The [Job Title]s behind [Brand]

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.

A trust page, not a sales page. People arrive here to reassure themselves after they are already interested, so it answers "can I trust these people" and then sends them back to the offer.

Two targets — the job-title term people actually search and the brand. “People” carried no keyword; the job title does.

Sits under About by default. It only earns a top-level slot when the people are the product, such as a therapy practice, a coaching business or a named consultancy.

The descriptor comes from brand voice — expert, dedicated, award-winning. “Behind” replaces “who deliver” so the line fits product, retail and charity businesses as naturally as services.

The front persuades with credentials — that stays the rule. The back is conditional by industry: built only where depth persuades (clinicians, lawyers, financial advisers, academics) and dropped everywhere else, leaving a static card. Click-driven flip so it works on touch. Card size is chosen by team size — X-Large (2 per row) for 2–4 people through Small (5 per row) for 17+ — and the back thins as cards shrink. The flip is a per-client switch at every size: on where profiles earn it, off for clean static cards. Person schema per card.

Standards are the values made checkable, and every standard now carries its why: the outcome holding it wins for the client, laddering up to the differentiator. Kept as numbered rows rather than value cards deliberately — the About values are beliefs (cards), these are commitments (a numbered code of practice). In regulated or care sectors this is where safeguarding and supervision belong.

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:

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.