Be Legendary — Marketing & SEO/AEO Website
The marketing site for Be Legendary (alt. name Repario), an executive-team
performance firm founded by James Carter. Built from the design handoff as a
static-generated Astro site — the entire SEO/AEO strategy depends on crawlers
and AI answer-engines seeing fully-rendered HTML + JSON-LD without running JS.
The site sells one thing through one action: booking a free 15-minute, CEO-only
Calibration Call (https://meetings.hubspot.com/jcarter28). There is exactly
one primary CTA across the entire site by design.
Stack
- Astro 4 (static output,
trailingSlash: 'always', directory build format).
- Self-hosted fonts via
@fontsource (Newsreader display / Hanken Grotesk body)
— replaces hotlinked Google Fonts for Core Web Vitals + privacy.
- No UI framework. The three interactive tools are vanilla-JS islands that
server-render their full default state (SEO-safe) and hydrate on load.
Develop
npm install
npm run dev # local dev server
npm run build # static build → dist/
npm run preview # preview the production build
Structure
public/
assets/ images (headshot, logo, share card, book covers)
robots.txt allows all crawlers incl. named AI bots; points to sitemap
llms.txt AI-crawler site summary
sitemap.xml all 24 production URLs
src/
layouts/BaseLayout.astro <head>: per-page meta/canonical/OG/Twitter + JSON-LD
components/
Header.astro Footer.astro global chrome (single CTA)
FlagDiagram.astro interactive Flag Model diagram (homepage)
BreakPointAssessment.astro 10-question scored assessment + HubSpot
CostCalculator.astro 5-slider cost calculator
NewsletterSignup.astro Faq.astro reusable islands
lib/site.ts CTA URL, HubSpot IDs, slug map (single source of truth)
pages/ one file per production slug
styles/global.css fonts, design tokens, responsive layer, reduced-motion
Pages (25) → production slugs
Home / · Flag Model /flag-model/ · About /about/james-carter/ ·
Assessment /break-point-self-assessment/ · Calculator /cost-of-lost-disciplines-calculator/ ·
ELFS /elfs/ · Research /state-of-executive-team-execution/ · Case studies /case-studies/ ·
Glossary /glossary/ · Resources /resources/ · Field Notes /field-notes/ ·
8 Field Notes articles · 3 framework comparisons · 3 buyer's guides · Privacy /privacy/.
Cross-tool carry-over (Assessment → Calculator)
The Break-Point Self-Assessment result links to the Cost Calculator with
?from=assessment&break=<discipline>&waste=<n> (a referral card + the email
success state). The Calculator reads those params client-side on load: it
pre-sets the meeting-waste slider and shows a "From your snapshot" banner naming
the carried break point. Revenue/headcount/rate/hours keep their defaults (the
assessment never collects them). With no params, the Calculator shows no banner.
Keep the param names (from, break, waste) and discipline keys stable.
Analytics (GA4)
Set PUBLIC_GA_ID (your G-XXXXXXXXXX Measurement ID) in .env (see
.env.example) — it's read at build time, so rebuild after setting it.
Analytics load only when it's set, so the site ships clean until then.
Conversion events fired:
| Event | When |
|---|
book_calibration_call | Any click on the single booking CTA, site-wide (event delegation) |
generate_lead | Break-Point Report form submit (includes the computed break_point) |
newsletter_signup | Newsletter form submit |
assessment_completed | The assessment result is revealed (includes break_point) |
In the GA4 UI, mark book_calibration_call and generate_lead as key events
to count them as conversions. Wiring lives in src/components/Analytics.astro
(loader + CTA delegation) and the form components.
Integrations (HubSpot — region na2, portal 20276071)
- Calibration Call scheduling:
https://meetings.hubspot.com/jcarter28
- Break-Point Report form:
8e01345a-ccef-43b8-8598-e3bb6d7397f1
(the assessment posts the computed break-point discipline + per-discipline scores)
- Newsletter form:
f744639b-16b8-4f45-a141-1637e135cdc7
Forms POST to api.hsforms.com/submissions/v3/integration/submit/{portal}/{guid}.
Before launch: verify CORS/region from the live domain and test both forms end-to-end.
Copy & terminology conventions (keep exact)
- Never use "Team LFS" / "LFS" / "Leadership Failure Simulation" in public copy —
those are internal/conversation-stage names. Where the ELFS fee credit is described,
the approved wording is "applies toward your full team engagement." (The named
product ELFS — and its expansion Executive Leadership Failure Simulation (ELFS) —
stays; it's the public second-door product.)
- One CTA only: Book a Calibration Call →
meetings.hubspot.com/jcarter28. The ELFS
page's primary CTA is the softer Request your ELFS (a qualifying touch, same booking link).
SEO / AEO / GEO notes (do not regress)
- Everything is server-rendered, including JSON-LD; entity
@ids cross-reference
(#org, #james, #flagmodel) so the graph resolves.
- Entity graph injected site-wide by
BaseLayout (siteGraph, default on;
homepage opts out, it defines the full versions): every inner page emits the
canonical Organization + founder Person (with sameAs) + WebSite + a
per-page WebPage node, and articles' author/publisher resolve to
#james/#org — consolidating author authority across the content cluster.
- Each page has unique title/description/canonical/OG (incl.
og:image:alt,
og:locale) + Twitter card, theme-color, favicons + site.webmanifest, and
question-format headings with answer-first "short answer" boxes.
- Images go through
astro:assets (<Image>, WebP, explicit dimensions):
homepage image payload ~230 KB (was ~2 MB). Display images live in src/assets;
logo.png/share-card.png stay in /public (schema/OG reference them by URL).
sitemap.xml is generated at build time (src/pages/sitemap.xml.ts) so
<lastmod> is always current; curated per-route priorities live there.- Custom branded
404 page (noindex).
- The homepage's internal "strategy band" (a note to the client) is intentionally
not shipped.
Pre-launch checklist (still to confirm with the client)
