Team Empathy · AI & Search Transformation
Onboarding discovery
Onboarding call, Tuesday 1 September 2026, 3:00–4:00pm. Ben Male with Lou McDowell.
Everything below is pre-filled from the strategy work, Lou’s own brand documents and live GA4 and Search Console data. The call is confirm, correct, extend. The corrections are where the value is.
How the hour runs
- Where the numbers actually sit today, and the one figure we need to agree (10 min)
- Access still outstanding: Shopify app, Google Ads, Meta (10 min)
- The discovery record, read back for confirm or correct (30 min)
- Who owes what, and what happens in week one (10 min)
1 · Where Ageless You sits today
GA4 and Search Console, 12 months to 31 August 2026, NZD.
$433,572Revenue, all channels
142,556Sessions
$150.60Average order value
$49,986Organic search revenue
3.25%Organic conversion
130AI assistant sessions
| Channel | Sessions | Orders | Revenue | Conv. |
|---|
| Paid Social | 90,879 | 1,045 | $152,871 | 1.15% |
| Direct | 15,673 | 482 | $75,882 | 3.08% |
| Paid Search | 8,846 | 418 | $62,115 | 4.73% |
| Organic Search | 9,241 | 300 | $49,986 | 3.25% |
| Email | 2,006 | 264 | $37,390 | 13.16% |
| Everything else | 15,911 | 370 | $55,318 | — |
The thesis, in one line. Paid social carries 64% of sessions at a 1.15% conversion rate. Organic converts at 3.25%, nearly three times better, on 6.5% of sessions. Every point of demand moved from rented to owned lands on the channel that already converts best.
The gap, in one number
| Clicks | Impressions | CTR | Queries |
|---|
| Branded | 2,029 | 15,668 | 12.95% | 225 |
| Non-branded | 126 | 28,258 | 0.45% | 1,516 |
Non-branded terms are 64% of impressions and 5.8% of named clicks. Google already shows Ageless You to the category around 28,000 times a year, and almost nobody clicks, because the rankings sit on page six and seven.
| Category term | Impressions | Clicks | Position |
|---|
| nmn benefits | 1,602 | 1 | 70.7 |
| nmn supplement benefits | 1,510 | 0 | 64.3 |
| nmn supplement nz | 1,407 | 15 | 13.8 |
| nmn powder nz | 1,297 | 26 | 6.4 |
| marine collagen nz | 476 | 0 | 69.6 |
| spermidine | 406 | 0 | 55.6 |
| bioage test | 343 | 0 | 50.1 |
Where the site ranks properly (nmn powder nz at position 6.4) it earns clicks. This is a coverage and authority problem, not a quality problem.
2 · The baseline figure to agree Decide today
The two numbers do not match, and the guarantee depends on it.
The strategy document sets the organic baseline at ~$32,000, sourced from Shopify attribution over roughly 3,400 sessions at a 6.2% conversion rate, described there as almost entirely people already typing “ageless you”. Measured GA4 organic-search revenue for the 12 months to 31 August 2026 is $49,986 over 9,241 sessions at 3.25%. Same channel, two systems, different answers.
There is a second, larger issue in how the guarantee reads. The baseline is total organic (which is overwhelmingly branded), but the credit rule is non-branded only. Read literally, non-branded work would have to cover a branded-heavy baseline before a single dollar counted. That is not what either side intends.
The clean fix: set the baseline on the same basis as the credit, non-branded organic revenue only. Our modelled figure:
| Basis | Non-branded share | Non-branded organic revenue |
|---|
| Named queries only (floor) | 3.5% of clicks | ~$1,800 |
| Including anonymised long tail (ceiling) | 43.1% of clicks | ~$21,500 |
| With a cold-traffic conversion haircut | — | ~$10,800 |
39.6% of Search Console clicks sit in the anonymised long tail, which is overwhelmingly non-branded, so the true share sits between the floor and the ceiling. Non-branded visitors convert colder than branded, so revenue share sits below click share. Once the Shopify API is live we reconcile and restate on Shopify’s numbers, which are the system of record.
Update, post-call: Shopify is connected and the baseline has been restated on real order data. The measured figure is ~$10,200 a year in 12-month customer value (~$4,700 in first orders) from non-branded organic search. The full working and reconciliation now live on the baseline tab, and the growth model on the offer tab. The $90,000 credit target stays as written.
3 · Access still outstanding
| What | Status | What we need |
|---|
| Search Console | Confirmed | Domain property, verified working. |
| Google Analytics 4 | Confirmed | NZD, Pacific/Auckland, verified working. |
| Brand context | Received | Brand Bible, Voice Guide, Creative Guardrails, HER OnePager, 260+ reviews. |
| Shopify API | Connected | Custom app created by Lou and installed 1 September, all 18 requested permissions verified. Writes touch content and catalogue only; orders and customers are read-only for strategy; no access to finances, discounts, payouts or fulfilment. Token expires every 24 hours. |
| Meta Ads | Requested | Read access via Tyler. The richest voice source we have, since the founder ads are what converts. |
| Google Ads | Ask today | Who runs it? The search-terms report is the highest-intent keyword data that exists for this brand. |
| Entity pack | To send | Company and founder facts, identifiers, certifications, awards and red lines. Feeds the entity and schema layer. |
4 · The discovery record
The business in Lou’s words Confirm
Feeds → Brand Kit: About
Describe the business as if to someone who has never heard of it.
Women-first, science-led longevity. Lou noticed her own body shift in her 50s, went looking for answers, and built the product she could not find. AgelessYou Daily supports the 12 recognised hallmarks of ageing, NMN as the anchor plus 12 more across the other pathways. The wedge: one scoop replaces a 15-pill stack, and a single ingredient only covers one pathway.
Is the brand bigger than the hero product?
Open. Does Ageless You carry a range, or is it Daily plus supporting cast? This decides how wide the content territory goes.
Canonical spelling, and the misspellings to ban.
The documents use both “AgelessYou” closed and “Ageless You” open. Which is which?
People and bylines Needs Lou
Feeds → Brand Kit: Author Persona · entity pack
Who should content be attributed to?
Lou is the founder and story byline, and her voice is the brand. Is there a science or practitioner author for the technical content? For a claims-adjacent health brand a credentialed reviewer materially strengthens E-E-A-T, and both Google and the AI engines weigh it. This also lands in the entity pack as a person record.
Whose brain holds the deepest product knowledge?
Proposal: the voice-note StoryBank. We send a question list, Lou records answers while driving. Her founder ads already prove the voice converts.
Money map and product priorities Confirm
Feeds → Brand Kit: Products · content plan
Where does the money come through today?
Paid social $152,871, direct $75,882, paid search $62,115, organic $49,986, email $37,390. Does that match what Shopify says?
Best sellers, sleeping giants, best margins?
Which products carry the reviews and results, which are under-marketed, and where do you want demand steered? Search demand exists for marine collagen and spermidine that Ageless You is not capturing at all.
Anything you do NOT want promoted, and why?
The why usually matters more than the list.
Voice and tone Captured
Feeds → Brand Kit: Voice & Tone, Global Writing Rules · source: Lou’s Brand Voice Guide
Lou speaking, a woman in her 50s to another woman like her, one to one. Never a brand addressing a market. Plain and direct, readable aloud by a 16 year old. Warm but not soft, honest before reassuring, names the hard thing first. Confident without hype, no urgency theatrics. Short paragraphs, contractions always, digits for numbers, British English, no em dashes. The test: would Lou say it out loud to a friend across a kitchen table?
Claims and compliance Captured Sign off live
Feeds → claims register · source: Lou’s Creative Guardrails
The “supports” construction is the rule that makes this work. Supports, helps the body manage, associated with, contributes to. Never treat, cure, prevent, reverse, eliminate or guaranteed. Never position against a named disease (cardiovascular, diabetes, cancer, dementia, menopause). Never adjudicate HRT, complementary always. Never state an unverified competitor claim. Avoid miracle, breakthrough, weight loss as a claim, before-and-after framing, and fear-mongering about ageing. Lead with healthy ageing and longevity over anti-ageing. Keep the customer-results survey and the cold-audience survey strictly separate.
Two things to settle live.
Is this document current, and who signs off borderline copy before it publishes?
Ideal customer Confirm
Feeds → Brand Kit: Audiences
Women broadly 45+ who have noticed their body change and want credibility rather than hype. Is there a second audience worth writing for? The non-branded data shows heavy pure-education intent (nmn benefits, what is spermidine), a colder and earlier audience than the paid-social buyer.
Competitors Needs Lou
Feeds → Brand Kit: Market
Who is the real competition in NZ and Australia, and who does Lou rate? We bring the search-visibility competitor set separately, and the interesting conversation is where the two lists disagree.
Proof, trust and provenance Partial
Feeds → Brand Kit: proof points · entity pack
We hold 260+ customer reviews and the founder’s biological-age story. Ask directly: certifications, testing and assay documentation, awards, press coverage, practitioner endorsements, and where ingredients are sourced and manufactured. Provenance in the first 15 minutes is a standing rule, and it caught a live website error on the last engagement.
5 · Who owes what
| Item | Owner | By when |
|---|
| Create the Shopify custom app and send the secret via one-time link | Lou | On the call if possible |
| Name who runs Google Ads, then request read access | Lou, then Ben | This week |
| Meta read access | Tyler, chased by Ben | This week |
| Agree the non-branded baseline figure and window | Ben and Lou | On the call |
| Entity pack and the Claude brand-context prompt | Ben to send, Lou to complete | Within a week |
| Certifications, testing docs, awards, press | Lou | Within a week |
| Voice-note StoryBank answers | Lou | Within two weeks |
| Build the Brand Kit and load it into Notable | Ben | Week one |
| Publish the baseline to this report | Ben | Week one |