diff --git a/continuity-audit.html b/continuity-audit.html
index a1fd5c3..b1ec251 100644
--- a/continuity-audit.html
+++ b/continuity-audit.html
@@ -3,27 +3,28 @@
 <head>
 <meta charset="utf-8">
 <meta name="viewport" content="width=device-width, initial-scale=1">
-<title>The Continuity Audit | Shop Wisdom</title>
+<title>The Continuity Audit | ShopWisdom</title>
 <meta name="description" content="Find out exactly where your shop is exposed. The Continuity Audit is a fixed-fee diagnostic: who holds the critical know-how, what it would cost you if they left, and what it's doing to the value of your business — with a plain-English report and roadmap you keep.">
-<link rel="preconnect" href="https://fonts.googleapis.com">
-<link rel="preconnect" href="https://fonts.gstatic.com" crossorigin>
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+<link rel="preload" href="assets/fonts/playfair-400.woff2" as="font" type="font/woff2" crossorigin>
+<link rel="preload" href="assets/fonts/playfair-400i.woff2" as="font" type="font/woff2" crossorigin>
+<link rel="preload" href="assets/fonts/dmsans-400.woff2" as="font" type="font/woff2" crossorigin>
+<link rel="preload" href="assets/fonts/lora-400.woff2" as="font" type="font/woff2" crossorigin>
 <link rel="stylesheet" href="style.css">
 <meta name="robots" content="index,follow">
 <meta name="theme-color" content="#f7f4ef">
 <link rel="canonical" href="https://shopwisdom.ca/continuity-audit.html">
 <link rel="icon" href="favicon.svg" type="image/svg+xml">
 <meta property="og:type" content="website">
-<meta property="og:site_name" content="Shop Wisdom">
-<meta property="og:title" content="The Continuity Audit | Shop Wisdom">
+<meta property="og:site_name" content="ShopWisdom">
+<meta property="og:title" content="The Continuity Audit | ShopWisdom">
 <meta property="og:url" content="https://shopwisdom.ca/continuity-audit.html">
 <meta property="og:locale" content="en_CA">
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 <meta property="og:image:width" content="1200">
 <meta property="og:image:height" content="630">
-<meta property="og:image:alt" content="Shop Wisdom — your best people are retiring. Their know-how doesn't have to.">
+<meta property="og:image:alt" content="ShopWisdom — your best people are retiring. Their know-how doesn't have to.">
 <meta name="twitter:card" content="summary_large_image">
-<meta name="twitter:title" content="The Continuity Audit | Shop Wisdom">
+<meta name="twitter:title" content="The Continuity Audit | ShopWisdom">
 <meta name="twitter:description" content="A fixed-fee diagnostic of where your shop is exposed when a key person leaves — with a plain-English risk report and roadmap you keep.">
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-      "provider": { "@type": "Organization", "name": "Shop Wisdom", "url": "https://shopwisdom.ca/" },
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+        { "@type": "ListItem", "position": 1, "name": "ShopWisdom", "item": "https://shopwisdom.ca/" },
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-      "name": "The Continuity Audit | Shop Wisdom",
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       "inLanguage": "en-CA",
-      "about": { "@type": "Organization", "name": "Shop Wisdom", "url": "https://shopwisdom.ca/" },
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@@ -63,15 +64,16 @@
 <body>
 
 <header class="nav" id="nav">
-  <a class="nav-logo" href="index.html#top" aria-label="Shop Wisdom — home">
-    <span class="nav-wordmark">Shop<span>Wisdom</span></span>
+  <a class="nav-logo" href="index.html#top" aria-label="ShopWisdom — home">
+    <img class="nav-logo-img nav-logo-light" src="assets/logo/logo-horizontal.svg" alt="ShopWisdom" width="214" height="36" />
+    <img class="nav-logo-img nav-logo-dark" src="assets/logo/logo-horizontal-rev.svg" alt="" aria-hidden="true" width="214" height="36" />
   </a>
   <nav class="nav-links-desktop" aria-label="Main">
     <a href="index.html#work">The work</a>
     <a href="index.html#results">Client results</a>
     <a href="index.html#process">How it works</a>
     <a href="index.html#about">About</a>
-    <a class="tel nav-phone" data-p1="778" data-p2="985" data-p3="6736" href="#contact" aria-label="Call Shop Wisdom">778&#8209;985&#8209;OPEN</a>
+    <a class="tel nav-phone" data-p1="778" data-p2="985" data-p3="6736" href="#contact" aria-label="Call ShopWisdom">778&#8209;985&#8209;OPEN</a>
     <a class="nav-cta" href="https://cal.shopwisdom.ca/michaelvictory/20-min-shop-wise-meeting" data-cal-link="michaelvictory/20-min-shop-wise-meeting" data-cal-origin="https://cal.shopwisdom.ca" data-cal-config='{"theme":"light"}'>Book a call</a>
   </nav>
   <button class="nav-toggle" id="navToggle" aria-label="Open menu" aria-expanded="false">
@@ -150,7 +152,7 @@
       <ol class="steps">
         <li>
           <h3>A free fit call</h3>
-          <p>A short conversation to make sure an audit is the right starting point for you. If it isn't, I'll say so.</p>
+          <p>A short conversation to make sure an audit is the right starting point for you. If it isn't, we'll say so.</p>
         </li>
         <li>
           <h3>Time with your team</h3>
@@ -175,7 +177,7 @@
       <p>Start with a free fit call. Describe your shop — even roughly — and we'll figure out whether an audit makes sense for you.</p>
       <p class="actions center">
         <a class="btn" href="https://cal.shopwisdom.ca/michaelvictory/20-min-shop-wise-meeting" data-cal-link="michaelvictory/20-min-shop-wise-meeting" data-cal-origin="https://cal.shopwisdom.ca" data-cal-config='{"theme":"light"}'>Book a fit call</a>
-        <a class="btn link" href="mailto:michael@opencommunications.consulting?subject=Continuity%20Audit%20—%20Shop%20Wisdom">Email Michael</a>
+        <a class="btn link" href="mailto:michael@opencommunications.consulting?subject=Continuity%20Audit%20—%20ShopWisdom">Email Michael</a>
         <a class="btn link tel" data-p1="778" data-p2="985" data-p3="6736" href="tel:+17789856736">Call 778&#8209;985&#8209;OPEN (6736)</a>
       </p>
       <p class="promise">The first call is free and commits you to nothing.</p>
@@ -186,24 +188,19 @@
 
 <footer class="site-footer" data-bg="dark">
   <div class="footer-bg" aria-hidden="true">
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-    </svg>
+    <img class="footer-bg-img" src="assets/logo/footer-watermark.svg" alt="" aria-hidden="true" />
   </div>
   <div class="footer-content">
     <div class="footer-block">
-      <p class="footer-wordmark">Shop<span>Wisdom</span></p>
+      <img class="footer-logo-img" src="assets/logo/logo-horizontal-rev.svg" alt="ShopWisdom" width="95" height="16" />
       <nav class="footer-links" aria-label="Footer">
         <a href="index.html#work">The work</a>
         <a href="index.html#results">Client results</a>
         <a href="index.html#process">How it works</a>
         <a href="https://www.opencommunications.consulting/">Open Communications</a>
       </nav>
-      <p class="footer-note">Built with care and AI · Work owned by its clients · Hosted in Beauharnois, Québec — your data stays in Canada.</p>
-      <p class="footer-copy">Shop Wisdom and Open Communications are practices of Open Communications, owned and operated by Michael Victory · British Columbia, Canada</p>
+      <p class="footer-note">Built with care and AI · Work owned by its clients · Proudly Canadian.</p>
+      <p class="footer-copy">ShopWisdom and Open Communications are practices owned and operated by Michael Victory · British Columbia, Canada</p>
     </div>
   </div>
 </footer>
@@ -261,7 +258,7 @@
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diff --git a/index.html b/index.html
index 9725915..1ee24c2 100644
--- a/index.html
+++ b/index.html
@@ -3,8 +3,8 @@
 <head>
 <meta charset="utf-8">
 <meta name="viewport" content="width=device-width, initial-scale=1">
-<title>Shop Wisdom | Keep What Your Best People Know — for Canadian Manufacturers</title>
-<meta name="description" content="Your best people are retiring. I help Canadian manufacturers capture the know-how that lives in a few heads, build it into systems the whole shop can run on, and stay on to keep it that way. You own everything — and it stays in Canada.">
+<title>ShopWisdom | Keep What Your Best People Know — for Canadian Manufacturers</title>
+<meta name="description" content="Your best people are retiring. We help Canadian manufacturers with production shops capture the know-how the business runs on — quoting, pricing, orders — and build it into systems you own outright. No hype, no lock-in.">
 <link rel="preload" href="assets/fonts/playfair-400.woff2" as="font" type="font/woff2" crossorigin>
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 <link rel="preload" href="assets/fonts/dmsans-400.woff2" as="font" type="font/woff2" crossorigin>
@@ -15,17 +15,17 @@
 <link rel="canonical" href="https://shopwisdom.ca/">
 <link rel="icon" href="favicon.svg" type="image/svg+xml">
 <meta property="og:type" content="website">
-<meta property="og:site_name" content="Shop Wisdom">
-<meta property="og:title" content="Shop Wisdom — keep what your best people know">
-<meta property="og:description" content="Your best people are retiring. I help Canadian manufacturers capture the know-how that lives in a few heads and build it into systems the whole shop can run on — before it walks out the door.">
+<meta property="og:site_name" content="ShopWisdom">
+<meta property="og:title" content="ShopWisdom — keep what your best people know">
+<meta property="og:description" content="Your best people are retiring. We capture the know-how your business runs on — quoting, pricing, orders — and build it into systems you own outright, before it walks out the door.">
 <meta property="og:url" content="https://shopwisdom.ca/">
 <meta property="og:locale" content="en_CA">
 <meta property="og:image" content="https://shopwisdom.ca/og-card.png">
 <meta property="og:image:width" content="1200">
 <meta property="og:image:height" content="630">
-<meta property="og:image:alt" content="Shop Wisdom — your best people are retiring. Their know-how doesn't have to.">
+<meta property="og:image:alt" content="ShopWisdom — your best people are retiring. Their know-how doesn't have to.">
 <meta name="twitter:card" content="summary_large_image">
-<meta name="twitter:title" content="Shop Wisdom — keep what your best people know">
+<meta name="twitter:title" content="ShopWisdom — keep what your best people know">
 <meta name="twitter:description" content="Knowledge continuity for Canadian manufacturers — before it walks out the door.">
 <meta name="twitter:image" content="https://shopwisdom.ca/og-card.png">
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@@ -35,13 +35,13 @@
     {
       "@type": "Organization",
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-      "name": "Shop Wisdom",
-      "alternateName": "ShopWisdom",
+      "name": "ShopWisdom",
+      "alternateName": "Shop Wisdom",
       "url": "https://shopwisdom.ca/",
       "logo": { "@type": "ImageObject", "url": "https://shopwisdom.ca/og-card.png", "width": 1200, "height": 630 },
       "image": "https://shopwisdom.ca/og-card.png",
       "slogan": "Keep what your best people know.",
-      "description": "Knowledge continuity for Canadian manufacturers: Shop Wisdom captures the know-how that lives in a retiring veteran's head and builds it into systems the whole shop can run on — before it walks out the door.",
+      "description": "Knowledge continuity for Canadian manufacturers: ShopWisdom captures the know-how that lives in a retiring veteran's head — quoting, pricing, orders, customer history — and builds it into systems the whole business can run on. Clients own everything; Canadian hosting available end-to-end.",
       "email": "michael@opencommunications.consulting",
       "telephone": "+1-778-985-6736",
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@@ -54,7 +54,7 @@
     {
       "@type": "ProfessionalService",
       "@id": "https://shopwisdom.ca/#service",
-      "name": "Shop Wisdom — knowledge continuity for manufacturers",
+      "name": "ShopWisdom — knowledge continuity for manufacturers",
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@@ -67,7 +67,7 @@
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           { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Knowledge Capture & Systems", "description": "Sit with your best people, draw out the judgment in their heads, and build it into documented, trained systems the whole crew can run — without first cleaning up decades of spreadsheets." } },
-          { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "System Care — Continuity Partner", "description": "A recurring retainer: tools hosted on a Canadian sovereign server with regular check-ups (quarterly, monthly, or weekly), new tech folded in, and the next key person captured before they leave. You own everything." } }
+          { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "System Care — Continuity Partner", "description": "A recurring retainer — your continuity partner: tools hosted and kept healthy with regular check-ups (quarterly, monthly, or weekly), new tech folded in, and the next key person captured before they leave. You own everything; Canadian hosting available." } }
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     },
@@ -85,7 +85,7 @@
       "@type": "WebSite",
       "@id": "https://shopwisdom.ca/#website",
       "url": "https://shopwisdom.ca/",
-      "name": "Shop Wisdom",
+      "name": "ShopWisdom",
       "inLanguage": "en-CA",
       "publisher": { "@id": "https://shopwisdom.ca/#organization" }
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@@ -93,7 +93,7 @@
       "@type": "WebPage",
       "@id": "https://shopwisdom.ca/#webpage",
       "url": "https://shopwisdom.ca/",
-      "name": "Shop Wisdom | Keep What Your Best People Know — for Canadian Manufacturers",
+      "name": "ShopWisdom | Keep What Your Best People Know — for Canadian Manufacturers",
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@@ -107,8 +107,8 @@
 <body>
 
 <header class="nav" id="nav">
-  <a class="nav-logo" href="#top" aria-label="Shop Wisdom — home">
-    <img class="nav-logo-img nav-logo-light" src="assets/logo/logo-horizontal.svg" alt="Shop Wisdom" width="214" height="36" />
+  <a class="nav-logo" href="#top" aria-label="ShopWisdom — home">
+    <img class="nav-logo-img nav-logo-light" src="assets/logo/logo-horizontal.svg" alt="ShopWisdom" width="214" height="36" />
     <img class="nav-logo-img nav-logo-dark" src="assets/logo/logo-horizontal-rev.svg" alt="" aria-hidden="true" width="214" height="36" />
   </a>
   <nav class="nav-links-desktop" aria-label="Main">
@@ -116,7 +116,7 @@
     <a href="#results">Client results</a>
     <a href="#process">How it works</a>
     <a href="#about">About</a>
-    <a class="tel nav-phone" data-p1="778" data-p2="985" data-p3="6736" href="#contact" aria-label="Call Shop Wisdom">778&#8209;985&#8209;OPEN</a>
+    <a class="tel nav-phone" data-p1="778" data-p2="985" data-p3="6736" href="#contact" aria-label="Call ShopWisdom">778&#8209;985&#8209;OPEN</a>
     <a class="nav-cta" href="https://cal.shopwisdom.ca/michaelvictory/20-min-shop-wise-meeting" data-cal-link="michaelvictory/20-min-shop-wise-meeting" data-cal-origin="https://cal.shopwisdom.ca" data-cal-config='{"theme":"light"}'>Book a call</a>
   </nav>
   <button class="nav-toggle" id="navToggle" aria-label="Open menu" aria-expanded="false">
@@ -142,9 +142,9 @@
   <section class="hero band light" data-bg="light">
     <video class="hero-video" autoplay muted loop playsinline preload="none" poster="assets/hero/hero-poster.jpg" aria-hidden="true" data-src-desktop="assets/hero/hero.mp4" data-src-mobile="assets/hero/hero-mobile.mp4"></video>
     <div class="wrap hero-wrap"><div class="hero-col">
-      <p class="eyebrow">Knowledge continuity · for Canadian manufacturers</p>
+      <p class="eyebrow">Knowledge continuity · for the office that runs the shop</p>
       <h1>Your best people are retiring. Their know&#8209;how doesn't <em>have to.</em></h1>
-      <p class="lead">I don't just install AI. Before your best people walk out the door, I turn the pricing instincts, the fixes, the hard&#8209;won judgment in their heads into systems your whole shop can run on — and I stay on to keep it that way.</p>
+      <p class="lead">We don't just install AI. Before your best people walk out the door, we turn the pricing instincts, the fixes, the hard&#8209;won judgment in their heads into systems your whole shop can run on — and we stay on to keep them that way.</p>
       <div class="actions">
         <a class="btn" href="https://cal.shopwisdom.ca/michaelvictory/20-min-shop-wise-meeting" data-cal-link="michaelvictory/20-min-shop-wise-meeting" data-cal-origin="https://cal.shopwisdom.ca" data-cal-config='{"theme":"light"}'>Book a fit call — free, no pitch</a>
         <a class="btn link" href="#results">See client results</a>
@@ -165,21 +165,21 @@
 
   <section class="band light" data-bg="light">
     <div class="wrap reveal">
-      <p class="eyebrow">How I work</p>
-      <h2>I work differently — <em>on purpose.</em></h2>
+      <p class="eyebrow">How we work</p>
+      <h2>We work differently — <em>on purpose.</em></h2>
       <p class="section-intro">The default — automation to cut headcount, AI as a sales pitch, delivered through tools you'll never own — leaves owners anxious and good people sidelined. That's not this.</p>
       <div class="cards four stagger">
         <div class="card">
           <h3>People stay essential</h3>
-          <p>Used well, modern tools make your people more capable, not less needed. I design systems that respect the judgment your team has earned.</p>
+          <p>Used well, modern tools make your people more capable, not less needed. We design systems that respect the judgment your team has earned.</p>
         </div>
         <div class="card">
           <h3>Wisdom over speed</h3>
-          <p>Wisdom is a slower technology than intelligence. I work at the pace good work needs, not the pace the hype cycle demands.</p>
+          <p>Wisdom is a slower technology than intelligence. We work at the pace good work needs, not the pace the hype cycle demands.</p>
         </div>
         <div class="card">
           <h3>You own everything</h3>
-          <p>Every system I build is yours — hosted on Canadian soil, fully documented. Your data never leaves the country, and nothing locks you in.</p>
+          <p>Every system we build is yours — fully documented, free of lock&#8209;in, hosted where you want it. If keeping your data in Canada matters to you, we do that end&#8209;to&#8209;end.</p>
         </div>
         <div class="card">
           <h3>One person, accountable</h3>
@@ -193,30 +193,30 @@
     <div class="wrap reveal">
       <p class="eyebrow">The work</p>
       <h2>Keep what they know. <em>Then</em> build it into the shop.</h2>
-      <p class="section-intro">Three steps: find out where you're exposed, fix it, and keep it handled. Every engagement starts by understanding your actual problem before I suggest a thing.</p>
+      <p class="section-intro">Three steps: find out where you're exposed, fix it, and keep it handled. We work where the know&#8209;how lives — quoting, pricing, orders, customer history — the office side that runs the place. (Your fab stations are safe from us.) Every engagement starts by understanding your actual problem before we suggest a thing.</p>
       <div class="cards stagger">
         <div class="card">
           <span class="step-k">Start here · Diagnose</span>
           <h3>The Continuity Audit</h3>
-          <p>I spend a few focused hours with your team — the people who run the quotes, pricing, and orders — and find exactly where you're exposed: who holds what, what it would cost you if they left tomorrow, and what it's doing to the value of your business. You get a plain&#8209;English risk report and a roadmap. Fixed fee. Nothing to install.</p>
+          <p>We spend a few focused hours with your team — the people who run the quotes, pricing, and orders — and find exactly where you're exposed: who holds what, what it would cost you if they left tomorrow, and what it's doing to the value of your business. You get a plain&#8209;English risk report and a roadmap. Fixed fee. Nothing to install.</p>
           <p class="outcome">You walk away knowing where your shop is exposed — and what to do about it.</p>
           <a class="card-link" href="continuity-audit.html">How the audit works →</a>
         </div>
         <div class="card">
           <span class="step-k">Fix · Capture &amp; build</span>
           <h3>Capture it — and make it usable</h3>
-          <p>I sit down with your best people, draw out what's in their heads, and build it into systems the whole crew can actually use — documented, trained, and built to last. You don't need to clean up thirty years of spreadsheets first: that mess <strong>is</strong> the knowledge, and waiting for perfect data is how it gets lost. The modern tools do the heavy lifting so it's fast and affordable — but a screen-recorder only captures the clicks. The part that matters is human, and it's the part that walks out the door: getting your veteran to open up, and capturing the judgment behind the work, not just the steps.</p>
+          <p>We sit down with your best people, draw out what's in their heads, and build it into systems the whole crew can actually use — documented, trained, and built to last. You don't need to clean up thirty years of spreadsheets first: that mess <strong>is</strong> the knowledge, and waiting for perfect data is how it gets lost. The modern tools do the heavy lifting so it's fast and affordable — but a screen-recorder only captures the clicks. The part that matters is human, and it's the part that walks out the door: getting your veteran to open up, and capturing the judgment behind the work, not just the steps.</p>
           <p class="outcome">The day your best person retires, the work doesn't stop.</p>
         </div>
         <div class="card feature">
           <span class="step-k">Keep it handled · Recurring</span>
-          <span class="card-tag">System Care</span>
-          <h3>Your tools, kept running — on Canadian soil</h3>
-          <p>Everything I build lives in your own space on my Canadian sovereign server — hosting, infrastructure, and running costs handled. From there I keep it healthy with regular check&#8209;ups — quarterly, monthly, or weekly, depending on how hard you lean on it — and flag the new tech worth folding in, so it never quietly falls behind. When a key person heads for the door, I help capture the next one too. You own everything; walk away anytime and it all comes with you.</p>
-          <p class="outcome">The system stays alive, current, and improving — never frozen the day I leave.</p>
+          <span class="card-tag">System Care · Continuity Partner</span>
+          <h3>Your tools, kept running — and never falling behind</h3>
+          <p>Think of it as a continuity partner on retainer. Everything we build lives in its own managed space — hosting, infrastructure, and running costs handled, on Canadian servers if that matters to your business. We keep it healthy with regular check&#8209;ups — quarterly, monthly, or weekly, depending on how hard you lean on it — and flag the new tech worth folding in. When the next key person heads for the door, we capture what they know too. You own everything; walk away anytime and it all comes with you.</p>
+          <p class="outcome">The system stays alive, current, and improving — with a partner who already knows how your business thinks.</p>
         </div>
       </div>
-      <p class="reassure">Everything I build comes with full documentation and a handover session. You'll never be dependent on me to keep it running.</p>
+      <p class="reassure">Everything we build comes with full documentation and a handover session. Independence is built in — System Care is there when you'd rather have a partner on call.</p>
     </div>
   </section>
 
@@ -282,9 +282,9 @@
     <div class="wrap narrow reveal">
       <p class="eyebrow">The honest part</p>
       <h2>The hard part isn't the paperwork. <em>It's people.</em></h2>
-      <p>Most attempts at this quietly stall — and rarely because of the tools. <a href="https://www.bcg.com/featured-insights/the-leaders-guide-to-transforming-with-ai" target="_blank" rel="noopener">BCG's research</a> across hundreds of AI programs puts the recipe at 10% algorithms, 20% technology, and 70% people and process. The 70% is the part almost everyone skips. Most shops have already learned it the hard way: there's a binder somewhere — half&#8209;finished, on a shelf, out of date the week it was printed. It didn't fail because the writing was bad. It failed because getting a veteran to hand over what he knows, and getting a shop to actually change how it works, is a people problem, not a paperwork one. Your best people aren't holding back to be difficult — they're protecting the thing that's made them irreplaceable for thirty years.</p>
+      <p>Most attempts at this quietly stall — and rarely because of the tools. <a href="https://www.bcg.com/featured-insights/the-leaders-guide-to-transforming-with-ai" target="_blank" rel="noopener">BCG's research</a> across hundreds of AI programs puts the recipe at 10% algorithms, 20% technology, and 70% people and process. The 70% is the part almost everyone skips. Most shops have already learned it the hard way: there's a binder somewhere — half&#8209;finished, on a shelf, out of date the week it was printed. It didn't fail because the writing was bad. It failed because getting a veteran to hand over what they know, and getting a shop to actually change how it works, is a people problem, not a paperwork one. Your best people aren't holding back to be difficult — they're protecting the thing that's made them irreplaceable for thirty years.</p>
       <div class="handoff">
-        <p>That human side is exactly what my other practice, <a href="https://www.opencommunications.consulting/">Open Communications →</a>, is built for. Same business, same straight talk — one side works on the shop, the other works with the crew.</p>
+        <p>That human side is exactly what our sister practice, <a href="https://www.opencommunications.consulting/">Open Communications →</a>, is built for. Same business, same straight talk — one side builds the systems, the other works with the people.</p>
       </div>
     </div>
   </section>
@@ -297,7 +297,7 @@
       <ol class="steps">
         <li>
           <h3>A free fit call</h3>
-          <p>A short conversation to see if there's a match. You describe what's slowing you down; I give you an honest read on whether I can help. No pitch, no obligation. If it's not a fit, I'll tell you and point you somewhere that is.</p>
+          <p>A short conversation to see if there's a match. You describe what's slowing you down; we give you an honest read on whether we can help. No pitch, no obligation. If it's not a fit, we'll tell you and point you somewhere that is.</p>
         </li>
         <li>
           <h3>A paid discovery session</h3>
@@ -309,7 +309,7 @@
         </li>
         <li>
           <h3>A deliverable you own</h3>
-          <p>The work moves in short cycles with regular review. At the end it's hosted, documented, and yours — update it, share it, use it without ever calling me again. Unless you want to: ongoing support is available, never required.</p>
+          <p>The work moves in short cycles with regular review. At the end it's hosted, documented, and yours. Run it on your own, or keep us on call through System Care — a choice, never a requirement.</p>
         </li>
       </ol>
     </div>
@@ -329,13 +329,13 @@
   <section class="band light" data-bg="light" id="fit">
     <div class="wrap narrow reveal">
       <p class="eyebrow">Honest about fit</p>
-      <h2>I'm <em>not</em> for everyone.</h2>
+      <h2>We're <em>not</em> for everyone.</h2>
       <p class="section-intro">ShopWisdom is probably not the right fit if you're:</p>
       <ul class="notfor">
-        <li><strong>Looking to cut headcount through automation.</strong> AI used to make people redundant isn't what I do.</li>
-        <li><strong>Shopping for a black box to rent forever.</strong> You own everything I build — hosted in your own space on Canadian soil, yours to take anytime. I'll keep it running and current if you want that (it's called System Care), but it's a choice, never a leash. I don't do lock&#8209;in.</li>
+        <li><strong>Looking to cut headcount through automation.</strong> AI used to make people redundant isn't what we do.</li>
+        <li><strong>Shopping for a black box to rent forever.</strong> You own everything we build — yours to take anytime. We'll keep it running and current if you want that (that's System Care), but it's a choice, never a leash. We don't do lock&#8209;in.</li>
         <li><strong>Shopping for a Super Bowl AI strategy.</strong> No hype, no transformation slides, no buzzwords. Just specific work with measurable outcomes.</li>
-        <li><strong>Facing people problems that run deeper than systems.</strong> Tools amplify what's already there. If trust is missing, software won't fix it — though that's exactly what my other practice, <a href="https://www.opencommunications.consulting/">Open Communications</a>, takes on.</li>
+        <li><strong>Facing people problems that run deeper than systems.</strong> Tools amplify what's already there. If trust is missing, software won't fix it — though that's exactly what our sister practice, <a href="https://www.opencommunications.consulting/">Open Communications</a>, takes on.</li>
       </ul>
       <p>If any of that is you, we're probably not a fit — and being honest now saves us both time.</p>
     </div>
@@ -365,20 +365,20 @@
           <div class="lf-nav"><button type="button" class="btn link lf-back" data-back>← Back</button><button type="button" class="btn lf-next" data-next>Continue →</button></div>
         </fieldset>
         <fieldset class="lf-step" data-step="3">
-          <legend class="lf-q">Where do I reach you?</legend>
+          <legend class="lf-q">Where do we reach you?</legend>
           <input class="lf-input" type="text" name="name" placeholder="Your name" required autocomplete="name">
           <input class="lf-input" type="email" name="email" placeholder="Email" required autocomplete="email">
           <input class="lf-input" type="tel" name="phone" placeholder="Phone (optional)" autocomplete="tel">
           <input type="text" name="company_website" class="lf-hp" tabindex="-1" autocomplete="off" aria-hidden="true">
           <div class="lf-nav"><button type="button" class="btn link lf-back" data-back>← Back</button><button type="submit" class="btn lf-submit">Send it →</button></div>
-          <p class="lf-err" hidden>Hmm — that didn't go through. Please <a href="mailto:michael@opencommunications.consulting">email me directly</a> and I'll get right back to you.</p>
+          <p class="lf-err" hidden>Hmm — that didn't go through. Please <a href="mailto:michael@opencommunications.consulting">email us directly</a> and we'll get right back to you.</p>
         </fieldset>
-        <div class="lf-done" hidden><p class="lf-done-msg">Got it — thanks. I read every message personally and usually reply within a business day.</p></div>
+        <div class="lf-done" hidden><p class="lf-done-msg">Got it — thanks. Michael reads every message personally and usually replies within a business day.</p></div>
       </form>
 
       <p class="lf-alt">Prefer to reach out directly?</p>
       <p class="actions center">
-        <a class="btn link" href="mailto:michael@opencommunications.consulting?subject=Fit%20call%20—%20Shop%20Wisdom">Email Michael</a>
+        <a class="btn link" href="mailto:michael@opencommunications.consulting?subject=Fit%20call%20—%20ShopWisdom">Email Michael</a>
         <a class="btn link tel" data-p1="778" data-p2="985" data-p3="6736" href="tel:+17789856736">Call 778&#8209;985&#8209;OPEN (6736)</a>
       </p>
       <p class="promise">The first call is free and commits you to nothing.</p>
@@ -393,15 +393,15 @@
   </div>
   <div class="footer-content">
     <div class="footer-block">
-      <img class="footer-logo-img" src="assets/logo/logo-horizontal-rev.svg" alt="Shop Wisdom" width="95" height="16" />
+      <img class="footer-logo-img" src="assets/logo/logo-horizontal-rev.svg" alt="ShopWisdom" width="95" height="16" />
       <nav class="footer-links" aria-label="Footer">
         <a href="#work">The work</a>
         <a href="#results">Client results</a>
         <a href="#process">How it works</a>
         <a class="footer-oc-logo" href="https://www.opencommunications.consulting/" aria-label="Open Communications"><img src="assets/oc/oc-logo-wh.svg" alt="Open Communications"></a>
       </nav>
-      <p class="footer-note">Built with care and AI · Work owned by its clients · Hosted in Beauharnois, Québec — your data stays in Canada.</p>
-      <p class="footer-copy">Shop Wisdom and Open Communications are practices of Open Communications, owned and operated by Michael Victory · British Columbia, Canada</p>
+      <p class="footer-note">Built with care and AI · Work owned by its clients · Proudly Canadian.</p>
+      <p class="footer-copy">ShopWisdom and Open Communications are practices owned and operated by Michael Victory · British Columbia, Canada</p>
     </div>
   </div>
 </footer>
diff --git a/llms.txt b/llms.txt
index ad93a2f..241a39f 100644
--- a/llms.txt
+++ b/llms.txt
@@ -1,11 +1,11 @@
-# Shop Wisdom
+# ShopWisdom
 
-> Shop Wisdom helps Canadian manufacturers keep the know-how that lives in a retiring veteran's head. We find where the business is exposed when a key person leaves, capture what your best people know, and build it into systems the whole shop can run on — hosted on Canadian soil and owned by you. Shop Wisdom is the systems side of Open Communications.
+> ShopWisdom helps Canadian manufacturers with production shops keep the know-how the business runs on — quoting, pricing, orders, customer history. We work on the office side that runs the place, not the fab stations. We find where the business is exposed when a key person leaves, capture what your best people know, and build it into systems the whole company can run on — owned by you, with no lock-in. ShopWisdom is the systems side of Open Communications.
 
 ## What we do
 - [The Continuity Audit](https://shopwisdom.ca/continuity-audit.html): a fixed-fee diagnostic of where the business is exposed when a key person leaves — who holds what, what it costs you if they go, and the effect on the value of the business — delivered as a plain-English risk report and roadmap.
 - Knowledge Capture & Systems: sit with your best people, draw out the judgment in their heads, and build it into documented, trained systems the whole crew can run. No need to clean up decades of spreadsheets first.
-- System Care (Continuity Partner): a recurring retainer that keeps your tools running on a Canadian sovereign server, captures the next key person before they leave, and folds in new tech worth using.
+- System Care (Continuity Partner): a recurring retainer — a continuity partner who keeps your tools running and current, captures the next key person before they leave, and folds in new tech worth using. Hosting and infrastructure handled; Canadian hosting available end-to-end if data residency matters to your business.
 
 ## Who it's for
 Canadian building-materials and manufacturing businesses — often selling through dealer or distributor networks — where revenue rides on one or two senior people who are near retirement, with no successor lined up.
@@ -13,6 +13,6 @@ Canadian building-materials and manufacturing businesses — often selling throu
 ## Key facts
 - Founder and lead practitioner: Michael Victory. The person you talk to is the person doing the work.
 - Based in British Columbia, Canada; serves clients Canada-wide.
-- Everything built for you, you own — hosted in Canada (data sovereignty), no lock-in, cancel anytime.
+- Everything built for you, you own — no lock-in, cancel anytime. Canadian data residency available if it matters to your business.
 - The human / change-management side is the sister practice, [Open Communications](https://www.opencommunications.consulting/).
 - Contact: michael@opencommunications.consulting · 778-985-OPEN (6736)
diff --git a/og-card.png b/og-card.png
index 5e8ee37..4b20f9f 100644
Binary files a/og-card.png and b/og-card.png differ
diff --git a/og-card.svg b/og-card.svg
index 0aa0941..8fa5026 100644
--- a/og-card.svg
+++ b/og-card.svg
@@ -1,23 +1,23 @@
 <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 1200 630" width="1200" height="630">
-  <!-- Shop Wisdom — social share card (1200x630). Rasterize to og-card.png to enable. -->
+  <!-- ShopWisdom — social share card (1200x630). Rasterize to og-card.png to enable. -->
   <rect width="1200" height="630" fill="#faf7f2"/>
-  <rect x="0" y="0" width="1200" height="6" fill="#e89b1c"/>
+  <rect x="0" y="0" width="1200" height="6" fill="#1660c4"/>
 
   <!-- wordmark -->
   <text x="80" y="120" font-family="'DM Sans', system-ui, sans-serif" font-size="34" font-weight="700" letter-spacing="1">
-    <tspan fill="#0f1729">Shop</tspan><tspan fill="#e89b1c">Wisdom</tspan>
+    <tspan fill="#0f1729">Shop</tspan><tspan fill="#1660c4">Wisdom</tspan>
   </text>
 
   <!-- eyebrow -->
-  <text x="82" y="280" font-family="'DM Sans', system-ui, sans-serif" font-size="21" letter-spacing="4" fill="#7a6f5d">FOR CANADIAN MANUFACTURERS &amp; PRODUCTION SHOPS</text>
+  <text x="82" y="280" font-family="'DM Sans', system-ui, sans-serif" font-size="21" letter-spacing="4" fill="#7a6f5d">FOR CANADIAN MANUFACTURERS WITH PRODUCTION SHOPS</text>
 
   <!-- headline -->
   <text x="78" y="362" font-family="'DM Serif Display', Georgia, 'Times New Roman', serif" font-size="66" fill="#0f1729">Your best people are retiring.</text>
-  <text x="78" y="442" font-family="'DM Serif Display', Georgia, 'Times New Roman', serif" font-size="66" font-style="italic" fill="#0f1729">Their know-how <tspan fill="#e89b1c">doesn&#8217;t have to.</tspan></text>
+  <text x="78" y="442" font-family="'DM Serif Display', Georgia, 'Times New Roman', serif" font-size="66" font-style="italic" fill="#0f1729">Their know-how <tspan fill="#1660c4">doesn&#8217;t have to.</tspan></text>
 
   <!-- footer band -->
   <rect x="0" y="558" width="1200" height="72" fill="#0f1729"/>
-  <circle cx="94" cy="595" r="7" fill="#e89b1c"/>
+  <circle cx="94" cy="595" r="7" fill="#1660c4"/>
   <text x="116" y="603" font-family="'DM Sans', system-ui, sans-serif" font-size="22" letter-spacing="2" fill="#faf7f2">shopwisdom.ca</text>
-  <text x="1120" y="602" text-anchor="end" font-family="'DM Sans', system-ui, sans-serif" font-size="17" letter-spacing="3" fill="#9aa3b2">HOSTED IN CANADA</text>
+  <text x="1120" y="602" text-anchor="end" font-family="'DM Sans', system-ui, sans-serif" font-size="17" letter-spacing="3" fill="#9aa3b2">YOU OWN EVERYTHING</text>
 </svg>
diff --git a/seo-dashboard.html b/seo-dashboard.html
deleted file mode 100644
index 778ecea..0000000
--- a/seo-dashboard.html
+++ /dev/null
@@ -1,108 +0,0 @@
-<!DOCTYPE html>
-<html lang="en-CA">
-<head>
-<meta charset="utf-8">
-<meta name="viewport" content="width=device-width, initial-scale=1">
-<title>SEO &amp; Performance — ShopWisdom + Open Communications</title>
-<meta name="robots" content="noindex,nofollow">
-<meta name="theme-color" content="#0f1729">
-<style>
-  :root{
-    --bg:#f7f4ef; --surface:#ffffff; --surface2:#efebe3; --ink:#0f1729; --muted:#5f6675;
-    --line:rgba(15,23,41,.12); --ok-bg:#e1f5ee; --ok:#0f6e56; --warn-bg:#faeeda; --warn:#854f0b; --accent:#1660c4;
-  }
-  @media (prefers-color-scheme:dark){
-    :root{ --bg:#0f1422; --surface:#171d2e; --surface2:#1e2740; --ink:#eef1f6; --muted:#9aa3b4;
-      --line:rgba(247,244,239,.14); --ok-bg:#0e3a30; --ok:#7fe0c2; --warn-bg:#3d2f12; --warn:#f0c97a; --accent:#7fb0ef; }
-  }
-  *{box-sizing:border-box}
-  body{margin:0;background:var(--bg);color:var(--ink);font-family:-apple-system,BlinkMacSystemFont,"Segoe UI",Roboto,Helvetica,Arial,sans-serif;line-height:1.6;-webkit-text-size-adjust:100%}
-  .wrap{max-width:760px;margin:0 auto;padding:28px 18px 56px}
-  h1{font-size:1.5rem;font-weight:600;margin:0 0 4px}
-  .sub{color:var(--muted);font-size:.85rem;margin:0 0 22px}
-  .card{background:var(--surface);border:1px solid var(--line);border-radius:14px;padding:18px 20px;margin:0 0 14px}
-  .ch{font-weight:600;font-size:1rem;margin:0 0 2px}
-  .csub{color:var(--muted);font-size:.8rem;margin:0 0 14px}
-  .head{display:flex;align-items:center;gap:9px;margin-bottom:14px;flex-wrap:wrap}
-  .dot{width:9px;height:9px;border-radius:50%;background:#1d9e75;flex:none}
-  .nm{font-weight:600}.nm a{color:inherit;text-decoration:none;border-bottom:1px solid var(--line)}
-  .tag{color:var(--muted);font-size:.78rem}
-  .metrics{display:grid;grid-template-columns:1fr 1fr;gap:12px}
-  .mc{background:var(--surface2);border-radius:10px;padding:12px 14px}
-  .mc .l{font-size:.78rem;color:var(--muted)}
-  .mc .v{font-size:1.5rem;font-weight:600;margin-top:2px}
-  .mc .u{font-size:.8rem;color:var(--muted);font-weight:400}
-  .meta{font-size:.78rem;color:var(--muted);margin-top:12px;display:flex;flex-wrap:wrap;gap:6px 14px}
-  .meta .pass{color:var(--ok);font-weight:600}
-  .pills{display:flex;flex-wrap:wrap;gap:7px;margin-bottom:6px}
-  .pill{font-size:.78rem;padding:5px 10px;border-radius:8px;background:var(--ok-bg);color:var(--ok);font-weight:500}
-  .wrow{display:flex;gap:10px;padding:11px 0;border-top:1px solid var(--line);font-size:.86rem}
-  .wrow .ic{color:var(--warn);font-weight:700;flex:none}
-  .wrow b{font-weight:600}
-  ul.fixes{margin:6px 0 0;padding-left:18px}
-  ul.fixes li{margin:7px 0;font-size:.9rem}
-  .btns{display:flex;flex-wrap:wrap;gap:10px;margin-top:8px}
-  .btn{display:inline-block;font-size:.82rem;padding:9px 14px;border-radius:9px;border:1px solid var(--line);color:var(--accent);text-decoration:none;background:var(--surface2)}
-  .foot{color:var(--muted);font-size:.76rem;margin-top:20px;text-align:center;line-height:1.7}
-</style>
-</head>
-<body>
-<div class="wrap">
-  <h1>SEO &amp; performance</h1>
-  <p class="sub">shopwisdom.ca · opencommunications.consulting — live snapshot, 25 Jun 2026</p>
-
-  <div class="card">
-    <div class="head"><span class="dot"></span><span class="nm"><a href="https://shopwisdom.ca/">Shop Wisdom</a></span><span class="tag">shopwisdom.ca · live</span></div>
-    <div class="metrics">
-      <div class="mc"><div class="l">Response</div><div class="v">514 <span class="u">ms</span></div></div>
-      <div class="mc"><div class="l">Page weight</div><div class="v">37 <span class="u">KB</span></div></div>
-    </div>
-    <div class="meta"><span>1 H1</span><span>11 images</span><span>6 JS · 2 CSS</span><span class="pass">11 pass · 4 to improve</span></div>
-  </div>
-
-  <div class="card">
-    <div class="head"><span class="dot"></span><span class="nm"><a href="https://www.opencommunications.consulting/">Open Communications</a></span><span class="tag">opencommunications.consulting · live</span></div>
-    <div class="metrics">
-      <div class="mc"><div class="l">Response</div><div class="v">675 <span class="u">ms</span></div></div>
-      <div class="mc"><div class="l">Page weight</div><div class="v">31 <span class="u">KB</span></div></div>
-    </div>
-    <div class="meta"><span>1 H1</span><span>4 images</span><span>7 JS · 2 CSS</span><span class="pass">11 pass · 4 to improve</span></div>
-  </div>
-
-  <div class="card">
-    <div class="ch">SEO &amp; GEO signals</div>
-    <div class="csub">Read live from each site's HTML — same template, so these hold for both.</div>
-    <div class="pills">
-      <span class="pill">✓ HTTPS</span><span class="pill">✓ canonical</span><span class="pill">✓ index,follow</span>
-      <span class="pill">✓ lang en-CA</span><span class="pill">✓ single H1</span><span class="pill">✓ Open Graph</span>
-      <span class="pill">✓ Twitter card</span><span class="pill">✓ JSON-LD @graph</span><span class="pill">✓ sitemap.xml</span>
-      <span class="pill">✓ robots.txt</span><span class="pill">✓ llms.txt</span>
-    </div>
-    <div class="wrow"><span class="ic">!</span><div><b>Title runs long</b> — SW 76 / OC 77 chars. Google trims ~60, so the tail is cut in results.</div></div>
-    <div class="wrow"><span class="ic">!</span><div><b>Meta description runs long</b> — SW 237 chars (OC similar). Trims ~155 in search snippets.</div></div>
-    <div class="wrow"><span class="ic">!</span><div><b>No FAQ / FAQPage schema</b> — the top remaining win for rich results + AI answer citations.</div></div>
-    <div class="wrow"><span class="ic">!</span><div><b>Fonts render-blocking</b> — loaded from Google's CDN; self-hosting helps speed and sovereignty.</div></div>
-  </div>
-
-  <div class="card">
-    <div class="ch">Performance</div>
-    <div class="csub" style="margin-bottom:10px">Both are static HTML on the OVH box — fast first byte (SW 514 ms · OC 675 ms) and light pages (≤37 KB). The one real lever is the render-blocking Google-Fonts request. Full Core Web Vitals weren't captured here (PageSpeed rate-limited) — run them live:</div>
-    <div class="btns">
-      <a class="btn" href="https://pagespeed.web.dev/report?url=https%3A%2F%2Fshopwisdom.ca%2F">PageSpeed: Shop Wisdom →</a>
-      <a class="btn" href="https://pagespeed.web.dev/report?url=https%3A%2F%2Fwww.opencommunications.consulting%2F">PageSpeed: OC →</a>
-    </div>
-  </div>
-
-  <div class="card">
-    <div class="ch">Top fixes (both sites)</div>
-    <ul class="fixes">
-      <li><b>Add FAQ + FAQPage schema</b> — biggest remaining lever for rich results and AI citations.</li>
-      <li><b>Self-host the fonts</b> — removes the render-blocking Google request (speed + sovereignty).</li>
-      <li><b>Trim titles &amp; meta descriptions</b> — title under 60 chars, description under 155.</li>
-    </ul>
-  </div>
-
-  <p class="foot">Live data read from each site's served HTML + server response time.<br>Ask Claude to "refresh the SEO dashboard" to regenerate. Private page — not indexed.</p>
-</div>
-</body>
-</html>
diff --git a/sitemap.xml b/sitemap.xml
index 1998a13..6140a24 100644
--- a/sitemap.xml
+++ b/sitemap.xml
@@ -2,13 +2,13 @@
 <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">
   <url>
     <loc>https://shopwisdom.ca/</loc>
-    <lastmod>2026-06-25</lastmod>
+    <lastmod>2026-07-07</lastmod>
     <changefreq>monthly</changefreq>
     <priority>1.0</priority>
   </url>
   <url>
     <loc>https://shopwisdom.ca/continuity-audit.html</loc>
-    <lastmod>2026-06-25</lastmod>
+    <lastmod>2026-07-07</lastmod>
     <changefreq>monthly</changefreq>
     <priority>0.8</priority>
   </url>
