diff --git a/continuity-audit.html b/continuity-audit.html
index b1ec251..86cdccb 100644
--- a/continuity-audit.html
+++ b/continuity-audit.html
@@ -4,7 +4,7 @@
 <meta charset="utf-8">
 <meta name="viewport" content="width=device-width, initial-scale=1">
 <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.">
+<meta name="description" content="Find out exactly where your business 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.">
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@@ -25,7 +25,7 @@
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 <meta name="twitter:card" content="summary_large_image">
 <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.">
+<meta name="twitter:description" content="A fixed-fee diagnostic of where your business is exposed when a key person leaves — with a plain-English risk report and roadmap you keep.">
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@@ -37,9 +37,9 @@
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-      "description": "A fixed-fee diagnostic for Canadian manufacturers — a few focused hours with your team to find exactly where the business is exposed when a key person leaves: who holds the critical know-how, what it would cost you if they left, and what it's doing to the value of the business — delivered as a plain-English risk report and roadmap you keep.",
+      "description": "A fixed-fee diagnostic for manufacturers — a few focused hours with your team to find exactly where the business is exposed when a key person leaves: who holds the critical know-how, what it would cost you if they left, and what it's doing to the value of the business — delivered as a plain-English risk report and roadmap you keep.",
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@@ -99,7 +99,7 @@
   <section class="hero band light" data-bg="light">
     <div class="wrap hero-wrap"><div class="hero-col">
       <p class="eyebrow">Start here · a fixed&#8209;fee diagnostic</p>
-      <h1>Find out exactly where your shop is <em>exposed.</em></h1>
+      <h1>Find out exactly where your business is <em>exposed.</em></h1>
       <p class="lead">The Continuity Audit is the first step: a clear, honest read on whose knowledge your business depends on — and what it would cost you to lose them.</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>
@@ -174,7 +174,7 @@
     <div class="wrap narrow reveal">
       <p class="eyebrow">Start a conversation</p>
       <h2>See where you <em>stand.</em></h2>
-      <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>Start with a free fit call. Describe your business — 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—%20ShopWisdom">Email Michael</a>
diff --git a/index.html b/index.html
index 6281815..883974b 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>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.">
+<title>ShopWisdom | Keep What Your Best People Know — for Manufacturers</title>
+<meta name="description" content="Your best people are retiring. We help 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.">
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 <meta name="twitter:card" content="summary_large_image">
 <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:description" content="Knowledge continuity for manufacturers — before it walks out the door.">
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       "slogan": "Keep what your best people know.",
-      "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.",
+      "description": "Knowledge continuity for 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",
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+      "areaServed": [{ "@type": "Country", "name": "Canada" }, { "@type": "Country", "name": "United States" }],
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@@ -59,8 +59,8 @@
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       "provider": { "@id": "https://shopwisdom.ca/#organization" },
-      "areaServed": { "@type": "Country", "name": "Canada" },
-      "audience": { "@type": "BusinessAudience", "audienceType": "Canadian building-materials manufacturers with a retiring key person" },
+      "areaServed": [{ "@type": "Country", "name": "Canada" }, { "@type": "Country", "name": "United States" }],
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@@ -93,7 +93,7 @@
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       "@id": "https://shopwisdom.ca/#webpage",
       "url": "https://shopwisdom.ca/",
-      "name": "ShopWisdom | Keep What Your Best People Know — for Canadian Manufacturers",
+      "name": "ShopWisdom | Keep What Your Best People Know — for Manufacturers",
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@@ -144,7 +144,7 @@
     <div class="wrap hero-wrap"><div class="hero-col">
       <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">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>
+      <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 business 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>
@@ -156,8 +156,8 @@
   <section class="band dark statement" data-bg="dark" id="moment">
     <div class="motif" aria-hidden="true"></div>
     <div class="wrap narrow reveal">
-      <p class="eyebrow">The moment your shop is in</p>
-      <h2 class="statement-line">The real work runs on what lives in two or three people's heads. And those heads are <em>heading for the door.</em></h2>
+      <p class="eyebrow">The moment your business is in</p>
+      <h2 class="statement-line">The real work runs on what lives in two or three people's heads. And those heads are <em>moving on.</em></h2>
       <p>The veteran who knows how a quote really comes together, which customer needs what, the pricing call nobody else can make — it's never been written down. Here's the part nobody likes to say out loud: a business that lives in a few people's heads is worth less the day you go to sell it. Buyers see the risk even when you don't. So do your best customers — the first time a job goes sideways after someone walks out the door.</p>
       <p class="emph">This isn't a technology problem. It's a continuity problem — and it's fixable.</p>
     </div>
@@ -192,14 +192,14 @@
   <section class="band light" data-bg="light" id="work">
     <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. 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>
+      <h2>Keep what they know. <em>Then</em> build it into the business.</h2>
+      <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. 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>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>
+          <p class="outcome">You walk away knowing where your business 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">
@@ -212,7 +212,7 @@
           <span class="step-k">Keep it handled · Recurring</span>
           <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>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 moves on, 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>
@@ -224,7 +224,7 @@
     <div class="wrap reveal">
       <p class="eyebrow">Client results</p>
       <h2>What "build it into a system" <em>actually</em> looks like.</h2>
-      <p class="section-intro">Real projects for real Canadian shops — the before and after of taking knowledge that lived in a spreadsheet (and one person's head) and turning it into a tool the whole team can use.</p>
+      <p class="section-intro">Real projects for real manufacturers — the before and after of taking knowledge that lived in a spreadsheet (and one person's head) and turning it into a tool the whole team can use.</p>
       <div class="cases">
 
         <div class="case">
@@ -282,7 +282,7 @@
     <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 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>
+      <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 teams 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 team 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 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>
@@ -301,7 +301,7 @@
         </li>
         <li>
           <h3>A paid discovery session</h3>
-          <p>If there's a fit, a focused 90&#8209;minute working meeting where we map the real problem, decide what's worth solving first, and outline what a solution looks like. You leave with a written recommendation — whether or not we work together further.</p>
+          <p>If there's a fit, a focused 90&#8209;minute working meeting where we map the real problem, decide what's worth solving first, and outline what a solution looks like. You leave with a written recommendation — whether or not we work together further. Fixed fee, agreed up front — and if a project follows, it comes off the bill.</p>
         </li>
         <li>
           <h3>A fixed&#8209;scope proposal</h3>
@@ -320,9 +320,9 @@
       <p class="eyebrow">About</p>
       <h2>The person you'll <em>actually</em> be working with.</h2>
       <p class="about-name">Michael Victory — ShopWisdom</p>
-      <p>I've spent 25 years inside small and mid&#8209;sized businesses — including 13 building long&#8209;term partnerships across a dealer network, and the last several years helping non&#8209;technical people use modern tools well. I know what it looks like when good people are slowed down by tools that were never built for how they work — and what it costs a shop when the person who knew how everything ran finally retires.</p>
+      <p>I've spent 25 years inside small and mid&#8209;sized businesses — including 13 building long&#8209;term partnerships across a dealer network, and the last several years helping non&#8209;technical people use modern tools well. I know what it looks like when good people are slowed down by tools that were never built for how they work — and what it costs a business when the person who knew how everything ran finally retires.</p>
       <p>I started this practice because I kept seeing the same gap: the distance between what a business actually needs and what technology vendors were willing to build honestly and affordably. Most consultants either over&#8209;engineer the solution or under&#8209;explain the cost. I've been on the receiving end of both.</p>
-      <p>I use modern tools — including AI — to build faster and cheaper than traditional development, and I'll always tell you how something was built and what it can't do. No mystification, no inflated promises. And I'll tell you if you don't need me. That conversation costs nothing and saves everyone time.</p>
+      <p>I use modern tools — including AI — to build faster and cheaper than traditional development, and I'll always tell you how something was built and what it can't do. No mystification, no inflated promises. And I'd rather tell you that you don't need me than sell you something you won't use — that judgment is what the discovery session is for, and the written recommendation is yours to keep either way.</p>
     </div>
   </section>
 
@@ -334,7 +334,7 @@
       <ul class="notfor">
         <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>Shopping for a Super Bowl AI strategy or an AI pilot project.</strong> No hype, no transformation slides, no buzzwords — and no pilots that quietly die in IT. 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 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>
@@ -344,13 +344,13 @@
   <section class="band light contact" data-bg="light" id="contact">
     <div class="wrap narrow reveal">
       <p class="eyebrow">Start a conversation</p>
-      <h2>Your know&#8209;how built this shop. Let's make sure it <em>stays</em> in it.</h2>
+      <h2>Your know&#8209;how built this business. Let's make sure it <em>stays</em> in it.</h2>
       <p>No pitch, no proposal until we've had a real conversation. Describe the friction — even roughly. The more context you share, the more useful our first call will be.</p>
 
       <form class="lf" data-endpoint="https://n8n.shopwisdom.ca/webhook/lead" data-source="shopwisdom" novalidate>
         <div class="lf-progress" aria-hidden="true"><span class="lf-dot is-active"></span><span class="lf-dot"></span><span class="lf-dot"></span></div>
         <fieldset class="lf-step is-active" data-step="1">
-          <legend class="lf-q">What's the situation in your shop?</legend>
+          <legend class="lf-q">What's the situation in your business?</legend>
           <div class="lf-choices">
             <label class="lf-choice"><input type="radio" name="topic" value="A key person is retiring soon" required> A key person is retiring soon</label>
             <label class="lf-choice"><input type="radio" name="topic" value="Know-how lives in a few heads"> Know-how lives in just a few heads</label>
diff --git a/llms.txt b/llms.txt
index 241a39f..cda75d8 100644
--- a/llms.txt
+++ b/llms.txt
@@ -1,6 +1,6 @@
 # ShopWisdom
 
-> 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.
+> ShopWisdom helps 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.
@@ -8,11 +8,11 @@
 - 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.
+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.
 
 ## 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.
+- Based in British Columbia, Canada; serves clients across North America.
 - 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 4b20f9f..2c99772 100644
Binary files a/og-card.png and b/og-card.png differ
diff --git a/og-card.svg b/og-card.svg
index 8fa5026..9aacb98 100644
--- a/og-card.svg
+++ b/og-card.svg
@@ -9,7 +9,7 @@
   </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 WITH 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 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>