Hawk Academy Workshop

Pilot 1: Melbourne. Built from the Local AI SEO Toolkit.

When
2 days + 6 months support
Where
Melbourne only
Who
60 founders, 4 coaches
Price
$3,500 founders
Guarantee
Refund + $500
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. If we see a lot of ecommerce or SaaS applications come through, we can pivot our approach to that vertical for Pilot 2 instead of another service cohort.

Approve

  • WordPress only (standard theme)
  • Supported page builder: Elementor, Divi, Oxygen, Bricks, Beaver Builder, or native Gutenberg
  • 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 full access: WordPress admin + domain registrar + hosting (GoDaddy, Kinsta, SiteGround, WP Engine, etc.) + GBP ownership
  • 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
  • Real estate agents (different playbook, excluded from pilot 1)
  • 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-Homework (T-7 to T-1)
Mission-critical pre-homework. Don't show up without it.
  1. Claude Pro account purchased and active (on their own login, $20/mo, attendee pays)
  2. 1-hour "Core Concepts of SEO" video watched (dummy-proof primer we record so everyone arrives with the same floor)
  3. Customer ICP + 10 questions their customers are actually asking (pulled from sales calls, DMs, emails, support requests)
  4. 3-4 recent client/sales call recordings (Fathom or Otter transcript fine). Feed into Claude during the 14:00 topical map block — extract JTBDs, pain points, customer language.
  5. All logins working, on their laptop: WordPress admin + page builder (Elementor / Divi / Oxygen / Bricks / Beaver Builder) + hosting provider (GoDaddy, Kinsta, SiteGround, WP Engine) + Gravity Forms (or similar) + Google Analytics (GA4) + Google Search Console + Google Business Profile + Claude Pro

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
10:45
Break
11:00
Launch the 3-page build: attendees use their skills + pre-work briefs to build their own pages. Pre-built drafts sit as a coach-held backup.
Builds started
11:15
Creative Fuel injection + coach rotation: founder story, customer words, photos, differentiation. Coach pulls in pre-built backup if an attendee is stuck.
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 research methodology: reverse-engineer your pre-built plan so you can do it yourself
Methodology learned
14:00
Topical map: feed in their customer calls + 10 questions pre-work, extract JTBDs and pain points, pair each with keyword data, convert into content recommendations (problem-aware / solution-aware angles)
Topical map drafted
14:45
Site architecture: services + blog content strategy (hub + spoke, mapping topical map to pages)
Site map
15:30
Break
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

New order per team session: GBP first → Reviews → Case studies → Link building (directories + citations + traditional + digital PR bundled) → Analytics/GA4 → Lead tracking → Sales principles → Close.

Operational expectation: ~60% of attendees will get things done live, ~40% will hit tech snags (plugin conflicts, hosting quirks, missing access). Snag attendees get funneled to the weekly support stream. Coaches keep the room moving. If we survive the first 3 hours, we're through the hardest part.

Day 2 Running Order

GBP → Trust → Links → Analytics → Convert
9:00
Live pages review: check yesterday's 3 pages are rendering correctly, fix display issues (indexing won't show yet, that's fine)
Pages verified
9:15
GBP Part 1: claim + verify, NAP consistency audit, categories (primary + up to 10), services (20+ via toolkit prompt), hours, attributes
GBP foundation
10:00
GBP Part 2 + 2026 rules: live photo uploads (5-10, real not stock), first post live, Insights walkthrough. 2026 compliance: staff mention ban (no asking for names in reviews), no review quotas, Q&A feature discontinued (move to website FAQ), 30-day freshness requirement, stock photo audit, AI enforcement reality (292M reviews blocked in 2025)
GBP live + 2026-compliant
10:45
Break
11:00
Reviews page + curation system: neutral request email automation (no sentiment filtering per 2026 rules), happy-customer trigger flow, best-reviews auto-display on site, response templates. 2026-compliant: no staff names, no quotas, systematic not manipulative
Curation system live
12:00
Case studies page: teach with StudioHawk + real client examples as templates. Build 3-5 case studies from their own wins. If no stories ready, call their clients live during the block. Post-workshop homework: get to at least 5 case studies published
Page live + call-backs queued
13:00
Lunch
14:00
Link Building (90 min bundled): citations + NAP consistency (Whitespark for buying citations), service marketplaces (HiPages / Oneflare / Bark / Clutch), industry directories with pricing, manual guest post outreach (ask for a price, negotiate one by one), FatJoe / NoBS shown as cheap options with quality warnings, digital PR + RAIDS protocol (Claude skill for outreach). Or do it through StudioHawk (partnership/upsell path).
Link plan + 10+ targets
15:30
Break
15:45
Analytics full stack (60 min, lots of time for tech snags): GA4 core + GTM setup + form tracking (Gravity Forms for WordPress) + Looker Studio dashboard connected to GSC + GA4. The 3 weekly reports they check forever.
Tracking end-to-end
16:45
Contact page: map + form + NAP + trust signals (pulls everything together)
Contact live
17:00
Lead tracking: form-to-inbox + Pipeline spreadsheet. Close with "when you outgrow it look at Go High Level" (partnership opportunity)
Pipeline active + GHL flagged
17:15
3 Principles of Sales: (1) call quickly, (2) have a process + criteria, (3) follow up. Because SEO brings leads but sales closes them.
Sales mindset locked
17:30
90-day plan + 6-month support handoff + first call booked
Onboarded
18:00
Close + group photo
Graduated

6Decided

7Still to decide

  1. Skill pack scope: exact count TBD, keep it flexible. Anchor set so far: Keyword research + Content cluster (Blogs / Service Page / Case Study / About) + Setup Skill (first-time onboarding orchestrator) + Schema + AI Search rewriter + GSC monitor + GBP/review curation. Who owns the build sprint + what order?
  2. 1-hour "Core Concepts of SEO" video: who records it (Harry?), what's in it, when does it ship so pre-work goes out 14 days ahead?
  3. Coach specialization: assign each coach a vertical or CMS depth (e.g. Clara = tradies on Elementor, Charbel = clinics on Gutenberg) so pods can be pre-matched to coach expertise?
  4. Keyword tool stack: SERanking confirmed for pre-pull. keyword.com flagged as alternative for rank tracking. Which one is shipped in the skill + which is a "nice to have" reference?
  5. Looker Studio template: pre-build a cohort dashboard template attendees can copy + plug their GSC and GA4 into?
  6. Digital PR / RAIDS Claude skill: build a skill that runs the RAIDS protocol (research, angle, ideate, deliver, sell) for outreach? Part of the skill pack or post-workshop?
  7. Deck: Harry's brief for the opener + slide deck across both days — who drafts, when's the review?
  8. Testimonials capture: set up testimonial capture on Day 2 close (short recorded quote) to fuel marketing for pilot 2.
  9. Page builder compatibility: page skills + templates need to output content that works across Elementor, Divi, Oxygen, Bricks, Beaver Builder, and Gutenberg. Which builders are officially supported at pilot launch vs added later? Decide on the template output format (shortcode, block, HTML copy-paste).
  10. Skill #9 (GBP posts + review request email automation): who builds it, by when?
  11. N8N workflows — what are we actually building? Candidates: review request automation, lead capture (form → spreadsheet → notification), content publish pipeline (Claude draft → WordPress), GBP post scheduling, site uptime monitoring, weekly GSC digest. Which make the cut for pilot 1 vs parked for later? Skill vs workflow decision: some of these could be Claude skills instead of n8n.
  12. 3 anchor service case studies: picked, documented, ready to teach from?
  13. SERanking API access: confirm StudioHawk plan supports it + rate-limit approach for the skill
  14. Junior coach shadow: pick a specific person, confirm capacity
  15. Skool setup: workspace created, weekly call day/time locked, onboarding flow built
  16. One-sentence outcome: what should an attendee say about the workshop 30 days later?
  17. Certification / LinkedIn badge: yes or no?
  18. What if the cohort caps out (more than 60 approved applications)? Options: (a) waitlist for pilot 2 Melbourne, (b) run a back-to-back second Melbourne cohort the following week, (c) raise the price to slow demand and hold at 60, (d) open Sydney earlier than planned, (e) offer overflow applicants a lighter async version (recorded + community only, different price). My vote: waitlist + run a pilot 2 back-to-back if volume warrants. Protects the pilot learnings before scaling.
  19. Re-audit all deliverables against final filmed ads. Current citations reference original scripts. When ads are locked in edit, cross-check every Section 2 promise against what actually shipped. Cuts get demoted to Extras, additions get promoted to Locked Promise.