Specific copy elements already on the live deal page that are worth preserving when applying the Section 2 recommendations. Page content only, with no metric callouts (those live in the KPI row at the top, for the analyst's orientation).
Copy work the writer can ship now. Items already covered by the HBW General Template (e.g. About the Practitioner, How It Works) are listed in Section 3 below as compliance gaps, not duplicated here.
| # | Action | Impact | Effort |
|---|---|---|---|
| 1 |
Rewrite the deal title to match the HBW Editorial Guidelines (April 2026): benefit lead, name the service, optional discount tail.
Per the guidelines: gallery title forbids prices and percentages; deal-page title may include the discount only when it is at least 20%, and only as a tail, never as the lead. Current title is 111 characters of feature dump. Three options that follow the guidelines pattern (Benefit, Service, Merchant, Discount tail):
Stress-relief benefit lead
"Melt Away Stress: 60-Minute Swedish Massage at a Top-Rated Spa — Up to 40% Off"
Restore-calm benefit lead
"Restore Calm: 60-Minute Swedish Massage (Up to 40% Off)"
Couples reconnect lead
"Reconnect & Unwind: 60-Minute Couples Swedish Massage (Up to 40% Off)"
Heads-up: the HBW guidelines move discount from the lead to the tail. If older guidance said discount must lead, that's been superseded. The new pattern: benefit first, service second, discount last (and only when 20% or more). Flag any conflict with the AM before publishing. |
High | Low |
Compared against the HBW Editorial Guidelines (Content Strategy, April 2026). Only the gaps are listed; passing items are omitted. Status: ⚠ partial / off-format · ✗ missing.
| Guideline area | Status | Gap |
|---|---|---|
| Deal Page Title (Benefit + Service + optional discount tail) | ✗ | No clear benefit lead, 111 chars. See Recommendation 1. |
| Hook (question-led: problem → solution → merchant) | ⚠ | Opens with a statement ("Looking for a way to unwind with your loved one..."). Pattern wants a question lead, then solution. |
| Why You'll Love It (4–6 ✓ bullets with bold lead-ins) | ✗ | No bullet structure detected. Reformat any prose paragraphs into 4–6 bullets. |
| Plan Your Treatment (2-card accordion: Modality & Duration / Booking & Add-Ons) | ✗ | Not present. Mandatory accordion structure for Massage single deals. |
| How It Works (5 numbered steps) | ✗ | Not present. Universal HBW template: Grab / Book / Prep / Show Up / Enjoy & Rebook. |
| About the Practitioner (credibility paragraph) | ✗ | No licensed-therapist credential detected. Add one if available; otherwise note the practitioner's experience. |
| Image strip in body (two side-by-side treatment images) | ✗ | Not present. See Image Audit below (Section 4). |
| Massage: Hands-on time clarification | ✗ | Not stated. Add: "60-min session includes intake + dressing; hands-on time ~50 min." |
| Massage: Add-ons disclosed as optional | ⚠ | No explicit optional/add-on disclosure detected in fine print. |
| Massage: Couples advance-booking note | ⚠ | Couples option present; advance-booking note (couples room, 2 therapists) missing. |
| Massage: "Gratuity not included" disclosure | ✗ | Not stated. Add to Need to Know. |
Passing: Need to Know · Modality named
Per guidelines: "Real merchant photography always wins; stock as hero is a HARD STOP." Mobile API exposes only the hero asset, so the bullets below are what the writer should verify on the live page.
Image asks often need the merchant to share photos from their own collection or an AI-generated supplement. Quick fixes are rare here; expect this to take longer than copy edits.
Hard-stop reminders: no before/after, no mid-procedure shots, no AI mockups, no minors, no suggestive imagery.