These are the detailed files the action plan refers to. You do not need to read them. Open one when the plan sends you here for exact wording.
Start here
Who the business is, what it sells, and every fact the rest of the work is built on.
Everything produced, what state it's in, and what matters most.
The adversarial review: what was wrong, what got fixed, what's still open.
Phase 1 — Foundation
What to measure, how to set it up, and what Squarespace won't let you track.
Where the business should be listed, and the legacy-name cleanup.
Topics they cover that Trout Psychology doesn't — ranked by opportunity.
Red's Fly Shop, Orvis and Gink & Gasoline, and where each is beatable.
36 articles, four themes, September 2026 through August 2027.
Claiming and filling the Google listing, with every field written out.
187 search terms, sorted by what the searcher actually wants.
34 templates for asking, responding, and handling the bad ones.
31 findings on the website, worst first, each with the fix.
The hidden identity code — 13 blocks, all validated.
The new page structure and the 13 verified forwarding addresses.
Phase 2 — Service pages
Phase 2 — Articles
Phase 2 — Channels
21 emails across six sequences, plus three lead magnets.
50 questions with answers written to be quoted by AI tools.
28 posts, fully written, September 21 to October 18.
Kristen and Nate, nine ways each, plus the photo brief.
31 videos, three full scripts, and an honest production plan.