SEO team training · 60 minutes
Every competitor is now shipping the same AI page. This is the method, the prompts and the fixes we use to make ours look like a real agency built them.
Module 1
You do not need to know web design to get a professional page out of Claude. You need to know what to put in the first message, what to say when it comes back looking generic, and how to tell the difference. That is the whole training.
| Minutes | Modules | What you learn |
|---|---|---|
| 0 to 10 | 2, 3 | Why every AI page looks the same, and the three levers that make ours different |
| 10 to 20 | 4, 5 | The method and the first message that decides everything |
| 20 to 30 | 6, 7, 8 | The fixes you will ask for, how to ask, and the checklist |
| 30 to 50 | 12 | Hands-on: build the Bounce and Beyond page and run one round |
| 50 to 60 | 9, 10, 11, 13 | Prompt library, tips, deliverables, homework |
Eight real projects built in Claude: the BLG Lawrenceville and Metro Atlanta pages and homepage, Novus MD (splash, homepage, men's and women's pages), Limitless Retreat, Jump N Bounce, Peak Academic Coaching, Darkhorse and Aegis. Across all of them the first build was about 70% there, and the same small set of requests took it the rest of the way. Those requests are the prompt library.
Module 2
When nobody tells Claude what the page should look like, it reaches for the same defaults every time. So does every competitor's AI. That is why their pages are starting to look identical, and why ours can stand out by simply deciding.
Defaults are predictable. Once you can name them, you can ban them in the first message and spot the survivors in seconds. Our competitors are not doing that. Most are pasting content, taking the first build, and publishing. Two extra messages from us is the whole gap.
Module 3
Across every project, three things separated the pages that looked like a real agency built them from the ones that looked generated. None of them require design skill.
The sentence that did the most work in every brief: "Commit to a specific design direction for this brand in two sentences before writing code." It forces a choice instead of a default. Even better, ask for three directions and pick one. The directions should come from the client's industry, not from web design: a roofing company gets something sturdy and plain-spoken, a concierge clinic gets something quiet and expensive, a party rental company gets something bright and friendly. You do not have to invent it; you just pick.
We named two reference sites (Hims for warmth, Peter MD for seriousness) and the client's own gold and dark identity. Claude proposed "warm concierge: cream and sand base, gold accents, soft rounded cards, a quick-pick row under the hero." We said yes. The page looks nothing like a template because the direction was chosen for that clinic.
A page is remembered for one thing. Pick the section that carries the client's strongest promise (a guarantee, a key number, a before and after) and tell Claude: "This section needs to be impressive, stand out and be remembered. Keep everything else quiet." Examples we have shipped: BLG's numbered local-market ledger, the 85% Did You Know stat block with its source linked, Novus's split-screen men and women gateway, the Rain Guarantee you will build in the exercise.
Real photos used as full backgrounds, a real reviewer's name and face, a live review widget, a stat with a linked source, the client's exact address and phone. Every project that felt premium had real photos as backgrounds; every project that felt like a mockup had placeholder boxes. As SEO people you already gather this material. Put it in the first message.
Module 4
One complete first message, one first build, then a few rounds of small corrections sent in batches. The output is plain HTML the whole way: one HTML file per page, with the styles and scripts in separate files that every page shares.
The most wasted rounds we have seen were polish rounds on a top section that then got rebuilt. Approve the order and the hero first. Then clean up.
Module 5
Every project that needed fewer rounds had all ten of these in the first message. The two that save the most time: locked copy and real photos. The brief template in Module 10 has slots for all ten.
| Put this in | Or you will get | From our projects |
|---|---|---|
| The final copy, and "do not change the content" | Invented filler you then have to fix | Peak Academic Coaching: "improve the layout, do not change the content, only visuals" |
| The live site URL and logo files | A header and footer that do not match the rest of the site | BLG: "same colors and font as the current site, keep a similar header and footer" |
| Brand colors as hex codes, and the fonts | The default purple and blue look | Limitless Retreat: gold and dark. Novus: gold on dark and cream |
| One extra color for buttons only | Buttons that blend into everything else | BLG: orange #ff8800 on actions only |
| One soft background color for some sections | A page with no visible chapters | BLG: "use #f1f6e4 for some background sections" |
| Real photo URLs | Gray placeholder boxes | Jump N Bounce: a real hero photo URL as the background |
| Two or three reference sites | Claude guessing the mood | Novus: Hims and Peter MD, for direction only |
| "HTML with separate styles.css and main.js, plus a one-file preview" | Styles buried in the HTML that cannot be cached or reused on the next page | "Production: HTML + styles.css + main.js + assets. Preview: one file with everything embedded." |
| Proof with names and numbers | Fake-feeling testimonials | Reviewer name and photo, Elfsight review widget, HBR stat with link |
| "The hero must fit on screen without scrolling" | The most common structure round | Every project, eventually |
"Avoid the AI-generated look. Commit to a specific design direction for this brand in two sentences before writing code."
"Before presenting, screenshot desktop and mobile, review against the rules, fix what fails, then deliver."
The first makes Claude decide instead of default. The second makes Claude catch most of its own problems before you ever see the page.
Module 6
These came up in nearly every project. You do not need to understand why they work. You need to recognize the problem and know what to type. The full copyable versions are in Module 10.
| You see | Say | Note |
|---|---|---|
| Em dashes everywhere | Remove all em dashes, including titles, meta description, FAQ schema and the small labels. Rewrite into clean sentences, do not just swap for hyphens. | Asked in 6 of 8 projects. They hide in places you cannot see on the page. |
| Marketing fluff | No unlock, elevate, seamless, cutting-edge. Short sentences, specific claims, numbers instead of adjectives. | Pairs well with "list any fact to verify." |
| Different button text everywhere | Every conversion button says "[label]". Count the instances and confirm. | BLG homepage: 16 buttons, one label. |
| A vague sub-headline | The supporting line should name the actual services, not abstractions. | Concrete beats clever. |
| You see | Say | Note |
|---|---|---|
| You have to scroll to see the button | The whole hero, including the trust line and the button, must be visible without scrolling on a laptop (1366x768) and on a phone (390 wide). | The single most common structural fix. |
| A photo in a box next to the text | Use the photo as a full background behind the hero, darkened on one side so the headline is readable. | This is the "premium" switch. Novus, Darkhorse, Aegis, Jump N Bounce all ended here. |
| Everything fades in | Remove the fade-in animation. Static. | The stock AI entrance. |
| Text unreadable over the photo on phone | The small title cannot be read against the background image on mobile. Fix it. | Claude adds a darker overlay. |
| You see | Say | Note |
|---|---|---|
| Glowing or shadowed buttons | All buttons flat: no shadow, no glow, same shape and color everywhere. | Flat buttons read as designed; glowing ones read as generated. |
| Only one button on the whole page | Add the main button after every major section, with a line of text tailored to that section. | BLG homepage added six. |
| Little pills and tags that look clickable but are not | Nothing that is not clickable may look like a button or a pill. Tags are plain text with dot separators. | ZIP codes and labels are the usual offenders. |
| Little icons that look weak | The icons are too small. Put them above the text and make them bigger and thinner. | Novus trust bar. |
| You see | Say | Note |
|---|---|---|
| A thin white strip at the page edges | Remove the white margin on the sides of the page. | A browser default Claude forgot to reset. |
| One long same-colored page | Use [hex] as the background on some sections so the page has chapters. | Give it the brand's soft tint. |
| Too much empty space around an embedded form | There is too much padding in the box around the form. Reduce it, and reduce the empty space under the form. | Forms bring their own spacing. |
| A section in the wrong place | Move the [strip] to directly beneath the hero, before the [Problem] section. | Always name the section before and after. Vague placement cost us the most rounds. |
| A section that is just boring | The design of this section is boring. Bigger type, stronger contrast, a bold band. Keep the text exactly as is. | Say "design," or Claude will rewrite the words instead. |
Module 7
Most lost rounds were not Claude's fault. They were messages that were ambiguous, vague about position, or sent one fix at a time.
"Remove the em dashes. Our Strongest Promise must stand out and be remembered. All buttons: no shadow or glow. Optimize for mobile. Use #f1f6e4 on some section backgrounds. Screenshot desktop and mobile and confirm each."
Five fixes, one message, proof requested. It closed a round on the BLG Lawrenceville page.
| We typed | What happened | Type this instead |
|---|---|---|
| "The strip is boring." | Claude rewrote the copy. We meant the look. A round lost. | "The design of the strip is boring. Bigger type, stronger contrast. Keep the text as is." |
| "Move the strip." | It landed before the wrong section because an earlier note said something different. | "Move the strip to directly beneath the hero, before the Problem section. This overrides the earlier note." |
Module 8
Run this on the first build and after every round. Tick what you see, then use the copy button below to turn the ticks into a ready-to-paste round. Zero ticks means it is ready for the final QA prompt. Ticks are saved in this browser; reset for each new page.
Tick what you found, then copy. Each tick becomes the fix instruction, already phrased the way Claude responds to best, inside the polish-round format.
Module 9
Habits from the projects that saved the most time or made the biggest difference, in no particular order.
Module 10
Every prompt we have actually used, cleaned up and ready to copy. Filter by what you are doing. Fill the brackets, delete the lines that do not apply, send.
Module 11
Three deliverables, every time. The preview is for looking; the production files are for publishing. Skipping the preview is why images "disappeared" when someone opened a file on its own.
Every image embedded inside the file. Opens anywhere, nothing breaks. For reviewers and client approval.
index.html, styles.css and main.js as separate files, plus an assets folder with images named for the swap list. Separate files are cached by the browser, so every additional page loads faster and shares one stylesheet.
Image swap list with ideal crops, facts to verify, form and widget wiring, title and meta, schema summary.
New city, second audience, new brand on the same skeleton: "Same layout and design, use this content." Multi-page sites: one HTML file per page, all linking the same styles.css and main.js, with relative links and a shared assets folder. One stylesheet means one place to fix a button for the whole site.
Module 12 · 20 minutes
Everyone gets the same client and the same copy, so the only variable is how you brief and how you give feedback. At the end we compare the top of everyone's page.
For the exercise only, the brief is already filled in with everything below. On a real project you fill the template in Module 10 yourself.
Two slots stay open for you in the brief: the photo URLs and the reference sites. Replace them or delete those lines before sending.
Title tag: Bounce House and Party Rentals in Alpharetta, GA | Bounce and Beyond
Meta description: Bounce houses, water slides, tents and concessions delivered and set up free across North Fulton. Insured, sanitized, school approved. Check availability online.
H1: Bounce Houses, Water Slides and Party Rentals in Alpharetta, Delivered and Set Up Free
Sub-line: Clean, insured and on time. Bounce houses, water slides, tents, tables, chairs and concessions for birthdays, school events and block parties across North Fulton. Check availability online in two minutes.
Trust strip: 4.9 stars on 340 reviews. Fully insured. Sanitized after every rental. School and PTA approved vendor. 9 years in North Fulton.
Problem section: Planning a party is a hundred small decisions, and the rental is the one that can ruin the day. The unit shows up late. It is grimy. The company is not insured and the school will not allow it. It rains and you lose your deposit. We built Bounce and Beyond so none of that is your problem.
Services: Bounce Houses (themed and classic, toddler to teen sizes). Water Slides (single and dual lane, with splash pools). Tents, Tables and Chairs (10x10 to 20x40, white folding chairs, round and banquet tables). Concessions (popcorn, cotton candy and snow cone machines with supplies for 50 to 200 guests).
Rain Guarantee (the memorable section): If the forecast is 50% or higher for your party window, reschedule free or get a full refund up to 8 a.m. the day of. No deposit lost, no questions.
Process: 1. Check availability for your date online. 2. Pick your units and add-ons; see the total before you book. 3. We deliver, set up and safety-check 1 to 2 hours before start. 4. We pick up after the party. You do nothing.
Testimonial: "They arrived early, the water slide was spotless, and when the storm rolled in they rescheduled us for the next Saturday without a word about fees." Marisol T., Johns Creek. Google review.
Service areas: Alpharetta, Johns Creek, Roswell, Milton, Cumming, Duluth and the rest of North Fulton and South Forsyth.
FAQ: How far in advance should I book? Two to three weeks for weekends in spring and fall; same-week is often possible. Do you deliver to parks? Yes, with the park permit; we bring a generator if there is no power. What surfaces work? Grass, turf, concrete and asphalt; we use stakes or sandbags as needed. What if it rains? See the Rain Guarantee above. Are you insured? Yes, and we send the certificate to your school or venue on request.
Button label: Check Availability
Module 13
Three things to remember, and one thing to do this week.
All ten inputs in message one. Locked copy and real photos matter most.
Three to five fixes, the section named, words or look stated, a screenshot requested.
Run Module 8 on every build. Tick, then type.
Every agency now has access to the same tool. Most will publish the first build. The ones that win will be the ones who decided a few things and removed the defaults. That is a two-message habit, and now it is yours.