[Who + how subhead — e.g., "We're a family-owned roofing contractor in [City]. Free inspections, written estimates the same day, and a 10-year workmanship guarantee."]
[1–2 sentences. Proof or qualifier that makes the claim credible and specific. No vague claims.]
[1–2 sentences. Specific detail: arrival window, communication process, availability.]
[1–2 sentences. The guarantee: conditions, timeframe, what it covers. Make it verifiable.]
[1–2 sentences: what's included, what makes it trustworthy. Write from customer's perspective.]
Learn more[1–2 sentences. What the customer gets. Each card should stand alone.]
Learn more[1–2 sentences. Outcome-focused, not feature-list.]
Learn more[1 sentence summary: what's covered.]
Right for you if: [1 sentence describing the customer situation this service fits — a situation, not a persona.]
Learn more[1 sentence summary.]
Right for you if: [Customer situation.]
Learn more[1 sentence summary.]
Right for you if: [Customer situation.]
Learn more"[Full outcome-specific quote — what happened, what the result was, why it mattered. Include at least one specific detail: a time, a price, an unexpected problem solved. 2–3 sentences.]"
![[Client name]](img/testimonial-1.jpg){kind=small}
"[Shorter quote. Outcome or observation only — no personality compliments. 1–2 sentences.]"
"[Shorter quote. Different proof point than card 2. Observation-based, not compliment-based.]"
[Project type — e.g., "Commercial HVAC Retrofit"]
[Client context — e.g., "Aurora Medical Office — 8,200 sq ft"]
Challenge: [1 sentence on the specific problem.]
Result: [1 sentence with a specific, quantified outcome — bold the number.]
[Project type]
[Client context]
Challenge: [Specific problem.]
Result: [Quantified outcome — bold the number.]
[Project type]
[Client context]
Challenge: [Specific problem.]
Result: [Quantified outcome — bold the number.]
![[Owner name], owner of [Business Name]](img/founder.jpg)
"[2–3 sentences in the owner's voice. Origin story tied to a specific belief or standard — not a mission statement. Should sound like something the owner would actually say out loud, not marketing copy.]"
[Owner Name]
[Owner & Founder · Business Name · Master Credential or Tenure]
[1 sentence removing the last objection — no obligation, no pressure. State what the customer will get: free estimate, same-day callback, free consultation.]