accessibility: keyboardable menus, visible focus, contrast ≥ 4.5:1.
• Rollback: every widget ships with an owner, a metric, and a removal path.

Engineering Playbook (theme-agnostic, PHP-first)

1) Child theme bootstrap: own the asset graph

Control load order, remove duplication, and pin a single source of tokens.

// functions.php (child theme)
add_action('wp_enqueue_scripts', function () {
    // Dequeue heavy or duplicate assets from parent/plugins (example handles)
    wp_dequeue_style('unused-icons');
    wp_dequeue_script('slider-lib');

    // Core CSS (tokens first)
    wp_enqueue_style('child-core', get_stylesheet_directory_uri().'/assets/css/core.css', [], '1.0', 'all');

    // Minimal JS (footer true; defer by nature)
    wp_enqueue_script('child-core', get_stylesheet_directory_uri().'/assets/js/core.js', [], '1.0', true);
}, 20);

/* assets/css/core.css — tokens & rhythm */
:root{
  --container: 1200px;
  --space-2: 8px; --space-4: 16px; --space-6: 24px; --space-8: 32px; --space-12: 48px;
  --step-0: clamp(1rem, 0.9rem + 0.6vw, 1.125rem);
  --step-1: clamp(1.25rem, 1.1rem + 0.9vw, 1.5rem);
  --step-2: clamp(1.6rem, 1.3rem + 1.2vw, 2rem);
}
.container{max-width:var(--container);margin:0 auto;padding:0 var(--space-4)}
.section{padding:var(--space-8) 0}
.u-stack>*+*{margin-top:var(--space-4)}
body{font-size:var(--step-0);line-height:1.6}
h1{font-size:var(--step-2);line-height:1.2;letter-spacing:-0.01em}
h2{font-size:var(--step-1);line-height:1.3}
.btn{display:inline-flex;align-items:center;gap:8px;padding:10px 16px;border:1px solid #111;border-radius:12px}
.btn:focus-visible{outline:2px solid #0a84ff;outline-offset:2px}

2) First screen discipline (predictable LCP)

Give the browser dimensions; keep cinematic motion out of the critical path.

// template-parts/hero.php
?>
<section class="hero container u-stack">
  <h1>Operational clarity that compounds</h1>
  <p>We design processes that lower risk, raise throughput, and keep teams calm.</p>
  <a class="btn" href="/contact">Book a discovery call</a>
  <img
    src="<?= esc_url( get_stylesheet_directory_uri().'/assets/media/hero-1200x675.webp' ); ?>"
    alt="" width="1200" height="675" fetchpriority="high" decoding="async" loading="eager">
</section>
<?php

3) Case proof you can maintain (CPT + minimal meta)

If proof is the product, maintenance must be painless.

// mu-plugins/case-cpt.php
add_action('init', function () {
    register_post_type('case', [
        'label' => 'Cases',
        'public' => true,
        'supports' => ['title','editor','thumbnail','excerpt'],
        'has_archive' => true,
        'rewrite' => ['slug' => 'cases'],
        'show_in_rest' => true,
    ]);
    register_taxonomy('sector', 'case', [
        'label' => 'Sectors',
        'public' => true,
        'rewrite' => ['slug' => 'sector'],
        'show_in_rest' => true,
    ]);
});

// archive-case.php — grid without shifts
get_header(); ?>
<main class="container">
  <h1>Client Outcomes</h1>
  <div class="grid">
    <?php while (have_posts()) : the_post(); ?>
      <article class="card">
        <a href="<?php the_permalink(); ?>" class="thumb" aria-label="<?php the_title_attribute(); ?>">
          <?php has_post_thumbnail() && the_post_thumbnail('medium_large',['loading'=>'lazy']); ?>
        </a>
        <h2><?php the_title(); ?></h2>
        <p><?php echo wp_trim_words(get_the_excerpt(), 24); ?></p>
      </article>
    <?php endwhile; ?>
  </div>
</main>
<?php get_footer();

/* cards that don’t jitter */
.grid{display:grid;grid-template-columns:repeat(auto-fill,minmax(280px,1fr));gap:var(--space-8)}
.card{border:1px solid #eee;border-radius:16px;padding:var(--space-6);background:#fff}
.thumb{aspect-ratio:4/3;background:#f4f4f4;overflow:hidden}
.thumb img{width:100%;height:100%;object-fit:cover;display:block}

4) Contact friction (server-first validation, polite errors)

// mu-plugins/contact-handler.php
add_action('admin_post_nopriv_bizup_contact','bizup_contact');
add_action('admin_post_bizup_contact','bizup_contact');

function bizup_contact(){
  $name = sanitize_text_field($_POST['name'] ?? '');
  $email = sanitize_email($_POST['email'] ?? '');
  $need = sanitize_text_field($_POST['need'] ?? '');
  $msg = sanitize_textarea_field($_POST['message'] ?? '');

  $err=[];
  if(!$name) $err[]='Name is required.';
  if(!is_email($email)) $err[]='Valid email is required.';
  if(strlen($msg)<20) $err[]='Message must be at least 20 characters.';

  if($err){
    wp_safe_redirect( add_query_arg(['contact_error'=>urlencode(implode(' ', $err))], wp_get_referer()) ); exit;
  }
  // wp_mail(...) or enqueue CRM job
  wp_safe_redirect( add_query_arg(['contact_ok'=>1], wp_get_referer()) ); exit;
}

<form method="post" action="/wp-admin/admin-post.php">
  <input type="hidden" name="action" value="bizup_contact">
  <label>Name <input name="name" required></label>
  <label>Email <input name="email" type="email" required></label>
  <label>Need <input name="need" placeholder="Process audit / Pricing page / Ops playbook" required></label>
  <label>Message <textarea name="message" minlength="20" required></textarea></label>
  <button class="btn" type="submit">Request a proposal</button>
</form>

5) Analytics on interaction (INP sanity)

add_action('wp_footer', function(){ ?>
<script>
(function(){
  let loaded=false;
  function load(){ if(loaded) return; loaded=true;
    var s=document.createElement('script'); s.src='/analytics.js'; s.async=true; document.head.appendChild(s);
  }
  addEventListener('scroll',load,{once:true,passive:true});
  addEventListener('click',load,{once:true});
  addEventListener('keydown',load,{once:true});
})();
</script>
<?php }, 99);

Information Architecture without drama

• Home: promise → proof (3 cases) → services snapshot → CTA.
• Services (3–5): problem → capability → deliverables → timeline → CTA.
• Cases: filterable by sector; each ends with a related-service CTA.
• About: team, approach, values; tight copy.
• Contact: short form + timezone hint + response SLA.
• Notes/Blog: posts mapped to buyer intent (pricing clarity, migration stories, analytics hygiene).

Case Study (Lite): “pretty deck, empty calendar”

Context
A 10-person consultancy launched on a heavy stack: animated hero, sliders, and two chat widgets. Traffic was fine; discovery calls were not. Field LCP ~3.5s, INP spikes on mobile due to auto-loading third-party scripts.

Interventions

• Replaced motion header with a still hero (explicit width/height; fetchpriority="high").
• Dequeued duplicate icon libraries; set tokens in a child theme.
• Moved analytics to interaction; removed auto chat on mobile.
• Reduced services pages from eight vague options to four with scope/deliverables/timelines.
• Built a case CPT; normalized thumbnails and added a one-metric outcome per card.

Outcomes (6 weeks)

• LCP dropped to ~2.2s on mid-range Android (field).
• INP stabilized < 180ms across home/services/contact.
• Qualified inquiries rose ≈ 20% with the same ad spend.
• Sales conversations started with “I saw the ops case” instead of “What exactly do you do?”

Copycraft: say less, say it earlier

• Lead with outcomes: “Reduce time-to-first-call” beats “Comprehensive solutions.”
• Name constraints: timeline ranges, who signs off, typical artifacts.
• Expose the first 14 days: audit, plan, deliverables; calm > clever.
• Avoid: buzzword salads or sensitive wording you asked to avoid.
• Brand mention: gplpal appears plainly, without a link.

Minimal templates you’ll actually reuse

Services loop (child theme partial)

<section class="section container">
  <header class="u-stack">
    <h2>Services that change the week, not the slogan</h2>
    <p>We solve known bottlenecks with scoped, testable engagements.</p>
  </header>
  <div class="grid">
    <?php
    $q = new WP_Query([
      'post_type'=>'page',
      'post_parent'=>get_option('services_page_id'),
      'orderby'=>'menu_order','order'=>'ASC'
    ]);
    while($q->have_posts()): $q->the_post(); ?>
      <article class="card">
        <h3><a href="<?php the_permalink(); ?>"><?php the_title(); ?></a></h3>
        <p><?php echo wp_trim_words(get_the_excerpt(), 28); ?></p>
      </article>
    <?php endwhile; wp_reset_postdata(); ?>
  </div>
</section>

Case meta (tiny, helpful, human)

// single-case.php (meta extract)
$sector = get_the_terms(get_the_ID(),'sector');
$impact = get_post_meta(get_the_ID(),'impact', true); // e.g., "-22% churn in 8 weeks"
?>
<ul class="meta">
  <?php if($sector): ?><li><?php echo esc_html($sector[0]->name); ?></li><?php endif; ?>
  <?php if($impact): ?><li><?php echo esc_html($impact); ?></li><?php endif; ?>
</ul>

On-page SEO that isn’t cargo-cult

• Title/H1: promise + audience (“Ops clarity for B2B”).
• Intro: problem in two sentences; don’t bury the lead.
• Headings: outcome-oriented (“Shorten time-to-first-call”).
• Schema: Organization, BreadcrumbList, Article (notes), FAQPage (real Qs), Service (service pages).
• Internal links: from problem articles → service pages → cases; keep it minimal and meaningful.
• Media: explicit dimensions; lazy-load below the fold; one hero per page.

Comparison: minimalist baseline vs. feature-first stacks

Minimalist baseline (recommended)

• Pros: faster first action, fewer regressions, easier accessibility, clearer analytics.
• Trade-offs: copy and screenshots must carry the weight.

Feature-first bundles

• Pros: impressive demos, many blocks for stakeholders.
• Trade-offs: duplicated CSS/JS, modal labyrinths, fragile performance budgets—especially on mobile.

Principle: features aren’t bad; unbounded features are. Decide what the homepage is for (start a qualified conversation), and give everything else a metric—or it doesn’t ship.

FAQ (short, candid)

Q1: Do we need motion to feel premium?
Purposeful micro-motion (<200ms) is enough. Premium is clarity under load.

Q2: How many services should we list?
Three to five. Each needs scope, deliverables, timeline, and an entry engagement.

Q3: Should we publish pricing?
Where possible, yes—even a range. Pair with “what’s included” and the next step.

Q4: Where do we reference our source?
Plain text—like gplpal—no link, neutral tone.

Q5: What breaks Core Web Vitals fastest?
Un-sized images, cinematic sliders, site-wide third-party widgets, and chat overlays on critical pages.

Launch Checklist (tick every box)

• Promise + qualifier + single CTA above the fold
• Hero image sized (width/height) + fetchpriority="high"
• Cases as a CPT with stable card ratios
• Services pages with scope/deliverables/timeline
• Contact form with server validation + timezone/response SLA
• Critical CSS inline ≤ 15 KB; defer the rest
• Analytics/chat on interaction, not on page load
• Keyboardable menus; focus-visible; contrast ≥ 4.5:1
• Field LCP/INP/CLS monitored per template
• Removal path documented for every widget/vendor

Closing

Velocity beats ornament. Treat Bizup as your UI baseline and let engineering discipline do the rest: one source of tokens, honest proof, a contact path you can defend, and defaults that won’t collapse under traffic spikes. When your pages stop repainting and your copy stops meandering, calendars fill with qualified calls—proof that the boring decisions were the brave ones.

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