@domandigital/craft 0.20.0 → 0.20.2

package/dist/{chunk-H4UF2I7V.js → chunk-YRXMPI3T.js}

@@ -3,7 +3,7 @@ import {
 } from "./chunk-OQXTQQAU.js";
 import {
   parseFlags
-} from "./chunk-LZVTN2KI.js";
+} from "./chunk-JLLULDVW.js";
 import {
   toJson
 } from "./chunk-QIEDBL4J.js";
@@ -22,10 +22,10 @@ import {
   hueSwatch,
   nullPrompt,
   scanSource
-} from "./chunk-WK2WMWTH.js";
+} from "./chunk-JGWOA4LI.js";
 import {
   extractStrings
-} from "./chunk-CZ7KT452.js";
+} from "./chunk-7DQDF3VL.js";
 
 // src/null/cli.ts
 import { existsSync, mkdirSync, readdirSync, readFileSync, rmSync, statSync, writeFileSync } from "fs";
@@ -120,7 +120,7 @@ async function build(flags, io) {
   const toShoot = ids.filter((id) => existsSync(join(pages, `${id}.html`)) && !existsSync(join(shots, `${id}.json`)));
   if (toShoot.length) {
     io.out(`craft null: snapshotting ${toShoot.length} page${toShoot.length === 1 ? "" : "s"}`);
-    const { snapshotUrls } = await import("./audit-43PC4LMS.js");
+    const { snapshotUrls } = await import("./audit-BN2GSFKT.js");
     const results = await snapshotUrls(toShoot.map((id) => pathToFileURL(join(pages, `${id}.html`)).href));
     results.forEach((r, i) => {
       const id = toShoot[i];
@@ -241,7 +241,7 @@ async function importPages(flags, io) {
   const toShoot = pages.filter((p) => !existsSync(join(shots, `${p.id}.json`)));
   if (toShoot.length) {
     io.out(`craft null: snapshotting ${toShoot.length} page${toShoot.length === 1 ? "" : "s"} from ${flags.builder}`);
-    const { snapshotUrls } = await import("./audit-43PC4LMS.js");
+    const { snapshotUrls } = await import("./audit-BN2GSFKT.js");
     const servers = /* @__PURE__ */ new Map();
     try {
       for (const p of toShoot) if (!servers.has(p.root)) servers.set(p.root, await serveDir(p.root));

package/dist/{cli-5DONIRMR.js → cli-A6SNEMRL.js}

@@ -3,21 +3,21 @@ import {
 } from "./chunk-OKVHWXYV.js";
 import {
   merge
-} from "./chunk-3CD3DTEI.js";
-import "./chunk-VDUIIWG7.js";
+} from "./chunk-TCMM3PTK.js";
+import "./chunk-YOZLPNJS.js";
 import "./chunk-JYNXGCYZ.js";
 import {
   SIBLING_AT,
   compareToEstate,
   loadEstate
-} from "./chunk-RFU5CIST.js";
+} from "./chunk-IJXDBYHH.js";
 import {
   PAGE_TYPES,
   validateDirection
-} from "./chunk-4LJFZH2I.js";
+} from "./chunk-2OBDCIVW.js";
 import {
   loadNull
-} from "./chunk-H4UF2I7V.js";
+} from "./chunk-YRXMPI3T.js";
 import "./chunk-OQXTQQAU.js";
 import {
   COPY_FILE,
@@ -28,7 +28,7 @@ import {
   loadExceptions,
   parseFlags,
   readPaths
-} from "./chunk-LZVTN2KI.js";
+} from "./chunk-JLLULDVW.js";
 import {
   toJson
 } from "./chunk-QIEDBL4J.js";
@@ -42,8 +42,8 @@ import {
   fingerprint,
   scanSource,
   typicality
-} from "./chunk-WK2WMWTH.js";
-import "./chunk-CZ7KT452.js";
+} from "./chunk-JGWOA4LI.js";
+import "./chunk-7DQDF3VL.js";
 import "./chunk-QYBAVU3P.js";
 
 // src/report/cli.ts
@@ -126,7 +126,7 @@ async function runReport(command, args, io) {
     if (/\.json$/i.test(target2) && existsSync(local)) {
       snap = readSnapshot(JSON.parse(readFileSync(local, "utf8")), target2);
     } else {
-      const { snapshotUrl } = await import("./audit-43PC4LMS.js");
+      const { snapshotUrl } = await import("./audit-BN2GSFKT.js");
       snap = await snapshotUrl(target2);
     }
     const fp = fingerprint(snap);

package/dist/{cli-3IAIKGCP.js → cli-DZGQOIBX.js}

@@ -4,15 +4,15 @@ import {
   formatPairs,
   loadEstate,
   runEstate
-} from "./chunk-RFU5CIST.js";
-import "./chunk-4LJFZH2I.js";
-import "./chunk-H4UF2I7V.js";
+} from "./chunk-IJXDBYHH.js";
+import "./chunk-2OBDCIVW.js";
+import "./chunk-YRXMPI3T.js";
 import "./chunk-OQXTQQAU.js";
-import "./chunk-LZVTN2KI.js";
+import "./chunk-JLLULDVW.js";
 import "./chunk-QIEDBL4J.js";
 import "./chunk-WUACK2HX.js";
-import "./chunk-WK2WMWTH.js";
-import "./chunk-CZ7KT452.js";
+import "./chunk-JGWOA4LI.js";
+import "./chunk-7DQDF3VL.js";
 import "./chunk-QYBAVU3P.js";
 export {
   formatComponentPairs,

package/dist/{cli-YHS2VPWQ.js → cli-FF2YDHA4.js}

@@ -9,12 +9,12 @@ import {
 import {
   SOURCE_FILE,
   readPaths
-} from "./chunk-LZVTN2KI.js";
+} from "./chunk-JLLULDVW.js";
 import {
   toJson
 } from "./chunk-QIEDBL4J.js";
-import "./chunk-WK2WMWTH.js";
-import "./chunk-CZ7KT452.js";
+import "./chunk-JGWOA4LI.js";
+import "./chunk-7DQDF3VL.js";
 import "./chunk-QYBAVU3P.js";
 
 // src/phone/cli.ts

package/dist/{cli-EDQNTWDD.js → cli-KJRHO3YO.js}

@@ -9,13 +9,13 @@ import {
   runHarvest,
   runNull,
   serveDir
-} from "./chunk-H4UF2I7V.js";
+} from "./chunk-YRXMPI3T.js";
 import "./chunk-OQXTQQAU.js";
-import "./chunk-LZVTN2KI.js";
+import "./chunk-JLLULDVW.js";
 import "./chunk-QIEDBL4J.js";
 import "./chunk-WUACK2HX.js";
-import "./chunk-WK2WMWTH.js";
-import "./chunk-CZ7KT452.js";
+import "./chunk-JGWOA4LI.js";
+import "./chunk-7DQDF3VL.js";
 import "./chunk-QYBAVU3P.js";
 export {
   describeTypicality,

package/dist/{cli-73JCUXAV.js → cli-LVYTLT2A.js}

@@ -4,11 +4,11 @@ import {
 import {
   expandNullTargets,
   loadNull
-} from "./chunk-H4UF2I7V.js";
+} from "./chunk-YRXMPI3T.js";
 import "./chunk-OQXTQQAU.js";
 import {
   parseFlags
-} from "./chunk-LZVTN2KI.js";
+} from "./chunk-JLLULDVW.js";
 import {
   toJson
 } from "./chunk-QIEDBL4J.js";
@@ -21,8 +21,8 @@ import {
   fingerprint,
   scanSource,
   typicality
-} from "./chunk-WK2WMWTH.js";
-import "./chunk-CZ7KT452.js";
+} from "./chunk-JGWOA4LI.js";
+import "./chunk-7DQDF3VL.js";
 import {
   SNAPSHOT_VERSION
 } from "./chunk-QYBAVU3P.js";
@@ -188,7 +188,7 @@ async function runCalibrate(args, io) {
     if (toTake.length) {
       io.err(`craft calibrate: taking ${toTake.length} snapshot${toTake.length === 1 ? "" : "s"}`);
       try {
-        const { snapshotUrls } = await import("./audit-43PC4LMS.js");
+        const { snapshotUrls } = await import("./audit-BN2GSFKT.js");
         const results = await snapshotUrls(toTake.map((t) => t.url));
         results.forEach((r, i) => {
           const { entry, keep } = toTake[i];

package/dist/{cli-EOXIJOJN.js → cli-U7PJQKZT.js}

@@ -4,16 +4,16 @@ import {
   merge,
   resolvePages,
   runAudit
-} from "./chunk-3CD3DTEI.js";
-import "./chunk-VDUIIWG7.js";
+} from "./chunk-TCMM3PTK.js";
+import "./chunk-YOZLPNJS.js";
 import "./chunk-JYNXGCYZ.js";
-import "./chunk-H4UF2I7V.js";
+import "./chunk-YRXMPI3T.js";
 import "./chunk-OQXTQQAU.js";
-import "./chunk-LZVTN2KI.js";
+import "./chunk-JLLULDVW.js";
 import "./chunk-QIEDBL4J.js";
 import "./chunk-WUACK2HX.js";
-import "./chunk-WK2WMWTH.js";
-import "./chunk-CZ7KT452.js";
+import "./chunk-JGWOA4LI.js";
+import "./chunk-7DQDF3VL.js";
 import "./chunk-QYBAVU3P.js";
 export {
   describeComponents,

package/dist/{cli-YUVATZD5.js → cli-YQEVPRL5.js}

@@ -7,10 +7,10 @@ import {
   PROPOSED,
   researchPrompt,
   validateDirection
-} from "./chunk-4LJFZH2I.js";
+} from "./chunk-2OBDCIVW.js";
 import {
   parseFlags
-} from "./chunk-LZVTN2KI.js";
+} from "./chunk-JLLULDVW.js";
 import {
   toJson
 } from "./chunk-QIEDBL4J.js";
@@ -26,8 +26,8 @@ import {
   isCream,
   oklchToRgb,
   parseColour
-} from "./chunk-WK2WMWTH.js";
-import "./chunk-CZ7KT452.js";
+} from "./chunk-JGWOA4LI.js";
+import "./chunk-7DQDF3VL.js";
 import "./chunk-QYBAVU3P.js";
 
 // src/direction/cli.ts
@@ -208,7 +208,7 @@ var readJson = (path) => JSON.parse(readFileSync(path, "utf8"));
 async function snapshotFrom(target, cwd) {
   if (!target) return void 0;
   if (/^https?:\/\//.test(target)) {
-    const { snapshotUrl } = await import("./audit-43PC4LMS.js");
+    const { snapshotUrl } = await import("./audit-BN2GSFKT.js");
     return snapshotUrl(target);
   }
   return readSnapshot(readJson(resolve(cwd, target)), target);

package/dist/{cli-VPARW6FY.js → cli-ZXDGVDYU.js}

@@ -9,7 +9,7 @@ import {
   STOCK_PHRASES,
   countWords,
   specificity
-} from "./chunk-CZ7KT452.js";
+} from "./chunk-7DQDF3VL.js";
 
 // src/register/cli.ts
 import { existsSync, readFileSync } from "fs";

package/dist/cli.js

@@ -1,10 +1,10 @@
 #!/usr/bin/env node
 import {
   run
-} from "./chunk-LZVTN2KI.js";
+} from "./chunk-JLLULDVW.js";
 import "./chunk-QIEDBL4J.js";
-import "./chunk-WK2WMWTH.js";
-import "./chunk-CZ7KT452.js";
+import "./chunk-JGWOA4LI.js";
+import "./chunk-7DQDF3VL.js";
 import "./chunk-QYBAVU3P.js";
 
 // src/cli.ts

package/dist/index.cjs

@@ -2003,6 +2003,8 @@ var REVIEW_PHRASES = [
   "truly",
   "genuinely",
   "deeply",
+  "clear",
+  "clearly",
   "ultimately",
   "one-size-fits-all",
   "one size fits all",
@@ -2013,6 +2015,33 @@ var REVIEW_PHRASES = [
   "arguably the best",
   "bar none"
 ];
+var SALES_TAGLINES = [
+  /\bwhere it (?:really |truly )?(?:counts|matters)(?: most)?\b/i,
+  /\breal,? (?:measurable |tangible )?results\b/i,
+  /\bresults that (?:matter|count|speak|last)\b/i,
+  /\bresults you can (?:see|trust|measure)\b/i,
+  /\bwork(?:s|ing)? harder for you\b/i,
+  /\bmake (?:every|your) (?:penny|pound) count\b/i,
+  /\bevery (?:penny|pound) (?:counts|works)\b/i,
+  /\bbang for your buck\b/i,
+  /\bstand out from the (?:crowd|competition)\b/i,
+  /\b(?:pages?|websites?|sites?|copy|content|ads?) that (?:actually |really )?(?:converts?|sells?)\b/i
+];
+var SALES_RESULTS = "(?:enquiries|leads|customers|clients|sales|jobs|bookings|revenue|calls|traffic|profit)";
+var OUTCOME_PROMISES = [
+  // "We'll turn more of that into rewiring enquiries"
+  new RegExp(`\\bturn(?:s|ing)?\\b[^.!?\\n]{0,50}?\\binto\\s+(?:more\\s+|real\\s+|paying\\s+)?(?:[\\w-]+\\s+)?${SALES_RESULTS}\\b`, "i"),
+  // "once the first areas are working"
+  /\bonce\b[^.!?\n]{0,40}?\b(?:is|are|starts?|begins?)\s+(?:working|paying off|performing|ranking|delivering|bringing in)\b/i,
+  // "competitors you can outdo"
+  /\b(?:competitors?|competition|rivals?)\b[^.!?\n]{0,25}?\b(?:you|we)\s*(?:can|will|could|['’]ll)\s+(?:easily\s+)?(?:outdo|beat|outrank|overtake|outperform|outshine)\b/i,
+  /\b(?:outdo|outrank|overtake|outperform|outshine|beat)\s+(?:your|the|local|bigger)\s+(?:[\w-]+\s+)?(?:competitors|competition|rivals)\b/i,
+  // "exactly what convinces someone spending £8k"
+  /\bexactly what\b[^.!?\n]{0,15}?\b(?:convinces|persuades|wins|sells)\b/i,
+  new RegExp(`\\bguarantee[sd]?\\b[^.!?\\n]{0,25}?\\b(?:results|rankings?|first page|page one|top spot|${SALES_RESULTS.slice(3, -1)})\\b`, "i"),
+  /\byou(?:['’]ll| will)\s+(?:get|see|win|receive|start getting)\s+more\b/i,
+  new RegExp(`\\b(?:will|we['\u2019]ll)\\s+(?:(?:bring|drive|generate|get)\\s+you|bring|drive|generate)\\s+more\\s+(?:[\\w-]+\\s+)?${SALES_RESULTS}\\b`, "i")
+];
 var NEGATION = [
   // "It's not just a haircut, it's an experience."
   /\b(?:it['’]?s|it is|this is|this isn['’]t|we['’]re|we are|they['’]re)\s+(?:not|more than)\s+(?:just|only|merely|simply)?\s*[^.!?\n]{1,60}?[,;.—-]\s*(?:it['’]?s|it is|this is|we['’]re|we are|they['’]re)\b/i,
@@ -2198,12 +2227,55 @@ var COPY_TELLS = [
     generation: 1,
     severity: "warn",
     surface: "copy",
-    why: "Truly, genuinely, ultimately, 'the single most', 'bar none': normal English once, and a tell when they stack. The house rules keep them for review, never blocking.",
+    why: "Truly, genuinely, clear, ultimately, 'the single most', 'bar none': normal English once, and a tell when they stack. The house rules keep them for review, never blocking.",
     fix: "Keep the one that lands hardest and cut the rest. 'What is genuinely excellent' reads better as 'what is excellent'.",
-    detect: phrases([new RegExp(`(?:^|\\b)(?:${[...REVIEW_PHRASES].sort((a, b) => b.length - a.length).map((p) => escape(p).replace(/^(\w)/, "\\b$1")).join("|")})`, "i")], quoted),
+    detect: phrases([new RegExp(`(?:^|\\b)(?:${[...REVIEW_PHRASES].sort((a, b) => b.length - a.length).map((p) => escape(p).replace(/^(\w)/, "\\b$1").replace(/(\w)$/, "$1\\b")).join("|")})`, "i")], quoted),
+    fixtures: {
+      flag: [f("content/home.md", "We are truly proud of it."), f("content/home.md", "You leave with a clear next step.")],
+      pass: [f("content/home.md", "We have fitted 400 boilers since 2009."), f("content/home.md", "Keep a safe clearance around the meter.")]
+    }
+  },
+  {
+    id: "sales-tagline",
+    name: "Sales tagline",
+    generation: 1,
+    severity: "warn",
+    surface: "copy",
+    why: "'So your budget goes where it counts', 'Real results', 'pages that convert': advert lines that sound like a pitch and say nothing a reader can check.",
+    fix: "Say what you will actually do and why. 'So your budget goes where it counts' becomes 'Oxford first, because that is where you want the work'.",
+    detect: phrases(SALES_TAGLINES, quoted),
+    fixtures: {
+      flag: [
+        f("content/home.md", "Strongest opportunities first, so your budget goes where it counts."),
+        f("content/home.md", "A clearer online presence. More enquiries. Real results.")
+      ],
+      pass: [
+        f("content/home.md", "We start with Oxford, then expand based on search demand and results."),
+        f("content/home.md", "We report the results every month.")
+      ]
+    }
+  },
+  {
+    id: "outcome-promise",
+    name: "Outcome promise",
+    generation: 1,
+    severity: "warn",
+    surface: "copy",
+    why: "'We'll turn that into enquiries', 'once the first areas are working', 'competitors you can outdo': a hoped-for result written as if it were delivered. Rankings and enquiries depend on things nobody controls.",
+    fix: "Promise the work, not the outcome. 'We'll turn that into enquiries' becomes 'We'll rewrite the page around the questions homeowners ask'. Results are measured and reported, never promised.",
+    detect: phrases(OUTCOME_PROMISES, quoted),
     fixtures: {
-      flag: [f("content/home.md", "We are truly proud of it.")],
-      pass: [f("content/home.md", "We have fitted 400 boilers since 2009.")]
+      flag: [
+        f("content/home.md", "We'll turn more of that into rewiring enquiries."),
+        f("content/home.md", "We add new towns once the first areas are working."),
+        f("content/home.md", "We target the competitors you can outdo."),
+        f("content/home.md", "We write exactly what convinces someone spending \xA38k.")
+      ],
+      pass: [
+        f("content/home.md", "We'll rewrite your rewiring page around homeowners' questions."),
+        f("content/home.md", "We record every rewiring enquiry, quotation and won job."),
+        f("content/home.md", "Once the fuse board is fitted, we test every circuit.")
+      ]
     }
   },
   {
@@ -5118,6 +5190,9 @@ var HOUSE = {
   // on 2026-09-24 after its estate hits were read (ROADMAP.md): 15 of 15 real.
   "chatbot-residue": { tier: "block", label: "chatbot residue. A chat reply was pasted in: remove it, and source or cut the claim it backed" },
   "review-phrase": { tier: "review", label: "review tier" },
+  // New 2026-10-14 (founder): review first, like every new tell, until estate hits are read.
+  "sales-tagline": { tier: "review", label: "sales tagline, say what you will actually do" },
+  "outcome-promise": { tier: "review", label: "outcome promise, promise the work, not the result" },
   "ai-vocabulary": { tier: "review", label: "AI vocabulary" },
   "stock-phrase": { tier: "review", label: "stock phrase" },
   "hollow-imperative": { tier: "review", label: "hollow imperative" },
@@ -6323,7 +6398,7 @@ var IMAGERY_TELLS = [
 ];
 
 // src/character/check.ts
-var CATALOGUE_VERSION = "2026.09.12";
+var CATALOGUE_VERSION = "2026.10.2";
 var CATALOGUE = [
   ...[...SOURCE_TELLS, ...COPY_TELLS, ...RESEARCH_TELLS, ...DENSITY_TELLS].map((t) => RENDERED_PATHS[t.id] ? { ...t, rendered: RENDERED_PATHS[t.id] } : t),
   ...SPECIFICITY_COPY_TELLS,

package/dist/index.d.cts

@@ -1252,7 +1252,7 @@ interface CheckReport {
  * Bumped whenever an entry is added, removed or its detection changes, so a
  * report can say which list it was judged against.
  */
-declare const CATALOGUE_VERSION = "2026.09.12";
+declare const CATALOGUE_VERSION = "2026.10.2";
 declare const CATALOGUE: readonly Tell[];
 declare function tellById(id: string): Tell | undefined;
 /**
@@ -3013,7 +3013,7 @@ declare const NEGATIVE_REASSURANCE: readonly ["no risk", "never locked in", "not
 /** Banned only when vague. Reported for review, never blocking. */
 declare const VAGUE_WORDS: readonly ["innovative", "scalable", "end-to-end", "streamline", "solutions"];
 /** The review tier of copy-rules.md: normal English once, a tell when stacked. */
-declare const REVIEW_PHRASES: readonly ["great question", "of course!", "absolutely!", "absolutely,", "truly", "genuinely", "deeply", "ultimately", "one-size-fits-all", "one size fits all", "let me know if you'd", "the single most", "by far the most", "hands down the", "arguably the best", "bar none"];
+declare const REVIEW_PHRASES: readonly ["great question", "of course!", "absolutely!", "absolutely,", "truly", "genuinely", "deeply", "clear", "clearly", "ultimately", "one-size-fits-all", "one size fits all", "let me know if you'd", "the single most", "by far the most", "hands down the", "arguably the best", "bar none"];
 
 /**
  * The reason rule, one standard for every layer of an art direction.

package/dist/index.d.ts

@@ -1252,7 +1252,7 @@ interface CheckReport {
  * Bumped whenever an entry is added, removed or its detection changes, so a
  * report can say which list it was judged against.
  */
-declare const CATALOGUE_VERSION = "2026.09.12";
+declare const CATALOGUE_VERSION = "2026.10.2";
 declare const CATALOGUE: readonly Tell[];
 declare function tellById(id: string): Tell | undefined;
 /**
@@ -3013,7 +3013,7 @@ declare const NEGATIVE_REASSURANCE: readonly ["no risk", "never locked in", "not
 /** Banned only when vague. Reported for review, never blocking. */
 declare const VAGUE_WORDS: readonly ["innovative", "scalable", "end-to-end", "streamline", "solutions"];
 /** The review tier of copy-rules.md: normal English once, a tell when stacked. */
-declare const REVIEW_PHRASES: readonly ["great question", "of course!", "absolutely!", "absolutely,", "truly", "genuinely", "deeply", "ultimately", "one-size-fits-all", "one size fits all", "let me know if you'd", "the single most", "by far the most", "hands down the", "arguably the best", "bar none"];
+declare const REVIEW_PHRASES: readonly ["great question", "of course!", "absolutely!", "absolutely,", "truly", "genuinely", "deeply", "clear", "clearly", "ultimately", "one-size-fits-all", "one size fits all", "let me know if you'd", "the single most", "by far the most", "hands down the", "arguably the best", "bar none"];
 
 /**
  * The reason rule, one standard for every layer of an art direction.

package/dist/index.js

@@ -1701,6 +1701,8 @@ var REVIEW_PHRASES = [
   "truly",
   "genuinely",
   "deeply",
+  "clear",
+  "clearly",
   "ultimately",
   "one-size-fits-all",
   "one size fits all",
@@ -1711,6 +1713,33 @@ var REVIEW_PHRASES = [
   "arguably the best",
   "bar none"
 ];
+var SALES_TAGLINES = [
+  /\bwhere it (?:really |truly )?(?:counts|matters)(?: most)?\b/i,
+  /\breal,? (?:measurable |tangible )?results\b/i,
+  /\bresults that (?:matter|count|speak|last)\b/i,
+  /\bresults you can (?:see|trust|measure)\b/i,
+  /\bwork(?:s|ing)? harder for you\b/i,
+  /\bmake (?:every|your) (?:penny|pound) count\b/i,
+  /\bevery (?:penny|pound) (?:counts|works)\b/i,
+  /\bbang for your buck\b/i,
+  /\bstand out from the (?:crowd|competition)\b/i,
+  /\b(?:pages?|websites?|sites?|copy|content|ads?) that (?:actually |really )?(?:converts?|sells?)\b/i
+];
+var SALES_RESULTS = "(?:enquiries|leads|customers|clients|sales|jobs|bookings|revenue|calls|traffic|profit)";
+var OUTCOME_PROMISES = [
+  // "We'll turn more of that into rewiring enquiries"
+  new RegExp(`\\bturn(?:s|ing)?\\b[^.!?\\n]{0,50}?\\binto\\s+(?:more\\s+|real\\s+|paying\\s+)?(?:[\\w-]+\\s+)?${SALES_RESULTS}\\b`, "i"),
+  // "once the first areas are working"
+  /\bonce\b[^.!?\n]{0,40}?\b(?:is|are|starts?|begins?)\s+(?:working|paying off|performing|ranking|delivering|bringing in)\b/i,
+  // "competitors you can outdo"
+  /\b(?:competitors?|competition|rivals?)\b[^.!?\n]{0,25}?\b(?:you|we)\s*(?:can|will|could|['’]ll)\s+(?:easily\s+)?(?:outdo|beat|outrank|overtake|outperform|outshine)\b/i,
+  /\b(?:outdo|outrank|overtake|outperform|outshine|beat)\s+(?:your|the|local|bigger)\s+(?:[\w-]+\s+)?(?:competitors|competition|rivals)\b/i,
+  // "exactly what convinces someone spending £8k"
+  /\bexactly what\b[^.!?\n]{0,15}?\b(?:convinces|persuades|wins|sells)\b/i,
+  new RegExp(`\\bguarantee[sd]?\\b[^.!?\\n]{0,25}?\\b(?:results|rankings?|first page|page one|top spot|${SALES_RESULTS.slice(3, -1)})\\b`, "i"),
+  /\byou(?:['’]ll| will)\s+(?:get|see|win|receive|start getting)\s+more\b/i,
+  new RegExp(`\\b(?:will|we['\u2019]ll)\\s+(?:(?:bring|drive|generate|get)\\s+you|bring|drive|generate)\\s+more\\s+(?:[\\w-]+\\s+)?${SALES_RESULTS}\\b`, "i")
+];
 var NEGATION = [
   // "It's not just a haircut, it's an experience."
   /\b(?:it['’]?s|it is|this is|this isn['’]t|we['’]re|we are|they['’]re)\s+(?:not|more than)\s+(?:just|only|merely|simply)?\s*[^.!?\n]{1,60}?[,;.—-]\s*(?:it['’]?s|it is|this is|we['’]re|we are|they['’]re)\b/i,
@@ -1896,12 +1925,55 @@ var COPY_TELLS = [
     generation: 1,
     severity: "warn",
     surface: "copy",
-    why: "Truly, genuinely, ultimately, 'the single most', 'bar none': normal English once, and a tell when they stack. The house rules keep them for review, never blocking.",
+    why: "Truly, genuinely, clear, ultimately, 'the single most', 'bar none': normal English once, and a tell when they stack. The house rules keep them for review, never blocking.",
     fix: "Keep the one that lands hardest and cut the rest. 'What is genuinely excellent' reads better as 'what is excellent'.",
-    detect: phrases([new RegExp(`(?:^|\\b)(?:${[...REVIEW_PHRASES].sort((a, b) => b.length - a.length).map((p) => escape(p).replace(/^(\w)/, "\\b$1")).join("|")})`, "i")], quoted),
+    detect: phrases([new RegExp(`(?:^|\\b)(?:${[...REVIEW_PHRASES].sort((a, b) => b.length - a.length).map((p) => escape(p).replace(/^(\w)/, "\\b$1").replace(/(\w)$/, "$1\\b")).join("|")})`, "i")], quoted),
+    fixtures: {
+      flag: [f("content/home.md", "We are truly proud of it."), f("content/home.md", "You leave with a clear next step.")],
+      pass: [f("content/home.md", "We have fitted 400 boilers since 2009."), f("content/home.md", "Keep a safe clearance around the meter.")]
+    }
+  },
+  {
+    id: "sales-tagline",
+    name: "Sales tagline",
+    generation: 1,
+    severity: "warn",
+    surface: "copy",
+    why: "'So your budget goes where it counts', 'Real results', 'pages that convert': advert lines that sound like a pitch and say nothing a reader can check.",
+    fix: "Say what you will actually do and why. 'So your budget goes where it counts' becomes 'Oxford first, because that is where you want the work'.",
+    detect: phrases(SALES_TAGLINES, quoted),
+    fixtures: {
+      flag: [
+        f("content/home.md", "Strongest opportunities first, so your budget goes where it counts."),
+        f("content/home.md", "A clearer online presence. More enquiries. Real results.")
+      ],
+      pass: [
+        f("content/home.md", "We start with Oxford, then expand based on search demand and results."),
+        f("content/home.md", "We report the results every month.")
+      ]
+    }
+  },
+  {
+    id: "outcome-promise",
+    name: "Outcome promise",
+    generation: 1,
+    severity: "warn",
+    surface: "copy",
+    why: "'We'll turn that into enquiries', 'once the first areas are working', 'competitors you can outdo': a hoped-for result written as if it were delivered. Rankings and enquiries depend on things nobody controls.",
+    fix: "Promise the work, not the outcome. 'We'll turn that into enquiries' becomes 'We'll rewrite the page around the questions homeowners ask'. Results are measured and reported, never promised.",
+    detect: phrases(OUTCOME_PROMISES, quoted),
     fixtures: {
-      flag: [f("content/home.md", "We are truly proud of it.")],
-      pass: [f("content/home.md", "We have fitted 400 boilers since 2009.")]
+      flag: [
+        f("content/home.md", "We'll turn more of that into rewiring enquiries."),
+        f("content/home.md", "We add new towns once the first areas are working."),
+        f("content/home.md", "We target the competitors you can outdo."),
+        f("content/home.md", "We write exactly what convinces someone spending \xA38k.")
+      ],
+      pass: [
+        f("content/home.md", "We'll rewrite your rewiring page around homeowners' questions."),
+        f("content/home.md", "We record every rewiring enquiry, quotation and won job."),
+        f("content/home.md", "Once the fuse board is fitted, we test every circuit.")
+      ]
     }
   },
   {
@@ -4816,6 +4888,9 @@ var HOUSE = {
   // on 2026-09-24 after its estate hits were read (ROADMAP.md): 15 of 15 real.
   "chatbot-residue": { tier: "block", label: "chatbot residue. A chat reply was pasted in: remove it, and source or cut the claim it backed" },
   "review-phrase": { tier: "review", label: "review tier" },
+  // New 2026-10-14 (founder): review first, like every new tell, until estate hits are read.
+  "sales-tagline": { tier: "review", label: "sales tagline, say what you will actually do" },
+  "outcome-promise": { tier: "review", label: "outcome promise, promise the work, not the result" },
   "ai-vocabulary": { tier: "review", label: "AI vocabulary" },
   "stock-phrase": { tier: "review", label: "stock phrase" },
   "hollow-imperative": { tier: "review", label: "hollow imperative" },
@@ -6021,7 +6096,7 @@ var IMAGERY_TELLS = [
 ];
 
 // src/character/check.ts
-var CATALOGUE_VERSION = "2026.09.12";
+var CATALOGUE_VERSION = "2026.10.2";
 var CATALOGUE = [
   ...[...SOURCE_TELLS, ...COPY_TELLS, ...RESEARCH_TELLS, ...DENSITY_TELLS].map((t) => RENDERED_PATHS[t.id] ? { ...t, rendered: RENDERED_PATHS[t.id] } : t),
   ...SPECIFICITY_COPY_TELLS,

package/dist/phone.cjs

@@ -24,6 +24,7 @@ __export(phone_exports, {
   DEFAULT_MEASURED_DIR: () => DEFAULT_MEASURED_DIR,
   DEFAULT_SWEEP: () => DEFAULT_SWEEP,
   DEFAULT_THRESHOLDS: () => DEFAULT_THRESHOLDS,
+  DESKTOP: () => DESKTOP,
   EMPTY_BASELINE: () => EMPTY_BASELINE,
   LADDER: () => LADDER,
   PHONE: () => PHONE,
@@ -38,6 +39,7 @@ __export(phone_exports, {
   mainActionFor: () => mainActionFor,
   measurePhone: () => measurePhone,
   measurePhoneInPage: () => measurePhoneInPage,
+  measureRoute: () => measureRoute,
   measureSite: () => measureSite,
   measureViewportInPage: () => measureViewportInPage,
   measureViewports: () => measureViewports,
@@ -724,6 +726,21 @@ async function measureViewports(page, options) {
   await page.evaluate(() => document.fonts?.ready.then(() => void 0), void 0);
   return finish(options.route, await collect(page, options), options.out);
 }
+var DESKTOP = { viewport: { width: 1024, height: 768 }, deviceScaleFactor: 1 };
+async function measureRoute(open, options) {
+  if (!options.route.startsWith("/")) throw new Error(`measureRoute: route "${options.route}" should start with /`);
+  const collected = [];
+  for (const scope of ["phone", "wide"]) {
+    const { page, close } = await open(scope);
+    try {
+      await page.evaluate(() => document.fonts?.ready.then(() => void 0), void 0);
+      collected.push(await collect(page, { ...options, scope }));
+    } finally {
+      await close?.();
+    }
+  }
+  return finish(options.route, { perViewport: collected.flatMap((c) => c.perViewport), tested: collected.flatMap((c) => c.tested) }, options.out);
+}
 async function measureSite(browser, options) {
   const result = { routes: [], errors: [] };
   for (const route of options.routes) {
@@ -731,7 +748,7 @@ async function measureSite(browser, options) {
     let failed = null;
     for (const [scope, context] of [
       ["phone", PHONE],
-      ["wide", { viewport: { width: 1024, height: 768 }, deviceScaleFactor: 1 }]
+      ["wide", DESKTOP]
     ]) {
       const ctx = await browser.newContext({ ...context });
       try {
@@ -775,6 +792,7 @@ async function measurePhone(page, options) {
   DEFAULT_MEASURED_DIR,
   DEFAULT_SWEEP,
   DEFAULT_THRESHOLDS,
+  DESKTOP,
   EMPTY_BASELINE,
   LADDER,
   PHONE,
@@ -789,6 +807,7 @@ async function measurePhone(page, options) {
   mainActionFor,
   measurePhone,
   measurePhoneInPage,
+  measureRoute,
   measureSite,
   measureViewportInPage,
   measureViewports,