{
  "format": "aesthetary.ia-structure",
  "version": "0.2",
  "made": {
    "by": "Aesthetary IA Library",
    "on": "2026-10-06",
    "pattern": "local-trade",
    "pattern_maturity": "reasoned, not built"
  },
  "project": {
    "name": "Worked example: a test brief, not a real business",
    "note": "Facts below are the brief. Anything unanswered is listed, never assumed."
  },
  "copy_guidance": {
    "source": "Aesthetary Website Blueprints: the same copywriting guidance the blueprint pages show",
    "how_to_use": {
      "formula": "An instruction, not text to publish. Write original copy for this project that does what the formula describes, using the project’s real facts. Never publish the formula, or anything in square brackets.",
      "why_it_works": "The reasoning behind the section, for whoever writes the copy. Use it to judge a draft; don’t put it on the page.",
      "illustrative_example": "Written for a made-up business to show the formula applied. Never reuse its wording, names, places, numbers or quotes.",
      "project_content": "The project’s own facts are the brief’s answers, any entities and project decisions, and the slots marked “to supply”. Fill slots only with real content from the business. If it isn’t available, leave the slot visibly empty and list it; never invent reviews, ratings, registrations, prices or results."
    }
  },
  "brief": {
    "answered": {
      "urgency": {
        "question": "How soon do people usually need you?",
        "answer": "Right now, it’s an emergency",
        "value": "emergency"
      },
      "main_action": {
        "question": "What should a ready visitor do?",
        "answer": "Phone us",
        "value": "call"
      },
      "services": {
        "question": "How many distinct services or offers?",
        "answer": "2 to 6",
        "value": "few"
      },
      "proof": {
        "question": "What proof do you actually have?",
        "answer": "Registrations, licences, memberships, Reviews or ratings",
        "value": [
          "register",
          "reviews"
        ]
      },
      "area_pages": {
        "question": "Do you have real local content for each area you cover (jobs done there, the person based there)?",
        "answer": "No, just the list of areas",
        "value": "no"
      }
    },
    "unanswered": [
      {
        "fact": "prices",
        "question": "Can you publish prices?"
      },
      {
        "fact": "people",
        "question": "Do clients care which person they get?"
      },
      {
        "fact": "languages",
        "question": "How many languages?"
      }
    ]
  },
  "site_pattern": {
    "id": "local-trade",
    "name": "Trades and call-out services",
    "problem": "Someone with a problem at home needs to know, fast: can you come, when, to my area, roughly for how much, and are you legit?",
    "leads_with": "The phone (or the quote), the area covered, and proof that can be checked. Not the firm’s story."
  },
  "primary_action": {
    "role": "call",
    "label": "Phone",
    "intent": "Reach the business by phone, now",
    "outcome": "inquiry",
    "implementation": "Build decides (likely tel)",
    "decided": true,
    "second_routes": [
      {
        "role": "message",
        "label": "Message (WhatsApp, Viber, SMS)",
        "intent": "Start a written conversation in the app they already use"
      }
    ],
    "why": "In an emergency people phone. The call goes on every view, with when it is answered.",
    "stated_preference": {
      "role": "call",
      "label": "Phone",
      "answer": "Phone us"
    },
    "follows_preference": true
  },
  "page_frame": [
    {
      "module": "persistent-action",
      "name": "Always-there call or book",
      "strength": "required",
      "status": "include",
      "why": "Emergency work: reaching you must be possible from every view, with the hours it’s answered. How it looks is Design’s.",
      "presentation": "Design decides; Build implements.",
      "copy": {
        "formula": "[Same main action] + [when it’s answered]",
        "why_it_works": "Keeps the main action one tap away as people scroll, so nobody has to hunt for your number.",
        "illustrative_example": "“Call now · answered 24 hours”, fixed at the bottom of the phone screen."
      }
    },
    {
      "module": "language-switch",
      "name": "Language switch",
      "strength": "required",
      "status": "depends",
      "depends_on": [
        "languages"
      ],
      "why": "Several languages: a way to switch is required on every page. Where and how it shows is Design’s.",
      "presentation": "Design decides; Build implements.",
      "copy": {
        "formula": "[Each language, named in itself]",
        "why_it_works": "Lets people switch to their language, named in that language.",
        "illustrative_example": "“English · Polski”"
      }
    }
  ],
  "entities": {
    "service": [
      "Boiler repair",
      "Emergency leak repair"
    ],
    "area": [
      "Leeds (towns covered: to supply)"
    ]
  },
  "project_decisions": [
    {
      "about": "Service pages",
      "decided": "Two, one per job the brief names: boiler repair and emergency leak repair. No “All services” page.",
      "basis": "brief"
    },
    {
      "about": "Prices",
      "decided": "The fixed call-out price sits beside the call button (the action’s terms). Job prices are unanswered, so each service page says what the price depends on.",
      "basis": "brief; NN/g on showing sample prices"
    },
    {
      "about": "Always-there call",
      "decided": "Required on every page, with the hours it is answered. How it looks is a design decision.",
      "basis": "brief (11pm calls)"
    },
    {
      "about": "Reviews",
      "decided": "From a named platform, with count and date. To supply; nothing is invented.",
      "basis": "brief"
    },
    {
      "about": "Area pages",
      "decided": "None. The brief names one city and no local content per area.",
      "basis": "Google’s policy on thin per-town pages"
    }
  ],
  "pages": [
    {
      "page": "home",
      "name": "Home",
      "route": "/",
      "phone_first": [
        "action",
        "service-area",
        "proof-strip"
      ],
      "phone_notes": [
        {
          "module": "action",
          "note": "Reachable at every scroll position, one thumb away (a fixed bar is one way; Design decides)."
        },
        {
          "module": "service-area",
          "note": "Moves up: “do you cover me?” is answered before anything else."
        },
        {
          "module": "proof-strip",
          "note": "Shrinks to one line, detail one tap away."
        }
      ],
      "status": "include",
      "job": "Can you come, to me, soon, for roughly what, and are you legit?",
      "modules": [
        {
          "module": "proposition",
          "name": "What this is",
          "jobs": [
            "orient",
            "explain"
          ],
          "status": "include",
          "role": "Positioning",
          "latitude": null,
          "slots": [
            {
              "slot": "what",
              "name": "What you do, in plain words",
              "need": "required",
              "content": "to supply"
            },
            {
              "slot": "who",
              "name": "Who it is for",
              "need": "conditional",
              "content": "to supply"
            },
            {
              "slot": "where",
              "name": "Where (town or area)",
              "need": "conditional",
              "content": "to supply"
            }
          ],
          "why": "Trade and town in plain words.",
          "copy": {
            "formula": "[The jobs you do + where + how fast you come], then [your price promise + who turns up]",
            "why_it_works": "Someone with a leak or a broken boiler is scanning for three answers: do you do this job, do you cover my area, and how soon. Answering all three in the first line keeps them from going back to the search results.",
            "illustrative_example": "“Boiler repairs and emergency leaks, across the city.” Then: “Fixed call-out price. An engineer on the way, day or night.”"
          }
        },
        {
          "module": "action",
          "name": "Main action",
          "jobs": [
            "act"
          ],
          "status": "include",
          "role": "Primary action",
          "latitude": null,
          "slots": [
            {
              "slot": "primary",
              "name": "Primary action (a role, not a label)",
              "need": "required",
              "content": "to supply"
            },
            {
              "slot": "secondary",
              "name": "Second route",
              "need": "optional",
              "content": "to supply"
            },
            {
              "slot": "reassurance",
              "name": "Terms at the action",
              "need": "conditional",
              "content": "to supply"
            }
          ],
          "why": "Call, quote or book, chosen by urgency and main_action.",
          "copy": {
            "formula": "[Call or book + who answers], with [call-out fee + when the phone is answered]",
            "why_it_works": "An urgent customer wants to act now. Saying who picks up, and what the visit costs before they call, removes the two worries that stop them dialing.",
            "illustrative_example": "“Call now, an engineer answers”, with “Call-out fee £— · answered 24 hours” beside it."
          }
        },
        {
          "module": "service-area",
          "name": "Where we work",
          "jobs": [
            "orient",
            "reassure"
          ],
          "status": "include",
          "role": "Local information",
          "latitude": null,
          "slots": [
            {
              "slot": "areas",
              "name": "Towns and areas, as text",
              "need": "required",
              "many": true,
              "content": "to supply"
            },
            {
              "slot": "edge",
              "name": "What happens just outside",
              "need": "optional",
              "content": "to supply"
            },
            {
              "slot": "map",
              "name": "Map",
              "need": "optional",
              "content": "to supply"
            }
          ],
          "why": "The eligibility check, next to the action.",
          "copy": {
            "formula": "[Where you work, as place names] + [what happens just outside]",
            "why_it_works": "Answers “do you cover me?” straight away, so people outside your area don’t waste a call and people inside it don’t wonder.",
            "illustrative_example": "“Leeds, Horsforth, Pudsey, Morley and Wetherby. Just outside? Ask; we add a travel charge of £—.”"
          }
        },
        {
          "module": "proof-strip",
          "name": "Proof",
          "jobs": [
            "prove",
            "reassure"
          ],
          "status": "include",
          "role": "Trust & proof",
          "latitude": null,
          "slots": [
            {
              "slot": "registers",
              "name": "Registrations",
              "need": "conditional",
              "many": true,
              "content": "to supply"
            },
            {
              "slot": "insurance",
              "name": "Insurance",
              "need": "optional",
              "content": "to supply"
            },
            {
              "slot": "reviews-summary",
              "name": "Review source, count and date",
              "need": "conditional",
              "content": "to supply"
            },
            {
              "slot": "clients",
              "name": "Named clients (with permission)",
              "need": "conditional",
              "many": true,
              "content": "to supply"
            }
          ],
          "why": "Registrations, insurance, review count: what each must show comes from the field’s rules.",
          "copy": {
            "formula": "[Verifiable evidence that reduces hesitation], each with a way to check it",
            "why_it_works": "Gives people something they can check, so they don’t have to take your word for it.",
            "illustrative_example": "“Gas Safe registered · no. — · Check the register ↗”"
          }
        },
        {
          "module": "service-index",
          "name": "Services",
          "jobs": [
            "explain",
            "explore"
          ],
          "status": "include",
          "role": "Service navigation",
          "latitude": null,
          "slots": [
            {
              "slot": "items",
              "name": "Services",
              "need": "required",
              "many": true,
              "content": "to supply"
            },
            {
              "slot": "grouping",
              "name": "Grouped by need, client type or life event",
              "need": "optional",
              "content": "to supply"
            },
            {
              "slot": "price-hint",
              "name": "Price or “from” price per service",
              "need": "conditional",
              "content": "to supply"
            }
          ],
          "why": "Job types, each linking to its priced page.",
          "copy": {
            "formula": "[Job + “from” price], one line each, in the words customers search for",
            "why_it_works": "People arrive with a specific job in mind. Seeing that exact job, with a rough price, tells them they’re in the right place without reading further.",
            "illustrative_example": "“Emergency leak repair · from £—”, “Boiler repair · from £—”, “Boiler service · from £—”."
          }
        },
        {
          "module": "steps",
          "name": "What happens next",
          "jobs": [
            "explain",
            "reassure"
          ],
          "status": "include",
          "role": "What happens next",
          "latitude": null,
          "slots": [
            {
              "slot": "step",
              "name": "Step",
              "need": "required",
              "many": true,
              "content": "to supply"
            },
            {
              "slot": "when",
              "name": "Time per step",
              "need": "optional",
              "content": "to supply"
            },
            {
              "slot": "cost",
              "name": "Cost per step",
              "need": "optional",
              "content": "to supply"
            }
          ],
          "why": "What happens after you call: who comes, when, what it costs to come.",
          "copy": {
            "formula": "[What they do first] → [what you do next + how fast] → [the work] → [how it ends + what it costs]",
            "why_it_works": "Takes the unknown out of getting in touch: what happens after the first click, who does it, how long it takes and what it costs.",
            "illustrative_example": "“1 You call or send a photo. 2 We give you a time, usually the same day. 3 The engineer fixes it and shows you what was wrong. 4 You pay the price we agreed.”"
          }
        },
        {
          "module": "people",
          "name": "Who you’ll deal with",
          "jobs": [
            "reassure",
            "prove"
          ],
          "status": "depends",
          "depends_on": [
            "people"
          ],
          "role": "Trust & proof",
          "latitude": null,
          "slots": [
            {
              "slot": "name",
              "name": "Name and role",
              "need": "required",
              "many": true,
              "content": "to supply"
            },
            {
              "slot": "register",
              "name": "Personal registration and number",
              "need": "conditional",
              "content": "to supply"
            },
            {
              "slot": "photo",
              "name": "Photo (consented)",
              "need": "optional",
              "content": "to supply"
            },
            {
              "slot": "does",
              "name": "What they do for you",
              "need": "required",
              "content": "to supply"
            },
            {
              "slot": "book-with",
              "name": "Book with this person",
              "need": "conditional",
              "content": "to supply"
            }
          ],
          "why": "Who turns up.",
          "copy": {
            "formula": "[Name + role] + [what this person does for the customer]",
            "why_it_works": "Puts names and faces on the business. That matters most when you come into someone’s home or handle their money or health.",
            "illustrative_example": "“Dan Shaw, heating engineer. Services and repairs most boilers in the north of the city. Gas Safe no. —.”"
          }
        },
        {
          "module": "reviews",
          "name": "What clients say",
          "jobs": [
            "prove"
          ],
          "status": "include",
          "role": "Supporting evidence",
          "latitude": null,
          "slots": [
            {
              "slot": "quotes",
              "name": "Quote, name or initials, context, date, where it was left",
              "need": "required",
              "many": true,
              "content": "to supply"
            }
          ],
          "why": "Attributed, dated, sourced.",
          "copy": {
            "formula": "[A real customer’s words + the specific result], with name or initials, place, date and where it was left",
            "why_it_works": "Lets someone like the visitor say it for you. A quote about the job they need does more than general praise.",
            "illustrative_example": "An illustration of the shape, for a made-up business: “Water through the kitchen ceiling at 9pm; fixed by 11.” Sam, Headingley, March, on Google. Use your real reviews."
          }
        }
      ]
    },
    {
      "page": "services",
      "name": "One page per service",
      "route": "/services/{service}",
      "page_pattern": "service",
      "one_per": "service",
      "status": "include",
      "job": "Do you do exactly this, for how much?",
      "modules": [
        {
          "module": "item-header",
          "name": "Item summary",
          "jobs": [
            "orient",
            "explain"
          ],
          "status": "include",
          "role": "Positioning",
          "latitude": null,
          "slots": [
            {
              "slot": "title",
              "name": "Title",
              "need": "required",
              "content": "to supply"
            },
            {
              "slot": "summary",
              "name": "One-line summary",
              "need": "required",
              "content": "to supply"
            },
            {
              "slot": "status",
              "name": "Price, status or date",
              "need": "conditional",
              "content": "to supply"
            }
          ],
          "why": "Names the service and who it is for, in the visitor’s words.",
          "copy": {
            "formula": "[The job, named the way customers say it] + [who it’s for + price from + how soon]",
            "why_it_works": "Confirms the visitor found the exact job they searched for, and answers the first two questions: how much, and how soon.",
            "illustrative_example": "“Boiler repair: most makes, from £—, usually fixed within a day.”"
          }
        },
        {
          "module": "price-list",
          "name": "Prices",
          "jobs": [
            "reassure",
            "explain"
          ],
          "status": "depends",
          "depends_on": [
            "prices"
          ],
          "role": "Price",
          "latitude": null,
          "slots": [
            {
              "slot": "items",
              "name": "Item and price (or “from” price)",
              "need": "required",
              "many": true,
              "content": "to supply"
            },
            {
              "slot": "includes",
              "name": "What’s included",
              "need": "conditional",
              "content": "to supply"
            },
            {
              "slot": "tax",
              "name": "Tax shown or included",
              "need": "required",
              "content": "to supply"
            },
            {
              "slot": "extras",
              "name": "Extra fees (call-out, deposit, travel)",
              "need": "conditional",
              "content": "to supply"
            },
            {
              "slot": "depends",
              "name": "What changes the price",
              "need": "conditional",
              "content": "to supply"
            },
            {
              "slot": "updated",
              "name": "Last updated",
              "need": "optional",
              "content": "to supply"
            }
          ],
          "why": "The price for this service, with what’s included and any extra fees.",
          "copy": {
            "formula": "[This job + fixed or “from” price] + [what’s included] + [what could add to it]",
            "why_it_works": "The price of this one job, what’s included and what could add to it.",
            "illustrative_example": "“Boiler service · £— including VAT · parts extra, quoted before we start.”"
          }
        },
        {
          "module": "steps",
          "name": "What happens next",
          "jobs": [
            "explain",
            "reassure"
          ],
          "status": "include",
          "role": "What happens next",
          "latitude": null,
          "slots": [
            {
              "slot": "step",
              "name": "Step",
              "need": "required",
              "many": true,
              "content": "to supply"
            },
            {
              "slot": "when",
              "name": "Time per step",
              "need": "optional",
              "content": "to supply"
            },
            {
              "slot": "cost",
              "name": "Cost per step",
              "need": "optional",
              "content": "to supply"
            }
          ],
          "why": "What happens from the first call to the finished job: the question that stops people booking.",
          "copy": {
            "formula": "[What they do first] → [what you do next + how fast] → [the work] → [how it ends + what it costs]",
            "why_it_works": "Takes the unknown out of getting in touch: what happens after the first click, who does it, how long it takes and what it costs.",
            "illustrative_example": "“1 You call or send a photo. 2 We give you a time, usually the same day. 3 The engineer fixes it and shows you what was wrong. 4 You pay the price we agreed.”"
          }
        },
        {
          "module": "people",
          "name": "Who you’ll deal with",
          "jobs": [
            "reassure",
            "prove"
          ],
          "status": "depends",
          "depends_on": [
            "people"
          ],
          "role": "Trust & proof",
          "latitude": null,
          "slots": [
            {
              "slot": "name",
              "name": "Name and role",
              "need": "required",
              "many": true,
              "content": "to supply"
            },
            {
              "slot": "register",
              "name": "Personal registration and number",
              "need": "conditional",
              "content": "to supply"
            },
            {
              "slot": "photo",
              "name": "Photo (consented)",
              "need": "optional",
              "content": "to supply"
            },
            {
              "slot": "does",
              "name": "What they do for you",
              "need": "required",
              "content": "to supply"
            },
            {
              "slot": "book-with",
              "name": "Book with this person",
              "need": "conditional",
              "content": "to supply"
            }
          ],
          "why": "Who provides this service, when clients pick a person.",
          "copy": {
            "formula": "[Name + role] + [what this person does for the customer]",
            "why_it_works": "Puts names and faces on the business. That matters most when you come into someone’s home or handle their money or health.",
            "illustrative_example": "“Dan Shaw, heating engineer. Services and repairs most boilers in the north of the city. Gas Safe no. —.”"
          }
        },
        {
          "module": "proof-strip",
          "name": "Proof",
          "jobs": [
            "prove",
            "reassure"
          ],
          "status": "include",
          "role": "Trust & proof",
          "latitude": null,
          "slots": [
            {
              "slot": "registers",
              "name": "Registrations",
              "need": "conditional",
              "many": true,
              "content": "to supply"
            },
            {
              "slot": "insurance",
              "name": "Insurance",
              "need": "optional",
              "content": "to supply"
            },
            {
              "slot": "reviews-summary",
              "name": "Review source, count and date",
              "need": "conditional",
              "content": "to supply"
            },
            {
              "slot": "clients",
              "name": "Named clients (with permission)",
              "need": "conditional",
              "many": true,
              "content": "to supply"
            }
          ],
          "why": "The registration or licence that covers this specific work (a gas engineer’s categories, a solicitor’s practice area).",
          "copy": {
            "formula": "[Verifiable evidence that reduces hesitation], each with a way to check it",
            "why_it_works": "Gives people something they can check, so they don’t have to take your word for it.",
            "illustrative_example": "“Gas Safe registered · no. — · Check the register ↗”"
          }
        },
        {
          "module": "reviews",
          "name": "What clients say",
          "jobs": [
            "prove"
          ],
          "status": "include",
          "role": "Supporting evidence",
          "latitude": null,
          "slots": [
            {
              "slot": "quotes",
              "name": "Quote, name or initials, context, date, where it was left",
              "need": "required",
              "many": true,
              "content": "to supply"
            }
          ],
          "why": "Reviews about this service rather than the firm in general.",
          "copy": {
            "formula": "[A real customer’s words + the specific result], with name or initials, place, date and where it was left",
            "why_it_works": "Lets someone like the visitor say it for you. A quote about the job they need does more than general praise.",
            "illustrative_example": "An illustration of the shape, for a made-up business: “Water through the kitchen ceiling at 9pm; fixed by 11.” Sam, Headingley, March, on Google. Use your real reviews."
          }
        },
        {
          "module": "faq",
          "name": "Questions people ask",
          "jobs": [
            "reassure"
          ],
          "status": "optional",
          "role": "Reassurance",
          "latitude": null,
          "slots": [
            {
              "slot": "items",
              "name": "Question and answer",
              "need": "required",
              "many": true,
              "content": "to supply"
            }
          ],
          "why": "Only the questions people ask about this service.",
          "copy": {
            "formula": "[Real customer objection + direct answer]",
            "why_it_works": "Answers the doubts that stop people acting, in the words they use when they ask.",
            "illustrative_example": "“Do you charge if you can’t fix it? You pay the call-out fee only, and we tell you what it would take.”"
          }
        },
        {
          "module": "action",
          "name": "Main action",
          "jobs": [
            "act"
          ],
          "status": "include",
          "role": "Primary action",
          "latitude": null,
          "slots": [
            {
              "slot": "primary",
              "name": "Primary action (a role, not a label)",
              "need": "required",
              "content": "to supply"
            },
            {
              "slot": "secondary",
              "name": "Second route",
              "need": "optional",
              "content": "to supply"
            },
            {
              "slot": "reassurance",
              "name": "Terms at the action",
              "need": "conditional",
              "content": "to supply"
            }
          ],
          "why": "The page’s one action, with this service’s terms beside it.",
          "copy": {
            "formula": "[Call or book + who answers], with [call-out fee + when the phone is answered]",
            "why_it_works": "An urgent customer wants to act now. Saying who picks up, and what the visit costs before they call, removes the two worries that stop them dialing.",
            "illustrative_example": "“Call now, an engineer answers”, with “Call-out fee £— · answered 24 hours” beside it."
          }
        }
      ]
    },
    {
      "page": "about",
      "name": "About and people",
      "route": "/about",
      "page_pattern": "people",
      "status": "depends",
      "depends_on": [
        "people"
      ],
      "job": "Who you are letting into your home.",
      "modules": [
        {
          "module": "people",
          "name": "Who you’ll deal with",
          "jobs": [
            "reassure",
            "prove"
          ],
          "status": "include",
          "role": "Trust & proof",
          "latitude": null,
          "slots": [
            {
              "slot": "name",
              "name": "Name and role",
              "need": "required",
              "many": true,
              "content": "to supply"
            },
            {
              "slot": "register",
              "name": "Personal registration and number",
              "need": "conditional",
              "content": "to supply"
            },
            {
              "slot": "photo",
              "name": "Photo (consented)",
              "need": "optional",
              "content": "to supply"
            },
            {
              "slot": "does",
              "name": "What they do for you",
              "need": "required",
              "content": "to supply"
            },
            {
              "slot": "book-with",
              "name": "Book with this person",
              "need": "conditional",
              "content": "to supply"
            }
          ],
          "why": "Name, role, what they do for you, registration.",
          "copy": {
            "formula": "[Name + role] + [what this person does for the customer]",
            "why_it_works": "Puts names and faces on the business. That matters most when you come into someone’s home or handle their money or health.",
            "illustrative_example": "“Dan Shaw, heating engineer. Services and repairs most boilers in the north of the city. Gas Safe no. —.”"
          }
        },
        {
          "module": "proof-strip",
          "name": "Proof",
          "jobs": [
            "prove",
            "reassure"
          ],
          "status": "include",
          "role": "Trust & proof",
          "latitude": null,
          "slots": [
            {
              "slot": "registers",
              "name": "Registrations",
              "need": "conditional",
              "many": true,
              "content": "to supply"
            },
            {
              "slot": "insurance",
              "name": "Insurance",
              "need": "optional",
              "content": "to supply"
            },
            {
              "slot": "reviews-summary",
              "name": "Review source, count and date",
              "need": "conditional",
              "content": "to supply"
            },
            {
              "slot": "clients",
              "name": "Named clients (with permission)",
              "need": "conditional",
              "many": true,
              "content": "to supply"
            }
          ],
          "why": "Each person’s registration with a check link, on their own page.",
          "copy": {
            "formula": "[Verifiable evidence that reduces hesitation], each with a way to check it",
            "why_it_works": "Gives people something they can check, so they don’t have to take your word for it.",
            "illustrative_example": "“Gas Safe registered · no. — · Check the register ↗”"
          }
        },
        {
          "module": "action",
          "name": "Main action",
          "jobs": [
            "act"
          ],
          "status": "depends",
          "depends_on": [
            "people"
          ],
          "role": "Primary action",
          "latitude": null,
          "slots": [
            {
              "slot": "primary",
              "name": "Primary action (a role, not a label)",
              "need": "required",
              "content": "to supply"
            },
            {
              "slot": "secondary",
              "name": "Second route",
              "need": "optional",
              "content": "to supply"
            },
            {
              "slot": "reassurance",
              "name": "Terms at the action",
              "need": "conditional",
              "content": "to supply"
            }
          ],
          "why": "“Book with this person”, when clients choose.",
          "copy": {
            "formula": "[Call or book + who answers], with [call-out fee + when the phone is answered]",
            "why_it_works": "An urgent customer wants to act now. Saying who picks up, and what the visit costs before they call, removes the two worries that stop them dialing.",
            "illustrative_example": "“Call now, an engineer answers”, with “Call-out fee £— · answered 24 hours” beside it."
          }
        }
      ]
    }
  ],
  "left_out": [
    {
      "what": "Home: Prices",
      "why": "left out because services is “2 to 6”"
    },
    {
      "what": "page: All services",
      "why": "left out because services is “2 to 6”"
    },
    {
      "what": "page: One page per area",
      "why": "left out because area_pages is “No, just the list of areas”"
    },
    {
      "what": "page: Prices",
      "why": "left out because services is “2 to 6”"
    },
    {
      "what": "page: Finished jobs",
      "why": "left out because proof is “Registrations, licences, memberships, Reviews or ratings”"
    },
    {
      "what": "page: Quote or booking",
      "why": "left out because main_action is “Phone us”"
    }
  ],
  "constraint_profiles": [],
  "field_rules": "Not applied. Rules for this field (what it must show) will add requirements to existing sections once they are approved; they never change the structure.",
  "open_questions": [
    "Can you publish prices?",
    "Do clients care which person they get?",
    "How many languages?",
    "Do clients care which engineer comes? (The brief’s “we turn up when we say” suggests naming who turns up.)",
    "Are job prices published, “from”, or by quote?",
    "Which towns around Leeds are covered?",
    "How many languages? (Not stated, so not assumed.)",
    "Is messaging a second route? The pattern suggests it; the brief only asks for the phone.",
    "Whether builders belong here or in Portfolio (see Boundary cases).",
    "Whether the B2B variant (hauliers, contractors who quote) holds.",
    "Whether a per-area page with real local content (jobs done there, the local engineer) is worth having.",
    "No trades site has been built from this or tested with visitors."
  ],
  "receives": {
    "design": [
      "pages[].name, job and order (the hierarchy)",
      "pages[].modules[] in order, with jobs and role",
      "status “depends” (unresolved) vs optional",
      "page_frame with required/recommended strength",
      "pages[].phone_first and phone_notes (the phone order)",
      "primary_action label and intent"
    ],
    "build": [
      "pages[].route and one_per (routes and repeating pages)",
      "pages[].modules[] in order",
      "modules[].slots with need, many and any profile obligation",
      "primary_action.intent and second_routes (implemented per platform)",
      "page_frame (required/recommended)",
      "left_out (must stay out)",
      "entities, when the project names them"
    ]
  },
  "handoff": {
    "design": "Read pages[] in order and modules[] in order: that is the hierarchy. jobs[] say what each module must achieve; status \"depends\" means unresolved, not optional. Look, type, imagery and Elements are Design’s; nothing here prescribes them.",
    "build": "Make one route per page (one per entity where one_per is set), modules in the given order, every slot with need \"required\" filled before ship. Implement each action so it achieves its intent on this project’s platform. Do not read why as an instruction.",
    "qa": "Check that each included module does its jobs, required slots are filled with real content, left_out items stayed out, and the primary action leads where its label says.",
    "copy": "Write each section’s copy from copy.formula and the project’s real facts; check it against copy.why_it_works. Never reproduce copy.illustrative_example or publish text in square brackets. The guidance is a set of recommendations to test with real visitors, not a promise of results."
  }
}