--- name: naming-conflicts description: Every naming inconsistency that must be resolved to one string — the firm's two names in schema and on-page, the assessment's three names, Alicia's bio slug vs author slug, and the WA/ID/OR vs WA/OR/CO licensing wording. metadata: type: project --- # Naming conflicts to resolve, not propagate Source: live-site inspection 2026-09-02 (JSON-LD, footer, form consent text, sitemap, Legal Health Check disclaimer), the AISV deck and brand story, and the client's 2026-08-27 email. Each conflict has one owner who confirms. Until confirmed, use the "working default" and do not invent a fourth variant. ## 1. The firm's name — two names in schema, two more on the page | Where | String | |---|---| | Live JSON-LD `WebSite.name` (Yoast default graph) | "Equinox Law Group" | | Live JSON-LD `Organization.name` | "Equinox Business Law Group" | | Home title tag | "Home - Equinox Law Group" | | Footer copyright | "Equinox Law Group PLLC" | | Gravity Forms consent text | "Equinox Business Law Group PLLC" | | Email signature block | "Equinox Business Law Group" | Two entity names for one firm splits the entity AI search is trying to recognise — this is the core of the Advanced AI Schema deliverable. **Working default: "Equinox Business Law Group PLLC"** as the canonical legal entity. Confirms: the client via Alicia Wimmer (ask together with the billing name/address question). Apply the one string to: site title, Yoast organisation name, footer copyright, form consent text, and the `bw-ai-schema-pro` entity; disable Yoast's competing `Organization`/`WebSite` output; validate before launch. ## 2. The assessment — three names | Where | Name | |---|---| | Live site nav, page, URL (`/our-approach/legal-health-check/`) | "Legal Health Check" | | AISV strategy deck; the live Typeform iframe title "BHA Survey" | "Business Health Assessment" / "BHA" | | AISV brand story (all CTA text; the brand story and the deck are both undated) | "Business Legal Health Assessment" | | **The client's own Brand Guide (2022, filed 2026-09-03)** | **"Business Health Assessment"** — named as a product, with a full description, a FAQ, and two sibling products: "Business Health Consult (Meeting)" and "Business Health Workshop (Class)" | It is the transitional CTA on every page, so it needs one name in navigation, CTAs, page title, URL, and structured data ("Consistent naming for the assessment" is a sold deliverable). **The Brand Kit changes the weight of the evidence (2026-09-03).** Three of the four sources now say *Business Health Assessment* — the client's own brand guide, the live Typeform's iframe title, and AISV's deck. Only AISV's brand story inserts "Legal", and only the live site says "Legal Health Check". The brand guide is the client's own authority and it defines the assessment as one of three named "Business Health" products, which is a product family, not a loose label. **The recommendation to put to AISV and the client is therefore "Business Health Assessment"** — but the decision is still theirs, and it stays unconfirmed until they make it. Source extraction: `notes/source/brand-kit/brand-guide-messaging.md`. Confirms: AISV with the client. **Working default in every project doc: "the Business Legal Health Assessment (name to be confirmed)"** on first mention, "the assessment" after. Related: the live page frames it as three pillars, Spirit / Mind / Body — whether that framing survives is a design/AISV call. ## 3. Alicia Wimmer — bio slug vs author slug - Live bio URL: `/about-us/legal-team/alicia-megrath/` (also `/about-us/legal-team/alicia-wimmer/` appears in the Yoast page sitemap). - Author slug: `aliciam`. - Cause: a name change. Author-to-bio binding needs one identity. **Working default: canonical slug `alicia-wimmer`** for the bio, with a redirect from `alicia-megrath`, and the author archive bound to the same person. Confirms: Alicia Wimmer (preference); Rian (redirect map entry). **Resolved 2026-09-03** (was "whether both live URLs resolve is checked from the exported site"): both work on the live site, and `/about-us/legal-team/alicia-megrath/` already **301s to `/about-us/legal-team/alicia-wimmer/`**. So the live site has already chosen `alicia-wimmer` as canonical, which makes the working default the confirmed one for the bio slug. Two things still carry the old name: the team index `/about-us/legal-team/` still links the `alicia-megrath` URL, and the author slug is still `aliciam`. The redirect map carries `alicia-megrath` → `alicia-wimmer` so the existing 301 is not lost at cutover (`notes/site-audit-2026-07.md` 2.7). ## 4. Licensed states — WA/ID/OR on the page vs WA/OR/CO in the signature - Live Legal Health Check disclaimer: the firm "is licensed to practice law in Washington, Idaho, and Oregon." - Client decision 2026-08-27: remove DC and VA; the firm's signature now reads "WA, OR and CO", so **Colorado stays** and the build is Washington first, Oregon secondary, Colorado retained. Idaho is on the page but not in the signature; Colorado is in the signature but not on the page. Licensing statements on a law-firm site are regulated content, and `areaServed` in the LegalService schema must match licence reality, not marketing preference. **Do not write any licensing sentence, and do not carry either existing sentence over, until answered.** Confirms: Michelle Bomberger (CEO & Managing Attorney), via Alicia. Not yet raised with the client as of 2026-09-02. ## 5. The founding year — three answers on the client's own site Discovered 2026-09-03 from the 98-page crawl (`notes/crawl/`), all quoted from live pages: | Where | What it says | Implies | |---|---|---| | `/about-us/` | "We began in **2004** as Small Business Legal Services" | 2004, under a predecessor name | | `/about-us/legal-team/michelle-bomberger/` | "In **2005**, after years in business, Michelle decided it was time to launch her firm" | 2005 | | `/blog/20-years-strong-…/` | "When the Great Recession hit in **2009** … That year, I rebranded to Equinox and launched our subscription-based, fractional General Counsel Services (GCS) model" | The **Equinox brand** dates from 2009 | The client's own anniversary campaign counts from **2005**: "20 Years, 20 Lessons" published 2025-04-14 and "Closing Out Twenty Years with Purpose" published 2026-04-13, closing a twentieth year that ran April 2025 to April 2026. Consistent with the bio, not with the About page. **Working default: state no founding year anywhere until Michelle Bomberger confirms one.** `foundingDate` stays empty in `bw-ai-schema-pro` (`.logs/planning/schema-entity-plan.md`, Firm entity). Confirms: Michelle Bomberger. The question to ask is which entity the date describes — the predecessor practice (2004/2005) or Equinox Business Law Group PLLC (rebrand 2009) — because the schema node names the PLLC and a PLLC's formation date is public record. **Never hard-code a year count** ("21 years of experience", "two decades"). The client has just lived the failure: they retired the 20th-anniversary logo because the number expired, in the same email that gave us the design brief ("Replace Equinox logo, it is no longer our 20th anniversary", 2026-08-27), and they are deliberately moving away from anniversary framing. A founding year is evergreen; a count needs editing every April. If a longevity signal is wanted, it is "since <confirmed year>", and the wording is AISV's to write. ## How to apply Before touching the header location line, the contact page service-area copy, the schema entity, the CTA labels, or the team/author slugs, check the row above. If the confirming person has not answered, use the working default and record the assumption in `.logs/handoff.md`.