NewLeaf Recovery — Track B · Content Writing & Brand Voice

This is NOT a 14,800-monthly-visitor site. Hyperlocal Suboxone-Lansing search volume is genuinely small (~30/mo Tier A combined). The site competes for INTENT, not VOLUME. Every word counts. Every page is a conversion asset, not a volume play.

LOCKED — Don't quote differently

• Word counts per page — locked per addendum A2 (2026-05-21). Not TBD. Not national-volume-inflated.
• Total content hours: 49–72 (was 50–75 originally; small refinement within original budget).
• Voice & tone — compassionate but professional, "we" voice, plain language, mission-forward.
• Compliance posture — 42 CFR Part 2 prohibits patient testimonials w/ identifying details.
• Keyword targets — Track C has assigned primary keyword per page. We deliver those to you with each page brief.
• Per-CMS-item uniqueness — Each of 12 city items must be ≥60% unique vs. every other city.

FLEXIBLE — Your professional judgment

• Headlines, subheads, internal linking suggestions, CTA copy.
• FAQ question selection — we give you the topic pool; you select the 12–18 best (MAT) or 15–25 best (Insurance/FAQ).
• Photo alt-text recommendations (you propose; we approve).
• Title tag + meta description writing (60 / 155 char ceiling — you optimize).
• Family-member-quote framing (no quotes yet; you propose direction).
• "Why this work matters to me" staff statement framing.

Voice & Tone (locked)

• Compassionate but professional — not corporate, not over-clinical.
• First-person plural ("we") for the practice voice.
• Plain language — Suboxone, MAT, recovery terminology explained without jargon.
• Mission-forward — Tamesha's personal "why" shapes the About page.
• No false promises — recovery is hard, this isn't a magic bullet, NewLeaf offers a dignified path.
• Direct service-area language — Lansing, the suburbs, bus station proximity, named explicitly for local SEO.

Aesthetic alignment

NewLeaf positions as UPSCALE WELLNESS — sage green / cream / soft neutrals. Editorial wellness brand vibe (Goop, Parsley Health) NOT clinical. Copy should match that brand: refined, deliberate word choice; varied sentence rhythm with whitespace; NO clinical jargon, NO institutional language, NO "addiction services" anywhere on the marketing site. The phrase "Medication-Assisted Treatment" is the preferred long-form; "MAT" is the acronym after first use; "Suboxone" is used directly when discussing the specific medication.

Phase 1 — Core Launch (5 pages, ~2,700–3,800 words, 9–13 hrs)

Phase 2 — Service Pages (5 pages, ~5,500–7,500 words, 19–25 hrs)

Phase 2 — Location Pages (2 pages, ~1,800–2,700 words, 6–9 hrs)

Phase 2 — Service Area CMS Architecture (1 static + 12 CMS items, ~4,000–6,600 words, 13–22 hrs)

Each CMS item: 300–500 words. Hours: ~1–2 per city × 12 = 12–24 hours total. Plus 13 (Service Area Overview static, 400–600 words, 1–2 hrs) and 14 (CMS template, written-once shared chrome, 200–300 words, 1 hr).

Per-CMS-item unique content fields

Don't paraphrase. Each of these cities is a real place with specific neighborhoods, landmarks, distance from downtown Lansing clinic, local school districts, hospital systems, employers, and specific patient flow patterns Tamesha mentioned. Per-CMS-item unique fields:

• Intro paragraph (city-specific, references local landmarks).
• Local context paragraph (why this community needs MAT services).
• Distance/directions paragraph (mileage from city to NewLeaf clinic, recommended route).
• Why-NewLeaf paragraph (specific to that city's patient population — affluent suburb vs. outer-ring rural vs. direct adjacency).
• FAQ (3–5 questions specific to that city — different per city).

Compliance Footer Pages (7 pages, ~700–1,000 placeholder words, 2–3 hrs)

These launch with PLACEHOLDER structure. Final legal language drops in from Tamesha's compliance attorney. Track B writes the placeholder structure (intro paragraph + section headers + placeholder text indicating attorney content).

Compliance Content Considerations (NON-NEGOTIABLE)

• NO "cure" language — recovery is ongoing.
• NO specific outcomes claims without substantiation (e.g., NOT "92% of our patients maintain recovery" — not a defensible number).
• Medical accuracy review required — Tamesha will have clinical staff review MAT + Counseling pages before publish.
• NO paid-referral helpline language — competitive teardown showed Lansing Recovery Specialists is a helpline (not a clinic). NewLeaf is differentiated as a REAL clinic with a real building and real local clinicians. Subtle anti-helpline positioning is welcome (one homepage line + one FAQ entry — per A7 decision Tamesha will make).

Positioning Updates (per A5 addendum — apply across launch copy)

Hero (recommended)

"Same-week Suboxone appointments in Lansing. Private. Judgment-free."

Subhead: "Talk to an actual Lansing clinician — not a national call center. Medicaid and commercial insurance accepted."

NOT "Lansing's Medicaid Suboxone Clinic" — that's the methadone-clinic framing patients are running from.

Insurance section

• Logo row with Medicaid alphabetized between Humana and Medicare.
• Headline: "Insurance Accepted" (NOT "Medicaid Coverage").
• Body: "We accept most Medicaid managed care plans, Medicare, and commercial insurance. Self-pay options available."

Waiting-room framing (About or MAT page block)

"What our waiting room actually feels like: No glass window at the front desk. No line. No clipboard. A real couch. Private check-in. The same waiting room as everyone else at the clinic. Coffee if you want it."

Counter-programs the methadone-clinic mental image directly.

Per-Page Deliverables

Each page gets:

• Final body copy (locked word count).
• H1 (one per page).
• H2/H3 structure aligned with topic hierarchy.
• Title tag (60 char max).
• Meta description (155 char max).
• Internal linking suggestions (which pages to link to from this page).
• Image alt text recommendations (for every image slot).
• Per high-conversion page (MAT, Insurance/FAQ, Home): FAQ section selection — 12–18 questions (MAT) or 15–25 (Insurance/FAQ) from a topic pool we provide.
• Per high-conversion page: schema-bearing block identification — flag content blocks for MedicalProcedure / Drug / FAQPage schema (Track C wires the JSON-LD).

SEO Content Integration — Locked Keywords (per A1 addendum)

Each page is written to a primary keyword target with secondary terms naturally woven in. Track C delivers the keyword assignments to you. ⚠️ Don't keyword-stuff. Write for the patient. Keywords inform topic and headers; they don't dictate sentence structure. If a keyword feels forced, omit it.

You coordinate with Chad. Other tracks supply per-page brief inputs; you deliver final copy + meta tags + alt-text recommendations back to Chad, who forwards to the web team (Track A) for build.

You deliver to Chad, who forwards to web team (Track A) for build. Tamesha is the final approver on language; clinical staff review MAT + Counseling before publish.

1. Scope Summary

Briefly restate the scope as you understand it. If you understand it differently than the scope file, flag it here. (Your 3–5 sentence restatement.)

2. Hours Quote by Block

3. Add-On / Optional Services

4. Timeline

If Phase 1 by June 17 is not deliverable, say so — we will sequence with another writer and route Phase 2 to you.

5. Dependencies — What You Need From Us

6. Risk Flags — What YOU See That We Haven't

Be honest. Examples: "FAQ pool depth for MAT page — 12–18 questions is aggressive without a domain-expert review; quote ±25%". "Per-CMS uniqueness ≥60% may require Tamesha-sourced city specifics for outer-ring cities (Charlotte, Hastings) that aren't in any reference file". "Voice cohesion across 21 pages from a single writer is non-trivial — recommend a brand voice guide deliverable as an add-on". Be bulleted, specific, actionable.

7. Conversion-Hub Recommendations

Beyond what we've flagged: your professional opinion on MAT + Insurance/FAQ. What FAQ questions would you add? What positioning moves do you see we've missed? What CTAs would you propose?

8. Anything Else

Open field. Tell us what we missed.

Return to chad@creativepartnersolutions.com. Subject: "NewLeaf Track B Quote — [Firm name]". By submitting this quote, [Firm name] confirms: we have read the scope + 21-page list + README in full; the scope as quoted matches our understanding; we can meet ~June 17 Phase 1 deadline (or we have flagged in §4 that we cannot); we understand the 42 CFR Part 2 + HIPAA compliance posture; we will sign a white-label agreement (NewLeaf does not know we exist).