# PRODUCT.md — Arizona Computer Guru (ACG) website

register: brand

## Product purpose
A multipage marketing website for Arizona Computer Guru, a Tucson managed-IT and
cybersecurity provider operating since 2001. The site sells trust before it sells
services: the goal is for a small-business owner to feel they have found honest,
local people who will go further than the last IT company, then to reach out or
build an estimate. Design IS the product here.

## Users
- Tucson / southern-Arizona small-business owners and office managers (roughly
  5 to 100 employees): law firms, medical practices, accounting, construction,
  property management, retail, manufacturing.
- Often burned before: surprise bills, offshore call centers, three-year lock-ins,
  "unlimited support" that wasn't. Skeptical, value-conscious, not deeply technical.
- They want a real person, fast local help, and to know what it costs before a call.

## Brand & tone
- The differentiator is **concierge IT**: genuine relationships, going much further
  than typical IT companies, at reasonable prices.
- Voice: kind, direct, transparent, plain-spoken, confident without arrogance.
  Never condescending, never sales-pressure, never hype. "We built it the way we'd
  want to be treated." Publishes its prices on purpose.
- Local and rooted: Tucson since 2001, physical office at 7437 E. 22nd St, onsite
  in 1 to 2 hours, month-to-month terms.

## Anti-references (do NOT look like these)
- Generic SaaS/MSP slop: blue/purple gradients, floating 3D isometrics, server-rack
  clip art, glowing shields, "hero metric" stat templates, identical icon-card grids.
- Hard-sell landing pages: countdown timers, fake scarcity, manufactured testimonials.
- Cold enterprise-security navy-and-gold. Cold healthcare white-and-teal.

## Strategic principles
- Transparency is the aesthetic. Show real numbers, real pricing, real process.
- Warmth and place: Tucson light, paper, ledgers, honest materials. Photographic,
  not illustrated.
- Every word earns its place. No restated headings, no filler.

## Integrity rules
- No fabricated named client testimonials. Proof is built from verifiable facts.
- The contact form is a demo (not wired to a mailbox). Pricing is illustrative of
  published GPS rates. Photography is representational.
