Website build

— Shopify Migration Scope + Conversion‑First Copy Pack (v4) · Use this as a single source of truth to hire a new contractor and build the new Shopify site · It includes: · scope of work, deliverables, acceptance criteria, and paste‑ready copy for every page. · 1) Executive Summar ...

Job description

— Shopify Migration Scope + Conversion‑First Copy Pack (v4)

Use this as a single source of truth to hire a new contractor and build the new Shopify site


It includes:
scope of work, deliverables, acceptance criteria, and paste‑ready copy for every page.
1) Executive Summary


Platform:
Shopify (theme‑based build).

• Primary conversions (in order): (1) Newsletter sign‑ups, (2) Masterclass purchase.

Secondary conversions:
Speaking/consulting inquiries, catering clicks (Lime Truck), and Snibbs clicks.

• Top-of-funnel content: Dine & Grind podcast (LIVE) and Better Than Your Mom webseries (launching 2026).

SEO priority:
rank for food truck / food truck catering and entrepreneurship terms while protecting existing traffic during migration.
2) Brand & Messaging North Star

Brand promise:
Chef‑Founder elevating workers — sharing the Plate (behind‑the‑pass), the Playbook (operator frameworks), and the People (workers & community).

Write like this:
clear, warm, operator‑practical, proof‑driven, and community‑first.
Two core pillars to spotlight everywhere: The Lime Truck + Snibbs.
3) Target Audiences (ICPs) + What They Should Do on the Site
Audience What they want Primary action Where they land
AHP — Ambitious Hospitality Pro Quick shift fixes, safer shifts, skills + advancement Join newsletter (Worker segment) + download playbook Home → Builders/Resources → Newsletter
SO — Scrappy Operator Pricing, profit stability, catering growth playbooks Join newsletter (Operator segment) + download pricing ladder Home → Builders/Operator → Newsletter
FFA — Food‑Fan with Ambition Entertainment + approachable recipes + kitchen culture Join newsletter + follow show/podcast Home → Shows & Podcast → Newsletter
Students / Buyers A paid, structured framework to build brands Purchase masterclass Home → Masterclass product page
Press/Media Fast facts + assets Download media kit / contact Press & Media
4) Scope of Work (what the contractor must deliver)
4A) Shopify theme build (foundation)

• Install and configure a Shopify theme suitable for a personal brand / content hub (not product‑catalog heavy).
• Build consistent global header/nav + footer across all pages.

Create reusable sections:
hero + CTA, press/logo strip, two‑pillar cards (Lime Truck/Snibbs), newsletter band, testimonials/quotes, FAQ accordion, and media grid.
4B) Content migration + update (copy + imagery)

• Rebuild the pages in the Site Map (below) using the Copy Pack (Section 9) as the source of truth.
• Swap all imagery to updated photos (chef collabs, community, Lime Truck, Snibbs, book/masterclass).

Improve readability:
short sections, bullets, strong headings; eliminate repetitive blocks across pages.
4C) Newsletter capture system (highest priority)

• Newsletter signup must be present in: (1) footer, (2) Home newsletter band, (3) Subscribe landing page.
• Implement newsletter popup (site‑wide) with sensible triggers + frequency cap (details in Copy Pack).
• Connect to Email Service Provider (ESP) and verify the full flow: signup → confirmation/thank-you → welcome email.

Optional but recommended:
segment checkboxes (Worker / Operator / Fan) for better personalization.
4D) Masterclass selling flow (primary revenue)

• Create a Shopify Product Page for the Masterclass (digital product) with conversion‑focused layout (outcomes, modules, proof, FAQs).
• Implement checkout + delivery path (digital access instructions / confirmation email).
• Add 'Thank you' messaging that nudges newsletter and shows/podcast after purchase.

4E) Shows & Podcast (top-of-funnel)

• Build a Shows & Podcast hub page with two sections: Dine & Grind (LIVE) and Better Than Your Mom (launching 2026).
• Podcast must be easy to update: latest episode block + episode list with links (Apple/Spotify/YouTube).
• Webseries block must push email capture: 'Get updates' CTA for the 2026 launch.

4F) Contact + inquiry routing

• Replace email-only contact with a structured form: inquiry type, name, email, message (optional budget/timeline).
• Route catering inquiries to Lime Truck booking flow; keep Daniel site focused on newsletter + masterclass + speaking/consulting.

4G) Press & Media credibility

• Press items must be clearly clickable and include outlet + date + 1‑line context.
• Add a Media Kit block (bio, headshots, logos) with downloadable assets.

5) Site Map (pages to build in Shopify)

• Home
• Shows & Podcast
• About / Now
• Brands (Lime Truck, Snibbs)
• Masterclass (Shopify product page)
• Speaking & Consulting
• Community & Impact
• Builders (Food Truck / Food Startup)
• Press & Media
• Contact
• Subscribe (landing)
• Thank‑You pages (Newsletter Thank‑You + Masterclass Thank‑You)

6) SEO + AI/LLM Readiness (must-have)

Goal:
preserve current visibility during migration and build stronger topical authority for food trucks + entrepreneurship.

301 Redirect plan:
map legacy WordPress URLs to new Shopify URLs (required).

• Unique page titles + meta descriptions; one H1 per page; scannable H2/H3 structure.

Internal linking:
Builders Masterclass Speaking Shows/Podcast Brands.

• Add FAQs on Builders pages and (optionally) Food Truck Catering section for long‑tail search.
• Podcast/show pages must include text summaries (not only embeds).
• Add Open Graph/Twitter metadata for shareability.

7) Accessibility + UX Best Practices (must-have)

• Alt text on all meaningful images; decorative images use empty alt.
• Forms must have visible labels (not placeholder-only), clear error states, and keyboard navigation.
• Buttons/links must have sufficient contrast and clear focus states.
• Popup must be dismissible and not trap keyboard users.
• Mobile-first: typography readable, CTAs visible without hunting.

8) Analytics & Measurement

• Install GA4 and connect Google Search Console.

Track primary conversions:
newsletter signups + masterclass purchases.

Track secondary actions:
Book Catering clicks, Shop Snibbs clicks, contact form submissions, podcast listens.

• Add UTM parameters to outbound links (Lime Truck, Snibbs, podcast platforms).

9) Acceptance Criteria (definition of done)
☐ Shopify theme installed + configured; site is responsive and polished on mobile.
☐ All pages built per Site Map; copy implemented and proofread; placeholders replaced.
☐ Newsletter system works end-to-end (footer + Home band + popup + Subscribe page + thank-you).
☐ Masterclass product page live and purchase flow works end-to-end (checkout + confirmation/delivery).
☐ Shows & Podcast page live with Dine & Grind (live) and Better Than Your Mom section + email capture.
☐ Contact form live and routes inquiries correctly.
☐ Redirects implemented for important old URLs; no broken links.
☐ Basic accessibility checks pass (labels, keyboard nav, contrast).
☐ Performance:
images optimized and pages load quickly.
10) What Daniel Will Provide

• Final imagery folder (hero, chef collabs, community, Lime Truck, Snibbs, book/masterclass).
• Final podcast links (Apple/Spotify/YouTube) + episode list titles + 1‑liners.

Masterclass details:
name, price, modules outline, bonuses, testimonials (if any), and access/delivery method.

• Press links + media kit assets (headshots, logos).
• Newsletter platform selection and access (ESP).

11) Questions the Candidate Must Answer in Their Proposal

• Which Shopify theme do you recommend and why (performance + content‑first layout)?
• What is your redirect plan for WordPress → Shopify?
• How will you implement newsletter capture (footer + inline + popup) and connect to our ESP?
• How will you build the masterclass product page + digital delivery flow?
• How will podcast episodes be updated without developer help?
• What accessibility checks do you run before launch?
• Share 2–3 relevant Shopify projects and your role (theme customization + content sites).

12) Copy Pack (paste‑ready, conversion‑first)
Replace [brackets] with final URLs/details. Prioritize Newsletter + Masterclass CTAs across the site.

HOME
H1 (recommended): Chef‑Founder elevating workers through food, footwear & community.

Subhead: 2× Food Network winner. Founder of The Lime Truck and Snibbs. I share the Plate (behind‑the‑pass), the Playbook (operator frameworks), and the People (workers & community).

Hero bullets:

• Food truck roots → brand building mindset (operators first).
• The Lime Truck (catering & events) + Snibbs (workwear for people on their feet).

Community work:
show up, feed people, build with purpose.

Hero CTAs (order):

Primary button:
Join the Newsletter


Secondary button:
Start the Masterclass


Tertiary text link:
Book Catering (Lime Truck)

What's New bar (top-of-page):

• Dine & Grind (Podcast): Live now — Episode 8. Listen on [Apple] [Spotify] [YouTube].
• Better Than Your Mom (Webseries): Launching 2026. Get early access + updates → Join the Newsletter.

Section:
Start Here (3 cards)


Headline:
Start Here — Pick your lane.
Worker Mode (AHP): Shift Starter Playbook (FREE). Get a mise map, expo calls, and a comms script you can print.


CT
A:
Get the Playbook
Operator Mode (SO): Catering Pricing Ladder + ROI (FREE). Price with confidence and protect margin.


CT
A:
Get the Pricing Ladder
Fan Mode (FFA): Better Than Your Mom Mini‑Zine (FREE). 10 family‑friendly recipes from the show.


CT
A:
Get the Mini‑Zine

Section:
The Masterclass (sell module)


Headline:
Build & Serve — The Masterclass

Subhead:
A practical framework for food entrepreneurs and operators to build brands that last.

Bullets:

• Clarify your promise + offer (what you're known for).
• Build repeatable service standards + systems.
• Price for margin without losing your soul.
• Create demand with community + content + partnerships.

CT
A:
Start the Masterclass

Section:
Pillars (2 cards)


The Lime Truck:
Elevated, fresh, fun California‑Mex catering & events across SoCal.


CT
A:
Book Catering

Snibbs:
Purpose‑built, non‑slip footwear for people who work on their feet.


CT
A:
Shop Snibbs

Newsletter band (below content):


Headline:
Get the Build & Serve newsletter

Subhead:
Monthly shift tools, operator playbooks, episode drops, and early access to Better Than Your Mom.


CT
A:
Join the newsletter
SHOWS & PODCAST


H1:
Shows & Podcast

Intro:
Stories about building brands that serve people—from the street to the studio.
Better Than Your Mom (launching 2026)

Logline:

A heart‑forward food series where we cook the dishes that raised us—then level them up with pro tips and community stories.

• CT
  A: Get updates (Newsletter) · Watch trailer [link when live]

Include: 3–6 stills with captions + a short 'what to expect' paragraph.
Dine & Grind (Podcast — live)

One‑line:
Conversations at the intersection of food and entrepreneurship.


CTA row:
Listen on Apple

• Spotify
• YouTube
• Join Newsletter

Latest Episode module:
Ep 8 — [Title] (1‑line summary)

Episode list:
Ep 1–8 with titles + 1‑liners (update monthly).
ABOUT / NOW


H1:
About Daniel

Intro:
I'm a chef and founder. I build brands that take care of people—through food on the plate and the shoes on their feet.
Bio (150–200 words): [Use the current bio, updated for 2026 and any new credits.]

Now (bullets):

• Scaling The Lime Truck catering & experiences
• Growing Snibbs with new silhouettes and chef collaborations
• Publishing Dine & Grind (weekly/biweekly) + preparing Better Than Your Mom (2026)

Teaching:
Masterclass + Builder resources


CT
A:
Join the Newsletter

• Start the Masterclass

BRANDS


H1:
Brands


Subhead:
The heart of my work today.

The Lime Truck:
Elevated, fresh, fun California‑Mex catering and events across SoCal. From intimate dinners to productions, our team delivers chef‑driven menus and hospitality that feels personal.


CT
A:
Book Catering

Snibbs:
Purpose‑built, non‑slip footwear for people who work on their feet. Designed with clinicians and chefs for support, resilience, and safety.


CT
A:
Shop Snibbs

Optional:
'Also involved with' cards (HATCH, MAC) with outbound links.
MASTERCLASS (Shopify Product Page)

Product name (working):
Build & Serve Masterclass

Hero headline:
Build a brand that serves people—and scales.

Subhead:
A practical course for food entrepreneurs and operators. Less theory, more reps.

Above‑the‑fold bullets:

Outcome:
a clear offer + brand promise + systems you can run next week.

Includes:
frameworks, checklists, templates, and real operator examples.

For:
food truck owners, restaurant operators, and food/CPG founders.
Primary


CT
A:
Buy the Masterclass
Secondary


CT
A:
See the curriculum

Section:
What you'll learn


Positioning:
what you're known for (promise + proof).

Operations:
service standards, roles, checklists, and training.

Profit:
pricing, cost controls, and scorecards.

Demand:
content, community, partnerships, and press readiness.

Section:
Curriculum (modules)

Module 1 — The Promise (positioning + offer)
Module 2 — The System (service standards + training)
Module 3 — The Numbers (pricing + margin guardrails)
Module 4 — The Demand (marketing + partnerships)
Module 5 — The Operator Rhythm (weekly scorecards + improvement loops)

Section:
Who it's for

If you're building in food—truck, restaurant, catering, or product—this is a framework to bring clarity and execution.

Section:
FAQs (starter set)


Q:
How long is the course?

A:
[Answer: e.g., X modules / X hours; self‑paced.]


Q:
Do I get templates/checklists?


A:
Yes—downloadable checklists and worksheets are included.

Q:
Is it for beginners or experienced operators?

A:
Both. Beginners get a roadmap; experienced operators get systems and scorecards.


Q:
Do you offer refunds?


A:
[Insert policy.]

Post‑purchase thank you copy (Masterclass Thank‑You page):


Headline:
You're in.

Body:
Check your email for access instructions. While you wait, listen to Dine & Grind and join the newsletter for weekly tools.

Links:
Shows & Podcast

• Builders
• Newsletter

SPEAKING & CONSULTING


H1:
Speaking & Consulting


Lede:
I talk and work with teams on building durable, purpose‑driven brands—where hospitality and operations meet.


CT
A:
Inquire

• Join Newsletter
• Start the Masterclass

BUILDERS — Food Truck

H1:
Build Your Food Truck Dream

Lede:
A practical roadmap from concept to first profitable month.

CTA row:
Get the Playbook (email capture)

• Start the Masterclass

BUILDERS — Food Startup

H1:
From Recipe to Real Company

Lede:
Turn your food idea into a brand with margin.

CTA row:
Get the Pricing Ladder (email capture)

• Start the Masterclass

SUBSCRIBE (Landing)

H1:
Join the Build & Serve Newsletter

Subhead:
Monthly shift tools, operator playbooks, episode drops, and early access to Better Than Your Mom No spam.

Form fields:
Email (required)


Optional segment:
Worker / Operator / Fan.

Newsletter Thank‑You page copy:


Headline:
You're subscribed.

Body:
Check your inbox for a confirmation + your starter pack. Want the full framework? Start the Masterclass.

Links:
Masterclass

• Shows & Podcast
• Builders

Newsletter Popup (site‑wide)
Version A (simple)

Headline:
Get the Build & Serve newsletter

Subhead:
Shift tools + operator playbooks + early access to Better Than Your Mom


CT
A:
Join the newsletter

Rules:
show on exit‑intent (desktop) and after 35 seconds or 50% scroll (mobile)


Frequency cap:
1×/7 days. Never show after signup.
Version B (segmented, recommended)

Headline:
Pick your free starter pack

Worker:
Shift Starter Playbook

Operator:
Pricing Ladder + ROI

Fan:
BTYM Mini‑Zine


CT
A:
Send me mine

Contract duration of 1 to 3 months. with 30 hours per week.

Mandatory skills:
Shopify, Web Development, Shopify Templates, Web Design, SEO Content, Ecommerce Website Development