[Policy or utility page name]

One template for every page that exists for duty rather than discovery: Privacy, Terms, Cookie Preferences, Do-Not-Sell, the sector [Industry Policy], the standalone FAQs and the sitemap page. Footer-linked only, never keyworded, no final CTA.

Plain language wherever the law allows — a policy a client’s customer can actually read is itself a trust signal. The type runs at document scale, deliberately smaller than the site’s voice: it signals “this is the formal record” without becoming unreadable small print — body ~13px with a generous line height, section headings barely larger. The H1 carries the policy name alone; the brand appears as the legal entity in the opening line, where it is legally load-bearing. Heading ladder still applies (one H1, H2 per section) for accessibility, not for search. The sitemap-page variant is this template with a page list as the body.

Practical, customer-service questions only, grouped by theme, sourced from the client’s own FAQ set. The keyword-led searched questions stay on their own pages — FAQPage schema is never duplicated. Every answer links on to the page that acts on it, so questions end in action.

Five to seven items. About and Community open dropdowns. Community’s Resource Library, Guides and Events are sections of the Community page — the dropdown jumps straight to them — and show only when the client has that content. Hiring and shop live on external platforms (ATS, storefront) linked from the footer. Lower-intent links go to the footer, not the bar.

Logo top-left with the enduring tagline beneath it. The tagline is never the H1 — the H1 is page-specific, the tagline is not.

One colour, used only on CTA buttons so it always signals "action". It must contrast strongly with the page and stand out — ideally a colour used nowhere else on the site. Warm, high-contrast hues (orange, green, a confident blue) tend to convert best, but the exact hue matters less than that it pops, stays consistent, and passes contrast for legibility.

Switched on by the client's model, not shown in the bar by default:

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.