Website Build Brief

# Charter Local Co — Website Build Brief ## Project Snapshot - **Brand:** Charter Local Co - **Domain:** charterlocalco.com (already owned — DNS/nameserver access will be provided at kickoff) - **What the business does:** local-search and AI-visibility marketing for home-service businesses (HVAC, plumbing, roofing) — Google Business Profile, reviews, citations, and structured data work. - **Who visits the site:** a home-service business owner (40s–60s), usually clicking a link from a cold email or a booking follow-up. Skeptical of agencies. Wants proof, not hype. - **What the site needs to do:** convert that visitor into a booked audit call. Nothing else. - **Platform:** Framer. ## Brand & Design Direction - **Tone:** established, competent, plainspoken B2B. Not a trendy startup. Not neon/gradient "tech" aesthetic. - **Colors:** deep blue or slate as primary; one muted accent (warm gray or soft gold works); white/light background. Avoid gradients. - **Typography:** clean sans-serif (Inter, Söhne, or similar system-adjacent font). No script or display fonts. - **Logo:** client will supply final logo files before or during build. If not ready at kickoff, build a clean text wordmark ("Charter Local Co" in the chosen typeface) as a placeholder and swap later. - **Copy rule, non-negotiable:** no exclamation points anywhere on the site. No "unlock," "supercharge," "revolutionize," or similar hype words. Direct and plain throughout. - **Imagery:** if using stock photography, prefer real trade imagery (HVAC units, work vans, tools, technicians on a job) over generic office/handshake stock photos. Clean abstract graphics or icons are an acceptable substitute if good trade photography isn't available. ## Platform & Tools - **Framer:** Basic plan, billed annually (~$10/mo). Client owns the account/billing; freelancer builds inside it or hands off a completed project for transfer. - **Template:** may start from a premium Framer agency template (~$50–79) rather than a blank canvas — client's choice, freelancer can recommend one that fits the design direction above. - **Booking:** TidyCal — client will supply the embed link/code. Embed on the Contact page and link from every CTA button site-wide. - **Payments:** 3 Stripe Payment Links (one per pricing tier) — client will supply the URLs. Place on the Pricing page. - **Audit request form:** on the Audit Landing Page. Fields: Name, Business Name, City, Phone, Email, Website URL. Submissions route to an email address the client provides (or a simple form tool of the freelancer's choice — confirm with client before implementing). ## Site Architecture — 5 pages at launch, nothing more 1. Home 2. Pricing 3. Audit Landing Page (the primary destination for outside traffic — must also be reachable from Home) 4. About 5. Contact / Booking **Do not build:** blog, case studies/testimonials page, city-specific landing pages, live chat, or pop-ups. These come later, after the business has clients to show. Building them now is out of scope for this project. --- ## Page 1: Home **Target: 400–700 words.** Sections: Hero → Problem → How It Works → Pricing Teaser → Closing CTA. **Hero (use this copy exactly):** *Headline:** When someone asks ChatGPT for the best HVAC company in Boise, one company gets named. Right now it probably isn't yours. **Subhead:** We handle the local-search and AI-visibility work — Google Business Profile, reviews, citations, and the structured data that AI assistants read — so your company is the one that shows up. **CTA button:** Get a free AI-visibility audit *(Note to freelancer: "HVAC company in Boise" is a placeholder example — client may swap the trade/city, keep the sentence structure identical.)* **Problem section (draft, freelancer may lightly tighten for flow, keep the numbers exact):** Nearly half of consumers now ask an AI assistant for local recommendations before they call anyone. Most home-service businesses have no idea whether they're the one being recommended — or whether it's the competitor down the street. The businesses that show up aren't necessarily the best ones. They're the ones with an optimized profile, consistent listings, and enough recent reviews for an AI to trust the answer. **How it works (3 steps):** 1. **Audit.** We check exactly what Google and the major AI assistants say about your business today. 2. **Fix.** We optimize your Google Business Profile, build citations, generate reviews, and add the structured data AI systems read. 3. **Track.** You get a monthly report showing where you stand — and where you didn't before. **Pricing teaser:** short line + link to Pricing page. ("Plans start at $500/month. See pricing →") **Closing CTA:** repeat the audit CTA button. --- ## Page 2: Pricing **Target: 500–800 words.** Three plans. Three-month minimum, then month to month. No long contracts. *Starter — $500/mo.** Google Business Profile optimization, review generation, core citations, and monthly AI-visibility tracking across ChatGPT, Gemini, Perplexity, and Google AI Overviews. **Growth — $1,000/mo.** Everything in Starter, plus expanded citation building, structured data implementation, and monthly content. *Dominate — $1,800/mo.** Everything in Growth, plus priority review velocity, multi-location or multi-service coverage, and competitor tracking. Every plan reports the same thing: are you showing up when a customer searches, and are you getting named when they ask an AI. Place the 3 Stripe Payment Links as buttons under each tier ("Get started"). --- ## Page 3: Audit Landing Page **Target: 300–500 words. Keep this page tight — it's the conversion page.** **Headline:** See exactly what ChatGPT, Google, and Perplexity say about your company. **Body:** We run the searches your customers run — "best [trade] in [city]," "[trade] near me" — across Google's map pack and the major AI assistants. You get a short report showing where you rank, where your competitors beat you, and the specific gaps behind it. No obligation. If you want help closing the gaps, we'll tell you what it costs. **CTA:** Request your audit → [form] Below the form: the audit-request form (fields listed above under "Platform & Tools"). --- ## Page 4: About **Target: 300–500 words.** *(Freelancer note: client will supply the actual founder bio content. Structure the page as follows and use placeholder text until real copy is provided — do not fabricate credentials, client history, or years of experience.)* Structure: - 1 paragraph: why the business exists (can reuse the "problem" framing from the Home page, restated). - 1 paragraph: founder background — placeholder: `[FOUNDER BIO — CLIENT TO PROVIDE]` - 1 short paragraph: how the company works with clients (plain, e.g., "small, direct, no account-manager layers — you talk to the person doing the work"). - No team photos/headshots section needed unless client supplies one. --- ## Page 5: Contact / Booking **Target: minimal — this is a utility page, not a copy-heavy one.** - TidyCal booking embed (primary element on the page) - Email address (client to provide) - Optional: phone number (client to provide) - No contact form needed here — the audit form on Page 3 is the primary intake; this page is for people ready to book a call directly. --- ## Technical Requirements (non-negotiable) - **Schema markup:** implement standard JSON-LD for Organization, LocalBusiness, Service, and FAQPage. Use a standard generator (Google's Structured Data Markup Helper or equivalent) — no need for anything beyond standard schema. - **Mobile-first:** a meaningful share of this audience will view the site on a phone. Test every page at mobile width first. - **On-page SEO basics:** unique title tag and meta description per page; alt text on every image. - **Clean URLs:** `/pricing`, `/audit`, `/about`, `/contact` - **SSL:** default on Framer, confirm it's active on the custom domain. - **Page speed:** avoid heavy unoptimized images or embeds beyond TidyCal/Stripe. ## What NOT to Build at Launch - No testimonials or case-studies section — none exist yet, and nothing should be fabricated. - No blog or resource hub. - No live chat widget. - No pop-ups or exit-intent modals. ## QA Checklist Before Delivery - [ ] All 3 Stripe Payment Links tested end to end - [ ] TidyCal embed tested (booking flow completes) - [ ] Audit request form tested (submission actually arrives) - [ ] Mobile responsiveness checked on all 5 pages - [ ] Schema validated via Google's Rich Results Test - [ ] No exclamation points or hype language anywhere in final copy - [ ] All CTAs point to the correct destination (audit form or booking link) ## Deliverable Format Completed Framer project, either built directly in the client's Framer account or transferred to it on completion. One round of revisions included before final handoff.