The Build Stage
Once the client was happy with the direction of the look and feel of the site, the build was started using knowledge of standard product marketing site design patterns.
The site was hosted on WP Engine which WP Engine comes with a free WordPress website theme builder framework called Genesis. Genesis was used to build the theme which is based on the Genesis starter theme. Lack of in-house developers and time constraints, it made sense to take this approach rather than creating a custom theme from scratch.
Another aspect of the build was using the WP Bakery WISYWIG page editor to build the page layouts. This plugin was new to me, but allows you to layout pages really easily once you get the hang of how it works.
Custom HTML was created by using a blank HTML doc that linked to the Genesis core stylesheet. These layouts were tested locally before being embedded into the WP Bakery page builder 'Raw HTML' widget.