This material is a methodology and reference set. It is not an advertising service, a performance guarantee, or legal or financial advice. The HouseSmart material is a worked case study demonstrating the method — no market results are claimed for it.

seo

• MG-SEO-001 Every page declares a unique title of 60 characters or fewer that names the offer and the audience. Titles are truncated in results; the promise and the audience must both survive the cut. Must
• MG-SEO-002 Every page declares a meta description of 158 characters or fewer stating the problem timing and who the offer serves. The description is the second headline; it earns the click by naming the moment the offer matters. Must

hero

• MG-HERO-001 The hero eyebrow is uppercase and names the category or audience without repeating the H1. The eyebrow sets context so the H1 can spend all its words on the promise. Must
• MG-HERO-002 The H1 carries exactly one promise, stated at the LAKA change level the position claims. Two promises split attention and undercut both; a promise above the claimed level cannot be delivered. Must
• MG-HERO-003 The hero subhead reframes what the object purchased really is before describing the seller's role. A category shift is taught by redefining the object first — 'a smart home is not a collection of devices'. Should

cta

• MG-CTA-001 Every CTA label begins with a verb and names the action's object — 'Assess My Project', not 'Learn More'. Verb-first labels state the commitment being made; vague labels transfer the thinking to the buyer. Must
• MG-CTA-002 Each page has exactly one primary CTA destination, repeated in the hero and the final CTA. Multiple primary routes on one page turn a funnel into a directory. Must
• MG-CTA-003 Secondary CTAs route to explanation (the mechanism), never to a second conversion path. The secondary path serves visitors who are not ready — it deepens belief instead of splitting intent. Should

structure

• MG-STRUCT-001 Each funnel page carries exactly one promise; supporting sections elaborate it and never introduce a second offer. Pages that sell two things sell neither; extra offers belong on their own stage pages. Must
• MG-STRUCT-002 The problem section precedes the mechanism section wherever both appear. A mechanism presented before its problem reads as a feature list; the problem earns the mechanism. Must
• MG-STRUCT-003 Every audience segment named at the position stage receives its own block and its own CTA on the homepage. A segment without a route silently exits the funnel. Must
• MG-STRUCT-004 Process steps number between three and seven and are named with imperative verbs. Below three the method looks trivial; above seven it looks unmanageable. Should

voice

• MG-VOICE-001 Copy names structural causes, not competitors — 'device-first planning', never a rival brand. Attacking competitors validates their category; naming the structural failure builds the new one. Must
• MG-VOICE-002 The core mechanism keeps one proper name used identically on every page and in every email. A mechanism renamed per page is not a mechanism; repetition is what makes it an asset. Must
• MG-VOICE-003 Urgency is grounded in real irreversibility — closing decision windows — never in manufactured scarcity. Construction deadlines, budget cycles and decision freezes are honest urgency; countdown timers are not. Should

honesty

• MG-HON-001 Claims are limited to what the offer operationally delivers; no invented statistics, testimonials or awards. A funnel built on fabricated proof converts once and refunds forever. Must
• MG-HON-002 FAQ answers state boundaries — what is not included, when the offer does not fit — not just reassurance. Boundary answers pre-qualify and build the trust that closes the qualified. Must
• MG-HON-003 Booking and intake pages state what the lead must not send before an engagement exists (credentials, codes, private data). Refusing data you cannot protect is both a security control and a trust signal. Must

email

• MG-EMAIL-001 Each nurture email teaches exactly one idea and ends in exactly one CTA. One idea per email keeps the sequence readable and makes each send measurable. Must
• MG-EMAIL-002 Subject lines stay under 60 characters and pose a stake or decision, without clickbait punctuation. Subjects that name a real decision get opened by leads who face it — which is the segmentation. Must
• MG-EMAIL-003 The sequence escalates from education to invitation; only the final email asks directly for the booking. Early asks burn the list; the direct invitation lands because the prior emails earned it. Should

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