Most quotes are written before anyone has read the code. That is how projects end up with a fixed price and a moving scope, and how the awkward conversation gets postponed to the worst possible moment.
Shape week is one week of reading: the current site, the analytics, the brand, the content, and whatever the team already knows but has not written down. It ends with a scoped plan, a dated schedule and a clickable prototype of the screen that matters most.
It is included in the build price, and it answers the two questions a client actually has. Is this the right shape? And what will it really take?
The useful side effect is that the plan is portable. If you take it to another builder, you are not starting from zero. I would rather compete on the work than on holding the plan hostage.