How to Create a Service/ICP Page (Whipplewood)¶
Owner: Bella | Updated: 2026-02-05
Purpose¶
Create service pages (what WW offers) and ICP pages (who WW serves) for the Whipplewood websites using the enhanced template system.
Page Types¶
| Type | Purpose | Example |
|---|---|---|
| Service Page | Describes a service WW offers | "Tax Planning", "Audit Services" |
| ICP Page (Industry) | Describes an audience WW serves | "Startups", "Nonprofits", "Real Estate Investors" |
Reference Documents¶
sites/ww-cpa/TEMPLATE-SYSTEM.md- Overviewsites/ww-cpa/TEMPLATE-SECTIONS-DETAILED.md- Complete field reference
Template Pages¶
| Type | Page ID | Name |
|---|---|---|
| Industry (ICP) | 31373 | Nonprofit Organizations - ICP Test |
| Service | TBD | TBD |
1. Get Assignment + Identify Site¶
Purpose: Know which page to build and which site it belongs to.
- Get page assignment from Ryan (page name, type, site)
- Identify target site:
- WWCPA (whipplewoodcpas.com) - Assurance/Audit/Attest
- WWMF (whipplewood.com) - Tax/Consulting
2. Collect Content from Current Website¶
Purpose: Gather existing content from legacy pages to inform your draft.
- Review current website for relevant content
- Check legacy pages for reusable text
- Note any existing copy that should carry over
- Identify gaps that need new content
3. Draft Content Based on Template¶
Purpose: Prepare content for each section. Don't do anything fancy - follow the template exactly.
12 Sections¶
| # | Section | Edit? | What to Prepare |
|---|---|---|---|
| 1 | Page Header | ✅ | Title, subtitle, CTAs, background image |
| 2 | Proof Bar | ✅ | 3 proof point texts |
| 3 | Reality Cards | ✅ | Heading + 4 card titles/descriptions |
| 4 | Difference Grid | ✅ | Heading + 4 items |
| 5 | Awards | ⛔ | DO NOT EDIT - Keep unchanged across all pages |
| 6 | Services Accordion | ✅ | Heading + 5 accordion items + right image |
| 7 | Timeline | ✅ | Heading + 3 timeline cards |
| 8 | Expert Team | ✅ | Heading + up to 3 team members |
| 9 | FAQ | ✅ | Heading + 6 Q&A items |
| 10 | Tools CTA | ✅ | Heading + 3 step cards |
| 11 | Final CTA | ✅ | Heading, subhead, button text |
| 12 | Posts | ⚠️ | Title only — posts auto-populate from blog |
- Prepare text content for each editable section (skip Awards)
- Keep content aligned with WhippleWood brand voice
4. Create Page in WordPress (Clone Template)¶
Purpose: Use the template page as a starting point.
Method 1: Duplicate Page¶
- Open template page in WordPress admin
- Duplicate the page
- Change title
- Update content in each section
- Replace images
- Save as Draft
Method 2: ACF Extended Copy/Paste¶
- Open template page in admin
- Scroll to Layouts field
- Click "..." menu → "Copy All Layouts"
- Create new post (use correct post type:
industryorservice) - In Layouts field, click dropdown → "Paste Layouts"
- Edit content, save as Draft
5. Update Content (Preserve HTML Structure)¶
Purpose: Replace text content while keeping the HTML intact.
Critical Rule¶
⚠️ Only change TEXT between tags — never modify HTML structure or CSS classes
<!-- WRONG: Creating new classes -->
<div class="my-custom-proof">New text</div>
<!-- CORRECT: Keep existing structure, change only text -->
<span class="icp-proof__text">New text here</span>
The theme CSS expects specific class names. Custom HTML will break styling.
WP-CLI Content Update Pattern (Advanced)¶
# 1. Get HTML from template page
wp post meta get 31373 layouts_X_content > /tmp/section.html
# 2. Edit ONLY text in file (preserve all tags)
# 3. Upload to new page
wp post meta update NEW_ID layouts_X_content "$(cat /tmp/section.html)"
6. Set Featured Image¶
Purpose: Each page needs a featured image.
| Page Type | Image Style |
|---|---|
| Service Page | Landscape image related to the service |
| Industry/ICP Page | Image representing the industry |
- In WordPress, find Featured Image in right sidebar
- Click Set featured image
- Upload or select appropriate image
- Set Object Fit to "Cover" if option appears
7. Set SEO Fields¶
Purpose: Configure Yoast SEO for the new page.
Via WordPress Admin¶
- Scroll to Yoast SEO section
- Set Focus keyphrase
- Set SEO Title (< 60 chars)
- Set Meta description (~155 chars)
- Set URL slug
Via WP-CLI (Advanced)¶
wp post meta update PAGE_ID _yoast_wpseo_focuskw "your keyphrase"
wp post meta update PAGE_ID _yoast_wpseo_title "Page Title | WhippleWood CPAs"
wp post meta update PAGE_ID _yoast_wpseo_metadesc "Meta description here"
wp post update PAGE_ID --post_name="url-slug"
8. Get Preview Link + Send to Client¶
Purpose: Client reviews the page directly (no Word doc needed - page is robust).
See also: Client Content Review SOP for how to handle client interactions and feedback.
- Save as Draft
- Get public preview link
- Test the link yourself before sending
- Post in #ww-content-review Slack:
- Preview link
- Brief description of what they're reviewing
- If preview link fails → provide working link immediately
9. Apply Client Feedback¶
Purpose: Incorporate changes based on client review.
See: Client Content Review SOP for detailed guidance on responding to feedback and when to push back.
- Read all feedback
- Apply changes in WordPress
- Update preview link if needed
- Notify client changes are applied
Quick decision guide:
| Feedback Type | Action |
|---|---|
| Factual error, compliance concern | Fix immediately |
| Brand/voice preference | Accommodate |
| Design/layout question | Explain template constraints |
| Content structure criticism | Explain rationale, adjust if warranted |
If no response from client: - 3 days: Follow up in Slack, notify Ryan - 7 days: Ryan will mention in weekly call
If you disagree with feedback:
- Do NOT respond directly to client
- Message Ryan first with your reasoning
- Ryan will review before you reply
10. Publish¶
Purpose: Make the page live after approval.
- Client has approved
- Click Publish
- Verify live page looks correct
- Update tracking sheet: Status = "Published", add live URL
Done When¶
- Page is live and looks correct
- Tracking sheet updated
- Client notified of live URL
If Stuck¶
- Don't know which template to use → Ask Ryan
- HTML structure looks broken → You probably modified a class - revert and only change text
- Can't find legacy content → Ask Ryan for source materials
- Client feedback unclear → Ask for clarification in Slack
- Disagree with feedback → Talk to Ryan FIRST (see Client Content Review SOP)
- Not sure how to respond to client → See Client Content Review SOP
- WP-CLI commands failing → Check SSH connection, verify you're in ~/public/
FAQ¶
Q: Do I send a Word doc to the client? A: No. The page is robust enough to review directly. Send the preview link only.
Q: Can I add custom HTML or CSS? A: No. Only change text between existing tags. The theme expects specific class names.
Q: Which template do I clone? A: Industry (ICP) pages use 31373. Service pages use TBD. Check with Ryan.
Q: What if I need a section the template doesn't have? A: Don't add custom sections. Ask Ryan - there may be a different template.
Q: Which site does the page go on? A: WWCPA = Audit/Attest. WWMF = Tax/Consulting. Confirm with your assignment.