Website Structure · the composition rule

One design system, one block library, a different selection per page type

The homepage is the only page that runs the full spine. Every other page type is a selection from the same blocks, in the order that suits its job. This is what stops interior pages reading as clones of the homepage, and it is the instruction Brandi composes from. Rows are the homepage sections. Columns are the page types. The homepage is excluded because it is the source, not a selection.

YES Default. Built unless there is a reason not to. OPT Only when the client has real content for it. NO Never on this page type.

Homepage section	Service / Offer	Why [Brand]	About	Team	Community	Blog index	Article	Contact
Page opening
BreadcrumbNew on interior pages. Orientation plus an internal link home.	YES	YES	YES	YES	YES	YES	YES	YES
Hero → Page bannerShallow banner carrying the H1, not the tall homepage hero.	YES	YES	YES	YES	YES	YES	YES	YES
Tagline bandA homepage brand moment. Repeating it interior cheapens it.	NO	OPT	NO	NO	NO	NO	NO	NO
Trust barLogos, accreditations, partnerships.	YES	YES	YES	OPT	OPT	NO	NO	OPT
The convert spine
Problem & stakesPain against why the usual approach falls short.	YES	YES	NO	NO	NO	NO	NO	NO
Solution & valueCorrective action, need, why us.	YES	YES	NO	NO	NO	NO	NO	NO
How it worksThree steps. On Community it becomes how to join.	YES	OPT	NO	NO	OPT	NO	NO	OPT
ProofTestimonial, or founder message when there are none yet.	YES	YES	YES	OPT	YES	NO	OPT	OPT
Offer & pricingOn Community it becomes membership tiers.	YES	NO	NO	NO	OPT	NO	NO	NO
Objections & FAQInterior pages use the real searched questions for that keyword.	YES	OPT	NO	NO	YES	YES	OPT	YES
Capture and content
Lead magnet captureInterior: the magnet matches that page's topic, not the generic one.	OPT	OPT	NO	NO	YES	YES	YES	NO
Community joinOn the Community page it is the centre, not a strip.	NO	NO	NO	NO	YES	OPT	OPT	NO
Useful contentInterior: becomes related links to sibling pages on the same keyword.	OPT	OPT	NO	NO	OPT	YES	YES	OPT
Repeat capture barOnly when there is more than one lead magnet.	NO	NO	NO	NO	NO	OPT	NO	NO
Close
Final CTASame action as the page's own banner CTA. No new promise.	YES	YES	YES	YES	YES	OPT	YES	NO

Header, nav, footer, chat, cookie banner and the sticky mobile CTA are the persistent shell. They are identical on every page and are not part of this selection.

Blocks that do not come from the homepage

Each page type needs blocks the homepage never had. These live in the same library and follow the same design system, so the page still looks like the site while doing a different job.

Block	Service / Offer	Why [Brand]	About	Team	Community	Blog index	Article	Contact
Story blocksAlternating image and text, the interior workhorse.	OPT	YES	YES	OPT	OPT	NO	NO	NO
Mission, vision & valuesDescribed here. Delivered as experience on the homepage.	NO	YES	YES	OPT	NO	NO	NO	NO
About the founderFreeform founder text — stands alone here, not only as a proof fallback.	NO	OPT	YES	OPT	OPT	NO	NO	NO
TimelineWhere the brand has history worth showing.	NO	OPT	OPT	NO	NO	NO	NO	NO
Team gridPeople, roles, credentials.	NO	NO	OPT	YES	NO	NO	NO	NO
What you getReplaces problem and solution on Community.	NO	NO	NO	NO	YES	NO	NO	NO
EventsHides when there are none upcoming.	NO	NO	NO	NO	OPT	NO	NO	NO
Resource libraryA preview of what sits behind the join.	NO	NO	NO	NO	OPT	OPT	NO	NO
Post list & filtersThe blog index itself.	NO	NO	NO	NO	NO	YES	NO	NO
Article bodyLong-form copy, subheads, author, date.	NO	NO	NO	NO	NO	NO	YES	NO
Contact form & detailsForm, address, hours, map.	NO	NO	NO	NO	NO	NO	NO	YES

Questionnaire field to page

Every deliverable the questionnaire produces, and which page type it appears on. Engine fields shape the writing but are never printed. This is the pickup map: Brandi composes each slot from the named field, and never invents.

Questionnaire field	Home	Service / Offer	Why [Brand]	About	Team	Community	Blog / Article	Contact
Identity — appears on every page
TaglineHeader, footer, and the homepage tagline band.	YES	YES	YES	YES	YES	YES	YES	YES
Logo, colours, fontsThe design system itself.	YES	YES	YES	YES	YES	YES	YES	YES
Elevator pitchFooter descriptor everywhere; the intro line on About.	YES	YES	YES	YES	YES	YES	YES	YES
Socials, website, phone, emailFooter and contact routes.	YES	YES	YES	YES	YES	YES	YES	YES
LocationsCity or region in the footer; full address on Contact.	YES	YES	YES	YES	YES	YES	YES	YES
The selling fields
Core value propositionShortened into the H1.	YES	YES	YES	NO	NO	NO	NO	NO
Positioning statementThe subheadline, and the meta description.	YES	YES	YES	NO	NO	NO	NO	NO
Ideal clientEyebrow and H1.	YES	YES	YES	OPT	NO	YES	NO	NO
TransformationH1, solution headline, final CTA.	YES	YES	YES	OPT	NO	YES	NO	NO
CategoryThe solution headline.	YES	YES	YES	NO	NO	NO	NO	NO
Core messageShortened, as the problem section header.	YES	YES	YES	NO	NO	NO	NO	NO
Customer pain pointsThe problem rows. Up to three.	YES	YES	YES	NO	NO	NO	NO	NO
How you resolve themTriple per pain: need, gap, corrective action.	YES	YES	YES	NO	NO	NO	NO	NO
Unique value propositionThe why-us item.	YES	YES	YES	NO	NO	NO	NO	NO
DifferentiatorStated once, in the problem header.	YES	YES	YES	OPT	NO	NO	NO	NO
How the client accesses the serviceEvery CTA, and the how-it-works steps.	YES	YES	YES	YES	YES	YES	OPT	YES
Offer & pricingTiers on Community.	YES	YES	NO	NO	NO	OPT	NO	NO
Trust and proof
Accreditations & partnershipsTrust bar and evidence stats.	YES	YES	YES	YES	OPT	OPT	NO	OPT
TestimonialsProof lead when they exist.	YES	YES	YES	YES	OPT	YES	OPT	OPT
Existing FAQ linkReal questions win over generated ones.	YES	YES	OPT	NO	NO	YES	OPT	YES
Lead magnet(s)Interior magnets match that page's topic.	YES	OPT	OPT	NO	NO	YES	YES	NO
Existing blog URLLive post cards.	YES	OPT	OPT	NO	NO	OPT	YES	NO
Brand belief — secondary pages, with two light touches on home
MissionHome: only as the final CTA invitation.	OPT	NO	YES	YES	OPT	OPT	NO	NO
VisionStated in full only on About and Why.	NO	NO	YES	YES	OPT	NO	NO	NO
Brand valuesHome: delivered as felt experience, never listed.	OPT	OPT	YES	YES	OPT	OPT	NO	NO
Founder messageHome: fallback when there are no testimonials. About: its own section.	OPT	OPT	OPT	YES	OPT	OPT	NO	NO
Engine — shapes the writing, never printed
Tone of voiceThe voice every line is written in.	NO	NO	NO	NO	NO	NO	NO	NO
Brand personalityFeeds the voice.	NO	NO	NO	NO	NO	NO	NO	NO
CompetitorsSharpens the differentiator. Never named on the site.	NO	NO	NO	NO	NO	NO	NO	NO
IndustryKeyword vocabulary and the industry policy slot.	NO	NO	NO	NO	NO	NO	NO	NO

Meta, keywords, anchor text, internal linking and FAQs live in the Meta Recommendations spreadsheet, one row per page. They are keyword-led, so they are built after research rather than fixed here.

The rules this table encodes

Lean by default

Only YES blocks are built. OPT blocks stay off unless the client has real content that earns them. A page with five strong sections beats one with nine thin ones.

One design system, different composition

Type, colour, spacing, components, header and footer never change between pages. What changes is which blocks appear and in what order. That is what makes About look unlike Community without breaking the brand.

The convert spine is for pages that sell

Problem, solution, how, offer and FAQ belong to Service and Why. About, Team and Blog build trust or deliver content instead, so they never inherit the sales spine. Where the spine repeats across Service and Why, the skeleton repeats but the copy is rewritten around each page’s own primary keyword — never duplicated.

Blocks change job, not just presence

Useful content becomes related links on an interior page. Offer becomes membership tiers on Community. How it works becomes how to join. Same block, retuned to the page's purpose.

One page, one primary keyword — supported by its cluster

Each page owns a single primary term, mapped to the title tag, the H1, the URL slug and the meta description — no two pages compete for the same primary. Its secondary and related terms are worked through the section headings, FAQs and body. The FAQ carries the real questions searched for that primary term.

Homepage moments stay on the homepage

The tagline band and the tall hero are brand moments. Repeating them interior makes every page feel like a homepage and weakens all of them.

Two capture styles, never a third

The build creates one main lead magnet plus supporting magnets, and there are two capture styles. V1 — the pair, identical everywhere it appears: main magnet card + community sign-up card, side by side, exactly as on the homepage — never reduced to a single card. V2 — the slim strip: three supporting magnets as description-plus-download chips, always three. Only the homepage carries both. Every other capture page holds exactly one: V1 on Article, Find and Location (the Community join is V1’s shape); V2 on Blog, and optional on Service and Why (Community’s Guides block is V2). About, Team, Contact and Legal carry none.