Content spine
Built on the Local AI SEO Toolkit
Something I built a while back. Has all the fundamentals of local SEO: Master NAP, GBP Audit, page templates (service / about / case study), EEAT Checklist, LocalBusiness Schema prompt, Finding Links prompt, 20 Blogs prompt. The toolkit IS the curriculum, productized as the 2-day workshop + 6-month program.
Open the Local AI SEO Toolkit →
The promise we must deliver
3 live pages per attendee by lunch on Day 1
1Who it's for
For the workshop to work, the room needs to be one crowd, not two. Tight fit criteria is the single most important filter.
Lawrence strongly recommends: no ecommerce in Pilot 1
If ecom comes in, we're teaching two playbooks in one room (service+location vs product+collection, local SEO vs transactional, GBP vs merchant). Both groups get watered down. Run a dedicated ecom workshop later instead.
Approve
- WordPress only (standard theme)
- Thin content / no SEO done yet
- Service-based biz (law, HR, tradies, clinics, allied health, professional services)
- Founder attending, not a marketing manager
- Defined service area or geography
- Trading 6+ months with existing customers
- Under $1M revenue (founders pricing)
- Has CMS + domain + GBP access
- Buys Claude Pro ($20/mo) + $50 stack
- Can attend Melbourne both days
- Okay with being featured if they win
Reject
- Not WordPress (Wix, Squarespace, Webflow, Shopify)
- Ecom or product-led
- Already ranks page 1 for core terms
- Already heavily optimized
- No customers / pre-revenue
- Can't attend in person
- SEO agency or pro reselling
- National brand with no local angle
- Won't commit to Claude + 6-month program
- Under 6 months trading
- Planning to sell the business soon
2What they walk away with (Locked Promises)
Every item below was promised in an ad script, the VSL, or the application email. If any is missing, Tailfeather Guarantee triggers.
Caveat on citations
Citations reference the ORIGINAL SCRIPTS (VSL, DR-01 to DR-18, RT-01 to RT-13, App Email). The final filmed ad videos still need to be re-reviewed to confirm every promise below actually shipped and wasn't cut or softened in edit.
Day 1
- 3 live pages published by lunch (VSL §4, DR-03)
- $50/mo stack set up on their laptop (DR-04)
- Hawk Academy skill pack in their Claude (VSL §4, DR-03, DR-18)
- Full keyword + content plan (App Email, VSL §7)
- Site architecture mapped (DR-03)
Day 2
- Pages cited-ready for AI Search (VSL §4, DR-03, DR-11, App Email)
- Signed 90-day plan (App Email)
6 months of support
- Community platform access (App Email, DR-13, VSL §4)
- Weekly advisory call (VSL §4, DR-13, App Email)
- Same-day responses from real humans (App Email, DR-13)
- Algorithm update digests (VSL §4, DR-13)
Honest timelines
- Pages indexed: days (RT-04)
- Impressions: 1-2 months (RT-04)
- Meaningful traffic + leads: 3-6 months (RT-04)
- SEO compounds — month 6 ≠ month 1 (RT-04)
- Not instant, but it's an asset (RT-04, DR-01)
Source legend: VSL = Video Sales Letter. DR-## = Direct Response ads. RT-## = Retargeting ads. App Email = Application confirmation email. Citations = original scripts, not final filmed videos.
3Extras we can provide (Team Additions)
These weren't promised in any ad. They're bonuses we're layering on to make the workshop stronger. If scope gets tight, these are the first things to cut or push to the 6-month program. They don't trigger Tailfeather Guarantee.
Day 1 extras
- Main landing page improved
- Technical fix list from site crawl
Day 2 extras
- Simple citations + NAP consistency check
- Case studies page live with 3-5 stories
- Reviews page + Google review email automation
- GBP fully optimized (photos, posts, Q&A)
- Contact page live (map + form + NAP)
- Lead pipeline spreadsheet in use
Support extras
- Monthly 1:1 with pod coach (15 min)
- Hawk OS skill updates dropped monthly
4Day 1: Build
Pre-built pack revealed at 11:00. Attendee injects Creative Fuel (founder story, customer language, photos). 3 pages go live before lunch.
Day 1 Running Order
Opener → Stack → Build → Publish
8:30
Arrival, coffee, coach pods (1:15)
Pods live
9:00
Opener (Harry on stage): AI Search + SEO shift, CPL math, why now
Mindset lock
9:30
$50/mo stack: Claude Pro + GSC + GA4 setup
Stack running
10:00
Install Hawk Academy skill pack into their own Claude
Skills live
11:00
Reveal pre-built pack: 3 pages drafted for you from toolkit templates
Pack walkthrough
11:15
Creative Fuel injection: founder story, customer words, photos, differentiation
Pages personalized
12:00
Schema generation: LocalBusiness + Service + FAQ schema added to each page via skill #6
Schema live on pages
12:15
PUBLISH: 3 pages go live + submit to GSC
3 LIVE URLs
12:30
Lunch (attendees watching their live URLs)
13:30
Keyword methodology: reverse-engineer your plan
Methodology learned
14:30
Site architecture (hub + spoke for service biz)
Site map
15:45
Landing page quality + fix their main page
Main page v1
16:30
Technical fundamentals + crawl fixes
Fix list
17:15
Day 1 wrap + Day 2 preview
Day 2 ready
5Day 2: EEAT + Trust + Convert
Every block adds a trust signal. Backlinks → Case studies → Reviews → GBP → Contact → Lead tracking.
Day 2 Running Order
Trust → GBP → Convert
9:00
Indexing check on yesterday's pages + GSC wins
Live tweaks
9:15
Simple citations + NAP consistency check: social profiles + directories, make sure business details match everywhere
Citations queued
10:00
Case studies page: build 3-5 case studies using toolkit template
Page live
11:15
Reviews page + Google review email automation (Hawk OS skill)
Page + automation live
12:15
GBP Part 1: claim + NAP + categories + services + hours
GBP foundation
14:00
GBP Part 2: live photo uploads, posts, Q&A, Insights
GBP fully populated
15:45
Contact page: map + form + NAP + trust
Contact live
16:15
Lead tracking: form-to-inbox + Pipeline spreadsheet
Pipeline active
16:45
90-day plan written per business
Plan signed
17:15
6-month support handoff + first call booked
Onboarded
17:45
Close + group photo
Graduated
6Still to decide
- Hawk OS readiness. Can the pre-build sprint actually produce 3 ready-to-publish page drafts per attendee using toolkit templates? 180 hours per cohort if not automated. Who owns the build sprint?
- Semrush access on the day. Pre-pull during pre-build + rate-limited skill for ad-hoc queries. Confirm API plan.
- 4 coaches locked in? Lawrence + Charbel + 2 more. Who?
- Melbourne venue + date?
- Community platform: Slack, Circle, or Discord? Weekly call day/time?
- Skill #9 (GBP posts + review request email automation): who builds it, by when?
- 3 anchor service case studies: picked, documented, ready to teach from?
- One-sentence outcome: what should an attendee say about the workshop 30 days later?
- Certification / LinkedIn badge: yes or no?
- Re-audit all deliverables against final filmed ads. Current citations reference original scripts. When ads are locked in edit, we need to cross-check every promise in Section 2 against what actually shipped. Any promise that was cut in edit gets demoted to Team Add (Extras), any new promise added in edit gets promoted to Locked Promise.