Digital Marketing Strategy

The homepage has a pricing section at /#pricing. This is not sufficient for SEO or paid ads. A dedicated /pricing page should:

• Mirror the three tiers (Free demo, $499 one-time, $39/month)
• Go deeper: inclusions per tier, FAQ (cancellation, free trial, data), comparison to DIY spreadsheets
• Frame the $499 as an investment against the cost of a bad first month of trading
• Have a single focused CTA: "Start your free demo"
• Become the landing page destination for future paid search ads

Files to create: src/pricing.html, src/_data/pricing.json

Replace the "Blog" nav link with "The Pass" — a branded resource hub for cafe founders. The existing blog posts are SEO assets and stay published at their current URLs; only the nav label and landing page change.

• Remove "Blog" from the main navigation
• Add "The Pass" to the nav, pointing to /the-pass/
• Create src/the-pass.html: curated resource hub with lead magnet opt-in above the fold
• Lead magnet: "The 10 Numbers Every Cafe Owner Must Know Before Opening" (downloadable PDF)
• Opt-in: first name + email only, delivered via Mailchimp (free tier)
• Add a secondary CTA on the homepage pointing to The Pass
• List existing blog posts and guides below the opt-in as free resources

Files: src/the-pass.html (new), update src/_includes/main.html nav

Template selected by Tim. Migrate the site from the current Eleventy + Bootstrap 4 build to the new template stack. Current site uses a large pre-built theme (8,642 lines) with WOW.js animations — functional but dated.

Migration requirements

Migration steps

1. Set up the new template in a separate branch
2. Port all content from src/_data/show.json and src/_data/site.js
3. Migrate all blog posts and guide pages
4. Port the new pricing page and The Pass created in tasks 2 and 3
5. QA on staging before cutting over DNS

Do this after the template migration (task 4) — the new template may have a different hero layout that changes what copy is needed and where. Rewrite to lead with outcome, not features.

Current subheadline: "Pre-Opening Cafe Planning with Expert Recipe Templates and Square POS Integration" — this is a product list.

Replace with the outcome:

• Option A: "Know your numbers before you spend a dollar"
• Option B: "Most cafes fail in year one. HospoSure helps you not be one of them."

Lead with outcome first, then list what makes that possible. Ensure the three key features (Test Kitchen, Square menu management, AI assistant) appear in the hero or immediately below it.

Three of HospoSure's strongest features are either absent or buried. These need to be surface-level, named, and specific.

These three features separate HospoSure from a generic spreadsheet. They should appear in the hero, features section, and pricing page.

For each feature, write:

• A one-sentence headline that leads with the benefit
• A two-sentence description
• A supporting visual (screenshot or gif)

Files to update: src/_data/show.json features and hero sections

9 real 5-star reviews exist in structured data. Two are named businesses ("The Chai Room", "Little Shop of Waffles" in Sydney). Ensure they are visible above the fold or close to it.

Add the Trustpilot widget if not already present.

Done: Hero social proof strip added (5 stars + 4.3/5 + Trustpilot link). Star ratings uncommented on all 8 rated review cards. Trustpilot widget swapped from Review Collector to MicroStar display.

Current flow: visitor goes to app with no price anchor. Add:

1. A brief pricing mention on the homepage: "Free demo, then $499 one-time"
2. A "What happens after the demo?" section on the homepage
3. In the app: surface the upgrade prompt after a meaningful action, not on arrival

Primary keywords — use in H1, page title, URL

Secondary keywords — use in H2/H3, body copy, features

Target query clusters

Keyword research findings (competitor gap analysis)

Research against clevercafecompany.com.au and thehospitalitycoach.net. Keywords below are either uncontested or competitors ranking poorly — priority targets for new content and on-page optimisation.

Competitor research conducted against clevercafecompany.com.au and thehospitalitycoach.net using keyword gap analysis. Volumes sourced from keyword research tool data. Verify in GSC once site is indexed.

ATO benchmarks opportunity: "ato benchmark" (600/mth) and "ato benchmarks" (300/mth) are high-volume informational keywords where competitors rank very poorly (pos 47 and 62). A single guide covering ATO cafe benchmarks for labour, COGS, and overheads could capture significant organic traffic and directly supports HospoSure's financial modelling messaging.

• Every page needs a unique, keyword-rich <title> and meta description
• Add descriptive alt text to all images
• Add an H1 to every page if missing
• Verify structured data with Google's Rich Results Test after implementation
• Fix aggregateRating.ratingCount in site.js to match actual review count

Schema.org implementation — priority order

Schema.org remains relevant for Google rich results and LLM/AIO visibility. Focus on the four high-value types below. Legislation type for Terms and Privacy pages is not worth implementing. Google: Intro to structured data · Rich Results Test

Schema.org properties — SoftwareApplication (homepage)

Schema.org properties — Organization (sitewide)

Homepage optimisation checklist

• H1 contains the primary seed keyword
• Clear statement of what HospoSure is, who it is for, and what makes it different
• Internal links to main feature/service sections
• Links to recent blog posts and guides
• FAQ section present and linked
• Real photos and video integrated (not stock)
• Step-by-step product walkthrough visible on the page
• Pricing section present and accurate
• Social proof (Trustpilot reviews) above the fold or near CTA

Blog post optimisation checklist

• Primary keyword in H1, first paragraph, and at least one H2
• Target keyword density approximately 2% across the post
• Internal links to at least 2 other posts and to the pricing or demo page
• FAQ section at the bottom targeting long-tail variants
• Author byline present
• Date published and date updated visible
• At least one real image with descriptive alt text
• CTA at the end linking to demo or pricing

Per-page title and meta description targets

Current page structure for reference when planning content updates or schema implementation.

Navigation: Home · The Pass · FAQ · About Us · Contact Us · Sign In

11 posts exist. Before writing new content:

1. Use PostHog or GSC to identify the top 3 posts by traffic
2. Strengthen those three first: update facts, add internal links, improve headings, expand thin sections
3. Interlink posts to each other and back to the pricing/demo CTA

Keyword density: Aim for approximately 2% usage of the primary keyword throughout each piece of content. Use semantic variations naturally rather than forcing exact matches. Google: Creating helpful content

Content by funnel stage

Plan content across all three stages. Awareness content drives traffic; consideration and decision content drives conversions.

New posts to prioritise

Priority: The ATO benchmarks post targets 600+ monthly searches where competitors rank very poorly — write it first. Case studies and "X vs Y" comparisons are the biggest content gaps; plan at least one of each in Phase 2.

• Sitemap submitted to GSC
• Canonical tags on all pages
• No broken internal links
• Mobile-friendly (verify in GSC)
• Core Web Vitals passing (check in GSC)
• HTTPS throughout
• Robots.txt correct (not blocking crawl of important pages)

PageSpeed Insights · Google Search Console · Google SEO Starter Guide

One new SEO-targeted post per month. Prioritise depth over volume. A single 2,000-word post that fully answers a high-intent query is worth more than five 500-word posts.

Clever Cafe Company is already converting. This model works. Scale it.

Offer: referral commission per paid conversion, co-branded content, or resource sharing.

Target 3–5 backlinks per quarter from relevant sites.

Ask satisfied customers at the right moment:

1. After they complete their first financial model (in-app prompt)
2. After they receive their bank-ready report
3. After a successful opening (follow-up email at 30 days post-onboarding)

Ask for: Trustpilot review, Google review, and optionally refer a friend. One click per ask.

LinkedIn content pillars

• The numbers behind opening a cafe (financial insight posts)
• Customer results and named business stories
• Behind the product: what we built and why
• Practical tips: cafe planning, menu costing, Square POS

Triggered on opt-in.

Triggered when someone starts a demo but has not paid.

Triggered 30 days after becoming a paid customer.

Start with Mailchimp (free up to 500 contacts, 1,000 emails/month). Migrate to ActiveCampaign or ConvertKit when sequences become more complex or the list exceeds 500.

Ask at the right moment, not randomly. Three moments where customers are most likely to say yes:

1. After completing their first financial model in the app (in-app prompt)
2. After downloading their bank-ready report (high-value moment)
3. 45 days after becoming a paid customer (via automated email)

Make it one click. Direct link to the review platform. No login friction where possible.

Respond to every review, positive or negative.

• Positive: short, personal, mention the customer's business or detail if they shared it
• Negative: acknowledge the issue, offer to resolve via email, do not argue publicly

Responses signal to both Google and potential customers that the business is active and cares.

Reviews that include the product name, category, and location are more likely to be cited by LLMs. When asking for reviews, a brief prompt helps:

Do not script it. Just surface the idea.

Google confirms AI features use the same ranking signals as traditional search. Focus on genuine content quality and credibility — not AIO-specific hacks. Google AI Optimization Guide

Use this or a variant wherever the brand appears: directories, partner sites, press mentions, social bios.

Run each query manually in ChatGPT, Perplexity, and Google AI Overviews monthly. Record whether HospoSure appears, where in the response, and how it is described.

Target queries by pillar

Tracking signals

• Australian-specific: Tailored to AU market, regulations, and terminology
• All-in-one: Replaces multiple disconnected tools (spreadsheets, POS, recipes)
• Expert-backed: Recipes and templates from hospitality professionals
• Practical focus: Designed for operators, not accountants

Core features (must-have)

• Financial modelling engine
• Recipe costing calculator
• Cash flow projections
• Menu builder

Differentiating features (competitive edge)

• Square POS integration
• Test kitchen recipe library
• Dish performance analysis
• Bank-ready report export

Supporting features (value-add)

• Overhead calculators
• Labour cost planning
• Pre-opening checklists
• Demo access

Current

• Square POS — primary POS integration (OAuth + manual token)
• AWS Amplify — backend infrastructure
• Trustpilot — review platform

Potential future

• Xero / MYOB (accounting)
• Additional POS systems (Toast, Lightspeed)
• Supplier ordering platforms

Customer success

• Cafe opens on time and on budget
• Secures bank funding with HospoSure reports
• Menu performs profitably in first 6 months
• Avoids common startup financial mistakes

Business success

• User activation rate (free to paid conversion)
• Feature adoption (especially POS sync)
• Customer retention (monthly churn)
• Review ratings (Trustpilot, Google)

Goal: Turn cold traffic into leads and start nurturing demos toward payment. Build the email engine and publish the first high-intent SEO content.

Definition of done: Lead magnet live, email capture on homepage and resource page, welcome and demo nurture sequences running in Mailchimp, first blog post published, LinkedIn posting at cadence, three new partner conversations started.

Focus areas: Email list building, nurture sequences, blog strategy, LinkedIn activation, partnership outreach, site template migration.

Goal: Compound the gains from Phases 1 and 2. Build organic authority, grow the review presence, and activate paid search once conversion is proven.

Definition of done: One SEO post published per month, 3–5 backlinks earned per quarter, G2 and Capterra at 10+ reviews each, retention email sequence live, LLM visibility checked monthly, paid search launched.

Focus areas: Ongoing SEO content, backlink building, review growth, retention emails, LLM visibility monitoring, paid acquisition.

• Is GA4 currently installed on the site?
• Is Google Search Console connected?
• What is the current demo-to-paid conversion rate?
• Is the Square POS integration fully live?
• Is there any email list at all?
• Which social channels are currently active and posting?
• Has Google Business Profile been claimed?