[Transformation] for [Ideal Client] with [This offer]

An interior page reuses the homepage blocks but sells one thing and targets one keyword. Where the homepage H1 is the brand's value proposition, this H1 is the value proposition for this single offer, led by this page's own keyword.

Orientation plus an internal link back — both help search understand the site's shape.

The primary keyword maps to four places at once: the title tag, this H1, the URL slug, and the meta description (which is the subheadline). Secondary and supporting terms are carried by the H2s, H4s, H3s, the searched-question FAQ and the body. No two pages compete for the same primary — that is what lets each offer page rank for its own term.

Same as home — build around the term, one keyword always, two maximum, the offer as the fallback slot. Never force a third; readability wins.

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:

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.

Standard, not optional. Expands the outcome for the client in one line — the transformation in plain terms.

Standard, not 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.

On an interior page this becomes related links, not the blog feed — sibling pages and posts tied to this page's keyword. It spreads authority across the site and keeps the reader moving to the next relevant page.

Style V2 of the two site-wide capture styles: supporting magnets as description-plus-download chips, topic-matched to this page. Shows only when supporting magnets exist — the main magnet uses style V1, the card, on the capture pages.

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.