---
title: Essentials — Website Copy v1 (LOCKED for build)
status: LOCKED for design + build. Voice-shaping pass on every line still happens after Alan's §5 conversational session — but the message and structural direction below is frozen for Phase 4.
date: 2026-04-27
---

# Locked copy — Essentials website v1

This file is the source-of-truth for placeholder text in the build. The design brief references it. Anything Alan flags after his read becomes a v2 with a new lock date.

---

## Section 01 — Hero

**Brand line.**
> Sharp cuts. House calls. Brisbane.

**Sub-line.**
> For your office, your wedding, or a chair at home.

**CTAs.**
- Primary: `Book for your office`
- Secondary: `Book a single cut`

---

## Section 02 — The corporate proposition

**Section headline.**
> We come to your team.

**Lede.**
> A barber on site, in your office, for the afternoon. Cuts for the people who keep your business moving — between meetings, before the flight, on a Friday before the long weekend.

**Three offers.**

| Offer | Title | Body |
|---|---|---|
| Half-day | An afternoon | Around eight cuts. Set up in a meeting room. Packed up before five. |
| Recurring | Quarterly programme | Same room. Same chair. Same barber. Once a quarter, your team gets looked after. |
| Event | Wedding or launch | Groom and groomsmen, the morning of. Or a cut bar at your event. |

**CTA.**
- `Enquire for your office`

---

## Section 03 — The five essentials

**Headline.**
> Five Essentials.

**Sub.**
> What we believe a good cut, and a good week, are built on.

**Pillars.**
1. **Craft.** *The cut is the work. Everything else supports it.*
2. **Accountability.** *Better than yesterday. Every chair, every day.*
3. **Recovery.** *You sleep, you eat, you sit down. Then you go again.*
4. **Movement.** *The body wants to move. We honour that.*
5. **Welcome.** *Every demographic. Every chair. No exceptions.*

---

## Section 04 — Alan, in his own words

**Headline.**
> Built quietly, over time.

**Body.**
> I came to barbering because of the craft. The way a tool becomes an extension of a hand. The way a cut becomes a story you tell about yourself.
>
> I learned it the long way. Watching, asking, sitting in chairs all over the city. I bring all of that to every cut — whether you're sat in a boardroom, a hotel suite, or your own kitchen. The cut is the same. So is the conversation.

---

## Section 05 — Single cuts, by appointment

**Headline.**
> By appointment.

**Body.**
> If you're in the city, a hotel, or one of the quiet pockets of Brisbane that don't make it onto most maps — get in touch. House calls for individuals are limited. They go to people who value their time as much as their cut.

**CTA.**
- `Book a single cut`

---

## Section 06 — The work, on the road

**Caption (one line).**
> The chair. The tools. The vehicle. Built so the cut you'd get in a chair on Brunswick Street is the cut you get anywhere.

---

## Section 07 — Contact

**Headline.**
> Get in touch.

**Body.**
> For corporate bookings, weddings, or single cuts. We respond inside one working day.

**Form fields.**
- Name
- Email
- What you're enquiring about (Corporate · Wedding or event · Single cut)
- Tell us briefly

**CTAs.**
- Primary: `Send enquiry`
- Secondary: `DM @essentials on Instagram`

---

## Hard rules carried into the build

- **No emojis. No exclamation marks. No em-dash laundry lists** (per CLAUDE.md general output hygiene).
- **No "premium," "bespoke," "world-class," "curated," "luxury"** — banned vocabulary until Alan re-issues.
- **No story-arc references to §5 past** — drafts above lead on craft, sport, accountability only.
- **No price anywhere on the public site.** Pricing happens in the post-enquiry conversation.
- **No phone number** until Alan opts in.
- **"Brisbane mobile barber. Bookings via DM."** — Alan's greenlit phrasing from §8, available as a fallback brand line.

---

*Locked 2026-04-27. Voice-shaping pass on individual lines still pending. Anything Alan flags moves this to v2.*