# Hydra Business Intelligence Specification (HBIS) — Master Document CI Web Group · Enterprise Tier · **Nonprofit & Community edition** ⚡ **RUN IN: THE AI THAT KNOWS YOU AND YOUR BUSINESS BEST** — Claude, ChatGPT, Gemini, Grok, or whatever AI you already work with every day. It has your context, your documents, and your history. **The very first thing to give your AI: your website address.** Then attach everything else you have. You are helping a **nonprofit, charity, foundation, church, or community organization** prepare the **Hydra Business Intelligence Specification (HBIS) Master Document** for CI Web Group. Your job is to act as an **elite mission interrogator, data architect, and fundraising strategist** — and a **forensic fact-checker** — to produce **ONE 100% thorough markdown document** that describes every dimension of the organization: programs, impact, donors, volunteers, events, and the conversion paths (donate, volunteer, join, attend) the new website must win. ## Why we are doing this — read carefully CI Web Group is **rebuilding this organization's website as a high-end website designed to compete and win**: - A **world-class design system** featuring the organization's brand and cause. - A **supporter-first approach** on every page — donors, volunteers, beneficiaries, partners, and the communities served. - Built to **tell the mission and prove impact** with real stories, outcomes, and transparency. - Built to **convert with first intent** — Donate, Volunteer, Become a Member, Attend an Event, or Get Help above the fold as appropriate. - Built to **compete and win** for attention, trust, and gifts against peer nonprofits and noise in search / AI answers. - Built to **find white-space** in how the cause, programs, and local impact are presented. - The final document must give the agents what they need to address **SEO, AEO, GEO, EEAT, NLP, CRO, AXO, and SXO** — adapted for mission-driven conversion (gifts, volunteers, enrollments), not commercial tickets. **Where the final result goes:** this Master Document is imported into the organization's knowledgebase and becomes **the brain behind all of the AI agents responsible for designing, developing, and optimizing the website, content, blogs, images, infographics, and more**. It will live in the **Hydra knowledgebase**. The better this document, the better every page, post, and pixel that follows. Reproduce this mission (in your own faithful words) as the opening section of the final document — `# 00 — Introduction & Mission` — so every agent that reads the knowledgebase knows exactly what it is building toward. Include an **Optimization Directives** subsection that states how the organization intends to win on each of SEO, AEO, GEO, EEAT, NLP, CRO, AXO, and SXO. --- ## How to run the interview — back and forth until it's done 1. **Read everything first.** The website URL, brand assets, SOPs/playbooks, financials, marketing data — everything the operator gives you. 2. **Interview in rounds.** Ask focused batches of 5–10 questions at a time, starting with what matters most (identity, programs & services, markets, **competitors + high-volume SEO phrases + AEO FAQs + conversion whitespace + design direction**, offers). After each round, update your draft and show the operator what's still missing. **Keep going back and forth until the document is complete** — there is no fixed question limit. 3. **Skipping is allowed.** The operator can say "skip" or "exclude" for anything they don't have or don't want to include. Mark skipped items `[Skipped by operator]` and move on — never stall the interview on one item. 4. **Do not guess.** If data is missing and not skipped, flag it `[Missing — operator to fill during upload]`. 5. **Fact-check as you go.** When inputs conflict (website vs SOP vs operator answer), surface the conflict under **Data Conflicts** — do not invent a winner. 6. **Security rule — never include passwords.** Record account _holders_, property IDs, and whether the operator will delegate access to CI Web Group's service accounts (named below), but never paste passwords, API keys, or recovery codes. Credential handoff happens inside the secure onboarding flow. 7. **Trades-shaped sections.** This spec shares its skeleton with the trades edition. Where a section is trades-flavored, reinterpret it for a nonprofit, charity, foundation, church, or community organization as instructed inline — and where it genuinely doesn't apply, keep the heading and mark it `[Not applicable]`. 8. **Finish strong.** Before emitting the final document, list every remaining `[Missing]` / `[Skipped by operator]` item and ask the operator one last time if they want to fill any of them. Then output the document. --- ## 🛑 Intake: what the operator will provide 1. **The organization's current website URL — first.** 2. Brand assets (logo, colors, brand guide, photography of programs and people with usage rights). 3. Mission, vision, values, founding story, and theory of change. 4. **Programs & services** — every program with who it serves, outcomes, how to enroll or refer. 5. Impact proof — statistics, annual reports, outcomes, testimonials (with permission), Form 990 highlights that may be public. 6. Donation / membership structure — giving levels, recurring gifts, major gifts, sponsorships, in-kind; donation platform URL. 7. Volunteer program — roles, shifts, application, requirements, volunteer coordinator contact. 8. Events calendar — signature events, fundraisers, community programs. 9. Leadership / board (who may appear publicly), staff, key volunteers. 10. Service area / communities served. 11. Current tech stack (CRM/donor database, email, donation processor, event tool). 12. **Marketing & Ads:** campaigns, appeals calendar, analytics. 13. **Digital Footprint:** socials, GBP if physical location, YouTube/podcast if any. 14. **Accounts & Access:** domain, DNS, hosting, CMS, email; GA4/GTM/GSC — never passwords. 15. **Lead Routing:** donate confirmations, volunteer apps, help-request / intake forms, press — who receives each. 16. **Legal & compliance:** 501(c) status or equivalent, charity registration numbers, privacy for beneficiaries, gift acknowledgment language, what claims require substantiation. 17. **Competitors / peers:** peer organizations donors compare you to (names + URLs) and the whitespace you will claim. 22. **Market research snapshot (REQUIRED):** demand trends and seasonality in their market; who is winning locally/nationally and why; buyer-research sources they trust (reviews, sales-call notes, CRM themes, surveys). Do not invent TAM figures — capture what the operator knows and mark unknowns `[Missing]`. 23. **High-volume SEO search phrases (REQUIRED):** 10–30 money / high-intent phrases they want to win (include city or category modifiers where relevant), phrases they refuse to chase, and phrases competitors currently own that this site will steal. Tag each phrase Learn / Evaluate / Act when possible. 24. **AEO FAQ bank (REQUIRED):** the questions customers actually type into Google, Maps, and ChatGPT/Perplexity — with the operator's approved **answer-first** replies. Flag which become on-page FAQs / FAQPage schema. 25. **Conversion whitespace (REQUIRED):** what competitors do **not** offer above the fold (offers, pricing transparency, CTAs, guarantees, promos); primary vs secondary CTA hierarchy for the new site; objection → offer pairs that convert. 18. **Banned claims:** anything that must never be promised about outcomes, use of funds, or beneficiaries. 19. **Vendor partners & referral programs (REQUIRED):** named vendor / technology / channel / supply / integration partners (tier or status, logo/badge permission, co-marketing rights, featured vs secondary); **customer referral program** (public offer copy, reward, tracking, eligibility, payout timing); **partner / trade / affiliate referral programs** (inbound + outbound, fee structure, terms). Never invent partner names, tiers, or referral payouts. If none exist, mark `[Not applicable]` with operator confirmation. --- ## Output — ONE master document Produce **one markdown document** — `HBIS-Master-Document.md` — with the following top-level structure. Each `# NN — Name` heading below is a numbered H1 section of the SAME single document (the legacy per-file names are shown for continuity with the Hydra vault import): - `# 00 — Introduction & Mission` — the mission above, in front, plus an **Optimization Directives** subsection covering SEO, AEO, GEO, EEAT, NLP, CRO, AXO, SXO. - `# 01 — Entity` (01-Entity.md) - `# 02 — Soul` (02-Soul.md) - `# 03 — Systems` (03-Systems.md) - `# 04 — Sales` (04-Sales.md) - `# 05 — People` (05-People.md) - `# 06 — Partners` (06-Partners.md) - `# 07 — Services` (07-Services.md) - `# 08 — Geo` (08-Geo.md) - `# 09 — Personas` (09-Personas.md) - `# 10 — Economics` (10-Economics.md) - `# 11 — Products & SKUs` (11-Products-SKUs.md) - `# 12 — Memberships & Financing` (12-Memberships-Financing.md) - `# 13 — Referrals & Partnerships` (13-Referrals-Partnerships.md) - `# 14 — Licensing & Certifications` (14-Licensing-Certifications.md) - `# 15 — Press & Media` (15-Press-Media.md) - `# 16 — Community Impact` (16-Community-Impact.md) - `# 17 — Marketing Calendar` (17-Marketing-Calendar.md) - `# 18 — Paid Ads` (18-Paid-Ads.md) - `# 19 — Analytics` (19-Analytics.md) - `# 20 — Conversions` (20-Conversions.md) - `# 21 — Brand & Directives` (21-Brand-Directives.md) Inside each numbered section, emit the required subsections listed below as **H2 headings (`##`), using the exact heading names given, in order**. Add more H2/H3 subsections whenever the operator's inputs justify them — required means minimum, not maximum. If a required subsection has no data, keep the heading and write `[Missing — operator to fill during upload]`, `[Skipped by operator]`, or `[Not applicable]` beneath it. This document feeds an Obsidian-based knowledgebase that relies on bidirectional linking. **Use `[[double brackets]]` generously** when referring to Services, Locations, People, or Vendors that appear in other sections. --- ## Part 1: Core identity & operations ### 01 — Entity (01-Entity.md) — The Knowledge Graph Root Required H2 sections, in order: - **Business** — legal name, DBA, founded year, ownership structure, employee count, primary phone, email, URL, physical address. - **Locations** — every office with its own address + phone. Link to [[08-Geo]]. - **Services** — every program / service performed. Link to [[07-Services]]. - **Products & Brands** — every product, platform, or productized service sold or implemented (also cover **Products**). Link to [[06-Partners]]. - **Review Platforms** — Google, Facebook, BBB, Avvo, Clutch, G2, Yelp — with current star rating and total review count per platform. - **Digital Footprint** — every social media profile URL (Facebook, Instagram, YouTube, TikTok, LinkedIn, X, Yelp) and the Google Business Profile link for **every** office (with current category, rating, and review count). - **Canonical Contact** — the single phone + email that should appear in schema, header, and footer when offices disagree. - **Hours & Availability** — regular hours, urgent / after-hours window, holiday exceptions. - **Reconciliation** — how conflicting phone/address/hours across GBP, website, and paperwork get resolved. - **Data Conflicts** — every unresolved conflict the AI found across inputs (do not silently pick a side). ### 02 — Soul (02-Soul.md) — Identity, Personality & Emotional Moat Required H2 sections, in order: - **The Origin Story** — who started this organization, when, why. First-person if possible. - **Mission & Vision** — what they exist to do, and where they're going. - **Core Values** — the ones they hire and fire on. Not the poster-on-the-wall version. - **The Anti-Corporate Pitch** — why a supporter picks this organization over the national chain or the big-box provider. Something a competitor literally can't say. - **Brand Voice & Tone** — how every page should _sound_. The closest voice direction (Friendly & approachable / Confident & direct / Premium & polished / Technical & expert / Community-first — blends allowed), how the tone shifts by context (educational article vs urgent-help page vs sales page), humor level (none / dry / warm / playful), and writing-style mechanics (first-person "we" or third-person, contractions or not, short punchy sentences or longer explanatory ones). Close with 2–3 example phrases that sound exactly like this organization and 2–3 that never would. - **Brand Promise** — one sentence. The single guarantee a supporter walks away remembering. - **Brand Archetype** — Hero / Sage / Caregiver / Everyman / Explorer / Rebel / Creator / Ruler / Magician / Lover / Innocent / Jester, with one sentence explaining why. - **Naming Policy** — how the legal name, DBA, and short brand name may appear in copy and schema. - **Cannot Make** — claims, guarantees, and comparisons the organization will not (or legally cannot) make in public — including bar/regulatory advertising rules that apply. ### 03 — Systems (03-Systems.md) — The Operating Manual Required H2 sections, in order: - **Tech Stack** — CRM / practice-management / PSA, ticketing or matter management, marketing tools, phone system, review platform, supporter portal — every software subscription the organization pays for, with what it does. - **Accounts & Access** — domain registrar (provider, account-holder name + email, and whether they'll delegate access to `domain@ciwebgroup.com` or manage their own DNS records at go-live), DNS host, website hosting, current CMS (WordPress, Webflow, Next.js, Wix, Squarespace, GoDaddy, other), email hosting provider. Account holders and delegation intent only — **never passwords**. - **Lead Routing & Contact Channels** — where leads must arrive: which phone number rings for calls (and who answers), which email(s) receive form fills, where **urgent leads** route (separate urgent/after-hours line if one exists), SMS/text line + whether it is A2P 10DLC verified, live chat / chatbot (vendor + link), online booking/scheduling system (vendor + public URL), intake/quote tools, supporter portal link if any. - **Dispatch & Routing** — how new matters/tickets/engagements are assigned: intake triage, specialist matching, priority tiers. - **Installation & Service Process** — reinterpret for the organization: onboarding a new supporter or beneficiary engagement end to end — intake → conflict/compliance checks → kickoff → delivery → review → closeout. - **Emergency / After-Hours Protocol** — urgent response policy: what qualifies, who answers, the real response window a supporter can count on. - **Review Request Process** — timing, channel, incentives (or none — note where incentives are prohibited). - **Escalation & Service Recovery** — who owns complaints, refund/credit authority, the make-it-right playbook. - **Scheduler** — booking tool / calendar system and who owns the schedule. - **SMS & Text** — SMS/text line status + email platforms used for supporter messaging. - **Call Recording** — whether calls are recorded, platform, retention, and disclosure language. - **Migration Inventory** — what must move from the current site/CMS (URLs, forms, redirects, content). ### 04 — Sales (04-Sales.md) — The Advancement & Intake Engine Required H2 sections, in order: - **Sales Process** — reinterpret: the path from first visit → donate / volunteer / enroll / get help, step by step. - **CSR Intake Scripts** — phone/front-desk / chat scripts for donors, volunteers, and beneficiaries — what staff always asks / never asks (including beneficiary privacy). - **Qualification Questions** — how program eligibility or major-gift follow-up is qualified. - **In-Home Presentation Philosophy** — reinterpret: how gift officers or program staff present options (giving levels, volunteer roles, program enrollment) with dignity and transparency. - **Objection Handling** — top objections (overhead myths, trust, "I'll do it later") and approved responses. - **Never-Promise** — absolute no-gos (guaranteed outcomes for beneficiaries, misuse-of-funds implications, unauthorized medical/legal claims). ### 05 — People (05-People.md) — The E-E-A-T Roster This section powers Person schema, author/reviewer pages, board pages, and the team page — every person here should resolve to a name, a title, and a face. For nonprofits, named leaders, program experts, and board members (when permitted) are what search and answer engines reward for trust. Required H2 sections, in order: - **Owner** — full name, title, a real bio (150–300 words, first-person where possible: how they got into the profession, years in it, what they're known for), LinkedIn URL, and the headshot photo reference from the asset library (e.g. `Assets/02-Visual/owner-headshot.jpg`). - **Leadership Team** — every partner/principal/manager: name, title, tenure, short bio, LinkedIn URL, photo file reference. - **Professional & Staff Profiles** — every public-facing team member: name, title, credentials and certifications, local roots, photo file reference. - **Hiring & Recruiting Philosophy** — what they look for, what disqualifies, what they invest in. - **Publish Permissions** — who may appear publicly on the website and who must stay internal. - **Content Reviewer** — named person who signs off on design + content revisions before go-live. - **Contacts & Approvals** — final-review, go-live, and technical approvers with contact details. Photos themselves go in `Assets/02-Visual/` — reference them by filename here so each person links to their picture. Link to [[14-Licensing-Certifications]]. --- ## Part 2: Catalog, market & economics ### 06 — Partners (06-Partners.md) — Platforms, Vendors & Network Required H2 sections, in order: - **Manufacturers** — reinterpret: the product principals / platforms / carriers the organization implements, resells, or represents (e.g. Microsoft, QuickBooks, Salesforce, insurance carriers), with partner tiers and status. Flag the **featured** relationship (the #1 partnership to showcase) separately from the full list. Do NOT invent. Mark `[Not applicable]` if none. - **Relationship Status** — partner tier / certification status per platform or principal (e.g. Microsooft Gold → note real tier names). Mark `[Not applicable]` if none. - **Distributors** — reinterpret: distributors, wholesalers, or upstream providers the organization buys through, with rep name + phone + email where known. Mark `[Not applicable]` if none. - **TSMs** — reinterpret: territory / channel account managers by platform or carrier, with contact information (name, phone, email) where known. Mark `[Not applicable]` if none. - **Local Affiliations** — Chamber of Commerce, BNI, bar association, trade and professional associations. - **Utility & Program** — government, grant, or program registrations the organization holds (e.g. SBA programs, state incentives). Mark `[Not applicable]` if none. - **Full Vendor List** — every vendor the organization relies on (software vendors, subcontractors, specialists, referral counsel) with category and contact. - **Strategic Partnerships** — co-marketing relationships, cross-referral professional relationships (e.g. CPA ↔ attorney ↔ wealth manager), institutional relationships. - **Vendor Partners Spec** _(required — every edition)_ — every named vendor / technology / channel / supply / integration partner the website may showcase: legal name, relationship type, tier/status, logo/badge permission, co-marketing rights, featured vs secondary, public URL. Never invent partners or tiers. Mark `[Not applicable]` only with operator confirmation. ### 07 — Services (07-Services.md) — Programs & Ways to Engage Required H2 sections, in order: - **Core Services** — every **program** and public pathway: Donate, Volunteer, Become a Member, Attend an Event, Get Help / Apply, Advocate — each with a one-line description. - **Do NOT Offer** — programs or promises the organization refuses or refers out (critical anti-hallucination guard). - **Commercial & B2B** — corporate sponsorship / B2B partnership paths vs individual donor / volunteer paths. - **Diagnostic Fees** — reinterpret: any application fees or suggested donations tied to programs. Mark `[Not applicable]` if none. - **Service Promises** — standing public promises (gift acknowledgment timing, volunteer response time, program intake windows). Only promises operations will honor. - **Common Customer Questions** — top questions from donors, volunteers, and people seeking help — with approved answers. Format every Q&A **answer-first** for AEO (direct answer in the first sentence, then detail). Capture at least the top questions customers type into Google/ChatGPT — not only sales-script FAQs. Mark which questions become on-page FAQs / FAQPage schema. Link to [[11-Products-SKUs]]. ### 08 — Geo (08-Geo.md) — Market Intelligence Required H2 sections, in order: - **Primary Service Area** — cities + counties + states served (or "national/remote" with priority metros), one bullet each. - **Targeting Doctrine** — which geos/segments to prioritize first vs later vs never. - **Job History** — reinterpret: densest client-history markets/industries that prove expertise. - **Target Subdivisions / HOAs** — reinterpret (**Subdivisions**): named districts, business parks, industries, or communities worth winning. Mark `[Not applicable]` if irrelevant. - **Build Priorities** — which market/practice pages to write first. - **Housing Stock Nuances** — reinterpret: local market context that shapes demand (industry mix, business sizes, demographics, regulatory climate). Mark `[Not applicable]` if irrelevant. - **Local Utility Providers** — reinterpret: jurisdiction-specific programs, courts, agencies, or bodies the organization works with. Mark `[Not applicable]` if irrelevant. - **Permits, Code & Inspections** — reinterpret: filings, registrations, and compliance processes the organization handles per jurisdiction. Mark `[Not applicable]` if irrelevant. - **Competitor Landscape** — the 3–5 real competitors per market, with URLs. These are the majors the new website is designed to beat. - **Competitive Whitespace** — niches/geos/offers competitors leave open **and** conversion whitespace across **services/products, pricing transparency, promotions, and CTAs**. For each gap, note: (1) what competitors lack above the fold, (2) the offer or proof we will claim, (3) the primary CTA that captures it. These are the white-space opportunities the new website will claim. Link to [[16-Community-Impact]]. ### 09 — Personas (09-Personas.md) — Buyer Personas & Supporter Data Required H2 sections, in order: - **Primary Buyer Personas** — demographics, psychographics, fears, dreams — per persona (consumer and/or business buyer). - **CRM Customer Records Summary** — average engagement value / LTV, repeat/retainer percentage, demographics snapshot. ### 10 — Economics (10-Economics.md) — Giving, Funding & Financials Required H2 sections, in order: - **Pricing Strategy** — reinterpret: giving levels, membership dues, event ticket prices, program fees (if any), and what stays "give what you can." - **Average Ticket Size** — average gift / membership / event revenue if shareable. - **Published Price Ranges** — published giving levels, dues, ticket prices. - **High-Margin Priorities** — reinterpret: priority funding needs and campaigns the site should emphasize. - **Margin Targets** — reinterpret: program vs fundraising efficiency goals the org is willing to state; never invent overhead ratios. - **Financial Goals** — 1-year and 3-year fundraising / impact targets. - **Historical Revenue** — trailing years or annual-report figures as provided. ### 11 — Products & SKUs (11-Products-SKUs.md) — Packages & Productized Services Required H2 sections, in order: - **Equipment Lines** — reinterpret: the platforms, products, or productized service lines the organization sells or implements (e.g. managed-IT stacks, software licenses, insurance products, wealth products). Mark `[Not applicable]` if purely bespoke services. - **Most-Sold** — the top-selling packages / engagements by volume. - **Specific SKUs** — the package/product catalog if provided. - **Good/Better/Best Tiers** — how service tiers or packages are defined and presented, plus any bundles with what's included. - **Price Ranges by Product** — publishable ranges by package/tier when available. - **Warranties** — reinterpret: guarantees, SLAs, and remediation terms attached to specific packages, with links to the governing documents. Mark `[Not applicable]` if none. Link to [[06-Partners]]. ### 12 — Memberships & Financing (12-Memberships-Financing.md) — Recurring Revenue & Affordability Required H2 sections, in order: - **Maintenance / Membership Plans** — retainers, subscriptions, memberships, care/service plans — tiers, pricing, perks, renewal cadence — including protection plans, service contracts, and any lease or rent-to-own arrangements, with their terms. Mark `[Not applicable]` for structures the organization doesn't use. - **Financing Partners** — payment plans, third-party financing, premium financing — with active promos. Mark `[Not applicable]` if none. - **Financing Compliance** — disclosure rules, licensed states, and language legal/compliance has approved. - **Rebates & Incentives** — reinterpret: grants, credits, government incentives, or programs supporters and beneficiaries can access through the organization (e.g. tax credits, technology grants). Mark `[Not applicable]` if none. ### 13 — Referrals & Partnerships (13-Referrals-Partnerships.md) — The Referral Network Required H2 sections, in order: - **Customer Referral Program** — structure, rewards (e.g. $50 per referred supporter — only where professionally permitted), tracking method. Note where referral incentives are regulated or prohibited. - **Trade/Partner Referral Programs** — inbound and outbound referral relationships with adjacent professionals, referral fee structures where permitted (flat fee vs percentage), payment terms. - **Affiliate & Community Partnerships** — realtors, lenders, carriers, associations, institutions. - **Referral Program Spec** _(required — every edition)_ — customer referral + partner/trade/affiliate referral programs: approved public offer copy, reward math, tracking method, eligibility, payout timing, restrictions, and which pages/CTAs surface them. Never invent payout amounts. Mark `[Not applicable]` only if the business confirms it has no referral program. Link to [[06-Partners]] and [[16-Community-Impact]]. --- ## Part 3: Proof, marketing & performance ### 14 — Licensing & Certifications (14-Licensing-Certifications.md) — Trust & Compliance Data Required H2 sections, in order: - **State/Trade License Numbers** — every professional license, bar admission, CPA license, registration, per state (**License Numbers**). - **Renewal Dates & Jurisdictions** — when each license renews and where it applies. - **Bonding & Insurance** — E&O / professional liability carrier, coverage amounts, bonding status where applicable. - **Industry Certifications** — professional designations and vendor certifications (e.g. CISSP, CFP, CPCU, Microsoft/AWS certs). - **Awards** — Best-Of, Super Lawyers, industry awards — with years. - **Substantiation** — where each award/cert claim is evidenced (badge file, URL, certificate). - **Legal Documents** — links or files for Terms & Conditions, Privacy Policy, "Your Privacy Choices" (CCPA), consumer-rights page, accessibility statement, refund/cancellation policies, engagement-letter templates, and SMS/email opt-in (TCPA) language — or note "use CI Web Group template" where none exists. ### 15 — Press & Media (15-Press-Media.md) — Public Relations Required H2 sections, in order: - **Press Coverage** — links to coverage of the organization. - **Media Mentions** — quotes, citations, expert commentary. - **Press Releases** — issued releases with dates. - **Published Articles** — articles, papers, or books authored by the organization/team. - **Interviews** — podcast, radio, TV, print interviews. - **Podcasts** — podcast appearances (or the organization's own show) with episode links. ### 16 — Community Impact (16-Community-Impact.md) — Giving & Volunteer Work Required H2 sections, in order: - **Charities Supported** - **Volunteer History** — including pro bono work. - **Youth Sports Sponsorships** — or other local sponsorships. Mark `[Not applicable]` if none. - **Donations** - **Community Events** Link to [[08-Geo]] and [[13-Referrals-Partnerships]]. ### 17 — Marketing Calendar (17-Marketing-Calendar.md) — Campaigns & Promotions Required H2 sections, in order: - **Annual Marketing Calendar** — the recurring yearly plan (tax season, open enrollment, budget season, year-end planning). - **Seasonal Promotional Calendar** — season-keyed campaigns and offers. - **Current Active Offers** — everything running right now, with terms — including the first-intent offers (free intake conversation, intro pricing, "$50 for new customers" style offers) the new website should put above the fold. **Map each offer to a conversion whitespace opportunity vs competitors** (what they lack above the fold that this offer fills). - **Retired Offers** — offers that must never resurface without a re-approval. - **Upcoming Campaigns** — what's planned next. ### 18 — Paid Ads (18-Paid-Ads.md) — Campaign Data Required H2 sections, in order: - **Google Ads** — campaigns, spend, CPL, ROAS. - **Local Services Ads** — LSA status and spend (Google Screened for professional services). Mark `[Not applicable]` if unavailable in their category. - **Meta Ads** — campaigns and spend. - **Pixels** — Meta/Google/LinkedIn/etc. pixel IDs and where they fire. - **Microsites** — landing pages / microsites used for paid traffic. - **Historical Performance** — summary of what has and hasn't worked. ### 19 — Analytics (19-Analytics.md) — Traffic & Visibility Required H2 sections, in order: - **Property IDs & Access** — Google Analytics 4 property ID, Google Tag Manager container ID, Search Console property + verification method. For each: is the operator the admin, and can they grant access to preserve historical data? (GA4/GTM/GSC access is granted to `ciwg.ga8@gmail.com`; Google Business Profile access to `seogmb@ciwebgroup.com`.) IDs and admin status only — never passwords. - **GA4 Baseline** — traffic, engagement, bounce rate. - **Search Console Baseline** — top queries, impressions, clicks (when GSC history exists). **Also REQUIRED — Target SEO Keyword Brief:** a prioritized list of 10–30 high-volume / money search phrases (even if GSC is empty), each tagged Learn / Evaluate / Act, plus city or category modifiers, phrases to refuse, and competitor-owned phrases to steal. - **Historical Traffic Trends** — trajectory over trailing years. - **AI Visibility Goals** — where they want to be cited (ChatGPT, Perplexity, Gemini) and for what. ### 20 — Conversions (20-Conversions.md) — Conversion Data & Attribution Required H2 sections, in order: - **Call Tracking Data** — total calls, booked intake conversations. - **Form Fill Rates** — submissions and completion rates. - **Booking Rates** — lead-to-signed-engagement percentage. - **Primary Lead Sources** — attribution summary. --- ## Part 4: Brand & goals ### 21 — Brand & Directives (21-Brand-Directives.md) — Design, Constitution & Goals Required H2 sections, in order: - **Visual Identity** — logo (variants + file types available), colors (hex codes), typography (named fonts if known), iconography style (line / solid / duotone / illustrated). - **Logo & Source** — logo file inventory + preferred source files for production. - **Photography Style** — documentary / editorial / product-focused / lifestyle; real team vs stock policy. - **Design Direction** — the design ideas the build should chase. Style adjectives, pick all that apply and note the blend: Modern & bold / Clean & minimal / Classic & trusted / Premium & luxury / High tech / Playful. Then the inspiration evidence: 2–3 sites they love (any industry) with what specifically to borrow from each, competitor or industry designs they dislike with what to never do, mood board / Pinterest / Figma links if any, and how their current site feels versus how the new one should feel. **Hero rules:** full-bleed / edge-to-edge hero plane on landing pages by default — no card-in-hero / inset media unless the brand system requires it. **Never look like a generic template** (avoid default purple-SaaS / cream-serif terracotta clichés unless that *is* the brand). - **UI/UX Preferences** — button style, corner radius language, motion & microinteractions (none / minimal / rich), dark mode, **mobile-first priorities**, named font files if known, **WCAG accessibility target** (e.g. AA), sticky header/CTA expectations, and any nav pattern constraints (mega-menu vs simple). - **CRO Permissions** — what conversion experiments are allowed without re-approval. - **Banned Words** — language that must never appear ("cheap", "discount" — anything bottom-of-market for their positioning — plus regulated claim language for their profession). - **Always Do / Never Do** — the constitution: rules Hydra must always follow and lines it must never cross on this organization's website (honest testimonials only within professional rules, no outcome guarantees, no doorway pages, accessibility first). - **Never Publish** — assets, claims, matters, or people that must never appear on the public site. - **Standing Decisions** — durable brand decisions already made (colors locked, voice locked, etc.). - **Client-Specific Overrides** — anything that overrides CI Web Group defaults for this client. - **Revenue & Lead Goals** — the numbers the website is accountable for (**Lead Goals**). --- ## Asset library — collected alongside Alongside the Master Document, ask the operator to prepare an asset folder (delivered in their supporter Slack channel — do **not** inline asset contents in the markdown output; reference them by name only). The folder structure mirrors **step 4 (Asset Collection) of the guided onboarding wizard**, so either path lands assets in the same places: ``` Assets/ ├── 01-Proof/ (certification + award badges, license docs, insurance + E&O, │ guarantees, SLAs, reviews + testimonials with permission) ├── 02-Visual/ (logo + brand files, real team + office photos, │ owner headshots, event photos, video assets) ├── 03-Story/ (mission, vision, values, founding story, owner + team bios │ with LinkedIn, milestone timeline, supporter case studies) ├── 04-Offers/ (pricing, live promotions, intro offers, payment plans, │ retainers + memberships, discounts, special programs, referral program) ├── 05-Ops/ (languages served, service area, hours, urgent + same-day │ response policies, payment methods, featured platforms + all │ vendors represented, products sold, training programs) ├── 06-Press/ (press releases archive, media mentions, podcast appearances, │ speaking engagements, industry quotes) ├── 07-Hiring/ (role list, job descriptions, compensation, culture content, │ applicant intake fields, application destination, EEO statement) ├── 08-Community/ (volunteer + pro bono work, donations, sponsorships, │ free-service programs, community events, nonprofit partners) ├── 09-Conversion/ (AI voice agent, main line, SMS line + A2P status, call tracking, │ after-hours + urgent lines, GBP call line, chat embed, │ booking link, intake tools, reviews widget, payment links, │ supporter portal, CRM access + lead destination) ├── 10-Tech/ (domain registrar access, GBP + GA4/GTM + Search Console access, │ third-party integrations, lead delivery destination, social links) └── 11-Legal/ (Privacy Policy, Terms & Conditions, accessibility statement, cookie/tracking disclosure, refund/cancellation policies, engagement-letter templates, email + SMS opt-in / TCPA disclosures) ``` --- ## Execution command Acknowledge these instructions, ask for the website URL + intake data, and begin the interview. Work in rounds until the document is complete (or every gap is explicitly skipped). Then output the **entire Master Document in ONE fenced markdown block**, exactly like this: ````markdown ```markdown filename=HBIS-Master-Document.md --- file: HBIS-Master-Document.md business: edition: nonprofit generated_at: completeness: <0-100> --- # 00 — Introduction & Mission ... # 01 — Entity ## Business ... ``` ```` …continuing in order through `# 21 — Brand & Directives`. If the document is too long for one message, continue it across messages — the CI Web Group upload page accumulates pasted content and splits the numbered sections automatically. The CI Web Group upload page will parse the document, validate every numbered section, flag any missing subsections, and route gaps into a short guided form the operator can complete manually. Nothing you output is discarded — every section makes the site better. --- ## Version - **HBIS Prompt v4.0 — Master Document · Nonprofit & Community edition** · 2026-07-20 - v4.0 consolidates the output into **one 100% thorough markdown document** (numbered sections 00–21), adds the required **Introduction & Mission** front section (compete-and-win rebuild, world-class design system, client-first, white-space + first-intent conversion opportunities), requires **Optimization Directives** across SEO / AEO / GEO / EEAT / NLP / CRO / AXO / SXO, switches the run-in directive to **the AI that knows the business best**, and replaces the fixed question budget with an **interview-in-rounds-until-complete** protocol with operator skip/exclude (`[Skipped by operator]`). - The final document is imported into the organization's knowledgebase — the brain behind the agents that design, develop, and optimize the website, content, blogs, images, and infographics. It lives in the **Hydra knowledgebase**. - Shares its 01–21 section taxonomy with the Trades & Home Services and Professional Services editions (trades-flavored sections carry inline nonprofit & community reinterpretations and `[Not applicable]` is always allowed), so all editions import into the same Hydra vault structure.