# Offer Draft - 2RE03

> Fill-in-the-blank copy for the **Offer** stage of `memory-bank/sales-funnel-plan.md`.
> The shape is settled (user-confirmed 2026-09-22): **one primary offer with a published price band, plus a fixed-price diagnostic as the entry step**, with every other capability left as bench depth. What is missing is facts, which only the user has, so every gap below is written as a visible slot in `[[double brackets]]`. **No slot may be filled with an invented number, duration, claim or result** (Ways of Working 3). Nothing here is production copy yet: once the slots are answered, this becomes the copy for `services.html`, `index.html` and `contact.html`. **Progress (2026-09-22): 2 of 21 slots answered, proposals drafted for the other 19.** Six numbers and ten outcome lines are still bracketed, because only the user has them. **Conventions:** `✅` means the user confirmed it; **Proposed** means Cline drafted the wording and the user should edit it freely; `[[TODO: ...]]` marks a fact only the user can supply, and nothing in brackets is final or deployable.

## Slots to answer

| Slot | Feeds | Answer |
|---|---|---|
| `[[primary offer name]]` | `services.html` h2, homepage teaser | **Proposed** in Block A, three options |
| `[[one-sentence promise]]` | `services.html` lead, hero support line | **Proposed** in Block A |
| `[[what's included]]` | `services.html` bullets, 4 to 6 items | **Proposed** in Block A, six bullets taken from `about.html` |
| `[[typical duration]]` | `services.html` facts, homepage teaser | `[[TODO]]` in Blocks A and C |
| `[[price band]]` | `services.html` facts, homepage teaser, contact qualification | `[[TODO]]` in Blocks A, C and D |
| `[[what you supply]]` | `services.html` facts, contact "what to include" | **Proposed** in Block A, needs a check for anything missing |
| `[[revision rounds]]` | `services.html` facts | ✅ **Answered 2026-09-22: 3** |
| `[[ownership terms]]` | `services.html` facts, contact risk reversal | ✅ **Answered 2026-09-22: the client owns the work once the final payment is received** |
| `[[diagnostic name]]` | `services.html` card, homepage teaser, contact CTA | **Proposed** in Block B, "Site Assessment", two alternatives |
| `[[diagnostic price]]` | same as above | `[[TODO]]` in Blocks B and C |
| `[[diagnostic duration]]` | same as above | `[[TODO]]` in Block B |
| `[[diagnostic deliverable]]` | same as above | **Proposed** in Block B, needs your yes before it is offered |
| `[[credit toward project]]` | same as above | `[[TODO]]` in Block B |
| `[[project floor]]` | `services.html`, `contact.html` | `[[TODO]]` in Block D |
| `[[who replies]]` | `contact.html` | ✅ Live copy: "the form goes straight to us" |
| `[[reply time]]` | `contact.html` | ✅ Live copy: "aim to reply within a couple of days" |
| `[[first call agenda]]` | `contact.html` | **Proposed** in Block D, confirm the 30 minutes |
| `[[what you leave with]]` | `contact.html` | **Proposed** in Block D, a promise to confirm |
| `[[results per case study]]` | 10 case-study pages plus the homepage proof strip | **10 tailored prompts** in Block E |
| `[[quotes or names we may publish]]` | proof strip, case studies | **Proposed** in Block E |
| `[[analytics yes or no]]` | every page | **Proposed** in Block E, "yes" recommended |

## Draft copy, in the site's voice

Slots are the only things missing. Word choice outside the slots is a first draft for the user to red-pen, not the user's own words.

### Block A - `services.html`, the primary offer (replaces the current "Web Design" section, same layout)

**Proposed** copy, assembled from what `about.html` already claims plus the revision count the user confirmed. Edit freely.

- Eyebrow: `The offer`
- h2: `The Website Project` - *options for `[[primary offer name]]`: "The Website Project", "A Site, End to End", "Web Design Project". Pick one or replace.*
- Lead: `We find the actual problem, then design and build the site that solves it, so it says what you do clearly and holds up on whatever screen shows up next.`
- Bullets (**proposed**, derived from `about.html`'s "How we work" so nothing new is being claimed):
  - `Figuring out the actual problem before anything gets designed`
  - `Structure and copy: we write the words if the project needs them`
  - `Design: layouts, type, and the pieces the site needs to work`
  - `Build: hand-coded, responsive, and checked on real screens`
  - `Three rounds of revisions`
  - `Launch and handoff: you own the work once the final payment is received`
- Facts line: `Typical project: [[TODO: 4 to 8 weeks]] · From [[TODO: $X]] · You supply photos, existing material, logins, and a decision-maker · 3 rounds of revisions`
- Ownership line: `You own the work once the final payment is received.` (✅ confirmed 2026-09-22)
- Buttons: `Start a project` (primary, as today) and `Not ready for a project?` (anchor to Block B)

Two cautions on the facts line: the duration must be the calendar time actually achieved including the client's review time, and the price must be a number the user would be happy to honour twice in a row.

### Block B - `services.html`, the entry step (dark card, `bg-ink text-cream`, matching the Workflow band's middle card)

**Proposed**, but this one commits the user to delivering a service, so it needs their yes before it is built.

- Eyebrow: `Start smaller`
- h2: `Site Assessment` - *options for `[[diagnostic name]]`: "Site Assessment", "Website Audit", "Design Diagnostic"*
- Lead: `A written assessment of what you have now: what's working, what isn't, what we'd change first, and what a project would take. Yours to keep and act on with or without us.`
- Facts line: `[[TODO: $X]] · [[TODO: e.g. one week]]`
- Credit line: `If you go ahead with the project, [[TODO: the whole fee]] comes off the price.`

### Block C - `index.html`, offer teaser band (sits under the trigger questions, above the work list)

**Proposed:**

- h2: `Here's what working with us looks like.`
- Body: `Most projects run [[TODO: 4 to 8 weeks]] and start at [[TODO: $X]]. If you'd rather test the water first, the Site Assessment is [[TODO: $X]], and it comes off the bill if you hire us.`
- Buttons: `Start a project` (primary) and `See the details` -> `services.html`

### Block D - `contact.html`, risk reversal (extends the existing "Response time" panel, reusing its wording rather than replacing it)

**Proposed.** The live page already says "We read everything that comes in and aim to reply within a couple of days. If it looks like a fit, we'll suggest a quick call", so this extends that panel rather than replacing it.

- h3 or h4: `What happens next`
- Body: `We read it, and aim to reply within a couple of days. If it looks like a fit, the first call runs about [[TODO: 30 minutes]] and covers what you're trying to do, what's in the way, and roughly what it would take. You'll leave it knowing what to build next and what it would cost, whether or not you hire us. If we're not the right studio for it, we'll say so.`
- Second line, qualification: `Our projects start at [[TODO: $X]]. Below that, the Site Assessment is the honest way to start.`

Two things to confirm, because both are promises rather than descriptions: the 30-minute first call, and that a prospect really does leave knowing what to build next and what it would cost. They have to be true every time.

### Block E - the proof stage

`index.html` gains a proof strip and each case-study page gains one outcome line. Both need facts only the user has.

- Homepage proof strip: two or three short lines taken from the outcome lines below, or one or two client quotes.
- Outcome lines, one per case study:

| Case study | What the page already claims | The one line to supply |
|---|---|---|
| Jensen's Red Barn | an antiques shop, the barn's story, and Dorothy's scrapbook | `[[TODO: is it live, since when, and does the shop hear from it?]]` |
| Mask Aid Project | a site, videos and a crowdfunding push | `[[TODO: did the campaign hit its goal, and how much was raised?]]` |
| Mehavior | interface, mark and pitch material for an unbuilt app | `[[TODO: what happened after the pitch: funding, launch, or still in progress?]]` |
| 1 Woman's Art and Magic | two books for Joanna Signer plus the selling site | `[[TODO: where are the books sold, and does the site move them?]]` |
| Sam's Rules | words and layout in one pair of hands, with reader tools | `[[TODO: is it published, and who uses the tools in it?]]` |
| Silver Lining | a mark for a high-end retreat, hired to pull the right clients | `[[TODO: did bookings or enquiries change after the mark landed?]]` |
| Teach Each Other AI | monthly meetup site with a countdown and an archive | `[[TODO: how many sessions archived, and what is attendance like?]]` |
| Upscale Food Cart | a 3D proposal to move a cart upmarket | `[[TODO: did it lead to a build, a new market, or higher prices?]]` |
| Urban Moto | a full editorial pipeline for a motorcycle magazine | `[[TODO: how many issues, how many copies, over how long?]]` |
| Victoria Fuller | a site for the only Bunny with the Playboy logo rights | `[[TODO: anything measurable: traffic, bookings, press?]]` |

Also proposed:

- `[[quotes or names we may publish]]`: the case-study pages already name the clients, so the open question is whether any of them will give a sentence to quote. One real sentence beats three invented adjectives, and "none yet" is fine.
- `[[analytics yes or no]]`: **proposed** = yes to one privacy-friendly script plus a click event on `Start a project`. Without it, nothing above can be judged after launch. Say no and the site stays scripting-free and unmeasured.

What counts as an outcome: a number (traffic, enquiries, sales, signups), a date (launched, shipped, went to print), a before and after (replaced X, cut Y hours a week), or the client's own words. Anything concrete beats anything adjectival. Where there is genuinely nothing measurable yet, the line becomes a scope line instead ("designed and built in six weeks", "three ad campaigns in one print run"), which is still proof and still honest; the projects with numbers sit higher in the ordering on the page.

## How to pick the numbers (advice, not fact)

- **Price band**: take what you would quote today for the last two or three projects of that shape, and publish a rounded range rather than a precise figure. The band exists to filter and to self-select, not to quote.
- **Never publish a number you would resent honouring twice in a row.** If the band makes you flinch, the scope is wrong, not the copy.
- **Diagnostic price**: a fixed fee for one to a few days of your own time, producing something the client keeps and can act on without you. Low enough to be an easy yes, high enough to filter tyre-kickers, and credited against the project if they go ahead, which is what makes it safe to buy.
- **Duration**: the calendar time you actually achieve, including the client's own review time, not the ideal case.
- **Floor**: the smallest project you would take without resenting it. Publishing it is a service rather than a snub.

## Build order once the slots are filled

1. `services.html` Offer stage (Blocks A and B): the biggest change, and the one every other page points at.
2. `index.html`: trigger questions moved up, teaser band (Block C) in, breadth moved down, proof strip (Block E).
3. `contact.html`: risk reversal and qualification (Block D).
4. `case-studies/*.html`: outcome lines plus their captions, so the caption backlog item rides along.
5. `thank-you.html` and the analytics decision, so a submission becomes measurable.

Copy is reviewed before it is built. Each pass is verified the same way as the caption and copy passes: tags balance and every reference resolves across all 16 pages, no em dashes, headless-Chrome measurement of any gallery touched, screenshots at 1280px and 390px, and a live probe after the user deploys.