Strategy& Copywriting
This is Project CORE
Research, strategy, copywriting built around your customers, your voice, and the data your business already has. Powers your new website and every word you write after it.
The Problem
Your website doesn’t show up.
And when it does, it sounds like everyone else.
Most small-business websites fall into one (or all three) of these:
The copy sounds corporate. “Trusted partner in [X].” “Industry-leading solutions.” Reads like every other site in your category.
There isn’t enough content. The site exists, but it’s light. A digital business card, not a marketing engine.
It isn’t properly positioned. Google, ChatGPT, Claude, Perplexity, and Gemini all need properly written and positioned content in order to show up in the searches that matter.
And every time your business needs more words, you start from the same blank page. Every new email, social post, or recruiting flyer means explaining your business all over again.
MeetProject Core
Project Core isthe brain.
ARTILLERY clients walk away with Project CORE: a brand bible we built with you, written in your voice, owned by you. It’s the foundation every page on your new site is written from. And after your site launches, it goes with you.
What lives in yourProject Core
Your customer’s own language, pulled from real reviews and questionnaires
A system prompt you paste into ChatGPT, Claude, or any AI tool, so every email, social post, ad, and newsletter sounds like you
Why this is different: Most copywriting projects end at launch. Your Project CORE keeps working: one document holding the research, strategy, and voice behind every word you’ll ever need. Teams change. Pages get updated. Your CORE doesn’t. It’s how your brand stays consistent as you grow.
Built for humans.
Tuned for search.
Websites are for the people on the other end of the screen. Search engines and AI tools are how those people find you. We build for both. Every page reads like you wrote it, and it’s built so Google can find it and AI tools describe your business accurately.
Where Project Core fits in your project.
The Process
How we build your Project Core.
You fill out two questionnaires.
A strategy questionnaire about your business, your goals, your voice, and the hero you want more of. A StoryBrand questionnaire about your customer: what they want, what’s in their way, and what success looks like. We also hold a kickoff call to fill in the gaps.
We do the deep research.
We scrape your current site. We pull your Google Analytics, Search Console, and Google reviews. We scrape your top competitors’ sites. We find the words your customers already use, and the gaps between what you’re known for and what’s ranking in search.
We build your Project Core.
We pull every input into one living document: your voice, your customer, your proof, your one differentiator, your keyword targets, and the system prompt that drives every future word. This is the deliverable that makes everything else work.
We write your website from the Core.
Every page follows the StoryBrand framework: clear headlines, real proof points, and structure built to convert. We build pages from your Project CORE. We layer SEO on top: keyword targeting, Yoast meta, alt text on images. The strategy is ours. The voice is yours.
You review.
You review, we revise, then we ship. You see every word before it goes into design. Nothing goes live until you’re happy with it. After approval, we deploy the site and the SEO infrastructure. Your Project CORE gets handed back to you at the end. It’s yours to keep.
What’s in the package.
Your Project Core
The brand bible. Built with you, written in your voice, and owned by you. It includes your system prompt for ChatGPT, Claude, or any AI tool — every future email, social post, or ad sounds like you, automatically.
Delivered in three sign-offs:
1. Voice & Character.
Brand character, brand personality, the voice (your two modes), voice in action (good vs. generic), brand phrases, and words you’d never say. Does it sound like you?
2. Audience & Story.
Who you serve (the hero), the villain, the problem, and what customers actually say. Are we talking to the right people?
3. Positioning & The One Thing.
The one-line truth, the purpose, core messages, proof points, the competitive edge, and the one differentiator. If a prospect remembered only one thing about you, what would it be?
A Full Website's Worth of Copy
Home page plus interior pages (usually: about, services, process, FAQ, team bios, whatever your sitemap calls for). Every page follows StoryBrand: hero, problem, guide, plan, CTAs, and proof. Optimized for search. Written from your Project CORE.
The SEO Layer
StoryBrand framework structure on every page
Primary + secondary keyword targeting per page
SEO title and meta description
H1 / H2 / H3 hierarchy for search engines
Image alt text written for every photo
Internal linking strategy
Designer notes for layout and media placement
Wefinishthe work.
Most agencies hand you a copy doc with a list of “alt text suggestions” and a “meta description plan.” Then it’s on you, or your team, to actually put any of it on the site. We build a website that ships ready, not a homework assignment.
What we deploy live for you:
Real alt text on every image, site-wide. Every photo gets descriptive alt text written for the people who can’t see it (ADA compliance) and for search engines.
Yoast meta on every page. Real SEO titles, meta descriptions, and focus keyphrases mapped to actual search intent.
Why it matters: Alt text is the #1 accessibility miss on most websites. Meta titles are the #1 SEO miss.
Why thisworks.
Trained on you, not the internet. Every page is written from your Project CORE: your strategy, your StoryBrand framework, your customer reviews, and your competitor landscape. AI is the tool. The research and process are ours. The voice that comes out is yours.
Optimized for the searches that matter. Real keyword research, intent matching, meta titles, meta descriptions, and alt text on every image. Built to win in Google search.
Fast. Traditional copywriting takes weeks of back-and-forth. Our process takes a fraction of that.
You approve everything. You read every line. You give feedback. We revise. Nothing goes into design until you’re happy with it.
You leave with a tool. Most copy projects end the day the site goes live. Yours starts there. With Project CORE you can write emails, ads, social posts, and newsletters in your voice for as long as you’re in business.
*This page was written from a Project CORE.
The Cost
Starting at $2,000
Everything you need to launch with copy that sounds like you and a brand asset you keep forever.
Strategy research (analytics, Google reviews, competitor analysis, current site audit)
Strategy questionnaire + StoryBrand questionnaire
Your Project CORE brand bible
Home page copy
Various interior pages
Full SEO layer (Yoast meta + alt text on every image) deployed live, not just suggested
Start with a conversation. We’ll scope your project together before any pricing gets locked in.
When to go deeper.
Project CORE works for most projects. But some organizations need more than AI copywriting: a full brand messaging strategy, deep voice development, or marketing copy that goes beyond a website. For those, we recommend working with Brittany Downey at DowneyStrategy.com
Brittany partners with ARTILLERY on large projects. She’ll interview you, dig into your brand, and write copy that captures exactly how you want to be heard.
Frequently AskedQuestions
Will it sound like AI?
No. That’s the point of Project CORE. Most AI copy reads like AI because it was generated from a blank prompt. Yours is generated from your strategy, your StoryBrand framework, your real customer reviews, and your voice pillars; captured in a brand bible we build with you before a single page gets written. If a draft ever sounds generic, we revise until it doesn’t.
Do I own the Project Core?
Yes. It’s delivered to you at the end of the project. Paste it into ChatGPT, Claude, or any AI tool and every future email, social post, and ad will sound like you.
How is this different from me just using ChatGPT myself?
The difference is the Project CORE. Without it, you’re prompting from a blank page and the output sounds like everyone else’s. With it, you’re prompting from a 15-plus page brand bible built from your strategy, your reviews, your competitor research, and your voice.
What's the SEO piece you keep mentioning?
Project CORE deploys alt text on every image and Yoast titles + meta descriptions on every page. Most agencies “suggest” these in the copy doc. We write them and push them live.
Need deeper SEO services like schema, backlinks, and more? Let’s talk.
What if my business doesn't have customer reviews or content yet?
The Project CORE process pulls from whatever real source material exists: founder interviews, sales call transcripts, partner testimonials, competitor research, and your StoryBrand questionnaire. New businesses still leave with a Project Core that captures their voice.
Will Google penalize AI-written content?
No. Google’s official guidance is that quality matters, not how content was made. They penalize low-effort spam, not well-researched, helpful, human-edited writing. Every page we deliver is structured for StoryBrand, optimized for search intent, and reviewed before it ships.
How many revisions are included?
Two rounds of revisions per page are included. In practice, most clients use one. The Project CORE does the heavy lifting before a single page is drafted, so the first version usually lands close. If you need more, we’ll scope it together.