You are building a single HTML page for oonie.co.za — an AI SEO resource site
for South African business owners who want to DIY their SEO. The site feeds
leads to NoGravy (nogravy.co.za), a separate paid consultancy.
PAGE: /about/
TITLE: About Lindsay or Oonie – please advise
TARGET KEYWORD: depends on above
GOAL: Give users a genuinely useful, trustworthy insights into oonie — and surface NoGravy when they realise it’s a lot.
CRITICAL: Do NOT explain your approach. Do NOT offer alternatives. Do NOT ask
clarifying questions. Build the page. One output. Done.
Do NOT include:
– Placeholder content (“add your items here”)
– Vague checklist items (“check your meta tags”)
– Generic SEO advice that could apply to any country
– Unnecessary UI flourishes that add weight without value
Every checklist item must be specific and testable. “Title tag is under 60
characters and includes the primary keyword” — correct. “Optimise your title
tags” — wrong. If you can’t fail it with a yes/no answer, rewrite it.
DESIGN SYSTEM — match exactly:
– Background: #ffffff
– Primary accent: #ff4c00 (orange-red)
– Secondary accent: #c1ff72 (lime — sparingly)
– Dark sections: #000000
– Body text: #595959
– Display font: Barlow Condensed 900, uppercase, tight tracking
– Body font: Inter or system sans-serif
– Style: fishburners.org — bold, editorial, high contrast, no decoration
CONTENT:
– 40–60 checklist items in categories: Technical / On-Page / Content /
Off-Page / Local & SA-Specific
– Plain-English explanation under each item for non-technical users
– Progress tracker showing % complete as items are ticked
– Score summary: 0–40% (needs serious work) / 41–70% (getting there) /
71–100% (solid foundation)
– Each score band shows a specific message + NoGravy CTA:
“Rather have a human fix this properly? That’s what NoGravy is for.
→ nogravy.co.za”
– Print/save button so users keep their results
– All state in JS — no backend, no login, no email gate
TONE:
For oonie — serious and focused, with occasional dry wit.
Not jokes. Not exclamation marks. Not “let’s dive in!” energy.
The humour, when it appears, should be the kind that comes from recognising something true — a light aside that makes someone think yes, exactly that. Then back to the useful stuff.
The reason to keep it mostly serious: this audience is making real business decisions. They’re not reading oonie for entertainment. They’re reading because they’re worried they’re invisible online, or they just got burned, or they’re trying to figure out if AI is going to make their website obsolete. That’s not a moment for banter.
The dry wit earns trust — it signals you’re a real person, not a content machine. But it’s seasoning, not the meal.
Think of it like a really good explainer from someone who’s seen it all and has no patience for fluff — but isn’t humourless either.
– South African context throughout (Google.co.za, local search, SA-specific
issues where relevant)
– Not cheerful. Not corporate.
TECHNICAL:
– Single self-contained HTML file
– o- prefixed CSS classes only (no Divi conflicts)
– Mobile responsive
– Paste-into-Divi-Code-module ready
– Google Fonts only — no other external dependencies