---
name: herm-marketing
description: Marketing strategy and execution support for Herm.chat. Use when defining positioning, ICPs, messaging, launch plans, landing-page copy, content ideas, channel experiments, growth loops, or lightweight startup marketing systems for Herm.chat.
---

# Herm Marketing

Use this skill to structure marketing work for Herm.chat without reinventing the basics each time.

## Core workflow

1. Clarify the goal in one sentence.
2. Identify the audience segment before writing copy.
3. Anchor every asset to one core problem, one promise, and one proof point.
4. Prefer simple, testable messaging over clever messaging.
5. End with a concrete next action: publish, test, compare, or measure.

## Default outputs

Choose the lightest useful deliverable:
- positioning summary
- ICP snapshot
- messaging matrix
- landing-page wire copy
- launch plan
- content calendar
- experiment backlog
- postmortem on what is not working

## Operating rules

- Write for speed and clarity, not brand theater.
- For early-stage work, prioritize learning velocity over polish.
- Distinguish assumptions from validated facts.
- When suggesting channels or tactics, explain why they fit Herm.chat specifically.
- When metrics are missing, propose the minimum numbers needed to make a decision.
- Preserve message consistency when paid traffic or external campaigns are already running; do not force homepage rewrites unless the user asks.
- Keep examples honest to the current product behavior, even when a different flow might convert better in theory.

## Read references as needed

- For reusable planning structure, read `references/workflows.md`.
- For messaging frameworks and copy scaffolds, read `references/messaging.md`.
- For offer design and market framing, read `references/positioning.md`.
- For go-to-market channel choices, read `references/channels.md`.
- For paid search and keyword strategy, read `references/google-ads.md`.
- For structured keyword clusters and negative filters, read `references/keywords.md`.
- For reusable headlines and ad copy, read `references/headlines.md`.
- For example proof conversations, read `references/conversations.md`.
- For landing page and message reviews, read `references/audit-checklist.md`.

## Current Herm.chat defaults

Use these defaults unless the user overrides them:
- Primary audience: small business owners at local service businesses
- Primary use case: instant customer Q&A on the website
- Beachhead: HVAC and similar local service businesses
- Core outcome: never miss another lead, especially after hours
- Product frame: a 24/7 website employee
- Main differentiator: trained on the business’s own info and installed with a simple copy-paste script
- Preferred CTA: Start free trial
- Preferred activation input: website URL
- Preferred tone: blue-collar practical
- Phrase to reinforce: 24/7 answers and lead capture
- Avoid over-positioning as a custom enterprise AI solution

## Questions discipline

Ask only the most important missing question first. Do not dump a long intake form unless the user asks for it.

## Live-campaign caution

If Google Ads or other campaigns are already being built from current messaging:
- prefer finishing strategy, positioning assets, examples, and frameworks first
- avoid recommending immediate homepage changes unless requested
- optimize for future revisions without breaking current ad work


---

# Messaging

## Core message scaffold

Current default for Herm.chat:
- Audience: small business owners at local service businesses
- Problem: they cannot be everywhere at once and miss customer questions and leads after hours
- Current workaround: voicemail, contact forms, delayed callbacks, or generic chat tools
- Why that fails: response is slow, inconsistent, and often loses the lead
- Herm.chat promise: instant website answers that help capture leads with a simple copy-paste website script
- Proof point: trained on their business info and installed with a copy-paste script
- CTA: start free trial

Fill these in before writing copy when the context changes:
- Audience:
- Problem:
- Current workaround:
- Why that fails:
- Herm.chat promise:
- Proof point:
- CTA:

## Positioning template

Herm.chat helps [audience] who need to [job] without [pain/constraint]. Unlike [alternative], it provides [key difference] so they can [desired outcome].

Current draft:
Herm.chat helps local service business owners put a 24/7 website employee on their site to answer customer questions and capture leads instantly without needing to be available at all hours. Unlike generic AI tools or basic contact forms, it is trained on their business info and can be added to their website with a simple copy-paste script so they can stop missing leads after hours.

## Hero copy template

- Headline: Get [outcome] without [pain]
- Subhead: Herm.chat helps [audience] do [job] with [mechanism/difference].
- CTA: [single next step]

Current working direction:
- Headline: Put a 24/7 website employee on your site
- Subhead: Herm.chat gives local service businesses a 24/7 website employee that answers customer questions, captures leads, and installs with a simple copy-paste script.
- CTA: Start free trial
- Friction reducer: Setup is as simple as copying and pasting one script into your website.
- Desired first impression: that was easier than I expected
- Best first input: website URL
- Primary lead message: Never miss another lead
- Activation explanation: Herm reads everything on your website so your customers get answers faster and easier.

## Plain-English labels

Preferred current label:
- 24/7 website employee

Preferred hero promise:
- Put a 24/7 website employee on your site

Preferred repeated phrase:
- 24/7 answers and lead capture

Alternative labels to test only if needed:
- AI receptionist
- AI sales assistant
- website lead-capture assistant
- AI customer service assistant

## Activation prompts

Keep activation focused on fast momentum:
- Ask for the website URL first.
- Explain the step plainly: Herm reads everything on your website so your customers get answers faster and easier.
- Show value before asking for extra setup steps.
- Reinforce the feeling: that was easier than I expected.
- Minimize form fields whenever possible.

## Proof strategy

Prefer example conversations over generic screenshots when selling the product.
For HVAC, lead with an urgent after-hours question and show Herm.chat handling it practically.

## Tone guardrails

Preferred tone:
- blue-collar practical

Lead with this promise:
- Never miss another lead

Support with this idea:
- your website works for you 24/7

Avoid this word in customer-facing copy unless absolutely necessary:
- coding

Keep Herm.chat away from these frames unless the user explicitly needs them:
- do not present it as a custom enterprise AI solution
- do not lead with all-in-one support platform language
- do lead with simple, fast, practical website lead capture
- do not imply guaranteed service availability when the product is really collecting and routing leads

## Objection prompts

Address only the most likely objections:
- Why not just use ChatGPT?
- Why now?
- Why trust this?
- What setup is required?
- Is copying and pasting the script something I can actually do?
- Who is this not for?

## HVAC first-use example

Use this as a concrete starter scenario:
- Business type: HVAC company
- Primary visitor need: ask a question and leave contact info for a callback
- Emotional win: do not lose a hot lead after hours
- Mechanism: a 24/7 website employee trained on the company’s business info
- Setup promise: add with a simple copy-paste script
- Best activation step: enter the business website URL first
- Best first proof conversation: Can someone come out tonight?
- Correct response pattern: collect contact info and issue details, then say a team member will follow up soon

## Channel fit prompts

Before recommending a channel, answer:
- Where does the target user already spend attention?
- Can Herm.chat win there with speed or uniqueness?
- Is the channel measurable within 2 to 4 weeks?
- What asset is required to test it?
- Can the message naturally emphasize 24/7 answers and lead capture?


---

# Offer and Positioning Framework

## Purpose

Use this file to keep Herm.chat positioned simply, credibly, and consistently while the product and go-to-market are still evolving.

## Current market thesis

Herm.chat is best positioned first for small business owners in local service businesses who miss leads and customer questions after hours.

Start narrow:
- Beachhead: HVAC and similar local service businesses
- Main pain: the owner or staff cannot be everywhere at once
- Main economic problem: missed after-hours leads
- Main operational problem: repetitive interruptions that overload staff
- Main emotional problem: the business feels unavailable when nobody is there to respond

## Core offer structure

Build messages around this stack:
1. Problem
2. Outcome
3. Mechanism
4. Proof
5. Ease
6. Action

Current default:
- Problem: you miss leads and questions when nobody is available
- Outcome: never miss another lead
- Mechanism: put a 24/7 website employee on your site
- Proof: Herm.chat is trained on your business info
- Ease: install with a simple copy-paste script
- Action: start free trial
- Secondary benefit: reduce interruptions that overload staff

## Positioning statement

Herm.chat helps local service businesses stop missing leads after hours by putting a 24/7 website employee on their website. It answers questions, captures lead details, and follows the business’s own information, all with a simple copy-paste script.

## Offer promise hierarchy

Use these in order of importance:

### Primary promise
- Never miss another lead

### Supporting promises
- Give customers 24/7 answers and lead capture
- Put a 24/7 website employee on your site
- Answer customer questions even when you cannot
- Reduce unnecessary phone calls and interruptions for staff

### Ease promises
- Start with your website URL
- Train Herm.chat on your business info
- Add it to your site with a simple copy-paste script

## Target buyer snapshot

Default buyer:
- owner or decision-maker at a local service business
- not highly technical
- cares more about practical results than AI novelty
- wants faster response without hiring more people
- will disengage if the product sounds enterprise, expensive, or complicated

## Competitive framing

Position against these alternatives:
- contact forms
- voicemail
- delayed callbacks
- generic AI tools that are not set up for the business website

Use this contrast:
- basic forms collect leads too late
- voicemail creates lag and friction
- generic AI sounds broad but still requires setup, prompting, and adaptation
- Herm.chat is focused on fast website answers and lead capture for real businesses

## What to avoid

Do not lead with:
- custom enterprise AI solution
- all-in-one support platform
- complex automation language
- abstract AI transformation claims
- technical jargon, especially the word "coding"

## Message filter

Before approving copy, ask:
- Is this clear to an HVAC owner reading quickly?
- Does this feel practical instead of futuristic?
- Does this promise more than the product really does?
- Does this reduce the fear that setup will be technical?
- Does this reinforce missed-lead prevention first?
- Does this support the secondary benefit of fewer interruptions for staff?

## Reusable formula

Use this formula for fast drafts:

[Outcome] by [mechanism] so you can [practical business result] without [common pain].

Examples:
- Never miss another lead by putting a 24/7 website employee on your site.
- Answer customer questions and capture leads after hours without being stuck on the phone.
- Give your website 24/7 answers and lead capture with a simple copy-paste script.

## Future expansion rule

Keep the first story narrow. Add broader use cases only after the main story is working.

Expand in this order:
1. HVAC and local service businesses
2. adjacent service categories
3. broader customer Q&A use cases
4. employee/internal knowledge use cases

Do not flatten the message by leading with everything Herm.chat can do.


---

# Channel Strategy

## Purpose

Use this file to choose practical go-to-market channels for Herm.chat without defaulting to generic startup advice.

## Current channel thesis

Herm.chat should focus first on channels that can reach local service business owners with a simple, concrete promise: never miss another lead.

The channel should make it easy to communicate:
- 24/7 answers and lead capture
- practical value over AI novelty
- simple setup with a copy-paste script
- relevance to HVAC and similar businesses

## Channel selection rules

Prefer channels where:
- the buyer already has active demand or visible pain
- the message can be understood in seconds
- the traffic can be sent directly to a trial or simple landing page
- results can be measured within 2 to 4 weeks
- the offer does not depend on a long education cycle

Avoid channels that require:
- deep technical education
- long founder-led thought leadership before response appears
- enterprise sales motion
- broad category creation before demand capture

## Current recommended order

### 1. Search intent channels

Start here when the goal is near-term acquisition.

Best fit:
- Google Ads around local service business website chat, lead capture, after-hours answering, and similar intent terms

Why it fits:
- catches buyers already looking for a solution
- aligns with practical pain
- easy to tie to a landing page and trial CTA
- measurable quickly

Watchouts:
- avoid broad AI keywords that attract curiosity traffic instead of buyers
- avoid overpromising enterprise capabilities
- make ad copy match the current homepage if campaigns are already in progress

### 2. Direct outreach to niche operators

Use when testing message-market fit with a narrow segment.

Best fit:
- HVAC owners
- local service operators
- small agencies serving local service businesses

Why it fits:
- gives fast feedback on whether the promise lands
- surfaces real objections quickly
- can produce copy ideas and objection language

Watchouts:
- do not sound like generic AI spam
- lead with missed leads and staff overload, not advanced AI capability

### 3. Partner and agency channel

Use when distribution leverage matters.

Best fit:
- website agencies for local businesses
- marketing freelancers managing local service websites
- CRM or lead-gen consultants with SMB clients

Why it fits:
- one partner can unlock multiple installs
- agencies already touch the website and can handle the script step
- lowers the setup anxiety for nontechnical owners

Watchouts:
- this may change the message from owner benefit to agency resale value
- keep core positioning intact even if partner packaging differs

### 4. Organic proof content

Use as support, not as the main acquisition engine.

Best fit:
- short teardown posts of missed-lead websites
- before/after examples
- example conversations for HVAC and other service businesses
- onboarding demos showing website URL to live widget flow

Why it fits:
- helps buyers visualize the product
- supports paid and outreach channels with proof
- builds a reusable content bank

Watchouts:
- do not rely on content alone for early growth
- avoid polished startup-brand content that does not speak to operators

## Channel-message fit

### For Google Ads and search landing pages
Lead with:
- put a 24/7 website employee on your site

Support with:
- never miss another lead
- 24/7 answers and lead capture
- trained on your business info
- simple copy-paste script
- start free trial

### For direct outreach
Lead with:
- after-hours leads are slipping through
- your team should not have to answer everything manually
- your website can answer questions and capture lead details automatically

Support with:
- simple setup
- focused product, not enterprise software
- practical examples from HVAC-style use cases

### For partner channels
Lead with:
- easy add-on for client websites
- helps clients capture more leads without adding staff
- simple install path

Support with:
- repeatable use case
- practical value clients understand fast

## Decision filter

Before recommending a channel, ask:
- does this channel reach local service owners or people who already serve them?
- can the message be understood in under 10 seconds?
- can Herm.chat prove value quickly there?
- is this a demand-capture channel or a demand-creation channel?
- should this channel be primary now or only supportive?

## Current recommendation summary

Primary channel right now:
1. search intent / Google Ads

Primary search lane right now:
- lead capture for service businesses

Primary ad framing:
- outcome-led, with AI visible but secondary
- if only one promise fits, use: put a 24/7 website employee on your site
- primary search-language cue: 24/7

Secondary order after that:
2. targeted outreach and validation conversations
3. agency/partner channel
4. organic support content

Do not spread effort evenly across too many channels early.


---

# Google Ads Guidance

## Purpose

Use this file when Herm.chat needs Google Ads strategy, search messaging, keyword framing, or negative keyword guidance.

## Current Google Ads stance

Treat Google Ads as the primary paid channel.

Current priorities:
- audience: owner or decision-maker at a local service business
- search lane: lead capture for service businesses
- strongest search cue: 24/7
- ad framing: lead with business outcome, keep AI visible but secondary
- single strongest promise when space is tight: put a 24/7 website employee on your site

## Message hierarchy for ads

Use this order:
1. 24/7 website employee
2. never miss another lead
3. 24/7 answers and lead capture
4. trained on your business info
5. simple copy-paste script

Do not try to say everything in one ad.

## Keyword guidance

Prefer practical, owner-language terms and commercial intent.

### Primary keyword themes
- 24/7 lead capture
- after hours lead capture
- website lead capture for service business
- HVAC website chat
- website chat for contractors
- customer questions on website
- lead capture chatbot for small business
- website assistant for local business

### Angle themes
- after-hours responsiveness
- missed leads
- answering customer questions
- fewer phone interruptions
- simple website setup

### Audience guardrail

Bias toward owner-facing search language, not agency jargon.

Prefer:
- terms a business owner might actually type
- pain words like leads, calls, questions, after hours, website

Be cautious with:
- broad chatbot terms
- abstract AI terms
- enterprise software language

## Negative keyword guidance

Use negative keywords to reduce low-intent, off-market, or technical curiosity traffic.

### Likely negatives to consider
- free
- jobs
- salary
- tutorial
- course
- training
- how to code
- coding
- github
- open source
- python
- javascript
- enterprise
- custom development
- SOC 2
- SSO
- customer service software
- help desk
- call center
- support ticket

### Negative keyword logic

Add negatives when traffic is drifting toward:
- job seekers
- students or learners
- developers looking for tools/code
- enterprise buyers needing broad software suites
- generic support software shoppers

Do not add negatives so aggressively that they block valid SMB buyers searching imperfectly.

## Ad writing rules

- Keep the language plain and practical.
- Avoid sounding like AI hype.
- Prefer one clear promise over stacked claims.
- Match the current homepage if campaigns are already in motion.
- Make setup sound simple but honest.
- Say "small businesses" explicitly when it helps disqualify enterprise traffic.
- Use this disqualifier phrase when helpful: built for local service businesses.
- Avoid the word "coding" in customer-facing copy.

## Example ad directions

### Direction 1: 24/7 employee
- Headline idea: Put a 24/7 Website Employee on Your Site
- Support idea: Capture leads and answer questions after hours

### Direction 2: missed-lead prevention
- Headline idea: Never Miss Another Lead
- Support idea: Give your website 24/7 answers and lead capture

### Direction 3: practical setup
- Headline idea: Add Herm.chat with One Simple Script
- Support idea: Trained on your business info

## Decision filter

Before approving keywords or ad copy, ask:
- would a local service owner actually search this?
- does this signal business pain or just AI curiosity?
- will this likely attract SMB buyers instead of developers or enterprise buyers?
- does this fit the current landing page message?
- does this stay focused on missed leads and 24/7 coverage?
- does it clearly sound like it is for small businesses?


---

# Keyword Cluster and Negative Keyword Matrix

## Purpose

Use this file when Herm.chat needs more structured paid-search planning than the baseline Google Ads guidance.

## Primary paid-search thesis

Target small-business owners in local service businesses who care about lead capture, responsiveness, and fewer interruptions.

Do not organize campaigns around abstract AI interest first.
Organize them around practical problems and plain-English outcomes.

## Campaign cluster model

Build keyword groups around intent, not around every possible feature.

Recommended first clusters:
1. 24/7 lead capture
2. after-hours answering
3. website chat for service businesses
4. HVAC-specific website lead capture
5. branded/supporting AI language

## Cluster 1: 24/7 lead capture

### Intent
Buyer wants more responsiveness and fewer missed leads.

### Sample keywords
- 24/7 lead capture
- 24/7 website lead capture
- lead capture for small business
- lead capture for service businesses
- website lead capture for contractors
- after hours lead capture
- never miss website leads

### Core message angle
Put a 24/7 website employee on your site.

### Best fit landing-page promise
- never miss another lead
- 24/7 answers and lead capture

## Cluster 2: after-hours answering

### Intent
Buyer worries about leads and questions that arrive when staff is unavailable.

### Sample keywords
- answer website questions after hours
- after hours customer questions
- after hours website chat
- website answers after hours
- customer questions on website after hours

### Core message angle
Your website keeps answering when your team is off the clock.

### Best fit landing-page promise
- your website works for you 24/7
- capture leads after hours

## Cluster 3: website chat for service businesses

### Intent
Buyer knows they want some kind of site chat or assistant, but not necessarily enterprise software.

### Sample keywords
- website chat for small business
- website chat for service business
- website chat for contractors
- website assistant for local business
- chat for HVAC website
- lead capture chatbot for small business

### Core message angle
Built for local service businesses.

### Best fit landing-page promise
- trained on your business info
- install with a simple copy-paste script

## Cluster 4: HVAC-specific website lead capture

### Intent
Buyer is in the beachhead vertical and relevance matters more than breadth.

### Sample keywords
- HVAC website chat
- HVAC lead capture
- HVAC website leads
- HVAC chatbot for website
- HVAC after hours leads
- HVAC website assistant

### Core message angle
Help HVAC companies capture more leads and answer customer questions after hours.

### Best fit landing-page promise
- practical HVAC examples
- urgent after-hours proof conversation

## Cluster 5: branded/supporting AI language

### Intent
Buyer has AI curiosity but still needs business value.

### Sample keywords
- AI website employee
- AI lead capture for small business
- AI assistant for service business website
- AI website chat for contractors

### Core message angle
Lead with outcome first, AI second.

### Best fit landing-page promise
- 24/7 website employee
- trained on your business info

## Priority order

Use this order unless performance data says otherwise:
1. 24/7 lead capture
2. website chat for service businesses
3. HVAC-specific website lead capture
4. after-hours answering
5. branded/supporting AI language

## Negative keyword matrix

Use negative keywords to exclude off-market traffic, but do not over-prune before data comes in.

### Developers / builders
Add when traffic shows technical tool seekers:
- github
- open source
- api
- python
- javascript
- code
- coding
- developer
- sdk
- source code

### Education / learning
Add when traffic shows students or casual learners:
- tutorial
- course
- class
- certification
- training
- how to build
- how to make
- example code

### Job seekers
Add when traffic shows employment intent:
- jobs
- job
- salary
- hiring
- careers
- resume

### Enterprise / compliance
Add when traffic shows buyers outside current readiness:
- enterprise
- enterprise chatbot
- SOC 2
- SSO
- HIPAA
- compliance
- custom development
- call center software
- support ticket system

### Freebie seekers
Add when traffic shows no buying intent:
- free
- free trial software comparison
- cheap
- template
- generator

## Negative keyword decision logic

If the searcher is likely asking:
- how to build this
- how to code this
- what tool should I develop with
- what enterprise platform should my security team approve
then the traffic is probably wrong for Herm.chat right now.

## Match-type guidance

Use tighter match types early for signal quality.

Suggested approach:
- exact and phrase match for first testing rounds
- broad match only after conversion data is strong and negatives are in place

## Copy alignment rules

For each keyword cluster, make sure the ad and page:
- say this is for small businesses or local service businesses when useful
- stay plain and practical
- avoid enterprise language
- avoid overexplaining AI
- keep setup believable

## Review checklist

Before approving a keyword set, ask:
- does this reflect business pain or just software category language?
- would an owner actually type this?
- does this attract SMB buyers instead of enterprise teams?
- does this cluster deserve its own ad group, or is it too weak yet?
- does the landing-page message truly match the keyword intent?


---

# Headline and Ad Copy Bank

## Purpose

Use this file when Herm.chat needs reusable headline directions, ad copy, or landing-page microcopy aligned to the current strategy.

## Core writing rules

- keep it plain and practical
- lead with business outcome
- keep AI visible but secondary unless the context demands it
- avoid sounding enterprise or overbuilt
- avoid the word "coding"
- stay consistent with current homepage and paid-search direction when campaigns are already underway

## Best current phrase set

Use these most often:
- 24/7 website employee
- never miss another lead
- 24/7 answers and lead capture
- built for local service businesses
- trained on your business info
- simple copy-paste script

## Homepage headline options

### Primary direction
- Put a 24/7 Website Employee on Your Site

### Outcome-first alternatives
- Never Miss Another Lead
- 24/7 Answers and Lead Capture for Small Businesses
- Turn Your Website Into a 24/7 Lead Catcher
- Your Website Can Keep Working After Hours

### Local-service-business alternatives
- Built for Local Service Businesses
- Help Your Website Answer Questions and Capture Leads 24/7
- Capture More Leads Without More Phone Calls

## Subhead options

- Herm.chat gives small businesses a 24/7 website employee that answers customer questions, captures leads, and installs with a simple copy-paste script.
- Herm.chat helps local service businesses capture more leads and answer customer questions after hours using an assistant trained on their business info.
- Herm.chat reads your website, answers questions, and captures lead details so your team can follow up as soon as possible.
- Herm.chat helps your website do more of the work when your team cannot be everywhere at once.

## CTA options

### Primary
- Start Free Trial

### Secondary tests
- Try Herm.chat Free
- Put Herm.chat on Your Site
- Start Capturing Leads 24/7

## Paid search headlines

### 24/7 website employee angle
- Put a 24/7 Website Employee on Your Site
- Give Your Website a 24/7 Employee
- Your Website Can Work 24/7
- 24/7 Website Employee for Small Business

### Missed-lead angle
- Never Miss Another Lead
- Stop Missing Leads After Hours
- Capture Leads Even After Hours
- Catch More Website Leads 24/7

### Local-service-business angle
- Built for Local Service Businesses
- Website Chat for Service Businesses
- 24/7 Lead Capture for Small Business
- Website Lead Capture for Contractors

### Setup-ease angle
- Add Herm.chat with One Simple Script
- Simple Copy-Paste Website Setup
- Add 24/7 Lead Capture to Your Site
- Start with Your Website URL

## Paid search descriptions

- Put a 24/7 website employee on your site to answer questions and capture leads after hours.
- Herm.chat helps small businesses capture more leads with 24/7 answers and lead capture.
- Built for local service businesses. Trained on your business info and added with a simple script.
- Give customers answers faster and collect lead details so your team can follow up as soon as possible.
- Help your website do more of the work without adding more phone interruptions for staff.

## Proof-section copy

- See how Herm.chat handles real after-hours customer questions.
- Example conversations show how Herm.chat captures lead details and keeps customers engaged.
- Herm.chat helps your team follow up with better context instead of starting from scratch.

## Setup microcopy

- Start with your website URL.
- Herm.chat reads your website so your customers get answers faster and easier.
- Add Herm.chat to your site with a simple copy-paste script.
- Setup should feel easier than you expected.

## Objection-handling lines

### Setup feels technical
- If you can copy and paste a website script, you can get started.
- Herm.chat is built to be simple for small businesses.
- Start with your website URL and keep setup moving.

### Worried about wrong answers
- Herm.chat is trained on your business info.
- Keep answers grounded in what your website already says.
- Use example conversations to show practical, believable responses.

### Not for enterprise
- Herm.chat is built for local service businesses, not enterprise software teams.
- Keep the product framed as practical and focused, not as a custom enterprise AI system.

## HVAC-specific lines

- Help your HVAC website answer questions and capture leads after hours.
- When someone asks, “Can someone come out tonight?” Herm.chat helps capture the lead and route it correctly.
- Reduce missed HVAC leads and repetitive after-hours interruptions.

## Review rule

Do not use this file as a random idea dump.
Choose the few lines that best match:
- the keyword intent
- the landing-page promise
- the buyer’s pain level
- the current campaign message


---

# Example Conversation Library

## Purpose

Use these examples to make Herm.chat feel concrete in marketing materials, reviews, and demos.

Rules:
- keep examples honest to current product behavior
- do not imply guaranteed technician availability
- prefer practical business scenarios over flashy AI demos
- show lead capture and follow-up clearly

## Default example structure

For each example, show:
- visitor question
- Herm.chat response
- lead capture step
- follow-up expectation
- business value demonstrated

## Example 1: After-hours HVAC emergency lead

### Visitor
Can someone come out tonight?

### Herm.chat
I’m sorry you’re dealing with that. I can help get your information to the team so they can follow up as soon as possible. What is your name?

### Visitor
Sarah

### Herm.chat
Thanks, Sarah. What’s the best phone number to reach you?

### Visitor
555-123-4567

### Herm.chat
Got it. What email address should we use if needed?

### Visitor
sarah@example.com

### Herm.chat
Thanks. Can you briefly describe what’s going on with your system?

### Visitor
My AC stopped working and the house is getting hot.

### Herm.chat
Thanks, Sarah. I’ve got your information and details about the issue. A team member will follow up with you as soon as possible.

### Business value
- captures an urgent lead after hours
- gathers contact info and issue details
- reduces the chance that the customer leaves and calls a competitor

## Example 2: Service area question

### Visitor
Do you service Broken Arrow?

### Herm.chat
I can help with that. Let me check the service information available for this business. If you’d like, I can also collect your contact details so a team member can confirm service availability.

### Business value
- answers common questions quickly
- keeps the lead engaged instead of sending them to voicemail

## Example 3: Pricing question

### Visitor
How much does AC repair usually cost?

### Herm.chat
Pricing can depend on the issue, the equipment, and what service is needed. If you want, I can collect your contact information and a few details about the problem so a team member can follow up with the right next step.

### Business value
- handles a common sales question without making false promises
- moves the conversation toward lead capture

## Example 4: General after-hours contact

### Visitor
Are you open right now?

### Herm.chat
I can still help you get your information to the team. If you share your name, phone number, email, and a quick note about what you need, a team member can follow up with you as soon as possible.

### Business value
- keeps after-hours visitors from bouncing
- creates a clear path to follow-up

## Example 5: Reduce phone interruptions

### Visitor
Do you install new systems?

### Herm.chat
Yes, this business can help with questions about new HVAC systems and installation. If you’d like, I can collect your contact information so a team member can follow up with next steps.

### Business value
- answers repetitive top-of-funnel questions
- reduces unnecessary calls to staff

## How to use these in marketing

Prefer examples that:
- feel common and believable
- show practical business value quickly
- reinforce 24/7 answers and lead capture
- make the product feel simple, not technical

For homepage proof sections, lead with the after-hours HVAC example first.


---

# Landing Page Audit Checklist

## Purpose

Use this checklist when reviewing Herm.chat landing pages, homepage sections, ad landing pages, or trial-start pages.

## Positioning checks

- Does the page clearly say this is for small businesses?
- Does the page feel relevant to local service businesses?
- Does the page avoid sounding like a custom enterprise AI solution?
- Does the page avoid sounding like an all-in-one support platform?
- Does the page frame Herm.chat as a practical website employee, not vague AI magic?

## Hero checks

- Is the main promise visible in the first screen?
- Is the headline understandable in under 5 seconds?
- Does the hero support the 24/7 website employee framing?
- Does the hero reinforce missed-lead prevention?
- Is the CTA clear and singular?

## Clarity checks

- Would an HVAC owner understand the page quickly?
- Is the language plain and practical?
- Does the page avoid the word "coding"?
- Does the page explain setup in an honest, simple way?
- Is the website URL input or setup path easy to understand?

## Proof checks

- Does the page show believable example conversations?
- Does the first proof example feel urgent and real?
- Does the page show how Herm.chat captures lead information?
- Does the page avoid fake promises about service availability?
- Does the proof section make the product feel useful immediately?

## Conversion checks

- Is there one main CTA instead of too many competing actions?
- Does the CTA match the ad promise?
- Does the page reduce setup anxiety?
- Does it create the reaction: "that was easier than I expected"?
- Does it explain what happens after the visitor starts the trial?

## Message consistency checks

- Does the page stay aligned with current Google Ads messaging?
- Does it preserve consistency if campaigns are already being built or running?
- Does it lead with outcome first and AI second?
- Does it repeat the strongest phrases consistently?
- Does it avoid introducing new positioning that breaks current campaign work?

## Offer checks

- Does the page promise 24/7 answers and lead capture?
- Does it make the business benefit obvious?
- Does it support missed leads as the primary pain?
- Does it support overloaded staff as a secondary benefit?
- Does it make the copy-paste script setup feel credible?

## Red flags

Flag the page if it:
- sounds like startup jargon
- sounds built for enterprise teams
- sounds too technical
- tries to explain everything the product can do
- leads with AI instead of business outcome
- makes availability promises the product cannot guarantee
- hides the CTA or muddies the next step

## Quick scoring method

Score each section from 1 to 5:
- positioning
- clarity
- proof
- conversion
- consistency

If any section scores below 3, fix that before polishing visuals.


---

# Workflows

## 1. Positioning pass

Use when Herm.chat needs a sharper market story.

Output:
- target user
- painful job to be done
- current alternatives
- differentiated promise
- reasons to believe
- concise positioning statement

## 2. Landing page pass

Use when drafting or revising homepage copy.

Output sections:
- hero
- problem
- solution
- how it works
- proof or credibility
- example conversations
- CTA
- objection handling

## 3. Launch planning pass

Use for feature launches, waitlists, and public announcements.

Output:
- launch goal
- audience
- core message
- assets needed
- channels
- timeline
- success metrics

## 4. Experiment backlog pass

Use when growth is uncertain and multiple bets are needed.

For each experiment capture:
- hypothesis
- audience
- channel
- asset required
- effort
- expected signal
- decision rule

## 5. Content repurposing pass

Turn one strong idea into multiple assets:
- founder post
- short email
- landing-page section
- FAQ answer
- demo script

## 6. Example conversation pass

Use when homepage proof should show what Herm.chat actually does.

Start with urgent, after-hours HVAC scenarios.

Default first scenario:
- Visitor asks: Can someone come out tonight?
- Herm.chat goal: gather contact information and issue details
- Herm.chat should not promise technician availability unless the business actually supports that
- Safe response pattern: acknowledge the issue, collect name/phone/problem details, then say a team member will follow up soon