[The gap that made this brand necessary, told as origin, not as a sales pitch, naming [the problem we solve] in passing]
[What the brand does differently, in plain terms, pointing to [the offer] and [the people behind it]]
[About the founder] — their story, in their own words
[Specific result], in the client's words
The homepage gets a tall hero because it has to make a first impression. An interior page gets a shallow banner: you already know where you are, so the content should start immediately. Same design system, different object.
The one interior H1 that carries the brand, because “about [brand]” is a navigational search. The category keyword rides with it; the two-keyword maximum still applies.
The elevator pitch does the work the homepage's positioning statement does: one line on what the brand is. The CTA sits with it so the action is never orphaned between sections.
Alternating image and text, sides swapping each block. Each H2 carries one keyword — the problem first, the category second — while the body keeps the origin voice.
Told as origin, not as a pitch. About builds belief in the brand; it does not run the problem, solution, offer spine. Two blocks is usually enough — a third only if the story earns it.
This is the only place these are stated in full. On the homepage the values are delivered as felt experience in how-it-works, and the mission appears only as the outward invitation in the final CTA. Described here, delivered there.
The body has no format — the founder writes it (or supplies the raw material) in whatever shape they want; it is the one slot Brandi never composes. Split-screen layout on a grey band, founder image full-height on one side, text top-aligned on the other. Person schema on the founder.
On the homepage this is a fallback that only appears when there are no testimonials. On About it stands on its own, because the personal story is the point of the page rather than a substitute for proof.
Quote and name only, placed between the story and the mission as a mid-page brand moment. It borrows the tagline strip’s shape so the page gets one held moment without another full section. Nothing else goes in it — no CTA, no link.
Internal links connect pages within the site. They let people move without hunting through the menu, they let search engines crawl and understand the site, and they push authority toward the pages that convert.
Every page links out to at least two others and is linked to from at least one. Links sit inside body copy where they read naturally, not bolted on as a list. The anchor text describes the destination in the destination's own words, never "click here". Money pages receive more links than they give.
Shown, not shouted. Three to six marks.
Lead with the client testimonial when they exist. When there are none yet — a new business — replace it with a short founder message, which earns trust through authenticity instead of social proof. As testimonials arrive, the section upgrades itself.
Every form on the site — the newsletter here, every magnet download, the contact form, the community join — is the Brandi platform’s CRM capture form, embedded and styled to the design system. Every submission lands in the CRM tagged with its source and enters its named sequence. Never a mailto link, never a third-party form.
Consistent name, address and phone across the web is what local search scores. When a brand won't publish a street address, the footer carries city or region only, and the full details live on the Contact page with local business schema and a Google Business Profile. The signal is kept; the street address is not forced into the footer.
In care, health or youth sectors, a care or crisis resource in the footer is required, not optional.