Supporting image — alternates side each block
[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
This is the only place these are stated in full. On the homepage the values are delivered as felt experience in how-it-works, and the mission appears only as the outward invitation in the final CTA. Described here, delivered there.
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.
Why [Brand] is the belief page that still sells. It carries the convert spine, problem and solution, because someone reading it is deciding between you and the alternative. About tells the story; this page argues the case.
Two keyword targets — the audience term and the transformation. Written as a statement, not a question: it answers the “why choose” search without reading like one.
One line stating the difference, not the story. Any “Unlike [Competitor]” clause stays in the engine and is never printed. The CTA sits with it so the action is never orphaned.
Runs on the homepage and offer pages too. Same structure, fresh sentences per page, each written around that page’s own keyword.
Header states the thesis once. Rows prove it, each pain against why the usual approach falls short. No competitor named. The differentiator sits in the header, not repeated in the rows.
This block also runs on the offer pages. The skeleton repeats; the sentences never do — Brandi writes each instance fresh around that page’s own primary keyword. Duplicated copy across pages is a failed output.
One block here, not two. Why [Brand] argues a case; the full story lives on About and this block links there rather than repeating it.
Shown, not shouted. Three to six marks.
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.
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.