Operational Playbooks

How: Export contacts from GHL via API > Contacts > GET /contacts with tags for active clients. Use Claude to sort into tiers: A-tier (love working with, high revenue, refer others), B-tier (fine but not ideal), C-tier (draining, low revenue, high maintenance). Compile into a Google Sheet in client's Drive folder.

How: Claude analyses the A-tier list against intake data. Cross-reference with GHL contact records: source, tags, purchase history, notes. If data is thin, flag for the client workshop — "Tell us about your best 5 clients."

How: Claude calculates revenue by client tier from GHL payment data or client-provided financials. Output: a revenue breakdown chart showing concentration. Share in Slack: "Your top 12 clients generate 68% of your revenue. Here's what they have in common..."

How: Claude analyses the C-tier list for common traits: acquisition source (e.g., Groupon, discount ads), demographic patterns, objections they raised, how quickly they churned. Output: a short "not for" profile that informs ad exclusions and qualifying questions.

How: Schedule via Google Calendar. Use the client base analysis as a conversation starter: "Your best 5 clients all share these traits. Let's go deeper." Key questions: "What does your ideal client complain about to their partner?" / "What would they Google at midnight?" / "What's the moment they decide to take action?" Record via Read.ai.

How: Claude generates the psychographic profile from the workshop transcript (Read.ai) + intake data + client base analysis. Use the Kaizen Communication Code Filter: is this person a What If (dreamer), Why (sceptic), What (pragmatist), or How (doer) thinker? This determines messaging angle.

How: Claude drafts the before/after using the "Before & After Grid" framework: Status, Feelings, Average Day, Evil (what they blame). Example Before: "Feeling invisible online, posting randomly, getting 3 likes from friends." Example After: "DMs from strangers asking to work with them, content calendar running on autopilot."

How: Post the avatar summary in the client's Slack channel. Ask: "Does this describe a real person you've worked with? If yes, who? If not, what's off?" Iterate based on feedback. The avatar should feel like a real human, not a marketing exercise.

How: Claude analyses the workshop transcript + intake data + GHL contact notes for trigger patterns. Cross-reference with common industry triggers. Output: ranked list of triggers with recommended messaging for each. Example: Trigger: "Just had a health scare" → Message: "Start where you are. We meet you there."

How: Claude drafts objections from workshop transcript + common industry objections. For each: (1) Surface objection, (2) Real fear underneath, (3) Empathetic response, (4) Reframe. Example: Surface: "It's too expensive" → Real fear: "What if it doesn't work and I waste money?" → Response: "Totally fair. Let me show you what other people in your situation got from this..." Client validates on the next call.

How: Claude maps the journey from trigger to purchase using the Kaizen Infinite Acquisition Loop framework: Awareness → Affinity → Action. Document: typical research behaviour (Google? Instagram? Ask friends?), number of touchpoints needed, key decision influencers. Output feeds into Phase 3 (Path to Purchase).

How: Claude scrapes Google reviews (via web search), pulls GHL contact notes and form responses, and analyses any testimonials the client has shared. Extract 20-30 verbatim phrases. Categorise: pain language ("I've tried everything"), aspiration language ("I just want to feel confident"), objection language ("I'm worried it won't work for me").

How: Claude compiles the messaging bank as a Google Doc in the client's Drive folder. Sections: (1) Pain-Point Headlines (10+), (2) Aspiration Headlines (10+), (3) Social Proof Hooks (5+), (4) CTAs by Channel (5+), (5) Email Subject Lines (10+), (6) Objection Reframes (7+). Each entry includes the source language it was derived from.

How: Claude runs a tone alignment check: compare each messaging bank entry against the Tone of Voice guide from the Brand Bible. Flag any mismatches. Remove or rewrite entries that contradict the brand voice. Output: a clean, on-brand messaging bank.

How: Post in Slack with context: "Here's your Messaging Bank — a library of tested phrases, headlines, and CTAs we'll use across all your marketing. Any time we write copy, we start here." Pin the Google Doc link. Tag team members who'll be writing copy.

How: Claude generates the avatar document as a Google Doc in the client's Drive folder. Sections: (1) Who They Are (demo + psycho), (2) Their World (daily life, frustrations, aspirations), (3) The Transformation (before/after grid), (4) What Makes Them Buy (triggers), (5) What Holds Them Back (objections + responses), (6) How They Decide (journey map), (7) How to Talk to Them (key phrases). Styled with Kaizen design system.

How: Review in Google Docs. Litmus test: read the avatar out loud. If it sounds like a textbook, it needs more humanity. If it sounds like you're describing a friend, it's right. Pay special attention to the "How to Talk to Them" section — this is what the team will use daily.

How: Post the Google Doc link in Slack with: "This is who all your marketing will be speaking to. Read it and tell us: does this person exist in your world? Is this who you want more of?" Get explicit confirmation before moving to Phase 3.

How: Update the client record in The Lighthouse via the admin panel or API: PATCH /api/clients/[id] with avatar summary, buying triggers, and key messaging phrases. Mark Phase 2 as complete in the project tracker.

How: Claude drafts the initial journey map from intake data + website audit + GHL pipeline review. Check: What happens when someone fills out a form? How fast is the response? What's the next step? Is there a booking link? Does it work on mobile? Output: a numbered step-by-step flow in Google Docs.

How: Schedule via Google Calendar. Share the draft journey map in Slack before the call: "We've mapped your current customer journey. On our call, we'll walk through it together and find the gaps." Record via Read.ai. Ask at each step: "What percentage of people make it to the next step? What stops them?"

How: Claude uses web search and Playwright to audit the website: load time, mobile responsiveness, form functionality, CTA clarity. Team member submits a test enquiry via the live form and documents: response time, response quality, next steps clarity. Record findings in the journey audit doc.

How: Access GHL via the client's PIT. Review: Opportunities > Pipeline for stage structure, Automation > Workflows for active triggers, Calendars for booking setup. Document: what's working, what's broken, what's missing. Output: a CRM health check in the journey audit doc.

How: Claude compiles touchpoints from: GHL contact sources (how did they find us?), website analytics (if available), social media (Instagram insights, Facebook page), Google Business Profile (calls, direction requests, reviews). Output: a touchpoint inventory categorised by the Infinite Acquisition Loop stages: Awareness, Affinity, Action.

How: Claude calculates conversion rates from GHL data: leads in → appointments booked → appointments attended → sales closed. If data is incomplete, use industry benchmarks and flag gaps: "We're estimating your website-to-enquiry rate at 3% based on industry average. We need to verify this with analytics." Output: a conversion funnel with rates at each stage.

How: Claude analyses the conversion funnel and calculates the revenue impact of a 20% improvement at each stage. Example: "If we improve your enquiry-to-booking rate from 30% to 36%, that's an additional $X/month based on your average sale value." Present the top 3 bottlenecks ranked by revenue impact.

How: Claude identifies the most common lead source → most common next action → most common conversion path from GHL data. Document as a 5-7 step linear flow. Example: "Instagram Ad → Landing Page → Form Submit → Auto-SMS + Email → Phone Call → Trial Booked → Sale." This becomes the blueprint for Phases 6-7.

How: Claude categorises all friction points from the audit into the 4 types. For each: describe the friction, where it occurs in the journey, what it costs (estimated lost conversions), and the recommended fix. Output: a friction matrix in the journey audit doc.

How: Claude creates the priority matrix. "Quick wins" (high impact, low effort) go into the immediate action plan. "Big projects" (high impact, high effort) get scheduled into Phase 6-7. "Nice to haves" get parked. Present to the client: "Here are the 3 quick wins we can fix this week."

How: Team member fixes quick wins in GHL or on the website directly. Claude can update GHL automations via API: fix response delays, update email copy, adjust pipeline stages. Document each fix in Slack: "Fixed: your booking link was pointing to the wrong calendar. Now resolves correctly."

How: Claude drafts the removal plan with timelines tied to onramp phases. Example: "Friction: No automated follow-up after enquiry → Fix: Build in Phase 7 (Automations) → Timeline: Week 4." Post in Slack so the client sees what's coming and when. This builds confidence that nothing is being ignored.

How: Claude maps the redesigned journey using the Infinite Acquisition Loop framework. For each stage: (1) What the customer experiences, (2) What happens in the CRM, (3) What the team does, (4) What's automated. Output: a visual journey map (Google Doc or Slides) with the critical path highlighted.

How: Claude drafts response time standards for each channel: Form submission (<5 mins auto-response, <2 hours human follow-up), Phone call (<3 rings or voicemail + auto-SMS), Instagram DM (<1 hour during business hours), Email (<4 hours). These standards feed directly into Phase 7 (Automations).

How: Share the journey map in Slack before the validation call. On the call, Mario walks through each step: "When someone sees your ad, this happens. Then this. Then this." Ask: "Does anything feel unnatural or forced?" Test: "Can you explain this journey to me as if I'm a new hire?" Record via Read.ai.

How: Claude generates the checklist from the journey redesign. Format: Task | Phase | Owner | Status. Example: "Build lead capture landing page | Phase 6 | Michelle + Claude | Not Started." Upload to the client's Google Drive folder and create matching tasks in The Lighthouse project tracker.

How: Post a team brief in the internal Slack channel: journey map summary, key friction points fixed, remaining work mapped to phases, response time standards. Tag all assigned team members. Pin the journey map doc.

How: Update via The Lighthouse admin panel or API: PATCH /api/clients/[id]. Attach the journey map document link. Log the conversion rates at each stage as baseline metrics for future comparison. Mark phase complete in project tracker.

How: Pull from intake form data (the client listed their offers), website pricing page, GHL products/invoices. Cross-check with the client: "Are there any packages you sell that aren't listed here? Any special deals or legacy pricing?" Output: a comprehensive offer inventory in Google Docs.

How: Claude analyses GHL payment data or client-provided financials. Break down: revenue per offer, number of active clients per offer, average lifetime value per offer, churn rate per offer. Output: a revenue mix chart showing where the money actually comes from vs. where the client thinks it comes from.

How: Claude web searches competitor pricing using the competitor list from Phase 1. Check their websites, social media for price mentions, Google Business Profile for service details. Compile: competitor name, comparable offer, price, what's included. Output: a pricing comparison matrix. Flag if the client is underpriced relative to their positioning.

How: Claude analyses the offer inventory for: (1) Overlapping inclusions between packages, (2) Unclear differentiation between tiers, (3) Too many options (more than 3-4 tiers creates paralysis), (4) Missing "entry point" offer (easy first purchase). Review with Mario on call. Apply the "paradox of choice" principle — fewer options, more conversions.

How: Schedule via Google Calendar. Pre-load: the offer audit, revenue analysis, competitor pricing matrix. Use the Kaizen Offer Clarity framework: (1) Entry Offer (low risk, first taste), (2) Core Offer (the main thing), (3) Premium Offer (high-touch, high-value). Map each current offer into this framework or identify gaps. Record via Read.ai.

How: Claude drafts the value stack from the strategy session. For each offer: list every component, assign a standalone value, total the stack, show the price as a fraction of total value. Example: "Personal Training 3x/week ($240/wk value) + Nutrition Plan ($197 value) + Progress Tracking ($49/mo value) = $486/week value. Your price: $199/week." Format as a visual stack in Google Docs.

How: Claude maps the ascension path: Entry → Core → Premium with trigger points for each transition. Example: "After 6 weeks on the Intro Offer, if they've attended 15+ sessions, the coach recommends the Core Membership." Document the trigger, the conversation script, and the upgrade incentive for each transition.

How: On the next call, Mario asks the client to explain each offer in one sentence without notes. If they stumble, the offer needs simplification. The sentence should answer: Who is it for? What do they get? What does it cost? Example: "Our 8-Week Kickstart is $49/week and gives beginners 3 group sessions plus a nutrition guide to build the habit." Record the one-liners for the sales collateral.

How: Claude models pricing scenarios: current price vs. proposed price, factoring in potential churn. Example: "If you raise from $49/wk to $59/wk and lose 5% of members, your monthly revenue still increases by $X." Present 3 pricing scenarios (conservative, moderate, aggressive) with projected revenue impact. Mario reviews and recommends.

How: Claude drafts 2-3 pricing presentation layouts. Apply behavioural pricing principles: (1) Anchor with the premium tier, (2) Highlight the "most popular" mid-tier, (3) Name tiers with outcome words not numbers (e.g., "Starter," "Accelerator," "Unlimited" not "Bronze, Silver, Gold"). Share options with client for feedback.

How: Mario advises on the transition strategy based on the client's member base and culture. Claude drafts the communication: (1) Email to existing members explaining the value add, (2) Script for in-person conversations, (3) Timeline for the rollout. Post the plan in Slack for client approval before any changes are made.

How: Claude writes descriptions using: Brand Bible tone of voice, avatar language from Phase 2, value stack from this phase. Each description follows the format: Hook (pain/aspiration) → What You Get → Who It's For → Outcome → Price → CTA. Write 3 versions per offer: short (1 sentence for ads), medium (1 paragraph for social), long (full description for landing page).

How: Claude designs the comparison table: rows = features/inclusions, columns = tiers. Use checkmarks and X marks. Highlight the recommended tier. Include a "Best for..." row at the top so prospects self-select. Output: a styled table in Google Docs + a version formatted for the landing page (Phase 6).

How: Claude drafts FAQs using objection data from Phase 2 + common industry questions. Each FAQ: Question → Answer (warm, direct, addresses the real fear). Example: Q: "What if I can't make it to every session?" A: "Life happens. You can make up sessions any time within the week — we're flexible because consistency matters more than perfection." Client reviews for accuracy.

How: Share the complete Package Copy doc in Slack: "Here's the copy for all your offers. Read each one out loud. If anything sounds off or inaccurate, mark it up. We want this to feel like you, not a template." Iterate on feedback. Final version gets saved as the master copy document in Google Drive.

How: Access GHL via client's PIT. Navigate to Payments > Products. Update or create products to match the redesigned offer structure. Set correct pricing, billing frequency, and descriptions. Test: create a test invoice for each product to verify amounts and labels.

How: Team member updates the website (WordPress/Elementor or GHL funnel page) with the new pricing table, offer descriptions, and CTAs. If there's no pricing page, note it for Phase 6 (Landing Pages) or Phase 12 (Authority Platform). Verify the update is live on desktop and mobile.

How: Claude generates the PDF using the Kaizen design system: Playfair Display headings, DM Sans body, ink/gold/cream palette. Include: offer names, descriptions, value stacks, pricing, comparison table, FAQ, and CTA. Upload to client's Google Drive folder. Share in Slack: "Here's a pricing PDF you can send to anyone who asks 'what do you offer?'"

How: Update The Lighthouse client profile with the finalised offer structure. Mark Phase 4 complete. Post in Slack: "Offer structure locked in. Next up: Phase 5 — we'll build the sales process around these offers so your team can present them with confidence." Link to the Package Pricing Document as the reference for Phase 5.

How: Claude analyses the Path to Purchase from Phase 3 (the sales-specific portion) + GHL pipeline data. Pull: average response time, appointment show rate, close rate, average sale value. Ask the client: "Walk me through the last 3 sales you made. What happened from first contact to payment?"

How: Claude analyses GHL opportunity data: source → close rate by channel. Typically: in-person trial (fitness), discovery call (services), chat-to-sale (DM-based). Present to Mario: "78% of your closes come from in-person trials. That's your primary mechanism — everything should funnel toward getting someone through the door."

How: Claude analyses the GHL pipeline: how many leads enter each stage vs. how many move to the next. Calculate drop-off rates at each transition. Cross-reference with Phase 3 friction analysis. Output: a ranked list of conversion leaks with estimated revenue impact. Example: "42% of booked trials don't show up. At your average sale value of $X, that's $Y/month in lost revenue."

How: Schedule a 45-60 minute strategy call. Mario uses the Kaizen Sales & Influence module framework. Key decisions: (1) Primary sales mechanism, (2) SBC (Sell By Chat) structure, (3) Discovery call structure, (4) Price presentation approach, (5) Follow-up cadence. Record via Read.ai. Post decisions in Slack.

How: Claude drafts the SBC framework using the Kaizen methodology. For each stage: (1) What the message does psychologically, (2) Example message, (3) What to do if they don't respond. The tone must match the Brand Bible from Phase 1. No "Hey!! Are you ready to CRUSH your goals??" — match how the client actually talks.

How: Claude writes 4-5 SBC scripts based on the most common lead sources (from GHL data). Each script includes: opening message, 2-3 qualifying questions, the recommendation message, and the booking CTA. Include response templates for: "What are your prices?", "Do you have availability?", "My friend recommended you." Save in Google Drive as the SBC Playbook.

How: Access GHL via client's PIT. Navigate to Settings > Custom Values or Conversations > Templates. Create templates for each SBC stage with merge fields: {{contact.first_name}}. Name them clearly: "SBC-01-Welcome", "SBC-02-Qualify", "SBC-03-Recommend", "SBC-04-Invite". Test each template by sending to a test contact.

How: Claude drafts the framework using Mario's diagnostic filters. For each stage: key questions to ask, what to listen for, transition phrases. The framework must feel conversational, not interrogative. Include: "What's your biggest challenge right now?" (Situation), "How long has that been going on?" (Problem), "What would it mean to fix that?" (Impact). Save as Discovery Call Script in Google Drive.

How: Claude drafts the price presentation script using the value stack from Phase 4. Format: "Based on what you've told me, [recommended offer] is the best fit. Here's what's included: [value stack]. The investment is [price]. Compared to [alternative/cost of doing nothing], that's [value comparison]." Include: when to present price (after establishing value, never before), how to handle silence, transition to close.

How: Claude compiles the playbook from Phase 2 objection data + universal objections. For each: (1) Acknowledge ("I totally get that..."), (2) Clarify ("When you say it's too expensive, is it the total amount or the weekly commitment?"), (3) Reframe ("Most of our members felt the same way before they started. Here's what changed..."), (4) Close ("Would it help if we...?"). Format: pocket-size reference the team can have during calls. Save in Google Drive.

How: On the next strategy call, Mario walks through each script with the client. Read sections out loud. Ask: "Would you actually say this? What words would you use instead?" Make real-time edits. The scripts should feel like a natural extension of how the client already communicates — just more structured. Record via Read.ai for reference.

How: Claude drafts the follow-up cadence: Day 0 (immediate auto-response), Day 1 (personal message), Day 2 (value-add email), Day 3 (SMS check-in), Day 5 (social proof email), Day 7 (last-chance message), Day 14 (nurture handoff). Each message has a specific purpose — not just "checking in." Map which are automated vs. manual.

How: Claude writes the full sequence using the messaging bank from Phase 2 and the Brand Bible tone from Phase 1. Email templates in GHL format with merge fields. SMS templates kept under 160 characters. Each message has: a clear purpose, one CTA, and a reason to act. Save in Google Drive as Follow-Up Playbook and create in GHL as workflow templates.

How: Access GHL via client's PIT. Navigate to Opportunities > Pipelines. Create or reconfigure stages: New Lead → Contacted → Qualified → Appointment Booked → Appointment Attended → Proposal Sent → Won → Lost. Set stage durations. Add pipeline automations: if a lead sits in "Contacted" for >48 hours, trigger a task for the team. Test by moving a test contact through all stages.

How: Build GHL workflows: Trigger (pipeline stage change or form submission) → Wait step → Send email/SMS → If/Else (did they respond? did they book?) → Next action. Use Automation > Workflows. Create separate workflows for: new lead follow-up, no-show re-engagement, post-consultation follow-up. Test each workflow end-to-end with a test contact.

How: Use GHL's built-in reporting or create a custom dashboard in The Lighthouse. Key metrics: Lead volume (by source), Speed-to-contact, Appointment show rate, Close rate, Average sale value, Revenue (weekly/monthly). Share the dashboard link in Slack. Set up a weekly Slack update: "This week: X leads, Y appointments, Z sales, $W revenue."

How: Schedule via Google Calendar. Invite the client + any team members who handle sales conversations (front desk, coaches, managers). Send pre-read: SBC scripts, discovery call framework, objection playbook. Set expectations: "Come ready to practise. We'll role-play live scenarios."

How: Mario runs 4-5 role-play scenarios. After each: specific feedback on what worked, what to adjust, and what to watch for. Record the session via Read.ai — the client can re-watch for practice. Key coaching points: tone of voice, pacing (slow down), asking questions instead of presenting, sitting with silence after the price.

How: After role-play, ask: "On a scale of 1-10, how natural did that feel?" Anything below 7 needs adjustment. Have the client rewrite any phrases that feel unnatural in their own words. Update the scripts in Google Drive. The goal: structured enough to be repeatable, flexible enough to be authentic.

How: Team member submits a test lead via the live form. Track through the entire pipeline: Did the auto-response fire? Did the GHL workflow trigger? Did the appointment confirmation send? Did the reminder send? Walk through each step and document any breaks. Fix immediately. Confirm in Slack: "Full sales system tested end-to-end. Everything working."

How: Claude compiles all materials into a single branded Google Doc: Sales Playbook. Sections: (1) SBC Scripts, (2) Discovery Call Framework, (3) Price Presentation, (4) Objection Handling, (5) Follow-Up Sequence, (6) Pipeline & CRM Guide, (7) Quick Reference Cheat Sheet. Upload to client's Google Drive. Pin in Slack.

How: Claude designs a 1-page PDF with the Kaizen brand styling. Include: SBC 5-step flow (one line each), top 5 objection reframes (2-3 words each), price presentation sequence (4 steps), key phone number and booking link. Format for mobile viewing. Upload to Google Drive and share in Slack.

How: Check GHL Automation > Workflows: all workflows should show "Published" status. Run a final test lead through the system. Verify in GHL activity log that each automation fired correctly. Document the active automations in the Sales Playbook appendix. Confirm in Slack: "All sales automations are live and tested."

How: Update The Lighthouse client profile: mark Phase 5 complete, note CRM pipeline URL, link to Sales Playbook. Post in Slack: "Your sales system is installed. Scripts, pipeline, follow-up sequences — all live. Next up: Phase 6 — we build the landing pages that drive leads into this machine." This is a momentum moment — celebrate it.

How: Claude writes 3-5 headline variations based on the Brand Bible messaging framework and ideal client avatar. Use the formula: [Desired Outcome] + [Without Pain Point] + [Proof/Timeframe]. Juan selects the strongest option with the client. Draft the CTA button text — specific action, not "Submit".

How: Claude writes copy for each wireframe section in the client's tone of voice (from Brand Bible). Use real client language from intake form — mirror their words back to them. Include placeholder markers for testimonials and images: [TESTIMONIAL: Name, result], [IMAGE: team photo].

How: Pull testimonials from intake form, Google reviews, Instagram comments. Claude formats them: name, result, quote. If no testimonials exist, create a "proof substitution" section using: credentials, media features, community size, or a founder story block instead.

How: Claude runs the copy through a conversion audit: headline clarity score, CTA count (should be 1 primary), word count per section (shorter = better), reading level (aim for Grade 6-8), presence of urgency/scarcity where appropriate. Flag issues and rewrite weak sections.

How: Juan builds in GHL funnel builder. Use existing Kaizen templates as a base where possible — don't start from scratch. Map each wireframe section to a GHL section block. Add client's brand colours (from Brand Bible), logo, and approved imagery. Set up custom domain: go.{clientdomain}.com or offers.{clientdomain}.com.

How: Source images from the client's Google Drive folder (Brand Assets subfolder). Optimise images before upload: compress to under 200KB, use WebP where possible. For testimonials, add headshot + name + result metric where available. If no headshots, use styled quote blocks.

How: In GHL → Settings → Domains → Add custom domain. Point DNS CNAME to GHL's funnel domain. Wait for SSL provisioning (can take up to 24hrs). Test both http:// and https:// versions. Confirm no mixed content warnings.

How: In GHL funnel settings → Tracking Code → add the Meta Pixel base code in the header. Add event-specific code to thank you pages: fbq('track', 'Lead') or fbq('track', 'Purchase'). Verify with Meta Pixel Helper Chrome extension — pixel should fire on page load and on form submission.

How: Build forms in GHL form builder. Map fields to GHL contact custom fields. Set form redirect to thank you page (not just a success message). Apply tags on submission: lead-source: {page-name}, offer: {offer-name}. Test submission creates contact correctly in GHL.

How: In GHL, set up workflow trigger: form submission → create/update contact → add to pipeline → move to stage (e.g., "New Lead" or "Enquiry Received"). Ensure pipeline exists and stages match the sales process designed in Phase 5. Test the full flow: submit form → contact appears → opportunity created → stage correct.

How: Claude writes the thank you page copy: "Here's what happens next..." with clear next steps. Juan builds in GHL. Include: confirmation of submission, what to expect (timeframe), a secondary CTA (e.g., "While you wait, follow us on Instagram"). Fire the Meta Pixel conversion event on this page.

How: Use a test email (e.g., test+{client}@kaizencollective.com.au). Submit each form. Check GHL: contact exists? Tags applied? Pipeline opportunity created? Then check: redirect works? Thank you page loads? Pixel Helper confirms event fired? Document any issues and fix before launch.

How: Use GHL's mobile preview mode first, then test on real devices. Check: hero text readable without scrolling? CTA button visible without scrolling? Form fields large enough to tap? Images not breaking layout? No horizontal scrolling? Page loads in under 3 seconds on mobile? Fix any issues in GHL page builder mobile editor.

How: Run Google PageSpeed Insights on each page URL. Target: Performance score above 70 (mobile). Common fixes: compress images (use TinyPNG), lazy-load below-fold images, remove unused tracking scripts. Claude can run the test via chrome-takeover and flag specific issues.

How: Open each page in Chrome, Safari, and Firefox on desktop. Check: layout intact? Fonts loading? Forms working? CTA buttons visible? Fix any browser-specific CSS issues in GHL. Claude can test via chrome-takeover on Chromium-based browsers.

How: Use the Kaizen Landing Page QA Checklist (Google Drive template). Check every item. Screenshot proof of: pixel firing (Pixel Helper), page speed score, mobile rendering. Save screenshots to client's Google Drive folder. Only send to client for review once all items pass.

How: Share in Slack with a brief Loom video walking through the page. Explain: the hero section converts because [X], the social proof section builds trust because [Y], the CTA is positioned here because [Z]. When clients understand the strategy, they give better feedback — not "make it blue" but "this doesn't sound like us."

How: Ask the client to compile all feedback in a single Slack message or Google Doc comment. Implement changes within 48 hours. If feedback contradicts conversion best practices (e.g., "remove the CTA from the hero"), push back with data: "Pages with above-fold CTAs convert 2-3x higher. Here's why we recommend keeping it."

How: Send final Slack message: "All revisions implemented. Here are your live pages: [URLs]. Please confirm you're happy to go live." Wait for explicit confirmation. Publish in GHL. Test live URLs one more time. Post confirmation in Slack: "Your pages are live. Here's what happens next: Phase 7 (Automations) ensures every lead gets followed up automatically."

How: Claude writes SMS (160 char max) and email versions. SMS example: "Hey {{first_name}}! Thanks for your enquiry about [offer]. I'd love to chat — here's a link to book a quick call: [booking link]. Talk soon! — [Owner Name]". Email: longer version with offer details, what to expect, and booking link. Write 2-3 variations for A/B testing later.

How: Chloe builds in GHL Workflow Builder. Trigger: form submission (select specific form from Phase 6). Actions: (1) Wait 0 min, (2) Send SMS (use approved copy), (3) Send email (use approved copy), (4) Add tag auto-responded, (5) Create/update opportunity in pipeline. Test with a real form submission. Verify SMS arrives within 60 seconds.

How: GHL workflow trigger: missed call (inbound). Condition: contact doesn't have tag active-client (avoid texting existing clients). Action: send SMS with booking link. Add tag missed-call-followup. Requires Twilio integration to be active — verify phone number is connected and SMS-capable.

How: Claude writes the nurture sequence copy (5-7 messages). Day 1: value-add (tip or insight). Day 3: social proof (testimonial). Day 5: direct ask ("Still interested?"). Day 7: final follow-up with urgency. Chloe builds the drip workflow in GHL with wait steps between each message. Add exit condition: if contact books, remove from sequence.

How: GHL workflow trigger: appointment booked. Actions: (1) Send confirmation email with date, time, location/Zoom link, (2) Send confirmation SMS, (3) Add tag booked, (4) Move pipeline stage to "Booked". Claude writes the copy — include: what to bring, what to wear, parking info (for physical locations), or "how to prepare" for calls.

How: GHL workflow: appointment event start trigger with time offset. 24-hour reminder: email + SMS. 1-hour reminder: SMS only (shorter, more direct). Include a "need to reschedule?" link rather than making them cancel — this saves the booking instead of losing it.

How: GHL workflow trigger: appointment status changed to "no-show" (manual or automatic via calendar integration). Action: wait 30 min → send SMS: "Hey {{first_name}}, we noticed you couldn't make it today. No stress — here's a link to rebook: [link]". Follow up Day 2 with email including social proof. Add tag no-show for tracking no-show rates.

How: In GHL → Settings → Phone Numbers → verify number is active and SMS-capable. Send a test SMS to the team. Check: message received? Sender shows correct number/name? No carrier filtering? If using a new number, warm it up by sending a few manual messages first to avoid spam filtering.

How: Chloe maps each pipeline stage to its trigger action in GHL. Examples: "New Lead" → auto-response fires. "Booked" → confirmation + reminders activate. "Showed" → post-appointment follow-up. "Closed Won" → onboarding sequence starts. "Closed Lost" → add to re-engagement nurture (30-day delay). Build each as a separate workflow for clarity.

How: GHL workflow action: send internal notification. Options: (1) Email to team, (2) Slack webhook to client's internal channel, (3) GHL app notification. Key events to notify: new lead (immediate), booking made (daily digest OK), no-show (immediate — someone needs to call), closed deal (celebration!). Set up a #crm-notifications Slack channel for automated updates.

How: Claude writes a 4-message re-engagement sequence: Week 2 (value-add content), Week 3 (case study/testimonial), Week 4 (limited offer or new angle), Week 5 (final "door is closing" message). Chloe builds in GHL with appropriate wait steps. Entry trigger: contact in pipeline stage "No Response" for 7+ days. Exit: contact books or opts out.

How: Use a real phone number (team member's). Submit the form. Time the instant response (must be under 60 seconds). Book a test appointment. Check confirmation email + SMS. Wait for the 24hr and 1hr reminders. Mark as no-show. Verify recovery message sends. Document the entire journey with timestamps and screenshots.

How: In GHL → Automation → view all active workflows. Check: are any workflows triggered by the same event? Could a contact be in two sequences at once? Add "if/else" conditions to prevent conflicts: check for tags before enrolling in a new sequence. Common issue: contact gets both the "instant response" and "nurture Day 1" on the same day. Add a wait or condition.

How: Schedule a 20-min call or record a Loom. Walk through: (1) form submission trigger, (2) instant response they'll receive, (3) booking flow, (4) reminder sequence, (5) no-show recovery, (6) where they can see everything in GHL dashboard. Ask: "Do you feel comfortable turning off your manual follow-up?" If not, find out what's missing.

How: Claude generates an "Automation Playbook" doc: table format with columns: Workflow Name, Trigger, Conditions, Actions, Channel (SMS/Email/Both), Status (Active/Paused). Save to Google Drive. Pin in client Slack channel. This becomes the reference when something needs changing or when a new team member needs to understand the system.

How: Claude extracts pillars from the Brand Bible's core messaging, differentiators, and client pain points. Example for a gym: (1) Transformation Stories, (2) Training Education, (3) Behind the Scenes / Culture, (4) Nutrition & Lifestyle, (5) Community & Social Proof. Document each pillar with: description, 10 topic ideas, and content format recommendations.

How: Claude generates messaging angles using the framework: Pain → Agitate → Solve, Myth vs Truth, Day in the Life, Q&A from clients, Before/After, Hot Take. For each pillar, create at least 5 angles. Output: a "Content Angle Bank" — a growing document the client can reference every time they need a content idea.

How: Schedule a 30-45 min call. Mario walks through each pillar: "This is why this pillar matters for your business. Here's how it connects to your ideal client. Here's what content under this pillar looks like." Refine based on client feedback. The client should leave saying: "Yes, I can see myself creating content around these themes."

How: Claude creates a 4-week content calendar template in Google Sheets or Notion. Columns: Date, Pillar, Angle, Format (Reel/Carousel/Post), Hook, CTA, Status. Pre-fill Week 1 with specific topic ideas. Include a "Content Bank" tab with 50+ evergreen ideas mapped to pillars. Share in Google Drive.

How: Claude creates reel frameworks with fill-in-the-blank scripts. Examples: (1) "The 3 Mistakes" framework: "Most [target] make these 3 mistakes with [topic]..." (2) "Day in the Life" framework: "Here's what running a [business type] actually looks like..." (3) "Myth Buster": "Everyone says [myth]. Here's the truth..." Each framework: hook (3 sec), body (20-40 sec), CTA (5 sec). Save as Google Doc templates.

How: Claude creates carousel outlines with slide-by-slide copy. Framework 1: "The Step-by-Step" — Slide 1 (hook), Slides 2-8 (numbered steps), Slide 9 (summary), Slide 10 (CTA). Framework 2: "Myth vs Reality" — alternating myth/truth slides. Framework 3: "The Checklist" — actionable list format. Include design notes: text placement, font size guidance, image suggestions.

How: Claude generates hooks using proven formulas: "Stop doing [thing]", "The truth about [topic]", "I wish someone told me this when I started [thing]", "You're losing [result] every time you [mistake]", "Here's what nobody tells you about [topic]". Categorise by pillar. Save as a standalone Google Doc the client can reference anytime.

How: Claude writes caption templates in the client's voice (from Brand Bible). Structure: Hook line → Body (2-3 short paragraphs) → CTA. Include hashtag strategy: 5-10 niche hashtags per post (not generic ones like #fitness). Provide examples of completed captions for each template. Save alongside script frameworks in Google Drive.

How: Claude maps content to the Kaizen Infinite Acquisition Loop. Awareness content: educational reels, hot takes, myth-busting (reach new people). Affinity content: behind-the-scenes, client stories, personal stories (build trust). Action content: offer posts, testimonials, transformation posts (drive enquiries). Each pillar should have content for all three stages.

How: Mario works with the client to extract their origin story, key belief shifts, and signature methodology. Output: a 1-page "Authority Narrative" document. This becomes the backbone of all storytelling content. Structure: Where I was → What I discovered → Why I do this → What I believe → How this helps you.

How: Claude drafts templates for each social proof format. Transformation post template: Before/After + client quote + context. Client spotlight reel script: "Meet [Name]. When they started, [problem]. Now, [result]." Create a system for capturing testimonials: post-result survey, Google review request email, video testimonial script. Document in the Content Strategy doc.

How: Claude writes: 2 reel scripts (using the reel frameworks), 1 carousel outline (using carousel framework), 2 static post captions (using caption templates), 1 story sequence outline. All content uses the client's voice, pillars, and messaging angles. Fill in the content calendar for Week 1. Share in Google Drive for client review.

How: Design team creates in Canva or design tool of choice. Use client's brand colours, fonts, and imagery (from Brand Assets folder). Create reusable templates the client can duplicate for future content. Carousel template: consistent slide layout, brand header, CTA slide. Save Canva template links in Google Drive.

How: Share all content in a single Slack message or Loom walkthrough. For each piece: "This reel uses the 'Myth Buster' framework targeting Pillar 2. The hook is designed to stop [target avatar] mid-scroll. The CTA drives to [action]." Get approval. Schedule using Meta Business Suite or client's preferred scheduling tool.

How: Claude drafts the creative brief. Format: (1) Campaign objective (leads/traffic/conversions), (2) Target audience (from audience doc), (3) Core message, (4) Offer details, (5) Proof elements (testimonials, results), (6) CTA, (7) Creative format requirements (video/image sizes), (8) Brand guidelines (colours, fonts, tone). Save as "Ad Creative Brief" in Google Drive.

How: Claude writes 3-5 ad copy variations. Each includes: primary text (125 chars visible before "See more"), headline (40 chars), description (30 chars), full body copy (for those who click "See more"). Angle examples: (1) Pain-focused: "Tired of [problem]?", (2) Result-focused: "How [Name] got [result] in [timeframe]", (3) Social proof: "[X] members can't be wrong", (4) Curiosity: "The [industry] secret nobody talks about", (5) Direct offer: "[Offer] — [price/free] — [timeframe]".

How: Design team creates in Canva or Adobe. Required sizes: 1080x1080 (feed), 1080x1920 (stories/reels). For video: keep under 30 seconds, hook in first 3 seconds, captions/subtitles always on. Use client's brand assets. For testimonial ads, use real client photos/videos (get permission). Deliver all assets to Google Drive → Campaign Assets folder.

How: Create a single review doc or Loom: show each ad variation paired with its creative. Explain: "Variation 1 targets cold audiences with a pain-point hook. Variation 2 uses social proof for warm audiences." Get explicit approval in Slack: "Approved to launch." If revisions needed, limit to 1 round — the real test is performance data, not opinions.

How: Claude drafts the campaign structure doc. Recommended starting structure: 1 Campaign (Lead Generation or Conversions objective) → 2-3 Ad Sets (one per audience: interest-based cold, lookalike, retargeting) → 3-5 Ads per Ad Set (copy/creative variations). Use Campaign Budget Optimisation (CBO) to let Meta allocate budget to best performers. Document rationale for each choice.

How: Calculate target CPL: if average client value is $[X], and close rate is [Y]%, then max CPL = $[X] * [Y]% / desired ROI. Example: $2,000 client value × 20% close rate = $400 revenue per lead. At 3x ROI target, max CPL = ~$130. Set daily budget based on desired lead volume. Document in the Campaign Structure doc. Share targets with client so they know what "winning" looks like from Day 1.

How: Claude drafts a testing matrix. Week 1: test audiences (same creative across 3 audience ad sets — which audience responds best?). Week 2: test creative (best audience, swap creatives — which ad converts best?). For each test, define: hypothesis, metric to measure (CTR, CPL, conversion rate), minimum sample size (typically 1,000+ impressions per variation), decision criteria ("if CPL > $X, pause this variation").

How: Use Meta Pixel Helper Chrome extension. Visit every page in the funnel. Verify: (1) Base pixel fires on page load, (2) PageView event recorded, (3) Lead or Purchase event fires on thank you page. Check Meta Events Manager → Test Events tab — are events appearing in real time? Claude can verify via chrome-takeover. Fix any pages where pixel isn't firing before campaign launch.

How: In Meta Events Manager → Settings → enable Conversions API. If using GHL, enable the native Meta CAPI integration. Set event match quality target: above 6.0. Verify deduplication is working (events shouldn't double-count from pixel + CAPI). Check Events Manager → Overview → event match quality score for each event.

How: Standard UTM format: ?utm_source=facebook&utm_medium=paid&utm_campaign={{campaign.name}}&utm_content={{ad.name}}. Use Meta's dynamic parameters (double curly braces) to auto-populate campaign and ad names. Add to every ad's destination URL. Verify UTMs are captured in GHL contact records — check a test submission.

How: Use GHL's built-in reporting or create a Google Sheets dashboard that pulls data weekly. Key metrics: Daily spend, total leads, CPL, CTR, bookings from leads, cost per booking. Claude can draft the dashboard template. Rod populates with live data after launch. Share with the client via Google Drive — pin the link in Slack.

How: Rod builds in Ads Manager following the campaign structure doc exactly. Checklist: (1) Campaign objective correct? (2) Budget type (CBO or ABO) correct? (3) Each ad set has the right audience, placement, and schedule? (4) Each ad has the right copy, creative, headline, CTA button, and destination URL with UTMs? (5) Pixel and conversion event selected? Review everything twice before publishing.

How: Pre-launch checklist: (1) Landing pages live and tested? (2) Forms working and feeding into CRM? (3) Automations live — instant response tested? (4) Pixel firing on all pages? (5) UTMs on all ad URLs? (6) Ad copy approved by client? (7) Creative meets Meta specs (no text over 20%, correct sizes)? (8) Budget confirmed with client? (9) Billing active? (10) Schedule set (start date/time)? All items must pass.

How: Rod hits "Publish" in Ads Manager. Wait for Meta to approve ads (can take 1-24 hours). Once approved and delivering, post in Slack: "Your campaign is LIVE. Here's what's running: [summary]. You should start seeing leads within 24-48 hours. I'll check in with a performance update tomorrow." Set a reminder to check performance at 24hrs.

How: Check Ads Manager at 6hr, 12hr, and 24hr marks. Look for: are all ad sets spending? Is the CPM reasonable (typically $5-$25 for local service businesses in Australia)? Are impressions distributing across ad sets? Are any ads stuck in "Learning" with zero spend? If ads were rejected, fix the flagged issue and resubmit. Do NOT make optimisation changes in the first 24 hours.

How: Check GHL contacts for new leads with the campaign's tags and UTM source. Verify: (1) Contact created? (2) Tags applied? (3) Pipeline stage correct? (4) Instant response automation fired? (5) UTM data captured? If leads are coming in Meta but not appearing in GHL, check: form integration, webhook, or API connection. This is critical — fix immediately if broken.

How: Set expectations with the client before launch: "The first 72 hours are Meta's learning period. Costs may be higher and results inconsistent. This is normal. We do not make changes during this phase unless something is fundamentally broken." Check metrics daily but only act if: CPM is 3x higher than expected, zero leads after 48 hours, or ads are disapproved.

How: Claude can draft the report from the data. Format: "Here's your first 72-hour snapshot: Spent $[X] | [Y] Leads | CPL: $[Z]. What this means: [interpretation]. What we're doing next: [optimisation plan]." Include a comparison to the target CPL. If above target, explain the learning phase and timeline to optimisation. If at or below target, celebrate the early win. Post in Slack.

How: Analyse 72-hour data: Which ad set has the lowest CPL? Which ad has the highest CTR? Which audience is converting? Actions: (1) Pause ad sets with CPL 2x above target, (2) Increase budget 20-30% on winning ad sets (not more — gradual scaling), (3) Prepare next round of creative to test against winners. Document decisions and rationale in the Campaign Structure doc. Share plan with client.

How: Export contacts from GHL → Contacts → Export. Claude can analyse the CSV to produce an audit summary: total count, email/phone coverage %, contacts with zero engagement in 90+ days, top lead sources, pipeline stage distribution. Upload audit to client Google Drive.

How: Claude analyses the exported CSV by last activity date. Create three GHL Smart Lists: DB - Active (30d), DB - Dormant (31-180d), DB - Dead (180d+). Team builds these as saved views in GHL Contacts. Cross-reference with email_valid and phone_valid fields.

How: Claude reviews GHL tags, pipeline stages, and opportunity data to recommend segment definitions. Team creates corresponding Smart Lists in GHL: DB - Past Buyers, DB - Enquired Not Bought, DB - Lead Magnet Only, DB - Referral Sources. Tag contacts accordingly.

How: Team uses GHL's built-in duplicate detection (Settings → Labs → Duplicate Detection). For bulk cleanup, export CSV, Claude identifies duplicates by email/phone matching, team merges in GHL. Remove contacts marked bounced or unsubscribed from active segments.

How: Claude drafts the nurture map using the client's Brand Bible, offer stack (from Phase 4), and segment data. Format: Segment → Sequence Name → # of touchpoints → Cadence → Goal → Primary CTA. Present to client on next strategy call for approval. Document in Google Drive: Database Nurture Strategy.pdf.

How: Claude writes all 6 emails using the Brand Bible tone of voice, messaging framework, and offer copy from Phase 4. Each email: subject line (max 50 chars), preview text (max 90 chars), body (150-300 words), CTA button text. Use {{first_name}} personalisation. Deliver as Google Doc for client review.

How: Claude writes 4 emails + 2 SMS messages. Emails follow re-engagement best practices: shorter, more personal, direct subject lines ("Still interested in [outcome]?"). SMS: max 160 chars, personal tone, link to landing page. Deliver in same Google Doc as active sequence, clearly labelled.

How: Team builds in GHL → Automation → Workflows. Workflow per segment: trigger = tag added (e.g., DB - Active (30d)), actions = wait + send email/SMS in sequence. Add exit conditions: contact replies, books appointment, purchases, or unsubscribes. Test with team email addresses before activating.

How: Team adds themselves as test contacts with segment tags. Run through full sequence at accelerated pace. Check: email deliverability (not landing in spam), SMS delivery, link tracking, CRM record updates. Document any issues and fix before client approval.

How: Claude creates the Authority Email Framework: 4 email archetypes (Story-driven, Lesson-driven, Myth-busting, Behind-the-scenes), each with a fill-in template. Include: subject line formulas, opening hook templates, body structure, CTA options. Output: Google Doc in client Drive folder Authority Email Framework.pdf.

How: Claude writes 4 emails using the Brand Bible, deep dive call transcript, and client's unique stories/insights. Week 1: Story (founding story or client transformation). Week 2: Lesson (common mistake in their industry). Week 3: Myth-bust (challenge a popular assumption). Week 4: Behind-the-scenes (what goes into their service). Each 200-400 words.

How: Team creates a GHL email template with the client's brand header/footer. Set up a broadcast workflow: manual trigger (team loads the email copy each week) or scheduled if the client wants to batch. Configure send time based on database engagement data (check GHL email analytics for best open-rate windows).

How: Claude designs the campaign flow: Day 1 = Email (personal, curiosity-driven subject). Day 2 = SMS (short, casual, asks a question). Day 4 = Email (value-driven, offers something free). Day 6 = Voicemail drop (if available in GHL). Day 8 = Final email ("Should I close your file?"). This sequence is proven to get 15-25% response rates from dormant lists.

How: Claude writes all touchpoints using Brand Bible voice. Key principle: write like a human, not a brand. Use first name, reference their original enquiry if possible ({{lead_source}} merge field), ask genuine questions. Voicemail script: max 30 seconds. Deliver as Google Doc for review.

How: Team builds in GHL → Automation → Workflows. Key settings: trigger = tag DB - Dormant or DB - Dead added. Add wait steps between touchpoints. Add "If/Else" branches: if contact replies → stop workflow + move to manual follow-up pipeline. If contact opens but doesn't reply → extend by 1 more touchpoint. Test with 3-5 internal contacts first.

How: Team reviews GHL workflow stats after 10 days. Tag contacts: RE - Re-engaged, RE - Not Interested, RE - Unreachable. Move re-engaged contacts to active nurture. Archive unreachable. Report results to client: response rate, re-engagement rate, list health improvement.

How: Claude designs the 7-day launch blueprint: Day 1-2 = Seed (tease what's coming). Day 3 = Reveal (announce the offer). Day 4 = Social proof (testimonials, results). Day 5 = Objection handling (FAQ, myth-busting). Day 6 = Scarcity (deadline or limited spots). Day 7 = Last call (final push). Each day = 1 email + 1 SMS. Output: Launch Campaign Blueprint.pdf in Google Drive.

How: Claude writes all 14 pieces of copy (7 emails + 7 SMS) using Brand Bible voice, offer copy from Phase 4, and social proof from Phase 5. Each email: subject line, preview text, body (200-400 words), CTA. Each SMS: max 160 chars with tracking link. Deliver as Google Doc, organised by day.

How: Team builds the workflow in GHL → Automation → Workflows. Use placeholder fields for offer-specific copy so the template can be duplicated. Trigger = manual (tag-based). Include: daily email + SMS, reply detection, conversion tracking via opportunity pipeline stage changes. Save as template workflow: TEMPLATE - 7 Day Launch.

How: Team records a 10-15 minute Loom covering the full process. Upload to client Google Drive folder. Share in Slack channel with the message: "Here's your Launch Campaign SOP. You can now run a campaign anytime. We'll walk through the first one together on our next call." Pin in Slack for easy access.

How: Claude drafts the KPI framework with benchmarks: Email open rate target = 25%+, Click rate = 3%+, Reply rate (re-engagement) = 15%+, Conversion rate = 2-5%, Revenue per contact = calculate from first campaign. Document in Database Performance KPIs.pdf.

How: Team configures in GHL → Reporting. Set up: email campaign reports (open/click/bounce), SMS delivery reports, opportunity pipeline tracking (attribute revenue to campaign source). Create a custom dashboard view: Database Campaign Performance. Ensure UTM parameters are on all links for cross-platform tracking.

How: Claude creates the Google Sheet template with formulas: Campaign Name, Date, Segment Targeted, # Sent, Open Rate, Click Rate, Conversions, Revenue, CPA. Auto-calculates: Revenue Per Contact, List Growth Rate, Lifetime Value of Database. Team shares with client and populates after each campaign.

How: Team activates the workflow targeting the selected segment. Monitor daily: open rates, replies, conversions. After Day 7, Claude compiles the campaign report: total reach, engagement metrics, revenue generated, key learnings, recommendations for next campaign. Share in Slack + Google Drive. Celebrate wins.

How: Claude reviews: ad performance data (Phase 9), email open/click rates (Phase 10), sales call transcripts, social engagement data, funnel conversion rates. Identify: which positioning angle got the best results? Which language resonated most? Which differentiators actually matter to buyers? Output: Refined Positioning Statement (1-2 sentences) + supporting evidence.

How: Claude prepares a 1-page positioning brief: current positioning (Phase 1) → proposed refinement → evidence (metrics, quotes, data points) → recommendation. Share in Slack for Mario's review. Book 15-minute call if needed. Document final approved positioning in Brand Bible (update the Google Doc).

How: Claude updates the Brand Bible sections: Brand Positioning, Core Messaging, and Competitive Differentiation. Version the document: add "v2.0 — Updated [date]" to the header. Notify client in Slack: "Your Brand Bible has been updated with refined positioning based on what we've learned from your campaigns."

How: Claude reviews all campaign data and compiles: top 10 ad headlines by CTR, top 10 email subject lines by open rate, top 5 landing page headlines by conversion rate, top performing SMS messages. Organise into categories: Headlines, Subject Lines, CTAs, Value Props, Objection Handlers. Output: Proven Messaging Library.pdf in Google Drive.

How: Claude creates the final messaging framework as a structured document. Sections: Brand Story (150 words), Elevator Pitch (30 seconds), Value Propositions (ranked by evidence), Key Messages (per segment: new leads, warm leads, existing clients), Tone of Voice (3 personality traits + dos/don'ts), Vocabulary Guide (use/avoid lists). Output: Messaging Framework v2.0.pdf. Get client sign-off in Slack.

How: Claude creates 3 quick-reference cards: (1) Brand Voice Card — personality traits, tone rules, use/avoid words. (2) Headline Formulas Card — 10 proven headline templates with fill-in blanks. (3) CTA Cheat Sheet — primary/secondary CTAs for every context (social, email, ads, website). Design team formats these as branded PDFs. Share in Slack + Google Drive.

How: Design team reviews the logo in context: social profile picture (32px circle), website header (full width), email signature, business card, physical signage. Check: readability at small sizes, colour contrast, versatility on dark/light backgrounds. If redesign needed, create 2-3 options + present to client. Deliver final logo pack: PNG (transparent), SVG, horizontal + stacked versions, light + dark versions.

How: Design team creates the colour and type system. Colour: primary (1-2 colours), secondary (1-2), accent (1), neutrals (3-4 shades). Typography: heading font (display/serif), body font (sans-serif), mono (for code/data if needed). Test combinations for accessibility (WCAG AA contrast). Document with swatches, hex/RGB/CMYK codes, and usage rules.

How: Design team creates templates in Canva (shared with client's Canva account). Minimum 8 templates: 2x quote graphics, 2x testimonial graphics, 2x educational/tip graphics, 1x carousel cover, 1x story template. Each template uses the locked brand colours, fonts, and logo placement. Share Canva link in client Slack channel.

How: Design team creates the GHL email template: branded header (logo + brand colours), styled body area (correct fonts, line spacing), branded CTA buttons (primary colour + hover state), footer (social links, address, unsubscribe). Save as template in GHL → Marketing → Email Templates. Apply retroactively to all active nurture sequences from Phase 10.

How: Claude drafts the full document. Sections: (1) Brand Story & Mission, (2) Positioning Statement, (3) Target Audience, (4) Tone of Voice & Messaging, (5) Logo Usage (clear space, minimum size, don'ts), (6) Colour Palette (with codes), (7) Typography (with hierarchy), (8) Photography Style, (9) Social Media Guidelines, (10) Email Guidelines, (11) Templates & Resources. Output: Google Doc first for review, then design team formats as branded PDF.

How: Design team takes the approved Google Doc and designs it in Canva or InDesign. Apply the brand's own visual system to the document (practice what you preach). Include: colour swatches with drag-and-drop hex codes, font samples at different sizes, logo placement examples, do/don't visual examples. Export as PDF. Upload to Google Drive: Brand Guidelines - [Business Name] - v1.0.pdf.

How: Share PDF in Slack with a summary message: "Here's your Brand Guidelines — the playbook for how your brand looks, sounds, and feels everywhere." Schedule 30-minute walkthrough call. Get written confirmation in Slack: "Approved" or feedback for revisions. Max 2 revision rounds. Pin the final version in Slack.

How: Claude creates a 2-3 page "Team Brand Brief" distilled from the full guidelines. Sections: Our Story (2 sentences), Our Difference (3 bullet points), How We Sound (tone examples — "we say this, not that"), Our Promise (to clients), Quick Reference (logo, colours, where to find templates). Written at a level anyone can understand and remember.

How: Schedule 45-minute session. Mario walks through: positioning, key messages, tone of voice, visual identity. Ask the client's team: "If a customer asks why they should choose us, what do you say?" If the answer doesn't match the brand guidelines, keep workshopping until it does. Record via Read.ai.

How: Team creates a channel audit checklist: Instagram (profile pic, bio, highlights covers), Facebook (profile, cover, about), Google Business Profile (logo, cover, description), email signatures (new template), GHL email template (updated header/footer), existing landing pages (updated colours/fonts). Work through systematically. Screenshot each updated channel as evidence.

How: Claude drafts the Slack message. Include links to: Brand Guidelines PDF, Team Brand Brief, Logo Pack (Google Drive link), Canva Templates, Messaging Framework, Proven Messaging Library, Social Media Templates. Format with clear headers and bullet points. Team posts and pins in Slack channel.

How: Claude reviews the client's conversion goal (from Phase 4), offer stack (Phase 4), and buyer journey (Phase 3). Define: primary conversion action (e.g., "Book a Free Trial"), secondary conversion action (e.g., "Download Guide"), traffic sources (ads, organic, referral, social). Document in Website Strategy Brief.pdf.

How: Claude drafts the sitemap based on offer stack and conversion strategy. Format: page name → purpose → primary CTA → content requirements. Keep it lean — every page must earn its place. If a page doesn't serve conversion or authority, cut it. Output: visual sitemap diagram (text-based tree structure) + page-by-page brief in Website Sitemap.pdf.

How: Claude performs competitor website analysis via web search and chrome-takeover. Score each competitor on: first impression (5s test), messaging clarity, visual quality, mobile responsiveness, CTA visibility, social proof usage, page load speed (via PageSpeed Insights). Compile into Competitor Website Audit.pdf. Highlight 3 "steal-worthy" elements and 3 "avoid" patterns.

How: Share the Website Strategy Brief and Sitemap in Slack. Walk through on the next strategy call: "Here are the pages we're building, here's why, here's the conversion flow." Get written approval: "Approved to proceed." Document any requested additions or changes. Max 1 revision round at this stage.

How: Design team creates wireframes in Figma or Canva. For each page: section order, content blocks, image placement zones, CTA positions, navigation structure. Use the sitemap brief as the guide. Key principle: Above the fold = headline + subheadline + primary CTA + hero image. No exceptions. Share wireframes in Slack for review.

How: Design team wireframes the homepage section by section. Claude provides the content brief for each section: what content goes here, what emotion it should trigger, what objection it overcomes. Every 2-3 sections should include a CTA — don't make visitors scroll to the bottom to take action.

How: Design team creates mobile wireframes for every page. Key mobile rules: single-column layout, thumb-friendly CTA buttons (minimum 44px height), no horizontal scrolling, images compress to under 200kb, text readable without pinching (minimum 16px body), sticky header with CTA button always visible.

How: Share wireframes in Slack or via Figma link. Walk through on a call — screen share and scroll through each page explaining the logic: "Here's why the testimonials come before the pricing section." Get sign-off. Max 1 revision round — structure changes only, not design feedback.

How: Claude writes homepage copy using: Brand Bible (tone/voice), Messaging Framework (key messages), Proven Messaging Library (tested headlines), and wireframe structure (content flow). Write section by section, matching the wireframe layout. Include: hero headline (max 10 words), subheadline (max 25 words), body sections (100-200 words each), CTA button text (max 5 words per button). Deliver as Google Doc with sections clearly labelled to match wireframe.

How: Claude writes the About page using the brand story from the Messaging Framework and deep dive call transcript. Key principle: 80% about the customer, 20% about you. Lead with the customer's problem, then explain why you're the right person to solve it. Include: founder story (150 words), team section (if applicable), credentials/results, values, CTA to services or booking page.

How: Claude writes service page copy using the offer stack from Phase 4 and landing page copy from Phase 6. For each service: headline (outcome-focused), subheadline, what's included (bullet points), who it's for, pricing (if displayed), social proof, FAQ, CTA. Reuse proven copy from landing pages where possible — don't rewrite what already converts.

How: Claude writes: page headline ("Let's Talk" or similar), brief intro paragraph (2-3 sentences setting expectations), form field labels (keep fields to minimum — name, email, phone, message), submit button text, thank you message, response time commitment. Also write the auto-reply email that fires after form submission.

How: Claude writes alt text for each image placeholder in the wireframes. Format: descriptive, concise, keyword-aware. Example: "Personal trainer coaching client through a squat exercise in a bright gym studio" — not "IMG_0234.jpg". Compile in a Google Doc mapped to wireframe image positions.

How: Juan and design team build the site page by page. Apply: brand colours, typography, logo, imagery style from Brand Guidelines. Load Claude's approved copy into each section. Key principle: design serves the copy, not the other way around. Don't redesign around copy — the words were written to convert in a specific order.

How: Use client-provided photos first (from Phase 3 assets). If gaps exist, use premium stock that matches the brand's photography style (defined in Brand Guidelines). Optimise all images: compress to WebP format, max 200kb per image, serve responsive sizes. Use alt text from Claude's copy document.

How: Team implements forms using GHL embedded forms or native platform forms with GHL webhook integration. Each form submission must: create/update a GHL contact, trigger the appropriate automation workflow, redirect to the correct thank you page. Test every form with a real submission before going live.

How: Claude can review the live staging site via chrome-takeover: check that all copy matches the approved Google Doc, CTA buttons are prominent, navigation works, images load, forms submit correctly. Flag any discrepancies. Team fixes before client sees the site.

How: Team sets up integrations: embed GHL forms directly (preferred) or use webhooks from native forms to GHL → Settings → Integrations → Webhooks. Map fields: name, email, phone, message → GHL contact fields. Set up pipeline stage assignment: new form submission → "New Lead" stage in the appropriate pipeline. Test each form with a real submission — verify the contact appears in GHL within 60 seconds.

How: Team builds GHL workflows for each form: (1) Contact form → auto-email confirmation + SMS "Thanks, we'll be in touch within 24 hours" + internal Slack notification + assign to pipeline. (2) Booking form → calendar confirmation + reminder sequence. (3) Lead magnet form → deliver asset + add to nurture sequence from Phase 10. Test all automations end-to-end.

How: Claude can test this via chrome-takeover: navigate to the website, submit a test form with a known test email, then check GHL (via API or browser) to verify the contact was created with correct data. Team verifies the automation: check that email confirmation sent, SMS delivered, Slack notification fired, pipeline stage assigned. Document any failures and fix.

How: Claude writes meta titles and descriptions for each page. Format: Title = Primary Keyword | Brand Name (e.g., "Personal Training Bondi Beach | Body By Brando"). Description = action-oriented summary with keyword + CTA. Include location keywords for local businesses. Compile in a Google Sheet: Page, Title, Description, Target Keyword, Character Count.

How: Team implements: (1) XML sitemap — auto-generated by platform or manually created, submitted to Google Search Console. (2) robots.txt — allow all pages, block admin areas. (3) Canonical URLs — self-referencing on each page. (4) Schema markup — LocalBusiness JSON-LD on homepage (Claude can write the schema code). (5) Open Graph — og:title, og:description, og:image for each page. (6) Favicon — upload brand icon.

How: Team sets up: (1) Google Search Console — verify domain ownership (DNS TXT record or HTML tag), submit sitemap. (2) GA4 — install tracking code via Google Tag Manager or direct embed. Set up conversion events: form submission, phone click, booking confirmation. (3) Connect GA4 to GHL for closed-loop attribution if possible.

How: Team runs PageSpeed Insights (pagespeed.web.dev) on all pages. Address common issues: compress images to WebP, lazy-load below-fold images, minify CSS and JavaScript, enable browser caching, reduce server response time. Retest after optimisation. Document scores: before vs after. Target: 90+ mobile, 95+ desktop.

How: Team tests on physical devices. Use a testing checklist: (1) Homepage loads in under 3 seconds, (2) All text readable without zooming, (3) Buttons are thumb-friendly (min 44px), (4) Forms are easy to fill on mobile keyboard, (5) Images don't break layout, (6) No horizontal scrolling, (7) Sticky header/CTA works correctly. Screenshot any issues and fix.

How: Team opens the site in each browser on desktop. Check every page for visual consistency. Common issues: Safari handles certain CSS differently (flexbox gaps, backdrop-filter), Firefox may render fonts differently. Use BrowserStack if team doesn't have access to all browsers locally. Document and fix any inconsistencies.

How: Team works through a comprehensive QA checklist page by page. Every link must go somewhere real (no 404s). Every form must submit and confirm. Every button must have a hover state. Navigation must work on all screen sizes. Test the "back button" behaviour — visitors should never get stuck. Log issues in a shared Google Sheet for the build team to fix.

How: Schedule a 30-45 minute call. Screen share and walk through every page: "Here's your homepage — notice how the headline uses the language your customers actually use..." Make them scroll on their own phone during the call. Ask: "Does this feel like your business?" After the walkthrough, share the staging link in Slack for them to review at their own pace. Give 48 hours for feedback.

How: Ask the client to provide feedback in Slack or a shared Google Doc. Claude compiles and categorises: (1) Must-fix (factual errors, broken elements), (2) Should-fix (copy tweaks, design adjustments), (3) Could-fix (nice-to-haves, defer to post-launch). Present the categorised list back: "Here's what we'll fix in Round 1. We'll address these post-launch." Set timeline: Round 1 revisions in 48 hours.

How: Claude updates any copy changes — ensure they still match the messaging framework and Brand Bible voice. Team implements design and functionality changes. After all changes: re-test on mobile and desktop, verify all forms still work, check page speed hasn't degraded. Share updated staging link in Slack for Round 2 review.

How: Post in Slack: "Here's the final version. If everything looks good, reply 'Approved to launch' and we'll schedule go-live." If the client hesitates, ask what's holding them back — there's usually a specific concern that can be resolved in 15 minutes. Do not proceed without the written approval.

How: Team runs through: (1) All forms tested and working, (2) GHL integrations verified, (3) Google Analytics tracking firing, (4) Meta Pixel installed (for ad retargeting), (5) SSL certificate active, (6) Favicon uploaded, (7) 404 page designed, (8) Old URL redirects set up (if replacing existing site), (9) robots.txt allows indexing, (10) XML sitemap submitted to Search Console. Every item checked off before proceeding.

How: Juan updates DNS records (typically an A record or CNAME depending on hosting). Verify: site loads on the live domain, SSL padlock shows, all pages accessible, no mixed content warnings. If replacing an old site: map old URLs to new URLs, implement 301 redirects, test each redirect. Monitor for 2 hours after launch for any issues.

How: Claude drafts the launch celebration message: "Your new website is LIVE! [URL]. This is the culmination of everything we've built together. Here's what happens now: we monitor performance for 2 weeks, optimise based on data, and make sure everything is running perfectly. Share the link with everyone — you should be proud of this." Team posts in Slack.

How: Team checks daily: (1) Site is live and loading (uptime check), (2) Forms are submitting to GHL (test submission every 3 days), (3) Google Search Console for indexing issues or errors, (4) GA4 for traffic patterns and conversion events, (5) PageSpeed for any degradation. After 2 weeks: compile a post-launch report with traffic stats, form submissions, top pages, and recommendations. Share in Slack.

How: Team works through the channel checklist from Phase 11 (Section 5). Update: Instagram bio link, Facebook page URL, Google Business Profile website, GHL email signatures, ad campaign destination URLs (Phase 9), landing page navigation links (Phase 6). Verify each update is live. This ensures no traffic goes to an old or dead URL.