04 · Personalise # One profile per client. Their voice, their proof, their prices. Generic AI copy is what happens when the model knows nothing about the business. Brand profiles give it the truth, once, and reuse it everywhere. Profiles & inheritance ## Set site defaults. Override only what differs. Business name, phone, contact URL, address and language fall back to your site defaults when a profile leaves them blank, so a new client profile takes minutes, not an hour. - Tone, preferred CTA, services and differentiators - Proof points and banned phrases - "Never say" rules for things a client must never claim - Business schema type per client — plumber, dentist, attorney and more - Seven language and locale options Profiles included: Starter 1 · Professional 3 · Agency 5 · Agency Pro 10. *Diagram: Brand profiles inherit from site defaults, and individual pages can override a profile.* Case studies ### Real jobs, matched to the right page. Add each job with its service, area, what was done and the outcome. Writrex matches case studies to a page by service and area and leaves them out when nothing fits — it never fabricates a testimonial to fill the slot. Per-service pricing ### Fail-closed pricing. Enter a starting price, what it includes and notes per service. If Writrex can't match a page's service to a price with confidence, it shows no price at all rather than the wrong one. A site-wide fallback price is optional. **Why this matters.** Wrong prices and fake reviews are the fastest way to lose a client's trust. Both are designed out: pricing fails closed, and structured data for reviews and ratings is never generated from AI output. ## Used everywhere you generate. ### Manual generation Choose a profile in Page Overrides and see which fields are inherited from site defaults. ### Campaigns Apply a profile to a whole campaign so every scheduled page shares the same voice and proof. ### Quality checks Banned phrases, supplied proof and matched pricing all feed the quality gate. Get started ## Your competitors won't know how you did it. Install the free plugin. Upgrade when you are ready. [Get the free pre-release →](https://writrex.com/contact/) [View documentation →](https://writrex.com/docs/)