CLAUDE.md

This file provides guidance to Claude Code (claude.ai/code) when working with code in this repository.

Repository Overview

SVMS Consultancy Limited - Scottish AI consultancy website built with Jekyll. Specialises in AI workflow automation, chatbots, and process automation for local businesses.

Writing Guidelines

CRITICAL WRITING INSTRUCTIONS - ALWAYS FOLLOW:

  • DO NOT use EM dashes - Use standard hyphens instead
  • Use British English only - spellings like “realise”, “colour”, “organisation”
  • Write in Kevin Middleton’s voice - Professional, direct, focused on practical business automation solutions

  • Apply Hormozi’s Value Equation - Value = (Dream Outcome × Perceived Likelihood) / (Time Delay + Effort & Sacrifice)

    1. Dream Outcome (Sell OUTCOMES not products):

    • Don’t sell automation tools, sell “Transform 9-to-5 operations into 24/7 automated systems”
    • Customer journey mapping to identify true outcome
    • Testimonials focus on transformation not features
    • Before/after business scenarios
    • Headlines that speak directly to dream outcome
    • Product is just bridge between current state & dream outcome

    2. Perceived Likelihood of Achievement (Build BELIEF):

    • Specificity (“Reduce costs by 62%” not “Save money”)
    • Proof elements at belief gap moments
    • Risk removal (“Free consultation” or “Results guaranteed”)
    • Add “Why This Works When Others Haven’t” sections
    • Real client case studies with specific results
    • Years of experience and proven track record

    3. Time Delay (Make results feel IMMEDIATE):

    • “See results within 24 hours” vs “See results soon”
    • “Chatbots deployed in days” vs “Quick setup”
    • “ROI in first month” vs “Fast return”
    • Create expectation maps (“Week 1, Month 1, Month 3”)
    • Help customers mentally fast-forward to results
    • Faster perceived results = higher conversions

    4. Effort & Sacrifice (Remove ALL friction):

    • Cognitive fluency: Easy to process = Easy to achieve
    • Simplify processes to 3 steps maximum
    • One-click actions where possible
    • Visual process explanations
    • “We handle everything” messaging
    • Free assessments to remove initial barriers

Current Structure

Jekyll website with data-driven content structure:

  • _data/ - YAML data files for content management
  • _data/stats.yml - Key business metrics and statistics
  • _data/testimonials.yml - Real client testimonials
  • _data/content.yml - Main site content and copy

Development Notes

This repository contains a professional Jekyll website for SVMS Consultancy. All content updates should maintain the established tone of voice and British English standards.