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The Playbook / Build

5. Build

Templates in, pages out. A review gate before anything goes live.

Build from templates, never from scratch. One skeleton per page type, copied and filled.

Steps

  1. Build or reuse the skeleton for each page type: shared chrome, design tokens from the style guide, placeholder copy.
  2. The designer structures each page.
  3. The copywriter writes the copy, in the brand's style.
  4. The SEO agent adds metas, schema, and internal links.
  5. The editor checks every page against every rule layer. 0 violations or it does not pass.
  6. The owner reviews every page, one by one, rendered (not diffs), before launch.

SOP: creating a NEW template page type

  1. Check the library first: does a template for this page type already exist? Reuse beats rebuild.
  2. Draft the section structure, get it approved.
  3. Build it once as a clean skeleton (placeholder copy, tokens, no project-specific hardcoding).
  4. Run the template SEO check below; a template that fails it multiplies the failure across every page built from it.
  5. Use it in the project, fix what reality teaches.
  6. Push the cleaned template back to the library so the next project starts from it.

Template SEO check (every new template passes this before use)

  • Search intent above the fold: the first screen answers what the searcher came for. Short intro (about 80 words max), the answer or the offer visible without scrolling, no giant decorative hero pushing the substance down.
  • One H1 slot, clean H2/H3 hierarchy underneath, no skipped levels.
  • Question-style headings read as real questions and end with "?".
  • Anything with 3+ items is a list or a table slot, not a paragraph.
  • Paragraphs break every 2-3 sentences; text floor stays readable on mobile.
  • Built-in slots for: internal links (in-context, not just a related box), one clear CTA placement, images with alt text, and the page type's schema.
  • A meta title + description pattern defined per template, so no page built from it ships with a blank or templated-filler meta.
  • Mobile-first: no horizontal scroll at 375px, tap targets 44px+.

Done when

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