About your business
Tell us the basics. Your team plans and writes against this.
Services
What you sell, with pricing as you show it. These also become your service catalog.
Your voice
Words and phrases you actually use
Example lines (from your site or how you talk)
Who you are for
What you call things
Your words for the standard terms, like Contacts becoming Patients. The team uses your words.
Where you are online
Your targets
Goals and constraints. The dashboard keeps score against these.