For [Ideal Client] who struggle with [Problem], [Brand] is the [Category] that delivers [Transformation]
[Why the usual approach falls short]
[Why the usual approach falls short]
[Why the usual approach falls short]
[Specific result], in the client's words
[Why I built this], in the founder's words
The value proposition, shortened and value-led. It leads with the outcome, not a topic label, because stating the value is the headline's first job. Verb like "achieve" dropped unless the outcome needs it. [Brand] never appears — that's the logo's job.
It pairs with the title tag, the line shown in search results, written for the click.
Build the H1 around the researched term, never blind-swap. One keyword always, two maximum — and only when both are genuinely central, as one natural phrase ("therapy for pregnancy loss"). If the second won't sit in the transformation, it goes in the offer instead. Never force a third; readability always wins.
Shown, not shouted. Three to six marks.
The header states the thesis once — problem, difference, outcome. Underneath, one row per pain: the pain against why the usual approach falls short. No competitor named — the contrast is with the common approach, not a rival. The differentiator sits in the header, not repeated in the rows.
Leads with the category keyword; drops [Brand] so it doesn't repeat the hero.
Optional. Expands the outcome for the client in one line — the transformation in plain terms.
Optional. Delivers the values as felt experience ("you'll feel X"), not described ("we believe X") — the About page holds the described version.
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.
Fallback "Questions, answered" on pages with no single action.
Meets them at the hesitation point, right after the offer. If the client gives an FAQ link, their real questions are the source of truth and Brandi only fills gaps; with no link, Brandi generates from pain points and offer terms. On secondary pages the questions are the real ones people searched for that page's keyword. Include a risk reversal — a guarantee, a free first step, a no-obligation call.
Centered on the page. Include when showing price builds trust — inline when simple, its own page when tiered.
Led by a genuinely helpful magnet, so the early ask is a gift, not a gate — it gives before it asks, and captures contacts before price can lose them. Community or VIP when belonging is the draw, Resources when it's content-led.
The slim bar later mirrors this format — each additional magnet as its description plus a download button. It shows only when there's more than one magnet; a single magnet already lives here.
The heading follows whatever the blog nav item is named, so page and menu match. Cards pull live from the blog. No blog or no posts yet — the section hides rather than show empty or fake cards.
The enduring brand line. It doesn't change per page and isn't there to get found. It's identity.
Beside the logo, in the footer, and one featured moment like this. Brands like theirs shown — just never in the H1's place.
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.