Case study

A working farm, a public event and two weeks to get the website right.

Hickory Run is a regenerative village planned around a working farm in eastern Ohio. Its web presence was a single Squarespace page, and a public event was already on the calendar.

Who we helped

Hickory Run AgriVillage, a planned community where the farm is the center of village life.

The goal

Turn a strong brand package into a full site that puts the farm first, live before the October 16 event.

What we did

Sorted out the facts, wrote the copy with the founder and launched a full site on her own domain before the event.

Industry Regenerative agricultureLocation Mahoning County, OhioYear 2026regenfarmliving.com ↗

The Hickory Run AgriVillage homepage — The homepage at regenfarmliving.com.

01 · The situation

The farm is the point

Judith Horvath, who we had worked with on Fairfield Grounded, came back with a clear brief: not huge, not complicated, live before October 16. The farm drives the whole project, so the site had to present it that way without sliding into the language of luxury real estate.

She arrived with a strong brand package: a style guide, logo files, a mockup and draft copy. It also disagreed with itself. Home counts, acreage and location descriptions changed from one document to the next.

02 · The work

One table, then six drafts

Before writing a word of the site, we put every conflicting fact into a single table and resolved it with Judith in one working session. That table became the source of truth for everything after it.

The copy went through six rounds in shared documents she could mark up directly. When she decided to pull the visit-booking section, it came off the live site the same day.

Hickory Run brand system

The farm came first.

Fraunces for headlines, Archivo for labels, Work Sans for reading. Every venture wears one color: green for the farm, blue for the homes, pumpkin for the shops.

Barn Red#9E2B25

Grass#4F6B3A

Patriot Blue#2E4B6B

Pumpkin#C25A1C

Ink#2B2620

Bone#ECE5D8

Judith arrived with a brand package. We cleaned up the logo files and turned the package into a working system for the site.

03 · The outcome

Live two weeks early

The site moved to regenfarmliving.com on October 2, two weeks ahead of the event. It presents the farm as the core of the village, uses Hickory Run’s own brand system and works on every phone we tested.

Judith administers her own domain and keeps editing copy in the same documents she reviewed it in. Her social accounts stay under her control.

How we built it

Put every conflicting fact into one table.
Resolved it with Judith in one working session.
Six rounds of copy in shared documents she could mark up.
Launched on regenfarmliving.com on October 2.

Time: Two weeks
Client owns: Her domain, the copy documents and her social accounts

From the A&I Spellbook

Fact-check your site, then size up the competition

Try this project’s research on your own business. Five prompts, one conversation.

Open the Spellbook

Show the prompts

Five steps, one conversation. We call it TEACH. Stop yelling at the robot. Start teaching it. Use ChatGPT, Claude, Gemini or Perplexity with web search on, and wait for each answer before sending the next step.

Paste this first: the house rules

Our fix for long, robotic AI answers. Send it before step T and it applies to the whole conversation.

House rules for this conversation:
- Do only what I ask. No extra sections, plans, rewrites or follow-up offers.
- Keep answers short. Lead with the answer, then the detail. No intro, no recap.
- Write like a person talking to a smart colleague. Plain words.
- No em dashes. Use a period, comma or parentheses.
- Don’t use: delve, leverage, unlock, harness, elevate, seamless, robust, landscape, game-changer, transformative.
- No “It’s not X, it’s Y.” No lists of three just because three sounds nice.
- No “Great question,” no “I hope this helps,” no closing summary.
- Don’t bullsh*t a bullsh*tter. If you don’t know or can’t verify something, say so.
- End every final answer with your sources (links) and a confidence level for each key point: high, medium or low.

Tell it who to be Summon

Give it a role and a goal.

You are a brand strategist and fact-checker who audits small-business websites before launch. I want to fact-check my website and see how comparable competitors set themselves apart from me.

Explore what it knows Divine

Ask before you explain. You’ll catch the gaps early.

Before we start: what do you know about auditing a website for accuracy, and how do you identify real competitors for a small business?

Ask with the real details Cast

Fill in the brackets. The more real it is, the better it works.

Here’s my context:
- Website: [URL]
- What we do and for whom: [one sentence]
- Where we operate: [area]
- Businesses I think we compete with (optional): [names]

1. Fact-check the site. List every number, name, price, date, location and claim. Flag anything that contradicts itself between pages, looks out of date or doesn’t match what other sites say about us.
2. Find 3 to 5 comparable businesses my customers would consider instead. For each: what they promise, who they say they’re for and how they set themselves apart.
3. Tell me what we offer that none of them clearly claims.
Put parts 1 and 2 in tables.

Check its work Ward

Make it show what it verified and fix what it guessed.

Check your answer. Mark anything you couldn’t verify with a live source, and correct anything you guessed. Then tell me which finding matters most and why.

Hand it off Inscribe

Turn it into a prompt you can reuse or give to your team.

Now write me a reusable prompt that captures everything we did in this conversation, so I can run it again next quarter or hand it to someone on my team.

Get all six spells in the A&I Spellbook →
TEACH is the A&I method, inspired by the RAPPEL framework from Trust Insights.

Next case study

Hillbilly Einstein Performance →

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