# veneers.guide

Site grounding for agents without the veneers.guide repository: its seven charter files, unchanged except that headings sit two levels lower and every term id the pinned version defines, in the frontmatter blocks too, is followed by its label from the pinned version. The YAML blocks are therefore for reading, not parsing; the repo files are the source.

- Domain: veneers.guide
- Pins: editorial-charter@1.3.1, portfolio-icp@1.0.0
- Repo: b3aceac5c0224278700bba648b86a21f17ac16e5 (committed 2026-10-03T14:39:39-07:00)
- Built 2026-10-05T03:25:29+00:00
- Pages: https://taxonomy.tfw.bz/sites/veneers.guide/

## BRAND.md

Version 1.1.1 · status draft · sha256 03a2b8dfe28d28472768feaf9526f09e6f3dae50c7848eeb82404c7bc928c056

```yaml
charter: 1
version: 1.1.1
profile: editorial-charter@1.3.1
domain: veneers.guide
status: draft
reviewed_by: ""
archetype: charter:brand-archetype-caregiver (caregiver)
secondary_archetype: charter:brand-archetype-sage (sage)
claims:
  - id: c1
    text: veneers.guide was founded in 2026 by Thomas Prommer.
    basis: charter:claim-basis-documented (documented)
    source: about.manifest.json (copy.semanticTriple)
  - id: c3
    text: The site names no clinic and shows no invented listings.
    basis: charter:claim-basis-documented (documented)
    source: briefs/site.md section Site-specific rules
```

### BRAND

#### Name and entity
veneers.guide, published by Thomas Prommer. Entity home: https://veneers.guide/en/about/ (`about.manifest.json`). Contact comms@flywheel.bz.

#### Promise
An independent patient guide that explains the tooth, what changes and what cannot be undone, and only then the price, so an adult considering veneers walks into a consultation with the right questions.

#### Personality
The caregiver, with a sage streak. A patient chairside explainer who sketches the tooth before talking money, says plainly what is irreversible and ends each section with the question to ask the dentist. It does not sell a smile.

#### Visual pointers
Locked direction "Consultation Sketch": see `design/tokens.json`, `DESIGN.md` and `design/DIRECTION.md`. A dentist's notepad with hand-drawn annotations.

#### Do / Don't
Do: explain the mechanism before the price. Do: say what is irreversible. Do: give price ranges with source, date and currency. Do: end sections with a question to ask the dentist.
Don't: promise a "perfect smile" or call anything painless or permanent without qualification. Don't: name or rank clinics. Don't: show practice before-and-after photos on German pages (HWG section 11). Don't: invent a reviewer or patient cases.

## VOICE.md

Version 1.0.1 · status draft · sha256 72c60693264aafb411be435e62b229e8c30fed9d82683109b79360a138c6a31c

```yaml
charter: 1
version: 1.0.1
profile: editorial-charter@1.3.1
domain: veneers.guide
status: draft
reviewed_by: ""
register: charter:voice-register-practitioner (practitioner)
person: charter:voice-person-second (second person)
languages: [en, de, es, fr, it, pt]
addresses: [cosmetic-considerers]
essence: A chairside explainer who draws the tooth, shows what changes, and only then talks price.
```

<!-- ASSUMED DEFAULT, 2026-09-17: recommended voice option 'a. Chairside explainer' from ~/reports/site-strategy/veneers.guide.json, pending Tom's review in ~/reports/site-decisions/index.html. If Tom picks another voice this file is replaced. -->

### VOICE: veneers.guide (veneers.guide)

> Loaded by /humanizer (Step 0) and the content publishing gate (drafting Step 1
> + humanizer Step 3). If absent, both fall back to generic mode.

#### 1. Identity & Register
- Voice owner / who speaks: the site, second person, as if a patient dentist were sketching on a notepad; dentally reviewed
- Register: practitioner
- Language/locale: en (source language; see Languages below)
- One-line essence: "A chairside explainer who draws the tooth, shows what changes, and only then talks price."

#### 2. Audience
- Primary audience: adults seriously considering veneers
- Reader's job-to-be-done: understand the procedure, the real cost and the trade-offs before committing to something irreversible
- Assume they know what they dislike about their smile; always explain enamel removal, lifespan, and veneer versus crown

#### 3. Tone Axes  (mark where this voice sits)
- Formal   ───●────  Casual
- Authority ──●────  Peer
- Serious  ──●─────  Playful
- Concise  ──●────  Expansive
- Default editorial_track: factual

#### 4. Person, POV & Cadence
- Person: second person ('you')
- Sentence rhythm: plain, unhurried; one concept per sentence
- Paragraph length: 2 to 4 sentences
- Explain the mechanism before the price
- Say plainly what is irreversible
- Give the question to ask the dentist at the end of each section
- Price ranges with source, date and currency

#### 5. Lexicon
- Preferred terms: 'enamel', 'prep' (explained), 'porcelain', 'composite', 'per tooth', 'lifespan', 'treatment plan', 'veneer vs crown'
- Banned phrases (beyond humanizer's generic list): 'Hollywood smile', 'perfect smile', 'smile makeover' as a promise, 'painless', 'permanent' without qualification, 'affordable luxury', 'transform your life'
- Capitalization & spelling rules: 'no-prep', 'snap-on', 'pop-on' hyphenated; E.max and other product names only in exact brand casing and only when relevant
- Domain-jargon level: Low to moderate. Dental terms defined once, inline.

#### 6. E-E-A-T / Experience Claims  (anchors gate Step 7)
- Authentic experience this voice can claim: None first-hand. Named dental reviewer (licensed dentist) once contracted.
- Named author + bio source: Byline 'veneers.guide editorial team' plus named dental reviewer with license. Do not invent a reviewer or patient cases.
- Quantified credential for bios: Reviewer's dental license, years in practice and any prosthodontic or cosmetic training, from CV.
- Citation posture: Cite dental associations (ADA, BDA, national bodies), peer-reviewed survival studies, published fee surveys. No clinic marketing pages.
- Original-data hooks this voice owns: The per-tooth cost calculator and a dated table of published price ranges by country.
- "What I got wrong" angle: Where a common belief (for example 'veneers are permanent') is misleading, and the correction.

#### 7. Gold-Standard Examples  (few-shot anchor, highest leverage)
- Example A (seed sample, replace with a published paragraph once live): "What actually happens to your tooth? For a traditional porcelain veneer, the dentist removes a thin layer of enamel from the front of the tooth, usually well under a millimetre, so the veneer sits flush instead of bulky. That step cannot be undone: once enamel is gone it does not grow back, and the tooth will need a veneer or other covering from then on. No-prep and minimal-prep veneers remove little or nothing, but they only suit some teeth. Ask your dentist to show you, on your own teeth, how much they plan to remove and why."
  - Why on-voice: Explains what physically happens before anything else and ends on a question to ask.
- Example B (seed sample, replace with a published paragraph once live): "A veneer covers the front of the tooth. A crown covers all of it. Keep that picture in mind whenever you read a quote."
  - Why on-voice: One image-able distinction, plain and short.

#### 8. Anti-References  (do NOT sound like)
- Cosmetic dental clinic landing pages
- Influencer smile-reveal videos
- Snap-on veneer product listings
- Generic 'ultimate guide to veneers' SEO pages

#### Languages
- de: Sie throughout. Sachlich und geduldig, wie ein Aufklärungsgespräch. 'Veneers' is the common German term, with 'Verblendschalen' explained once. Prices in euros; explain that statutory insurance (GKV) generally treats veneers as a private aesthetic service, with a cited source. Heilmittelwerbegesetz § 11: no before-and-after comparisons in anything connected to a listed practice.
- es: usted throughout. Tono claro y tranquilo. 'Carillas dentales' (porcelana, composite). Name the country for prices; Spain, Mexico and Colombia differ, and Mexico is also a destination for US patients.
- fr: vous throughout. Registre pédagogique. 'Facettes dentaires' (céramique, composite). State that facettes are generally not reimbursed by the Sécurité sociale only with a cited source; distinguish France, Belgium and Switzerland.
- it: Lei throughout. Registro chiaro e cortese. 'Faccette dentali' (ceramica, composito). Italian readers also look at Albania, Croatia and Hungary for dental travel; handle those under the abroad cluster with the same no-clinic-naming rule.
- pt: você (Brazilian Portuguese by default). Tom didático e calmo. 'Lentes de contato dental' is the dominant Brazilian consumer term and must be explained alongside 'facetas' (porcelana, resina).

## STRATEGY.md

Version 1.0.1 · status draft · sha256 06566342f97ceb40e1990cfae68c6711382df651904171e9f521314d593344f3

```yaml
charter: 1
version: 1.0.1
profile: editorial-charter@1.3.1
domain: veneers.guide
status: draft
reviewed_by: ""
mission_shape: charter:mission-shape-serve-x-to-achieve-y (serve X to achieve Y)
horizon: charter:horizon-12m (12 months)
positioning:
  primary: charter:positioning-axis-authority-depth (authority depth)
  secondary: [charter:positioning-axis-locality (locality)]
audiences:
  - kind: charter:audience-kind-consumer (consumer)
    name: Cosmetic considerers
    segment: cosmetic-considerers
    job_to_be_done: Understand what veneers involve, what they cost and how to pay before committing to something irreversible.
profile_required: true
```

### STRATEGY

#### Mission
We help adults considering dental veneers understand the procedure, the real cost and the trade-offs before they commit to something irreversible.

#### Positioning
Depth first: the mechanism, the lifespan and the alternatives (crowns, bonding, whitening) explained before any price, with dental associations and survival studies as sources, which the big health publishers and dental chains skip. Locality second: a directory of local dentists is the planned second layer (`briefs/strategy.md`, option a). We concede speed, because the pages are long, and we concede clinic marketing polish.

#### Audiences
Cosmetic considerers: adults who dislike how their front teeth look and are pricing veneers at home, often after a consultation quote. They know what they dislike. They do not know enamel removal, lifespan or veneer versus crown. Source: `briefs/strategy.md` ICP a (an assumed default pending Tom's review), `VOICE.md` section 2.

#### Competitors
Dental chains and clinic pages. Big health publishers. Snap-on veneer product listings. Influencer smile-reveal content. Generic "ultimate guide to veneers" pages. Source: `VOICE.md` section 8, `briefs/strategy.md` Risks.

#### What we will not do
No clinic naming or ranking, no paid ordering and no "top dentist" badges. No practice-supplied before-and-after photos on German pages. No invented reviewer or patient cases. No affiliate links, ad slots or listing fees until Tom confirms (`briefs/strategy.md`). Wood, brick and stone veneer queries stay out of scope (`briefs/site.md`).

#### Bets for the horizon
1. Publish the basics and cost clusters in English and German and pass dental review so the site can leave noindex (moves pages_indexed).
2. Ship the per-tooth cost calculator and the dated price-range table as the site's own reference (moves content_engaged).
3. Earn the plain-language queries "what are veneers" and "how long do veneers last" (moves gsc_clicks).

## AUDIENCE.md

Version 1.1.1 · status draft · sha256 5e67f8d7e9d5940b58629a26785c8f6d4a14bbb9aefaf987dfab6a6795e28f7c

```yaml
charter: 1
version: 1.1.1
profile: editorial-charter@1.3.1
domain: veneers.guide
status: draft
reviewed_by: ""
segments:
  - slug: cosmetic-considerers
    name: Cosmetic considerers
    kind: charter:audience-kind-consumer (consumer)
    archetype: icp:self-pay-medical-planner (Self-pay medical planner)
    priority: charter:segment-priority-primary (primary)
    job_to_be_done: Understand what veneers involve, what they cost and how to pay before committing to something irreversible.
    funnel_stages: [charter:funnel-stage-awareness (awareness), charter:funnel-stage-consideration (consideration), charter:funnel-stage-decision (decision)]
    languages: [en]
    regions: [US, GB]
    pains:
      - Price ranges are wide and opaque.
      - Fear of irreversible tooth reduction.
      - Not knowing whether a quote is fair.
      - Before-and-after photos that may not be representative.
    channels: [charter:channel-organic-search (organic search), charter:channel-social-video (social video)]
    size_signal: {metric: monthly_searches, value: 201000, unit: count}
    evidence:
      default: {basis: charter:evidence-basis-researched (researched), source: "about.manifest.json copy.summary150 (adults seriously considering the procedure, cost by country and clinic, questions to ask before treatment); briefs/strategy.md ICP a; archetype is the closest pinned fit (self-pay procedure, compares cost and safety)", as_of: 2026-10-03}
      regions: {basis: charter:evidence-basis-assumed (assumed), source: "astro.config.mjs serves locales [en] only and about.manifest.json languages is [en]; US and GB per the briefs/strategy.md compliance note; DE dropped until docs/OPEN-DECISIONS.md D1 adds de; replace with GSC country data once indexed", as_of: 2026-10-03}
      channels: {basis: charter:evidence-basis-assumed (assumed), source: "agent draft 2026-10-03 from briefs/strategy.md (consultation quotes and social media before-and-afters, search clusters in keywords.json)", as_of: 2026-10-03}
      size_signal: {basis: charter:evidence-basis-researched (researched), source: "briefs/keywords.json: keyword 'veneers', lang en, search_volume 201000", as_of: 2026-10-03}
```

### AUDIENCE

#### Cosmetic considerers
Adults unhappy with chipped, stained, gapped or uneven front teeth who have started to consider veneers seriously, often after a consultation quote or social media before-and-afters. They want to know what veneers are, what they cost per tooth, whether they are worth it and how to pay. Source: STRATEGY.md section Audiences, `briefs/strategy.md`.

#### Excluded audiences
Not written for: shoppers who want snap-on or whitening product listings, readers who want a clinic ranking or a "top dentist" list, and clinics looking for paid referral placement. Source: STRATEGY.md section What we will not do, `VOICE.md` section 8.

## MONETIZATION.md

Version 1.0.1 · status draft · sha256 60d4d128edfc2f07f01ceb3afc938b896e3ceaa98cd0283af55699e2ce8316dd

```yaml
charter: 1
version: 1.0.1
profile: editorial-charter@1.3.1
domain: veneers.guide
status: draft
reviewed_by: ""
revenue_lines:
  - slug: enhanced-dentist-profiles
    name: Flat-fee enhanced dentist profiles
    type: charter:revenue-type-paid-listing (paid listing)
    program_status: charter:program-status-assumed (assumed)
    commission_model: charter:commission-model-flat-fee (flat fee)
    placements: [charter:placement-type-listing (listing)]
    segments: [cosmetic-considerers]
    kpi_key: sponsored_income_recorded
    status: charter:revenue-status-idea (idea)
    share_band: charter:revenue-share-band-minor (minor)
    start_trigger: "Tom confirms profiles may be sold; needs city pages with visible traffic"
    evidence:
      default: {basis: charter:evidence-basis-assumed (assumed), source: "agent draft 2026-10-03 from briefs/strategy.md Monetization option a; no program or price source read", as_of: 2026-10-03}
  - slug: affiliate-dentalplans
    name: DentalPlans.com affiliate, cost and insurance pages
    type: charter:revenue-type-affiliate (affiliate)
    partner: {name: DentalPlans.com, entity: null, program_url: "https://www.dentalplans.com/dentalplansaffiliate/"}
    program_status: charter:program-status-assumed (assumed)
    commission_model: charter:commission-model-cpa-flat (flat CPA)
    placements: [charter:placement-type-inline-link (inline link)]
    segments: [cosmetic-considerers]
    kpi_key: affiliate_clicked
    status: charter:revenue-status-idea (idea)
    share_band: charter:revenue-share-band-minor (minor)
    start_trigger: "Tom confirms affiliate links; cost pages must rank first"
    evidence:
      default: {basis: charter:evidence-basis-assumed (assumed), source: "agent draft 2026-10-03 from briefs/strategy.md ('paying per plan sold', program page not read in this session)", as_of: 2026-10-03}
  - slug: display-ads-basics
    name: Display ads on basics and comparison pages
    type: charter:revenue-type-display-ads (display ads)
    commission_model: charter:commission-model-rpm (RPM)
    placements: [charter:placement-type-display-slot (display slot)]
    segments: [cosmetic-considerers]
    kpi_key: ad_revenue_recorded
    status: charter:revenue-status-idea (idea)
    share_band: charter:revenue-share-band-marginal (marginal)
    start_trigger: "Tom confirms ad slots; ad network traffic minimum met"
    evidence:
      default: {basis: charter:evidence-basis-assumed (assumed), source: "agent draft 2026-10-03 from briefs/strategy.md Monetization option a", as_of: 2026-10-03}
```

### MONETIZATION

#### Revenue model
No revenue is live. `briefs/strategy.md` (option a, an assumed default pending Tom) lists flat-fee enhanced dentist profiles, dental savings plan and financing affiliates, and display ads. All are marked "not active until Tom confirms". Every line below is an idea and carries no number.

#### Disclosure rules
Label practice-provided profiles "Practice-provided profile". Disclose affiliate links next to the link under the FTC Endorsement Guides. A dental savings plan is not insurance and the page says so. Profile fees are flat and do not vary with patients referred. Source: `briefs/strategy.md` Compliance.

#### Not monetised
No per-patient or per-lead fees (Florida Patient Brokering Act concern in `briefs/strategy.md`), no paid ordering, no "top dentist" badges, no snap-on veneer product affiliate links. Source: `briefs/strategy.md`.

#### Flat-fee enhanced dentist profiles
An idea. A practice could buy a flat annual enhanced profile labelled "Practice-provided profile". The fee must not vary with patients referred. Needs a decision and city pages with visible traffic first.

#### DentalPlans.com affiliate, cost and insurance pages
An idea. `briefs/strategy.md` says the program pays per plan sold. That page was not read in this session, so the status is assumed and no payout is recorded. The page must say a savings plan is not insurance and when paying cash or waiting is cheaper.

#### Display ads on basics and comparison pages
An idea only. `briefs/strategy.md` names ad networks with traffic minimums; none is met or applied for.

## KPI.md

Version 1.0.1 · status draft · sha256 e8326cfbb0a95bd6c1a4b8be5593139bdd950e4dbdc9763e14be12e8e0817674

```yaml
charter: 1
version: 1.0.1
profile: editorial-charter@1.3.1
domain: veneers.guide
status: draft
reviewed_by: ""
template: charter:kpi-template-editorial-traffic (editorial traffic)
template_override: ""
kpis:
  - {key: pageview_recorded, role: charter:kpi-role-primary (primary)}
  - {key: gsc_clicks, role: charter:kpi-role-secondary (secondary)}
  - {key: gsc_impressions, role: charter:kpi-role-secondary (secondary)}
  - {key: avg_position, role: charter:kpi-role-secondary (secondary)}
  - {key: content_engaged, role: charter:kpi-role-secondary (secondary)}
  - {key: newsletter_subscribed, role: charter:kpi-role-secondary (secondary)}
  - {key: affiliate_clicked, role: charter:kpi-role-secondary (secondary)}
  - {key: crawl_errors, role: charter:kpi-role-guardrail (guardrail)}
  - {key: pages_indexed, role: charter:kpi-role-guardrail (guardrail)}
catalog_sha: 4304fc97e9ac457725bdc25dcbb724c36257a707cbb3c237b69cd3e7ba04ac39
```

### KPI

#### Why these metrics
pageview_recorded is the number an editorial site is run on, and nothing converts yet, so reach is the primary. gsc_clicks, gsc_impressions and avg_position show how the basics, cost and porcelain query clusters are doing. content_engaged shows whether readers get through the explainer pages. newsletter_subscribed and affiliate_clicked stay enabled from the editorial-traffic template for later use and for the affiliate idea in MONETIZATION.md. crawl_errors and pages_indexed are the guardrails while the language set grows.

#### Reading guide
Weekly pageview_recorded against the `(site)` value target in kpi-mgmt once the owner sets one: no target exists yet and this file does not propose one. Rising gsc_impressions with a flat gsc_clicks and a poor avg_position means the pages are found but not chosen. Rising pageview_recorded with a flat content_engaged means the traffic is not reading. A rise in crawl_errors or a fall in pages_indexed overrides every other reading.

#### Review cadence
Quarterly, with the 12-month bets in STRATEGY.md.

## taxonomy/binding.yaml

Version 1.1.1 · status draft · sha256 32a3715a2f6ae5285f61133007647c0e6001ce09314ed05fea110f51b06db9da

```yaml
charter: 1
version: 1.1.1
profile: editorial-charter@1.3.1
domain: veneers.guide
status: draft
reviewed_by: ""
iab_content: ["iab:286"]
icp_profile: portfolio-icp@1.0.0
content_profile: null
languages: [en]
regions: [US, GB]
```