# Content patterns (`content-patterns.md`)

Voice + structure guidance tied to multilingual translation keys (`resources/lang/**/messages.php`).

Machine-readable scaffold: `resources/design-system/content-patterns.php`.

## Tone pillars

| Pillar | Description |
| --- | --- |
| Consultative clarity | Teach while persuading |
| Localization parity | Comparable depth when a locale is indexable |
| Proof-forward | Quantify timelines, engagements, KPI deltas where legally permissible |
| Action-led verbs | “Convert”, “scale”, “book”, “grow” anchored in tangible outcomes |

## Hero copy framework

1. Eyebrow micro-label (localized) where vertical space permits.
2. Primary line accent highlight (`span.text-criazo-primary`).
3. Grounded declarative headline promise.
4. Supporting paragraph ≤ ~45 words aligning service scope with persona pain.

## Service page scaffolding

Recommended arc (adapt but keep proof-forward ordering):

```
Hook → Trust logos/stat band → Insight/problem inversion → Capability modules grid → Pricing or calculator wedge → FAQs → Repeated CTA + explore cross-sell
```

## Industry + vertical specificity

Surface niche vocabulary naturally (equipment, staffing models, seasonal demand). Align copy with programmatic dataset fields (taxonomy slugs ↔ translation keys).

For localized slug variants (`.../{location}`):

- Mention city + country context naturally in introductory paragraphs/H1—not mechanical concatenation stuffing.

## Case study narration

portfolio-detail pages should articulate:

```
Challenge snapshot → Intervention pillars → Measurable outcome → Supporting creative proof → Invite analogous engagement path
```

## FAQ discipline

Maintain strict parity:

```
Visible accordion answer ≡ JSON-LD FAQ payload fields
```

Write questions using first-person customer phrasing (“How quickly…”, “What is included…”).

Answers open with affirmative clarity, followed by explanatory depth if needed.

## Credibility safeguards

Facts referring to tenure or volume must stay synchronized with consolidated schema (`config/seo.php` organization block) to avoid inconsistency risks.