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)
  • 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
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 methodology: reverse-engineer your plan
Methodology learned
14:30
Site architecture (hub + spoke for service biz)
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

Every block adds a trust signal. Backlinks → Case studies → Reviews → GBP → Contact → Lead tracking.

Day 2 Running Order

Trust → GBP → Convert
9:00
Live pages review: check yesterday's 3 pages are rendering correctly, fix any display issues (indexing + GSC wins won't show yet, that's fine)
Pages verified
9:15
Simple citations + NAP consistency check: social profiles + directories, business details matching
Citations queued
9:45
Service marketplaces + pricing listings: HiPages / Oneflare / Bark / Clutch / Trustpilot / industry directories (listing them + their prices / service packages)
Marketplaces live
10:00
Case studies page: build 3-5 case studies using toolkit template
Page live
11:00
Break
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
13:00
Lunch
14:00
GBP Part 2: live photo uploads, posts, Q&A, Insights
GBP fully populated
15:30
Break
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

6Decided

7Still to decide

  1. Skill pack build sprint: who owns building out the 9 Hawk Academy skills + what order are they built in? Timeline to pilot-ready?
  2. Skill #9 (GBP posts + review request email automation): who builds it, by when?
  3. 3 anchor service case studies: picked, documented, ready to teach from?
  4. SERanking API access: confirm StudioHawk plan supports it + rate-limit approach for the skill
  5. Junior coach shadow: pick a specific person, confirm capacity
  6. Skool setup: workspace created, weekly call day/time locked, onboarding flow built
  7. One-sentence outcome: what should an attendee say about the workshop 30 days later?
  8. Certification / LinkedIn badge: yes or no?
  9. 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.