Mike Swanson
e80c36e6bf
Author: Mike Swanson Machine: DESKTOP-0O8A1RL Timestamp: 2026-05-22 11:07:55
55 lines
2.3 KiB
Markdown
55 lines
2.3 KiB
Markdown
# Product
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## Register
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brand
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## Users
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Mix of Arizona small business owners (frustrated with IT failures, shopping for an MSP,
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or delegating the IT vendor search) and office managers tasked with finding IT support.
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Visitors arrive with varying urgency, from immediate crisis to early-stage comparison.
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All are looking for competence, reliability, and a vendor they can trust without
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hand-holding.
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## Product Purpose
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Arizona Computer Guru is a 20-year Tucson-based MSP serving small and mid-sized Arizona
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businesses. The site converts visitors into calls or consultation requests. Success is
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520.304.8300 ringing or a scheduled consultation. Secondary goal: establish credibility
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for multi-city reach (Tucson, Phoenix, Prescott, Flagstaff).
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## Brand Personality
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Sharp, confident, modern. A polished MSP that punches above its size. Looks enterprise,
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acts local. Voice is direct and expert without being cold. The company that walks in,
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sizes up the problem, and handles it without drama.
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## Anti-references
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- Generic MSP template sites: circuit board stock photos, orange/blue defaults, identical
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card grids, rotating hero sliders. The site currently resembles this. Must not.
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- Enterprise IT vendor cold/corporate aesthetics: IBM/Dell procurement energy, inhuman
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scale, jargon-heavy copy.
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- Cheap small-business website builder templates: Wix/Squarespace default energy.
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- Aggressive hard-sell layouts: excessive CTA repetition, oversaturated orange,
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pushiness that undercuts trust.
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## Design Principles
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1. Expert confidence, not loud volume. Competence speaks quietly. Authority through
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precision and restraint, not aggressive orange saturation.
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2. Local anchor, regional scale. 20 years in Arizona. Rooted and real, not a national
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franchisor template.
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3. Convert through trust, not pressure. The CTA earns its click by making the visitor
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feel understood. No countdown timers, no pop-up pressure.
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4. Every element earns its place. Arizona businesses are practical. Clear hierarchy, no
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decorative friction, information where they expect it.
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5. Look like the best IT company in Tucson, not a generic IT company. A visitor should
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not mistake this for any other MSP site.
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## Accessibility & Inclusion
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WCAG AA minimum. Standard contrast and keyboard navigation. Honor prefers-reduced-motion
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for all animations.
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