# Valley Tree Care wireframes: SEO and decision notes

Prepared September 23, 2026 for Teamwork task https://bigmarlingroup2.teamwork.com/app/tasks/27232241, narrowed to five pages: Home, Tree Planting, Tree Trimming, Tree Removal and Irrigation. These are review artifacts only. Nothing was published, no WordPress page was edited, no form was submitted and nobody was contacted.

## 1. What is in the package

| File | What it is |
|---|---|
| index.html | Review index with a live preview and key facts for each page |
| home.html | Home wireframe (Phase 1) |
| tree-planting.html | Tree Planting wireframe (Phase 1) |
| tree-trimming.html | Tree Trimming wireframe (Phase 2) |
| tree-removal.html | Tree Removal wireframe (Phase 2) |
| irrigation.html | Irrigation wireframe (Phase 2) |
| SEO-and-Decision-Notes.md | This file |
| README.md | How to open and review |
| original-tree-disease-mockup.html | The original Tree Disease page mockup, unchanged. The visual and component source for all five pages; not a source of facts |

Every page is one self-contained HTML file. CSS and JavaScript are inlined, so the pages open by double-clicking with no server or build step. Fonts load from Google Fonts when online and fall back to system fonts offline.

**How to read a wireframe.** Regular text is proposed copy. Boxed, bracketed, monospace text such as `[HOURS TO CONFIRM]` is an evidence placeholder: a fact the client must supply or approve before the copy can ship. Small monospace labels such as "Proof rule" or "Publishing rule" are reviewer annotations and are not production copy. The dark bar at the very top ("Wireframe for review") exists only in the prototype.

## 2. Local review links vs production URLs

The five pages link to each other through local files so the set can be clicked through offline. In production, each local link becomes the existing URL below. No URL changes are proposed.

| Local review link | Intended production URL |
|---|---|
| home.html | https://www.valleytreecare.com/ |
| tree-planting.html | https://www.valleytreecare.com/tree-planting/ |
| tree-trimming.html | https://www.valleytreecare.com/tree-trimming/ |
| tree-removal.html | https://www.valleytreecare.com/tree-removal/ |
| irrigation.html | https://www.valleytreecare.com/irrigation/ |

Out-of-scope destinations already point to their live URLs: Plant Health Care (https://www.valleytreecare.com/plant-health-care-phoenix/), Emergency Tree Work (https://www.valleytreecare.com/emergency-tree-work/), Tree Care in Phoenix (https://www.valleytreecare.com/tree-care-phoenix/), About, Contact (canonical HTTPS route https://www.valleytreecare.com/contact-us/) and Privacy Policy. In-page anchors: `#evaluate` (hero form), `#request` (closing form, also the target of the mobile "Free Evaluation" button), `#emergency` (Trimming) and `#stump` (Removal).

Phone links use `tel:+16235870606`. The Trimming page also shows the separately published emergency line `tel:+14807794009`, flagged for confirmation.

## 3. Proposed titles, descriptions and H1s

| Page | Production URL | Local review file | H1 | Proposed SEO title (chars) | Proposed meta description (chars) |
|---|---|---|---|---|---|
| Home | https://www.valleytreecare.com/ | home.html | Tree Doctors in Phoenix, AZ | Trusted Tree Doctors in Phoenix Arizona - Valley Tree Care (58) | Tree doctors in Phoenix, AZ. We find what's wrong with your trees and plan their care, plus trimming, removal, planting and irrigation. Request a free evaluation. (162) |
| Tree Planting | https://www.valleytreecare.com/tree-planting/ | tree-planting.html | Tree Planting in Phoenix, AZ | Tree Planting in Phoenix, AZ - Valley Tree Care (47) | Plan a new or replacement tree in Phoenix. We check sun, soil and irrigation, plant at the right depth and spacing, and clean up. Request a free evaluation. (156) |
| Tree Trimming | https://www.valleytreecare.com/tree-trimming/ | tree-trimming.html | Tree Trimming in Phoenix, AZ | Tree Trimming & Pruning in Phoenix, AZ - Valley Tree Care (57) | Tree trimming and pruning in Phoenix: shaping, thinning, crown reduction and deadwood removal planned for each tree, with cleanup. Request a free evaluation. (157) |
| Tree Removal | https://www.valleytreecare.com/tree-removal/ | tree-removal.html | Tree Removal in Phoenix, AZ | Tree Removal & Stump Grinding in Phoenix, AZ - Valley Tree Care (63) | Tree removal in Phoenix with an onsite assessment, a clear plan and cleanup. Stump grinding is available as an option. Request a free removal evaluation. (153) |
| Irrigation | https://www.valleytreecare.com/irrigation/ | irrigation.html | Irrigation Repair and Installation in Phoenix, AZ | Irrigation Repair & Installation in Phoenix, AZ - Valley Tree Care (66) | Irrigation repair, installation and maintenance in Phoenix. We check your drip or sprinkler system, then fix it or plan a new one. Request a free evaluation. (157) |

Notes:
- The homepage title and H1 are unchanged. On September 23 the homepage ranked organic #1 for "valley tree care" and organic #2 for "tree doctors phoenix" in a live Phoenix desktop check, so the baseline is protected.
- The homepage meta description is rewritten only to remove "#1", which the brief does not allow.
- Character counts are editing aids, not Google display limits. Google may rewrite any title or snippet.
- The Removal title names stump grinding because the current Removal page offers it as an optional service. If the client prefers a shorter title, use `Tree Removal in Phoenix, AZ - Valley Tree Care` (46).
- H1s are written in title case in the HTML and shown in capitals by CSS, matching the reference kit. The production H1 text is the title-case version.

## 4. Sources and boundaries

- **Visual authority:** Tree-Disease-Page-Mockup.html (Wireframe Graphite kit). Used for style and components only, not for facts. Its treatment claims, review count, text-a-photo promise, guarantees and species advice were not copied.
- **Keyword data:** Keyword-Research.md. DataForSEO Google Ads search-volume API, retrieved September 23, 2026, Phoenix city targeting, English, search partners excluded, average monthly searches for September 2025 to August 2026. These are Phoenix estimates, not the whole Valley, and not traffic or leads. Close variants can share one estimate, so they must not be added together. Paid competition is not SEO difficulty.
- **Current site copy:** September 23 captures of the five live pages, the About page and the PHC page (from the same-day SEO audit). Used for the published process steps, offers, service descriptions, family history and the two verbatim testimonials.
- **Offer framework:** value-equation thinking (clear outcome, believable delivery, less delay and effort). No wording from or implied endorsement by Alex Hormozi or Acquisition.com.
- **Not used:** Google Search Console (unavailable), invented demand figures, competitor names, internal budgets.

## 5. Decisions that apply to all five pages

**Visual system**
- The reference kit CSS is copied verbatim (about 1,950 lines) into every page. A short, labeled "VTC page layer" follows it. Nothing in the kit was restyled.
- The page layer fixes defects measured in the reference itself at 390px: (1) its nav links were unreachable on phones because the file depends on a `mobile-nav.js` that is not included, so a real menu button now ships in the markup; (2) the mobile layer doubled the side gutter to 32px in the hero, CTA band and footer; (3) the "sticky" bar was not actually pinned. It is now fixed to the bottom on phones with safe-area padding and matching page padding, so it never covers content.
- Additions built from kit tokens only: the evidence placeholder style, the demo form status line, the service chooser tile, before/after caption facts, the city list and a 2x2 rule for four-item grids.
- Monospace is limited to labels, form labels (as in the reference), evidence slots and annotations. No photos, gradients, shadows or rounded corners were added.

**Offers and CTAs**
- Each page uses its existing, service-matched free evaluation as the only offer, repeated in the hero, at a mid-page decision point and in the closing section. Mobile adds a bottom bar with "Free Evaluation" (scrolls to the page's closing form) and "Call" (real tel link).
- Every page states what the evaluation is and what it is not. No page promises free treatment, free planting materials, free soil testing, a written report or an ongoing plan.
- No bonuses, guarantees, discounts, financing, prices, response times or availability promises appear in customer-facing copy. Optional ideas are listed per page below and need approval first.

**Forms**
- Concise evaluation form: name, phone, service-area ZIP, optional email, optional problem description with a page-specific prompt. Home adds a service selector.
- Forms are inert. Submitting shows "Demo only - no request sent". No data is sent anywhere, and the only network requests the pages make are for fonts.
- Property address and photo upload were left out of step one. Either could be an optional second step; see the Home optional concepts.

**Proof**
- Only the About-page history (roots in 1996, three generations, 25+ years) and the two verbatim homepage testimonials are used as finished proof.
- The Google rating is a placeholder on every page because the two available figures conflict (4.8 from 900+ in the September 23 capture, 1,200+ in the older mockup).
- ISA arborist credentials and the licensed-and-insured claim are shown as unfinished evidence slots, never as completed badges.
- The Tim H. testimonial contains the typo "Vally Tree Care". It is kept verbatim. Correct it only with the reviewer's permission.

**SEO and accessibility**
- One H1 per page and no skipped heading levels. Target topics appear naturally in the title, H1, opening copy and relevant sections. No "near me" in headings, no keyword volumes in visible copy.
- No FAQ schema, review markup or new LocalBusiness data was added.
- Semantic landmarks, a skip link, real labels on every field, visible focus rings, `<details>` accordions that work without JavaScript, a menu button with `aria-expanded`, Escape to close and the page behind the menu made inert while it is open. Buttons and menu links are at least 44px tall.
- Image slots are decorative wireframe drawings. Production alt text must describe the actual photo, not carry keywords.

**Staging safeguard**
- Every prototype file carries `<meta name="robots" content="noindex,nofollow">`. This is a staging safeguard only. **Do not carry it to the approved production pages.**

## 6. Page notes

### Home

**Buyer:** a Phoenix-area homeowner worried about a tree's health, plus visitors looking for a specific service.

**Target terms (Phoenix estimated monthly searches):** preserve the brand and tree-doctor positioning: valley tree care (320), tree doctors phoenix (10), tree doctor (10), tree doctor near me (10). Supporting: arborist phoenix (140), tree service phoenix (110), tree care phoenix (10). The page is not retargeted to a higher-volume term.

**Keyword-to-section map**

| Section | Terms and intent |
|---|---|
| Title + H1 (unchanged) | tree doctors phoenix, valley tree care |
| Hero lede, support copy, offer | tree health, Phoenix family business, free tree health evaluation |
| Proof strip | brand trust (history, experience, rating slot) |
| What do you need help with? | tree service phoenix, routes to PHC, trimming, removal, planting, irrigation (Planting now visible) |
| Our tree health process | Observe, Plan, Implement, Manage, framed as tree health only |
| What is tree health diagnostics? | tree doctors, diagnosis intent, handed to PHC for depth |
| Expertise slot | arborist phoenix, only after credentials are verified |
| Tree care results + What customers say | tree care phoenix, proof |
| Serving Phoenix and the Valley | Phoenix plus 30 published communities |

**Offer note**
- Desired outcome: know what is wrong with a tree and what it needs, and keep a tree they value.
- Main hesitation: paying for treatment that may not help, or being pushed toward work they do not need.
- Confidence evidence: family history since 1996, two real customer stories (one honestly says a palm could not be saved), before/after pairs with facts, rating and credentials once verified.
- How the first step reduces effort: one short form or call, a technician looks at the trees, explains the cause and recommends a plan. The customer chooses the whole plan, part of it or none.
- Confirmed offer: Free Tree Health Evaluation.
- Optional concepts needing approval (not in copy): a short written summary with photos after the evaluation; an included follow-up check for customers who buy a treatment plan; an optional photo upload as a second form step for scheduling triage only, never as a diagnosis.

**Errors and risks addressed:** "#1" removed from the description; the old closing promise of a "permanent solution" and the HOA/eyesore framing were not carried over; Planting and Irrigation are both reachable from the service chooser.

### Tree Planting

**Buyer:** wants a new or replacement tree and worries about placement, desert conditions, early decline and care.

**Target terms:** primary tree planting phoenix (10). Supporting: tree planting (30), tree planting service (10), tree planting service near me (10), tree planting services phoenix (10), tree replacement service (10), shade tree planting (0 reported), tree installation phoenix (no estimate returned). Excluded: tree transplanting phoenix (no estimate returned, and transplanting is not an established service).

**Keyword-to-section map**

| Section | Terms and intent |
|---|---|
| Title + H1 | tree planting phoenix |
| Hero | replacement tree, shade, desert conditions, free planting evaluation |
| What are you planting for? | shade tree planting, tree replacement service |
| What we look at during your planting evaluation | tree planting service (sun, soil, irrigation, goals) |
| Our tree planting process | tree installation (depth, spacing, position), cleanup |
| What's included | tree planting services scope, separate services, items to confirm |
| Planning around a new tree | links to Irrigation, PHC, Removal |
| FAQ | timing, preparation, watering, cost factors, removal first, tree supply |
| Service area | Phoenix plus Valley (near-me intent served by locality, not literal phrases) |

**Offer note**
- Desired outcome: a tree that suits the spot and gets a good start; future shade or a replacement for a lost tree.
- Main hesitation: choosing the wrong tree or spot, early decline, and not knowing what is included.
- Confidence evidence: the published planting process (correct depth, spacing and position), the four site factors, a real planting project slot and the family history.
- How the first step reduces effort: one onsite visit covers sun, soil, irrigation and goals, and removal or irrigation changes are available from the same company.
- Confirmed offer: Free Planting Evaluation. The copy states that trees, materials and planting are not part of the free evaluation.
- Optional concepts needing approval (not in copy): an establishment check-in visit after planting; written watering instructions with every planting; a combined planting-plus-irrigation evaluation. Any warranty idea stays out until approved.

**Errors fixed:** the page now has an H1; the unfinished introduction ("Our professional tree planting team in helps...") is rewritten; the irrigation maintenance paragraph under "Enhanced Landscape Value" is gone; the mobile irrigation benefits and trimming instructions are gone; the planting process shows at every width because desktop and mobile share one content source. The generic title "Tree Planting | Happy Trees, Happy People!" is replaced.

### Tree Trimming

**Buyer:** sees overgrowth, dead branches, clearance problems or poor shape, and wants appropriate work and a tidy property.

**Target terms:** primary tree trimming phoenix (170). Supporting: tree pruning phoenix (170), tree trimming (260), tree trimming near me (170), tree pruning (50), tree trimming cost (20). Species topics, only once confirmed: palm tree trimming (140), mesquite tree trimming (70), palo verde tree trimming (30), citrus tree pruning (10).

**Keyword-to-section map**

| Section | Terms and intent |
|---|---|
| Title + H1 | tree trimming phoenix; title adds pruning |
| Signs it's time for a trimming assessment | overgrowth, deadwood, clearance, shape |
| Tree trimming and pruning services | tree pruning phoenix, shaping, thinning, crown reduction, deadwood removal |
| How a trimming job works | assessment, precision trimming, thinning/shaping as needed, cleanup |
| Trimming palms, desert trees and citrus | palm tree trimming, mesquite, palo verde, citrus (panels hold no claims until confirmed) |
| A recent trimming job | proof slot |
| FAQ | timing/frequency, scope, cleanup, tree trimming cost, palms, health or removal |
| Emergency callout | emergency route to the existing page |
| Related tree services | PHC, Removal |

**Offer note**
- Desired outcome: trees that look right and clear the house and walkways, without over-cutting, and a clean yard afterward.
- Main hesitation: over-pruning, mess, cost, and whether the crew understands the species.
- Confidence evidence: a stated purpose for each service type, "no single schedule suits every tree", confirmed cleanup, a documented job slot and a credentials slot.
- How the first step reduces effort: one inspection produces a trimming plan based on what the customer wants.
- Confirmed offer: Free Tree Trimming Evaluation.
- Optional concepts needing approval (not in copy): a written plan listing which branches come out and why; a seasonal maintenance reminder; the mulch option (published on the current page, flagged to confirm).

**Errors fixed:** no repeated mobile process block; the mobile grammar error ("skilled and arborists") does not exist in the new copy; "#1" removed from the description; no storm-proof or hazard-free promises; emergency routing is separated and flagged.

### Tree Removal

**Buyer:** has an unwanted, declining or possibly hazardous tree and worries about damage, complexity, hidden extras and what is left afterward.

**Target terms:** primary tree removal phoenix (210). Supporting: tree removal (140), tree removal near me (110), tree removal cost (30), stump grinding (260), stump grinding phoenix (30), stump removal (40), emergency tree removal phoenix (10, linked to the existing emergency page). Held back: palm tree removal (20) until palm removal scope is confirmed.

**Keyword-to-section map**

| Section | Terms and intent |
|---|---|
| Title + H1 | tree removal phoenix; title adds stump grinding |
| Is removal the right call? | removal situations, with PHC and trimming alternatives visible |
| What shapes the job and the estimate | tree removal cost factors (no prices) |
| Our tree removal process | consultation, work plan, removal, agreed cleanup |
| Stump grinding: an optional add-on | stump grinding, stump removal, not full root excavation |
| A recent removal | project, license/insurance and credentials slots |
| FAQ | stump inclusion, wood/chips, cost, preparation, permits/utilities, replanting, emergency |
| Other options for your tree | PHC, Trimming, Planting, Emergency |

**Offer note**
- Desired outcome: the tree gone safely, clear space and a known scope.
- Main hesitation: damage to the property, surprise extras (stump, haul-away) and doubt about whether removal is necessary.
- Confidence evidence: a plan of action and estimate (published on the current page), stump grinding shown as optional, alternatives offered, a license/insurance slot and a removal project slot.
- How the first step reduces effort: one visit produces a plan and estimate, and replanting, trimming or treatment are available in-house.
- Confirmed offer: Free Tree Removal Evaluation, including an estimate (the current page offers a free estimate/quote).
- Optional concepts needing approval (not in copy): an itemized estimate with removal, stump grinding and haul-away on separate lines (may already be practice); a "save or remove" second-opinion framing tied to the PHC evaluation.

**Errors fixed:** the canonical HTTPS contact route replaces legacy HTTP links; "affordable pricing" and absolute safety wording are gone; licensed and insured moved to a verification slot; no promise that damage is impossible or that removal is always right.

### Irrigation

**Buyer:** sees dry plants, leaks, uneven watering or a broken system; another buyer needs a new system or maintenance.

**Target terms:** primary irrigation repair phoenix (30), while keeping installation and maintenance coverage. Supporting: irrigation repair near me (170), sprinkler repair phoenix (110), sprinkler repair (90), irrigation repair (50), sprinkler system installation (40), drip irrigation repair (30), irrigation installation (20), irrigation installation phoenix (10), irrigation maintenance (10), irrigation specialist (10), irrigation services phoenix (10), drip irrigation installation (10). Sprinkler systems are named on the live page (mobile version), so sprinkler copy is supported.

**Keyword-to-section map**

| Section | Terms and intent |
|---|---|
| Title + H1 | irrigation repair phoenix, irrigation installation |
| Signs your irrigation needs attention | symptoms, with no diagnosis from a symptom alone |
| Repair, install or maintain | sprinkler repair, irrigation repair, sprinkler system installation, irrigation maintenance |
| Our irrigation process | assessment, plan, installation or repair, maintenance when included |
| Drip, sprinklers and smart systems | drip irrigation repair/installation, sprinkler systems, smart systems (brands to confirm) |
| Watering is part of tree care | links to Planting and PHC, no savings figures |
| A recent irrigation fix | diagnostic example slot |
| FAQ | repair vs replace, drip vs sprinklers, evaluation scope, maintenance, seasonal schedule, cost factors |
| Watering guide | secondary education block, below the service decision content |

**Offer note**
- Desired outcome: plants get the right water, without leaks or dry spots, from a system that works.
- Main hesitation: paying for a new system when a repair would do, not knowing the cause, and disruption to the yard.
- Confidence evidence: diagnose-first copy, three clear routes, the published process and a real diagnostic example slot.
- How the first step reduces effort: one evaluation checks layout, soil, plants and the system, then recommends repair, installation or maintenance.
- Confirmed offer: Free Irrigation Evaluation.
- Optional concepts needing approval (not in copy): a maintenance plan with a set visit schedule; a seasonal schedule-reset visit. The watering guide stays education only and never a condition of booking.

**Errors fixed:** generic title and description replaced; all trimming and branch-disposal copy removed; process and benefits show at every width; the watering guide sits below the service content with an outline button, so it does not compete with the evaluation CTA; the unsupported "save money on water bills" claim is gone.

## 7. Evidence placeholders by page

Every bracketed placeholder in the visible copy is listed here, generated from the HTML at build time. The build fails if a placeholder is added without an explanation.

### Home (home.html): 10 unique placeholders

| Placeholder | Times shown | Owner | Why it is a placeholder / what resolves it |
|---|---:|---|---|
| `[CURRENT GOOGLE RATING + REVIEW COUNT TO VERIFY]` | 4 | BMG, from the live Google Business Profile | The Sept 23 site capture shows 4.8 stars from 900+ reviews; the older wireframe says 1,200+. They conflict, so neither is used. Check the Google profile directly on the day copy is approved and enter the rating, count and date checked. |
| `[RATING]` | 1 | BMG, from the live Google Business Profile | Large stat number in the Home proof strip. Same source and rule as the rating/review-count placeholder. |
| `[ISA CERTIFIED ARBORIST NAMES + CREDENTIAL NUMBERS TO VERIFY]` | 1 | Client, then BMG verifies on the ISA credential lookup | Only the emergency page mentions ISA Certified Arborists; names, numbers and current status were not verified. Needed before any 'certified arborist' claim, and before targeting 'arborist phoenix' in visible copy. |
| `[SPECIES]` | 2 | Client | Caption field for a real project photo. Fill from the actual job record; leave the photo out if the facts are unknown. |
| `[PROBLEM FOUND]` | 2 | Client | Home before/after caption. The existing homepage labels only say Unhealthy Tree / Healthy Tree; the actual diagnosis for each photo pair is unknown. |
| `[TREATMENT APPLIED]` | 2 | Client | Home before/after caption. What was actually done to that tree. |
| `[TIME BETWEEN PHOTOS]` | 2 | Client | Home before/after caption. Without the timeframe, a before/after implies a speed of recovery nobody has confirmed. |
| `[LINK TO GOOGLE REVIEWS PROFILE TO VERIFY]` | 1 | BMG | A link lets visitors check reviews themselves. The profile URL was not supplied in the brief. |
| `[RESPONSE TIME TO CONFIRM]` | 1 | Client | Who calls back and how quickly is unknown. No response time, same-day or next-day promise may be shown until the client states one they can keep. Delete the placeholder if they would rather not commit to one. |
| `[HOURS TO CONFIRM]` | 2 | Client | Business hours are not published in the brief. Shown in the contact block and footer. |

### Tree Planting (tree-planting.html): 15 unique placeholders

| Placeholder | Times shown | Owner | Why it is a placeholder / what resolves it |
|---|---:|---|---|
| `[CURRENT GOOGLE RATING + REVIEW COUNT TO VERIFY]` | 2 | BMG, from the live Google Business Profile | The Sept 23 site capture shows 4.8 stars from 900+ reviews; the older wireframe says 1,200+. They conflict, so neither is used. Check the Google profile directly on the day copy is approved and enter the rating, count and date checked. |
| `[CONFIRM: DOES VTC SUPPLY THE TREE, AND WHICH SPECIES AND SIZES?]` | 2 | Client | Tree supply is on the brief's unknown list. Planting copy says only that we will discuss tree ideas; it must not promise sourcing, species or sizes. |
| `[CONFIRM WHAT AFTERCARE IS INCLUDED, IF ANY: WATERING INSTRUCTIONS, FOLLOW-UP VISIT, STAKING, WARRANTY]` | 1 | Client | Aftercare inclusions are unknown. The current page implies establishment support ('reduce transplant shock'), but nothing confirms what is included, so the block is conditional. |
| `[SPECIES + SIZE AT PLANTING]` | 1 | Client | Planting project caption. Must come from a real planting job, not a tree health job. |
| `[CITY + WHERE IN THE YARD]` | 1 | Client | Planting project caption. Location context for the planting example. |
| `[WHY THE CUSTOMER PLANTED]` | 1 | Client | Planting project caption. Ties the example to a buyer goal (shade, replacement). |
| `[MONTH + YEAR]` | 1 | Client | Planting project caption. When the tree went in. |
| `[TREE SUPPLY: VTC, CUSTOMER OR EITHER]` | 1 | Client | Scope card on Planting. Same unknown as the tree supply FAQ. |
| `[AVAILABLE SPECIES + SIZES]` | 1 | Client | Scope card on Planting. Species/size range is not confirmed. |
| `[MATERIALS INCLUDED: SOIL AMENDMENT, MULCH, STAKES]` | 1 | Client | Scope card on Planting. No planting materials are confirmed as included. |
| `[AFTERCARE + ANY WARRANTY]` | 1 | Client | Scope card on Planting. No warranty or aftercare is confirmed; none is offered in customer copy. |
| `[ARBORIST REVIEW: SEASONAL PLANTING GUIDANCE]` | 1 | Client arborist | The FAQ gives cautious general guidance only. A VTC arborist should approve or replace it before publishing. |
| `[ARBORIST REVIEW + CONFIRM WHETHER VTC GIVES WRITTEN WATERING INSTRUCTIONS]` | 1 | Client arborist | New-tree watering answer avoids amounts and schedules. Needs arborist sign-off, and a yes/no on whether customers receive written instructions. |
| `[RESPONSE TIME TO CONFIRM]` | 1 | Client | Who calls back and how quickly is unknown. No response time, same-day or next-day promise may be shown until the client states one they can keep. Delete the placeholder if they would rather not commit to one. |
| `[HOURS TO CONFIRM]` | 2 | Client | Business hours are not published in the brief. Shown in the contact block and footer. |

### Tree Trimming (tree-trimming.html): 16 unique placeholders

| Placeholder | Times shown | Owner | Why it is a placeholder / what resolves it |
|---|---:|---|---|
| `[CURRENT GOOGLE RATING + REVIEW COUNT TO VERIFY]` | 2 | BMG, from the live Google Business Profile | The Sept 23 site capture shows 4.8 stars from 900+ reviews; the older wireframe says 1,200+. They conflict, so neither is used. Check the Google profile directly on the day copy is approved and enter the rating, count and date checked. |
| `[CONFIRM MULCHING OPTION IS STILL OFFERED]` | 1 | Client | The current Trimming page says trimmed branches can be used as mulch. Kept as an 'ask about' line until the client confirms it is still offered. |
| `[CONFIRM PALM TRIMMING SCOPE: PALM TYPES, HEIGHTS, FRONDS, SEED PODS]` | 1 | Client | 'palm tree trimming' is a 140/mo Phoenix term and May 2026 paid data shows palm-trimming conversions, but palm service scope is not confirmed on the site. |
| `[CONFIRM MESQUITE TRIMMING OFFERED + WHAT VTC WANTS TO SAY ABOUT IT]` | 1 | Client | 'mesquite tree trimming' is 70/mo in Phoenix. Species service is unconfirmed, so the panel has no claims. |
| `[CONFIRM PALO VERDE TRIMMING OFFERED + WHAT VTC WANTS TO SAY ABOUT IT]` | 1 | Client | 'palo verde tree trimming' is 30/mo in Phoenix. Species service is unconfirmed, so the panel has no claims. |
| `[CONFIRM CITRUS PRUNING OFFERED + WHAT VTC WANTS TO SAY ABOUT IT]` | 1 | Client | 'citrus tree pruning' is 10/mo in Phoenix. Species service is unconfirmed, so the panel has no claims. |
| `[SPECIES]` | 1 | Client | Caption field for a real project photo. Fill from the actual job record; leave the photo out if the facts are unknown. |
| `[CUSTOMER'S REASON: CLEARANCE, DEADWOOD, SHAPE]` | 1 | Client | Trimming example caption. Why that job was done. |
| `[SERVICE TYPES USED]` | 1 | Client | Trimming example caption. Which of shaping/thinning/crown reduction/deadwood removal were used. |
| `[CITY]` | 1 | Client | Project location caption. Optional; use only with customer permission. |
| `[ISA CERTIFIED ARBORIST NAMES + CREDENTIAL NUMBERS TO VERIFY]` | 1 | Client, then BMG verifies on the ISA credential lookup | Only the emergency page mentions ISA Certified Arborists; names, numbers and current status were not verified. Needed before any 'certified arborist' claim, and before targeting 'arborist phoenix' in visible copy. |
| `[ARBORIST REVIEW: SEASONAL TRIMMING GUIDANCE BY TREE TYPE]` | 1 | Client arborist | The timing/frequency answer deliberately avoids a universal schedule. Arborist can add approved species-level timing. |
| `[CONFIRM HAUL-AWAY IS STANDARD FOR ALL BRANCHES + DEBRIS]` | 1 | Client | Cleanup is confirmed on the current page; whether all material is hauled away by default is not. |
| `[CONFIRM EMERGENCY NUMBER, ROUTING + HOURS]` | 1 | Client | Trimming publishes 480-779-4009 for emergencies, separate from the main (623) 587-0606. The wireframe shows it as published and links to the existing emergency page, with no 24/7 or response-time promise. Confirm which number, who answers and when. |
| `[RESPONSE TIME TO CONFIRM]` | 1 | Client | Who calls back and how quickly is unknown. No response time, same-day or next-day promise may be shown until the client states one they can keep. Delete the placeholder if they would rather not commit to one. |
| `[HOURS TO CONFIRM]` | 2 | Client | Business hours are not published in the brief. Shown in the contact block and footer. |

### Tree Removal (tree-removal.html): 17 unique placeholders

| Placeholder | Times shown | Owner | Why it is a placeholder / what resolves it |
|---|---:|---|---|
| `[LICENSED + INSURED: PROOF TO VERIFY]` | 1 | Client | The current Removal page says licensed and insured, but no license type, number or insurer was verified. Not shown as a completed badge until confirmed. |
| `[CURRENT GOOGLE RATING + REVIEW COUNT TO VERIFY]` | 2 | BMG, from the live Google Business Profile | The Sept 23 site capture shows 4.8 stars from 900+ reviews; the older wireframe says 1,200+. They conflict, so neither is used. Check the Google profile directly on the day copy is approved and enter the rating, count and date checked. |
| `[GRINDING DEPTH]` | 1 | Client | How far below grade stumps are ground. Copy says only that grinding does not remove the whole root system. |
| `[WHAT HAPPENS TO THE GRINDINGS]` | 1 | Client | Left as mulch, backfilled or hauled away. Unknown, so the estimate is positioned as the place this is agreed. |
| `[STUMP GRINDING AS A STANDALONE SERVICE?]` | 1 | Client | Whether VTC grinds old stumps without a removal. 'stump grinding' is 260/mo in Phoenix, so this decides how much the Removal page should say about stumps. |
| `[SPECIES + APPROX. HEIGHT]` | 1 | Client | Removal example caption. |
| `[WHY IT WAS REMOVED + ACCESS NOTES]` | 1 | Client | Removal example caption. Shows the kind of complexity VTC handles, from a real job. |
| `[REMOVAL, STUMP, HAUL-AWAY AS QUOTED]` | 1 | Client | Removal example caption. What that job's scope actually included. |
| `[CITY]` | 1 | Client | Project location caption. Optional; use only with customer permission. |
| `[LICENSE TYPE + NUMBER AND CERTIFICATE OF INSURANCE TO VERIFY]` | 1 | Client | Supporting detail for the licensed-and-insured claim on Removal. Needs the license type/number (e.g. AZ ROC if applicable) and a current certificate of insurance. |
| `[ISA CERTIFIED ARBORIST NAMES + CREDENTIAL NUMBERS TO VERIFY]` | 1 | Client, then BMG verifies on the ISA credential lookup | Only the emergency page mentions ISA Certified Arborists; names, numbers and current status were not verified. Needed before any 'certified arborist' claim, and before targeting 'arborist phoenix' in visible copy. |
| `[REMOVAL CUSTOMER REVIEW, VERBATIM + ATTRIBUTED]` | 1 | Client / BMG | No removal-specific testimonial was found. The Home testimonials are tree health stories and must not be reused as removal proof. |
| `[CONFIRM DEFAULT HAUL-AWAY + WOOD-CHIP HANDLING]` | 1 | Client | The current Removal page says all debris and wood chips are removed, but the brief lists wood-chip inclusions as unknown. Confirm before stating it. |
| `[CLIENT ANSWER NEEDED: PERMIT + UTILITY-LINE POLICY]` | 1 | Client | Permits and utility coordination are questions, not assumed company promises. |
| `[CONFIRM EMERGENCY NUMBER, ROUTING + HOURS]` | 1 | Client | Trimming publishes 480-779-4009 for emergencies, separate from the main (623) 587-0606. The wireframe shows it as published and links to the existing emergency page, with no 24/7 or response-time promise. Confirm which number, who answers and when. |
| `[RESPONSE TIME TO CONFIRM]` | 1 | Client | Who calls back and how quickly is unknown. No response time, same-day or next-day promise may be shown until the client states one they can keep. Delete the placeholder if they would rather not commit to one. |
| `[HOURS TO CONFIRM]` | 2 | Client | Business hours are not published in the brief. Shown in the contact block and footer. |

### Irrigation (irrigation.html): 12 unique placeholders

| Placeholder | Times shown | Owner | Why it is a placeholder / what resolves it |
|---|---:|---|---|
| `[CURRENT GOOGLE RATING + REVIEW COUNT TO VERIFY]` | 2 | BMG, from the live Google Business Profile | The Sept 23 site capture shows 4.8 stars from 900+ reviews; the older wireframe says 1,200+. They conflict, so neither is used. Check the Google profile directly on the day copy is approved and enter the rating, count and date checked. |
| `[CONFIRM MAINTENANCE FORMAT: ONE-TIME VISIT, PLAN OR BOTH]` | 2 | Client | The current Irrigation page offers 'regular inspections and maintenance' without saying whether that is a plan, a schedule or on request. |
| `[BRANDS, CONTROLLERS + COMPONENTS VTC INSTALLS: CLIENT TO CONFIRM]` | 1 | Client | Exact irrigation brands/components are on the unknown list. No brand is named in copy. |
| `[WHAT THE CUSTOMER NOTICED]` | 1 | Client | Irrigation example caption. |
| `[CAUSE FOUND DURING THE EVALUATION]` | 1 | Client | Irrigation example caption. Shows the diagnose-first approach with a real case. |
| `[REPAIR OR INSTALLATION COMPLETED]` | 1 | Client | Irrigation example caption. |
| `[CITY]` | 1 | Client | Project location caption. Optional; use only with customer permission. |
| `[CONFIRM: ZONE-BY-ZONE TEST INCLUDED? ESTIMATE GIVEN AT THE VISIT?]` | 1 | Client | The free evaluation's exact scope is not documented beyond the published assessment step. |
| `[ARBORIST REVIEW: SEASONAL WATERING GUIDANCE]` | 1 | Client arborist / irrigation lead | Seasonal schedule answer is general. VTC can add approved guidance; no water or bill savings figures may be added. |
| `[CONFIRM GUIDE DELIVERY: DIRECT PDF OR EMAIL SIGN-UP]` | 1 | Client / BMG | The current page gates the watering guide behind a form. The wireframe keeps it secondary and ungated in concept; decide whether production uses a direct PDF or an email form, and keep it visually below the evaluation CTA either way. |
| `[RESPONSE TIME TO CONFIRM]` | 1 | Client | Who calls back and how quickly is unknown. No response time, same-day or next-day promise may be shown until the client states one they can keep. Delete the placeholder if they would rather not commit to one. |
| `[HOURS TO CONFIRM]` | 2 | Client | Business hours are not published in the brief. Shown in the contact block and footer. |


## 8. Questions for the client (consolidated)

1. Current Google rating and review count, and the Google profile link.
2. Who responds to evaluation requests, and how quickly. Business hours.
3. ISA Certified Arborist names and credential numbers.
4. License type/number and a current certificate of insurance.
5. Emergency routing: is 480-779-4009 current, who answers it and when? Should the main number be used instead?
6. Is every free evaluation an in-person visit (the wireframes say so)? Which evaluations include a written estimate? Only Removal's estimate is published.
7. Planting: who supplies the tree, which species and sizes, which materials are included, and what aftercare or warranty (if any) comes with a planting?
8. Trimming: which of palms, mesquite, palo verde and citrus you trim or prune, and the scope for palms; whether the mulch option is still offered; whether all debris is hauled away by default.
9. Removal: grinding depth, what happens to grindings and wood chips, whether stumps are ground as a standalone job, and your policy on permits and utility lines.
10. Irrigation: controller and component brands, the maintenance format (visit, plan or both), what the evaluation includes, and how the watering guide should be delivered.
11. Photo permission and job facts (species, problem, treatment, timeframe) for the homepage before/after pairs, plus one real planting, trimming, removal and irrigation job.
12. Permission to reuse the Tim H. and Dana S. testimonials on the new pages, and whether Tim H. will allow the "Vally" typo to be corrected.
13. Any services not offered in some of the 30 listed communities.

## 9. Assumptions made

- Assumed each free evaluation is an onsite visit. Planting says so explicitly; Trimming and Removal describe a scheduled assessment or consultation; Home describes technicians observing the trees. Question 6 confirms it.
- Assumed "the evaluation is free and any work you choose is priced separately" is accurate for all five pages. It follows from the published free evaluations and the Home statement that customers can buy the whole plan or individual treatments.
- Picked the existing Removal claim of a "plan of action" plus the current page's "free estimate/quote" as the basis for promising an estimate on Removal only.
- Kept the published cleanup step on Trimming, Planting and Removal, but did not state haul-away or wood-chip inclusions, which the brief lists as unknown.

## 10. QA performed

Rendered in Chromium through Playwright at 1440, 1200, 1180, 1024, 768, 390 and 320px. Every page passed these checks:

- No horizontal overflow at any width, including 320px.
- Exactly one H1 and no skipped heading levels.
- The main content text is identical at every width, so phone visitors see the same service information as desktop visitors.
- Desktop navigation fits on one row above 1180px. At 1180px and below, the menu button opens a full-height menu, focus moves into it, Escape closes it and focus returns to the button.
- The mobile bottom bar is fixed at 768px and below, the page reserves space for it, and it never covers the footer at the bottom of the page.
- Every local link resolves, every in-page anchor has a target, and every outside link is an approved valleytreecare.com, tel or mailto destination.
- Both forms on each page show "Demo only - no request sent" on submit, the page does not navigate, and no network request other than fonts is made.
- Accordions open and close. The Irrigation guide button shows "Demo only - no file downloaded".
- A build-time scan finds no em or en dashes, "#1", guarantees, 24/7 or same-day promises, review counts, "permanent", "storm-proof" or text-a-photo claims in visible copy.

Not tested: real iOS Safari or Android devices, screen-reader walkthroughs and Windows high-contrast mode. Worth a quick pass on a phone before client review.