Brand / Messaging hierarchy
Messaging hierarchy
Say one thing per level, in this order. Higher levels are locked; lower levels change with the page.
01The levels
| Level | Line | Rule |
|---|---|---|
| 1 · Tagline | Quiet intelligence beats loud platforms. | Hero H1 on Home and the OG card. Once per surface. |
| 2 · Category | AI-native intelligence you own. | Eyebrow above the tagline in the Home hero (NTWRK / AI-NATIVE INTELLIGENCE YOU OWN), and in Home’s page title. Not on the default OG image (see Social and OG cards). |
| 3 · What we do | A Melbourne consultancy that builds intelligence into the systems your business runs. | Hero body, footer, author bios. |
| 4 · Offer | One decision, tested in 30 days. | Offer strip, primary CTA. The live Home H2. The CTA lead-in “A 30-day proof on one decision.” sits under each Book a call button (approved by Wes, 13 Oct 2026). |
| 5 · Door | customer intelligence / operating intelligence | Audience pages only. Lowercase in prose. |
| 6 · Proof | Client names, the 33-policy read, method notes | Never adjectives. Always with source and date. |
| 7 · Action | Book a call | One primary action per view. The one primary CTA wording, on every button (R5). |
02Worked example: Home hero
NTWRK / AI-NATIVE INTELLIGENCE YOU OWN L2
Quiet intelligence
beats loud platforms. L1
Your people know which customers need attention and where a process gets stuck. NTWRK builds that knowledge into the systems your business already runs. Your business owns what’s built, and your people can see why each decision was made. L3
30-MINUTE CALL · THE DECISION · WHERE THE DATA SITS · WHO WILL RUN IT L4
03CTA vocabulary
| Intent | Label | Style |
|---|---|---|
| Start a project | Book a call | Primary button. The one primary CTA wording, on every button (R5). |
| CTA lead-in | A 30-day proof on one decision. | The short form under each Book a call button, the full form once per page in the close band. Approved by Wes, 13 Oct 2026. |
| See evidence | See the work | Secondary button (hero only) |
| Understand how we work | See how we work | Text link |
| Read | Read Build to Keep · Read the client work | Text link |
| Subscribe | Get the next note | Form submit |
| Self-assess | Run the removability test | Text link |
- Labels are verbs plus the thing. No “Learn more”, “Click here” or “Get started”.
- Never two primary buttons in one view.
- “Scope the 30-day POC” is retired as a CTA. “30-day proof” is the only noun form. Avoid “POC” and “proof of concept” in copy.
- The last two sentences before a CTA end on the reader’s problem, not on NTWRK (canon rule 8).
04Signature devices
The antithesis (“X beats Y”), the ownership frame (“you own”) and the “quiet” motif each appear at most once per page. Stacked, they read as a trick.
Do
Rent breadth. Own the decision.
One antithesis carrying a real distinction (field note No. 05 title).
Build to Keep No. 05
Don’t
Quiet intelligence you own beats loud rented platforms, quietly.
Three devices stacked in one line. Constructed example.
Illustrative