1. Brand System

Positioning

"Your Lawn's Beautician" — a salon for your yard. Playful salon language layered over visibly professional work. The words carry charm; the visuals (crisp stripes, sharp edges, real equipment) carry credibility. Never camp for camp's sake — the 60-year-old ranch-property owner must still feel this is the most professional crew in the valley.

Palette (validate against client logo when files arrive)

Typography

• Headings: 'Segoe UI'/system-ui sans, 600–700 weight
• Body: system sans (site) — clean and modern; the Georgia serif stays reports-only
• Accent script (sparing): a single friendly script/casual font for salon-flavored callouts ("Fresh Cut!", "Makeover time") — one Google Font max, subset + preloaded

Voice

• Warm, confident, lightly funny. Salon metaphors as seasoning, not the whole meal.
• Vocabulary bank: "makeover," "trim & style," "standing appointment," "root treatment," "fresh cut," "walk-ins welcome" (one-time jobs), "the chair" (the schedule), "lawn spa day" (premium bundle).
• Rules: never mock the customer's lawn; always celebrate the transformation. Plain English for the 50–70 demo — no jargon, short sentences.

Taglines by context

• Hero: "Your Lawn's Beautician."
• Sub: "Professional lawn care for Delta, Montrose, Olathe & Cedaredge."
• CTA buttons: "Book Your Lawn's Appointment" / "Get My Free Quote"
• Review ask: "Loved your fresh cut? Tell your neighbors →"

2. Mascot — Design Brief

Alternates (present to client, let them pick):

• "Marilyn Mower" — a retro mower with cat-eye sunglasses and a salon-chair seat. More prop-like, funnier, harder to pose expressively.
• "Buzz" — a hummingbird with scissor-tail feathers (CO native bird angle). Cute but weaker tagline link.

Kit deliverables (Rowdy pattern)

1. Master character sheet — front, 3/4, side; 6 expressions (happy, proud, shocked-at-overgrown-lawn, wink, thumbs-up, winter-bundled)
2. Seasonal variants — spring (watering can), summer (sunglasses + mower), fall (rake + leaf pile), winter (santa hat + string lights / snow shovel)
3. Poses for cards: pointing at tip text, "before/after" presenter, phone-in-hand ("book now"), scissors-snip action
4. Formats: transparent PNG @2x, SVG where possible, square avatar crop, wide banner crop
5. Animation-ready: separated layers for the PIL/animation card pipeline (same build system as the Rowdy cards)

Usage ladder: social avatar → tip cards → animated shorts bumpers → yard signs / door hangers → truck decal → Deltarado Days costume (stretch goal, client buys).

3. Website Storyboard (page by page)

Global elements

• Header: logo left, nav (Services · Service Areas ▾ · About · Reviews · Contact), rose CTA button "Free Quote" always visible; mobile: hamburger + sticky bottom call/quote bar (tap-to-call 970-596-0067)
• Seasonal ribbon (config-driven, one line of JSON): e.g. Oct: "🎄 Holiday light install slots are filling — book by Nov 1" → links to seasonal page
• Footer: NAP block (schema-consistent), service-area links (SEO), hours, social, review CTA, "Locally owned by Steve & Brittany Miracle — Delta, CO", Vivere credit
• Floating bits: back-to-top; subtle scroll-reveal animations (framework standard)

index.html — "The Salon Floor"

1. Hero — full-bleed best before/after or striped-lawn photo; H1 "Your Lawn's Beautician."; sub with towns; two CTAs: "Get My Free Quote" (rose) + "See Makeovers" (ghost). Blade mascot peeking from corner (subtle, dismissible on mobile).
2. Trust bar — dark green band, gold numbers: ★ rating · years serving the valley · towns covered · "Licensed & insured" (confirm claims with client)
3. Services grid — 4 cards (Mowing & Maintenance / Landscape Trimming / Irrigation / Snow Removal) + seasonal 5th card that swaps by month (Lights / Cleanup / Aeration). Each: icon, 2 lines, "details →"
4. The Beautician Difference — 3 columns: Communication ("we text back"), Detail ("edges so sharp they could cut hair"), Local ("your neighbors, literally")
5. Makeover strip — horizontal before/after slider (3 jobs), salon-framed captions
6. Reviews carousel — the 4 real testimonials (Cliff, Rhonda, Carl, Marilyn) with first names + towns; link to Reviews page + Google profile
7. Service area map section — stylized map with the 4 towns as pins → area pages
8. Quote form (anchor #quote) — the smart form (see §4)
9. Pre-footer band — "Ready for your lawn's glow-up?" + phone + CTA

services.html — "The Service Menu" (salon-menu framing)

Menu-styled sections, each with: what's included, who it's for, cadence, "from" pricing IF client approves showing prices (else "quoted free in 60 seconds"), photo, CTA.

• Weekly & bi-weekly maintenance ("The Standing Appointment") — mow/trim/edge/blow
• Landscape & hedge trimming ("Shaping & Styling")
• Irrigation ("The Root Treatment") — spring turn-on, repairs, winterization
• Snow removal ("The Winter Package") — commercial focus
• Seasonal add-ons ("The Spa Menu") — fall/spring cleanup, aeration & overseeding, gutter cleaning, holiday lighting → each links to seasonal landing page when live

Service-area pages — delta.html · montrose.html · olathe.html · cedaredge.html

Template ×4 with genuinely local content (NOT find-replace clones — Google punishes that):

• H1 "Lawn Care in [Town], Colorado" · local hero line (e.g. Cedaredge: Grand Mesa reference; Montrose: expansion messaging "now taking new Montrose clients for 2026")
• Services summary, town-relevant testimonial, LocalBusiness + areaServed schema, embedded map, quote CTA
• Delta page carries the "locally owned, Delta-based" story hardest — it's also the name-collision battleground page

about.html — "Meet Your Beauticians"

Steve & Brittany's story (gather at kickoff): how they started, the husband-wife team, why "beautician," photo of them with the truck. Values row. Mascot cameo: Blade "interviewing" them (illustration). Person + LocalBusiness schema.

reviews.html — "The Wall of Fresh Cuts"

All reviews, star visuals, Google/Facebook source badges, big "Leave a review" one-tap buttons (Google review deep link + Facebook), photo strips of finished work. Review schema markup.

contact.html

Quote form (primary), tap-to-call, service-area checklist, hours, response-time promise ("we reply same day"), map. FAQ accordion (5–8 questions: pricing, scheduling, contracts, pets, gates).

Seasonal landing pages (Phase 3, storyboarded now)

• holiday-lighting.html — hero: night reveal photo/video; packages (roofline / roofline+trees / full glow-up "The Full Makeover"); how it works (we install, maintain, remove, store); early-bird deadline; gallery; quote form variant
• spring-cleanup.html & aeration.html — same skeleton, seasonal copy
• Pages exist year-round (SEO); the header ribbon promotes the active one

Utility

404 (Blade with a shocked face: "This page got mowed."), privacy-policy, robots.txt, sitemap.xml, favicon/manifest from mascot avatar.

4. Smart Quote Form (the conversion engine)

Multi-step, one question per screen, 60 seconds total, progress bar:

1. Which service? (cards w/ icons — mowing / trimming / irrigation / snow / cleanup / lights)
2. Where? (town buttons + address field)
3. Lawn size (Small "city lot" / Medium / Large / "Not sure — we'll measure free")
4. How often? (weekly / bi-weekly / one-time)
5. Name + phone (+ optional email, photo upload of the lawn)
6. Confirm screen: "You're booked for a free quote — Steve or Brittany will text you today." + what happens next

Backend: submission → email + SMS-style notification to client, autoresponse to customer, lead stored with property data (the enrichment seed — town, size, service, source). Phase 2 upgrades this to instant ballpark pricing once client's real rate card is in.

5. Content Program Storyboard (SIGNAL)

Weekly series (names = hashtags = thumbnail templates)

Card sets (PIL pipeline, batch-built per season)

• Spring: "Wake Up Your Lawn" 6-card set (turn-on, first-mow height, aeration, fertilizer timing, sprinkler check, book-now)
• Summer: "Surviving July" set (watering schedule for high desert, brown-spot diagnosis, mowing height in heat)
• Fall: "Tuck It In" set (last mow, sprinkler blowout deadline w/ freeze dates, leaf cleanup, gutter combo, LIGHTS early-bird)
• Winter: "Glow Up" set (lighting packages, snow proof-of-work frames, "book spring aeration now" January card)

Short-form video storyboards (first three, scripted)

1. "The Overgrown One" (launch hero, SB Mowing formula)
   Hook (0–3s): worst before footage + "This Delta lawn hasn't been mowed all summer."
   Story (3–10s): one line about the homeowner (with permission).
   Work (10–35s): time-lapse, natural mower/edger audio, NO music.
   Reveal (35–45s): slow pan of finished lawn. Blade bumper: "Another makeover ✂"
   CTA (45–50s): "Free quotes in Delta, Montrose, Olathe & Cedaredge — link in bio."
2. "Edges So Sharp" (satisfying loop, 15s): macro edging shot → snap to perfect line → stripe flyover → Blade wink bumper. Text: "We don't do bowl cuts."
3. "Flip the Switch" (winter, films in Nov): dark house → family flips switch → full lighting reveal → "Installed, maintained, removed & stored by ProScape."

Launch sequence (first 14 days once site is live)

D1 re-intro post ("meet Steve & Brittany" + new site) · D2 GBP overhaul + 20 photos · D3 Makeover Monday #1 · D5 Tip card #1 · D7 Fresh Cut Friday + review-ask blitz to happy client list (goal: +10 Google reviews in 2 weeks) · D8–14 second content week + first town-group value posts · announce one free senior/veteran cleanup giveaway (the give-back transformation — the year's best content + goodwill).

Distribution & tooling

Blotato for scheduling (accounts wired at kickoff). Make once → FB page, IG Reel, YT Short, GBP, TikTok. Location tags + town names on every post. Success metrics: GBP calls, quote-form source attribution, FB group recommendations — not view counts.

6. Open questions for the client (kickoff agenda)

1. Which Facebook page + Google Business Profile are actually yours? (name-collision fix)
2. Established year? Licensed/insured claims we can state?
3. Logo files or do we design fresh from this palette?
4. 20–30 job photos, especially before/afters; permission process for customer properties
5. Real rate card (drives instant-quote Phase 2) — and are "from $X" prices OK on the site?
6. Domain access (Webador → Cloudflare)
7. Mascot pick: Blade / Marilyn Mower / Buzz
8. Holiday lighting: ready to offer it this year (Oct 2026)? Budget for light inventory?