Appendix A: Practical Templates & Master Checklists

1. Customer Persona Planning Template

Ideal Customer Profile (ICP) Worksheet
Persona Name	[e.g., Solopreneur Sarah / Property Manager Mike]
Demographics	Age: [ ] • Job Title: [ ] • Household Income: [ ]
Core Pain Point	[What frustrating problem are they actively trying to eliminate today?]
Desired Transformation	[What does success look like once their problem is solved?]
Key Buying Objections	[Why might they hesitate to purchase from us?]
Search Queries Used	Informational: [ ] • Transactional: [ ]

[ ] Primary Keyword: Chosen based on real search intent, not guesswork.
[ ] Meta Title: Under 60 characters, primary keyword placed near front, brand at end.
[ ] Meta Description: Under 155 characters, includes a clear benefit and call-to-action.
[ ] URL Slug: Short, lowercase, uses hyphens, contains only primary keyword.
[ ] H1 Header: Exactly one H1 on the page, matching user search intent.
[ ] Content Formatting: Broken into digestible sections using H2 and H3 subheadings; no walls of text.
[ ] Images: Compressed below 150KB, saved in WebP or JPG format, descriptive alt text added.
[ ] Internal Links: Links to 2–4 relevant articles or service pages on your own website.
[ ] External Links: Links to 1–2 trustworthy, authoritative external research sources.
[ ] Conversion Element: Clear call-to-action button or email opt-in form visible.

[ ] SSL Certificate: Site loads over HTTPS with no mixed-content security warnings.
[ ] Mobile Usability: Passes Google's mobile-friendly inspection with zero overlapping text.
[ ] Sitemap: XML sitemap exists at /sitemap.xml and is submitted to Google Search Console.
[ ] Robots.txt: Accessible at /robots.txt without blocking critical CSS or content files.
[ ] Broken Links: Zero internal 404 errors; all deleted URLs redirected via 301 redirects.
[ ] Core Web Vitals: PageSpeed score above 75 on mobile; LCP under 2.5 seconds.
[ ] Canonical Tags: Correct rel="canonical" implemented across all live pages.