# BT Web Group — Packages Launch Design

**Date:** 2026-06-02
**Owner:** Sanket Lakhani, BT Web Group (Lexington, KY)
**Status:** Draft — pending implementation
**Audience:** Internal team executing the launch (engineering, copy, design, eblast operations)

---

## Table of Contents

1. [Overview & Strategic Context](#1-overview--strategic-context)
2. [The Pricing Architecture](#2-the-pricing-architecture)
3. [Brand Framing — AI & Human Roles](#3-brand-framing--ai--human-roles)
4. [Tripwire Catalog](#4-tripwire-catalog)
5. [Service Packages (18 SKUs)](#5-service-packages-18-skus)
6. [Goal Bundles](#6-goal-bundles)
7. [Eblast Series](#7-eblast-series)
8. [Website Page Structure](#8-website-page-structure)
9. [Implementation Notes](#9-implementation-notes)
10. [Success Metrics](#10-success-metrics)
11. [Out of Scope](#11-out-of-scope)

---

## 1. Overview & Strategic Context

### Problem

BT Web Group has spent the past 6 months selling free website assessments and converting those calls into custom monthly proposals ($1,500–$2,500/mo). Call quality has been excellent. Conversion has been zero. The dominant objection is price — interested prospects consistently report a starting budget around **$500**.

The cost basis that supported the $1,500–$2,500 quotes was a human-heavy delivery model. With offshore execution + AI tools handling repetitive work (research, drafts, audits, options exploration), BT Web Group can now deliver comparable work at substantially lower hours — enabling fixed packages starting at $247 with healthy margin.

### Opportunity

A warm prospect list exists (people who took the free assessment, liked the conversation, declined on price). They are revisitable through email and convertible if the offer is restructured to fit their budget AND reflects what's actually changed in delivery economics.

### Goals

1. **Convert warm prospects into paid customers** — even at low ticket sizes — to break the zero-conversion drought and build the customer base.
2. **Establish a transparent, browsable package catalog** on btwebgroup.com that replaces custom quoting for everything below the enterprise tier.
3. **Build an upsell ladder** so that low-ticket entries become higher-ticket monthly customers over 60–90 days.
4. **Market AI as a productivity multiplier for our team, not as a replacement for it** — preserving the trust and expertise positioning that 20 years of local marketing has earned.

### Non-Goals

- Replacing the free website assessment (it stays — it now feeds into the package catalog instead of into custom quotes).
- Onboarding net-new cold traffic. This launch targets warm prospects; cold acquisition is a later phase.
- Rebuilding btwebgroup.com from scratch. New pages are added under `/packages`; the rest of the site is untouched.

---

## 2. The Pricing Architecture

### The Ladder

| Tier | Price | Purpose | Conversion job |
|---|---|---|---|
| **Tripwire** | $197–$297 | One undeniable offer to convert cold eblast list → paid customer fast | Get to "yes" on the first email |
| **Starter** | $497/mo (or one-time) | Single-channel package. Customer picks the lane they care about. | Get them to a real monthly engagement |
| **Growth** | $997/mo | Same channel, expanded scope + AI personalization + strategy call | The "real" mid-tier — most prospects end here |
| **Pro** | $1,997/mo | Premium tier. Anchors everything above. | Whales + BT Web Group's old $1,500–$2,500 customer profile |

**Rationale:**
- $247 → $497 is a 2x step (easy yes once they're a customer).
- $497 → $997 is a 2x step (predictable next ladder).
- $997 → $1,997 is BT Web Group's *original* price point — but now backed by case study + relationship from prior tiers.

### The Catalog Shape

- **3 Launch Tripwires** + **7-item rotation pool** for future eblasts
- **6 Service Lines × 3 Tiers** = **18 service SKUs**
  - Email Marketing, Social Media, PPC, SEO, Marketing Website, Graphics & Brand
- **4 Goal Bundles** (combine 2-3 services at ~20% discount, with proportional signup bonuses)
  - Lead Engine — for trades, lawyers, B2B
  - Brand Builder — for restaurants, retail, salons
  - Upsell Engine — for businesses with existing customer lists
  - Full Spectrum — for established multi-channel investment

**Anchoring trick:** Every package page shows the Pro price first (struck through with "what we used to charge"), then the actual tier price below. Combined with the AI story, the lower price feels like a *deal*, not a cheapening of the brand.

---

## 3. Brand Framing — AI & Human Roles

### The Brand Line

> ### **20 Years of Marketing Expertise. Now Faster Than Ever.**
> *Our team owns your strategy, your brand voice, and every decision that gets in front of your customers. AI quietly handles the repetitive work in the background — so our specialists spend their hours on what actually moves your numbers.*

### The 5 Trust Pillars

Use these on every package page, every eblast, and the root `/packages` page.

1. **Real Specialists, Real Decisions**
   *"Every campaign, every page, every ad is strategized and approved by our Lexington-based team. Nothing leaves our office without a human signature on it."*

2. **AI Where It Belongs — In the Background**
   *"We use AI for the mundane: drafting first passes, running audits, generating options. We don't use it for the work that matters — that's our team's job."*

3. **You Get the Savings**
   *"Because the busywork takes 70% less time, our specialists can do more for your dollar. That's why a strategy that used to cost $2,000 now costs $497."*

4. **20+ Years in Lexington**
   *"AI is new. Our expertise isn't. We've been growing local businesses since before social media existed."*

5. **No Lock-In. Ever.**
   *"Cancel any month, no penalties, no questions. Within 5 business days we export everything to you — contacts, campaigns, ads, designs, content, dashboards. No hidden fees, no cancellation gymnastics. Your business is yours."*

### Copy Rules — AI/Human Framing

**Do:**
- Lead with what the team does (strategic, expert, decision-making)
- Frame AI as a tool that compresses mundane work (research, drafts, audits, options)
- Tie back to a tangible customer benefit (more for less, faster turnaround, lower price)
- Reference 20 years of expertise and Lexington roots

**Don't:**
- Name specific AI tools (ChatGPT, Claude, Midjourney, etc.) on customer-facing copy
- Make AI the lead subject of any sentence describing deliverables
- Use phrases that imply AI does the strategic work
- Say "AI-powered" without immediately following it with the human-owned role

### Per-Service AI Angle Paragraphs (canonical copy)

**Email Marketing:** Our email specialists own the strategy: who to send to, when, and what will move your revenue. They write the angle, choose the audience, and approve every send. AI just speeds up the busywork — generating subject line variants and prepping personalization — so our team can focus on conversions.

**Social Media:** Our social strategists own your brand voice and content calendar. They decide what gets posted, when, and why. AI helps them explore more caption directions and visual concepts faster, so they spend their hours on judgment and brand fit — not staring at a blank canvas.

**PPC:** Our certified Google Ads and Meta specialists run your campaigns. Every keyword, every bid, every conversion decision is theirs. AI just handles what used to be days of keyword permutation and ad copy iteration — leaving the strategist time for what actually drives your cost per lead.

**SEO:** Our SEO team owns rankings, content quality, and the technical decisions that win in search. AI just accelerates the slow parts — site audits, keyword research, content first drafts — so our team spends their time on optimization, link strategy, and the AEO/GEO work that gets you cited by ChatGPT, Gemini, and Perplexity.

**Marketing Website:** Our designers, copywriters, and developers build your site. Every layout decision, every line of code, every conversion choice is human. AI helps with concept exploration and first drafts, so the team spends their hours on craft — which is why our sites compete with $15K agency builds.

**Graphics & Brand:** Our designers shape your brand: color, type, logo, voice. AI gives them more directions to explore in less time, so the team spends their hours refining the right one — not warming up. Brand work that used to take 3 weeks ships in 7 days, with the polish of a studio job.

---

## 4. Tripwire Catalog

### Concept

Tripwires are single, fixed-deliverable offers priced $197–$297 designed to:

1. **Convert cold eblast contacts** to paid customers on the first send (low risk, low price, real value).
2. **Demo the team's capability** on a specific service line — building trust for an upsell to that service's Starter package.
3. **Self-select prospects** by service interest (PPC tripwire buyers want PPC, etc.) — the offshore + AI delivery cost (~$50/tripwire) keeps margin healthy even before upsells.

### Value Framing on Every Tripwire Page/Email

> *"Comparable agency work: ~$1,400. Your price now: $247. Our team does the work. AI just removes the parts that used to eat their time — research, drafts, repetition. So they can deliver real work at a price that used to be impossible."*

### Launch Tripwires (3 — used in initial eblast series)

| # | Tripwire | Price | What we deliver | Upsells to |
|---|---|---|---|---|
| 1 | **5,000-Contact Email Blast** | $247 | 1 AI-drafted, team-edited email (subject + body, A/B subject test). Send to prospect's existing list up to 5K contacts. Full delivery + open/click report. **Prospect provides the list.** Delivered in 5 business days. | Email Marketing Starter ($497/mo) |
| 2 | **AI SEO Audit + 5-Page Fix Pack** | $297 | Full site SEO audit. AEO/GEO analysis (ChatGPT, Gemini, Perplexity visibility). **Actual fixes applied** to meta titles, descriptions, headings, alt text, and schema on up to 5 pages — not just a recommendations list. | SEO Basic ($497/mo) |
| 3 | **AI Landing Page Mockup** | $247 | 1 high-conversion landing page mockup (home or service page). AI-drafted copy, team-refined. AI-generated or curated imagery. Mobile + desktop preview. Delivered as Figma + PDF. (Not coded — coding is the upsell.) | 5-Page Website Build ($1,997 one-time) |

### Rotation Pool (used in eblasts 2+, future campaigns)

| # | Future Tripwire | Price | Upsells to |
|---|---|---|---|
| 4 | **20-Post Social Content Drop** (FB + IG, ready to publish) | $247 | Social Starter |
| 5 | **PPC Campaign Game Plan** (launch-ready Google Ads plan) | $247 | PPC Starter |
| 6 | **Google Business Profile Tune-Up** (categories, photos, 4 posts, Q&A) | $197 | SEO Basic |
| 7 | **Local Citation Pack** (10 high-authority directory submissions) | $197 | SEO Basic |
| 8 | **AI-Written SEO Blog Article** (1,500 words + on-page optimized) | $197 | SEO Basic |
| 9 | **Brand Identity Concept** (logo concept + brand guide + color + fonts + homepage hi-fi mockup) | $297 | Brand Kit / Website Build |
| 10 | **5-Page Copy Refresh** (high-conversion + fact-checked copywriting for up to 5 site pages + meta titles & descriptions) | $247 | Website Build |

### Tripwire Delivery Standard

- **Hard 5-business-day deadline** from purchase to delivery
- Day 1: Purchase + intake form auto-sent
- Day 2: 15-min kickoff call (scheduled via Calendly)
- Day 3-4: Production by offshore + AI-assisted, US team review/approval
- Day 5: Delivery + report

### Tripwire Refund Policy

- Money-back guarantee if BT Web Group misses the 5-business-day delivery window for any reason on its side
- No refund after delivery (real work shipped)
- Refund language sits on every tripwire page

---

## 5. Service Packages (18 SKUs)

### 5.1 — Email Marketing

| | **Starter** | **Growth** | **Pro** |
|---|---|---|---|
| **Price** | $497/mo | $997/mo | $1,997/mo |
| **Send volume** | Up to 3,000/mo | Up to 5,000/mo | Up to 25,000/mo |
| **Campaigns** | 1 campaign/mo | 2 campaigns/mo | 4 campaigns/mo |
| **List segmentation** | 1 list | 3 segments | Unlimited segments |
| **AI personalization** | Subject + greeting | Subject + body intro + offer | Full dynamic body content |
| **A/B testing** | – | Subject line A/B | Subject + body + send-time A/B |
| **Automation flows** | – | – | 3 flows (welcome, cart, win-back) |
| **Reporting** | Open/click | + Conversion + ROI | + Cohort + revenue attribution |
| **Strategy call** | Email support | 30-min monthly | 60-min bi-weekly |
| **Best for** | Restaurants, retail (small list) | Local services (growing list) | E-com, multi-location, B2B funnel |
| **Bridges from tripwire** | "5K Email Blast" buyers | Starter graduates @ 60d | Growth graduates @ 90d |

### 5.2 — Social Media Marketing

| | **Starter** | **Growth** | **Pro** |
|---|---|---|---|
| **Price** | $497/mo | $997/mo | $1,997/mo |
| **Posts/month** | 10 | 15 | 20 |
| **Platforms** | FB + IG + GBP (3) | FB + IG + GBP + X (4) | All 4 + LinkedIn (5) |
| **Visuals** | AI-generated or stock | AI + 2 custom graphics/mo | AI + 5 custom graphics + branded templates |
| **Short videos / reels** | – | 2 reels/mo | 4 reels + 1 long-form/mo |
| **Hashtag research** | Yes | Yes + competitor monitoring | Yes + trending tracker |
| **Community mgmt** | – | Reply to comments (M-F) | Reply to comments + DMs (7 days) |
| **Content calendar** | Monthly delivered | Monthly + approval workflow | Monthly + on-the-fly trends |
| **Reporting** | Monthly engagement | + Reach growth + post analysis | + Competitor benchmark |
| **Best for** | Solo operators, local retail | Restaurants, salons, gyms | Multi-location, brands, e-com |
| **Bridges from tripwire** | "20-Post Content Drop" buyers | Starter graduates | Growth graduates |

### 5.3 — PPC (Pay-Per-Click)

*All PPC tiers are management fees only. Ad spend is paid separately by client directly to Google/Meta. Recommended minimum ad spend: $500/mo (Starter), $1,000/mo (Growth), $2,000/mo (Pro).*

| | **Starter** | **Growth** | **Pro** |
|---|---|---|---|
| **Mgmt fee** | $497/mo | $997/mo | $1,997/mo |
| **Campaigns** | 1 Google Ads | 2 campaigns (Google + Meta, or 2x Google) | 3 campaigns (Google + Meta + Retargeting/YouTube) |
| **Ad copy variants** | 3 ads/campaign | 5 ads + A/B testing | 10 ads + multivariate testing |
| **Audience targeting** | Keyword + geo | + Demographics + interests + custom audiences | + Lookalikes + behavioral + custom intent |
| **Bid strategy** | AI-recommended manual | AI smart bidding | AI smart bidding + portfolio strategy |
| **Conversion tracking** | Basic | Full funnel + call tracking | Full funnel + offline conversion import |
| **Landing page review** | – | 1 LP recommendations | 1 LP + 1 CRO test/quarter |
| **Optimization cadence** | Weekly | 2x/week | Daily |
| **Reporting** | Monthly | Bi-weekly + dashboard | Weekly + live dashboard |
| **Strategy call** | Email support | 30-min monthly | 60-min bi-weekly |
| **Best for** | Trades, single-service biz | Multi-service local biz | Multi-location, e-com, lead-driven B2B |
| **Bridges from tripwire** | "PPC Game Plan" buyers | Starter graduates | Growth graduates |

### 5.4 — SEO

| | **Basic** | **Intermediate** | **Advanced** |
|---|---|---|---|
| **Price** | $497/mo | $997/mo | $1,997/mo |
| **SEO cleanup** | Up to 10 pages | Up to 25 pages | Full site |
| **AEO/GEO optimization** | Foundational | Advanced schema + entity mapping | Entity + topical authority build |
| **Blog / SEO pages** | 1 page/mo | 2 pages/mo | 4 pages/mo |
| **Content depth** | 800-1,200 words | 1,200-1,800 words + images | 1,500-2,500 words + custom graphics |
| **On-page optimization** | Meta + titles + headings | + Internal linking + schema | + Topical clusters + advanced schema |
| **Existing page rewrites** | – | – | 2 pages/mo rewritten |
| **GBP optimization** | One-time setup | Monthly posts (2) + Q&A | Weekly posts (4) + reviews mgmt |
| **Citations / directories** | – | 2 high-authority/mo | 5 high-authority/mo |
| **Backlink outreach** | – | 2 backlinks/mo | 5 backlinks/mo |
| **Reporting** | Rankings + traffic | + Conversions + competitor gap | + AI search visibility + share of voice |
| **Best for** | New sites, small local biz | Established local biz | Competitive markets, multi-location |
| **Bridges from tripwire** | "AI SEO Audit + Fix" buyers | Basic graduates | Intermediate graduates |

### 5.5 — Marketing Website (one-time)

| | **Refresh** | **5-Page Build** | **10-Page Build** |
|---|---|---|---|
| **Price** | $497 one-time | $1,997 one-time | $3,497 one-time |
| **Scope** | Refresh up to 3 existing pages | New 5-page website | New 10-page website |
| **Pages** | 3 page rewrites + redesign tweaks | Home + About + Services + Contact + 1 custom | Home + About + Services (3) + Team + Contact + Blog + 3 custom |
| **AI-written copy** | Yes, team-edited | Yes (fact-checked + brand voice) | Yes (fact-checked + brand voice + tone alignment) |
| **Imagery** | Use existing or stock | AI-generated + stock | AI-generated + curated + 5 custom |
| **Mobile responsive** | Yes | Yes | Yes |
| **Speed optimization** | Basic | Yes | Yes + advanced caching |
| **SEO foundation** | Meta + titles | + Schema + sitemap + on-page | + Schema + topical clusters + LP CRO |
| **Forms** | Existing forms only | 2 forms (contact + lead) | 4 forms + lead routing |
| **CMS / editing** | Hand-off | WordPress + training video | WordPress + training video + 1-hr call |
| **Revisions** | 1 round | 2 rounds | 3 rounds |
| **Timeline** | 7 business days | 14-21 days | 21-30 days |
| **Best for** | Outdated site, light refresh | Solo / small biz, new brand | Established biz, service-heavy biz |

*Custom (15+ pages, e-com, web apps): starts at $4,997 — call for quote. Listed as "Enterprise / Custom" on the site.*

### 5.6 — Graphics & Brand Design (one-time)

| | **Brand Basics** | **Brand Kit** | **Brand Identity Pro** |
|---|---|---|---|
| **Price** | $497 one-time | $997 one-time | $1,997 one-time |
| **Logo** | 3 concepts → 1 final | 4 concepts → 1 final + 3 file formats | 5 concepts → 1 final + animated + 5 file formats |
| **Color palette** | Primary + 2 accents | Full palette (primary + secondary + neutrals) | Full palette + usage rules |
| **Typography** | 2 fonts (heading + body) | 3 fonts + sizing scale | 4 fonts + complete type system |
| **Brand guide** | 1-page mini guide | 8-page brand guide | 16-page guide + tone & voice section |
| **Stationery** | – | Business card + email signature | Business card + letterhead + email signature + envelope |
| **Social templates** | – | 3 post templates | 6 post templates + 2 story templates |
| **Print collateral** | – | – | 1 brochure (tri-fold) OR 5 ad creatives |
| **Marketing add-ons** | – | – | 10 social banners + 5 ad creatives |
| **Revisions** | 2 rounds | 3 rounds | Unlimited within scope |
| **Timeline** | 5-7 days | 10-14 days | 14-21 days |
| **Best for** | New biz on a budget | Re-brand or polish-up | Full brand launch / re-launch |
| **Bridges from tripwire** | "Brand Identity Concept" tripwire converts directly to Brand Kit |

---

## 6. Goal Bundles

### Pricing Principle

Bundle price = sum of components − 20%. Signup bonus value ≈ 10% of monthly bundle price (sustainable, credible, not desperate). Bonus is delivery-light — strategy reviews, mini-guides, template packs, mostly the team's time + AI assistance.

### Bundle 1 — Lead Engine 🎯

**For:** Trades (HVAC, plumbers, roofers, electricians), law firms, accountants, real estate, B2B service businesses. Anyone whose business runs on inbound leads.

**Components:** PPC Starter + SEO Basic + Email Starter

| | Standalone | Bundle |
|---|---|---|
| **Total** | $1,491/mo | **$1,197/mo** |
| **You save** | — | **$294/mo ($3,528/yr)** |

**🎁 Free signup bonus (worth $147):** 30-Day Lead Performance Review — after first 30 days, custom benchmark report with competitor comparisons + next-month recommendations.

**Pitch:** *"Three channels, one team, one bill — built to put your phone back on the hook."*

### Bundle 2 — Brand Builder 🌟

**For:** Restaurants, retail boutiques, salons, gyms, event venues. Walk-in or repeat-consumer businesses where presence and recognition drive revenue.

**Components:** Social Starter + Email Starter

| | Standalone | Bundle |
|---|---|---|
| **Total** | $994/mo | **$797/mo** |
| **You save** | — | **$197/mo ($2,364/yr)** |

**🎁 Free signup bonus (worth $97):** Brand Voice Mini-Guide — 1-page guide capturing tone, do/don't language, voice examples. Used by every email, post, and ad we produce.

**Pitch:** *"Look the part, show up everywhere your customers are, and stay top of mind."*

### Bundle 3 — Upsell Engine 🔁

**For:** Businesses with an existing customer list/database. Restaurants with email lists, dentists with patient databases, contractors with past-client files, e-commerce, SaaS.

**Components:** Email Starter + SEO Basic

| | Standalone | Bundle |
|---|---|---|
| **Total** | $994/mo | **$797/mo** |
| **You save** | — | **$197/mo ($2,364/yr)** |

**🎁 Free signup bonus (worth $97):** Customer Win-Back Email Pack — 3 customized win-back emails written to the existing customer list (one-time send, included in first month's volume).

**Pitch:** *"Your next sale is hiding in your existing customer list. We'll find it."*

### Bundle 4 — Full Spectrum 💼

**For:** Established businesses ready to invest across all channels at Growth tier. The old $1,500–$2,500/mo customer — now getting four channels for one bill.

**Components:** PPC Growth + SEO Intermediate + Email Growth + Social Growth

| | Standalone | Bundle |
|---|---|---|
| **Total** | $3,988/mo | **$2,997/mo** |
| **You save** | — | **$991/mo ($11,892/yr)** |

**🎁 Free signup bonus (worth $297):** Brand Identity Concept — logo concept (3 variations) + 1-page brand guide + color + fonts + homepage hi-fi mockup. Sets the visual foundation for everything across the four channels.

**Structural perks (tier-included, not "bonuses"):** Dedicated account manager · Quarterly strategy sessions · Priority 24-hour response.

**Pitch:** *"Every channel covered. One team. One number. One business growing on every front."*

### Bundle Upsell Logic

```
Tripwire ($247)
   ├─► Single Starter ($497/mo)
   └─► Starter Bundle ($797–$1,197/mo) ◄── shown side-by-side with single
            │
   Single Growth ($997/mo) ◄┤
            │
            └─► Full Spectrum Bundle ($2,997/mo) ◄── shown side-by-side with Growth
                     │
                     └─► Custom enterprise (call us)
```

**On every Starter package page:** sticky widget — *"Save $200/mo: add 2 more services as the [Lead Engine / Brand Builder / Upsell Engine] Bundle"* with 1-click upgrade.

**On every Growth package page:** same widget points to Full Spectrum.

### Cancellation / Data Export Policy

Canonical language for the package page + pricing FAQ:

> **What happens if I want to cancel?**
> *Reply to your account manager, or click "Cancel" in your dashboard. We close your subscription at the end of your current billing month — no penalties, no notice period, no hidden fees. Within 5 business days, we deliver a complete export package: your contact lists, all written content, ad creatives, design files, performance reports, and a handoff document for whoever takes over next. Your business is yours. We're just the team that helped you grow it.*

---

## 7. Eblast Series

### Strategy

- **Audience:** Warm prospect list from the past 6 months of free assessments
- **Cadence:** 4 emails, one per week, Tuesdays at 10:00am ET
- **Voice:** Conversational, honest, specific. Not promotional — these are people who've already met BT Web Group; write like a follow-up
- **Goal per email:** One clear ask, one primary CTA
- **From:** Sanket Lakhani (personal, reply-able) — not a no-reply marketing inbox

### Eblast 1 — "Our pricing changed. Here's why."

**Send: Day 1, Tuesday 10am ET**

**Subject A/B:**
- A: `Our pricing changed since we talked`
- B: `Quick follow-up — about that quote`
- C: `Lexington update: new package pricing`

**Preheader:** `AI cut our delivery hours. We passed it to you.`

**Body:**

> Hi [First Name] —
>
> Quick note from our team in Lexington.
>
> When we talked a few months back about your [website / SEO / marketing], the package I quoted was probably $1,500–$2,500/month. I get it — that was the right number for the work, but the wrong number for your budget. A lot of you said the same thing.
>
> Here's what changed on our end since then: our team now uses AI tools to handle the mundane work — the research, the first drafts, the audit grinding — that used to eat 70% of our hours. Our specialists still own every decision and approval, but they're doing it 4x faster.
>
> So we did the math and rebuilt our entire pricing model. Real packages. Real prices. **Starting at $247.**
>
> Three starter projects you can try for less than the cost of a dinner-for-two:
>
> **🔹 5,000-Contact Email Blast — $247**
> *We send 5,000 emails to your list with AI-written, team-approved copy.*
>
> **🔹 AI SEO Audit + 5-Page Fix Pack — $297**
> *We audit your site, then actually fix 5 pages. Not just hand you a PDF.*
>
> **🔹 AI Landing Page Mockup — $247**
> *We design a high-conversion landing page in 5 business days. Yours to keep.*
>
> Cancel anytime. No contracts. Data is yours either way.
>
> **[See all three →]**
>
> Talk soon,
> Sanket
> BT Web Group · Lexington, KY · 20 years of doing this
>
> P.S. If $247 still feels like too much, hit reply — we'll find a way that works for you.

**CTA destination:** `/packages`
**Goal:** Click-through (not direct purchase). Plant the seed that pricing is different now.

### Eblast 2 — "Can ChatGPT find your business?"

**Send: Day 8, Tuesday 10am ET**

**Subject A/B:**
- A: `Can ChatGPT find your business?`
- B: `Most Lexington businesses are invisible to AI search`
- C: `Quick test: ask ChatGPT about your company`

**Preheader:** `We fix it for $297. Real work, real fix.`

**Body:**

> Hi [First Name] —
>
> Try this right now. Open ChatGPT or Google's AI Overview and type:
> **"Best [your business type] in Lexington Kentucky"**
>
> Did you show up?
>
> If yes — good. If no — you're not alone. Most local businesses are invisible to AI search engines right now because their sites weren't built for how ChatGPT, Gemini, and Perplexity actually read web pages.
>
> This is the new SEO. We call it AEO/GEO — and 6 months from now it'll be table-stakes. Today, it's still a head start.
>
> **Here's what $297 gets you:**
>
> ✅ Our SEO specialists audit your full site (AI does the busywork — finding issues, comparing competitors — our team interprets and decides)
> ✅ A clear list of what's blocking your AI search visibility
> ✅ **We actually fix 5 pages** — meta titles, descriptions, headings, alt text, schema. Most agencies hand you a list. We hand you a fixed site.
> ✅ Delivered in 5 business days
>
> Comparable agency work elsewhere: $1,400+.
> Your price today: **$297.** One-time. No subscription.
>
> **[Get my AI SEO Audit + Fix Pack →]**
>
> — Sanket
> BT Web Group · Lexington, KY
>
> P.S. The audit usually surfaces 3-5 problems most small business owners had no idea were there. Worth it just for that.

**CTA destination:** `/packages/ai-seo-audit-fix`
**Goal:** Direct purchase.

### Eblast 3 — "5,000 emails. We send. You watch results come in."

**Send: Day 15, Tuesday 10am ET**

**Subject A/B:**
- A: `5,000 emails sent for $247`
- B: `You have a customer list. We have an offer.`
- C: `Need a sale this month? Here's the fastest way.`

**Preheader:** `5 business days from "yes" to inbox.`

**Body:**

> Hi [First Name] —
>
> Got a slow month coming? Empty calendar? Lapsed customers you haven't talked to in a year?
>
> Email is still the fastest way to drive immediate revenue. The problem is **writing the email, building the list, and running the send** is a 2-week project that most local business owners don't have time for.
>
> Our team can do all three for you in **5 business days** — for **$247**.
>
> **Here's exactly what you get:**
>
> ✅ Our copywriters write your email — sale, announcement, win-back, whatever you need
> ✅ AI handles the variant testing, our team picks the winner
> ✅ We send to **up to 5,000 contacts** on your list
> ✅ Full delivery report — opens, clicks, replies — within 48 hours
> ✅ One-time. No subscription. No contract.
>
> Comparable agency work elsewhere: $1,200–$1,800.
> Your price: **$247.**
>
> **[Send my 5,000 emails →]**
>
> — Sanket
> BT Web Group · Lexington, KY
>
> P.S. We only have 10 fulfillment slots open in [Month] — first-come-first-served because the delivery window is tight.

**CTA destination:** `/packages/5k-email-blast`
**Goal:** Direct purchase. Scarcity is honest — offshore capacity has real weekly limits.

### Eblast 4 — "If $247 still feels risky, read this."

**Send: Day 22, Tuesday 10am ET**

**Subject A/B:**
- A: `If $247 still feels risky, read this`
- B: `Why we don't lock customers in (and why that matters)`
- C: `Last call: 8 new client spots for [Month]`

**Preheader:** `Cancel any time. Your data, your business.`

**Body:**

> Hi [First Name] —
>
> If you've been thinking about replying to one of the last three emails but haven't, my guess is this:
>
> *You've been burned by an agency before. You don't want a contract. You don't want to hand over your data and never see it again. You don't want to be locked in.*
>
> Fair.
>
> Here's how we're different:
>
> **🔹 No contracts.** Pay month-to-month, cancel any month, no penalty.
> **🔹 No data hostage.** When you leave, we export your contacts, content, ads, designs, and reports within 5 business days. To you. Not to us.
> **🔹 No setup fees, no cancellation fees.** Ever.
> **🔹 Real team in Lexington.** Talk to a human, not a ticket queue.
>
> If you're ready for more than a one-time tripwire, here's the multi-channel play most prospects pick:
>
> ### **Lead Engine Bundle — $1,197/mo**
> *PPC + SEO + Email — three channels, one team, one bill. Save $294/mo vs. buying separately.*
>
> Or any of the three starter projects from earlier emails. Or none of them — just reply and tell me what would actually help your business right now.
>
> We're closing **8 new client spots for [Month]**. First-reply-first-served.
>
> **[See all packages →]**   **[Book a 15-min call →]**
>
> — Sanket
> BT Web Group · Lexington, KY · 20 years of doing this
>
> P.S. If you only do one thing: hit reply with the question, "what would you do for my business with $247?" — and we'll send a custom answer within 24 hours. Not a quote. An actual plan.

**CTA destination:** `/packages` + `/contact`
**Goal:** Convert holdouts. Catch the high-intent prospects who needed reassurance, not a discount.

### Eblast Tactical Standards

| Element | Spec |
|---|---|
| **From name** | `Sanket Lakhani` (personal) |
| **From email** | `sanket@btwebgroup.com` (reply-able, not noreply@) |
| **Send day/time** | Tuesday 10:00am ET |
| **Mobile width** | 600px max, single column |
| **Body length** | 150–250 words per email; one clear CTA |
| **Primary CTA button** | Brand color, ~44px tall, one per email |
| **Tracking** | UTM tags per email (`utm_campaign=2026-06-relaunch&utm_content=email1`); UTMs preserved into Stripe checkout |
| **List hygiene** | Suppress bounces after each send; remove unsubscribes immediately |

### Eblast Success Targets

- Open rate: 25%+ (warm prospects)
- Click rate: 3-5%
- Reply rate: 1-2% (replies are gold — they're hand-raisers)
- Purchase rate: 0.5-2% on tripwires

### Post-Series Handoff

- **Opened but didn't buy:** drop into slower nurture sequence (1 email/month)
- **Clicked but didn't buy:** personal outreach from Sanket, not automated
- **Bought a tripwire:** starts the upsell sequence (next-tier offer 14 days after delivery)

---

## 8. Website Page Structure

### 8.1 — URL Map

```
/packages                                   ← root, with filter
/packages/email-marketing                   ← service hub (3 tiers stacked)
/packages/social-media
/packages/ppc
/packages/seo
/packages/websites
/packages/graphics-brand
/packages/lead-engine-bundle                ← bundle pages
/packages/brand-builder-bundle
/packages/upsell-engine-bundle
/packages/full-spectrum-bundle
/packages/5k-email-blast                    ← tripwire pages
/packages/ai-seo-audit-fix
/packages/ai-landing-page-mockup
/packages/[future-tripwires]                ← rotation pool, added as needed
```

**Decision: no separate page per service tier.** Tiers live as a comparison block on each service hub. Rationale: less SEO dilution, less maintenance, easier to update tier specs in one place, and side-by-side comparison is exactly how customers shop tier choices.

### 8.2 — Root `/packages` Page (the catalog)

**Purpose:** Let any visitor — eblast-linked or cold — pick the right package in under 30 seconds.

**Sections, top to bottom:**

1. **Hero**
   - Headline: **"Real Marketing Packages. Real Prices. Starting at $247."**
   - Sub: *"20 years of marketing expertise — now faster, sharper, and 60% more affordable thanks to the right AI tools running quietly in the background."*
   - Pillar badges visible: **"No Lock-In Ever"** · **"Cancel Anytime"**
   - CTAs: `[See all packages ↓]` and `[Book a 15-min call →]`

2. **Filter bar (sticky on scroll)**
   - **By Goal:** Lead Generation | Brand Awareness | Existing Customer Upsell | All
   - **By Budget:** Under $300 | $300–$1,000/mo | $1,000–$2,000/mo | $2,000+
   - **By Service:** Email | Social | PPC | SEO | Websites | Graphics
   - Filters stack, persist in URL params (`?goal=lead-gen&budget=under-300`) so eblast links pre-filter

3. **Featured row — "Start small, scale up"**
   3 tripwire cards. Each: image, name, price, 1-line value, `[Buy now $247]` CTA. Horizontal scroll on mobile.

4. **Bundles row — "Save with multi-channel"**
   4 bundle cards. Each: vertical emoji + name, savings line, `[See bundle →]` CTA.

5. **Service catalog — 6 cards**
   One per service line. Each: service name, AI-angle blurb (from §3), "From $497/mo", `[See tiers →]` CTA.

6. **Trust strip — the 5 pillars** (horizontal mini-cards)

7. **Social proof** — 2-3 testimonials, local client logos, "We've helped [X] local businesses since [year]"

8. **FAQ accordion** — 6 most relevant questions from canonical FAQ (§8.7)

9. **Footer CTA** — *"Still not sure? Book a free 15-minute call. We'll tell you which package fits — even if it's the cheapest one."* `[Book a call →]`

### 8.3 — Service Hub Page (e.g., `/packages/email-marketing`)

Six of these — one per service line.

1. **Hero** — service name + AI angle paragraph (from §3) + best-for verticals + sub-CTA to relevant tripwire
2. **Three-tier comparison table** — Starter/Growth/Pro from §5, side-by-side, with `[Get Started]` per column
3. **"How AI helps — and where it doesn't"** — two-column reinforcement of the human/AI framing
4. **Tripwire cross-sell (down-sell)** — *"Not ready for monthly? Try the [tripwire] for $247 first."*
5. **Bundle cross-sell (up-sell)** — *"Most [vertical] customers pair this with [bundle name] — save $XXX/mo."*
6. **Service-specific FAQ** (3-5 questions)
7. **Sticky bottom CTA (mobile)** — selected tier price + `[Get Started]`

### 8.4 — Bundle Page (e.g., `/packages/lead-engine-bundle`)

Four of these.

1. **Hero** — vertical fit, pitch line, bundle price, savings highlight, `[Start Bundle]`
2. **What's inside** — 3 mini-cards (one per included service), link to each service hub
3. **The math** — standalone vs. bundle savings table (from §6)
4. **Free signup bonus** — highlighted box, bonus name + value + delivery timing
5. **Why this bundle for [vertical]** — 2-3 paragraphs, specific scenarios
6. **Compare bundles** — small table comparing all 4 bundles, current one highlighted
7. **FAQ** (3-5 bundle-specific questions, especially cancellation)
8. **CTA + No Lock-In reminder**

### 8.5 — Tripwire Page (e.g., `/packages/5k-email-blast`)

Conversion engines. Sharpest pages — single goal, no distraction.

1. **Hero (full-screen)** — bold deliverable, value comparison, single `[Buy Now]` CTA, trust mini-strip
2. **Exactly what you get** — 5 specific bullets (numbers, not adjectives)
3. **Timeline (visual)** — Day 1 / Day 2 / Day 3-4 / Day 5
4. **"What this is NOT"** — honest section to reduce refund/complaint risk
5. **After-purchase upsell hook** — *"If this works, next step is [Starter at $497/mo]. We'll talk about it after your first send."*
6. **FAQ + No Lock-In** (yes, even on one-time — "what if it doesn't deliver" is on their mind)
7. **Single CTA again at bottom**

### 8.6 — Global Elements (every package page)

**Sticky top trust bar (mobile + desktop):**
> `🟢 No contracts · Cancel anytime · Your data is yours · Lexington team · 20+ years`

**Sticky bottom CTA (mobile):**
Selected package price + `[Get Started]` — always thumb-reachable.

**Live chat / scheduling widget:**
Bottom-right. Calendly link to 15-min call. Critical for high-ticket bundle conversions.

### 8.7 — Canonical FAQ (use 3-6 per page)

1. **Can I cancel anytime?** *(yes — see §6 language)*
2. **What if I want my data back?** *(full export within 5 business days; itemized list)*
3. **Are there setup fees? Hidden charges?** *(no — the price is the price)*
4. **Do I sign a contract?** *(no — month to month for recurring, one-time for tripwires)*
5. **How are you so much cheaper than other Lexington agencies?** *(honest AI story — team works 4x faster on the mundane, prices reflect that)*
6. **Who actually does the work — your team or AI?** *(team owns every decision; AI handles drafts and busywork)*
7. **How fast do I see results?** *(tripwire = 5 days; Starter = 30-60 days for momentum; Growth = 90 days for traction)*
8. **What if I'm unhappy with a deliverable?** *(revisions included in every tier; money-back on tripwire if not delivered)*
9. **Can I combine packages into a custom mix?** *(yes — see the bundles, or call us for a custom quote)*
10. **Do you work with businesses outside Lexington?** *(yes — clients across the US, but we're proudly local)*

---

## 9. Implementation Notes

### Tech Stack
- Pages built on the existing btwebgroup.com platform (assumed WordPress); reuse current theme system where possible.
- One template per page-type: service hub, bundle page, tripwire page. All content fields editable via CMS — no developer needed to change a deliverable count, price, or FAQ.

### Checkout
- **Tripwires (one-time):** Stripe Checkout. Single-page payment flow. Confirmation email triggers intake form auto-send.
- **Monthly subscriptions (Starter / Growth / Pro / Bundles):** Stripe Billing or existing subscription system. Month-to-month billing only — no annual plans.
- **Cancellation:** self-serve cancel button in customer dashboard. Cancels at end of current billing period. Triggers data-export workflow automatically.

### Analytics & Tracking
- Conversion event on every CTA click → GA4 + Facebook Pixel + Google Ads conversion API
- UTM parameters carried from eblast → page → Stripe → CRM
- Eblast → purchase attribution via UTM stamp on the Stripe customer record

### Page Performance
- Mobile load < 2s on 4G
- Images lazy-loaded below fold; AVIF/WebP where supported
- Sticky elements don't block first paint

### SEO / Schema
- `Service` + `Offer` + `AggregateRating` schema on every package page (practice the SEO product on the company's own site)
- AEO/GEO foundations on every page (entity tagging, FAQ schema)
- Each service hub targets a primary keyword (e.g., `/packages/email-marketing` targets "email marketing services Lexington KY")

### Eblast Operations
- Send platform: existing tool (Mailchimp / SendGrid / current vendor)
- Suppression list updated after each send
- A/B subject line testing on each send — pick winner, send to remainder of list
- Reply monitoring — replies routed to Sanket personally for personal follow-up

### Content Operations
- All package deliverables tracked in a shared production sheet (one row per active customer-package combination)
- Offshore production team operates from playbooks per service line — playbooks include AI tools used and human review steps
- US team review checkpoint before any deliverable leaves to client

### Refunds
- Tripwire money-back guarantee if BT Web Group misses 5-business-day delivery on its side
- No partial refunds on monthly subscriptions (proration via cancel-at-period-end model)

---

## 10. Success Metrics

### 30-day metrics (post-launch)
- **Eblast performance:** open ≥25%, click ≥3%, reply ≥1%, purchase ≥0.5%
- **Tripwire conversions:** ≥10 paid tripwires from the 4-email series
- **Site engagement:** ≥40% of eblast clicks land on `/packages`, ≥20% drill to a service hub or bundle

### 60-day metrics
- **Tripwire-to-Starter upsell:** ≥30% of tripwire buyers upgrade to a Starter package within 60 days
- **Total active customers:** ≥15 (any tier)

### 90-day metrics
- **Starter-to-Growth graduation:** ≥20% of Starter customers move to Growth within 90 days
- **Bundle adoption:** ≥3 customers on any goal bundle
- **Monthly recurring revenue:** ≥$10,000 MRR

### Health metrics (ongoing)
- **Churn:** ≤8%/month
- **Delivery on time:** ≥95% of tripwires delivered within 5 business days
- **Customer satisfaction:** ≥4.5/5 average review

---

## 11. Out of Scope

Explicitly NOT part of this launch:

- **Cold acquisition channels** (cold outreach, paid ads to acquire new prospects) — focused only on warm prospect list
- **Rebuild of the rest of btwebgroup.com** — only `/packages/*` pages are new
- **15-page website tier as a standard SKU** — listed as Custom/Enterprise instead; quote-on-request
- **E-commerce packages, web app development, app development** — referred to Custom/Enterprise
- **Annual billing plans** — month-to-month only by design
- **Affiliate or referral program** — possible future addition, not in this launch
- **Customer dashboard with self-service deliverable approvals** — manual email approval flow for v1; dashboard is a later phase

---

## Appendix A — Spec Self-Review Notes

Completed self-review checklist:

- **Placeholders:** None. All package deliverable counts, prices, and timelines are specific.
- **Internal consistency:** Tier prices ($497 / $997 / $1,997) consistent across §2, §5, §6. Bundle math reconciles.
- **Scope check:** Single coherent product launch — packages catalog, eblast series, page IA. Implementation will require parallel work streams (page build, eblast send, ops) but the spec is one launch.
- **Ambiguity check:** "Cancel anytime" defined as end-of-period cancellation. "5 business days" defined as the delivery SLA. "Refund" policy split — money-back on missed tripwire delivery only.

---

*End of spec.*