# RankWiz Brand Voice Guidelines

## Tagline

**"The WordPress SEO tool that closes the loop between analysis and proof."**

## Three Voice Pillars

| Pillar | What it means | What to avoid |
|--------|--------------|---------------|
| **Real data, not estimates** | Always cite Google Search Console as the source. Use "real traffic data" not "insights" or "analytics". | Don't say "estimates" or "predictions" — RankWiz uses actual GSC metrics. |
| **Included, not add-on** | Features ship as part of the product, not bolt-ons. WordPress publishing, ROI tracking, and AI generation are core — not premium extras. | Don't frame features as "bonus" or "extra". Don't say "powered by X" without context. |
| **Measured, not claimed** | Every recommendation has a before/after measurement. Outcomes are tracked, not assumed. | Don't use vague outcome language ("improve your rankings"). Show the delta. |

## Tone

**Authoritative but accessible — not academic, not salesy.**

- Write for a working SEO professional or agency owner, not a beginner or an exec
- Direct sentences. Short paragraphs. No jargon without definition.
- Never use superlatives without data ("the only tool that..." requires proof)
- Urgency comes from the user's problem, not from artificial pressure

### Good examples

> "Diagnose Traffic Drops. Fix with AI. Prove the ROI."

> "See what's hurting your rankings — free, no credit card"

> "RankWiz reads your real GSC traffic data, spots declining pages, generates AI rewrites, and measures ROI."

### Avoid

> "Transform your SEO strategy with cutting-edge AI-powered insights!"

> "Unlock the power of data-driven content optimization today!"

## Hero Copy Framework (Three-Act)

For feature and use-case pages, use this structure:

1. **Diagnose** — what problem does the user have right now? Name the pain.
2. **Fix** — what does RankWiz do about it? Be specific about the mechanism.
3. **Prove** — what measurable outcome follows? Quantify where possible.

Example: *"Manual reporting eats your margins → Connect every client site in under 5 minutes → Track before/after ROI on every change you publish."*

## CTAs

All CTA labels live in `resources/js/config/cta-labels.ts`. Do not write new CTAs inline — add them there and import.

Key principles:
- Lead with the user's gain, not the product's feature
- "Free" appears early when true — users scan for it
- Never use "Sign up" as a primary CTA — it's transactional, not benefit-led

## Use-Case Page Standards

When writing for a specific persona (Agencies, E-commerce, Consultants):

- Open with the **specific pain** that persona knows in their day-to-day work
- Include **at least one quantified outcome** (time saved, conversion rate, setup time)
- Do not use generic "improve SEO" benefit statements — name the mechanism
- Agency pages: reference white-label, multi-site, and team access specifically
- E-commerce pages: reference product page recovery, thin content, and category cannibalization

## Social Proof Standards

- Only publish testimonials with a verifiable source (LinkedIn, email with permission, G2)
- Include first name + last initial at minimum; company name preferred
- Avoid initials-only attribution ("S.K.") — it reads as fabricated
- Fallback copy while real testimonials are collected: *"More verified reviews coming soon — see our [free analysis tool]() to test it yourself."*

## Competitive Positioning

- Position against tools by **what they lack**, not by attacking their quality
- Acknowledge where competitors genuinely excel (see `resources/js/data/competitors.ts` `competitor_strength` rows)
- For Rank Math and Yoast: position as **complementary**, not a replacement — they handle on-page signals; RankWiz adds the traffic-analysis layer
- Lead with price anchoring on comparison pages: *"RankWiz Pro: $49/mo vs. [Competitor]: $X/mo"*