📘 Module 2 of 6
⏱ Time: 6–8 hours, across a few sessions
📋 What you'll need: Your Messaging Brief and Brand Voice Guide from Module 1, your Keyword Research Spreadsheet (Spreadsheet 2), and your AI project
✅ Output: A fully written website built to convert, with SEO foundations in every page
⏱ Time: 6–8 hours, across a few sessions
📋 What you'll need: Your Messaging Brief and Brand Voice Guide from Module 1, your Keyword Research Spreadsheet (Spreadsheet 2), and your AI project
✅ Output: A fully written website built to convert, with SEO foundations in every page
You already did the research in Module 1. This module turns your Messaging Brief into actual pages — written in your voice, aimed at your buyer, and built to convert.
💡 Already have a website?
Don't skip this module — you just won't be starting from a blank page.
Many founders come to this Kit with a site already up. The issue is rarely how it looks. It's that the copy was written from assumptions about the buyer rather than from research, no page is mapped to a keyword anyone actually searches, and nothing on the page is built to turn a visitor into a lead.
So you'll work through this module the same way, with one difference: instead of writing from scratch, you give the AI your existing page — the URL, or the copy pasted in — and it tells you what to change and why, based on your Messaging Brief. Some pages need a full rewrite. Some need a new headline and a restructure. Some are fine and just need the SEO foundations added.
Either way you end up in the same place: pages built on your buyer's real language, mapped to real keywords, and structured to convert.
Why This Comes Before Ads, Email, or Content
Ads, content, and email all send people to a page. If that page doesn't convert, you've paid for the click and got nothing back.
There's a second reason to build it first: if you launch ads before your pages work, you can't tell what's failing. A campaign with poor results and an untested page gives you two variables and no way to separate them. With the page already built and working, you know the ad is the thing to fix.
⚠️ Don't skip ahead to the ads.
It's a mistake founders sometimes make with this Kit, and it costs real money — you find out your page doesn't convert by paying for the traffic that proves it. Build the pages first, then send traffic to them.
What You'll Build
The pages and assets
A homepage — built on your headline, your UVP, and your dominant objection, straight from your Messaging Brief.
An offer page or product page — the layout and copy that turn interest into a booking or a sale. Service businesses build an offer page; ecommerce brands build a product page.
An about page — with the three things an about page has to do, none of which is telling your life story.
A lead magnet — the concept, the outline, and the thing itself. This is what feeds your email list in Module 6.
An opt-in page and a thank-you page — the two pages that turn a visitor into a subscriber, and a subscriber into a customer.
SEO foundations in every page — title tags, meta descriptions, H1 and H2 structure, and URL slugs, each mapped to a real keyword in Spreadsheet 2.
What each page draws on
What each page draws on
From your Messaging Brief:
- Buyer Profile — who every page is written for
- Your Headlines — your homepage hero headline comes from here
- Your UVP — the subheadline on your homepage and offer or product page
- Your Dominant Objection + Copy System — this already contains a homepage copy approach, written for you in Module 1
- Your Positioning Statement — the filter every page passes through
- What Makes You Different — the concrete differentiator each page is built around
- What They Say and Their Language — your buyer's real words, which is what makes copy land
- Awareness & Sophistication — decides how each page opens, and whether an outcome claim or a mechanism lands
From your Brand Voice Guide:
- Your voice descriptors, tone by channel, banned words, and the litmus test — applied to everything you write here
Both documents are uploaded in your AI project, and the prompts in this module read them directly — you don't paste anything from them.
📌 If you skipped Module 1, go back and do it.
Every prompt in this module runs on your Messaging Brief. Without it, you'll get generic website copy that could belong to any business in your category — which is the one thing guaranteed not to convert. Module 1 of 6 - Define Your Buyer & Messaging
How the AI Prompts Work
This module builds your pages with a series of guided prompts — one per page. You'll write your homepage, your offer or product page, your about page, then your lead magnet, opt-in, and thank-you pages, each from its own prompt. You'll run the ones for your business type: service businesses use the offer-page and service-homepage prompts, ecommerce businesses use the product-page and ecommerce-homepage versions.
Like Module 1, each prompt carries 20 years of marketing expertise and established copywriting methods, and each works only from your Messaging Brief and Brand Voice Guide — so the copy fits your business rather than describing anyone.
📌 Getting the most from the prompts.
- Run every prompt in your AI project — the same one you used for Module 1, where your Messaging Brief and Brand Voice Guide are already uploaded.
- The prompts read both documents directly, so you don't paste anything from them.
- Save each finished page's copy back into the project as you go.
- If you haven't set up a project yet, go back to the Start Here page (Start Here - Read This First) — it takes five minutes and makes every module easier.
Get Spreadsheet 2 First
Every page you build maps to a keyword, and that keyword shapes the page title, the URL, the H1, and the meta description. Set up your keyword research spreadsheet before you write anything.
📌 How to get your copy
- Click the link above
- File → Make a copy
- Rename it: Keyword Research — [Your Business Name]
- Save it to your own Google Drive
- Keep it open alongside this module
💡 You'll use Google's Keyword Planner for this research. It sits inside the Google Ads account you created in Step 00 — you don't need to be running ads to use it.
How to Work Through This Module
Open the Website Copy Workbook first. It will direct you forward at each stage. Each document ends with a link to the next one — just follow the chain
Order | Document | Time |
1. | Website Copy Workbook | 3–4 hours |
2. | Lead Magnet Workbook | 1–2 hours |
3. | Conversion Optimisation Checklist | 30–45 min |
📌 The prompts in this module are guided, like the ones in Module 1.
Paste a prompt in, and it asks you a few short questions before producing anything. Run them in your AI project so they can read your Messaging Brief and Brand Voice Guide, and upload each finished page's copy back into the project as you go.
Before You Start
Your Messaging Brief is finished and uploaded to your AI project
Your Brand Voice Guide is finished and uploaded to your AI project
Your copy of Spreadsheet 2 is made, renamed, and open
You know which you're building: an offer page (service) or a product page (ecommerce)
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