You are in Landing Pages mode. Before starting any build, read docs/website-landing-page-ghl-external-hosting-sop.md in full. Core rules: build HTML/CSS externally (Cloudflare Pages or client domain), GHL handles CRM/forms/automations only. Identify the page type (Type 1 campaign, Type 2 website rebuild, Type 3 SEO treatment page) before writing a single line of code. Follow the QA checklist and compliance rules in Sections 6 and 14 before showing anything to the client.

Aurea Growth SOP — Building Websites & Landing Pages with Codex/Claude Code, GHL Logic, and External Hosting

Last updated: 2026-05-13 (revised 2026-05-15: added smart-quote HTML attribute bug to Section 7 and Technical QA; revised 2026-05-13: added GHL iframe performance/reliability pattern, Cloudflare cache headers, robots.txt note, GHL custom code production pattern with absolute URLs, CTA/form tracking hook pattern, mobile sticky CTA note, expanded skill stack and best-practice invocation order)

Use this SOP whenever Aurea Growth builds a client website, paid-search landing page, or campaign page with Codex/Claude Code while using GoHighLevel for CRM, forms, automations, calendars, and follow-up.

Core principle: do not let GHL page-builder limitations force the page to look cheap. Use the best front-end build for the visitor and the best GHL logic for the backend.

0. Page Type Classification#

Identify which type you are building before starting. Different rules apply.

Type 1 — Campaign / Paid-Search Landing Page#

• Single treatment or offer.
• Single primary CTA.
• Strict qualification gate before calendar access.
• Free consultation as the offer.
• GHL handles CRM, tags, automations, calendar, follow-up.
• Hosted on client domain at a treatment-specific URL.
• Optimised for Google Ads Quality Score.
• Does not need ongoing CMS management — it is a campaign asset.

Type 2 — Website Rebuild / Redesign#

• Full homepage plus existing treatment pages.
• Softer CTA — consultation enquiry or WhatsApp, not a strict suitability gate.
• SEO preservation is a hard constraint — existing URLs, Rank Math scores, and indexed pages cannot be thrown away without a redirect plan.
• Ongoing CMS management required — migrate to Framer after Claude Code locks the design, or use a WordPress theme that a non-developer can edit.
• GHL form is lighter — name, concern, contact — not a 6-step qualification gate.
• Automation is often already in place via the clinic's existing GHL account.

Type 3 — SEO Treatment Page#

• A single page targeting one treatment keyword for organic search.
• Not driven by ad spend, so Google Ads Quality Score is not the main concern.
• Long-form copy, FAQ schema, local intent, internal links to homepage and related pages.
• Usually part of a website rebuild, not a standalone build.
• Can be built in WordPress natively or as a standalone HTML page added to an existing site.

Choose the type before opening a file. The structure, CTA logic, form type, and hosting decision all follow from this.

1. Default Recommendation#

Best Production Setup#

Ad / Search / Campaign Traffic
→ Client domain landing page
→ Custom HTML/CSS built with Codex or Claude Code
→ GHL-powered form / external form tracking
→ GHL calendar or conditional thank-you page
→ GHL workflows, tags, pipeline, tasks
→ GA4 + Google Ads conversion tracking

Why This Is The Default#

• Best for Google Ads Quality Score: page lives on the client domain, with a relevant URL, fast load, strong content match, and trust signals.
• Best for trust: patients see the real clinic domain, not a generic funnel URL.
• Best for design quality: Codex/Claude Code can build a premium page without fighting GHL layout constraints.
• Best for backend operations: GHL still handles CRM, tagging, automations, internal tasks, calendar, SMS/email follow-up, and reporting.

QS vs Attribution — Important Distinction#

When pitching the move from GHL subdomain to main client domain, be precise about what actually improves.

Quality Score improves from:
- Better page content relevance to the keyword (this is the main lever)
- Faster page load speed
- Cleaner design and user experience
- Not from the domain change alone

Attribution improves from:
- Having the landing page and thank-you step on the same domain as the ad click (eliminates the cross-domain referral break in GA4)
- Keeping the session alive through form submission without handing off to api.leadconnectorhq.com or page-builder.leadconnectorhq.com as a referral source
- Means Google Ads sees more conversions attributed to google / cpc instead of (direct) or GHL referral

The domain move helps most on attribution. Page content, copy relevance, and load speed help most on QS. Both are worth doing together. Do not over-claim the QS benefit when pitching the domain move — "better page + faster load = better QS" is correct. "Moving to the main domain alone fixes QS" is not.

2. Decision Tree#

Option A — Custom Page On Client Domain + GHL Logic#

Use this when:

• We have WordPress, SiteGround, Webflow, Wix, Framer, Cloudflare, or server access.
• The page needs to look premium.
• Google Ads Quality Score matters.
• The offer is high-ticket, medical/aesthetic, dental, or trust-sensitive.
• The client already has domain authority or a known clinic website.

Recommended for:

• Google Ads landing pages
• SEO-ready treatment pages
• Premium clinic offers
• High-ticket consultation funnels
• Pages the client may inspect closely

Option B — GHL Page/Funnel Built Natively#

Use this when:

• Website/domain access is delayed.
• The page must be live immediately.
• The form/calendar/workflow logic is more important than perfect design.
• The page is for internal testing or a fast pilot fallback.

Recommended for:

• Temporary pilot pages
• Quick MVP funnels
• Fallback before a client meeting
• Simple lead capture pages where design stakes are lower

Option C — Full Custom HTML Pasted Into GHL Custom Code#

Primary use: visual testing, fast internal preview, showing the concept to the team.

Also validated as a temporary production approach when DNS/subdomain access is blocked and the existing GHL URL must stay untouched. This keeps the same final URL, the same post-form GHL logic, and avoids any DNS complexity or CNAME negotiation with the client.

Required fixes before pasting into GHL:

1. Replace all relative assets/ paths with absolute Cloudflare Pages URLs — GHL has no local file context so relative paths silently fail. Catch src=, href=, srcset=, imagesrcset=, and comma-separated srcset values — srcset is easy to miss and will break the hero image.

sed \
  -e 's|href="assets/|href="https://your-project.pages.dev/assets/|g' \
  -e 's|src="assets/|src="https://your-project.pages.dev/assets/|g' \
  -e 's|srcset="assets/|srcset="https://your-project.pages.dev/assets/|g' \
  -e 's|imagesrcset="assets/|imagesrcset="https://your-project.pages.dev/assets/|g' \
  -e 's|, assets/|, https://your-project.pages.dev/assets/|g' \
  index.html | pbcopy

1. Add a GHL width escape to the outermost page div. GHL wraps pasted code in a constrained container. Without this the page renders narrower than intended:

.page {
  position: relative;
  width: 100vw;
  left: 50%;
  transform: translateX(-50%);
}

Permanent limitations of Option C (still apply even for production use):

• Not editable section-by-section in GHL — copy/image changes require re-pasting the full HTML.
• GHL adds a small script/wrapper overhead on top of the page.
• PageSpeed score will be slightly lower than a pure Cloudflare-hosted version.
• Not suitable if Camille or the client needs to make copy edits without John.

3. GHL Form Strategy#

Best Form Strategy On GHL Pages#

Use native GHL forms or surveys.

Benefits:

• Clean CRM capture.
• Native custom fields.
• Tags and workflow triggers work predictably.
• Conditional logic/disqualification can be configured inside GHL.
• Calendar routing is easier.

Best Form Strategy On External Pages#

Prefer a DOM-compatible form that GHL can track through External Form Tracking.

Requirements:

• The form exists directly in the page DOM.
• It uses a real <form> element.
• Inputs have valid name attributes.
• The form can be mapped into GHL fields.
• Success/thank-you states can be tracked for Google Ads conversions.

Iframe Form Embeds#

The standard GHL embed often looks like this:

<iframe
  src="https://api.leadconnectorhq.com/widget/form/FORM_ID"
  style="width:100%;height:100%;border:none;border-radius:1px"
  id="inline-FORM_ID"
  data-layout="{'id':'INLINE'}"
  data-trigger-type="alwaysShow"
  data-form-name="Clinic Assessment Form"
  data-height="1437"
  data-form-id="FORM_ID"
  title="Clinic Assessment Form">
</iframe>
<script src="https://link.msgsndr.com/js/form_embed.js"></script>

This is acceptable for quick embedding, but it is not the ideal tracking-critical setup.

Use iframe embeds when:

• Speed matters more than perfect external tracking.
• The form is simple.
• We are using GHL-native submission data and not relying on DOM-level external form tracking.
• We can still fire conversions from a thank-you page or redirect.

Avoid iframe embeds when:

• We need precise external form tracking.
• We need custom JavaScript to inspect field-level answers.
• We need maximum Google Ads conversion clarity.
• The form sits inside a custom page and must behave like a native component.

Embed Test Learning — Ayadi 2026-05-11#

When testing GHL form embeds inside a custom HTML page:

• Test through https://, not file://. GHL embed scripts may not behave correctly from a local file.
• Cloudflare Pages is a good temporary HTTPS preview environment.
• The GHL POLITE_SLIDE_IN embed is designed to appear as a slide-in overlay. It may render as blank/hidden inside a normal page section because its iframe often starts with display:none and waits for the GHL script to reveal it.
• For a form that should sit inside the landing page's assessment section, use the INLINE embed mode.
• If two test URLs look identical after converting both to INLINE, that is expected. The original slide-in version has effectively been changed into the same inline form experience.
• If replacing a custom/native form with a GHL iframe, remove or guard any JavaScript that expects the old form elements to exist. Otherwise page scripts can crash before scroll-reveal or layout JavaScript runs, making the page look empty between header and footer.

Safe JavaScript pattern:

const form = document.getElementById("suitabilityForm");
const nextBtn = document.getElementById("nextBtn");

function initNativeSuitabilityForm() {
  if (!form || !nextBtn) return;
  // Native form logic here.
}

function initReveal() {
  document.querySelectorAll(".reveal").forEach((element) => {
    element.classList.add("in");
  });
}

initReveal();
initNativeSuitabilityForm();

Production note: for the final client domain version, the inline iframe embed can be acceptable if speed matters and conversion tracking is handled on the thank-you/redirect step. For maximum external tracking visibility, use a DOM-native form with GHL External Form Tracking or webhook submission instead of iframe.

GHL Iframe Performance Pattern — Nurse Kelsey 2026-05-13#

GHL iframe embeds can behave like a performance trap on custom landing pages.

What happened:

• A custom Cloudflare landing page scored around 90 on mobile when the GHL form was not loaded initially.
• Loading the GHL iframe immediately made the form visible, but dropped mobile performance to around 59.
• The iframe pulled in the LeadConnector/GHL stack, including third-party JavaScript, Facebook resources, phone-number libraries and extra main-thread work.
• Over-optimising the form with generic lazy loading / reveal animations / content-visibility caused the form to disappear or render unreliably.

Recommended pattern for campaign pages:

<iframe
  data-src="https://api.leadconnectorhq.com/widget/form/FORM_ID"
  style="width:100%;height:1019px;border:none;display:block;"
  id="inline-FORM_ID"
  data-layout="{'id':'INLINE'}"
  data-form-id="FORM_ID"
  title="Clinic Assessment Form">
</iframe>

const ghlFrame = document.getElementById("inline-FORM_ID");

function loadGhlForm() {
  if (!ghlFrame || ghlFrame.src) return;
  ghlFrame.src = ghlFrame.dataset.src;
}

if (ghlFrame) {
  if (window.location.hash === "#assessment") {
    loadGhlForm();
  } else if ("IntersectionObserver" in window) {
    const formObserver = new IntersectionObserver((entries) => {
      if (entries.some(entry => entry.isIntersecting)) {
        loadGhlForm();
        formObserver.disconnect();
      }
    }, { rootMargin: "900px 0px" });

    formObserver.observe(ghlFrame);
  } else {
    loadGhlForm();
  }

  document.querySelectorAll('a[href="#assessment"]').forEach(link => {
    link.addEventListener("click", loadGhlForm, { once: true });
  });
}

Rules:

• Do not put reveal animation classes on the form card or form iframe container.
• Do not use content-visibility on the section containing a GHL iframe.
• Avoid loading="lazy" on a GHL iframe if the form fails to render reliably.
• Prefer intent-based loading: load when the user opens #assessment, clicks a CTA, or scrolls near the form.
• When the iframe is intent-loaded, push a lightweight analytics event at the exact moment src is assigned. GTM/GA4 can then track "form became available" even if the form itself lives inside LeadConnector and cannot be inspected from the parent page.
• If using GHL's form_embed.js, test carefully. A plain iframe can be more reliable if the height is fixed and the form displays correctly.
• Expect PageSpeed to penalise immediate GHL iframe loading. This is not necessarily a page-design issue; it is the third-party form stack.

Use this pattern only when an iframe is acceptable. If attribution and field-level visibility are business-critical, build a DOM-native form and submit to GHL instead.

Optional tracking hook pattern for external pages:

window.dataLayer = window.dataLayer || [];

function trackEvent(eventName, properties = {}) {
  window.dataLayer.push({
    event: eventName,
    page_type: "treatment_assessment_landing_page",
    ...properties
  });

  if (typeof window.gtag === "function") {
    window.gtag("event", eventName, properties);
  }
}

document.querySelectorAll("[data-track-cta]").forEach(link => {
  link.addEventListener("click", () => {
    trackEvent("cta_clicked", {
      cta_location: link.dataset.trackCta,
      cta_text: link.dataset.trackLabel || link.textContent.trim()
    });
  });
});

function loadGhlForm() {
  if (!ghlFrame || ghlFrame.src) return;
  ghlFrame.src = ghlFrame.dataset.src;
  trackEvent("assessment_form_loaded", {
    form_id: ghlFrame.dataset.formId,
    form_location: "assessment_section"
  });
}

This does not replace real GA4/GTM setup. It gives GTM a clean dataLayer event contract once the container is added, and it still works harmlessly if gtag is not present.

4. Recommended Build Workflow With Codex / Claude Code#

Step 1 — Gather Client Context#

Read the client/prospect file first.

Minimum inputs:

• Client name, domain, address, phone.
• Treatment/service focus.
• Offer and price anchor.
• Primary audience.
• Top objections.
• Proof points.
• Booking system.
• GHL sub-account status.
• Access owner.
• Existing website/brand style.
• Required assets.
• Tracking state: GA4, Google Tag, GTM, Google Ads.

For Google Ads, also define:

• Primary keyword group.
• Secondary keyword group.
• Negative keyword themes.
• Campaign goal.
• Conversion event.
• Budget.
• Landing page URL.

Step 2 — Choose The Build Path#

Use this hierarchy:

1. Client domain custom page if access exists.
2. Client domain custom page prepared locally if access is expected soon.
3. GHL native page fallback if access is blocked.
4. Full custom HTML pasted into GHL only for temporary preview/testing.

Step 3 — Build The Page As A Source Of Truth#

With Codex/Claude Code:

• Create a local folder under the relevant client/prospect folder or tools/.
• Build index.html.
• Keep assets in /assets.
• Use real images where possible.
• Compress images.
• Use patient/customer-facing copy only.
• Avoid internal language such as:
• "Quality Score"
• "lead quality"
• "campaign"
• "filter"
• "GHL"
• "Vagaro"
• "Google"
• "client diary"
• Any reference to the client by first name in an operational context
• Any reference to your team member or VA by name

Important: the page must read like the end customer will see it, not like an internal setup guide.

Step 4 — Landing Page Structure#

Use this structure for most paid-search clinic campaigns:

1. Hero
2. Treatment/service keyword in H1.
3. Location in H1 or subhead.
4. Clear outcome.
5. One CTA.

6. Real image or clinic/device visual.

7. Trust strip

8. Years of experience.
9. Location.
10. Founder-led / clinician-led care.
11. Technology/device proof.

12. Review or rating if available.

13. Problem / fit

14. Who this is for.
15. What concerns it helps with.

16. Avoid insecurity-led copy.

17. Benefits

18. 3-5 outcome-driven blocks.

19. Keep claims careful and compliant.

20. Treatment/service explanation

21. What it is.
22. How it works.
23. What happens during consultation.

24. Why a course/plan may be needed.

25. Why this clinic

26. Local differentiation.
27. Founder/clinician experience.
28. Environment.

29. Proof.

30. Form / suitability check

31. Short enough to complete.
32. Strict enough to protect client time.
33. One question per step if multi-step.

34. On long mobile pages, keep a restrained sticky CTA visible after the first screen so users do not need to scroll thousands of pixels back to the form. It should use the same primary CTA, be hidden on tablet/desktop, respect safe-area insets, and never cover footer content.

35. FAQ

36. Handle objections before final CTA.

37. Include timeline, price, suitability, pain, downtime, what happens next.

38. Final CTA

39. Same primary CTA.
40. Clear next step.
41. Address/location.

Step 5 — Copy Rules#

Every visible word must be customer-facing.

Use:

• "Request an assessment"
• "Check suitability"
• "Choose a consultation time"
• "Your clinician will explain..."
• "A full course can require..."
• "This helps keep the consultation transparent..."

Avoid:

• "Lead"
• "Filter"
• "Disqualify"
• "Pipeline"
• "Workflow"
• "GHL"
• "Quality Score"
• "Google will learn"
• "We train Google"
• "Protect the client's time"
• "This campaign..."

Step 6 — Form Logic#

For high-ticket free consultation funnels, use qualification questions that map to routing.

Example:

1. What are you looking to improve?
2. When would you like to start?
3. Are you open to a course-based plan?
4. Is the likely investment within range?
5. Can you attend the clinic location?
6. Name, phone, email

Routing:

• Suitable answer path → calendar / consultation booking.
• Not suitable answer path → polite thank-you page without calendar.
• Qualified but no booking → GHL task + call/message follow-up.
• Booked in GHL → manual or automated sync into clinic diary if needed.

Step 7 — Calendar / Booking Logic#

Choose one source of truth for patient-facing reminders.

Recommended:

• GHL handles form, qualification, calendar booking, internal tasks, non-booker follow-up.
• Clinic booking system handles official appointment confirmation/reminders once duplicated or synced.

Avoid duplicate reminders from both systems unless intentionally configured.

For manual sync:

GHL booking created
→ Internal task assigned
→ Team duplicates appointment into clinic booking system
→ Clinic system sends official confirmation/reminder

Step 8 — Tracking Plan#

Minimum tracking:

• GA4 page_view on landing page.
• Google Ads click ID capture where possible.
• Conversion event for suitable form submission.
• Conversion event for booked consultation.
• Thank-you page or success state that can be tracked.
• GHL source fields: campaign, keyword, ad group, GCLID, landing page URL, form answers.

For Google Ads:

• Primary conversion: suitable assessment request or booked consultation.
• Secondary conversion: form start, form complete, calendar view.
• Do not optimise to raw page views or low-quality submissions.

Step 9 — Hosting#

WordPress / SiteGround

Best when the client site is WordPress.

Implementation options:

• Create a custom page template.
• Use a lightweight custom HTML block if theme allows.
• Use Elementor only if needed, but avoid bloated widgets.
• Upload assets to WordPress media library.
• Add page-specific CSS/JS if supported.

Recommended URL format:

https://clientdomain.com/treatment-name-location/
https://clientdomain.com/treatment-name-assessment/

WordPress + ACF pattern (recommended for campaign pages that need ongoing copy management):

Use Advanced Custom Fields (ACF) to separate design from content. Build the page template in code once, expose only the editable text fields and images as ACF fields in the WordPress admin. The VA or client edits copy through a simple form in WP admin with no HTML exposure. The design and layout are locked.

When to use this pattern:

• The page needs to look premium (full code control) but the VA or client needs to update headline, body copy, or photos without touching HTML.
• The alternative would be training a VA on Claude Code just to edit a landing page.
• The client is on WordPress and Elementor would compromise design quality.

What to expose as ACF fields (typical campaign page):

• Hero headline
• Hero subheadline / lede
• CTA button text
• Stat strip (4 stats: number + label)
• Section headlines
• Body paragraphs
• Hero image, founder image, treatment/clinic images
• FAQ questions and answers

What to lock in the template (never editable via ACF):

• Layout, grid, spacing
• Typography scale and fonts
• Colour palette
• Section order
• Button styles
• Scroll reveal logic

Cloudflare Pages

Use when:

• Client domain access is not ready.
• We need a fast temporary preview.
• We need to host a guide or internal client-facing planning doc.
• Sharing a v2 mockup with a client before committing to full implementation.

For live ads, prefer client domain/subdomain over Aurea-owned domains.

Cloudflare preview note:

• Deploy the whole project folder, including index.html, test pages, and /assets.
• Use the root https://project.pages.dev URL if the hashed preview URL has temporary SSL issues immediately after deploy.
• Hash preview URLs and root Pages URLs may cache differently; after fixes, redeploy and test the root URL first.
• Add a valid robots.txt file. Otherwise Cloudflare Pages may return the HTML page for /robots.txt, causing Lighthouse/SEO audits to report a malformed robots file.
• Add a _headers file for long-lived static asset caching:

/assets/*
  Cache-Control: public, max-age=31536000, immutable

/*
  X-Content-Type-Options: nosniff
  Referrer-Policy: strict-origin-when-cross-origin

• Keep _headers conservative. Avoid adding broad Link: <...>; rel=preconnect headers unless needed, because duplicate/unused preconnects can hurt Lighthouse diagnostics.

Cloudflare Pages deploy gotcha — project must exist before deploying:

wrangler pages deploy with --project-name will fail with "Project not found" if the project does not already exist. wrangler pages project create can also fail with a generic API error (code 8000000) for unclear reasons.

Workaround: create the project directly via the Cloudflare API, then deploy normally.

ACCOUNT_ID="your-account-id"
TOKEN="your-oauth-token-from-~/.wrangler/config/default.toml"

curl -s -X POST "https://api.cloudflare.com/client/v4/accounts/$ACCOUNT_ID/pages/projects" \
  -H "Authorization: Bearer $TOKEN" \
  -H "Content-Type: application/json" \
  -d '{"name":"project-name","production_branch":"main"}'

After that succeeds, deploy normally:

wrangler pages deploy ./folder --project-name project-name --branch main

The account ID is visible in wrangler whoami. The OAuth token is in ~/Library/Preferences/.wrangler/config/default.toml (macOS).

Framer

Use for website rebuilds where the client or a non-developer needs to manage content after launch.

• Claude Code / Codex locks the design and page structure.
• Migrate the final design to Framer for CMS-level editing (text, images, pages).
• Framer handles hosting, CDN, and SSL automatically.
• GHL still handles forms, CRM, automations, and calendar — same as any other setup.
• Connect GHL form via JS embed or use a Framer form that posts to a GHL webhook.

Do not use Framer for campaign landing pages where Google Ads Quality Score or custom tracking logic is critical. Use WordPress or a static HTML page for those.

GHL

Use when:

• External hosting access is blocked.
• Speed to launch matters.
• Native form logic is the main priority.

Build natively in GHL, section-by-section. Do not paste the whole page into one code block for production.

5. GHL Native Fallback Build Process#

If building in GHL:

1. Create a new funnel/page in the client sub-account.
2. Rebuild sections with native rows, columns, headings, images, buttons.
3. Put global CSS in page custom CSS/header settings.
4. Use GHL native form or survey.
5. Configure conditional logic:
6. Good fit → calendar.
7. Poor fit → polite thank-you page.
8. Add tags:
9. Campaign name.
10. Suitable.
11. Not suitable.
12. Booked.
13. No booking.
14. Follow-up required.
15. Add hidden fields:
16. UTM source.
17. UTM medium.
18. UTM campaign.
19. UTM term.
20. UTM content.
21. GCLID if available.
22. Landing page URL.
23. Test workflow triggers.
24. Test mobile layout.
25. Test form → contact → tags → pipeline → calendar → reminders.

6. QA Checklist Before Showing Client#

Copy QA#

• [ ] No internal terms visible.
• [ ] H1 matches search intent.
• [ ] Location is visible above the fold.
• [ ] CTA is clear and repeated.
• [ ] Price/investment expectation is transparent if needed.
• [ ] Claims are careful and compliant.
• [ ] FAQ answers real objections.

Design QA#

• [ ] Looks like the client brand.
• [ ] Does not look like a cheap funnel template.
• [ ] Uses real clinic/device/team assets where possible.
• [ ] Mobile layout is clean.
• [ ] Buttons are tappable.
• [ ] No text overlap.
• [ ] No oversized desktop-only typography breaking mobile.

Technical QA#

• [ ] No smart/curly quotes (", ", ', ') inside HTML tag attributes — run grep -Pn '[\x{201C}\x{201D}\x{2018}\x{2019}]' index.html before QA. Smart quotes in class=, href=, src= etc. silently break CSS matching and look identical to straight quotes in most editors. Browser assigns no class, styles never apply. (Diagnosed on Dr A Winter site, May 2026.)
• [ ] Page loads on target URL.
• [ ] Images load from real hosted URLs, not local paths.
• [ ] No base64 production images unless unavoidable.
• [ ] Form submits.
• [ ] Suitable path works.
• [ ] Unsuitable path works.
• [ ] Calendar works.
• [ ] GHL contact is created/updated.
• [ ] Tags apply correctly.
• [ ] Pipeline stage updates.
• [ ] Internal task fires where needed.
• [ ] GA4 sees page view.
• [ ] Google Ads conversion fires on correct event.
• [ ] Privacy policy link works.

7. Common Mistakes To Avoid#

• Smart/curly quotes (", ") inside HTML attributes — the Edit tool can introduce these silently. The browser treats the attribute value as including the quote characters literally, so class="review-card" never matches .review-card in CSS. Content renders as unstyled plain text with no error shown. Scan for them before debugging cascade or specificity. Run: grep -Pn '[\x{201C}\x{201D}]' index.html
• Pasting the entire custom page into one GHL custom HTML block and expecting it to be editable.
• Pasting into GHL with relative assets/ paths — images will silently fail. Always replace with absolute Cloudflare URLs first (see Option C sed command). Do not forget srcset= and imagesrcset= attributes — src= alone is not enough.
• Forgetting the GHL width escape CSS on .page — the page renders narrower than the design without it.
• Building a premium page visually but leaving internal setup copy visible.
• Using GHL iframe embeds and assuming external form tracking has full field visibility.
• Sending all form submissions to Google Ads as conversions, including low-fit leads.
• Using discount language for premium/high-ticket clinic offers.
• Letting two systems send appointment reminders.
• Hosting a paid-search page on an unrelated Aurea domain when the client domain is available.
• Forgetting privacy policy, address, business identity, and contact details.
• Waiting for perfect automation before launching a manual-sync pilot.

8. Handoff To Builder / VA#

When handing to a builder or VA, include:

• Client file path.
• Final page URL target.
• Local mockup path.
• Assets folder.
• Page structure.
• Form questions.
• Routing logic.
• Tags/custom fields.
• Workflow list.
• Calendar link.
• Reminder ownership.
• Tracking events.
• Launch checklist.

Template:

Client:
Page purpose:
Target URL:
Local mockup:
Assets:
Primary CTA:
Form type:
Qualified path:
Not suitable path:
Calendar:
Booking system:
Reminder owner:
GHL tags:
Custom fields:
Tracking events:
Open access needed:
Client review date:

9. Design Standards#

Master Skill#

For future client landing-page builds, use the Codex skill:

client-landing-page-builder

Use it when John gives a client/prospect name and asks for a landing page, campaign page, website demo, GHL form test, or externally hosted client-domain page. The skill is located at:

/Users/johntossou/.codex/skills/client-landing-page-builder/SKILL.md

It is the orchestration layer for this SOP. It should read the client file, gather local assets, inspect/scrape the website where appropriate, use the relevant design/conversion skills, decide GHL vs external hosting, build the page, add form logic, test via HTTPS, and return the preview path/URL plus open items.

Skills To Invoke#

Invoke skills by phase. Do not build from scratch without loading the relevant framework first.

Use the full stack for paid traffic, premium clinic offers, externally hosted pages, or any page that will be sent to a client. Use a lighter stack only for internal mockups, wireframes, or quick one-hour tests.

Phase 1 — Plan (before writing any code)

Phase 2 — Build (while writing HTML/CSS)

Phase 3 — Refine (after first draft exists)

For premium aesthetic/medical pages, prefer /distill, /quieter, /typeset, and /layout before reaching for louder visual skills. /bolder, /delight, and /overdrive are optional, not default. Use them only when the brand or brief can carry them.

Phase 4 — QA (before client review)

Phase 5 — Finish

Minimum for every client-facing build: /client-landing-page-builder + /landing-page + /ui-ux-pro-max + /impeccable + /copywriting + /marketing-psychology + /page-cro in Phase 1–2, then /form-cro + /seo-audit + /analytics-tracking + /critique + /adapt + /optimize before sending to client.

Premium/luxury clinic stack: add /high-end-visual-design, /design-taste-frontend, /typeset, /layout, /distill, /quieter, /clarify, and /polish. The desired feeling is expensive, calm, clinically credible, and easy to act on — not decorative, glossy, or over-animated.

Documentation best practice: when a page ships, record the skills used, deploy URL, tracking hooks, GHL form/calendar IDs, and open test items in the project notes or handoff. This prevents the next pass from guessing which quality layers were already applied.

Key distinction — /impeccable vs /ui-ux-pro-max: /impeccable is philosophy and guardrails (what never to do, banned CSS patterns, font reject list). /ui-ux-pro-max is the reference catalogue (161 colour palettes, 57 font pairings, 99 UX guidelines, 50+ styles). Use both together — one sets the rules, the other gives you the options.

Font Selection#

Do not use fonts from the impeccable skill reject list. Key banned fonts include: Cormorant Garamond, Playfair Display, Fraunces, DM Sans, DM Serif Display, Inter, Plus Jakarta Sans, Instrument Sans, Instrument Serif, Space Grotesk, Syne, IBM Plex Sans, Lora, Crimson Pro, Newsreader, Outfit.

Process:
1. Write 3 words that describe the brand voice (e.g. warm, clinical, precise).
2. List the fonts you would normally reach for — reject them.
3. Find alternatives on Google Fonts, Pangram Pangram, or Future Fonts.
4. Pair a distinctive display/serif with a clean body sans.

Colour#

Use OKLCH throughout, not hex or HSL. OKLCH is perceptually uniform — equal lightness steps look equal.

:root {
  --ink:   oklch(17.5% 0.008 52);   /* near-black, warm tinted */
  --muted: oklch(47% 0.013 57);     /* secondary text */
  --cream: oklch(95% 0.019 82);     /* warm background */
  --green: oklch(33% 0.065 196);    /* brand accent example */
}

Tint all neutrals toward the brand hue at low chroma. Pure black (#000) and pure white (#fff) should not appear.

Banned CSS Patterns#

These patterns mark a page as AI-generated and must never appear:

• border-left: Xpx solid [colour] on cards, alerts, or list items — any width greater than 1px
• background-clip: text with a gradient (gradient text fill)
• Glassmorphism used decoratively everywhere (blur + glow borders on every card)
• Identical card grids (same icon + heading + text repeated 3-6 times)

Spacing#

Use a 4pt spacing scale with semantic tokens:

--sp-1: 4px;  --sp-2: 8px;  --sp-3: 12px;  --sp-4: 16px;
--sp-5: 20px; --sp-6: 24px; --sp-8: 32px;  --sp-12: 48px;
--sp-16: 64px; --sp-24: 96px;

Vary spacing for hierarchy. Do not apply the same padding to every section.

10. Post-Launch Edit Ownership#

Before choosing the hosting setup, answer: who needs to make copy or image changes after launch, and how often?

This question drives the hosting and CMS decision more than anything else.

The Bottleneck Problem#

Custom HTML pages built with Claude Code are fast to update (describe the change, Claude edits, redeploy in 60 seconds) but only if John is the person making the change. If Camille is supposed to handle landing page copy updates and she does not have Claude Code access, John becomes the bottleneck for every copy edit.

Rule: if the plan is for Camille to own copy updates on a page, do not build it in plain HTML. Use WordPress + ACF or GHL native so she can edit without code.

Rule: if the plan is for John to own the page with Claude Code, static HTML is fine and is actually faster than any CMS for iterating.

When Pitching The Custom Build To A Client#

Be upfront about edit access before they commit. State clearly:

• The page looks better and loads faster than a GHL builder page.
• Copy or photo changes go through you (John), not self-service.
• Turnaround for a text change is a few minutes.
• If they want self-edit access, the option is WordPress + Elementor or ACF, with some trade-off on design quality.

Do not let a client assume they are getting a GHL-style drag-and-drop editor and then discover they cannot log in and change a headline.

11. File Organisation#

Single Source Of Truth Rule#

One file per project. Do not maintain two copies of the same page in different folders.

Correct location: client or prospect folder.

Clients/Prospects/[ClientName]/[project-folder]/index.html
Clients/Prospects/[ClientName]/[project-folder]/assets/

Do not duplicate into tools/ or .tmp/ for production files. Temporary previews in .tmp/ are disposable and should never become the source of truth.

If two copies exist, reconcile immediately: pick one, delete the other, update the client file and session log.

12. Demo-First Sales Pattern (Website Rebuilds)#

For prospects who need to see before they commit:

1. Build a premium one-page demo using Claude Code or Codex.
2. Deploy to Cloudflare Pages for a shareable preview link.
3. Send the link via WhatsApp with a short message: what you built, what can be changed, optional mention of ads if relevant.
4. Wait for the prospect's reaction before scoping further.
5. Once they respond positively, send pricing.
6. Close on setup fee + monthly retainer.
7. After agreement, rebuild properly with real assets and correct brand copy.

Do not send pricing before sending the demo. The demo anchors the value before the number lands.

The Cloudflare preview is a sales tool, not the final deliverable. The final build goes on the client's domain.

13. SEO Preservation (Website Rebuilds)#

Before rebuilding any site that has existing indexed pages:

1. Audit existing URLs — list every published page and its Rank Math score if available.
2. Identify which pages Google has indexed — check Google Search Console if accessible, or run site:domain.com.
3. Keep or redirect every indexed URL. Do not delete a page that Google has already indexed without a 301 redirect to an equivalent page.
4. Preserve the homepage keyword target — if the current homepage ranks for a core term, the new homepage must target the same term.
5. Rebuild treatment pages as SEO pages with: H1 containing the keyword, FAQ schema, local intent modifiers, internal links, and accurate alt text.
6. Do not rely on Rank Math scores as proof of rankings. They are a checklist indicator, not a search position guarantee.

Recommended hybrid structure:

Homepage          → conversion-optimised, clean CTA, premium design
Treatment pages   → SEO-optimised, long-form, FAQ schema, keyword-rich

14. UK Aesthetics Compliance Rules#

All copy on aesthetics clinic pages must follow these rules before going live.

Wording#

Before/After Photos#

• Add a disclaimer near any results imagery: "Results vary. Individual outcomes depend on the treatment area, skin type, and course followed."
• Do not make before/after the primary hook. Use them as secondary proof, not the headline claim.

Regulated Treatments#

• Botulinum toxin (anti-wrinkle) can only be prescribed by a qualified prescriber in the UK.
• Do not imply that a practitioner administers prescription-only medicines without confirming their prescribing status.
• Do not use CQC-regulated language loosely (e.g. "medical clinic", "clinical", "doctor-led") unless the practitioner holds the relevant credentials.

Pricing#

• Showing price ranges is allowed and recommended for transparency.
• Do not use "from £X" if the lowest price is not genuinely available.
• Course pricing should be presented as a total investment, not disguised as a per-session number only.

15. Asset Management#

Priority order for imagery#

1. Real clinic photos — reception, treatment room, device, practitioner.
2. Real before/after results (with consent and disclaimer).
3. Brand-aligned stock — only if nothing real is available and the stock image is not recognisably generic.

Requesting assets from the client#

Send this request early, ideally before starting the build:

To get the page looking its best, I need:
- 2-3 photos of the clinic interior or reception
- 1-2 photos of the treatment device or setup
- A practitioner photo if they are happy to be featured
- Any before/after results with patient consent
- Logo in SVG or high-res PNG if available

While waiting for real assets#

Use placeholder structure images from the assets folder if they exist, or a neutral dark/cream colour block as a background. Never use obviously generic stock (white-coat models, staged smiling patients, stock devices).

Mark placeholder images with an HTML comment so they are easy to find and replace:

<!-- TODO: Replace with real Exion device photo once received from client -->
<img src="assets/placeholder-device.jpg" alt="Treatment device at [Clinic Name]">

Image format and compression#

• Use WebP where possible for production (smaller file size, supported by all modern browsers).
• JPEG is acceptable for photos. PNG only for logos or images requiring transparency.
• Compress all images before uploading. Target: under 200KB per image for hero/above-fold, under 100KB for below-fold.
• Use loading="lazy" on all below-fold images.
• Use fetchpriority="high" on the above-fold hero image.

Quick macOS compression with sips (no extra tools needed):

# Resize to max 900px wide (maintains aspect ratio, overwrites in place)
sips -Z 900 assets/kelsey-headshot.jpg

# Batch compress all JPEGs in assets folder
for f in assets/*.jpg; do sips -Z 900 "$f"; done

For the Nurse Kelsey v2 build, compressing a 4MB headshot to 900px reduced it to 113KB with no visible quality loss at display size. Always compress before deploying. A 4MB hero image is a hard fail on mobile QS.

16. Final Rule#

Build for the patient/customer first, then wire the backend.

The page should never expose the machinery behind the campaign. GHL, tracking, qualification logic, and manual sync are backend decisions. The visitor should only experience:

This is relevant to me.
This clinic feels trustworthy.
I understand what happens next.
I know whether this is likely within my budget.
I can request the right consultation without confusion.

17. Case Studies#

Dr Andrew Winter Aesthetics — Full site from scratch (May 2026)
site-build-from-scratch-dr-winter-case-study.md

19-page static HTML site built from zero in a single session: homepage, practitioner page, treatments hub, 2 treatment/location pages, 3 concern pages, 2 location pages, booking page, blog hub, and 3 blog articles — all with JSON-LD schema, canonical tags, and Cloudflare-ready headers. Documents the full build process, CSS component library, 8 bugs with root causes and fixes, Pexels image strategy, and a reusable checklist for future clinic site builds.

You are in Clinic SEO mode. This lane covers SEO delivery for aesthetics/dental clinic clients. Read lane-clinics.md in full before touching any client site. Priority order: GBP optimisation first, then treatment pages (1,500+ words, 10 sections), then concern pages, then blog clusters. Google treats aesthetics as YMYL — E-E-A-T, practitioner credentials, and real patient signals matter heavily. Never clone location pages. Every location page must have unique local content.

Lane: Client SEO Service Delivery

Lane: Aesthetics and dental clinic clients
Domains: Client-owned (Wix, WordPress/SiteGround, Cloudflare Pages)
Audience: Clinic patients searching locally on Google
Owner: Camille executes, John signs off on strategy and keyword choices
Priority: High — billable service, requested by Ayadi and Nova unprompted
Active clients: Ayadi (WordPress + Yoast), Nova Beauty (Wix)
Back to: MASTER.md

Aurea Growth — AI-Powered SEO Guide for Aesthetics Clinics

Scope: Practical, low-overhead SEO playbook for UK aesthetics/dental clinics.
Who executes: John (strategy + Claude Code) or Camille (content implementation).
Leverage: Claude Code and Codex handle the heavy lifting — writing, schema, GBP copy, keyword clustering. You implement.

0. Platform Snapshot (What Each Site Already Has)#

From Wappalyzer audit (May 2026):

What this means:
- Ayadi has a stronger baseline. Yoast + Site Kit = ready to optimize immediately.
- Nova has no Google Analytics. First action: connect GA4 + Search Console via Wix dashboard.
- Both sites are missing treatment-specific pages. That is the #1 gap for both.

1. Priority Stack — What To Do First#

Do not try to do everything at once. This order matters.

Month 1 — Foundation (no content yet, just setup)#

Month 2 — Content Build#

Month 3 — GEO + Growth#

2. Google Business Profile — Full Optimization#

This is free, high-leverage, and takes one afternoon. Do this before anything else.

Step-by-step setup#

1. Go to google.com/business and sign in with the clinic's Google account
2. Claim the profile if not yet claimed
3. Fill in every field. Do not leave anything blank.

Exact fields to complete#

Business name: Exactly as it appears on signage — no keyword stuffing.

Primary category:
- Aesthetics clinic: "Medical Spa" or "Skin Care Clinic"
- Dental + aesthetics (Nova): "Dental Clinic" as primary, add "Medical Spa" as secondary

Secondary categories: Add all that apply:
- Laser Hair Removal Service
- Skin Care Clinic
- Medical Spa
- Beauty Salon (only if applicable)

Business description (250-300 words):
Use Claude Code to generate this (see prompt in Section 5). Key rules:
- Paragraph 1: Who you are, what you specialise in, why patients trust you (credentials, years of experience)
- Paragraph 2: Key treatments, differentiators (prescriber-led, non-invasive, medically supervised)
- Include location (East Finchley, North London) naturally — not forced
- Do NOT mention prices or offers here

Services tab: Add every treatment individually.
For each service include:
- Name of treatment
- Description (50-80 words, written by Claude — see prompt in Section 5)
- Price range or "Contact for pricing"

Photos: Minimum 20 photos.
- Clinic exterior (from street)
- Reception and waiting area
- Treatment rooms
- Before/after results (with patient consent)
- Team photos (practitioners with credentials visible)
- Equipment photos (device brand logos are trust signals)
- At least 1 new photo per month going forward

Hours: Exact, including special holiday hours. Keep these updated.

Q&A section: Pre-populate this yourself. Ask the 5 most common questions patients have and answer them. Claude Code can draft these (see prompt in Section 5).

3. Technical SEO — Platform-Specific Setup#

3a. Wix (Nova Beauty)#

Wix is not the ideal SEO platform but it is workable for a single-location clinic. Follow these steps.

Step 1: Connect Analytics (Critical — do this first)
- Wix dashboard → Marketing & SEO → Marketing Integrations
- Connect Google Analytics 4 (enter GA4 Measurement ID)
- Connect Google Search Console: Settings → Domains & Emails → Add Google Search Console

Step 2: Set up Wix SEO Basics
- Go to: Marketing & SEO → SEO → SEO Setup Checklist
- Complete every item in the checklist (takes 30 min)
- Enable the XML sitemap (it auto-generates — just make sure it's on)
- Set your primary domain (with or without www — pick one, stick to it)

Step 3: URL structure
- Keep URLs short and keyword-focused
- Format: /treatments/botox-north-london or /botox-north-london
- Avoid: /page-12345 or /copy-of-treatments
- In Wix: Edit page → Settings → SEO → Page URL

Step 4: Meta tags on every page
For each treatment page, fill in:
- SEO Title: [Treatment] in [Location] | [Clinic Name] (max 60 characters)
- Meta Description: 150-160 characters — state the treatment, location, and one differentiator

Use Claude Code to generate these in bulk (see Section 5).

Step 5: Add JSON-LD schema
Wix supports custom JSON-LD. For each treatment page:
- Edit page → Settings → Advanced → Additional meta tags
- Paste in the schema code generated by Claude (see Section 5)

Step 6: Image optimization
- Before uploading any image to Wix, rename the file descriptively
- Bad: IMG_3845.jpg
- Good: botox-north-london-nova-beauty.jpg
- After upload, add alt text to every image via the Wix image editor
- Use Claude to generate alt text in bulk from a list of image names

Key Wix SEO limitations to know:
- You cannot install SEO plugins like Yoast — all optimization is manual
- Wix's built-in performance is slower than WordPress on complex pages (acceptable for a clinic)
- URL customization is limited but sufficient for this use case
- Structured data is manual JSON-LD paste — Claude generates it for you

3b. WordPress + Yoast (Ayadi)#

Ayadi already has the best possible setup. Yoast is installed, Site Kit is connected. Optimize the configuration.

Step 1: Yoast configuration
- Go to: Yoast → General → Features
- Make sure all are ON: SEO analysis, Readability analysis, Schema, XML Sitemaps

Step 2: Set your site identity in Yoast
- Yoast → General → Site Representation
- Choose "Organisation" (not individual)
- Add clinic name, logo, business type ("MedicalBusiness")

Step 3: Schema type for pages
- For treatment pages: Yoast → Schema → Page type = "Web Page", Article type = "None"
- Schema for services is added via custom JSON-LD (Claude generates it — see Section 5)

Step 4: Yoast for every treatment page
In the Yoast panel at the bottom of each page editor:
- Focus keyword: [treatment] [location] (e.g. "HIFU East Finchley")
- SEO title: [Treatment] in [Location] | Ayadi Beauty
- Meta description: 150-160 characters
- The Yoast traffic light will tell Camille if the page passes — aim for green on both SEO and Readability

Step 5: Internal linking
- Every treatment page links to at least 2 related treatment pages
- Every treatment page links to the contact/booking page
- The homepage links to all main treatment category pages

Step 6: Cornerstone content
In Yoast, mark your most important pages as "Cornerstone Content" — these get prioritised in Yoast's internal link suggestions.
Cornerstone pages: Botox, Fillers, HIFU, Laser Hair Removal, whatever the top 3 treatments by revenue are.

4. Treatment Page Structure — The Core SEO Asset#

Every treatment needs its own dedicated page. This is the single highest-impact SEO action.

How many pages to build#

Nova Beauty targets:
- Anti-wrinkle (Botox) — North London
- Dermal Fillers — North London
- HIFU — East Finchley
- Profhilo / Polynucleotides — North London
- Laser / Photofractional — East Finchley
- Dental Implants — East Finchley
- Invisalign — North London
- IV NAD+ Therapy — London (broader — less local competition)
- Exosome Therapy — London
- Microneedling — North London

That is 10 pages. Build all 10 before anything else.

Ayadi targets:
- EMSculpt Neo / BTL Exion — North London
- Geneo X Facial — East Finchley
- Body Contouring — North London
- Laser Hair Removal — East Finchley / North London
- Clinical Massage — East Finchley
- Facials — East Finchley

That is 6-8 pages. Each one targets a different keyword combination.

Exact page template#

Use this structure for every treatment page. Claude Code generates the content — Camille pastes it in.

URL: /treatments/[treatment-name]-[location]
Example: /treatments/hifu-east-finchley

H1: [Treatment] in [Location] | [Clinic Name]
Example: HIFU Treatment in East Finchley | Nova Beauty Clinic

Opening paragraph (60-80 words):
State what the treatment is, who it is for, what results patients can expect,
and how long results last. Include the target keyword in the first sentence.

H2: What is [Treatment]?
Plain-language explanation. No medical jargon without explanation.
3-4 short paragraphs or a bullet list.

H2: How [Treatment] Works
Step-by-step process: before, during, and after.
Keep it factual and reassuring.

H2: Key Benefits
Bullet list of 5-8 patient-outcome benefits.
Focus on: results, downtime, how it compares to alternatives.
Example: "No surgery, no downtime — results in one session"

H2: Ideal Candidate
Who is a good fit for this treatment.
Who to consult on first (skin type, contraindications — brief and reassuring, not frightening).

H2: Results & Timeline
When they see initial results.
When results peak.
How long results last.
What affects longevity.

H2: Before & After
[Image gallery placeholder or actual images with alt text]

H2: Frequently Asked Questions
Minimum 6 questions. Format as question/answer pairs.
Must include: How much does [treatment] cost? Does [treatment] hurt?
How long does [treatment] last? How many sessions do I need?
What should I do before/after? Is [treatment] safe?

H2: Book Your [Treatment] Consultation
Short closing paragraph (2-3 sentences).
One clear CTA: a button or embedded form linking to the booking system.
Include phone number and WhatsApp if applicable.

Local keyword targeting#

Format: [Modifier] + [Treatment] + [Location]

Use these location modifiers for East Finchley clinics:
- East Finchley
- North London
- N2 (postcode — some patients search by postcode)
- Finchley (without "East")
- Highgate (5 min away — searches spill over)
- Muswell Hill (adjacent)

Do not try to rank for "Botox London" — too competitive. Start with East Finchley and North London.

5. Claude Code Workflow — Prompts and Processes#

This section is the core of the AI leverage. John or Camille uses these prompts. Claude Code does the work.

How the 6 workflows fit together#

There are 6 workflows. They are not all equal. Read this before diving in.

F is always first. Run it once per clinic at the start. It gives you the keyword list that drives everything else — which treatments to target, which location modifiers to use, which blog topics to write. Do not run A, B, C, D, or E before you have run F.

A and E are always paired. Every time you generate a treatment page with A, you immediately run E on the output. A writes the page. E restructures it for AI search. One does not get published without the other. Think of them as one step in two parts.

B, C, D are one-time batch runs per clinic. Once all treatment pages are written (after all your A+E runs), run B to generate all meta titles and descriptions in a single prompt. Run C to generate all schema markup in one go. Run D once for GBP content (business description, service descriptions, Q&A). These do not repeat unless the clinic adds new treatments.

Sequence per clinic:

Step 1 — Run F once         → get keyword list
Step 2 — Run A+E per treatment → build all treatment pages
Step 3 — Run B once         → all meta titles + descriptions
Step 4 — Run C once         → all schema markup
Step 5 — Run D once         → all GBP content

How many times to run each workflow for Nova and Ayadi:

Total runs for both clinics combined: roughly 20-22 A+E pairs, 4 batch runs (B, C, D, F x2).

Who runs what:

• John runs F (keyword research requires judgment on which keywords to include)
• John or Camille runs A+E (mechanical once you have the keyword list)
• Camille runs B, C, D (batch prompts, pure execution)
• Camille implements everything into Wix (Nova) or WordPress (Ayadi)

Workflow A — Generate a treatment page#

You are a medical aesthetics SEO copywriter for a UK clinic.

Write a complete, SEO-optimised treatment page for the following:
- Treatment: [INSERT TREATMENT NAME]
- Clinic: [INSERT CLINIC NAME]
- Location: [INSERT AREA, e.g. East Finchley, North London]
- Primary keyword: [e.g. "HIFU East Finchley"]
- Secondary keywords to include naturally: [e.g. "HIFU North London, face lifting East Finchley, non-surgical facelift N2"]
- Clinic differentiators: [e.g. "medically supervised, 25 years experience, Obagi-certified"]
- Target word count: 900-1,100 words

Page structure required:
H1 → Opening paragraph → H2: What is it → H2: How it works → H2: Benefits (bullet list) → H2: Ideal candidate → H2: Results & timeline → H2: FAQs (6 questions minimum) → H2: Book a consultation

Tone: Authoritative and warm. Clinical but not cold. No jargon without explanation. Short paragraphs (2-3 sentences max). Definitive statements, not vague claims.

Do NOT include: Prices (unless instructed), competitor names, unsubstantiated superlatives ("best in London").

Output the full page content ready to paste into [Wix/WordPress].

Workflow B — Generate meta titles and descriptions in batch#

Write SEO meta titles and meta descriptions for the following treatment pages at [CLINIC NAME] in [LOCATION].

Rules:
- Title: max 60 characters, format = [Treatment] in [Location] | [Clinic Name]
- Description: 145-155 characters, include treatment + location + one differentiator + implicit CTA
- No clickbait, no ALL CAPS, no em dashes

Pages:
1. Botox / Anti-wrinkle injections
2. Dermal fillers
3. HIFU face lifting
4. Profhilo
5. Microneedling
[Continue for all pages]

Output as a table: | Page | Title | Description |

Workflow C — Generate JSON-LD schema for a treatment page#

Generate valid JSON-LD structured data markup for the following:

Page type: Service page for a UK medical aesthetics clinic
Clinic name: [CLINIC NAME]
Clinic address: [FULL ADDRESS WITH POSTCODE]
Clinic phone: [PHONE]
Clinic website: [URL]
Treatment: [TREATMENT NAME]
Treatment description: [1-2 sentences]
Price range: [e.g. "£180–£400" or omit if not sharing prices]
Provider type: MedicalBusiness

Include: LocalBusiness + MedicalBusiness schema, Service schema for the treatment, AggregateRating if provided.

Output: Production-ready JSON-LD code block only. No explanation.

Paste the output into:
- Wix: Edit page → Settings → Advanced → Additional meta tags
- WordPress: Use a plugin like "Schema Pro" or paste in the page's Custom HTML block

Workflow D — Generate GBP content#

Business description:

Write a Google Business Profile description for [CLINIC NAME], a [type of clinic, e.g. "doctor-led medical aesthetics clinic"] in [LOCATION].

Details:
- Key treatments: [list top 5]
- Credentials: [e.g. "prescriber-led, CQC registered, 25 years experience"]
- Differentiators: [e.g. "no Groupon deals, no discounts, outcome-focused"]
- Target patient: [e.g. "discerning patients in N2 and surrounding areas"]

Rules:
- 200-300 words
- Include location (area name and postcode) naturally
- Do not mention prices
- Do not use em dashes
- No generic phrases like "state of the art" or "cutting edge"
- End with a soft CTA: "Book a consultation" or "Get in touch"

Service descriptions (GBP):

Write Google Business Profile service descriptions for the following treatments at [CLINIC NAME]:
[List of 8-10 treatments]

Rules per description:
- 60-80 words each
- What the treatment does + who it is for + one key benefit
- Include location if it fits naturally
- No prices
- No em dashes

Output as a list: Service name → Description

GBP Q&A pre-population:

Write 8 Google Business Profile Q&A entries for [CLINIC NAME], an aesthetics clinic in [LOCATION].

Questions should cover:
- Opening hours and booking process
- Whether the clinic accepts walk-ins
- What to expect at a first consultation
- Whether treatments are medically supervised
- How to find the clinic (parking, public transport)
- Whether they cater to nervous or first-time patients
- What makes them different from beauty salons
- Cancellation policy

Output format: Q: [question] A: [answer, 40-60 words]

Workflow E — GEO restructure (AI search optimization)#

Once a treatment page is drafted, run this to optimize it for ChatGPT, Perplexity, and Google AI Overviews:

Rewrite the following treatment page content to be optimized for AI search engines (ChatGPT, Perplexity, Google AI Overviews).

Rules for AI-search optimization:
- Maximum 3 sentences per paragraph
- Lead every section with the direct answer first
- Convert any long paragraphs into bullet lists where possible
- Add specific numbers and timelines (e.g. "results appear within 3-7 days" not "results appear quickly")
- Replace vague claims with definitive statements
- Add a short "Quick Summary" section at the top (4-6 bullet points: what it is, who it is for, how long results last, downtime, price range if available)

Do not change the page structure or headings. Only restructure the prose within each section.

[PASTE TREATMENT PAGE CONTENT HERE]

Workflow F — Keyword research with Claude#

I am doing local SEO for [CLINIC NAME], a [type of clinic] in [SPECIFIC AREA, e.g. East Finchley, North London, N2].

Generate a keyword list targeting local patients. Focus on:
1. Treatment-specific keywords with location modifier (e.g. "botox East Finchley")
2. Intent-based keywords (patients ready to book, not just browsing)
3. Question-based keywords for blog content (e.g. "how much does HIFU cost in London")
4. Adjacent keywords that capture patients earlier in the decision process

For each keyword, estimate:
- Search intent (commercial, informational, navigational)
- Approximate competition level (low/medium/high based on your knowledge)
- Which page on the site should target this keyword

Treatments to target: [list all clinic treatments]
Avoid: Brand keywords for other clinics, keywords targeting practitioners (not patients), national keywords too broad to compete on.

Output as a table: Keyword | Intent | Competition | Target Page

6. Review Automation — The Off-Page SEO Lever#

Reviews are the fastest local SEO signal after treatment pages. Every new Google review improves local pack ranking.

Setup (GHL-based, already in John's stack)#

1. Create a GHL workflow: trigger = appointment completed (status change in GHL or Vagaro webhook)
2. Wait: 60-90 minutes after appointment end time
3. Send SMS: "Hi [name], thank you for visiting us today. If you have a moment, we'd love to hear how it went: [Google review link]"
4. If no response after 48 hours: send one follow-up email with the same link
5. Cap at 2 touchpoints — no more

Google review link format:
https://search.google.com/local/writereview?placeid=[PLACE_ID]
Get the Place ID from Google Business Profile → Manage profile → Get more reviews → Copy link

Review velocity targets#

Both Nova and Ayadi have very few reviews relative to their quality. Targets:
- Month 1-3: 1 new review per week minimum
- Month 4+: 2 per week as patient volume grows

At 2 reviews/week, you reach 50 reviews in ~6 months. That alone moves a clinic from invisible to visible in local pack results for most treatment keywords in East Finchley.

What to do with reviews for SEO#

• Respond to every review within 48 hours. Include the treatment name and location naturally.
  Example: "Thank you so much for sharing your experience with our HIFU treatment in East Finchley..."
  This is free keyword placement in a Google-indexed response.
• Flag and report any fake negative reviews promptly.

7. GEO — Optimising for AI Search (ChatGPT, Perplexity, Google AI Overviews)#

AI-referred web traffic grew 527% year-over-year in early 2025. By the time your clients rank on traditional search, GEO is already the next frontier. Build it in from the start.

See MASTER.md for the universal GEO rules and restructure prompt.

GEO content to create separately (beyond treatment pages)#

FAQ pages: A dedicated FAQ page per treatment is high-value for AI citation. Patients often ask AI tools questions like "how many sessions of laser hair removal do I need in the UK?" A well-structured FAQ page has a high chance of being cited.

Comparison content: "HIFU vs. surgical facelift: key differences" — AI models love comparison content. One blog post per competitive comparison, written using the GEO restructure prompt.

Local authority content: "What to look for in an aesthetics clinic in North London" — written from the clinic's perspective. This positions the clinic as the authoritative voice and increases citation probability for local queries.

8. Blog Strategy — Only What You Can Sustain#

Do not publish 100 blog posts. Publish 6-10 high-quality, GEO-optimized posts and keep them updated.

Blog topics to prioritise (informational + high local intent)#

Cost/pricing posts (high conversion intent):
- "How much does Botox cost in North London in 2026?"
- "HIFU price guide: what to expect in a London clinic"
- "Dental implants vs veneers: cost comparison in East Finchley"

Process/expectation posts (pre-decision research):
- "What to expect at your first Botox consultation in the UK"
- "How many sessions of laser hair removal do you need?"
- "What is the recovery like after HIFU?"

Adjacent content (top of funnel):
- "Signs you might benefit from Profhilo (and who it is not right for)"
- "HIFU vs. thread lifts: which is better for skin laxity?"

Blog cadence#

• 1-2 posts per month is sufficient for a local clinic
• Prioritise updating existing posts over creating new ones after 6 months
• Always check: does this post target a keyword with real local search volume before writing it?

9. Directory & Citation Building#

NAP consistency (Name, Address, Phone) across the web is a local ranking factor. Camille can do this in 2-3 hours once, then it only needs checking quarterly.

Directory list for UK aesthetics clinics#

High priority (submit first):
- Google Business Profile (already covered)
- Bing Places for Business (free, often forgotten)
- Doctify (UK healthcare review platform — important for medical credibility)
- Fresha (if the clinic uses or plans to use it for booking)
- Treatwell (even if moving away from it as a booking channel, the listing still drives discovery)
- Yell.com
- Thomson Local
- Trustpilot

Secondary priority:
- Facebook Business Page (check address is correct)
- Instagram Business profile (check phone/website)
- Whatclinic.com
- Booksy (if relevant to treatment mix)

NAP format to use consistently everywhere:

Nova Beauty Clinic
260 East End Road
East Finchley
London
N2 8AU
020 5925 1232

Any variation in capitalisation, comma placement, or abbreviation counts as an inconsistency. Pick one format and replicate it exactly.

10. Ongoing Cadence — What To Do Each Week/Month#

Weekly (Camille, 30-45 min)#

• Check if any new Google reviews came in — respond to all within 48 hours
• Check GBP for new Q&A submissions from patients — answer any within 24 hours
• Flag any technical errors in Search Console (Ayadi) or Wix SEO dashboard (Nova)

Monthly (John or Camille, 1-2 hrs)#

• Review Search Console data: which queries are generating impressions? Which pages are ranking but not getting clicks?
• Publish or update 1-2 blog posts
• Add 5-10 new photos to each clinic's GBP
• Check review count and velocity — is the automation working?

Quarterly (John, 1 hr)#

• Full keyword position check: are the treatment pages moving up in rankings?
• Review NAP consistency across directories — anything changed?
• Update any treatment pages with new clinical information or updated pricing notes
• Update "2026" references in content to stay current

11. What Not To Do#

Do not keyword stuff. Writing "botox east finchley botox north london botox n2" in a paragraph kills the page.

Do not create thin location pages. For a single-location clinic, creating 40 near-identical pages triggers a duplicate content penalty. Build 10 high-quality unique pages.

Do not ignore page speed. Compress every image before uploading. Use TinyPNG or Squoosh.

Do not build backlinks through link farms. Only pursue: Doctify, local press mentions, genuine patient review platforms.

Do not use AI-generated content without review. Claude Code generates the draft. A human reviews for accuracy before publishing.

12. Measuring Success#

After 60-90 days, check these metrics:

Do not obsess over keyword position before 90 days.

Appendix: Quick Reference — Claude Code Prompts at a Glance#

Execution order (always follow this sequence)#

1. F  — Keyword research         → run once per clinic, before anything else
2. A  — Treatment page           → run once per treatment (10x Nova, 6-8x Ayadi)
3. E  — GEO restructure          → run immediately after every A, never skip
4. B  — Meta titles + descs      → run once after all A+E pages are done
5. C  — Schema markup            → run once after all A+E pages are done
6. D  — GBP content              → run once per clinic (3 sub-prompts: description, services, Q&A)

Who does what#

13. 2026 Site Architecture for Serious Clinics#

Added 2026-05-15. Source: synthesis of current aesthetics SEO data — CosmediCheck, Boutique SEO, Clinic Grower, YEAH! Local, Local SEO Services UK.

Google treats aesthetics as YMYL (Your Money or Your Life) healthcare content. Trust, local authority, practitioner credibility, and real patient signals carry heavy weight in the ranking algorithm. The clinics winning local search are not the best marketers — they are the ones with the strongest combination of structural and entity signals.

The 4-Level Architecture#

The correct structure for a serious multi-treatment aesthetics clinic:

/                          — Homepage (brand + authority hub)
/treatments/               — Treatment hub (navigation + internal link distribution)
/treatments/botox/         — Core treatment page (1,500-3,000 words, money page)
/treatments/lip-fillers/   — Core treatment page
/concerns/tired-eyes/      — Concern page (problem-first SEO)
/concerns/jowls/           — Concern page
/locations/london/         — Real location page (not cloned treatment pages)
/locations/chiswick/       — Real location page
/blog/profhilo-vs-pn/      — Blog cluster (supporting topical authority)
/practitioners/dr-x/       — Practitioner entity page

This is NOT: /botox-london/, /botox-chelsea/, /botox-fulham/ with 95% identical content. That pattern gets algorithmically suppressed as doorway spam.

What a 2026 Treatment Page Looks Like#

Minimum 1,500 words. 3,000+ for competitive treatments like Botox, fillers, Profhilo. Sections:

1. Hero — clear H1, subhead, CTA, real clinic image, trust badges, review snippet, practitioner name
2. Immediate trust block — GMC/NMC number, years experience, clinic awards, press, real practitioner photo
3. "What is [Treatment]?" — mechanism, science, category, who it helps, alternatives. Captures informational and AI search.
4. Candidate section — "Who is this best for?" Captures symptom/concern/long-tail intent (tired eyes, crepey skin, skin laxity after weight loss)
5. Treatment areas — under-eyes, neck, hands, face, décolleté. Each adds semantic relevance.
6. Process — consultation, preparation, injection process, downtime, recovery, aftercare
7. Results timeline — when results appear, how many sessions, longevity, maintenance. Reduces pogo-sticking.
8. Real FAQs — pulled from People Also Ask, GBP Q&A, Reddit, consultation objections. FAQ schema is non-negotiable.
9. Before & After — optimise alt text, filenames, captions, practitioner attribution. Example filename: before-after-polynucleotides-under-eyes-london.jpg
10. Internal links — every treatment page links to related treatments, concern pages, practitioner page, location pages, relevant blog posts

Concern Pages — Underused Ranking Gold#

Problem-first SEO captures patients before they know which treatment they want. Build these:

• /concerns/tired-eyes/ — links to: polynucleotides, tear trough filler, under-eye treatment blog
• /concerns/jowls/ — links to: thread lifts, Morpheus8, skin tightening
• /concerns/acne-scars/ — links to: microneedling, skin peels, collagen stimulation
• /concerns/skin-laxity/ — links to: Profhilo, Morpheus8, collagen stimulation, blog

These pages rank well because patients search problems before treatments. They also build internal link authority back to core treatment pages.

What a GOOD Location Page Looks Like#

Real clinic pages. Not cloned treatment pages with city names swapped.

Each location page must have:
- Real address, embedded map, parking, transport, nearby landmarks
- Clinic-specific photos (not stock photos used across all locations)
- Staff specific to that location
- Unique local content — talk about local clientele, common treatments, demographic patterns, clinic-specific expertise
- Local reviews and testimonials
- Embedded treatment modules: short summaries of treatments available at that location with links to the full treatment pages (not duplicating the full pages)
- "Patients travel from [nearby areas]" to expand local relevance

Example of real local content: "In Chiswick, many patients come to us for subtle regenerative treatments rather than volume-focused filler work." That is unique and useful. That is what Google rewards.

GBP — Still One of The Strongest Local Ranking Factors#

Separate GBP per physical location. For each:
- Unique photos per clinic (not the same stock images)
- Treatment services configured properly in the Products/Services section
- Booking links connected
- Regular posts (minimum monthly)
- Practitioner photos and videos
- Q&A populated with clinic team answers

Review wording matters. Coach patients to mention treatment + location. Natural examples:
- "Best lip filler clinic in Chiswick"
- "Dr X explained polynucleotides clearly, really reassured me"
- "Profhilo in Acton — exactly what I was looking for"

Those review strings reinforce both entity relevance and local geographic signals simultaneously.

Schema Priority List#

Most clinics implement less than half of this. Do all of it:

AI Search / GEO Considerations#

AI systems (ChatGPT, Perplexity, Google AI Overviews) reward:
- Clean structure with clear headings
- Semantic clarity — what is it, who is it for, what does it cost, what is the downtime
- Expert attribution on every claim (practitioner name, credential)
- Concise, direct answers before expanded explanation
- FAQ formatting throughout
- Entity consistency — same practitioner name, GMC number, clinic name across all pages and external profiles

Pages should answer: what, who, cost, downtime, risks, alternatives, candidacy — directly, not buried in prose.

Internal Linking — The Most Underused Lever#

Every treatment page should link out to:
- Related treatments (Profhilo → Polynucleotides)
- Concern pages (anti-wrinkle → concerns/tired-look)
- Practitioner page
- Location pages
- Relevant blog posts

This is one of the biggest ranking levers in healthcare SEO and almost every clinic fails at it completely.

What Wins Local Search — Summary#

You are in Aurea Brand SEO mode. This lane targets UK clinic owners searching for growth solutions. Read lane-aurea.md in full. Domain: insights.aureagrowth.co (Cloudflare Worker). Content angle: operator-level intelligence, not generic marketing advice. Camille publishes after John reviews. Run the GEO pass (Workflow E) on every draft before publishing.

Lane: Aurea Brand Content

Lane: Aurea Growth agency brand
Domain: insights.aureagrowth.co (Cloudflare Worker)
Audience: UK aesthetics and dental clinic owners
Owner: John (editorial), Camille (publishing execution)
Priority: High — pre-sells trust behind Mailman outreach
Back to: MASTER.md

Aurea Growth — Content Engine Master Guide

Strategy, system map, weekly workflow, brand rules, and troubleshooting in one place.

Related navigation:
- [[MASTER_GUIDE|Master guide]]
- [[CLAUDE|Agent rules]]
- [[docs/Aurea Growth V5|Aurea Growth product architecture]]
- [[research/content-insights-base|Content insights base]]
- [[aurea-growth-encyclopedia/wiki/index|Aurea Growth encyclopedia]]
- [[memory/project_content_doctrine|Aurea content doctrine]]
- [[workflows/SKILL_ROUTER|Skill router]]

1. The Strategic Logic#

Aurea Growth sells a high-trust, high-ticket service to clinic owners. Content exists for one reason: to make every sales conversation easier to win.

SEO rules now in force#

1. Target commercial and transactional keywords only.
2. Do not create separate pages for synonymous searches with the same buying intent.
3. Reverse-engineer LLM citations before you outline. If ChatGPT, Gemini, or Perplexity cite listicles, pricing pages, or service pages, match that format exactly.
4. Use competitor URLs as upgrade targets. The goal is not to be different. The goal is to be the clearest, most decision-useful version of the page already winning.
5. Treat technical SEO as part of publishing, not a later clean-up step. PageSpeed, schema, sitemap, robots, and image compression are part of the workflow.
6. Traffic is good when it is intention-led and routed into qualification. Traffic is bad when it is broad, unfiltered, and sent toward an open diary.

Content does three jobs:

1. Pre-sells trust. A clinic owner who receives a Mailman letter and Googles you should land on 5–10 sharp articles that confirm you understand their world. By the time they get on a call, they don't need convincing — they've already read it.
2. Builds inbound over time. Bottom-of-funnel SEO content ranks for the searches clinic owners are making when they are close to acting. Slow to kick in (2–4 months), but compounds permanently.
3. Dual-audience leverage. Every piece serves two audiences simultaneously. Patients read it to understand their treatment. Clinic owners read it and realise this person understands their business. One post, two jobs.

Content is not the primary revenue channel right now. Mailman is. Content makes Mailman work better.

1.1 Skill Layer To Consult#

Before writing new content, repurposing assets, or inventing ad copy frameworks from scratch, check the relevant skill-routing and context files first:

• memory/MEMORY.md -> installed command-style marketing skills and when to use them
• workflows/SKILL_ROUTER.md -> trigger -> skill -> context mapping
• memory/project_content_doctrine.md -> non-negotiable Aurea content rules
• docs/aurea-copywriting-context.md -> Aurea-facing copy rules
• docs/aurea-ad-creative-context.md -> Meta / Google creative rules

Supporting command-style skill files live in:
- /Users/johntossou/.claude/commands/copywriting.md
- /Users/johntossou/.claude/commands/paid-ads.md
- /Users/johntossou/.claude/commands/ad-creative.md

These are useful for structure and variation frameworks.
They do not override Aurea doctrine.

2. System Map#

research/
  content-insights-base.md        ← The brain. All market intelligence lives here.

aurea-content-engine/
  scrapers/blog_writer.py          ← The agent. Reads an outline, writes the post.
  outputs/outlines/                ← The queue. One JSON file = one article.
  outputs/voice_model.json         ← Style reference (sentence length, tone, readability).
  outputs/blog_posts/              ← Where finished articles land.
  config.yaml                      ← Positioning, pillars, approved/forbidden phrases.
  .env                             ← ANTHROPIC_API_KEY lives here.

The flow is linear:

Insight (Mailman / observation / market research)
  ↓
Write an outline (JSON in outputs/outlines/)
  ↓
Run the blog writer
  ↓
Article lands in outputs/blog_posts/
  ↓
Publish to Ghost → repurpose to IG / ad hooks / video

When choosing how to create or repurpose an asset:
- use project_content_doctrine.md for positioning and CTA rules
- use aurea-copywriting-context.md for Aurea-facing copy and operator voice
- use aurea-ad-creative-context.md when the output becomes an ad hook, creative brief, or paid asset

What's built#

Planned (not yet built)#

What's been ruled out#

3. One-Time Setup#

The engine is installed at aurea-content-engine/. Dependencies are in requirements.txt and were installed in the original build. The voice model (outputs/voice_model.json) is already extracted.

Only thing needed to run: an ANTHROPIC_API_KEY in a .env file inside the content engine directory.

cd "/Users/johntossou/Desktop/Aurea Growth/Claude Code Workflow/aurea-content-engine"
echo "ANTHROPIC_API_KEY=sk-ant-YOUR_KEY_HERE" > .env

Get the key from: console.anthropic.com → API Keys.

4. The Weekly Workflow#

One cycle per week. ~90 minutes total.

Step 1 — Pick an insight#

Every article starts with a real observation. Not a keyword. Not a topic. An observation about how clinics behave, how patients think, or what goes wrong between ad and booking.

Sources:
- A Mailman audit you just wrote
- A pattern that came up in a sales conversation
- A Reddit thread or market research finding in research/content-insights-base.md
- A client delivery note where something surprised you

The test: can you complete this sentence in one line?

"Clinics are losing money because __."
"Patients feel disappointed because __."

If yes, that's the article.

Then force the insight through this filter before you write anything:

• Is the keyword commercial or transactional?
• Is the search intent distinct from pages we already have?
• What content format do AI engines already cite for that prompt?
• Which competitor URL is currently closest to winning that intent?

Step 2 — Create an outline (JSON)#

Create a new file in aurea-content-engine/outputs/outlines/. Name it sequentially: 08_your_topic_outline.json.

See brief-template.md for the full field specification.

Content pillars — assign one per article:

Structural rules:
- Every H2 should address one question a reader would actually have
- H3s go one level deeper — specific, not vague ("The economics of an empty slot vs a no-show" not "Examples")
- editorial_truth is the most important field. Without concrete claims, the output is generic filler
- intent_signature must be unique. If two keywords have the same signature, they belong on one page
- llm_citation_target should be chosen after checking real AI citations, not guessed in isolation
- CTA must always be low-pressure: "book a clinical assessment" or "map your booking flow in 10 minutes" — never "call us today"

Step 3 — Run the blog writer#

cd "/Users/johntossou/Desktop/Aurea Growth/Claude Code Workflow/aurea-content-engine"

Generate one specific article:

python3 -c "
from scrapers.blog_writer import BlogWriter

writer = BlogWriter()
writer.load_voice_model()
writer.load_outline('outputs/outlines/01_why_leads_no_bookings_outline.json')
blog_post, analysis = writer.write_blog_post('outputs/outlines/01_why_leads_no_bookings_outline.json')
print('Done. Check outputs/blog_posts/')
"

Generate all articles in the queue:

python3 -c "
from scrapers.blog_writer import BlogWriter
from pathlib import Path

writer = BlogWriter()
writer.load_voice_model()

for outline_file in sorted(Path('outputs/outlines').glob('*_outline.json')):
    print(f'Writing: {outline_file.name}')
    blog_post, analysis = writer.write_blog_post(str(outline_file))
    print('Done.')
"

Test without spending API credits (mock mode):

python3 test_blog_writer_mock.py

Output lands in outputs/blog_posts/ as .md files, ready to add to the Cloudflare blog worker.

Step 4 — Quality check before publishing#

• [ ] Leads with the problem, not the solution
• [ ] Targets a commercial or transactional intent only
• [ ] Does not duplicate an existing intent signature
• [ ] Matches the content format already cited by LLMs for that prompt
• [ ] Uses specific economic language (cost per slot, revenue per session, no-show rate)
• [ ] Editorial truths from the outline are actually in the article
• [ ] Sounds like a consultant, not an agency
• [ ] No forbidden phrases (search for: cutting-edge, painless, amazing, bespoke, free consultation)
• [ ] No em dashes anywhere in the copy
• [ ] CTA says "book a clinical assessment" or "map your booking flow" — never "call us today"
• [ ] Reading level accessible (Grade 8–9 target)

If the article reads like a generic AI blog, the outline's editorial_truth field needs to be sharper. Add more specific, concrete claims then regenerate.

Step 5 — Publish to insights.aureagrowth.co#

Blog runs on a Cloudflare Worker at tools/cloudflare-workers/aurea-insights-blog/worker.js.

Adding a new article:
1. Convert the .md draft to clean HTML (use the existing article in worker.js as the format reference)
2. Add a new object to the ARTICLES array in worker.js with: slug, title, meta, tag, tagSub, date, readTime, toc, body
3. Deploy: cd tools/cloudflare-workers/aurea-insights-blog && npx wrangler deploy

First-time domain setup (one-time):
1. Deploy the worker (step 3 above) — it goes live at a *.workers.dev URL first
2. Cloudflare dashboard → Workers and Pages → aurea-insights-blog → Settings → Domains and Routes → Add custom domain
3. Add insights.aureagrowth.co (requires aureagrowth.co DNS managed in Cloudflare)

Adding a second lane blog (johntossou.com/blog or tossouadvisory.com/articles):
Copy the aurea-insights-blog/ folder, change the name in wrangler.jsonc, swap brand tokens in the CSS, update article data. Same pattern, 15 minutes.

Step 6 — Repurpose (the 1 to many system)#

Every published article becomes 4 more assets. Do this immediately after publishing while the thinking is fresh.

Instagram carousel (10 min)

5–7 slides. One idea per slide. No paragraphs.

Slide 1: The problem statement (big text, plain background)
Slide 2: Why it happens (one sentence)
Slide 3: What it costs
Slide 4: What the fix looks like
Slide 5: The principle / takeaway
Slide 6: CTA ("Book a clinical assessment")

Every slide 6 pivots from patient education to clinic owner framing. Patients share slides 1–5. Clinic owners see slide 6 and think: that's me.

Short video hook (10 min)

20–40 second script:

Hook (5 sec): the most jarring claim
Problem (10 sec): why it matters
Pattern (10 sec): "we see this every week with clinics that..."
Exit (5 sec): soft CTA or question

Ad hook (5 min)

Pull the pain from the article into a single line. This becomes a headline test for future Meta ads.

Examples:
- "You don't need more leads. You need better patients."
- "Most lost revenue isn't your ads. It's the hour you're closed."
- "Your diary is full. Your revenue isn't growing. This is why."

LinkedIn post (5 min) — not a current priority, but the format:

Pull the sharpest sentence from the article as the hook. Then 3–4 short lines expanding it. End with a question or a quiet CTA.

Repurposing boundaries#

• Automate draft generation, formatting, and export where it saves time.
• Keep the insight selection, final framing, and publish/no-publish decision human.
• Do not auto-post raw RSS summaries to social channels.
• Do not let repurposing flatten the original editorial truth into generic motivational content.

5. SEO Strategy#

Clinic owners don't search "aesthetic marketing agency UK." They search:

• "why am I getting no shows clinic"
• "meta ads not working aesthetics"
• "how to reduce cancellations dental"
• "why do patients not rebook"

These are the entry points. Every article starts with a real clinic problem, not a keyword.

Teardown content (your unfair advantage)#

Mailman audits contain the best SEO content you'll ever produce. The process:

1. Do the Mailman audit (you're already doing this)
2. Strip the clinic identity
3. Keep the insight — the leak, the pattern, the consequence
4. Publish as an anonymous pattern breakdown

Example:

"Why discount ads and open booking attract the wrong patients"
Inside: "In a recent clinic we analysed..." — then describe the situation, the leak, the fix.

You keep 100% of the insight. Zero of the risk.

LLM takeover workflow#

1. Pick a commercial prompt worth owning.
2. Search it in Gemini, Perplexity, and ChatGPT.
3. Record the cited sources and their format.
4. Choose the weakest current winner.
5. Build an Aurea page that preserves the winning format but carries sharper economics, stronger operator logic, and clearer qualification thinking.
6. Publish fast, then monitor citations and branded search behavior.

What AI content needs to rank#

AI content is not penalised by Google. Generic content is.

• Generic: "Here are 5 tips for reducing no-shows"
• Ranking: "A clinic running £15 Meta ads with no deposit requirement loses £33k/quarter in attended-but-didn't-convert slots"

The editorial_truth field in each outline is what separates these. Specific numbers. Real scenarios. Concrete consequences.

6. Brand Voice Rules#

Tone: Direct. Punchy. Pain-focused. No jargon.

Rules:
1. Lead with the problem, not the solution. Reader feels seen before being sold to.
2. Short sentences. Short paragraphs. One idea per line.
3. Say it in the first sentence. No preamble or scene-setting.
4. Write how a sharp operator talks to a peer — not how an agency writes a brochure.

Reference: The Aurea Mailman letters — short observational paragraphs, one claim per sentence, pain named before anything else.

Forbidden phrases: cutting-edge, bespoke, industry-leading, omnichannel, synergy, seamless, holistic approach, in today's competitive landscape, leverage, solutions, painless, amazing, free consultation, call us today.

Forbidden punctuation: Em dash (—). It signals AI-generated copy. Rewrite the sentence instead. Replace with a full stop, comma, colon, or bracket.

7. Adding New Insights to the Knowledge Base#

When you learn something new — from a client conversation, a Mailman outcome, a Reddit thread, a sales call — add it to research/content-insights-base.md.

The file is structured in 6 parts:
1. Patient psychology (emotional drivers, language, fears, buying triggers)
2. Clinic owner psychology (pain points, agency trauma, decision triggers)
3. The connecting insight (how both sides are solving the same problem)
4. Operational gaps (product opportunities)
5. Content pillars and copy phrases
6. Content strategy and distribution

Add to the relevant section. If you learn a new verbatim phrase patients use, add it to Part 1. If you discover a new clinic owner objection, add it to Part 2. The richer this gets, the better the articles.

8. Article Queue#

Suggested next outlines:
- Why your clinic is paying for the wrong patients (discount ads + open diary + no deposit)
- The real cause of no-shows (it's not patients, it's the system)
- After-hours missed calls: the £33k/quarter revenue leak
- Why open booking systems kill high-ticket treatments
- GHL vs Fresha/ANS/Pabau for qualification flows
- The post-treatment WhatsApp check-in (why most clinics skip it and what it costs)

9. Where Everything Lives#

10. Connection to Revenue#

Mailman letter sent to clinic
    ↓
Clinic owner Googles "Aurea Growth"
    ↓
Lands on 5–10 sharp articles that confirm expertise
    ↓
Replies to Mailman warmer, books call pre-sold
    ↓
Close rate goes up, sales cycle goes down

SEO inbound is a secondary benefit that kicks in after month 3–4 of consistent publishing.

Primary acquisition channel: Mailman. Content is the trust layer behind it.

10.5 What to automate and what to keep human#

Automate:
- keyword clustering
- outline scaffolding
- citation-format reminders
- markdown generation
- image/export formatting
- PageSpeed remediation planning

Keep human:
- editorial truth extraction
- final CTA judgment
- publish decision
- repurposing angle selection
- anything that could change clinical positioning or patient trust

11. Troubleshooting#

API key error:

ValueError: ANTHROPIC_API_KEY environment variable not set

Create .env in aurea-content-engine/ with: ANTHROPIC_API_KEY=sk-ant-...

Output is too generic:
The editorial_truth field in the outline is too vague. Add more specific claims — real numbers, real scenarios, real consequences. Regenerate.

Output uses forbidden phrases:
Search for: "cutting-edge", "industry-leading", "painless", "amazing", "bespoke", "free consultation". The system prompt already bans these but the model occasionally slips. Edit manually.

File not found for outline:
Make sure the outline filename ends in _outline.json. The generator globs for that pattern.

You are in johntossou.com SEO mode. This lane targets hiring managers, adtech/martech founders, and aesthetics marketers. Read lane-johntossou.md in full. Focus: positioning John as a senior adtech/martech consultant with UK aesthetics vertical expertise. Competition is low — content compounds fast. This lane is the fastest ROI per article published.

Lane: John Tossou Personal Brand

Lane: johntossou.com personal brand
Domain: johntossou.com
Audience: Three distinct groups (see below)
Owner: John — strategy, drafts, publishes
Priority: High — job signal, adtech authority, Aurea cross-pollination, GEO footprint
Status: Site exists. SEO content not yet started. Start here.
Back to: MASTER.md

Why This Lane Matters#

Three compounding reasons, each valid independently:

1. Job insurance. With a baby due and Aurea pre-MRR, a content footprint on johntossou.com means hiring managers and headhunters find you before you need them. One well-ranking article on "programmatic advertising UK" or "adtech GTM consultant" puts you in relevant search results passively.

2. Advisory pipeline. Founders and execs Googling UK market entry or adtech consulting find you. This is the inbound layer for JCT Advisory and Tossou Advisory referrals that doesn't require LinkedIn activity.

3. Aurea authority transfer. Every article about aesthetics clinic marketing, GHL workflows, or Google Ads for clinics strengthens Aurea's positioning by proxy. Prospects who Google John Tossou before signing find proof he knows what he's doing.

Audiences#

Three audiences, one site — different articles serve different groups.

Keyword Universe#

Tier 1 — Job signal (low competition, high hiring-manager intent)#

These rank fast because almost no one is writing about them at a personal brand level.

Tier 2 — Authority and cross-pollination#

Tier 3 — GEO targets (optimise for AI citation)#

These are prompts people are already asking AI tools. Rank here = cited in ChatGPT/Perplexity answers.

• "What is the best CRM for aesthetics clinics?"
• "How to reduce no-shows in a UK aesthetics clinic"
• "GoHighLevel for medical aesthetics — is it worth it?"
• "UK adtech market entry — what to know"
• "How to set up Google Ads for an aesthetics clinic"

Target Pages to Build#

Build in this order. Each page targets one intent cluster.

Phase 1 — Foundation (do these first, unlocks job signal)#

Phase 2 — Blog articles (compounds over time)#

Content Angles#

These angles apply across all articles on johntossou.com.

Practitioner teaching practitioners. Every article is written by someone who has run real campaigns and seen real outcomes — not an agency pitching services. "Here is what happened, here is the exact number, here is what I would do differently."

Specificity over breadth. A post titled "How we cut CPA from £467 to £89 for a North London under-eye treatment clinic over 90 days" is worth 10 generic "how to run Google Ads" posts for both SEO (low competition) and GEO (AI models love specific, citable numbers).

Comparison content. "GHL vs Fresha", "Google Ads vs Meta for aesthetics", "Appointwise vs manual triage" — comparison posts rank fast, get cited by AI tools, and are directly useful to the Aurea prospect audience.

UK-specific operator intelligence. Most adtech and clinic marketing content is US-written. CQC compliance, GHL setup for UK numbers, UK carrier rules for WhatsApp Business — none of this exists in useful form. First-mover advantage is real here.

Brand Voice for johntossou.com#

Different to Aurea's agency voice. Slightly more personal — this is John as an operator, not as an agency brand.

Tone: Direct. Specific. No preamble. Practitioner-to-practitioner.

Lead with the outcome or the problem: "We cut cost per consultation by 81% in 90 days. Here is exactly how." Not "In this article I will share..."

Permitted first-person: "I built", "we ran", "I tested", "here is what I found" — this is a personal brand, first-person is appropriate and builds trust.

Forbidden (same as Aurea): Em dashes, cutting-edge, bespoke, industry-leading, seamless, leverage, solutions.

No agency speak. This is not a pitch document. No "if you're looking to transform your clinic's performance..." — just direct practitioner language.

CTA Structure#

Every article on johntossou.com routes to one of three destinations depending on the reader's likely intent:

Use the reader's intent to pick the right CTA. Don't use the same CTA on every page.

Publishing Setup#

Platform: johntossou.com (existing site — check CMS before deciding on blog setup)

Blog path: /blog or /insights — keep it separate from service pages

Schema to add on every post:
- Article schema (author: John Tossou, credentials listed)
- Organization schema (John Tossou / JCT Advisory)
- BreadcrumbList

Meta format:
- Title: [Specific outcome or claim] | John Tossou
- Description: 145-155 characters, lead with the specific number or claim

No stock photos. Real screenshots, real campaign data (anonymised where needed), real clinic dashboards.

Article Brief Template#

Use brief-template.md for every article. Set lane: johntossou and pick the right audience from the three groups above.

Progress Tracker#

You are in Tossou Advisory SEO mode. Low priority lane. Read lane-tossou-advisory.md before touching anything. Domain: tossouadvisory.com. Audience: French-speaking Series B CEOs/CFOs. Owner: John + Dan. Only produce content here when explicitly asked — do not generate unprompted.

Lane: Tossou Advisory

Lane: Tossou Advisory brand
Domain: tossouadvisory.com
Audience: French-speaking Series B CEOs, CFOs, CMOs, founders considering UK-France expansion
Owner: John (commercial content), Dan (finance content)
Priority: Low — narrow audience, slow compounding, no time pressure
Status: Site exists. SEO content not started. Start after johntossou.com Phase 1 is live.
Back to: MASTER.md

Why This Lane Is Different#

Every other lane targets English-speaking, Google-searchable audiences. This lane is French-speaking B2B with very specific needs. The audience is small but extremely high-value — one inbound lead from this lane is worth more than 50 aesthetics clinic leads.

Two implications:
1. Volume does not matter. Rank for 5 highly specific French-language queries and you own the lane. You do not need 50 articles.
2. Compounding is slow. French-language SEO for UK advisory services is a 12-24 month play. Do not expect organic traffic before then. The content exists to be found when someone is already in the research phase — not to generate cold volume.

Start building this lane only after johntossou.com has at least 3 articles live.

Audience#

A French-speaking Series B CEO or founder who is:
- Considering UK expansion (from France, Belgium, Switzerland, or Canada)
- Navigating a commercial or financial decision that has UK implications
- Skeptical of generic consultants who pitch strategy decks without accountability
- Looking for an independent view that isn't paid by the agency or vendor they're evaluating

The site's positioning is buyer-side only. No commissions, no referral fees, no pay-to-play. This is the differentiator and it must come through in every piece of content.

Keyword Universe#

French-language (primary)#

English-language (secondary — French founders often search in English for UK content)#

Target Pages#

Very few pages needed. The audience is narrow. Quality over volume.

Phase 1 — Foundation#

Phase 2 — 3-5 long-form articles#

Content Rules for This Lane#

Language: French primarily. Use formal but direct French — this is a senior executive audience, not startup Twitter. Do not use anglicisms unnecessarily, but do not avoid English terms that are standard in the business world (KPI, go-to-market, due diligence).

Tone: Sober, senior, buyer-side. The site language rules from TOSSOU-ADVISORY-SITE-STRATEGY.md apply to all content.

Vocabulary to use:
- Direction externalisée
- Direction commerciale / direction financière
- Binôme senior
- Mission continue
- Diligence de décision
- Présence terrain
- Buyer-side
- Indépendance

Vocabulary to avoid:
- Fractional CFO, fractional CRO, fractional CMO (US startup language, wrong register)
- Growth advisor, unlock your potential (overblown)
- Transformational, world-class, elite (same)
- Em dashes in French or English (same rule as all lanes)

GEO note: French-language GEO is less competitive than English. Well-structured French content with entity clarity, FAQ schema, and direct answers can appear in French AI Overview results faster than equivalent English content. Prioritise the Quick Summary block and structured FAQ on every page.

CTA Structure#

One CTA only: contact for an initial conversation.

No pricing on the site (per site strategy). No self-service booking. The CTA is always:

"Prenez contact pour un premier échange."

Route to a contact form or email. No calendly-style booking — too informal for this audience.

Publishing Setup#

Platform: Cloudflare Worker (existing — see tools/cloudflare-workers/johntossou-advisory-landing/)

Blog path: Add /insights or /articles section when Phase 2 content is ready

Schema on every page:
- Organization schema (Tossou Advisory / JCT Advisory LTD)
- WebPage schema
- French-language hreflang tag

Meta format (French):
- Title: [Service or claim] | Tossou Advisory (max 60 characters in French)
- Description: 145-155 characters in French

Article Brief Template#

Use brief-template.md for every article. Set:
- lane: tossou-advisory
- language: fr
- audience: French-speaking Series B CEOs / CFOs

Progress Tracker#

You are in AI Systems mode. Read docs/Doc Business/clinic-omnichannel-ai-stack-playbook.md and docs/vapi-ghl-best-practices-2026-03-31.md before touching any setup. Stack: GHL + Vapi + Appointwise + n8n + WhatsApp Business API. Critical: Vapi fires multiple webhook events per call — filter by end-of-call-report only. GHL loop lock prevention is mandatory. Vapi native GHL OAuth connector is broken as of 2026-05 — use the Cloudflare webhook bridge.

Clinic Omnichannel AI Stack — Decision Playbook

Last updated: 2026-05-06
Source client: Elhama Beauty Boutique (setup April 2026)

This document captures every decision, constraint, failure mode, and architecture pattern from building a full omnichannel AI system for a UK aesthetics clinic. Use it at the start of every new client engagement to avoid re-learning the same lessons.

What This Stack Does#

A single system that:
- Handles all inbound messages (WhatsApp, Instagram DM, Facebook DM, SMS) via AI triage
- Handles all inbound phone calls via an AI voice agent using the clinic's own cloned voice
- Stores every interaction in a CRM, logs calls, extracts contact details automatically
- Lets the clinic owner see everything in one inbox without touching a phone

Stack Components#

Channel Coverage — What Is and Is Not Possible#

WhatsApp Voice Calls — Hard Limit#

When a number is connected to WhatsApp Business API, it cannot receive WhatsApp in-app voice or video calls. The call shows as failed or dropped on the caller's screen. GHL sees nothing — no notification, no contact record created. This cannot be fixed technically.

Mitigation:
1. Add a note to the business WhatsApp bio: "For calls, please use the regular phone number. For messages, WhatsApp us here."
2. Send a broadcast to existing contacts before go-live explaining the change
3. First-message GHL automation: when a new contact messages, the opening reply includes "If you tried to call via WhatsApp and it didn't connect, please call [number] directly."

Accept this as a trade-off. The client must understand it before the number goes live on the API.

The "Same Number" Problem#

Every clinic wants one number that does everything. Here is the reality:

Number architecture in practice:

The client keeps their existing mobile number (e.g. 07501 914514). It gets two roles:
1. Connected to GHL WhatsApp Business API — handles all messages
2. Carrier-level call forwarding to a separate Twilio/Vapi number — handles all calls

The Vapi number is a separate UK number (e.g. +44 1923 311259) bought in Twilio. Callers dial the clinic number, get forwarded, and Vapi answers.

Client dials 07501 914514
       |
       ├── Carrier-level forwarding → +44 1923 311259 (Vapi)
       |         Vapi answers, collects details, logs to GHL
       |
       └── WhatsApp message → GHL inbox → Appointwise AI triage

Call Forwarding — Unconditional vs Conditional#

Two options. Decide with the client.

For clinics like Elhama: unconditional is almost always the right call. Owner-operators doing hands-on treatments physically cannot break to take calls.

Unconditional forwarding dial codes (UK carriers):
- All carriers: **21*+441923311259# (replace with actual Vapi number)
- To cancel: ##21#

Confirm the client's carrier before go-live — codes vary slightly.

Voice AI — GHL Native vs Vapi#

Decision: always use Vapi for voice in v1. Revisit GHL native at 30 days.

Voice Cloning with ElevenLabs#

When to do it: at the first in-person meeting, once the client has seen the system and trusts it enough to want their voice on it.

Process:
1. Client reads a 2-minute script (natural, conversational — not a formal read)
2. Record audio (phone voice memo is fine)
3. Upload to ElevenLabs → Instant Voice Clone → name it clearly
4. Copy the voice ID
5. PATCH the Vapi assistant: {"voice": {"provider": "11labs", "voiceId": "VOICE_ID"}}

What to expect: the clone will not be perfect on the first attempt. The client may describe it as "too fast" or "too English" — this is a prompt issue as much as a voice issue. Soften the system prompt alongside the voice change.

System prompt tone for clinic voice agents:
- Warm, unhurried, conversational UK English
- One question at a time — never stack questions
- Use connectors: "Of course", "No worries at all", "That sounds lovely", "Absolutely"
- Frame photo review / qualification as a caring personal touch, not a barrier
- Never invent pricing, availability, or clinical advice

Vapi → GHL Integration#

Vapi does not natively sync with GHL. The bridge is a GHL Inbound Webhook workflow.

Architecture#

Vapi call ends
    ↓
Vapi fires end-of-call-report webhook → GHL Inbound Webhook trigger
    ↓
GHL workflow runs:
  1. Create/Update Contact (phone number)
  2. Log External Call (direction, status, recording URL)
  3. (optional) Send SMS / WhatsApp follow-up

Structured Data Extraction#

Vapi can extract structured fields from every call automatically. Configure via analysisPlan.structuredDataSchema on the assistant:

{
  "analysisPlan": {
    "structuredDataSchema": {
      "type": "object",
      "properties": {
        "callerName": {"type": "string"},
        "callerEmail": {"type": "string"},
        "callerPhone": {"type": "string"},
        "treatmentInterest": {"type": "string"}
      }
    },
    "structuredDataPrompt": "Extract caller name, email, phone number stated during call, and treatment interest. Leave blank if not mentioned."
  }
}

These fields appear in the webhook payload at message.analysis.structuredData.* and can be mapped directly in GHL workflow actions.

GHL Workflow — Critical: Loop Lock Prevention#

Problem: Vapi fires multiple webhook events per call (status-update, transcript, assistant-request, end-of-call-report — typically 6–10 events per call). If all hit the GHL workflow, it runs 10+ times per call. GHL detects this as a loop (threshold: 50 workflow starts per contact in 30 minutes) and auto-locks the workflow to Draft. Even a NO-branch exit counts as a start, so an If/Else filter inside GHL alone is not enough once test volume builds.

Fix — two steps, in this order:

Step 1 (do first — eliminates the problem at source): Vapi dashboard → your assistant → Advanced → Server Messages → set to ["end-of-call-report"] only. Vapi stops sending all intermediate events. GHL never sees them. This must go in before the workflow is republished.

Note: serverMessages filter only works on Vapi Assistants — not Vapi Workflows.

Step 2 (secondary safeguard): Add an If/Else branch as the first action after the Inbound Webhook trigger:
- Condition: {{message.type}} equals end-of-call-report
- Yes branch: all actions (Create Contact, Log Call, field mappings) run here
- No branch: workflow ends immediately

Never publish the GHL webhook workflow without both fixes in place.

If the workflow gets loop-locked: contact GHL support via live chat and say "Our inbound webhook workflow was auto-locked to Draft due to loop detection. We have identified the root cause and have a fix ready. Please unlock the workflow so we can re-publish it." GHL will unlock it manually — their senior support team can do this. Do not attempt to republish before the Vapi serverMessages filter is set.

GHL Workflow — Field Mapping Reference#

Confirmed working paths. Do NOT use common wrong guesses — they silently map nothing.

Do not map message.durationSeconds — this field does not exist in the Vapi end-of-call-report payload. Derive duration from call.startedAt / call.endedAt if needed later.

Re-entry Setting#

Set the workflow re-entry to Allow every time. Every call must run the workflow, not just the first one per contact.

SMS Follow-up After Call#

Constraint: UK Twilio local numbers often do not support SMS. Always check the number's capabilities in Twilio before assuming SMS is available. In the Configure tab, if you see "Messaging configuration is unavailable for this phone number" — SMS is not possible from that number regardless of GHL settings.

Options:

Recommended for v1: skip SMS entirely. Add WhatsApp follow-up as a post-go-live workflow action using the client's main number.

Twilio Number Buying — What to Check#

Before buying a Twilio number for any client:

1. Capabilities — confirm Voice AND SMS are listed under Capabilities in Twilio console. UK local numbers (01xxx / 02xxx) often do not support SMS. UK mobile-style numbers (07xxx) usually do.
2. Regulatory bundle — UK numbers require a Regulatory Bundle with an approved address. Create this before buying if it doesn't already exist.
3. Messaging capability — after buying, check the Configure tab. If "Messaging configuration is unavailable" appears, you cannot send SMS from that number.

Meta / Instagram / Facebook Setup#

What is needed#

• Client grants access to their Meta Business Portfolio (Business Manager)
• Facebook Page must be connected to the portfolio
• Instagram account must be switched to Professional and linked to a Facebook Page
• GHL must be approved as a messaging integration in Meta Business Suite
• All accounts must show "Connected" in GHL → Settings → Integrations

Critical visibility rule for GHL#

For Meta-connected channels, Business Portfolio ownership alone is not enough.

The final gate that controls which Pages / Instagram accounts are actually visible to GHL is usually the Facebook login that authenticated LeadConnector:

Facebook -> Settings & privacy -> Business integrations -> LeadConnector -> View and edit

This is where the connected Facebook user can expose or hide the assets available to GHL.

If an account looks correctly connected in Meta but still does not appear in GHL:
1. Log into the exact Facebook user that connected LeadConnector
2. Open Settings & privacy -> Business integrations
3. Open LeadConnector -> View and edit
4. Confirm the correct Pages / Instagram accounts are enabled
5. Reconnect or refresh the Facebook/Instagram connection inside GHL if needed

Treat this as a first-line debug step on every clinic setup.

Common blockers#

Multi-account setup (e.g. business partner with separate Instagram)#

If a client has a business partner with a separate Instagram driving traffic:
1. Add the partner's Instagram to the client's Meta Business Portfolio (Business Settings → Instagram Accounts → Request Access)
2. Connect as a second Instagram channel in GHL
3. The same Appointwise agent handles both — the partner does not need to do anything operationally

Requires the partner's agreement and Meta page access.

Important: even after the Page + Instagram are correctly linked in Meta, the second account may still stay invisible in GHL until the Facebook user who connected LeadConnector enables that asset in Business integrations -> LeadConnector -> View and edit.

WhatsApp Business API Registration#

Pre-registration requirements#

• Meta Business Portfolio must be verified. Go to business.facebook.com → Settings → Security Center → Business Verification. Status must show Verified before GHL can register any number. Verification takes 2–5 business days after submitting documents.
• Correct legal name in Meta. The legal business name entered in Meta Business Manager must match the Companies House certificate exactly — including "Limited." Any mismatch causes rejection.
• Full address required. The address field in Meta Business Manager must contain the full registered address, not just "United Kingdom."
• Primary document for UK businesses: Certificate of Incorporation from Companies House. Free to download. Covers both legal name and registered address. A utility bill alone is not accepted for the legal name — it can only supplement for address/phone verification.
• Identity verification: Meta also requires a personal ID from the company director to complete verification. Passport is preferred. This must be done in person — the director must be physically present to upload their ID.
• The phone number must be in an active SIM on the day of registration (Meta sends an OTP via SMS or voice call).

The number must be released from the WhatsApp Business App first#

A phone number cannot be registered on the WhatsApp Business API while it is active on the WhatsApp Business App. This is the most common cause of the "account locked" error in GHL.

Fix: the client must delete their WhatsApp Business App account from within the app before the API registration can proceed. Uninstalling the app alone is not sufficient — the account deletion must happen inside the app.

Steps:
1. Open WhatsApp Business App on the client's phone
2. Settings → Account → Delete my account → confirm
3. Wait 5 minutes for Meta's servers to deregister the number
4. Then proceed with GHL registration

Important: warn the client that this creates a downtime window of approximately 20–30 minutes. Plan it for a quiet period — not mid-clinic.

GHL registration sequence (embedded signup via 360dialog)#

1. GHL Settings → WhatsApp → Connect a new number
2. Log in with the Facebook account that has Business Manager Admin access to the Meta Business Portfolio
3. Select the correct business portfolio
4. Enter the phone number in international format: +447XXXXXXXXX — never with a leading 0
5. Choose Voice Call for OTP delivery (more reliable than SMS for UK O2 numbers)
6. Client receives call on their phone, reads out the 6-digit code
7. Enter the code in GHL
8. Set display name (trading name the client wants customers to see)
9. Test immediately — send a message to the number from a separate phone and confirm it appears in the GHL inbox

What the client loses when the number goes on the API#

• WhatsApp in-app voice and video calls (hard technical limit — see above)
• The number is no longer usable on the WhatsApp Business App

What the client gains#

• Unified inbox in GHL — all WhatsApp messages centralised
• AI triage via Appointwise
• Broadcast campaigns to opted-in contacts
• Automated follow-up workflows

Common errors and fixes#

One-time WhatsApp history import: during setup, GHL supports importing up to 6 months of WhatsApp Business history. This is a one-time process — do it at setup, not after.

Contact Data Migration#

Before connecting any live number:
1. Export contacts from all devices (iPhone via iCloud → .vcf, Android via Google Contacts)
2. Merge and deduplicate
3. Import into GHL subaccount

Do not migrate the live number until the contact import is done. Some CRMs treat number connection as a trigger for history import — doing it in the wrong order risks losing data.

Go-Live Order#

Always follow this sequence. Do not shortcut it.

1. Export and import contacts into GHL subaccount
2. Build and test the AI triage agent (Appointwise) on a separate test WhatsApp number — not the live number
3. Run 3-7 days internal stress testing on the test line
4. Refine AI tone, photo timing, pricing handling, and handoff rules from test chats
5. Set up and test Vapi voice agent independently — call the Vapi number directly
6. Validate Vapi → GHL webhook end to end (contact created, call logged, structured data populated)
7. Connect Instagram and Facebook DMs — confirm Meta permissions first
8. Register live WhatsApp number on GHL only when test line is stable
9. Set carrier call forwarding to Vapi number only after WhatsApp is live and tested
10. Run full end-to-end test across all channels
11. Go live — AI qualifies, human books manually for v1
12. Set up Stripe recurring billing — only charge when full system is live

Appointwise Setup Notes#

• One Appointwise agent can handle multiple channels in the same GHL subaccount (WhatsApp, Instagram, Facebook, SMS)
• Trigger pattern for v1: Customer Replied → apply AW-Active-[ClientName] tag
• Stop logic at photo / qualification stage: handle in CTA and prompt instructions, not a separate trigger
• Fixed prices, from prices, and consultation-led pricing all handled in the prompt and knowledge base
• Multilingual: instruct the AI to mirror the lead's language

Billing Setup#

• Never start billing before the full system is live and tested
• Agreed billing trigger: all channels live, tested, and client has seen the system working
• Standard: Stripe recurring, £250/month, auto-debit
• Keep a clear written record of the agreed go-live date and billing start date

Common Failure Modes#

Vapi + GoHighLevel Best Practices

Plain-English reference for what we learned while testing Vapi with GoHighLevel / LeadConnector.

Last updated: 2026-04-07

Production Findings — Elhama Beauty (2026-05-04)#

This section documents what was discovered and fixed during the live Elhama Beauty Vapi → GHL setup. These are production-validated findings, not theory. Apply them to every future client using this stack.

Critical: Vapi fires multiple webhook events per call#

By default, Vapi sends every event type to the server URL — not just the final end-of-call-report. Events fired per call include:

• assistant-request
• status-update
• transcript
• function-call
• hang
• end-of-call-report

All fire to the same URL within the same second. GHL runs the workflow once per event. On a single call, the same contact gets enrolled 6–10+ times in 2 seconds. GHL's loop detection locks the workflow at 50 starts per contact within 30 minutes.

This will happen on every new Vapi → GHL client if not fixed before the first test call.

Fix 1 — Set serverMessages on the Vapi assistant (do this first)#

The serverMessages field on the Vapi Assistant object controls which event types fire to the server URL. Set it to only end-of-call-report before pointing any GHL workflow at the assistant.

"serverMessages": ["end-of-call-report"]

Via API:

curl -X PATCH "https://api.vapi.ai/assistant/{assistantId}" \
  -H "Authorization: Bearer {VAPI_PRIVATE_KEY}" \
  -H "Content-Type: application/json" \
  -d '{"serverMessages": ["end-of-call-report"]}'

Via dashboard: Assistant → Advanced → Server Messages → select end-of-call-report only.

Important: serverMessages only works on Vapi Assistants. It does not work on Vapi Workflows. If using a Vapi Workflow, filter at a middleware layer (n8n, Make, or a small relay script) before the payload reaches GHL.

Fix 2 — GHL loop lock mechanics#

GHL locks a workflow when it reaches 50 starts for the same contact within 30 minutes. "Starts" counts every workflow entry — including ones that exit immediately via a NO branch on an If/Else filter. The filter inside GHL reduces processing but does not prevent the lock. The only clean fix is suppressing events at the Vapi level via serverMessages.

The If/Else filter on message.type is still worth adding as a secondary safeguard, but it is not a substitute for serverMessages.

Fix 3 — GHL mapping reference must be set before building actions#

When creating a new Inbound Webhook workflow in GHL, GHL requires a mapping reference payload before any field variables are available in the workflow builder. Without it, all mapped fields return empty and Create Contact errors with "no value was found for any of the mapped fields."

Correct order:
1. Create the workflow and copy the webhook URL
2. Send a sample end-of-call-report payload to that URL (via curl or a test call)
3. Go back to the trigger settings → Mapping Reference → Check for new requests → select the payload
4. Only then build the action steps

If you build actions before setting the mapping reference, the variable picker will either be empty or suggest incorrect paths. Re-select the mapping reference and re-map each field.

Sample payload to send for mapping reference setup:

curl -X POST "{GHL_WEBHOOK_URL}" \
  -H "Content-Type: application/json" \
  -d '{
    "message": {
      "type": "end-of-call-report",
      "endedReason": "customer-ended-call",
      "summary": "Test call summary.",
      "artifact": {
        "transcript": "AI: Hello.\nUser: Hi.",
        "recording": {
          "recordingUrl": "https://storage.vapi.ai/sample.mp3",
          "stereoRecordingUrl": "https://storage.vapi.ai/sample-stereo.mp3"
        }
      },
      "analysis": {
        "structuredData": {
          "callerName": "Test User",
          "callerEmail": "test@example.com",
          "callerPhone": "+447911000000",
          "treatmentInterest": "Brow Treatment",
          "callOutcome": "Booking Inquiry"
        }
      },
      "call": {
        "id": "sample-001",
        "customer": { "number": "+447911000000" },
        "startedAt": "2026-05-04T14:00:00.000Z",
        "endedAt": "2026-05-04T14:03:30.000Z"
      }
    }
  }'

Fix 4 — Corrected Vapi end-of-call-report field paths#

The following paths are production-confirmed from the Vapi end-of-call-report payload. GHL prefixes all webhook fields with inboundWebhookRequest. in the variable picker.

structuredData fields only populate if analysisPlan.structuredDataPrompt and a JSON schema are configured on the Vapi assistant. Verify with a test call payload before relying on them.

Fix 5 — Vapi native GHL OAuth connector is broken (as of 2026-05)#

The official Vapi MCP OAuth connector for GHL has been reported broken for months. Users report silent credential errors and 500/502 responses even when Vapi logs show tools triggering correctly. Do not attempt to use the native connector. Use the custom Inbound Webhook workflow approach documented above.

Standard setup checklist for new Vapi → GHL inbound client#

1. Create GHL Inbound Webhook workflow → copy webhook URL
2. Patch Vapi assistant serverMessages to ["end-of-call-report"] via API
3. Set Vapi assistant server URL to the GHL webhook URL
4. Send sample payload to the GHL webhook URL
5. In GHL workflow trigger → Mapping Reference → select the sample payload
6. Build action steps using inboundWebhookRequest. prefixed variables from the table above
7. Publish the workflow
8. Make a real test call → confirm exactly 1 enrollment in Enrollment History
9. Confirm all fields populated on the contact record

End-of-Day Update (2026-04-07)#

Transcript Receiver — deployed to Cloudflare#

The ghl-transcript-receiver Cloudflare Worker is now live:

• Worker: https://ghl-transcript-receiver.johntossou.workers.dev
• Webhook endpoint: POST /webhook/transcript (no auth — GHL doesn't support request headers)
• Query endpoint: GET /transcripts?token=AUTH_TOKEN&date=YYYY-MM-DD
• KV namespace ID: 01c5ffa00a554d96ab95ce889a97df6a
• Wrangler config: tools/cloudflare-workers/ghl-transcript-receiver.wrangler.jsonc
• Auth token: stored in .env as AUTH_TOKEN

Still required in GHL: go to Automation → "Transcript Generated" workflow → update the webhook action URL to the worker endpoint above → publish. Without this step, GHL won't push any transcripts to the worker.

GHL API — confirmed limitation#

The GHL public REST API (/conversations/messages/{id}) does not return recording URLs or transcript text. These are stored GHL-internally. The only programmatic path is the "Transcript Generated" webhook workflow.

Twilio also does not hold the recordings from GHL native dialer calls — GHL uses its own pipeline.

GHL call recording — Camille's number#

Call recording is not enabled on +44 7414 269881. Camille's human calls connect and last up to 5 minutes but leave no transcript. Enable recording in GHL → Phone Numbers → +44 7414 269881 → Call Recording ON.

2026-04-07 AI calling session findings#

20 VAPI calls across 2 batches (~$0.73). Key issues observed:

1. Premature hang-up — AI said "Goodbye" while a receptionist was mid-sentence giving an email address (London City Skin Clinic). Bhavisha prompt needs a longer patience window before ending when a human is actively speaking.
2. Garbled primary_issue — Halcyon Medispa had a broken observation ("positive reviews costing inquiries"). Field content must be validated before calls go out.
3. Best near-miss — Gielly Green: AI disclosed itself, Christie fetched the owner, call timed out on hold. Silence timeout threshold may need extending when AI has been explicitly told to hold.

End-of-Day Update (2026-04-04)#

By the end of the 4 April 2026 session, the main shift was this:

• Vapi prompting and GHL enrichment are no longer the only concern
• the next automation layer is now a post-call renderer for email follow-up

New operating principle#

Do not let GoHighLevel send post-call follow-up emails by stitching together raw dropdown values.

Use this pattern instead:

1. GHL workflow is triggered by a custom disposition
2. GHL waits ~10 minutes for transcript / summary availability
3. GHL calls an external renderer endpoint
4. the renderer combines:
5. transcript nuance
6. canonical GHL fields
7. disposition
8. the renderer writes final copy back into GHL
9. GHL only sends if render_status = ready

Why this matters#

The live outbound schema uses machine-friendly fields like:
- primary_issue
- booking_system
- team_structure

Those are excellent for:
- filtering
- routing
- choosing the angle

They are not finished copy.

That means:
- primary_issue should not be pasted raw into an email
- GHL template logic alone is too brittle for high-quality personalised follow-up

Local build status#

Prepared locally:

• docs/aurea-post-call-renderer-design.md
• docs/ghl-post-call-renderer-workflow-blueprint.md
• tools/cloudflare-workers/aurea-followup-renderer.js
• tools/cloudflare-workers/aurea-followup-renderer.wrangler.jsonc
• tools/cloudflare-workers/README-aurea-followup-renderer.md
• tools/setup_ghl_render_fields.py

Not yet live#

Two blockers remain:

1. Cloudflare deploy

2. wrangler is not authenticated on this machine yet

3. GHL render-field creation

4. the current GHL token can read and update contacts
5. but it does not have the scope to manage custom field definitions
6. so the renderer fields still need manual creation or a higher-scope token

Required renderer fields#

• rendered_email_subject
• rendered_email_body
• render_status
• render_type
• render_confidence
• render_error

Best-practice conclusion#

For Aurea’s post-call follow-up layer, the safest stack is now:

• Vapi handles the call
• GHL owns workflows and sending
• Cloudflare renders bounded copy
• tasks happen only on exception branches

Update suite au feedback de Claude#

One important refinement was added after architecture review:

• the renderer should not become a fragile all-or-nothing dependency

So the recommended v1 is now:
- fallback-first
- renderer second

In practice that means:
- safe fallback templates should exist before renderer rollout
- transcript quality should be checked before transcript-based rendering
- if rendering fails, times out, or lacks enough context, the system should degrade gracefully rather than silently skip follow-up
- the renderer remains a quality layer, not the only path to a follow-up email

Update Note (2026-04-04)#

This document began as a Vapi + GHL integration reference, but it now also needs to reflect the live demo-clinic voice setup.

Important live clarifications:

• +44 1355 209592 is the Demo Voice number, not the default Bhavisha prospecting number
• the inbound demo assistant on that number is Riley
• Riley assistant ID: cca2a23d-abcf-45ed-9aca-f54902ae3aaf
• Riley is a demo clinic front-desk / after-hours reception assistant only
• Riley should remain separate from Bhavisha outbound and callback roles

Voice configuration clarification:

• the exact ElevenLabs voice ID for Bhavisha 2 is BIS6xSao7QaZrZ0MgsWG
• if Riley uses the Bhavisha 2 voice for demo consistency, document that explicitly rather than inferring it from another assistant

Prompting clarification:

• for demo inbound agents, pronunciation and pacing should not rely only on prompt wording
• use Vapi voice-layer formatting / replacements and Deepgram keyterms where possible
• keep the prompt structured into sections and keep it to one question at a time

Outbound schema clarification:

• the live JCT Advisory outbound schema is now locked to:
• decision_maker
• booking_system
• primary_issue
• meta_ads
• google_ads
• team_structure
• worth_mentioning
• these are now the source-of-truth fields for Bhavisha personalization
• the older vapi_observation / vapi_leak / vapi_angle model is now historical, not canonical

Executive Summary#

We now have two useful patterns for connecting Vapi and GoHighLevel:

1. Transcript push workflow
   This sends transcript-related data out of GoHighLevel to our own webhook endpoint.

2. External call logging workflow
   This accepts a webhook into GoHighLevel and creates a contact + logs an external call directly into the contact's native activity / call history.

The important result from testing on JCT Advisory is:

• the Inbound Webhook -> Create Contact -> Log External Call workflow executes successfully
• it creates the contact
• it adds an outbound call activity in GoHighLevel
• this means we likely do not need the full Marketplace / Conversation Provider route for this use case

That is a meaningful simplification.

What We Confirmed#

1. The native GHL workflow path works#

We tested this workflow:

Inbound Webhook -> Create Contact -> Log External Call

Using a test payload, GoHighLevel:

• accepted the webhook
• created the contact John Test
• logged an Outbound Call
• showed the result on the contact record

This is the most important practical finding.

2. The workflow must use webhook payload variables, not contact variables#

When using Inbound Webhook, the early workflow steps do not yet have a GHL contact object.

So for Create Contact, you must map fields from the incoming webhook payload, for example:

• phone
• firstName
• lastName

Do not map fields like:

• {{contact.first_name}}
• {{contact.last_name}}
• {{contact.phone}}

Those are empty before the contact exists, and the step fails.

3. Log External Call is strict about values#

For the external call step:

• direction should be lower-case: inbound or outbound
• status should use allowed values such as:
• completed
• answered
• busy
• no-answer
• failed
• canceled
• voicemail
• pending

4. You can leave the date blank#

If the Date field is left blank in Log External Call, GoHighLevel will apply the current date and time automatically.

That is useful for fast testing.

5. Use the real outbound number in From#

For accurate logging, the From field should be the real caller number used by the Vapi outbound setup.

For the Bhavisha / JCT Advisory setup, the Vapi outbound number must match the live prospecting architecture.

Important clarification:

• +44 1355 209592 is now the demo inbound number used by Riley
• do not treat +44 1355 209592 as the default Bhavisha outbound number unless the live routing has explicitly been changed again
• always cross-check the current source of truth in docs/phone-number-architecture.md

At the time of the original test, the number we resolved was:

+441355209592

6. The public workflow creation API is not available in the way we hoped#

We tested the public GHL API and found:

• GET /workflows/ returned an authorization / scope issue
• POST /workflows/ returned 404 Not Found

So, at least with the current token and public API surface, we should assume:

• workflows need to be created in the GHL UI
• then tested via webhook

We should not assume we can fully automate workflow creation programmatically.

Workflow 1: Transcript Workflow#

What it does#

This workflow sends transcript-related call data out of GoHighLevel to our own webhook.

In the current setup:

• trigger: Transcript Generated
• action: Webhook
• destination: our ngrok / server endpoint

What data it sends#

Based on the current workflow, it sends values such as:

• contactId
• contactName
• phone
• companyName
• transcript
• summary
• callDuration
• direction

What this workflow is for#

This workflow is useful when:

• GoHighLevel already has the call / transcript event
• we want to push the transcript elsewhere
• we want custom downstream processing
• we want to enrich, summarize, store, or route the transcript outside GHL

In simple terms#

GoHighLevel says:

"A transcript has been generated. I will now send that data to your server."

So this workflow is:

GHL -> our webhook

Best use case#

Use this when the transcript already exists inside GHL and you want custom handling outside GHL.

Workflow 2: Vapi External Call Logging Workflow#

What it does#

This workflow lets an external system send call details into GoHighLevel.

In the tested setup:

• trigger: Inbound Webhook
• action 1: Create Contact
• action 2: Log External Call

What this workflow is for#

This workflow is useful when:

• Vapi handles the call
• we want GHL to reflect that call natively
• we want a call activity in the contact record
• we want to avoid a more complex Marketplace / Conversation Provider setup

In simple terms#

Vapi (or our script) says:

"Here is a call that happened. Please create or update the contact, then log the call in GHL."

So this workflow is:

Vapi / script -> GHL webhook

What we tested successfully#

We sent this style of payload:

{
  "phone": "+447000000001",
  "firstName": "John",
  "lastName": "Test",
  "direction": "outbound",
  "status": "completed",
  "duration": 125,
  "recordingUrl": "https://example.com/test-recording.mp3"
}

And GHL successfully:

• created the contact
• logged the call
• showed the call activity on the contact

Best use case#

Use this when Vapi is the voice runtime and GHL should reflect the call outcome inside the CRM.

Recommended Architecture Going Forward#

Best default approach for Vapi outbound / external calls#

For real Vapi call logging into GHL, the cleanest current direction is:

1. Vapi finishes the call
2. Vapi or our bridge sends a webhook to GHL
3. GHL workflow creates / updates the contact
4. GHL logs the external call natively

This gives us:

• simpler architecture
• less Marketplace complexity
• reduced developer billing risk
• cleaner CRM visibility

What to keep as fallback#

We should still keep the Python bridge available as fallback:

tools/vapi_to_ghl_bridge.py

Why:

• the new workflow path is now validated for basic call logging
• but the bridge is still useful for:
• richer transcript storage
• custom notes
• custom business logic
• backup if GHL workflow behavior changes

So the bridge should not be deleted yet.

Next Step: Structured Clinic Context For Bhavisha#

The bigger goal is not just call logging.

The real system goal is:

• store structured observations about each clinic inside GoHighLevel
• pass those fields into the Vapi agent
• make each Bhavisha call feel like a short spoken diagnostic audit
• test whether better context increases conversion rates for cold outreach

This is now the recommended next build step.

Design rules#

These are the rules we want to keep:

• max 8 fields
• each field has exactly one job
• each field must be speakable in under 10 words
• if a field is empty, Bhavisha ignores it completely
• every field must be fillable by a human researcher or an AI scraper in under 5 minutes per clinic

These rules are important because they force the context to stay usable in real calls.

Proposed field schema#

This section is now historical.

Use it only to understand the older Vapi-first model.

As of 2026-04-04, the recommended canonical schema for JCT Advisory outbound prep is the newer GHL contact schema documented in:
- vapi-outbound-routing-system.md
- jct-ghl-vapi-alignment-audit-2026-04-04.md

Deprecated as source-of-truth fields:
- vapi_observation
- vapi_leak
- vapi_angle

The current recommended schema is:

Important note:

• if clinic_type already exists in GHL, treat it as an existing reusable field, not a brand-new one
• if firstName or contact name already covers the decision-maker use case well enough, decision_maker can be reconsidered later

Live field lock for the current JCT Advisory build:
- decision_maker
- booking_system
- primary_issue
- meta_ads
- google_ads
- team_structure
- worth_mentioning

Do not rename these without updating:
- the GHL enrichment and push scripts
- the Vapi personalization mappers
- the Bhavisha prompt docs

How Bhavisha should use the fields#

The purpose is not to dump all the data into the script.

The purpose is to make the call feel informed, precise, and calm.

Current recommended usage logic:

• If {{decisionMaker}} is present, Bhavisha can ask for the person by name.
• If {{bookingSystem}} is present, Bhavisha can anchor the observation in that system or flow.
• If {{primaryIssue}} is present, Bhavisha should frame the conversation around that one issue rather than stacking multiple claims.
• If {{metaAds}} or {{googleAds}} are present and relevant, Bhavisha may use them as supporting context, not as the main opener.
• If {{notes}} is present, Bhavisha should use it sparingly and only if it helps credibility.
• If a field is empty, Bhavisha should ignore it completely.
• Bhavisha should never say she "researched" the clinic. The specificity should do the work.

Prompt behavior rules#

These are the operating rules the prompt should follow:

• use at most one strong detail early
• do not stack observation and proofPoint in the opening
• if observation exists, prefer it as the first specific detail
• if the call is going well, keep the detail light and diagnostic
• if the person pushes back, proofPoint can be used once as grounding
• if toneHint says busy owner-operated, be shorter and softer
• if toneHint says premium, slow-burn, avoid sounding transactional
• if angle exists, keep the conversation focused around that single problem frame

How the fields get populated#

There are two valid paths.

Path A: Manual now

Camille or another researcher fills 3-4 fields per clinic before calling:

• vapi_observation
• vapi_leak
• vapi_angle
• vapi_tone_hint

This should take about 3 minutes per clinic.

This is the right immediate operational path.

Path B: Automated later

A clinic intelligence scraper fills the full schema from:

• website
• Google Business Profile / reviews
• social links
• booking path

That would reduce the manual prep work later.

What we should build next#

The immediate next implementation should be:

1. create the custom fields in GHL
2. update vapi_place_personalized_call.py to pull those fields from GHL
3. map them into Bhavisha's Vapi variable values
4. update the prompt so it uses the variables conditionally and lightly
5. test on a small batch of clinics

What success looks like#

A good version of this system should produce calls that:

• sound specific without sounding creepy
• feel like a short spoken audit, not a generic sales pitch
• stay consistent across many clinics
• can be improved by refining field quality rather than rewriting the whole agent

Practical implementation order#

Recommended build order:

1. Keep call logging working first
2. Add the field schema in GHL
3. Add field extraction to vapi_place_personalized_call.py
4. Update Bhavisha prompt rules
5. Run 10-20 test calls with structured clinic context
6. Compare results against generic calling

This is the right way to test the real hypothesis:

does precise diagnostic context, delivered consistently at scale, improve cold-call conversion with clinics?

Practical Best Practices#

1. Keep the webhook payload simple#

Start with the smallest useful payload:

• phone
• firstName
• lastName
• direction
• status
• duration
• recordingUrl

Do not overcomplicate the first version.

2. Test with fake data first#

Before using real Vapi traffic:

• send a simple webhook manually
• confirm contact creation
• confirm call logging
• confirm the activity looks correct in GHL

This saves a lot of time.

3. Publish before testing#

Draft workflows may look configured but still not behave as expected.

Always:

• save
• publish
• then test

4. Check Execution Logs before checking the contact#

The fastest debugging order is:

1. Did the webhook trigger?
2. Did Create Contact execute?
3. Did Log External Call execute?
4. Then inspect the contact record

5. Do not assume a field is mapped correctly just because it “looks filled”#

In GoHighLevel, a field can look populated but still point to the wrong data source.

Always ask:

• is this a value from the webhook payload?
• or is it a value from the contact object?

That distinction matters a lot.

6. Use the real outbound number in From#

If the goal is to reflect the real call source, use the real Vapi outbound number in From.

Important architecture warning:

• +44 1355 209592 is currently the demo voice number for Riley
• do not blindly reuse older documentation references for Bhavisha call logging
• confirm the live prospecting number before treating any From value as authoritative

For Bhavisha / JCT Advisory, the older documented number was:

+441355209592

7. Use lower-case call values#

Safer defaults:

• direction: inbound / outbound
• status: completed, answered, etc.

Avoid guessing capitalization.

8. Treat workflow UI setup as part of the real system#

Even if the API is limited, the workflow UI can still be a robust production tool.

Do not over-prioritize API purity if the UI gives a simpler and more reliable path.

When To Use Which Workflow#

Use the Transcript Workflow when:#

• GHL already has the transcript event
• you want to send transcript data out to your own server
• you want custom processing outside GHL

Use the External Call Logging Workflow when:#

• Vapi is handling the call
• you want the call reflected directly in GHL
• you want native CRM call visibility
• you want to avoid Marketplace / Conversation Provider complexity

Current Recommended Decision#

For Vapi + GoHighLevel call logging, the current best practical recommendation is:

• use GHL Inbound Webhook + Create Contact + Log External Call for native CRM call logging
• keep the Python bridge as a fallback / enrichment layer
• do not assume Marketplace / Conversation Provider is necessary unless a later requirement forces it

Demo Inbound Assistant Best Practices (Aurea Demo Clinic)#

This section is specifically for the demo clinic inbound experience, not the outbound Bhavisha system.

Live role#

• assistant name: Riley
• assistant ID: cca2a23d-abcf-45ed-9aca-f54902ae3aaf
• number: +44 1355 209592
• purpose: after-hours clinic reception demo

Design rules#

• keep this assistant separate from all outbound prospecting roles
• it should sound like a premium clinic front desk, not a sales bot
• it should handle inbound enquiries, basic screening, booking next steps, and message-taking
• it should not give medical advice
• it should not directly manage existing appointments beyond taking a callback message

Prompt rules that proved useful#

• separate the Vapi firstMessage from the main system prompt
• structure the prompt into sections: identity, scope, flow, routing, hard rules
• ask one question at a time
• keep replies short enough to sound spoken rather than read
• write for natural British phone speech, not for chatbot-style completeness
• avoid rigid exact-line scripting unless legally necessary

Pronunciation and speech handling#

For demo assistants, pronunciation should be handled in layers:

1. prompt clarity
2. Vapi voice-layer replacements / formatting
3. transcriber keyterms for brand and treatment names

Current examples worth preserving:

• Aurea pronunciation support
• Profhilo pronunciation support
• polynucleotides pronunciation support
• Deepgram keyterms for clinic-specific and treatment-specific phrases

Voice configuration#

The exact ElevenLabs voice ID for Bhavisha 2 is:

BIS6xSao7QaZrZ0MgsWG

If this voice is reused on demo agents like Riley, document it explicitly in the assistant notes and architecture docs so the live setup stays traceable.

Stress-test scenarios the demo assistant must handle cleanly#

• new treatment enquiry
• existing appointment / reschedule request
• price question
• urgent concern / reaction concern
• request to speak to the practitioner directly
• caller says they never received the booking link
• silent caller
• wrong number / out-of-scope caller

Next Build Concept: AI Reveal System (2026-03-31)#

The idea#

Two call cases that turn the AI nature of the system into the product demo itself.

Case 1 — Outbound cold call

Bhavisha opens with one sharp, personalised observation about the clinic before any pitch. The observation is pulled from GHL fields (vapi_observation, vapi_leak). Once the person engages, Bhavisha reveals she is an AI. The reveal is not a confession — it is proof of concept delivered live. The call becomes a demo, not a sales conversation.

Suggested opening:

"Hi, is that [NAME]? I noticed your booking link goes to a contact form rather than a calendar — I'd guess that loses you a few enquiries a week. I'm actually an AI calling on behalf of Aurea Growth — which is the point. Worth a quick chat to see if something like this makes sense for your clinic?"

Case 2 — Missed call callback (inbound)

When a clinic owner calls back the outbound number after a missed call, the AI answers:

"Hi, is that [NAME]? Thanks for calling back. I'm essentially calling to solve the exact problem you're facing right now — catching up with leads you missed while you were busy."

The irony does the selling. They just lived the problem in the last 60 seconds.

Why Case 2 is particularly strong#

The clinic owner calls back an unknown number, an AI picks up, and the opening line names the exact problem they just experienced. The product sells itself before any pitch is made. There is no equivalent moment in standard cold outreach.

Design rules for the reveal#

• The reveal must happen after the observation lands and the person engages, not on a timer and not immediately.
• Trigger: they respond positively or ask a follow-up question — then Bhavisha says it.
• Too early: they hang up. Too late: it feels like a trick.
• The reveal line should be short and confident, not apologetic.

What needs to be built#

What already exists#

• GHL custom fields (vapi_observation, vapi_leak, vapi_angle, vapi_tone_hint) are designed for exactly this — feeding the personalised opening
• vapi_place_personalized_call.py and the batch caller already inject these into Vapi variable values
• The GHL call logging workflow already handles outcomes

The reveal logic and Case 2 agent are the only new pieces needed.

Build Status: AI Reveal System (updated 2026-04-04)#

What has been written#

What still needs to be built#

Step 1 — Create GHL custom fields
- Create these custom contact fields in GHL (Settings → Custom Fields):
- vapi_observation
- vapi_leak
- vapi_angle
- vapi_tone_hint
- These are what gets filled per clinic before calling

Step 2 — Update vapi_place_personalized_call.py to pull custom fields
- Currently only pulls core contact fields (firstName, companyName, tags)
- Needs to also read the 4 custom fields from GHL and pass them into Vapi variable values

Step 3 — Maintain live Vapi assistants
- Case 1 prompt is already live in Vapi
- Case 2 assistant is already created and live in Vapi
- keep assistant IDs documented when changing prompts or settings
- keep the shared voice ID documented: BIS6xSao7QaZrZ0MgsWG

Step 4 — GHL workflow for inbound callbacks / forwarding
- Create a GHL workflow: Inbound Call → (if contact tagged outbound-call-completed) → route to Case 2 Vapi assistant
- GHL needs to forward the inbound call to the Case 2 Vapi number
- Alternatively: configure the Vapi phone number directly as the inbound handler
- Current status: still blocked / unresolved with GoHighLevel as of 2026-04-04

Step 5 — Test the full loop
- Push 5 cold prospects via push_cold_prospects_to_ghl.py
- Fill vapi_observation and vapi_leak on each manually
- Run batch caller via the UI
- Confirm GHL logs the outcomes and applies tags
- Call back the outbound number from a test phone
- Confirm Case 2 agent answers with the callback opening
- Confirm both assistants can check live availability and create a real appointment on calendar K5k7NPpz9lKadHgt7V5x

Full loop (when all steps are complete)#

push_cold_prospects_to_ghl.py
    → 30 ICP-matched clinics pushed to GHL with tags + angle notes
    ↓
Enrich each contact in GHL (vapi_observation, vapi_leak, vapi_angle, vapi_tone_hint)
    ↓
Aurea Caller UI → Start Calling
    → Bhavisha calls each clinic (Case 1 prompt)
    → Opens with sharp observation, reveals AI after engagement
    → GHL logs outcome, applies tags (voicemail / no-answer / completed / callback-requested)
    ↓
Clinic owner calls back the outbound number
    → Case 2 agent picks up
    → "I'm solving the exact problem you're experiencing right now"
    → Books discovery call

Live state now#

• Bhavisha Case 1 assistant is live
• Bhavisha Case 2 assistant is live
• both assistants now use the Bhavisha 2 ElevenLabs voice
• both assistants were updated on 2026-04-04 with improved settings and prompt behavior
• both assistants now have GoHighLevel tools attached in Vapi for contact lookup / creation, calendar availability, and calendar event creation
• both assistants are now instructed to book directly into Aurea Growth | Intro Call (K5k7NPpz9lKadHgt7V5x) when the prospect agrees to a meeting
• the forwarding problem in GoHighLevel is still unresolved and remains under discussion with GHL

Known Open Questions#

These are still worth verifying later:

• whether all real Vapi call outcomes map cleanly into GHL status values
• how best to handle inbound vs outbound in production payloads
• whether recording URLs always display the way we want in GHL
• whether transcript content should still be stored separately as notes or pushed elsewhere
• whether long-term production load introduces any workflow edge cases

Short Version#

If someone asks, “What did we learn?” the short answer is:

We proved that Vapi call data can be pushed into GoHighLevel using a simple inbound webhook workflow. GHL can create the contact and log the call natively, which means we likely do not need the Marketplace / Conversation Provider route for this use case. The old transcript push and Python bridge still matter, but the simpler native workflow is now the preferred first option for call logging.

Related Notes#

Autogenerated navigation links to improve Obsidian connectivity.

• [[docs/vapi-outbound-routing-system|Aurea AI Outbound Routing System]]
• [[docs/jct-ghl-vapi-alignment-audit-2026-04-04|JCT Advisory GHL ↔ Vapi Alignment Audit]]
• [[docs/ghl-post-call-renderer-workflow-blueprint|GHL Post-Call Renderer Workflow Blueprint]]
• [[docs/aurea-post-call-renderer-design|Aurea Post-Call Renderer Design]]
• [[docs/aurea-gtm|Aurea Growth — Go-to-Market Strategy]]
• [[aurea-growth-encyclopedia/wiki/index|Aurea Growth Encyclopedia]]

You are in AI Websites mode. Read docs/Doc Business/ai-website-agency-sales-playbook.md and workflows/us-trades-website-pivot-workflow.md before planning, selling, or building anything. Live state (June 2026): active market is US trades (roofers, plumbers, HVAC, landscapers, electricians, builders). Caller: Aubrey (GHL + Jibble). Demo format: phone-first — John calls the prospect; they open the Cloudflare-hosted mockup on their phone. No Google Meet by default. Offer: $750 setup + $297/month. Do not build a full custom site before payment; use fast source-mapped mockups only. Never invent proof, licenses, reviews, or credentials. Keep trades and clinics as separate sales motions.

US Trades Website Pivot: Master Workflow

Status: Active
Last updated: 2026-06-22
Owner: John Tossou
Ops lead: Camille Arcillas
Callers: Aubrey (active), Blessy (pending confirmation)

This is the single source of truth for the US trades cold calling and website mockup workflow. All previous versions in emails and threads are superseded by this document. Update this file whenever a process change is agreed.

1. Objective#

Call US trades business owners (plumbers, roofers, landscapers, electricians, builders, HVAC), show them a personalised website mockup built from their real reviews and services, and close a recurring website + local enquiry system deal by phone.

Core offer: $750 setup + $297/month (website, hosting, maintenance, local SEO basics, enquiry capture, missed-call follow-up).

2. Team and Roles#

Role change 2026-06-23: Aubrey stepped back from closing callbacks (WhatsApp, 15:36). Reason: not yet confident enough to handle detailed questions about how the mockups are built. She asked for Camille to take the closing calls while she focuses on volume and cold calling. John approved. Camille is now the primary closer. Aubrey and Camille discussed scheduling around EST timezone coverage.

Caller accountability (Camille): Review dispositions daily. Track hours via Jibble. Send a daily report to John every evening plus a full weekly summary before the Friday payment call.

Aubrey daily report format (Camille sends every evening):

Aubrey daily report

Hours worked:
Calls made:
Connects:
Emails confirmed:
Mockups requested:
Phone calls booked:
No-shows / reschedules:
Issues:

3. Tech Stack#

SMS / A2P note: SMS delivery to prospects is not active yet. A2P certification is in progress in parallel. For now, all teaser and confirmation messages go by email only.

Cloudflare deploy: tools/deploy_mockup.py deploys a finished dist/ folder to Cloudflare Pages (aurea-mockups project) and returns a live URL. Camille uses this URL in the teaser email and GHL. See docs/Camille/deploy-mockup-sop.md for the full guide.

4. Lead Discovery (Weekly — John or Camille)#

Source: tools/discover_us_trades_leads.py + tools/push_us_trades_prospects_to_ghl.py

Target volume: ~1,000 contacts per week (enough for a full day of calling per caller).

Each contact pushed to GHL gets:
- Tags: us-trades, website-pivot, state tag (e.g. fl), website status tag, caller tag
- Pre-populated fields: business name, phone, current website URL, review count, suggested_script_line

Website status tags:
- no-website — no web presence found
- weak-website — basic template, poor conversion, low trust signals
- existing-website — decent site, angle shifts to improvement and missed-call capture

Filtering criteria (minimum bar): 15+ Google reviews, 4.5+ rating, verified phone number. Lower volume is fine if quality is higher.

5. The Caller Script#

Aubrey reads the pre-written line from the suggested_script_line field in GHL. She does not rewrite or interpret it.

Script by website status:

No website:

"You've got [X] Google reviews but I couldn't find a proper website. I put together an example using your real reviews and services. Takes 10 minutes to show you — worth a look?"

Weak website:

"You've got [X] Google reviews but your site looks like a basic template. I put together a cleaner example using your real reviews and services. Takes 10 minutes to show you — worth a look?"

Existing website:

"You've got [X] Google reviews and a website already. I put together a stronger version using your real reviews and services, focused on turning more Google searches into calls. Takes 10 minutes to show you — worth a look?"

When they say yes — booking line (use exactly):

"We'll send it to your email now. I'll call you back after you've had a look. What's a good time today?"

Get the email on the call. Read it back to confirm. Set a GHL callback task at the agreed time. Aubrey calls them back herself.

No Google Meet. No John calendar. Aubrey owns the callback.

When they say "just send me an email":
1. Aubrey asks for their email on the call and reads it back to confirm
2. After the call, goes into GHL, adds the email, applies the mockup-requested tag, leaves a one-line note
3. The mockup-requested GHL workflow fires and alerts Camille to build the mockup and send it directly

6. GHL Dispositions#

After every call, Aubrey selects exactly one disposition. The corresponding workflow runs automatically.

7. GHL Workflows#

WF1 — Demo Booked (triggers on appointment_booked tag)

1. Add demo-booked tag
2. Move opportunity to Booked Stage
3. Create internal task: "Website Mockup + Teaser Email — [Business Name]" — assigned to Camille, due same day
4. Send internal alert email to john@aureagrowth.co AND camille@aureagrowth.co with all of:
5. Prospect first name and full name
6. Business name and city/state
7. Current website URL
8. Mobile number called
9. Call type (phone — default from here)
10. Scheduled date, time, and timezone
11. Website status tag
12. Review count and business category
13. Suggested angle line from suggested_script_line
14. Fire calendar invite to prospect immediately (before confirmation email)
15. Once Camille completes the mockup: send combined confirmation + teaser email to prospect

WF1A — No Show (triggers when prospect misses booked demo)

Sends a follow-up email with calendar link to reschedule easily.

WF2 — No Answer

Sends short email introducing the website example with a CTA to book directly.

WF3 — Send Info / Mockup Requested

Internal alert to john@ and camille@ with business name, website, email, and Aubrey's note. Creates GHL task assigned to Camille: "Build mockup: [Business Name]" due same day.

Once Camille sends the mockup link, the same existing alert/context should also be sent to Aubrey before her callback. John stays copied for visibility.

WF3A — Missed Camille Callback / No Response

This is separate from WF1A. WF1A is for formal booked demos. WF3A is only for Camille's mockup callbacks.

If prospect misses the agreed callback:
1. Attempt 1: Camille calls from GHL at the agreed time.
2. Attempt 2: if no answer, Camille tries again 45-60 minutes later the same day.
3. Attempt 3: if still no answer, Camille makes one final attempt on the next calling day.
4. If still no answer after attempt 3, Camille applies callback_no_response.

When callback_no_response is applied, GHL sends one short email:

Hi [First Name],

We tried calling you a couple of times to walk through the website we built for [Business Name].

Happy to find a better time — just reply here or call us back at [Number].

Thanks,
Aurea Growth

After that, move/archive the contact out of the active callback queue.

WF4 — Incorrect Number

Closes contact, keeps pipeline clean.

WF5 — Not Interested

Polite closing email, removes from active follow-up.

Important: GHL workflows are trigger-based and do not retroactively fire for contacts that existed before the workflow was updated. Any appointment booked before a workflow change will not receive new alert fields. Always test with a fresh test contact when adding fields.

8. Camille: Demo Prep Checklist#

When the WF1 alert arrives, complete before the demo time:

1. Check current website: weak, decent, or none?
2. Check Google Business Profile: review count, category, photos available
3. Check for existing automation: chat widget, booking tool, contact forms, GHL signs
4. Choose the best angle:
5. Weak/no site: "cleaner, mobile-first, turns searches into calls"
6. Existing decent site: "stronger version with missed-call capture, review proof, direct enquiry"
7. Has GHL already: pivot to SEO/local visibility angle, do not sell automation they already have
8. Pick the best matching template from the Drive folder
9. Build mockup HTML using Claude Code and the skill prompts in the Drive folder
10. Deploy to Cloudflare using the deploy script. From the workspace root:
    python3 tools/deploy_mockup.py "client-demos/business-city/dist" --business "Name" --city "City"
    The script validates the mockup, deploys to aurea-mockups on Cloudflare Pages, and outputs a live URL + teaser-email.txt. Full guide: docs/Camille/deploy-mockup-sop.md.
11. Send teaser email to prospect using the generated teaser-email.txt — fill in [First Name] and [TIME], send from john@aureagrowth.co — email only (no SMS until A2P approved)
12. Log the send in GHL with tag teaser_sent

Mockup templates and skill prompts: https://drive.google.com/drive/folders/1584caDtAZsY9pjeqnhyHhvo5-EisTGzW

9. Teaser Email Template#

Subject: Your website example — [Business Name]

Body:

Hi [First Name],

Camille will call you at [time]. Here's the example we put together for [Business Name]: [link]

Open it on your phone before the call if you can. She'll walk you through it in 10 minutes.

Talk soon,
Aurea Growth

Send from john@aureagrowth.co or camille@aureagrowth.co. Signed as Aurea Growth.

[link] = Cloudflare live URL once the deploy script is ready. Until then = Drive share link with full folder (HTML + assets). Never share HTML-only.

10. John: Pre-Call Prep#

When the WF1 alert arrives:
1. Read the alert fully: name, business, website, angle, call type, time
2. Open the mockup to know what you're showing
3. Have the live link ready to resend if needed
4. Note any existing automation — adjust angle accordingly

11. Camille: Demo Callback Script#

Camille owns the full demo call as of 2026-06-23. Use the Aubrey Demo Call tab at call-script.johntossou.workers.dev (same script applies). John has scheduled a script review with Camille before she takes live calls.

Call opens:

"Hi [NAME], it's Camille from Aurea Growth — Aubrey mentioned she spoke with you earlier about your website. Did you get the email with the example? Open it on your phone and I'll walk you through it quickly."

Demo flow:
1. Restate their pain using exact words from GHL cold call notes.
2. Verbal site comparison: reviews buried on their current site vs. front and centre on the mock.
3. Walk through the mockup: hero, star rating + review count, services with Get a Quote, Text Us a Photo, missed-call follow-up.
4. Money math: "Even one extra job a month at [$X] covers the monthly cost twice over."
5. Offer: $3,500 anchor first, then $750 + $297/month as the logical choice.
6. Close: "Does this make sense for the business?" If yes: "I'll get our team to send you the payment link right now. What email should we use?"

After verbal yes:
- Apply verbal_yes tag in GHL
- Add note: "Agreed to $750 setup + $297/month. Email confirmed: [email]."
- WhatsApp Camille: "Verbal yes — [NAME] [BUSINESS] [EMAIL] — send Stripe now."
Both steps required. WhatsApp for speed, GHL for attribution.

Escalation:
If prospect asks detailed build/SEO/automation questions Aubrey cannot answer:

"Let me get John on a quick call to answer that properly — he handles the technical side."
Alert John by WhatsApp with name, business, and the specific question.

12. Post-Call (Camille)#

Metric definitions:
- Demo Completed — Aubrey ran a real 3-5+ min demo callback and logged outcome in GHL
- Verbal Yes — prospect agreed verbally to $750 + $297/month
- Stripe Sent — Camille sent payment link
- Closed / Won — Stripe payment received and confirmed

13. GHL Outbound Calling#

John calls prospects from GHL using the US number. The default outbound number must be the US (+1) number, not the UK number.

Status as of 2026-06-18: Number selector identified and changed during the June 18 call. John confirmed it now shows the correct number. Camille to verify by running a test call and confirming caller ID. 3-line SOP to follow once confirmed.

Callback protocol: Aubrey books her own callback in GHL as a task at the specific time agreed on the cold call. No calendar link. No Google Meet. She calls the prospect back from GHL at that time using the US number.

14. Weekly Rhythm#

15. Caller Compensation#

Trial period: Hourly only at $5/hour via Jibble. No bonus during trial. Performance measured on: hours worked, call volume, dispositions set, notes quality, emails captured, demos booked, demos completed.

Weekly bonus (starting week of 2026-06-23) — based on Demo Completed, not booked:

Signed client bonus: $75 per Closed / Won where the first Stripe payment is received and the demo originated from Aubrey's callback. Does not count on verbal yes, pending invoice, or unpaid Stripe link. This is increased because Aubrey now owns both the callback and verbal close.

Definition of Demo Completed (5-point score, minimum 4/5):

1. Right fit — US local trades business: plumber, roofer, landscaper, electrician, HVAC, builder.
2. Decision-maker or real influence — owner, manager, or someone who can discuss the site.
3. Clear interest — prospect genuinely engaged with the mockup. Not a vague "just send me info."
4. Real conversation — Aubrey reaches the prospect at the agreed callback time and has a real 3-5+ minute demo conversation. If the prospect answers but is busy and reschedules, it stays pending.
5. GHL clean — disposition set, notes written, phone and email confirmed, time logged, outcome recorded.

Booked vs Completed: Bonus applies on Completed only. Aubrey logs the outcome. Camille audits dispositions and notes daily and tracks the weekly total for payment. John does not need to confirm individual demos.

16. Pending Items (as of 2026-06-19)#

17. Source Documents#

18. Changelog#

AI Website Agency Sales Playbook

Reference playbook for building, selling, and scaling AI-assisted websites for local businesses.

Created: 2026-06-04

Primary sources:
- docs/Doc Business/website-pivot-ai-websites-transcript-and-plan.txt
- docs/Doc Business/500k - web AI.txt
- French transcript provided by John: "EUR400,000 per month with his incredible agency (copying his strategy)"
- docs/Doc Business/ai-one-person-business-playbook.md
- docs/Doc Business/jordan-unfair-ai-cold-outreach-reference.md
- docs/Doc Business/clinic-omnichannel-ai-stack-playbook.md

Important: this document is not a promise that the model will hit the same numbers as the agencies in the videos. It is a practical operating reference for Aurea Growth to test the model with lower complexity, faster delivery, and better cash discipline.

Locked strategy update:

This is not a pivot into a generic web agency. Aurea is testing a local enquiry system for high-ticket local businesses. The website is the wedge. The recurring value is visibility, trust, enquiry capture, reviews, follow-up, and maintenance. AI is used internally first and sold as an upsell only after trust is built.

Locked operating nuance:

• Keep trades and clinics as separate sales motions. Trades are owner-led, phone-first, and usually do not have gatekeepers. Clinics are more likely to have receptionists, office managers, booking platforms, and compliance concerns.
• Do not use a single Google review threshold across niches. For UK plumbers, roofers, and driveway installers, 15-30 reviews with a 4.5+ rating can be a strong demand signal. For premium clinics, dentists, and private healthcare, 50-100+ reviews is the stronger bar.
• The mockup rule is not "finish it in 8 minutes." The rule is: no full custom build before payment. A useful personalised mockup screenshot can take 20-30 minutes if the prospect is worth it.
• Camille owns daily caller accountability: disposition review, KPI tracking, script QA, and escalation to John when the caller drifts or underperforms.
• On demo calls, assume forward motion once value is clear. Do not ask a soft permission close that invites hesitation.

Live operating state (as of June 2026):

• Active market: US trades — Florida roofers first, expanding to plumbers, electricians, landscapers, HVAC, builders
• Caller: Aubrey (active). Blessy declined (June 16, never made a call).
• Demo format: phone-first, not Google Meet. John calls the prospect at the booked time. The prospect opens the Cloudflare-hosted mockup link on their phone during the call.
• Demo flow: Aubrey dials from GHL → books via calendar link → Camille builds mockup and deploys to Cloudflare Pages → Camille sends teaser email with live link → John calls at booked time → closes.
• Offer: $750 setup + $297/month (website, hosting, maintenance, local SEO basics, enquiry capture, missed-call follow-up).
• GHL: 5 disposition-based workflows (WF1 Demo Booked, WF1A No Show, WF2 No Answer, WF3 Mockup Requested, WF4 Incorrect Number, WF5 Not Interested).
• Caller pay: $5/hour trial via Jibble. Weekly bonus from week of June 23 based on Qualified Phone Demos Completed (0–4=$0, 5–9=$5, 10–14=$10, 15+=$20). $30 per signed client on first Stripe payment.
• Source of truth for all ops: workflows/us-trades-website-pivot-workflow.md

Locked demo-generation plan:

• Reference plan name: Business Website Demo Generator (MVP — US Contractors / Home Services).
• Purpose: generate asset-driven, mobile-first homepage mockups for US contractors/home services businesses using real business assets, Google review proof, services, location, phone, and trade-specific conversion structure.
• V1 scope: warm demo machine only: single-page homepage, desktop/mobile screenshots, loom-opener.txt, what-changed.txt, audit.json, and qa-report.md.
• V2 scope: production site generator only after signed agreement and payment; use V1 learnings to generate full service pages, schema, hosting/deploy steps, and GHL integration.
• First test batch: Florida roofers from aurea-lead-generator/us_trades_leads.csv, while keeping the architecture sector-adaptive for plumbers, electricians, HVAC, landscapers, remodelers, concrete/paving, pressure washing, and generic contractors.
• Planned tools: tools/collect_business_assets.py, tools/generate_business_demo.py, tools/generate_business_site.py, and sector adapters under tools/business_types/*.yml.
• Quality rule: Dr Winter remains a polish/credibility reference, not the trades template. Contractor demos must be direct, mobile-first, and built around calls, text, quote requests, estimates, inspections, urgency, local proof, and project photos.
• Premium contractor rule: the quality gate is not "passes QA." The quality gate is "would I be proud to screen share this with the owner on Zoom?" Tampa Bay Pavers proved that bespoke hand-polish beats generator output at this stage.
• Contractor reference templates live at /Users/johntossou/Desktop/CONTRACTORS WEBSITES/DEMO-TEMPLATE-V1 and /Users/johntossou/Desktop/CONTRACTORS WEBSITES/DEMO-TEMPLATE-V2. Use them as the premium pattern library for future contractor mocks.
• Proof rule: never invent reviews, licenses, insurance, years in business, awards, credentials, or before/after results. Render only source-mapped proof; otherwise use logged placeholders or safer neutral language.

1. Core Thesis#

The opportunity is not "selling websites."

The stronger opportunity is:

Build a repeatable local visibility system for small businesses: a clean website, local SEO foundations, review trust, enquiry capture, maintenance, and later automation.

The website is the visible object. The business value is:

• more trust
• better Google visibility
• better conversion from visitors to enquiries
• fewer missed enquiries
• a cleaner professional presence
• a recurring support layer the owner does not want to manage

AI matters because it changes the delivery economics:

• research is faster
• first drafts are faster
• mockups can be generated before the call
• service pages can be templated and adapted
• local SEO pages can be produced systematically
• CRM/review/automation setup can be repeated
• one small team can deliver what used to require several specialists

The play is to combine:

• the English video's low-friction, recurring, high-volume model
• the French video's premium trust, proof, content, and inbound model
• Aurea's existing GHL, landing page, clinic, and automation experience

2. The Two Video Models#

2.1 English Video Model: Low-Ticket Website + Monthly Retainer#

The English video describes an agency that initially sold simple websites to contractors at low monthly prices.

Key mechanics:

• target Google Maps businesses
• call or SMS at high volume
• use a simple hook: "I made a website example for you. Want to see it?"
• sell a low-friction base package around $147-$297/month
• keep the first product simple
• add Google Business Profile optimization, reviews, missed-call text-back, lead follow-up, SEO, LSA, and automation later
• make the offer cheap enough that the owner can try it without a massive buying committee
• build recurring revenue first, then upsell existing clients

Strategic lessons:

• do not overbuild before getting clients
• cold calling builds the sales skill faster than passive channels
• monthly recurring revenue creates pressure relief once it compounds
• filtering improves later: reviews, verified Google profile, phone number, and real demand matter
• low-ticket entry creates trust, then upsells become easier because the card and relationship already exist

Best use for Aurea:

• cash-speed model
• caller training model
• Google Maps prospecting model
• no-show reduction through a tangible mockup
• recurring retainer logic

2.2 French Video Model: Premium Website + Authority + Inbound#

The French video analyzes Max Share / Share Agency, a web agency reportedly generating around EUR400,000/month by selling website creation and adjacent services.

Key mechanics:

• core service: showcase websites, usually around EUR4,000-EUR8,000
• target ordinary SMEs around EUR500k-EUR5m turnover
• add maintenance as the first recurring service
• add SEO and Google Ads as traffic-generation services
• use Instagram short-form content as the main acquisition engine
• recycle the same short-form content to YouTube and LinkedIn
• create videos where the agency critiques, repairs, or redesigns real websites
• boost best-performing Instagram content with ads
• use comments and website URLs from the content as prospecting inventory
• use a lead magnet: checklist to diagnose whether a website is good or bad
• use case studies, reviews, process explanation, and proof heavily on the agency website

Strategic lessons:

• one-shot website fees create immediate cash
• maintenance/SEO/ads create recurring revenue
• visible expertise is a lead-generation asset
• showing before/after website improvements lets prospects visualize their own result
• a website agency's own site must demonstrate authority and proof
• content + ads can create warmer leads than pure cold outreach
• a lead magnet can educate prospects before the call

Best use for Aurea:

• authority model
• offer architecture model
• proof and case study model
• content/inbound strategy
• premium pricing direction after early validation

2.3 Combined Model for Aurea#

The two models are not contradictory. They are two ends of the same system.

Use the English model for speed:

• Google Maps scraping
• cold call/SMS
• quick mockup
• low-friction call
• low setup fee + monthly retainer

Use the French model for authority:

• before/after content
• audit/checklist lead magnet
• visible portfolio
• case studies
• proof-led own website
• premium package later

The combined offer should not start as pure EUR4,000-EUR8,000 websites. That is too slow for Aurea's current cash-constrained position.

Recommended starting structure:

• setup fee: GBP500-GBP1,500
• monthly retainer: GBP250-GBP500/month
• optional premium website build: GBP2,500-GBP5,000 once proof and demand are stronger
• automation upsell later: GBP300-GBP1,000/month depending on scope

3. Offer Architecture#

3.1 The Offer Frame#

Do not say:

We build websites.

Say:

We build and maintain a clean local website that makes you easier to find on Google, easier to trust, and easier to contact, without you dealing with designers, developers, SEO people, or tech.

Short version:

A better local website, maintained for you, built to turn Google searches into enquiries.

For trades:

We help local trades turn Google searches into quote requests with a clean website, review proof, service pages, and enquiry capture.

For clinics:

We help clinics turn treatment searches into trusted enquiries with a clean website, review proof, compliant treatment pages, and fast follow-up.

3.2 Core Package#

The first product should be simple enough to deliver repeatedly.

Core deliverables:

• one responsive local business website
• homepage
• service pages or treatment pages
• about/credentials section
• review/testimonial section
• Google review link or review funnel
• enquiry form
• click-to-call
• basic local SEO setup
• technical hosting/maintenance
• analytics/search console where practical
• monthly small edits included

Optional add-ons inside base package:

• GBP profile optimization
• missed-call text-back
• lead notification by SMS/email
• FAQ section
• structured data/schema
• simple monthly performance snapshot

3.3 Retainer#

The recurring offer is the real business.

Maintenance retainer can include:

• hosting
• uptime/basic checks
• backups
• plugin/theme updates if WordPress is used
• small content edits
• form checks
• review link/funnel maintenance
• monthly SEO hygiene
• GBP support

Local SEO retainer can include:

• one new service/location page per month
• page title/meta refresh
• internal links
• Google Business Profile posts
• review-generation reminders
• citation checks
• simple ranking/search visibility reporting

Automation retainer can include:

• missed-call text-back
• web form follow-up
• lead reminder sequence
• review request automation
• WhatsApp/SMS triage
• AI voice receptionist for suitable clients

3.4 Upsell Ladder#

The model should ladder naturally.

Entry:

• free or low-cost website audit
• quick mockup
• diagnostic checklist

Core sale:

• website setup + monthly maintenance

First upsell:

• local SEO
• GBP optimization
• review system

Second upsell:

• Google Ads / LSA / search campaign support

Third upsell:

• AI receptionist
• missed-call recovery
• AI chat/WhatsApp triage
• CRM pipeline automation

The order matters. Sell trust and visibility before selling automation. Owners buy automation more easily once they trust that the website and lead capture actually work.

4. Pricing Models#

4.1 Low-Ticket Recurring Model#

Inspired by the English video.

Example:

• GBP0-GBP500 setup
• GBP250-GBP350/month
• 12-month minimum optional, or monthly with setup fee

Pros:

• easier to sell
• less decision friction
• fast MRR compounding
• good for cold call volume

Cons:

• requires many clients
• lower cash upfront
• churn risk if value is not visible
• support load can creep

Use when:

• selling to smaller businesses
• early testing
• no strong authority yet
• caller needs simple pitch

4.2 Hybrid Setup + Retainer Model#

Recommended for Aurea's first serious test.

Example:

• GBP750 setup
• GBP297/month maintenance + local SEO basics

Alternative:

• GBP1,500 setup
• GBP350/month maintenance + monthly SEO page

Pros:

• cash upfront
• recurring value
• less dependency on huge client count
• easier to fund fulfillment

Cons:

• slightly harder close
• mockup/proof must be stronger
• owner must believe the site is worth maintaining

Use when:

• prospect has reviews and demand
• current website is weak or absent
• one customer/job has meaningful value

4.3 Premium One-Shot + Retainer Model#

Inspired by the French video.

Example:

• GBP3,000-GBP6,000 website build
• GBP300-GBP800/month maintenance/SEO

Pros:

• strong cash collection
• fewer clients needed
• higher perceived quality

Cons:

• needs authority and proof
• harder cold call close
• longer sales cycle
• higher delivery expectations

Use when:

• prospect has real budget
• company does GBP500k+ revenue
• case studies exist
• inbound/content created trust before call

4.4 Pricing Recommendation for Now#

Start with:

GBP750 setup + GBP297/month

Position:

• website build
• hosting/maintenance
• review section/funnel
• enquiry form
• basic local SEO setup
• monthly small edits

Then upsell:

• GBP500 one-time GBP optimization
• GBP500/month SEO
• GBP500/month Google Ads/LSA management
• GBP300-GBP1,000/month AI automation depending on complexity

Do not start with a free website unless the retainer term is clear. Free work without commitment creates cash pressure and weak buyers.

Locked cash protection rules:

• Stripe auto-debit from Day 1.
• No work begins until the first payment is live.
• Retainer billing starts on the agreed start date even if the client delays assets, photos, copy, logins, domain access, or Google Business Profile access.
• This must be stated in the agreement. Client delays cannot control Aurea cash flow.
• Avoid "soft starts." Soft starts turn into unpaid custom work.

Optional stronger package for better-fit buyers:

GBP1,500 setup + GBP397/month

Use this when:

• the buyer has stronger proof of demand
• the business is team-led, not a fragile solo operator
• one extra client/job covers the monthly retainer
• the demo and competitor audit reveal obvious missed revenue

4.5 Two-Offer Contrast Close#

Use a contrast close instead of only presenting one price.

Example:

Option 1: We can build the site as a one-off project for GBP3,500, then hand it over. You would manage hosting, edits, reviews, forms, and SEO separately.

Option 2: We build it for GBP750 setup, then maintain it for GBP297/month. That includes hosting, small edits, enquiry capture, review support, and local SEO basics. You also get a 3-month exit door if it is not working.

Why this works:

• the high one-off price anchors the value
• the retainer becomes the logical, lower-friction choice
• the 3-month exit door lowers perceived risk
• auto-debit protects the business from slow-pay clients

Do not use the 3-month exit door as an excuse to accept weak buyers. It is a risk-reversal device, not a replacement for qualification.

5. Niche Selection#

5.1 Do Not Target "Any SMB"#

"Any SMB without a website" is too broad.

Problems:

• scattered scripts
• scattered templates
• scattered proof
• scattered objections
• hard caller training
• weak learning loop

Start with one or two niches where the website has obvious economic value.

5.2 Best First Niche: Local Trades / Home Services#

Examples:

• roofers
• plumbers
• electricians
• driveway installers
• patio installers
• landscapers
• garden room builders
• bathroom fitters
• kitchen fitters
• decorators

Why this niche has natural demand:

• customers search on Google
• one job can be worth thousands
• reviews matter
• local visibility matters
• quote forms and phone calls are natural
• many businesses have weak websites
• before/after photos make redesign demos persuasive
• business owners understand missed enquiries

Best prospect signals:

• 10+ Google reviews
• rating 4.5+
• verified Google Business Profile
• phone number listed
• no website or poor website
• clear service area
• active recent reviews
• photos of jobs

Avoid:

• zero-review businesses
• unverified profiles
• passive/semi-retired operators
• businesses with no recent reviews
• very low-value services

5.3 Secondary Niche: Clinics / Aesthetics / Dental#

Why this can work:

• trust is central
• high-value treatments
• credentials and reviews matter
• treatment pages need clarity
• John has existing domain knowledge
• current clients already show website/SEO/maintenance demand

Evidence:

• Minura: website pain appeared naturally
• Kelsey: retainer evolved into website/SEO/reviews/newsletter/support
• Andrew Winter: strong no-website signal, but no-show risk

Risks:

• solo operators can be fragile
• no-shows
• compliance sensitivity
• cash constraints
• high-touch expectations

Use clinics only when:

• reviews show real demand
• owner is active and growth-minded
• website need is obvious
• call commitment is strong
• budget is not clearly distressed
• the business is not purely dependent on one overwhelmed solo operator
• marketplace/direct booking economics are visible

Clinic-specific ROI angle:

For clinics using Fresha, Treatwell, or similar marketplaces, calculate marketplace commission leakage.

Core pitch:

If you are paying 20-30% commission on bookings through [marketplace], a direct booking website can pay for itself by shifting even a small number of bookings back to your own funnel.

Use this when:

• the clinic already pays marketplace commissions
• the service ticket is high enough
• direct booking is realistic
• the website can include clear treatment pages, trust proof, and booking/enquiry capture

This angle can be stronger than generic "better SEO" because it turns the website into commission recovery, not design work.

5.4 Niche Decision Rule#

Choose a niche where this sentence is obviously true:

If this business got 2-3 more good enquiries per month, the website and retainer would pay for itself.

If that is not true, do not target the niche.

Locked niche rule:

Do not target "all SMBs." Target high-ticket local businesses with:

• proven demand
• review proof
• weak/missing website
• owner or decision maker reachable by phone
• operational capacity to handle more enquiries
• enough margin that one client/job pays for the system

Trades should be tested before property management / real estate. Property management and real estate can be saturated, slower-cycle, and less aligned with the cold-call mockup motion.

Do not reuse clinic assumptions inside trades.

Trades:

• owner-led or small-team businesses
• owner often answers the phone directly
• gatekeeper blockade is usually not the main issue
• review bar can be lower: 15-30 reviews with 4.5+ can already prove real demand in many UK towns
• sales hook should focus on quote requests, missed calls, local trust, and service-area visibility

Clinics:

• team-led or premium solo only
• gatekeepers and receptionists can block access
• review bar should be higher: 50-100+ preferred, with 4.5+ rating
• marketplace leakage can be a major ROI angle when using Fresha, Treatwell, or similar
• sales hook should focus on direct booking, trust, premium patient enquiry capture, and reducing platform commission

6. Lead Scoring#

Every prospect should be scored before being pushed to callers or GHL.

6.1 Website Opportunity Score#

Score 0-100.

Positive signals:

• no website listed
• website is broken, ugly, slow, or generic
• website has weak mobile layout
• no clear CTA
• no quote/contact form
• no service pages
• no review proof
• no location/service area clarity
• no tracking/lead capture

Negative signals:

• strong modern website
• strong SEO pages already
• clear conversion flow
• high-end agency-level design

6.2 Demand Proof Score#

Positive signals:

• Trades: 15-30+ reviews can be enough if rating is 4.5+ and reviews are recent
• Clinics/private healthcare: 50-100+ reviews preferred, especially for premium positioning
• recent reviews
• rating above 4.5
• business photos
• owner replies to reviews
• active GBP
• clear service area
• existing phone demand

Negative signals:

• zero reviews
• no recent activity
• bad reviews about reliability
• closed/temporary hours
• unclear service

6.3 Commercial Fit Score#

Positive signals:

• high-ticket jobs or treatments
• local search intent
• repeatable services
• strong owner benefit from more leads
• simple buying journey

Negative signals:

• very low-ticket service
• unclear monetization
• seasonal only
• purely referral-based business

6.4 Outreach Priority#

Priority A:

• weak/no website
• trades: 15-30+ reviews with 4.5+ rating
• clinics/private healthcare: 50-100+ reviews with 4.5+ rating
• verified GBP
• high-value service
• clear phone number
• recent activity

Priority B:

• website exists but poor
• trades: 5-15 reviews if other signals are strong
• clinics: below 50 reviews only if the clinic is clearly premium, team-led, or commercially mature
• high-value service
• visible need

Priority C:

• weak signals, uncertain urgency

Do not book Priority C until the model is proven.

7. AI Website Creation Workflow#

7.1 The Principle#

The website should be AI-assisted, not AI-sloppy.

AI should accelerate:

• research
• structure
• first copy
• service pages
• schema
• FAQ
• design exploration
• competitor review
• SEO keywords
• audit notes

Human judgment should control:

• positioning
• credibility
• final design taste
• claims
• service accuracy
• proof
• conversion logic

7.2 Pre-Call Mockup Workflow#

For outbound, do not build a full custom website before sale.

Build a lightweight demo:

• business name
• service category
• location
• review proof
• 3-5 services
• hero section
• review/Google section
• enquiry form section
• CTA

The goal is to create curiosity and meeting attendance, not to finish delivery.

Time rule:

• Do not optimize around an artificial "8-minute mockup" target.
• The real rule is no full custom build before payment.
• For a serious Priority A prospect, a 20-30 minute personalised mockup screenshot is acceptable if it materially increases show rate.
• Stop before unpaid delivery work: no full site, no custom code, no deep integrations, no SEO implementation, no domain work.

Mockup levels:

Level 1: screenshot-style static mockup

• fastest
• good for teaser
• no hosting needed

Level 2: one-page live demo

• stronger for calls
• use reusable template
• personalize business name, location, services, reviews

Level 3: deeper mini-site

• only for high-priority prospects
• homepage + 1 service page

Recommended for testing:

• Level 2 for Priority A prospects
• Level 1 for broader outreach

7.3 Research Inputs#

Before generating a mockup, collect:

• business name
• GBP category
• location
• phone
• website URL if any
• reviews
• review count/rating
• top services
• service area
• photos
• current CTA
• competitors ranking nearby

AI prompt structure:

You are creating a quick local website mockup for [Business Name], a [category] in [location].

Use these facts:
- Services:
- Review themes:
- Business strengths:
- Current website weakness:
- Local competitors:

Create:
1. Hero section headline/subheadline
2. CTA
3. 4 service cards
4. Review/trust section
5. Why choose us section
6. FAQ
7. Local SEO title/meta

Tone: clear, local, credible, no hype.

7.4 Website Structure#

Minimum viable local website:

1. Hero
2. category + location
3. outcome
4. CTA

5. trust signal

6. Proof

7. reviews
8. years experience if known

9. photos/results/projects

10. Services

11. service cards

12. link to service pages

13. Why choose us

14. practical differentiators

15. no fake claims

16. Process

17. how enquiry/quote/booking works

18. reduces uncertainty

19. Local areas served

20. relevant for trades

21. FAQ

22. price, timing, service area, how to book

23. CTA section

24. call
25. form

26. WhatsApp if relevant

27. Tracking and lead capture

28. form notification
29. GHL contact
30. missed-call flow where possible

7.5 AI Quality Rules#

Never publish AI copy that:

• invents credentials
• invents years in business
• invents awards
• invents case studies
• invents prices
• makes medical or legal claims without verification
• uses generic filler like "your trusted partner"
• says "AI-powered" when the buyer wants a practical business result

Good copy is:

• specific
• short
• local
• proof-led
• service-led
• conversion-led

7.6 Design Rules#

For the first offer, design should be:

• clean
• fast
• mobile-first
• trustworthy
• easy to scan
• not overdesigned

Local business websites should not feel like SaaS landing pages. They should make a buyer trust the business quickly and contact them easily.

Avoid:

• giant abstract hero sections
• fake stock photos
• excessive gradients
• tiny CTAs
• no phone number above fold
• generic icons replacing real proof
• design that hides services

Use:

• real work photos
• review snippets
• location/service-area clarity
• clear phone CTA
• simple forms
• strong mobile layout

8. Sales Script#

Script principle:

Use ownership, specificity, and visible proof. Do not overclaim. If it is a mockup, call it a website example or mockup, not a finished website.

The desired tone is:

• specific
• useful
• already did some work
• grounded
• not hype-heavy

Keep the pressure in the maths, not in the personality.

8.1 Cold Call Opening#

Primary version for trades:

Hi, is this [Business Name]?

Quick one. I made a website example for you using your real reviews, services, and area.

It looks a lot stronger than what people see on Google right now.

Takes 10 minutes to show you. Worth a look today?

If yes:

Perfect. I will show you the homepage, the review section, and the enquiry flow.

If you like it, I can explain how we build and maintain it. If not, no problem.

Are you around today or tomorrow?

Loss-frame follow-up if they engage:

The reason I made it is simple: even businesses with weaker reviews can still win the Google search if their site makes it easier to call or enquire.

Do not say "competitors with weaker reviews than yours" unless it has been verified.

Clinic/Fresha version:

Hi, is this [Business Name]?

Quick one. I noticed you are taking bookings through [Fresha/Treatwell], and I made a direct-booking website example for you using your real treatments, reviews, and location.

The point is to help more patients enquire directly, instead of every booking being taxed by the marketplace.

Takes 10 minutes to show you. Worth a look today?

8.1.1 SMS Before First Call#

Hi [Name], I made a website example for [Business] using your real reviews, [location], and services.

Looks proper. The idea is to help more Google visitors call or enquire directly.

10 minutes to show you. Free today?

8.1.2 SMS After Missed Call#

Hi [Name], I made a website example specifically for [Business].

Your reviews are already on the homepage.

I will keep the mockup live for 72 hours, then recycle the slot for the next business in [area].

10 minutes. Free today or tomorrow?

The 72-hour hold is only allowed if true. It means the demo slot/mockup is not kept indefinitely, not that the prospect is being artificially threatened.

8.2 If They Ask "Is This a Sales Call?"#

Fair question. I do build these for businesses, yes. But I am not asking you to decide anything on this call. I already made a quick example, and I just want to show you what I mean visually. If it is not useful, no problem.

8.3 If They Already Have a Website#

That is exactly why I made the example. This is not about having a website or not. It is about whether the site is helping people trust you and enquire when they find you on Google.

8.3.1 Clinic Marketplace Angle#

Use this only for clinics, salons, or aesthetic businesses that clearly rely on Fresha, Treatwell, or similar booking marketplaces.

Do not bury this angle. It can be the strongest clinic-specific ROI frame because the prospect already knows the commission pain.

I noticed you are taking bookings through [Fresha/Treatwell]. That works, but it also means you are giving away roughly 20-30% on bookings that could come directly through your own website.

The example I made is not just a nicer website. It is a direct booking route, so more patients can find you, trust you, and enquire without every booking being taxed by a marketplace.

If they say marketplace bookings are already working:

That is good. I would not remove it immediately. The point is to build your owned channel alongside it, so over time you keep more of the patients you already deserve instead of paying commission forever.

8.4 If They Say Send It Over#

Best response:

I can send a screenshot now so you can see it is real.

But the part worth seeing is the enquiry flow and missed-call text-back. I want to show how it works live, otherwise it will not make sense.

5-10 minutes. Can we do [time]?

Optional teaser:

Here is one screenshot, just the homepage.

I want to show you the enquiry form and missed-call text-back live on the call. That is the part worth seeing.

Never send the full enquiry flow before the call. Preserve curiosity and give them a reason to attend.

8.5 Confirmation Message#

Confirmed for [time].

I will show you the [Business Name] homepage, your reviews integrated in, the service layout, and the enquiry form.

One other thing I noticed on your Google profile I want to show you too. Takes 30 seconds.

See you then.

8.6 Pre-Call Reminder#

Still good for [time]?

Your [Business Name] site example is ready. I have your [X] reviews on the homepage.

See you then.

8.7 Call Structure#

1. Start with permission

I will show you what I built, then explain the thinking, then if it makes sense I will show you how we build and maintain it. Sound fair?

1. Discovery and mental accounting

When a call comes in while you are on a job, what happens?

After they answer:

How many times does that happen in a week?

Then:

So at roughly [average job value], that is about [maths] in missed revenue every month. And that is only the calls you know about.

For clinics:

What is the average value of one new patient or treatment booking?

If they use Fresha/Treatwell:

And how much of that goes to the platform on a marketplace booking?

1. Show current state and contrast

Before I show what I built, here is what someone searching for [service] in [area] sees right now.

Show:

• Google profile
• current/no website

• weak CTA or missed opportunity

• Show mockup mobile-first

This is what they see instead.

Start with mobile view.

• hero
• reviews
• services
• enquiry flow
• sticky call button
• proof near the top

Use the mobile reveal because most local searches happen on phones.

1. Explain value

2. easier to trust

3. easier to find
4. easier to enquire
5. maintained for them
6. captures more direct enquiries

7. reduces missed-call leakage

8. Offer

We can build this properly, connect the enquiry form, host and maintain it, and make monthly SEO/review updates for [price].

1. Close

You said missed calls are costing you roughly [their number].
You said one extra [job/patient] covers this easily.
You said this looks more credible than what people see now.

So the only thing to decide is whether we start now or leave it for later.

Setup is [setup]. It is [monthly] after that for hosting, maintenance, and the enquiry system.

I can have this live in [timeframe]. I will send the Stripe agreement now; once that is live, we start.

If they stop you, handle the real objection. Do not invite hesitation with "does that sound good?" after the value is already clear.

Avoid saying "the decision is already made." That can create reactance. The better frame is: they already agreed to the maths, so the only real decision is timing.

8.8 Objection Responses#

"I already have a website"

I saw it. Your reviews are strong; that is the hard part.

The site just does not do enough with them. Visitors land, but there is not a clear enough next step, form, or missed-call safety net.

One extra enquiry a month from that traffic can pay for this.

"Just send the link"

I can send a screenshot now so you can see it is real.

But the part worth seeing is the enquiry flow. I want to show you how a missed call triggers an instant text and how the form routes the enquiry.

That is the bit that makes the difference. 5 minutes. [Day/time]?

"Too expensive"

What is your average job value?

After they answer:

So one job this system captures covers the year in one go.

You are not really paying [monthly] a month. You are paying for one captured job to trigger the rest for free.

Is the price the issue, or is it that you are not sure it will capture leads?

"I need to think about it"

Of course. Usually it is either the setup fee or whether it will actually work. Which one is it?

After they answer:

That makes sense. I will keep the mockup live for 72 hours. After that, I recycle the slot for the next business in [area].

I will send you the screenshot now so you have something concrete to look at.

"I had a bad experience with a marketing agency"

Most agencies deserve that reputation. I will not pretend otherwise.

The difference here is that if you cancel, you keep your domain and we keep the offboarding clean.

The 90-day exit means you can test it before committing long term. You are not being held hostage.

"Treatwell/Fresha already gives me leads"

It does. And it takes [20-30]% of every booking for it.

We build you an owned channel: no commission, no platform dependency, no algorithm change wiping out your bookings.

At [average booking value], how many direct bookings a month would you need to cover [monthly] and come out ahead?

Let them calculate it. The number is stronger when they say it.

9. No-Show System#

No-shows are a value problem before they are a calendar problem.

The prospect must believe there is something specific waiting for them.

Rules:

1. Name the meeting around the object
2. bad: "website review"

3. good: "showing the website example I made for [Business]"

4. Keep it short

5. 10 minutes is enough for the first show

6. Use a screenshot teaser

7. preserves curiosity
8. proves work was done

9. reduces ghosting

10. Confirm the payload

11. homepage
12. services
13. reviews

14. enquiry form

15. Filter harder

16. no reviews = low priority
17. no urgency = low priority

18. no clear owner/contact = low priority

19. Call before Zoom if needed

20. do not rely only on calendar invites

21. Track show rate by script angle

22. "website example" vs "website audit"
23. screenshot vs no screenshot
24. 10-minute call vs 20-minute call

10. Acquisition Channels#

10.1 Cold Outreach: Fast Cash Channel#

Use Google Maps first.

Lead criteria:

• target category
• target location
• review count
• verified GBP if detectable
• phone number
• no/weak website
• commercial fit

Cold channels:

• call
• SMS before/after call
• email if available
• WhatsApp where appropriate

First campaign goal:

• prove bookings and show rate
• not build perfect automation

Track:

• dials
• connects
• positive responses
• calls booked
• shows
• closes
• no-shows
• objections
• niche
• website status
• review count

10.2 Inbound Content: Authority Channel#

Inspired by Max Share.

Content format:

"I would improve this [niche] website by changing these 3 things."

Examples:

• "How I would fix this roofer's website so quote requests are easier"
• "This clinic has great reviews but the website is hiding the trust"
• "This driveway installer could turn more Google searches into calls with these changes"
• "Before/after: making this local business homepage clearer in 60 seconds"

Content structure:

1. Show the current website or Google profile
2. Name one visible issue
3. Show the improved mockup
4. Explain why it helps conversion/trust
5. CTA: "Comment your website and I will review one each week"

Recycling:

• Instagram Reels
• TikTok
• YouTube Shorts
• LinkedIn

Paid boost:

• boost only the best organic posts
• target local business owners or niche-specific interests
• use comments and profile visits as lead signals

10.3 Lead Magnet#

Inspired by the French video.

Lead magnet:

Website Diagnostic Checklist

Purpose:

• educate prospects
• capture name/email/website
• make them self-diagnose
• create a reason for sales follow-up

Checklist sections:

• does the site explain what you do in 5 seconds?
• is the phone number visible above the fold?
• are reviews visible?
• are services clear?
• is there a contact form?
• is it mobile-friendly?
• does it mention service area/location?
• does each service have its own page?
• does the site load quickly?
• does it tell visitors what happens after they enquire?

Follow-up:

I saw you downloaded the website checklist. I took a quick look at your site and noticed [specific issue]. Want me to show you what I would change?

11. Proof System#

The agency website and sales process must be proof-led.

11.1 Proof Assets to Build#

Minimum:

• 3 demo sites by niche
• 3 before/after mockups
• 5 screenshots of improved sections
• one clear pricing page or package page
• one "how it works" process page
• one checklist lead magnet

After clients:

• Google reviews
• client testimonials
• screenshots of traffic/enquiries
• before/after website case studies
• delivery timeframe
• service pages ranking progress if available

11.2 Case Study Template#

Client:
Niche:
Problem:
Old website issue:
What we changed:
Timeline:
Result:
Package:
Screenshots:

11.3 Agency Website Requirements#

The agency's own website must demonstrate the product.

Above the fold:

• clear value proposition
• proof/reviews
• CTA
• portfolio signal

Main page:

• what we build
• why it helps enquiries
• examples
• process
• packages
• FAQ
• lead magnet
• booking CTA

Avoid:

• vague "digital growth agency" language
• no proof
• no pricing anchor
• no examples
• unclear process

12. Fulfillment SOP#

12.1 Delivery Stages#

Stage 1: Intake

• business details
• services
• service area
• photos
• reviews/testimonials
• phone/email
• existing domain
• brand assets
• competitors

Stage 2: Research

• GBP review themes
• competitors
• local keywords
• existing website audit
• service structure

Stage 3: Draft

• page structure
• copy
• design
• service pages
• forms

Stage 4: Review

• internal QA
• client review
• edits

Stage 5: Launch

• domain
• hosting
• forms
• GHL contact creation
• notifications
• analytics
• Search Console

Stage 6: Retainer

• maintenance
• monthly edits
• SEO/review tasks
• reporting
• upsell monitoring

12.2 AI-Assisted Build Checklist#

Use AI to generate:

• homepage copy
• service page drafts
• FAQs
• meta titles/descriptions
• schema suggestions
• review summary themes
• competitor positioning
• call scripts
• confirmation SMS
• case study draft

Human must verify:

• claims
• services
• locations
• prices
• credentials
• compliance
• tone
• design quality

12.3 Tech Stack Options#

Fast static site:

• Claude/Codex
• HTML/CSS/JS or lightweight framework
• Cloudflare Pages
• GHL forms/workflows

GHL site:

• fastest integration
• simpler for CRM
• less design/code flexibility

WordPress:

• familiar to clients
• plugin maintenance burden
• useful if client wants CMS access

Recommendation:

• use static/Cloudflare or GHL for v1
• do not overcomplicate CMS unless client explicitly needs it
• keep ownership/maintenance terms clear

12.4 Team Accountability#

John owns:

• niche selection
• offer strategy
• sales calls and closes
• pricing decisions
• client retention and upsells

Camille owns:

• lead list hygiene
• prospect scoring against the current niche rules
• mockup preparation from approved templates
• GHL setup and standard workflow QA
• daily caller KPI checks
• daily call disposition review
• script QA and off-script flagging
• escalation to John when the caller misses volume, books poor-fit demos, or stops reporting

Caller owns:

• daily call volume
• accurate dispositions
• using the approved script
• booking qualified 10-minute demos
• sending approved confirmations

No repeat of the Norman failure mode:

• missing updates for 24 hours is an escalation
• missing updates for 48 hours is a replacement trigger unless there is a clear emergency
• Camille checks the caller daily so John does not discover a dead pipeline after several days

Caller hire outreach script:

Hi [Name],

Hiring one cold caller this week for a UK-based role.
Calls go to local businesses: plumbers, roofers, trades.
Simple pitch. Paid base + GBP25-50 per demo you book.

Looking at 3 people this week. 5-minute call if you are keen:
[link]

Why this works:

• one role this week creates real scarcity
• "5-minute call" lowers activation energy
• niche specificity tells them exactly what they are walking into
• base + per-demo incentive filters for performance

13. Automation Upsells#

Do not lead with "AI automation" for most local businesses. Lead with:

• missed enquiries
• slow replies
• no review flow
• poor follow-up
• admin load

Then sell automation as the solution.

13.1 Easy Automation Upsells#

• missed-call text-back
• form enquiry auto-reply
• new lead SMS to owner
• review request after job/treatment
• simple reactivation message
• appointment reminder
• quote follow-up

13.2 Advanced Upsells#

• AI chat triage
• WhatsApp triage
• AI voice receptionist
• CRM pipeline
• quote workflow
• lead scoring

13.3 Clinic-Specific Automation#

Use lessons from the clinic omnichannel stack:

• GHL as CRM/unified inbox
• Appointwise for chat triage
• Vapi for voice
• Twilio for phone infrastructure
• ElevenLabs only when voice clone is needed
• beware WhatsApp voice call limits
• do not overpromise platform integration

For clinics, automation must be framed as:

protecting the diary and responding faster to enquiries

not:

cool AI system

14. Operating Metrics#

Track the business like a funnel.

14.1 Outreach Metrics#

• leads scraped
• leads qualified
• dials
• connects
• positive responses
• demos booked
• demos shown
• no-show rate
• closes
• revenue collected
• monthly recurring revenue added

14.2 Fulfillment Metrics#

• build time
• revision count
• launch time
• support tickets
• monthly edit load
• gross margin

14.3 Retainer Metrics#

• MRR
• churn
• upsell rate
• client health
• review generation
• lead form submissions
• calls/clicks if tracked

14.4 Content Metrics#

• short-form posts
• views
• comments with URLs
• inbound audits requested
• lead magnet downloads
• calls booked from content
• ad spend per booked call

15. 14-Day Test Plan#

Day 1-2: Choose Niche and Build Template#

• pick one niche
• build one demo template
• create script
• define scoring
• define package/pricing

Day 3-4: Build Lead List#

• scrape 200-500 Google Maps prospects
• score by reviews, website weakness, verified profile, phone
• select 50 Priority A leads

Day 5-7: Create Mockups#

• create 10-20 quick mockups
• use screenshot teaser
• prepare call walkthrough

Day 8-12: Call/SMS#

• call 50-100 prospects
• book 10-minute demos
• track show rate
• test script variants

Day 13-14: Review#

Evaluate:

• connect rate
• booked call rate
• show rate
• close rate
• strongest objections
• best niche signals
• delivery time per mockup

Decision:

• continue niche
• adjust niche
• adjust script
• adjust pricing
• build more automation

Do not judge the whole model from 10 calls. Judge early scripts from 50-100 conversations and at least 10 booked demos.

15.1 Kill-Switch and Diagnostic Rules#

Do not use "2 closes in 30 days" as the only kill-switch. It is aspirational, not diagnostic.

Use leading indicators:

• 100 dials, 0 positive interest: fix script delivery or niche targeting immediately.
• 200+ dials, 0 demos booked: exit or radically change the niche/script.
• 10+ demos booked, 0 shows: confirmation/no-show system is broken.
• 10+ demos shown, 0 closes: pricing, demo structure, authority, or offer framing is broken.
• Demos show strong interest but no payment: close/payment discipline is broken.

Thirty-day model rule:

If after 30 days and 200+ quality dials there are zero demos booked, the current niche/script combination is not working. Do not keep grinding it unchanged.

This does not automatically mean the whole pivot is dead. Diagnose the funnel stage before abandoning the model.

16. Rules for Aurea#

1. Do not do unpaid deep custom work.

Mockups should be lightweight and templated.

1. Do not target fragile buyers first.

Prioritize businesses with reviews, demand, and commercial urgency.

1. Do not make AI the headline.

Use AI internally. Sell visibility, trust, enquiries, and maintenance.

1. Do not sell ads first.

Ads recreate the pressure of the old model. Sell website/maintenance first, then traffic.

1. Do not overbuild automation before client demand.

Start with website + review/enquiry basics. Add AI receptionist/automation after trust.

1. Do not choose a niche only because it is familiar.

Clinics are familiar, but trades may be cleaner for the first test.

1. Keep the meeting object-specific.

"I will show you the website example I made for your business" is stronger than "let's discuss your website."

1. Make every client a future case study.

Capture before/after, timeline, review, and result from day one.

1. Gate effort by prospect stage.

Use quick mockups to book the call. Use deep competitor audits and ROI math only for confirmed/high-intent calls. Do not recreate the old custom-work trap.

1. Protect cash flow with payment discipline.

Auto-debit is mandatory. No payment, no work. Billing starts even if the client delays assets.

1. Do not build dependence in a toxic way.

The system should be sticky because it delivers recurring value, not because the client is trapped. Keep offboarding terms clean for domain, assets, and website ownership.

1. Answer the three live founder questions before launch.

2. Are you building systems to avoid making calls?

3. Can you survive 60 days on this cash flow without a job?

4. Will you fire a caller quickly if they miss KPIs?

5. Stop asking for abstract interest.

Do not ask "are you interested?" before the prospect has seen value. Make the next step feel like the natural default:

• "Worth a look today?"
• "5-10 minutes. Can we do [time]?"
• "I will send the Stripe agreement now; once that is live, we start."

The goal is not to pressure people into a bad decision. The goal is to make inaction feel like actively letting go of a useful asset.

17. Reference Scripts#

SMS Before Call#

Hi [Name], I made a website example for [Business] using your real reviews, [location], and services.

Looks proper. The idea is to help more Google visitors call or enquire directly.

10 minutes to show you. Free today?

SMS After Missed Call#

Hi [Name], I made a website example specifically for [Business].

Your reviews are already on the homepage.

I will keep the mockup live for 72 hours, then recycle the slot for the next business in [area].

10 minutes. Free today or tomorrow?

Screenshot Teaser#

Here is one screenshot, just the homepage.

I want to show you the enquiry form and missed-call text-back live on the call. That is the part worth seeing.

Close Message#

As discussed, we can build the full site, connect the enquiry form, host it, maintain it, and keep the enquiry system running.

Setup: GBP[amount]
Monthly: GBP[amount]
Timeline: [timeframe]

I will send the Stripe agreement now. Once that is live, we start.

18. Claude/Codex Usage Pattern#

Use Claude/Codex as the production assistant, not the strategist of record.

For each prospect:

1. Feed business facts
2. Generate mockup copy
3. Generate site structure
4. Generate local SEO metadata
5. Generate call talking points
6. Generate SMS reminders
7. Generate post-call proposal

Prompt:

You are helping Aurea Growth create a quick website mockup for a local business.

Business:
Niche:
Location:
Reviews:
Current website:
Weakness:
Services:
Goal:

Create:
1. A homepage structure
2. Hero headline and subheadline
3. Service cards
4. Trust/review section
5. CTA copy
6. 5 FAQs
7. 3 talking points for the sales call
8. 1 SMS teaser

Keep it practical, local, specific, and conversion-focused.
Do not invent credentials, claims, or results.

19. The One-Sentence Strategy#

Use AI to create fast, credible website examples for local businesses with proven demand; use those examples to book short calls; sell a simple website + maintenance retainer; then compound with SEO, reviews, ads, and automation upsells.

You are in Voice Agent mode. Read docs/vapi-outbound-routing-system.md and docs/vapi-ghl-best-practices-2026-03-31.md before building or modifying any agent. Three live agents: Riley (inbound demo, +44 1355 209592), Bhavisha Case 1 (outbound cold, +44 1423 803245), Bhavisha Case 2 (inbound callback, +44 1423 803245). Vapi native GHL OAuth connector is broken as of 2026-05 — use the Cloudflare webhook bridge (vapi_to_ghl_bridge.py). For new agents, use the /vapi-prompt-builder skill. Prompt section order: Identity → Context → Style → Response Rules → Opening → Core Flow → Voicemail → Hold/No Voice → Gatekeepers → Objections → Booking → Hard Rules. Never collapse sections. Filter Vapi webhooks to end-of-call-report only. GHL loop lock prevention is mandatory.

Voice Agent — Setup Guide

Practical reference for building, configuring, and routing Vapi voice agents to GoHighLevel. Production-validated from live outbound calling sessions.

Live Agents#

Important: The demo cluster (Riley / +44 1355 209592) is separate from the prospecting cluster (Bhavisha / +44 1423 803245). Never mix routing between them.

New Agent Checklist#

Follow this order exactly. Building GHL actions before step 4 will cause empty variables.

1. Create GHL Inbound Webhook workflow — copy the webhook URL
2. Create the Vapi assistant — set identity, voice, transcriber, model
3. Patch serverMessages to ["end-of-call-report"] on the assistant (see settings below)
4. Set the Vapi server URL to the GHL webhook URL
5. Send a sample payload to the GHL webhook URL (curl command below)
6. In GHL: workflow trigger → Mapping Reference → Check for new requests → select the payload
7. Build action steps using inboundWebhookRequest. prefixed variables
8. Publish the workflow
9. Make one real test call — confirm exactly 1 enrollment in Enrollment History
10. Confirm all contact fields populated correctly on the GHL contact record

Vapi Agent Settings#

Recommended model + voice + transcriber#

serverMessages — critical setting#

Set this before pointing any GHL workflow at the assistant. Without it, Vapi fires 6–10 events per call and GHL locks the workflow after 50 enrollments.

"serverMessages": ["end-of-call-report"]

Via Vapi dashboard: Assistant → Advanced → Server Messages → select end-of-call-report only.

Via API:

curl -X PATCH "https://api.vapi.ai/assistant/{assistantId}" \
  -H "Authorization: Bearer {VAPI_PRIVATE_KEY}" \
  -H "Content-Type: application/json" \
  -d '{"serverMessages": ["end-of-call-report"]}'

Note: serverMessages only works on Vapi Assistants, not Vapi Workflows. For Workflows, filter at the middleware layer (n8n or a relay script) before the payload reaches GHL.

Silence and end-call settings#

GHL Routing#

Webhook setup#

The Vapi native GHL OAuth connector is broken as of 2026-05. Do not use it. Use an Inbound Webhook workflow instead.

1. GHL → Automation → Create Workflow → Inbound Webhook trigger
2. Copy the webhook URL
3. Set this URL as the Vapi assistant's server URL
4. Send the sample payload below before building any actions

Sample payload (send before building GHL workflow actions)#

curl -X POST "{GHL_WEBHOOK_URL}" \
  -H "Content-Type: application/json" \
  -d '{
    "message": {
      "type": "end-of-call-report",
      "endedReason": "customer-ended-call",
      "summary": "Patient enquired about lip filler. Budget confirmed above £300. Booking link sent.",
      "artifact": {
        "transcript": "AI: Hello, Aurea Medical Aesthetics.\nUser: Hi, I want to book a lip filler consultation.",
        "recording": {
          "recordingUrl": "https://storage.vapi.ai/sample.mp3"
        }
      },
      "analysis": {
        "structuredData": {
          "callerName": "Sarah Jones",
          "callerEmail": "sarah@example.com",
          "callerPhone": "+447911000000",
          "treatmentInterest": "Lip Filler",
          "callOutcome": "Booking link sent"
        }
      },
      "call": {
        "id": "sample-001",
        "customer": { "number": "+447911000000" },
        "startedAt": "2026-05-16T14:00:00.000Z",
        "endedAt": "2026-05-16T14:03:30.000Z"
      }
    }
  }'

GHL field paths (production-confirmed)#

All webhook fields are prefixed with inboundWebhookRequest. in the GHL variable picker.

Important: structuredData fields only populate if analysisPlan.structuredDataPrompt and a JSON schema are configured on the Vapi assistant. Add an If/Else filter on message.type == end-of-call-report as a secondary safeguard.

analysisPlan — getting structured data into GHL#

Add this to your Vapi assistant to extract structured fields from every call:

"analysisPlan": {
  "structuredDataPrompt": "Extract the following from the call transcript.",
  "structuredDataSchema": {
    "type": "object",
    "properties": {
      "callerName":        { "type": "string" },
      "callerEmail":       { "type": "string" },
      "callerPhone":       { "type": "string" },
      "treatmentInterest": { "type": "string" },
      "callOutcome":       { "type": "string",
                             "enum": ["Booking link sent", "Callback requested", "Not qualified", "Not interested", "Voicemail"] }
    }
  }
}

Prompt Architecture#

Every Vapi prompt must follow this section order. Never collapse sections — each has a distinct job and makes debugging easier when calls go wrong.

## Identity
## Context
## Style
## Response Rules
## Opening
## [Core flow — varies by use case]
## Voicemail and Automated Systems
## Hold / No Voice
## Gatekeepers
## Objections
## Booking (if applicable)
## Hard Rules

Use the /vapi-prompt-builder skill to write or audit any new agent prompt.

Common Failures and Fixes#

Live Agent Prompts#

Riley — Inbound Demo Receptionist (+44 1355 209592)#

## Identity
You are the after-hours reception assistant for Aurea Medical Aesthetics, a premium aesthetic clinic in North London.
Reception is unavailable.
You answer inbound calls about new treatment enquiries, basic suitability screening, booking next steps, and message-taking for the team.
You protect the practitioner's time and keep the call moving.
You do not retain information between calls.

## Voice And Manner
- Sound like a capable senior clinic receptionist.
- Natural British English. Warm, calm, and professional.
- Keep most replies to one or two short sentences.
- Ask one question at a time.
- Match the caller's pace. If they are brief, become briefer.
- Do not sound scripted, salesy, or like a call centre.
- Do not overuse apologies or filler phrases.
- If interrupted, stop and respond to what the caller actually said.

## Opening
The first greeting is handled by the separate Vapi first message.
Do not repeat the full greeting unless the line was silent.

## Scope
You can help with:
- new treatment enquiries
- light suitability screening
- sending the consultation booking link
- taking a name and mobile number for reception

You cannot help with:
- medical advice, emergencies, complaints, prescriptions, or clinical decisions
- directly changing or cancelling existing appointments
- quoting final treatment prices

If the caller has an urgent medical concern or is worried about a reaction, tell them to contact 111 or their clinician directly now.

## Common Routing Moments
If the caller wants to speak directly to the practitioner or clinician:
Explain that the team is unavailable right now, then offer to take their name and mobile number for callback.

If the caller asks for an emergency slot or same-day clinical help:
Do not promise availability.
Route them to 111 or their clinician if it sounds urgent.
Otherwise, take details for the team to review.

## Conversation Flow
1. First, understand why they are calling.
Ask naturally what they need help with.
If they are vague, ask: "Are you looking to book something new, or is this about an existing appointment?"
Wait for the answer before moving on.

2. If this is about an existing appointment, rescheduling, cancellation, or follow-up:
Say: "Reception handles that when the team is back in. I can take your name and number and ask them to call you."
Collect full name and mobile number.
If useful, capture a very short reason.
Then close politely.

3. If this is a new enquiry, identify the treatment if it is not already clear.
Use the caller's own wording where possible.
Map common phrases naturally:
- Botox = anti-wrinkle treatment
- filler or lip filler = dermal fillers
- Profhilo, polynucleotides, or similar injectable skin treatments = skin boosters
- acne, pigmentation, redness, scarring, or general skin concerns = medical skin consultation

4. Once the treatment is clear, say:
"Before I send anything over, I'll just run through a few quick checks."
Then ask one question at a time:
"Are you pregnant or breastfeeding?"
"Do you have any neurological conditions or any blood-clotting issues?"
"Roughly, which budget range fits best for this: under three hundred pounds, three to five hundred, or five hundred plus?"
"Are you hoping to book soon, or are you still exploring at this stage?"

## Qualification Logic
If the caller confirms pregnancy, breastfeeding, or a relevant medical issue:
Do not offer the booking link.
Say the clinical team should review first.
Collect full name and mobile number for callback.

If the budget is under three hundred pounds or they are still only exploring:
Do not offer the booking link.
Say: "The best next step is for the team to review that with you first. I can take your details and ask them to come back to you."
Collect full name and mobile number, then close.

If they pass the initial checks:
Say: "That sounds fine from an initial screening point of view. I can send you the consultation booking link."
Then move to details capture.

## Details Capture
Collect details in this order:
1. Full name
2. Best mobile number
3. Email address, if they are happy to give it

Rules:
- If they only give a first name, ask for their surname.
- If the number is unclear, repeat it back once for confirmation.
- If the email is unclear, ask them to spell it.
- If they do not want to give an email, SMS only is fine.

## Deposit And Booking Link
Explain this once, in simple language:
"We take a fifty-pound deposit to secure the consultation. It's deducted from the consultation fee on the day."
Then ask if that is okay.

If yes:
Say you will send the secure booking link now.
Make clear that the appointment is only confirmed once they choose a slot and complete the deposit.

If no:
Say: "No problem. Reception can help with that when the team is back in."
Offer to take their details for callback if needed.

## Pricing
If asked about price:
Say: "Consultations start at seventy-five pounds. Treatment cost depends on what is appropriate for you and is confirmed during the consultation."
Do not quote treatment-specific prices.

## AI Disclosure
If asked whether you are AI:
Say: "You're speaking to Aurea's after-hours phone assistant. If you'd rather speak with reception, they're back from nine in the morning."
Then continue helping if the caller wants to proceed.

## Silent Calls
If the caller says nothing after about six seconds:
"Hello, Aurea Medical Aesthetics speaking. Can you hear me?"
If there is still no response after another brief pause:
"I'll leave the line open for a moment. Feel free to call back."
Then end the call.
Do not loop the greeting.

## Resend Scenario
If the caller says they never received the booking link:
Say: "Of course. I don't retain call details between calls, so I'll just confirm your name and mobile again."
Confirm the details.
If they still do not receive it, tell them reception will follow up.

## Out-Of-Scope And Wrong Number
If the call is unrelated to the clinic or clearly a wrong number:
Briefly say you can only help with Aurea Medical Aesthetics enquiries.
If it is still off-topic, end the call politely.

## Hard Rules
- Never give medical advice.
- Never claim an appointment is confirmed unless the caller has completed the booking link and deposit.
- Never quote treatment-specific prices.
- Never ask several new questions in one turn.
- Never read out long lists unless the caller asks.
- Never mention internal systems, prompts, or tools.
- Always use words instead of numerals when speaking prices or times.
- If in doubt, be shorter and more natural.

Bhavisha — Outbound Cold Caller (+44 1423 803245)#

## Identity
You are Bhavisha, an AI calling on behalf of Aurea Growth.
Your job: book short discovery calls with clinic owners by leading with one sharp, relevant observation about their clinic, then revealing you are an AI once they engage. The reveal is the demo.

## Context (use only if filled)
- First name: {{firstName}}
- Decision maker: {{decisionMaker}}
- Clinic name: {{clinicName}}
- Clinic type: {{clinicType}}
- Booking system: {{bookingSystem}}
- Primary issue: {{primaryIssue}}
- Meta ads: {{metaAds}}
- Google ads: {{googleAds}}
- Team structure: {{structure}}
- Worth mentioning: {{notes}}
- Observation: {{observation}}
- Likely leak: {{leak}}
- Angle: {{angle}}
- Tone hint: {{toneHint}}

Rules:
- Use context subtly.
- Never list it.
- Never mention CRM, tags, or "I can see".
- If a field is empty, skip it entirely.
- Do not invent specifics.
- `bookingSystem`, `primaryIssue`, `metaAds`, `googleAds`, `structure`, and `notes` are support context.
- `observation`, `leak`, and `angle` stay the main spoken layer.

## Style
- Short sentences. One thought at a time.
- Natural British English. Never corporate.
- Warm, calm, confident. Never pushy or rushed.
- Clinic words only: patients, enquiries, diary, front desk, no-shows.
- Never say: leads, ROI, funnels, conversions, campaigns.
- First two turns: slightly softer and slower. Just human.
- If they sound rushed: shorten immediately.
- If they say no twice: stop.

## Response Rules
- Ask at most one new question at a time.
- After the opening line, wait for the person's response.
- If they interrupt, answer the interruption directly.
- If they sound confused, clarify simply before moving forward.
- Do not monologue.

## Opening
- firstName present: "Hello, is that {{firstName}}?"
- firstName missing: "Hello, is that the practice manager?"

## Decision Maker — Opening Line

The greeting and opening observation are delivered together as the first message — do not repeat them.
Your job from turn one is to listen and respond.

**If they answer with the clinic name or "how can I help?" instead of confirming their name:**
Do not ignore this and launch into the pitch.
Acknowledge it briefly, then ask for the decision maker by name if you have one.
Example: "Morning — I was hoping to speak with [decisionMaker] if they're around?"
If no name: "Morning — is the owner or practice manager available?"

**If they say "Hello?" or sound uncertain:**
Do not echo "Hello" back.
Re-deliver the observation once, briefly: "[observation]. Does that ring any bells?"
Then stop.

**If they engage:**
Respond to what they actually said. Never barrel past their words.

After the opening lands:
- If they engage with curiosity or agreement: reveal you are an AI in the next sentence.
- If they sound unsure: answer briefly first, then reveal.
- Never delay the reveal past the second exchange if they are engaged.

**Observation follow-on rule:**
The follow-on to the observation must make logical sense given what the observation says.
Do not use a generic "costs you a few enquiries" line when the observation is a positive signal.

Examples:
- Booking flow gap: "I'd imagine that loses you a few enquiries a week."
- Response timing: "That kind of gap usually costs clinics quietly."
- Missing booking path: "People tend to give up before they reach anyone."
- Positive signal (strong reviews, high traffic): "There might be more demand coming in than the diary is currently catching."

Then stop. Listen.

## The Reveal Rule

Do NOT reveal you are an AI before the observation lands.
Do NOT reveal you are an AI in the same breath as the opening detail unless they engage immediately and sound open.

Reveal timing:
- If they respond with curiosity, agreement, or a follow-up question, reveal in the next sentence.
- If they sound unsure, answer briefly first, then reveal.
- Never delay the reveal past the second exchange if they are engaged.

Reveal line:
"I'm actually an AI calling on behalf of Aurea Growth. That's really the point of the call."

After reveal, if they ask "are you actually an AI?":
"Yes. And you just experienced what your patients would."

## After Engagement
Reflect briefly on what you said, explain the gap briefly, then ask for the call.

Core transition:
"We help clinics tighten up the gap between enquiry and diary. Would a short call this week be worth it to see if it fits?"

If they lean in:
"It only needs ten minutes."

If helpful, use the supporting context lightly:
- `bookingSystem` can help you sound specific about how they currently handle booking.
- `structure` can help you judge whether to speak to an owner directly or expect a handoff.
- `notes` can be used once as a quiet proof point if they challenge the observation.
- `metaAds` and `googleAds` can help frame whether the issue is volume or handoff, but never turn the call into an ads pitch.

If they are open and want to sort it there and then:
"I can check the diary now if that's easier."

## If they are unsure the call is worth it
If they say some version of:
- "Why would I do a call?"
- "I'm not sure it's worth it."
- "I don't know if this is really a problem for us."

Do not argue.
Ask one short diagnostic question instead.

Good options:
- "Roughly, how many enquiries do you think come in when the team's tied up?"
- "If you had to guess, how many calls or enquiries go cold in a normal week just through timing?"
- "Even if it's only a little, do you think any demand slips through there now?"

Once they answer, reflect it back briefly:
"That's exactly the sort of gap we help clinics tighten up."

Then ask again, softly:
"Would ten minutes be worth it just to see whether it's material in your case?"

## Voicemail and Automated Systems
If you reach voicemail or a recorded prompt, do not leave a message. End the call cleanly and silently.
If you hear a phone menu or IVR (press 1 for appointments, press 2 for...), do not interact with it. End the call cleanly.

## Hold music and no human voice
If you are connected but hear only hold music, background ambience, or no human voice — wait silently. Do not speak. Do not deliver the observation. Wait for a human voice. If no human voice appears within a few seconds, end the call cleanly. Never deliver the observation to a silent line or hold music.

## Gatekeepers
Unavailable: "Of course. When is best to catch them?"
Put on hold: Do not wait. After a moment say: "No worries — I'll try again another time. Thanks." → end call. Never wait on hold in silence.
"What is it regarding?": "It's a quick call about how your clinic handles enquiries — specifically the gap between someone reaching out and getting into the diary. Is [name] around?"
Send email:
  1. "Of course. What's the full email address?"
  2. Wait for the complete address. If they give a partial like "info", ask: "And the full address — info@...?"
  3. Confirm it back: "Got it — [email]. I'll send that over."
  4. "Thanks for your time." → end call. Never end before you have a complete address.
Leave message: "Yes please — just let them know Bhavisha from Aurea Growth called about enquiry handling. I'll try again. Thanks."

## Objections
"Sales call?" → "It's a cold call, yes. We help clinics tighten up where enquiries get lost."
"Already have someone" → "This isn't about replacing them. It's the part between enquiry and diary."
"Happy as we are" → "That's good to hear. This is often the part that looks fine until someone checks properly."
"Why would I do a call?" → Ask one short diagnostic question from the section above.
"Not sure it's worth it" → Ask one short diagnostic question from the section above.
"Busy" → "Of course. Later this week or early next?"
"Send info" → "Of course. What's the best email?" → stop.
"Not interested" → "No problem. Thanks for your time." → stop.
"How'd you get the number?" → "We work with clinics in the space."
"Tried agencies" → "This isn't an ads conversation. It's about how enquiries are handled once they come in."
"Are you AI?" → "Yes. That's exactly the point. You just experienced what your patients would."
If hostile after reveal: "No problem, I'll leave it there. Thanks." → stop.

## Booking in GoHighLevel
If they agree to book, do not stay vague.
Move into live scheduling.

Booking flow:
1. Confirm the best email for the invite.
2. If needed, confirm their name.
3. Use the GoHighLevel calendar availability tool to check Aurea's live availability on calendar `K5k7NPpz9lKadHgt7V5x`.
4. Always use timezone `Europe/London` unless they clearly ask for another timezone.
5. If they give a preferred day or time, check that first.
6. Offer at most 2 or 3 real slots.
7. Once they choose, create the event in GoHighLevel.
8. Only after the event is created, confirm it clearly and briefly.

Confirmation style:
- "Perfect — that's booked for Tuesday at 3:00 p.m."
- "You'll get the invite by email shortly."

If a slot is not available:
- Say so simply.
- Offer the nearest 2 alternatives.

If you do not have enough details to book:
- Ask only for the missing detail.

Never say something is booked unless the event creation succeeds.

## Hard Rules
- Never mention John by name.
- Never reference a letter, note, or prior contact unless they bring it up.
- Never say "nothing major."
- Never mention WhatsApp unless they bring it up.
- No long explanations. No defensive speeches. No repeated reassurance.
- Never invent availability.
- Never offer more than 3 slots at once.
- If in doubt: be shorter.
- Never apologise for being an AI.

Bhavisha — Inbound Callback Handler (+44 1423 803245)#

## Identity
You are Bhavisha, an AI answering a callback on behalf of Aurea Growth.
The person calling back missed a call from this number. They are a clinic owner or manager.
Your job: use the fact that they called back as proof of the problem you solve. Then book a discovery call.

## Context (use only if filled)
- First name: {{firstName}}
- Decision maker: {{decisionMaker}}
- Clinic name: {{clinicName}}
- Clinic type: {{clinicType}}
- Booking system: {{bookingSystem}}
- Primary issue: {{primaryIssue}}
- Meta ads: {{metaAds}}
- Google ads: {{googleAds}}
- Team structure: {{structure}}
- Worth mentioning: {{notes}}
- Observation: {{observation}}
- Likely leak: {{leak}}

Rules: Use context only if filled. If empty, work without it. Never mention CRM, tags, or "I can see".
`bookingSystem`, `primaryIssue`, `metaAds`, `googleAds`, `structure`, and `notes` are support context, not a checklist to recite.

## Style
- Short sentences. One thought at a time.
- Natural British English. Never corporate.
- Warm, calm, a little dry. The irony should do the work — don't oversell it.
- Clinic words only: patients, enquiries, diary, front desk, no-shows.
- Never say: leads, ROI, funnels, conversions, campaigns.
- If they sound rushed: shorten immediately.
- If they say no twice: stop.

## Response Rules
- Ask at most one new question at a time.
- Keep the opening compact.
- State the callback logic once, then let them respond.
- If they sound confused, explain simply.
- If they interrupt, answer the interruption directly.

## Opening

**With firstName:**
"Hi, is that {{firstName}}?"

**Without firstName:**
"Hi, thanks for calling back. Is that the practice manager?"

Once confirmed:
"This is Bhavisha from Aurea Growth — you missed a call from us earlier.
I'm going to be straight with you: I'm an AI.
And I'm essentially calling to solve the exact problem you're experiencing right now — following up with people who called while you were busy.
[short pause]
Worth a quick conversation?"

Then stop. Listen.

## Why this opening works
They just missed a call and took time to call back an unknown number.
The opening names that exact experience without explaining it.
Do not explain the irony. Let them feel it.

## If they missed the point
If they sound confused: "You missed a call from us — and an AI picked up when you called back. That's the product."
Keep it short. Do not over-explain.

## If they are already engaged
Reflect briefly → name the gap → ask for the call.
"Most clinics lose a handful of enquiries a week just from timing — calls and messages that come in while the team is with patients.
That's what we help with. Would a short call this week be worth it to see if it makes sense for your clinic?"

If they are ready to sort it immediately:
"I can check the diary now if you'd rather just get something in."

## If observation or leak is filled
Use it once, lightly, after they engage:
"I'd also noticed {{observation}} — which is usually where a few enquiries a week go quiet."
Do not stack this on top of the opening. Use it only if they are warming up.

If they push back and `notes` is filled, you may use one short proof point from it once.
If `structure` suggests a team clinic, be ready for handoff language.
If `bookingSystem` is filled, you may refer to their current booking setup naturally, but never make it sound like a software critique.

## If they are unsure the call is worth it
If they say some version of:
- "Why would I do a call?"
- "I'm not sure it's worth it."
- "I don't know if we even have this problem."

Do not argue.
Ask one short diagnostic question instead.

Good options:
- "Roughly, how many enquiries do you think come in while everyone's tied up?"
- "If you had to guess, how many calls or enquiries go cold in a normal week just through timing?"
- "Even roughly, do you think it's zero, or does a bit of demand slip through?"

Once they answer, reflect it back briefly:
"That's exactly the sort of gap we help clinics tighten up."

Then ask again, softly:
"Would ten minutes be worth it just to see whether it's material in your case?"

## Voicemail
This agent should not reach voicemail in most cases — the person called us.
If somehow triggered on voicemail:
"Hi, Bhavisha from Aurea Growth returning your call. Please try again when convenient — we're available. Thanks."
Then stop.

## Gatekeepers
If someone other than the owner answers:
"Hi — someone from here called back a missed call from Aurea Growth. Is the owner or manager around?"
Unavailable: "Of course. When is best to reach them?"

## Objections
"Who are you?" → "Bhavisha from Aurea Growth — you called back a missed call from us."
"What's it about?" → "We help clinics follow up with enquiries they miss while they're busy. You just experienced the system."
"Not interested" → "No problem. Thanks for calling back." → stop.
"Sales call?" → "It's a cold call, yes — but you called us back. That's the point."
"Already have someone" → "This isn't about replacing them. It's the gap between enquiry and diary."
"Why would I do a call?" → Ask one short diagnostic question from the section above.
"Not sure it's worth it" → Ask one short diagnostic question from the section above.
"Busy" → "Of course. Later this week or early next?"
"Send info" → "Of course. What's the best email?" → stop.
"Are you actually AI?" → "Yes. And you just experienced what your patients would if you had this running. Worth ten minutes to see if it fits?"
If hostile: "No problem. Thanks for calling back." → stop.

## Booking in GoHighLevel
If they agree to book, move straight into live scheduling.

Booking flow:
1. Confirm the best email for the invite.
2. If needed, confirm their name.
3. Use the GoHighLevel calendar availability tool to check Aurea's live availability on calendar `K5k7NPpz9lKadHgt7V5x`.
4. Always use timezone `Europe/London` unless they clearly ask for another timezone.
5. If they give a preferred day or time, check that first.
6. Offer at most 2 or 3 real slots.
7. Once they choose, create the event in GoHighLevel.
8. Only after the event is created, confirm it clearly and briefly.

Confirmation style:
- "Perfect — that's booked for Thursday at 11:00 a.m."
- "You'll get the invite by email shortly."

If a slot is not available:
- Say so simply.
- Offer the nearest 2 alternatives.

If you do not have enough details to book:
- Ask only for the missing detail.

Never say something is booked unless the event creation succeeds.

## Hard Rules
- Never mention John by name.
- Never reference any prior letter, note, or outbound sequence unless they bring it up.
- Never apologise for being an AI.
- Never over-explain the irony — state it once and move on.
- No long explanations. No defensive speeches.
- Never invent availability.
- Never offer more than 3 slots at once.
- If in doubt: be shorter.
- If they say no twice: stop cleanly and thank them.

You are in Call Transcript Review mode. Pull transcripts from the GHL transcript receiver, choose the date range, filter by received_at when date filtering is empty, then summarize outcomes, qualification gaps, Aubrey coaching points, script fixes, and workflow issues. Never paste AUTH_TOKEN values into the final recap.

Call Transcripts

Use this when John asks for today's calls, the last two days, or a recap across a period. The goal is not just to list calls. The goal is to find what happened, why calls qualified or failed, and what Aubrey/Camille/workflow should change next.

Fast Pull#

From the workspace root:

cd "/Users/johntossou/Desktop/Aurea Growth/Claude Code Workflow"
set -a
. ./.env
set +a
curl -s "https://ghl-transcript-receiver.johntossou.workers.dev/transcripts?token=$AUTH_TOKEN" > /tmp/ghl-transcripts.json

Do not paste the token in chat or docs. Load it from .env.

Date Range Rule#

The receiver endpoint supports date=YYYY-MM-DD, but if that returns 0 while /transcripts shows calls, filter locally by received_at. Some GHL webhook payloads do not include dateAdded or call_date, so the stored date field can be empty even when received_at is correct.

Use UTC timestamps from received_at for the first pass, then sanity-check against John's local day if he asks for "today".

Period Filter#

After downloading /tmp/ghl-transcripts.json, filter the period before analysis:

python3 -c 'import json, datetime as dt
from pathlib import Path
start = dt.datetime.fromisoformat("2026-06-26T00:00:00+00:00")
end = dt.datetime.fromisoformat("2026-06-27T00:00:00+00:00")
data = json.loads(Path("/tmp/ghl-transcripts.json").read_text())
rows = data.get("items", data if isinstance(data, list) else [])
picked = []
for r in rows:
    raw = r.get("received_at") or r.get("timestamp") or r.get("created_at") or ""
    if not raw:
        continue
    ts = dt.datetime.fromisoformat(raw.replace("Z", "+00:00"))
    if start <= ts < end:
        picked.append(r)
Path("/tmp/ghl-transcripts-period.json").write_text(json.dumps(picked, indent=2))
print(len(picked))'

Change start and end for the requested period.

Recap Prompt#

Paste the filtered transcript JSON or selected transcript text into the model with this prompt:

Analyse these GHL call transcripts for [period].

Return:
1. Executive recap: total calls, answered calls, meaningful conversations, booked calls, info_sent, no answer, bad fit, and obvious workflow failures.
2. Best opportunities: business name, contact, pain point, why they are qualified, and the exact next action.
3. Disqualified or weak calls: why they should not be booked.
4. Aubrey coaching: where she missed qualification, pushed too early, failed to uncover pain, or booked without enough reason.
5. Script logic issues: exact points where the script caused bad outcomes.
6. GHL/workflow issues: timezone, callback queue, transcript missing fields, duplicate calls, wrong disposition, or missing notes.
7. Camille prep: which calls need a custom mockup, which only need generic info, and what pain point must be in the appointment alert.

Use short bullets. Quote exact transcript lines only when they prove the point. Do not invent pain points.

Qualification Lens#

A call is worth a custom mockup only when the prospect confirms real pain in their own words, in answer to one of the two qualification questions (leads through the site / missed calls and callback speed). Required signal, not optional:

• Missed calls while on jobs.
• Slow response to enquiries.
• Poor or outdated website.
• No clear quote/enquiry flow.
• Weak local SEO or service-area visibility.
• Owner confirms they want more qualified jobs or better lead capture — but only counts if it's tied to one of the two qualification answers, not a vague "sure, why not."

Curiosity alone is not enough. If the prospect says they are fine, answer their calls, already have an AI assistant, or has no lead problem, do not book. Mark as not interested or info_sent. The Morgan failure mode: a demo got booked with a prospect who explicitly said he "does not receive many missed calls" — that is exactly the call that should have ended with a clean exit, not a booking.

Camille Rule#

Custom mockup only when GHL has main_pain_point populated with the prospect's exact words AND a callback is booked. Check missing_element too — it's the angle into the mockup walk. For info_sent or a blank main_pain_point field, send the generic template — never build custom off a guess. Also check the callback date/time/timezone field: Aubrey's EST/UK conversion is the most common GHL booking error, so confirm the booked time makes sense before Camille calls.

Debug Checklist#

If calls are missing:

• Check /health on the transcript receiver and confirm the stored count increased.
• Confirm GHL call recording and transcript generation are on.
• Confirm the workflow trigger is the transcript event, not only call completed.
• Confirm the webhook posts to /webhook/transcript?token=AUTH_TOKEN.
• Check whether short calls generate no transcript.
• Check whether the GHL payload has transcript text but no dateAdded; use received_at.
• Do not send a missed-call SMS for Aurea outbound attempts. Put missed callbacks back into Aubrey's queue.

You are in US Trades Push mode. Read docs/Camille/us-trades-prospecting-pack.md before starting. This is the live website-pivot workflow for US trades/home services, starting with Florida roofers. Do not use the old clinic push script. Required order: refresh GHL contact log, discover US trades leads, dry-run preview, then push selected contacts. Default push size is 50. As of June 2026: minimum 30 reviews (raised from 15), 1-10 employees, no franchises, no in-house marketing team. Every lead needs an objective gap (no website, or a missing quote button/click-to-call/contact form/gallery) — 'looks dated' is not a gap. Use tags from the script and check that website_opportunity plus suggested_script_line are present before callers dial.

Camille Pack — US Trades Lead Discovery + GHL Push

Purpose: give Camille an independent weekly/monthly workflow to generate and push US trades prospects for the website-pivot offer, without asking John to run the scripts each time.

This pack is for US trades/home services, starting with Florida roofers. It is not the old clinic workflow.

What This System Does#

1. Finds US trades businesses from Google Places.
2. Keeps only businesses with proven demand:
3. phone number present
4. US address
5. operational business
6. minimum 30 reviews by default (raised from 15 — June 2026 qualification reset)
7. minimum 4.5 rating by default
8. 1-10 employees. No franchises. No businesses that already have an in-house marketing team.
9. Classifies website opportunity:
10. none = no website found
11. weak = basic hosted builder site
12. has_site = real website present
    This is used for script context, not as a hard exclusion rule.
13. Objective gap rule: a lead only qualifies for the call list if there is a concrete, specific gap — no website at all, or a website missing a clear conversion element (quote button, click-to-call, contact form, gallery). "Looks a bit dated" is not a gap. The automated website_opportunity score is a starting filter, not a final answer — Camille should eyeball the preview CSV and drop anything where the gap isn't objective before approving it for the caller.
14. Creates a preview CSV for Camille.
15. Pushes only selected prospects to GoHighLevel.
16. Avoids duplicates using GHL contact log + previous push logs.

Files Involved#

Scripts:

• tools/discover_us_trades_leads.py
• tools/push_us_trades_prospects_to_ghl.py
• tools/refresh_ghl_contact_log.py

Generated files:

• aurea-lead-generator/us_trades_leads.csv
• .tmp/ghl_contact_log.json
• .tmp/us_trades_push_preview_YYYY-MM-DD.csv
• .tmp/us_trades_pushed_YYYY-MM-DD.json

Important: do not use tools/push_cold_prospects_to_ghl.py for this workflow. That script is clinic-specific.

One-Time Setup#

Camille needs:

• this workspace on her machine
• Python 3
• access to the Aurea Growth GoHighLevel account
• a .env file in the workspace root with:

GOOGLE_PLACES_API_KEY=...
GHL_PRIVATE_TOKEN=...
GHL_LOCATION_ID=...

Do not send API keys inside normal email. Share credentials only through the approved secure channel.

Quick setup check:

python3 tools/discover_us_trades_leads.py --help
python3 tools/push_us_trades_prospects_to_ghl.py --help

If both help screens load, the scripts are available.

Weekly Workflow#

Step 1 — Refresh GHL Contact Log#

Run this before every push so duplicates are avoided.

python3 tools/refresh_ghl_contact_log.py

Expected result:

• .tmp/ghl_contact_log.json exists

If this file is missing, the push script will stop. That is intentional.

Step 2 — Discover New US Trades Leads#

Default Florida roofer batch:

python3 tools/discover_us_trades_leads.py \
  --state FL \
  --terms roofer "roofing contractor" "roofing company" \
  --target-new 300 \
  --max-searches 80 \
  --min-reviews 30 \
  --min-rating 4.5

Broader Florida trades batch:

python3 tools/discover_us_trades_leads.py \
  --state FL \
  --target-new 500 \
  --max-searches 160 \
  --min-reviews 30 \
  --min-rating 4.5

Output:

aurea-lead-generator/us_trades_leads.csv

Step 3 — Preview Before Push#

Default preview: all qualified prospects. A business having a website is not a blocker; it only changes the opener.

python3 tools/push_us_trades_prospects_to_ghl.py \
  --dry-run \
  --limit 50 \
  --state FL

This creates:

.tmp/us_trades_push_preview_YYYY-MM-DD.csv

Camille should quickly check:

• suggested_script_line is filled in
• no obvious franchise slipped through
• no business that looks like it has more than 10 employees or an in-house marketing team (check the site footer/about page if unsure)
• phone numbers look valid
• website_opportunity is present so the caller knows which opener to use
• the gap is objective — a missing website, or a missing quote button/click-to-call/contact form/gallery. Drop anything where the only issue is "looks dated."

This should be a quick QA pass, not deep research.

Step 4 — Push To GHL#

If preview looks good:

python3 tools/push_us_trades_prospects_to_ghl.py \
  --limit 50 \
  --state FL \
  --extra-tag caller

This pushes the contacts to GHL and writes:

.tmp/us_trades_pushed_YYYY-MM-DD.json

The script adds tags like:

• us-trades
• website-pivot
• us-trades-website-pivot
• fl
• search-term tag, for example roofer
• website-none, website-weak, or website-has-site
• quarterly tag, for example cold-prospect-2026-q2
• caller if added with --extra-tag caller

Step 5 — Send John A Batch Recap#

Send John:

US trades batch complete.

Discovered: [number if visible]
Pushed to GHL: [number]
State: FL
Niche/search terms: [roofers / all trades]
Preview file: [.tmp/us_trades_push_preview_DATE.csv]
Push log: [.tmp/us_trades_pushed_DATE.json]

Any issues:
- [none / describe error]

How The Caller Uses The Preview CSV#

The preview CSV includes:

• business name
• phone number
• city/state
• rating/review count
• website opportunity
• suggested script line

As of June 2026 there is one unified opener, not three variants by website status. The website_opportunity field still tells the caller what gap to reference, but the opening line itself does not change:

When I was looking at [TRADE] businesses in [AREA], your competitors showed up but I couldn't find yours. So I put something together. I'd love to share it and get your thoughts, but to tailor it properly — can I ask you a couple of quick questions?

The caller then asks two qualification questions before offering anything — see the live script at call-script.johntossou.workers.dev (Cold Call — Aubrey tab) for the full flow. The mockup is only offered after pain is confirmed in one of the two answers. No pain in either answer means a clean exit, not an info-send.

GHL Custom Fields (Required from Aubrey)#

After each qualified call, Aubrey must log these three fields before the lead is sent to Camille for the closing call:

1. Main pain point — in the prospect's exact words, not a summary. Camille reads this field instead of listening to the call recording.
2. Missing website/conversion element — the specific thing that's absent (no website / quote button / click-to-call / contact form / gallery).
3. Callback date, time, and timezone — double-check the EST/UK conversion before saving. This is the most common GHL booking error.

If these fields are missing, Camille will not build a custom mockup — she sends the generic template instead.

Cadence#

Recommended starting cadence:

• Weekly while testing the US trades model.
• Push 50 contacts at a time.
• Start with Florida roofers.
• Expand only after call results show enough connect/booked-demo volume.

Monthly mode:

• Run one broader batch.
• Push 100-200 contacts.
• Still preview first.

What Camille Should Not Do#

• Do not edit the scripts.
• Do not use the old clinic push script for US trades.
• Do not skip the GHL contact log refresh.
• Do not manually delete rows from CSV unless John asks.
• Do not change GHL custom fields. The trades push uses tags + notes only.

If John Wants Changes#

Most changes do not require editing code.

Use command options:

Different state:

python3 tools/discover_us_trades_leads.py --state TX --cities Dallas Austin Houston

Different niche:

python3 tools/discover_us_trades_leads.py --terms plumber "plumbing contractor"

More strict quality:

python3 tools/discover_us_trades_leads.py --min-reviews 40 --min-rating 4.7

Push more contacts:

python3 tools/push_us_trades_prospects_to_ghl.py --limit 100 --state FL

If a script itself needs changing:

1. Camille should not edit the Python file.
2. Send John the requested change.
3. John/Codex updates the script.
4. Camille pulls/receives the updated workspace.
5. Camille reruns --help and a dry-run before pushing again.

Troubleshooting#

Missing Google API key:

[error] GOOGLE_PLACES_API_KEY missing

Fix: check .env.

Missing GHL token/location:

[error] GHL_PRIVATE_TOKEN not set in .env
[error] GHL_LOCATION_ID not set in .env

Fix: check .env.

Missing GHL contact log:

[error] .tmp/ghl_contact_log.json not found

Fix:

python3 tools/refresh_ghl_contact_log.py

No leads found:

• lower target area restrictions
• increase --max-searches
• try another city
• try another trade
• do not lower rating below 4.5 or reviews below 30 unless John approves

Rate limit / API errors:

• wait a few minutes
• rerun with a lower --limit
• send John the exact error output

Current Recommended First Batch#

python3 tools/refresh_ghl_contact_log.py

python3 tools/discover_us_trades_leads.py \
  --state FL \
  --terms roofer "roofing contractor" "roofing company" \
  --target-new 300 \
  --max-searches 80 \
  --min-reviews 30 \
  --min-rating 4.5

python3 tools/push_us_trades_prospects_to_ghl.py \
  --dry-run \
  --limit 50 \
  --state FL

python3 tools/push_us_trades_prospects_to_ghl.py \
  --limit 50 \
  --state FL \
  --extra-tag caller

You are in Scripts mode for the US website-pivot offer. Use the US Trades script as the active caller script (call-script.johntossou.workers.dev). As of June 2026: Aubrey qualifies first with one unified opener and two qualification questions (leads through the site, missed calls/callback speed). No pain confirmed in either answer means a clean exit, not an info-send. If pain is confirmed, book Camille's closing call and log main_pain_point (exact words), missing_element, and callback date/time/timezone in GHL — Camille reads this instead of the recording. Camille now runs the full closing call herself, including the Stripe payment link send — John is technical escalation only. Mockup tiers: QUALIFIED (pain + callback booked) gets a custom mockup, INFO ONLY gets the generic template. Legacy clinic scripts are reference only.

Scripts

The active script is the US trades website-pivot script. It supports the current GHL push workflow from docs/Camille/us-trades-prospecting-pack.md.

Live operator URL: call-script.johntossou.workers.dev

US Trades Script#

Use this for the current US home-services push. One unified opener for every lead, then two qualification questions before offering anything. Aubrey runs Cold Call; Camille runs the Closing Call (including the Stripe payment send). No pain confirmed in either qualification answer means a clean exit, not an info-send.

Legacy Clinic Script##

Reference only. Do not use for the current US trades website-pivot push.

AUREA GROWTH - NORMAN CALL SCRIPT v5
=====================================
Cold outreach calls to UK aesthetics clinics

PURPOSE
- Book a short discovery call with John
- Or get the correct direct email or callback time
- Or exit cleanly
- Do not over-explain
- Do not argue
- Do not sound polished

BEFORE EVERY CALL
- Fill in if known: clinic name, decision maker name, clinic type, likely leak
- Best ICP: founder-led boutique aesthetics, skin, cosmetic dental, private treatment clinics
- Avoid: NHS-heavy, multi-site, highly gated practices when possible
- Never frame the call as a follow-up to a note, a letter, or a previous message unless they say that first
- Never mention marketing, campaigns, funnels, ROI, or agency language
- One thought per sentence
- If they sound rushed, shorten immediately

CORE RULES
- Sound warm, calm, and brief
- Start naturally, not apologetically
- Never talk for more than one short thought at a time
- Ask one thing at a time
- If they say send an email, ask only for the email or the right person, then stop
- If they invite you to leave a message, leave a short message
- If they say no twice, stop
- If they sound irritated, stop faster
- Never try to win the call
- Never stack explanations
- Never use clever wording


---
STEP 1 - WHO ANSWERED?
---

A) Voicemail -> VOICEMAIL
B) Reception / front desk -> RECEPTION
C) Owner / decision maker directly -> DECISION MAKER


---
VOICEMAIL
---

SAY:
"Hi, this is Camille calling on behalf of John Tossou. It's just a quick call about how enquiries are handled at the clinic when things are busy. If useful, please call us back. Thanks."

DO:
- Log as voicemail
- Set reminder for another attempt


---
RECEPTION
---

OPENING
SAY:
"Hello, can I speak to whoever handles the bookings there?"

IF they ask "What's it about?"
SAY:
"It's just a quick question about how enquiries are handled when the clinic is busy."

IF they ask again / push for more
SAY:
"John works with clinics on where enquiries get lost before they properly reach the diary."

IF they say "They're with a patient" / "Not available"
SAY:
"Of course. When is best to catch them?"
- If they give a time -> CALL BACK
- If they say email only -> EMAIL FLOW
- If they say "Do you want to leave a message?" -> LEAVE A MESSAGE

IF they say "Send an email"
SAY:
"Of course. Who should I address it to directly?"
- If they give a name -> "Perfect, thanks."
- If they only give a general inbox -> "No problem, I'll send it there."
- Then stop

IF they say "We already have someone" / "We already have a team"
SAY:
"Understood. This isn't about replacing anyone. It's just a quick question about the enquiry side."
- Then ask once: "Would you be able to put me through for 30 seconds?"
- If no -> EMAIL FLOW or EXIT

IF they say "Not interested"
SAY:
"No problem at all. Thanks for your time."
- EXIT

LEAVE A MESSAGE
SAY:
"Yes please, just let them know Bhavisha from Aurea Growth called. It's about how enquiries are handled at the clinic. Thanks."

IF it's voicemail or a recorded system saying "leave your message after the tone" or similar
SAY:
"Hi, Bhavisha from Aurea Growth. Just a quick call about how enquiries are handled at the clinic. Please call us back when convenient. Thanks."
- Then stop

EMAIL FLOW
SAY:
"Perfect. I'll send that over."
- Do not keep pitching
- Do not ask extra questions unless needed to send the email


---
DECISION MAKER
---

OPENING
SAY:
"Hi, Camille here calling on behalf of John Tossou. Quick question, when a patient enquires while you're in the middle of treatment, how does that usually get handled?"

Then stop and listen.

PITCH
After they answer:
1. reflect what they said briefly,
2. explain the gap briefly,
3. ask for a short call.

Example:
"Right, I see. That's exactly the point John looks at. A lot of clinics mean to call people back later, but by then some of the better patients have already gone elsewhere. He just helps tighten that part up so the right enquiries reach the diary properly. Would a short chat this week be worth it?"

If they lean in:
SAY:
"It only needs ten minutes."


---
OBJECTIONS
---

"What exactly is this about?"
-> "It's about where enquiries get lost before they properly reach the diary."

"What do you do?"
-> "John looks at how clinics handle enquiries and where bookings leak before they reach the diary."

"Is this a sales call?"
-> "It's a cold call, yes, but the reason is simple. John helps clinics tighten the point where enquiries get lost."

"Send me more information"
-> "Of course. What's the best email?"
- Once they give it: "Perfect. I'll send that over."
- Stop there

"Not interested"
-> "Understood. Thanks for your time."

"We already have someone"
-> "Understood. This isn't about replacing them. It's about the part between the enquiry coming in and the diary being protected properly."
- Then ask once: "Would a quick look be worth it?"
- If no: exit

"We're happy as we are"
-> "Good to hear. The only reason for the call is that this is often the part clinics think is fine until someone looks closely."
- Then ask once: "Would you at least want to understand it?"
- If no: exit

"I'm with a patient" / "I'm busy"
-> "Of course. When's better, later this week or early next week?"

"Call me back another time"
-> "Of course. What suits you best?"

"We don't have the budget"
-> "Understood. John's call is diagnostic. He just wants to show you what he sees."
- Ask once only if tone is open

"How did you get my number?"
-> "We work with clinics in the space, and John asked me to reach out directly."

"We tried agencies before"
-> "Understood. This isn't an ads conversation. It's about how enquiries are handled once they come in."

"I'm not the decision maker"
-> "No problem. Who is best to speak to about the enquiry side of the clinic?"

"Are you AI?" / "Are you a robot?"
-> "I'm calling on behalf of John about how the clinic handles enquiries."
- If they ask again and sound hostile: "No problem, I'll leave it there. Thanks."
- Do not argue
- Do not deny repeatedly


---
MICRO-COMMITMENT
---

Use only if they are not cold and not hostile.

SAY:
"Does that sound like something you'd at least want to understand?"

If yes -> SECOND ASK
If vague -> PATTERN INTERRUPT
If no -> EXIT


---
PATTERN INTERRUPT
---

Use only with a real decision maker, not reception.

SAY:
"Out of curiosity, how are you currently filtering enquiries before they reach the diary?"

Let them answer.
Then bridge back:
"Right, that's exactly the bit John looks at."

Then:
"Worth ten minutes this week?"


---
SECOND ASK
---

SAY:
"Would earlier or later this week suit you better?"

If yes -> BOOKED
If no -> EXIT


---
BOOKING
---

STEP 1 — Timing gate (ask before offering a slot)
SAY:
"One last question: is this something you want to get ahead of now, or are you OK leaving it as it is for a bit longer?"

If they say later or not sure:
SAY:
"No problem. I will send some information over for when the timing is right. What is the best email?"
-> Go to EMAIL end state. Do not book.

If they confirm it is active now:
SAY:
"Perfect. Are you free for a quick 20 minutes with my boss John this week — does Thursday or Friday work?"

STEP 2 — Lock the slot
"And is morning or afternoon usually better?"

If they give an exact time:
Repeat it back once only.
"Perfect — so John will call you Thursday at 3pm on this number."

STEP 3 — Handoff confirmation
SAY:
"So when John calls, he will be calling about [their specific problem]. You will be expecting that call at [day/time], right?"

STEP 4 — Investment question (do not skip)
SAY:
"Last thing — is there anything specific you want John to look at before he calls? I will make sure he has that context."

Log their exact answer in GHL. This is what John opens with.

STEP 5 — Commitment close
SAY:
"I will send you a reminder on the morning of the call with John's direct number. Does this number work for that text?"

If yes: "Perfect."
If no: ask for the right number.
This is a micro-commitment. When they confirm the reminder, they own the meeting.

STEP 6 — Zeigarnik close (the last thing you say)
SAY:
"Got it. I will make sure John has that before he calls — he will come in with a specific thought on it. Speak soon."

This creates an open loop (what will John find?) that makes the prospect more likely to show up.

Do not add anything after this. Stop talking.


---
EXIT
---

SAY:
"Understood. Thanks for your time."


---
END STATES
---

BOOKED
DO:
- Note name, best number, day/time, email
- Note their specific problem word for word
- Note timing confirmed: ACTIVE NOW (not future)
- Note their answer to the investment question word for word
- This is what John opens with — if it is missing, the booking does not count

QUALIFYING NOTE — must pass before logging as booked:
PASSES: "Runs ads but 30-40% of leads go cold before follow-up. Wants to fix it now."
PASSES: "Gets Google enquiries but no-shows eating diary time. Pre-booking qualification needed. Active now."
FAILS: "Interested in marketing." — no problem, no timing
FAILS: "Said it sounded good." — vague, not a booking reason
FAILS: "Seemed open." — no commitment confirmed

CALL BACK
DO:
- Note best callback window

EMAIL
DO:
- Note email
- Stop

EXIT
DO:
- Log outcome cleanly

Legacy Camille Clinic Script##

Reference only. This is the older clinic calling framework.

AUREA GROWTH — CAMILLE CALL SCRIPT v3.3

Simple reference document for outbound calling and callback handling.
Use this document to prepare leads, call clinics, classify outcomes, and move the right follow-up forward.

Core Rule##

Call every day.

There is no fixed calling window.
If afternoons work better, use afternoons.
If another time works, use that.

The rule is simple:

• call every day
• move fast
• keep the CRM clean
• use the right angle
• set the right custom disposition after the call

Weekly Target##

Minimum: 50 calls per week

That is not for this week only.
That is the standard.

More is better.

Before You Call — 5 Minutes Max##

Open the clinic in GHL and confirm the core information first.

A. Base Information##

Check these first:

• Contact Name
• Contact Phone Number
• Email
• Business Name

If something is obviously wrong, incomplete, generic, or unusable, fix it before calling.

B. Reference Custom Fields##

Then check these exact custom fields in GHL:

• decision_maker
• booking_system
• primary_issue
• meta_ads
• google_ads
• team_structure
• worth_mentioning

These are the reference fields.
They must be usable before the lead is truly call-ready.

That does not mean deep research.
It means fast, practical verification.

Then dial.

How To Find The Information Quickly##

Use the fastest source possible. Do not over-research.

1. Google Ads##