Site profile

🌍 UK market · inheriting market defaults

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Niche — Vertical or topic area, e.g. iGaming, travel

2tonedesign.co.uk

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AI learning 10
Intelligence
Prompt impact

Persona 5/8 Keywords 0/4 E-E-A-T 2/4 Runtime Prompt

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Profile completion · 7/16 essentials

44%

Fill next: Niche

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Persona 5/8 Keywords 0/4 E-E-A-T 2/4

Show missing fields (9)

Niche — Vertical or topic area, e.g. iGaming, travel
Brand / author — Public-facing name readers see
Money site URL — Commercial destination for internal links
Primary keywords — Head terms this site should rank for
Supporting topics — Clusters and related themes
Search intent — comparison, informational, transactional…
Topic gaps — Angles competitors cover that you do not
Expertise positioning — Why readers should trust this site
…and 1 more

Persona & Identity 5/8

Niche *

Vertical or topic area, e.g. iGaming, travel

Brand / Author Name *

Public-facing name readers see

Language *

Tone *

Authority Style *

Content Focus *

Voice Attributes

conversational first-person-plural minimalist-philosophy-driven friendly-and-approachable design-criteria-oriented british-english informally-professional

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Target Audience *

Primary audience

Secondary segments

igaming-businesses-seeking-web-design small-business-owners-needing-minimalist-design

Money Site URL *

Commercial destination for internal links

Changing this triggers a profile rebuild.

Linking Strategy

Writing Style Notes

Content Themes

Auto-detected on rebuild

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SEO context

Keyword Landscape 0/4

Manual SEO context that directly shapes prompt focus and topic coverage.

Primary keywords *

Head terms this site should rank for

Clusters / supporting topics *

Clusters and related themes

Topic gaps / missing angles *

Angles competitors cover that you do not

Anchor / link opportunities

Keywords to avoid

Search intent *

comparison, informational, transactional…

Notes

Cannibalization risks

No risks recorded

AI-Applied Keyword Fields — usually filled by rebuild / AI filler

Primary Clusters

online casino design casino website design iGaming web design casino UX design casino UI design online casino designs

best UK casinos best UK casinos 2022 best UK casinos web design UK casino awards

free spins no deposit casino free spins casino free spins no deposit casino design no deposit casino

minimalist web design simple web design clean website design minimalist website simple website design UK

logo design simple logo design minimalist logo design logo design UK

Secondary Keywords

casino colour scheme casino navigation design casino customer support design casino accessibility options UK gambling market Indian online casino market Pronto casino PureWin casino Casumo design BGO casino Karamba casino design All British Casino design Party Casino design PlayZee casino design web design consultation website redesign service

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Keyword Gaps JSON

[
    {
        "keyword": "mobile casino design",
        "rationale": "Site discusses casino UX extensively but never addresses mobile responsiveness or mobile-first casino design, a major iGaming concern."
    },
    {
        "keyword": "casino landing page design",
        "rationale": "No content on designing high-converting casino landing pages; aligns with site's design expertise and affiliate intent."
    },
    {
        "keyword": "live casino design",
        "rationale": "Mentioned once in passing (All British Casino post); no dedicated content on live dealer UX/UI despite it being a high-value iGaming vertical."
    },
    {
        "keyword": "slot game UI design",
        "rationale": "Site references slots repeatedly but never discusses the design of slot game interfaces themselves."
    },
    {
        "keyword": "casino bonus page UX",
        "rationale": "Bonuses and promotions are central to casino sites; no content on how to design bonus/promotion pages effectively."
    },
    {
        "keyword": "gambling regulation compliance design",
        "rationale": "Site references UK gambling regulation in passing (PureWin post); no content on how compliance requirements shape casino web design choices."
    },
    {
        "keyword": "responsible gambling page design",
        "rationale": "Ethical and regulatory imperative for UK casino sites; no content despite site positioning itself as casino design authority."
    },
    {
        "keyword": "iGaming brand identity",
        "rationale": "Site discusses colour schemes and mascots per-casino but lacks a dedicated guide on building casino brand identity."
    },
    {
        "keyword": "casino payment page design",
        "rationale": "Deposits/withdrawals are critical casino UX; no content on designing payment flows."
    },
    {
        "keyword": "new casino site design trends",
        "rationale": "No trend-focused or year-based roundup content (e.g., '2024 casino design trends') which could capture seasonal search interest."
    }
]

Structured JSON — invalid JSON is rejected on save.

Commercial Intent Keywords JSON

[
    {
        "keyword": "free spins no deposit casino",
        "intent": "commercial_investigation",
        "evidence": "Post 75 title and body; homepage mention; 3 outbound links to freespinsnodepositnowager.com — highest affiliate link concentration on site.",
        "priority": "critical"
    },
    {
        "keyword": "best UK casinos",
        "intent": "commercial_investigation",
        "evidence": "Post 88 title and body; homepage mention of 'best uk casinos 2022'; comparison/award format signals commercial evaluation intent.",
        "priority": "critical"
    },
    {
        "keyword": "online casino design",
        "intent": "commercial",
        "evidence": "Post 70 title; homepage positioning; service page reference; signals business-seeking intent (casinos hiring designers).",
        "priority": "high"
    },
    {
        "keyword": "casino web design UK",
        "intent": "transactional",
        "evidence": "Implicit across multiple pages; site positions as UK-based casino web designer; $250 starting price on web page designs page.",
        "priority": "high"
    },
    {
        "keyword": "iGaming web design",
        "intent": "transactional",
        "evidence": "Post 70 mentions 'I-gaming space'; site claims expertise in UK gambling market.",
        "priority": "medium"
    },
    {
        "keyword": "logo design",
        "intent": "transactional",
        "evidence": "Dedicated logo designs page; $50 starting price; clear purchase intent.",
        "priority": "medium"
    },
    {
        "keyword": "minimalist web design",
        "intent": "commercial",
        "evidence": "Core brand positioning on homepage and meet-the-team; targets design-conscious businesses.",
        "priority": "medium"
    },
    {
        "keyword": "web page design service",
        "intent": "transactional",
        "evidence": "Dedicated web-page-designs page with 7-step process and $250 starting price.",
        "priority": "low"
    }
]

Structured JSON — invalid JSON is rejected on save.

E-E-A-T Profile 2/4

Long-lived trust and editorial expectations for this site.

Expertise / authority positioning *

Why readers should trust this site

Brand voice / editorial stance *

Voice, independence, disclosure style

Evidence / examples expectations

Citation / source expectations

Notes

Compliance / market constraints

What to avoid

Trust signals

Transparent pricing disclosed on service pages ($250 for web design starting, $50 for logos) Named founders (Anri and Harry) on a 'Meet the Team' page Methodology section present in casino awards post (evaluated layout, colour scheme, page design, navigation) Client case studies described with named companies (Pronto Casino, PureWin) Seven-step design process publicly documented (consultation, research, drafting, samples, meeting, refinement, revision) Claim of offices in both the UK and Mumbai, India

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AI-Applied E-E-A-T Fields

Authors *

Expertise signals

Co-founder of Two-Tone Designs with six years of web development experience First-hand experience designing websites for iGaming clients including casino platforms

Trust signals

Named publicly on the site's 'Meet the Team' page Personal anecdote about evaluating casino UX triggering a headache, suggesting hands-on product testing

Expertise signals

Co-founder of Two-Tone Designs with six years of web development experience

Trust signals

Named publicly on the site's 'Meet the Team' page

Expertise signals

Author archive exists on the site but no bio or credential detail available in the data Appears to be the site-wide author account used for all published content

Trust signals

No individual bio, credentials, or photo found — essentially an anonymous entity

Expertise Indicators

UX/UI design terminology used correctly throughout posts (intuitive layouts, cohesive colour schemes, mockups, wireframes) Knowledge of iGaming industry specifics — references to software providers, game categories (video poker, lottery, slots, live dealer), and market-specific regulation International localization expertise discussed — UK vs Indian online casino market differences, including Dutch-language considerations Accessibility design knowledge demonstrated (alt text, contrast options, font-size scaling) Detailed case study of PureWin market repositioning from UK to India with strategic design rationale Design principles articulated (KISS principle, MOCS principle — Model Online Casino Simplicity)

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Experience Evidence

First-person narrative throughout: 'We are Anri and Harry, and we've been developing websites for six years now' Origin story with personal detail: Anri developed a headache from an over-designed casino site, inspiring the minimalist design philosophy Hands-on client work described: 'A few months ago we got contacted by Pronto casino' — includes meeting details, design rationale, and launch timeline PureWin case study includes strategic decision-making: 'One of the first things that we did was review the online casino game offering for the Indian market' Direct comparison of casino UX: 'We spent some time comparing casinos and eventually found that Casumo really nailed it' Design process walkthrough on web-page-designs page with step-by-step client interaction details

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E-E-A-T Gaps

No individual author attribution on any post — all author_id fields are null despite an author archive existing No detailed author bios with professional credentials, certifications, or portfolio links No iGaming licensing, responsible gambling, or regulatory compliance information anywhere on the site Outbound links exclusively to affiliate/promotional gambling sites (freespinsnodepositnowager.com, slotprince.com, slottavern.com, onlinegamblingguru.com, onlinegokkengids.com) — no links to authoritative sources, regulators, or original research Site identity confusion: presents as a web design agency but publishes casino ranking/review content — undermines topical authority credibility No published dates on any posts (published_at is null) — freshness and recency cannot be verified Grammar and writing quality issues throughout (e.g., 'our favourites lies work', 'expect just to go that extra mile', 'able to them') — signals lack of editorial oversight Pricing listed in USD ($) rather than GBP (£) despite targeting UK market — undermines local trust No categories assigned to any posts — weak topical organisation signals Limited data — no homepage, About page schema, or structured data scan in v1, so organizational E-E-A-T signals (business registration, years active, team photos) cannot be verified programmatically No external validation of claimed client relationships (Pronto Casino, PureWin) — case studies are unverifiable from the data provided Very thin content overall (3 blog posts, 7 total pages, ~4,675 words site-wide) — insufficient depth for topical authority in either web design or iGaming

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No individual author attribution on any post — all author_id fields are null despite an author archive existing
No detailed author bios with professional credentials, certifications, or portfolio links
No iGaming licensing, responsible gambling, or regulatory compliance information anywhere on the site
Outbound links exclusively to affiliate/promotional gambling sites (freespinsnodepositnowager.com, slotprince.com, slottavern.com, onlinegamblingguru.com, onlinegokkengids.com) — no links to authoritative sources, regulators, or original research
Site identity confusion: presents as a web design agency but publishes casino ranking/review content — undermines topical authority credibility
No published dates on any posts (published_at is null) — freshness and recency cannot be verified
Grammar and writing quality issues throughout (e.g., 'our favourites lies work', 'expect just to go that extra mile', 'able to them') — signals lack of editorial oversight
Pricing listed in USD ($) rather than GBP (£) despite targeting UK market — undermines local trust
No categories assigned to any posts — weak topical organisation signals
Limited data — no homepage, About page schema, or structured data scan in v1, so organizational E-E-A-T signals (business registration, years active, team photos) cannot be verified programmatically
No external validation of claimed client relationships (Pronto Casino, PureWin) — case studies are unverifiable from the data provided
Very thin content overall (3 blog posts, 7 total pages, ~4,675 words site-wide) — insufficient depth for topical authority in either web design or iGaming

Runtime Preferences

Preferred AI Model

Language Override

Site prompt context override

Replaces the market default prompt block for this site only. Leave empty to inherit from the market brief.

AI Learning 10 active signals

1 weak axis 8 manual rules Custom instructions 8 evals

Custom AI instructions

Write as 2ToneDesign, a UK minimalist web design agency founded by Anri and Harry. Voice is approachable, plain-spoken, and design-principled — never slick, never salesy. Always anchor gambling-related topics to genuine web-design insight (layout, colour theory, UX, navigation, accessibility) rather than veering into affiliate-style promotional copy. Use British English spelling and conventions throughout (colour, minimise, categorise). Refer to the brand consistently as 2ToneDesign — do not alternate between 2-Tone Design, Two-Tone Designs, or other variants. Keep paragraphs short and focused; favour concrete examples of design choices over vague praise. Proofread rigorously: eliminate grammar slips (e.g., "lies work" → rephrase, "expect" → "expert", "sleet" → "sleek", "upmost" → "utmost"), awkward phrasing, and run-on sentences. Use GBP (£) exclusively for any pricing; never use USD ($) on a UK-facing site. Strip any raw CSS, HTML, or Elementor artefacts from body text before publishing. Each post must deliver substantive design insight — not just list casinos with surface-level colour descriptions. End with a clear, relevant takeaway for the reader. Stay honest: if a casino site is being used as a design case study, say so openly rather than disguising promotional content as editorial awards.

Rejection Patterns (AI will avoid these)

Do not use USD dollar signs for pricing on a UK-facing site; always use GBP (£).

Do not allow raw CSS or Elementor markup to appear in published body content.

Do not alternate between different brand name variants; use 2ToneDesign consistently.

Do not publish posts that list or review casinos without grounding every entry in a specific, explained design principle.

Do not use vague filler phrases like 'our favourites lies work' or 'excellent and extensive' in place of concrete design analysis.

Do not leave uncaught spelling or grammar errors such as 'expect' for 'expert', 'sleet' for 'sleek', or 'upmost' for 'utmost'.

Do not write casino-focused content that reads as affiliate link-building disguised as design awards.

Do not use overly casual or unprofessional tone on service pages (e.g., calling a past client's site 'awful' or 'embarrassing').

Health Factors

Persona 100%

Evaluations 100%

Freshness 0%

Decisions 0%

Data 0%

0 posts are stale (>6 months old) Approve or reject proposals to train AI preferences Sync posts inventory from WordPress

GA4 not connected GSC not connected — run Rebuild Profile to sync

Manual Intelligence

6 trust signals 6 prompt blocks ready

Site Context Block injected into all AI prompts

No site context block yet. Run the AI Profile Filler on this site card and accept the Context tab in the review modal to populate this field. Once set, the block is automatically prepended to every AI prompt (refresh content, evaluator, topic suggestions).

This preview shows which site-profile blocks are currently injected into prompts, where they came from, and what was dropped by the prompt budget.

Generation

3855/4200 chars

Editorial identity Writing guidance and persistent rules Keyword landscape E-E-A-T expectations Known weak axes Decision feedback

Included sections (6)

Editorial identity manual

- Target audience: {"primary":"uk-online-casino-players","secondary":["igaming-businesses-seeking-web-design","small-business-owners-needing-minimalist-design"]}
- Content focus: igaming-design-reviews
- Tone: casual-design-advocate
- Authority style: first_person_expert

Writing guidance and persistent rules manual

- Persistent site instructions: Write as 2ToneDesign, a UK minimalist web design agency founded by Anri and Harry. Voice is approachable, plain-spoken, and design-principled — never slick, never salesy. Always anchor gambling-related topics to genuine web-design insight (layout, colour theory, UX, navigation, accessibility) rather than veering into affiliate-style promotional copy. Use British English spelling and conventions throughout (colour, minimise, categorise). Refer to the brand consistently as 2ToneDesign — do not alternate between 2-Tone Design, Two-Tone Designs, or other variants. Keep paragraphs short and focused; favour concrete examples of design choices over vague praise. Proofread rigorously: eliminate grammar slips (e.g., "lies work" → rephrase, "expect" → "expert", "sleet" → "sleek", "upmost" → "utmost"), awkward phrasing, and run-on sentences. Use GBP (£) exclusively for any pricing; never use USD ($) on a UK-facing site. Strip any raw CSS, HTML, or Elementor artefacts from body text before publishing. Each post must deliver substantive design insight — not just list casinos with surface-level colour descriptions. End with a clear, relevant takeaway for the reader. Stay honest: if a casino site is being used as a design case study, say so openly rather than disguising promotional content as editorial awards.

Keyword landscape manual

- Primary keyword clusters: Name: Casino Web Design & UX; Keywords: online casino design, casino website design, iGaming web design, casino UX design, casino UI design, online casino designs; Intent: commercial, Name: Best UK Casinos; Keyw…
- Secondary keywords: casino colour scheme, casino navigation design, casino customer support design, casino accessibility options, UK gambling market, Indian online casino market, Pronto casino, PureWin casino, Casumo design, BGO casino,…
- Commercial-intent keywords: Keyword: free spins no deposit casino; Intent: commercial_investigation; Evidence: Post 75 title and body; homepage mention; 3 outbound links to freespinsnodepositnowager.com — highest affiliate link concentra…
- Topic gaps / missing angles: Keyword: mobile casino design; Rationale: Site discusses casino UX extensively but never addresses mobile responsiveness or mobile-first casino design, a major iGaming concern., Keyword: casino landing page d…

E-E-A-T expectations manual

- Trust signals: Transparent pricing disclosed on service pages ($250 for web design starting, $50 for logos), Named founders (Anri and Harry) on a 'Meet the Team' page, Methodology section present in casino awards post (evaluated layout,…

Known weak axes derived

- Unknown: avg 2.6/10

Decision feedback mixed

- Avoid pattern: Do not use USD dollar signs for pricing on a UK-facing site; always use GBP (£).
- Avoid pattern: Do not allow raw CSS or Elementor markup to appear in published body content.
- Avoid pattern: Do not alternate between different brand name variants; use 2ToneDesign consistently.
- Avoid pattern: Do not publish posts that list or review casinos without grounding every entry in a specific, explained design principle.

Evaluation

2992/3200 chars

Editorial identity Writing guidance and persistent rules Keyword landscape Known weak axes

2 blocks were dropped by the character budget.

Included sections (4)

Editorial identity manual

- Target audience: {"primary":"uk-online-casino-players","secondary":["igaming-businesses-seeking-web-design","small-business-owners-needing-minimalist-design"]}
- Content focus: igaming-design-reviews
- Tone: casual-design-advocate
- Authority style: first_person_expert

Writing guidance and persistent rules manual

- Persistent site instructions: Write as 2ToneDesign, a UK minimalist web design agency founded by Anri and Harry. Voice is approachable, plain-spoken, and design-principled — never slick, never salesy. Always anchor gambling-related topics to genuine web-design insight (layout, colour theory, UX, navigation, accessibility) rather than veering into affiliate-style promotional copy. Use British English spelling and conventions throughout (colour, minimise, categorise). Refer to the brand consistently as 2ToneDesign — do not alternate between 2-Tone Design, Two-Tone Designs, or other variants. Keep paragraphs short and focused; favour concrete examples of design choices over vague praise. Proofread rigorously: eliminate grammar slips (e.g., "lies work" → rephrase, "expect" → "expert", "sleet" → "sleek", "upmost" → "utmost"), awkward phrasing, and run-on sentences. Use GBP (£) exclusively for any pricing; never use USD ($) on a UK-facing site. Strip any raw CSS, HTML, or Elementor artefacts from body text before publishing. Each post must deliver substantive design insight — not just list casinos with surface-level colour descriptions. End with a clear, relevant takeaway for the reader. Stay honest: if a casino site is being used as a design case study, say so openly rather than disguising promotional content as editorial awards.

Keyword landscape manual

- Primary keyword clusters: Name: Casino Web Design & UX; Keywords: online casino design, casino website design, iGaming web design, casino UX design, casino UI design, online casino designs; Intent: commercial, Name: Best UK Casinos; Keyw…
- Secondary keywords: casino colour scheme, casino navigation design, casino customer support design, casino accessibility options, UK gambling market, Indian online casino market, Pronto casino, PureWin casino, Casumo design, BGO casino,…
- Commercial-intent keywords: Keyword: free spins no deposit casino; Intent: commercial_investigation; Evidence: Post 75 title and body; homepage mention; 3 outbound links to freespinsnodepositnowager.com — highest affiliate link concentra…
- Topic gaps / missing angles: Keyword: mobile casino design; Rationale: Site discusses casino UX extensively but never addresses mobile responsiveness or mobile-first casino design, a major iGaming concern., Keyword: casino landing page d…

Known weak axes derived

- Unknown: avg 2.6/10

Discarded sections (2)

E-E-A-T expectations 262 chars

- Trust signals: Transparent pricing disclosed on service pages ($250 for web design starting, $50 for logos), Named founders (Anri and Harry) on a 'Meet the Te...

Decision feedback 601 chars

- Avoid pattern: Do not use USD dollar signs for pricing on a UK-facing site; always use GBP (£).

Site profile

Site Context Block injected into all AI prompts

Bug Report Submitted!