Surinder reran the keyword research after Week 1 and stripped out the software-competitor angle. New positioning: not clinic software, an AI receptionist + local visibility play. Confirmed the value canvas doc he added was the unlock. Lesson reinforced: context beats prompting.
Surinder's first MD organised Solutions under SELF (Secure every inquiry, Establish local trust, Leverage smart marketing, Freedom through systems). Decision: SELF gets its own dedicated philosophy/"how it works" page. Solutions URLs target the actual keywords (AI receptionist, lead capture, review management) and the SELF page deep-links into them.
Prompted Claude (dangerously-skip-permissions, plan mode skipped for speed) to rewrite the rebuild MD: Solutions pages target main keyword + LSI keywords as H2/H3s, SELF lives as its own page. Cleared two stray service items (medical spa marketing, marketing attribution) that didn't match the business model.
Walked through Stitch (free Google tool) for natural-language homepage iterations against a screenshot of the current GHL site. Kept dark + teal-green brand palette. Plan: export the locked design language as a zip and hand it to Claude Code as the visual contract for the Astro build.
Created the master tracking sheet: page title, category, URL, target keyword, title tag, meta description, H1, LSI keywords, and an approval-status dropdown per row. This becomes the single source of truth for the rebuild, downloaded as CSV and dropped into the project folder so Claude reads it on every run.
Used the Figma MCP via Claude Code to draw the full site map (top nav, Solutions hub, Industries hub, Resources, About, Framework). Killed the "Capture every lead / Grow local visibility / Convert and retain" sub-routers under Solutions hub: overkill, link straight to the 9 Solution pages instead.
Four industries to target: med spas, aesthetics clinics, laser clinics, cosmetic surgery, medical practices. Architecture leaves room to add dentists/chiropractors later under the same Industries hub without restructuring.
Surinder built a clinic from 1 to 9 UK locations, franchised, sold ~2023, 20 years in the industry. Decision: this story powers the About page + person schema + LinkedIn cross-link. No competitor can copy it. Use Person schema on About and link out to LinkedIn for E-E-A-T.
Mapped 10-15 unique page layouts: homepage, about, contact, how-it-works/SELF, solutions hub, solution page (template), industries hub, industries page (template), resources hub, case studies hub, case study (template), FAQ, privacy/terms. The hub + template pattern keeps the build linear.