# Shared copy deck — home page, Step 1

**Both directions render from this file and only this file.** The client compares design, not
content (`.logs/planning/homepage-mockup-brief.md` §2), so A and B carry identical words. Do not
rewrite, trim, reorder or add. No eyebrows, kickers, captions or pull-quotes — the landing-page
copy is complete and anything added is a content decision that belongs to AISV.

**Generated mechanically** from `notes/source/aisv-brand-story.md` ("Entire Landing Page Copy")
on 2026-09-03, so the wording is verbatim by construction rather than by transcription. Smart
quotes and apostrophes are the source's own characters and are preserved — the four objection
questions keep their quotation marks.

**Exactly two sanctioned substitutions** (§6 of the brief), both visible in the mockup as labelled
placeholders:

1. Row 9, first criterion → `Your company generates more than approximately [revenue threshold: AISV to confirm] in annual revenue` (the source's figure is never reproduced).
2. Row 10 has no section heading in the source → `[Section heading: AISV to confirm]`.

**Source annotations removed, not copy changed.** The DOCX extraction carried the brand story's
own editorial labels into the text ("Primary CTA: ...Secondary CTA: ...", "CTA: ...",
"Supporting line:..."). Those are the source *marking up* its own copy, not words for the page.
The `CTA:` lines are dropped (the CTA row above each section already carries them) and the
`Supporting line:` prefix is stripped from the sentence that follows it. Every removal is listed
under its section. No other character is altered.

**Shown once per export, not per section:** `DRAFT copy: to be finalized by Equinox with AISV`
and the `(name to be confirmed)` note on the assessment name.

**CTA labels.** Full form `Take the Business Legal Health Assessment` on the hero, the plan, the
assessment section and the final band. Short form `Take the Assessment` in the header and mobile
drawer only — a length variant of the one name, never a second name. `Book a Consultation` always
precedes the assessment.


---

## 1. Hero

- **Heading role:** H1 — the page's ONLY h1
- **CTA:** Book a Consultation (primary) · Take the Business Legal Health Assessment (secondary)

**Heading (verbatim):** Grow Your Business Without Growing Your Legal Anxiety

**Body (verbatim, in order):**

- Experienced, proactive legal counsel for growing companies, without the cost of a full-time legal department or the surprise bills of a traditional law firm.
- Get the legal guidance, contracts, policies, and protection your business needs to grow with confidence.

## 2. The Problem

- **Heading role:** H2
- **CTA:** Find Out Where Your Business Is Exposed (one button, transitional)

**Heading (verbatim):** Your Business Has Grown. Has Your Legal Protection Grown With It?

**Body (verbatim, in order):**

- When your business was smaller, handling legal needs one project at a time may have worked.
- Now, you have employees, larger clients, more valuable contracts, new partnerships, and greater responsibility. The decisions you make carry more risk, and the legal questions keep getting more complicated.
- You may be wondering:
- Are our employment documents current and complete?
- Are our client contracts protecting us?
- What happens if a client does not pay?
- Are our terms and conditions strong enough?
- Are we prepared for AI, privacy, or cybersecurity risks?
- Who do we call when a legal question comes up?
- How much will it cost just to get an answer?
- You should not have to wait for a lawsuit, security incident, unpaid invoice, or enormous legal bill to discover that your business was not adequately protected.

## 3. The Stakes

- **Heading role:** H2
- **CTA:** none

**Heading (verbatim):** Legal Problems Are Easier to Prevent Than Repair

**Body (verbatim, in order):**

- Too many growing businesses discover legal gaps only after something goes wrong.
- A former employee files a claim.
- A client refuses to pay.
- A contract leaves the company exposed.
- A cybersecurity incident creates unexpected liability.
- A partnership falls apart.
- A large legal bill arrives with no warning.
- By then, the issue may already be expensive, stressful, and disruptive.
- The problem is not that business owners are careless. It is that no one has been consistently watching the legal side of the business.
- You deserve a legal partner who helps you identify risks before they become emergencies.

## 4. The Guide

- **Heading role:** H2
- **CTA:** none

**Heading (verbatim):** You Do Not Need to Navigate This Alone

**Body (verbatim, in order):**

- Equinox Business Law helps entrepreneurs build stronger, safer businesses through proactive and practical legal guidance.
- We understand that growing companies need experienced counsel, but hiring a full-time in-house attorney may not make financial sense. Traditional law firms can also be expensive, reactive, and difficult to budget for.
- Equinox provides the legal experience your business needs with a more predictable, accessible approach.
- We work alongside you as part of your team, helping you make informed decisions, strengthen your legal foundation, and address risks before they become costly problems.
- With Equinox, legal support becomes a normal part of running your business, not something you seek only during a crisis.

## 5. Value Proposition

- **Heading role:** H2 (group headings H3)
- **CTA:** none

**Heading (verbatim):** Experienced Legal Counsel Without the Full-Time Legal Department

**Body (verbatim, in order):**

- Equinox helps growing businesses manage legal needs across the organization, including:
- Contracts and Commercial Agreements
- Get help reviewing, negotiating, and creating agreements that protect your business and support your goals.
- Client contracts
- Vendor agreements
- Partnership agreements
- Licensing agreements
- Service agreements
- Terms and conditions
- Payment and cancellation terms
- Employment and HR Legal Support
- Build a stronger foundation for managing employees and reducing employment-related risk.
- Employment agreements
- Contractor agreements
- Workplace policies
- Employee handbooks
- Termination guidance
- HR documentation
- Employment-related legal concerns
- Business Risk and Compliance
- Identify and address risks that may be easy to overlook while you are focused on running the company.
- Business structure and governance
- Liability concerns
- Privacy and data issues
- Cybersecurity risk
- AI-related legal concerns
- Intellectual property
- Policy and documentation reviews
- Ongoing Strategic Legal Guidance
- Have an experienced legal team available to answer questions, review decisions, and help you plan ahead.
- No more wondering whom to call.
- No more avoiding a legal question because you are worried about the bill.
- No more waiting until a small concern becomes an expensive problem.

## 6. The Plan

- **Heading role:** H2 (step names H3)
- **CTA:** Book a Consultation (primary) · Take the Business Legal Health Assessment (secondary)

**Heading (verbatim):** Protecting Your Business Starts With Three Simple Steps

**Body (verbatim, in order):**

- 1. Assess
- Take the Business Legal Health Assessment to identify potential gaps, risks, and areas that may need attention.
- 2. Prioritize
- Meet with Equinox to discuss your business, understand your most important legal needs, and create a practical plan.
- 3. Protect and Grow
- Put the right contracts, policies, documents, and ongoing legal support in place so you can lead your business with confidence.

## 7. The Transformation

- **Heading role:** H2
- **CTA:** none

**Heading (verbatim):** Imagine Feeling Confident About the Legal Side of Your Business

**Body (verbatim, in order):**

- Your employment documents are organized and current.
- Your contracts clearly define expectations and protect your interests.
- Your terms and conditions are in place.
- Your major client agreements are reviewed before you sign.
- Your AI, privacy, and cybersecurity concerns are being addressed.
- Your leadership team knows where to turn when legal questions arise.
- You understand what your legal support will cost.
- Most importantly, you no longer feel alone when a legal issue comes up.
- Equinox becomes a trusted part of your team, helping you protect what you have built and prepare for what comes next.

## 8. Before and After

- **Heading role:** H2 (column headings H3)
- **CTA:** none

**Heading (verbatim):** Move From Legal Uncertainty to Legal Confidence

**Body (verbatim, in order):**

- Without Proactive Legal Support
- Legal issues are handled only when they become urgent
- Contracts are signed without enough review
- Employment documents may be missing or outdated
- Leadership avoids calling a lawyer because of cost concerns
- Legal fees are unpredictable
- Risks go unnoticed until something happens
- The owner feels exposed and unsupported
- With Equinox Business Law
- Legal risks are identified earlier
- Contracts and policies support the business
- Important documentation is organized and current
- Leadership has a trusted legal resource
- Legal costs are easier to predict
- Decisions are made with greater confidence
- The owner feels supported and protected

## 9. Who It Is For

- **Heading role:** H2
- **CTA:** none

**Heading (verbatim):** Built for Entrepreneurs Leading Growing Companies

**Body (verbatim, in order):**

- Equinox Business Law is designed for business owners who have built a successful company and need a more strategic approach to legal support.
- You may be a strong fit if:
- Your company generates more than approximately [revenue threshold: AISV to confirm] in annual revenue
- Your business has employees, contractors, clients, and commercial agreements
- Your legal needs are becoming more frequent or complex
- You are spending heavily on traditional legal retainers
- You rely on project-based legal help but want more consistent support
- You need experienced counsel but are not ready to hire a full-time attorney
- You want predictable legal costs and fewer surprises
- You want legal guidance that supports the business, not just individual transactions

## 10. Objection Handling

- **Heading role:** [Section heading: AISV to confirm]; questions are headings below section level
- **CTA:** none

**Section heading (placeholder, both directions):** `[Section heading: AISV to confirm]`

**Q&A pairs.** The question is a heading, the answer is real text — the build maps this to
the `bw-ai-schema-pro` FAQ block, so both must be live text, never an image.

- **“We Only Call a Lawyer When Something Comes Up.”**
  - That approach may have worked when the business was smaller.
  - As your company grows, the cost of overlooking a legal issue grows too. Proactive support helps identify gaps early, strengthen documentation, and prevent avoidable problems.
- **“We Cannot Justify Hiring In-House Legal Counsel.”**
  - You may not need to.
  - Equinox gives you access to experienced legal guidance without the salary, benefits, and overhead of a full-time legal department.
- **“We Are Worried About Unpredictable Legal Bills.”**
  - You are not alone.
  - Growing businesses need to be able to budget for legal support. Equinox offers a more predictable approach, so you can ask important questions without fearing what the answer will cost.
- **“Nothing Is Wrong Right Now.”**
  - That is the ideal time to review your legal foundation.
  - It is far easier to strengthen a contract, update a policy, or address a risk before a dispute, claim, or crisis occurs.

## 11. Assessment

- **Heading role:** H2
- **CTA:** Take the Business Legal Health Assessment (one button, transitional)

**Heading (verbatim):** How Legally Healthy Is Your Business?

**Body (verbatim, in order):**

- You have worked hard to build your company. Now, find out whether your legal foundation is prepared to support its next stage of growth.
- The Business Legal Health Assessment can help you identify potential gaps involving:
- Contracts
- Employment and HR
- Corporate governance
- Intellectual property
- Privacy and cybersecurity
- AI-related liability
- Client and vendor relationships
- Business policies and documentation
- Get a clearer picture of where your business is protected and where it may need attention.

## 12. Final CTA

- **Heading role:** H2
- **CTA:** Book a Consultation (primary) · Take the Business Legal Health Assessment (secondary)

**Heading (verbatim):** Protect What You Have Built and Prepare for What Comes Next

**Body (verbatim, in order):**

- Your business should not have to experience a legal crisis before it receives proactive legal attention.
- Equinox Business Law gives you experienced legal guidance, practical protection, and a trusted team to lean on, without the cost of hiring full-time counsel or the fear of surprise legal bills.
- Take the first step toward greater legal confidence today.

## 13. Footer line

- **Heading role:** not a heading — footer brand column
- **CTA:** none

**Heading (verbatim):** Proactive Protection. Predictable Costs. Greater Peace of Mind.

**Body (verbatim, in order):**

- Experienced legal counsel for growing businesses.

---

## Source annotations removed

| Row | Section | Line as extracted | Action |
|---|---|---|---|
| 1 | Hero | `Primary CTA: Book a ConsultationSecondary CTA: Take the Business Legal Health Assessment` | dropped (CTA row carries it) |
| 1 | Hero | `Supporting line:Get the legal guidance, contracts, policies, and protection your busines` | `Supporting line:` prefix stripped |
| 2 | The Problem | `CTA: Find Out Where Your Business Is Exposed` | dropped (CTA row carries it) |
| 6 | The Plan | `Primary CTA: Book a ConsultationSecondary CTA: Take the Business Legal Health Assessment` | dropped (CTA row carries it) |
| 11 | Assessment | `CTA: Take the Business Legal Health Assessment` | dropped (CTA row carries it) |
| 11 | Assessment | `Supporting line:Get a clearer picture of where your business is protected and where it m` | `Supporting line:` prefix stripped |
| 12 | Final CTA | `Primary CTA: Book a ConsultationSecondary CTA: Take the Business Legal Health Assessment` | dropped (CTA row carries it) |