A clean energy executive had 27 years of receipts and a website that mentioned almost none of them. Here is the exact 8-step process that rebuilt it, with the prompts, so you can run it yourself.
Tim Sasseen has spent 27 years building clean energy infrastructure: hydrogen, fuel cells, wind, microgrids, storage. He scaled a fuel cell bus market 50x, won more than $16 million in grants, testified before CARB and the US Treasury, and wrote a book on AI and sustainable energy systems.
His website ran on an old platform with broken SSL, an orange gradient hero, navigation labels nobody understood, and 12 pages where 80 percent of the content repeated itself in the third person. That mismatch between a person's actual record and what the internet says about them is the most common problem senior executives have online.
The core insight: every detail the new site needed already existed in public. The old site, LinkedIn, press appearances, talks, the book. The work was extraction, not invention. No interviews required.
Run the steps in order. Each one produces a named document, so by step 7 the build is assembly, not creation. Every prompt below is copy-ready: replace the bracketed parts.
Why: nothing gets lost, and the old URLs become your redirect map.
Capture all existing copy page by page before anything changes. Note what is broken while you're in there: SSL errors, duplicate content, confusing navigation.
ROLE: You are a web content strategist preparing a site rebuild. CONTEXT: [URL] is the client's current site. We are rebuilding it and need every word captured before anything changes. TASK: Crawl every page and capture all copy verbatim, page by page, with the page URL and structure noted above each section. CONSTRAINTS: Verbatim only. Flag broken pages, SSL errors, and duplicated content in a separate notes section. FORMAT: One document: site map first, then content inventory page by page.
Why: this is where the proof points come from.
For Tim, this surfaced 29 press and video appearances. Each entry got a two-sentence description written so an AI search engine could cite it. The 50x scale-up, the $16M in grants, the CARB testimony: all of it came from this inventory, not from memory.
ROLE: You are a research assistant building a media inventory. TASK: Find every press mention, podcast, video, panel, and testimony featuring [NAME]. For each: title, outlet, date, URL, and a 2-sentence description written so an AI search engine could cite it. FORMAT: A spreadsheet: Title | Outlet | Date | URL | AEO description. Then a second pass: pull transcripts for the video appearances.
Why: positioning decisions made here save ten rounds of revision later.
Audit what the site and LinkedIn currently say versus what they should say. Land on one repositioning sentence. For Tim: he is not a niche hydrogen specialist, he operates across the entire clean energy value chain.
ROLE: You are a career positioning strategist. CONTEXT: Attached: the full site scrape, the media inventory, the CV, and the LinkedIn profile of [NAME], targeting [ROLE LEVEL] roles. TASK: Produce a strategy brief: (1) what the current site and LinkedIn say versus what they should say, (2) the positioning sentence, (3) target roles and compensation range, (4) proposed site architecture with a purpose line per page, (5) an implementation order. CONSTRAINTS: Be blunt about what is broken. Every claim must trace to a real proof point from the inventory.
Why: AI site builders design faster and drift less when the words are final.
Every page, in the client's real voice. For Tim that meant measured, proof-driven, dry humor, allergic to hype. The architecture grew from five pages to six during this step because the SEO analysis demanded it. Let that happen.
ROLE: You are a copywriter who writes in the client's real voice. CONTEXT: Use the strategy brief, the verbatim site scrape, and the media inventory. Voice: [first person, measured, proof-driven, never hype]. TASK: Write complete copy for every page in the architecture, plus 5 articles that anchor the SEO strategy and a LinkedIn About rewrite. CONSTRAINTS: Every number must come from the inventory. No invented testimonials. Keep existing URL slugs where pages carry over. FORMAT: Part 1 site copy page by page, Part 2 SEO/AEO strategy, Part 3 LinkedIn, Part 4 articles.
Why: a good brief survives a platform change.
One document a builder can work from without asking a single question: the master prompt, palette with hex codes, typography, architecture, page-by-page copy, asset list, title tags, a 301 redirect map of every old URL, and a timeline. The master prompt for Tim's site was written before the platform was chosen. When the build moved to Lovable, it worked unchanged. The full anatomy is in the next section.
Why: the next search engine is an answer engine.
An FAQ page of 15 to 20 questions in featured-snippet format, JSON-LD schema, an XML sitemap, Open Graph tags, and a robots.txt that explicitly welcomes GPTBot, ClaudeBot, and PerplexityBot. Most sites block AI crawlers by default. If you want to be the answer when someone asks an AI about your field, invite the crawlers in and structure your content so they can quote you.
ROLE: You are an SEO and AEO specialist. CONTEXT: Site copy and architecture attached. The client wants to be findable by both Google and AI answer engines. TASK: Produce (1) an FAQ page of 15 to 20 questions in featured-snippet format, (2) JSON-LD schema blocks per page type, (3) XML sitemap, (4) robots.txt that allows AI crawlers, (5) OG tags and alt text per page. FORMAT: One supplement document, code blocks ready to paste.
Why: paste finished words, get faster and truer design.
The master prompt goes in as the very first message and sets objective, audiences, tone, palette, and typography in one shot. Then one page per message. Do not ask the tool to write copy; give it the finished copy. Apply the SEO layer last. Iterate visually with one change per prompt.
Build the [PAGE NAME] page. Use this exact copy, do not rewrite it: [PASTE FINAL COPY] Layout: [hero / cards / grid notes from the handoff]. Keep the palette and typography already established. Mobile-first.
Why: a site the client can edit is a capability, not a deliverable.
Six days into this project, the best notification arrived: the client requested editor access to his own site. The subject of the website asking for the keys is what adoption looks like. Grant editor access, keep workspace ownership, and the maintenance burden shifts to the person who knows the content best.
Five parts. Written platform-agnostic. This is the actual structure used for Tim's site, with the verbatim prompt below it.
OBJECTIVE Build a 6-page personal brand website for Tim Sasseen that positions him as a full-stack clean energy executive who builds, funds, and scales real infrastructure. The site serves two audiences: recruiters and hiring managers looking for VP-level talent, and event organizers looking to book a keynote speaker. CORE MESSAGE Tim is not a niche hydrogen specialist. He is a rare executive who operates across the entire clean energy value chain: engineering, market development, policy, funding, and deployment. Over 27 years, he has worked in hydrogen, fuel cells, wind, microgrids, and energy storage. He has scaled a fuel cell bus market 50x, won $16M+ in grants, testified before CARB and the US Treasury, and written a book on AI and sustainable energy systems. TONE First person. Confident, not arrogant. Proof-driven. Technically grounded but accessible. Think: a senior executive who talks like an engineer, not a marketer. His real voice is measured and thoughtful, with dry humor. He is not a hype-man. He lets the results do the talking. DESIGN DIRECTION Clean. Modern. Mobile-first. Not a tech startup aesthetic. Not a corporate brochure. Think: a VC partner's site crossed with a TED speaker's page. Authority plus approachability. Strong hero headshot. Generous white space. Bold section headers. Proof points in cards, not paragraphs. Embedded video where it makes sense. COLORS: #1B2A4A navy, #2A7D6E teal, #3AAFA9 bright teal, #F7F5F2 warm white, #4A4A48 charcoal, #E8E4DF stone. Font: Inter. Do not use the orange from the old site.
An executive's site can usually be rebuilt from the public record: old site, LinkedIn, press, talks. Extraction beats interviews.
Finish every word before the first build prompt, and the build becomes assembly.
Objective, core message, tone, design direction, constraints. Then any tool can build it, and a platform change costs you nothing.
FAQ in snippet format, schema markup, and a robots.txt that lets AI crawlers in. Be the answer, not just a result.