Milestone 01 · Deliverables v1
What the current site costs the firm, the structure that replaces it, and the three decisions that unblock milestone 02.
Twenty-three findings from the August 10 capture. The full report is on file — this is the part that carries a decision.
The bottleneck
Credibility rests entirely on one biography. Remove Dr. Peguero's bio and nothing verifiable is left on the site.
No capital deployed, no deal count, no founding year, no entry dates, no case studies, no press. The portfolio — the section that should prove the firm can invest — is four silent logos. Everything else in the report is downstream of that.
Where the 23 findings land
| Group | Findings | Fixable on the live site now | Resolved by the rebuild | Needs HERA content |
|---|---|---|---|---|
| Credibility | 11 | 5 | 2 | 4 |
| Structure and search | 6 | 1 | 5 | — |
| Technical | 6 | 1 | 5 | — |
| Total | 23 | 7 | 12 | 4 |
Four findings are not ours to close. Portfolio detail, verifiable figures, the full executive roster, and any signal that the firm is active this quarter are content only HERA holds. No amount of design substitutes for them.
| Content inventory | Words | Share |
|---|---|---|
| Team | 214 | 31.5% |
| Portfolio | 7 | 1.0% |
| Home page, total | 679 | 100% |
| Technical baseline | Today | Go-live |
|---|---|---|
| Indexable pages | 2 | 9+ |
| Images with alt text | 0 of 20 | All |
| Session duration | ~30s | 90s |
One decision on the live site
Decision · this week
Does herainvesting.com stay live for the next seven weeks, or go to a holding page?
The site currently opens with “Notice: Rebrand underway. Some site features may be affected.”, carries three visible typos, publishes a Gmail address and the wrong company address, and has an Under Construction page in its own sitemap. That is what a qualified reader meets until October 2.
The structure that replaces the single page, and the words it needs to fill.
Decision · today
Four vertical pages at the top level — healthcare, energy, real estate, alternative businesses.
Today one URL carries seven topics, so nothing can rank for “waste to energy investment” or “oncology clinic investment.” Four top-level pages stay inside scope — only third-level subpages are excluded — and the home page keeps its single guided scroll. They are a go only if HERA's team has the bandwidth to write them. Each needs a thesis paragraph and a set of investment criteria that do not exist today; the focus-area bullets already do. Four pages of placeholder copy would cost more credibility than the pages gain.
Proposed sitemap
/ Home — one guided scroll, reverse pyramid
├── /healthcare/ Conditional on content bandwidth
├── /energy/ Conditional on content bandwidth
├── /real-estate/ Conditional on content bandwidth
├── /alternative-businesses/ Conditional on content bandwidth
├── /journal/ Index — CMS collection, latest first
│ └── /journal/{slug}/ Post — CMS entry
├── /privacy-policy/ Legal — migrated, effective date refreshed
└── /cookie-policy/ Legal — migrated
Removed: /under-construction/ → 301 to /
Home page content map
| # | Section | Job it does | Words | Status |
|---|---|---|---|---|
| 1 | Hero | What HERA does, who it helps, why now — in one screen | 30–45 | Blocked — decision 01 |
| 2 | Proof strip | Three or four figures that make the claim checkable | 15–25 | Blocked — decision 02 |
| 3 | What HERA does | The four verticals, scannable, each linking to its page | 140–180 | Draftable now |
| 4 | Why HERA | The four pillars, rewritten in an operator's voice | 120–150 | Draftable now |
| 5 | Portfolio | Real entries that demonstrate the firm can invest | 150–200 | Blocked — HERA content |
| 6 | Team | Operator credibility, stated as the differentiator | 200–260 | Partial — 2 of the roster written |
| 7 | Journal | Evidence the firm is active this quarter | Dynamic | Needs a cadence commitment |
| 8 | Contact | The one action the whole page pushes toward | 40–60 | Blocked — decision 03 |
| 9 | Footer | Legal entity, disclaimer, policies, correct address | 60–80 | Draftable now |
| Total | Against 679 words today | 755–1,000 | 4 of 9 blocked |
CMS collections
| Collection | Required fields |
|---|---|
| Portfolio entry | Brand, sector, region, entry year, description, HERA's role, logo, alt text, link. An entry cannot be saved without sector, entry year, and role — this is where the portfolio problem gets fixed permanently. |
| Team member | Name, role, shared title, belief statement, bio, portrait, alt text |
| Journal post | Title, slug, date, author, summary, body, hero image, alt text |
| Vertical | Name, slug, thesis, focus areas, investment criteria — only if the vertical pages are approved |
Content HERA owes
| Item | Needed by | Blocks |
|---|---|---|
| Answers to the three open decisions | Today, Aug 14 | Hero, proof strip, contact design |
| Go / no-go on the four vertical pages | Today, Aug 14 | Sitemap sign-off, wireframe count |
| Portfolio detail for all five brands | Fri, Aug 21 | Portfolio section, CMS schema |
| Full executive roster, bios, belief statements | Fri, Aug 21 | Team section, Person schema |
| Thesis and investment criteria per vertical | Fri, Aug 28 | Vertical pages, wireframes |
| Journal publishing cadence | Fri, Sep 4 | Journal section |
Twenty-three terms drawn from HERA's own vocabulary, not a generic finance list — the specific language is the only language the firm can credibly win. The acceptance criterion asks for five.
Where these land
Six terms have a home today. Fifteen wait on the vertical pages. Two wait on the journal.
One indexable URL is carrying seven topics, so every non-brand term below is competing against the firm's own home page. The keyword map and the vertical-pages decision are one argument — approve the pages and fifteen of these get somewhere to rank; decline, and the map collapses to the six brand and positioning terms.
Target keywords
| Keyword | Intent | Target URL | Status today | P |
|---|---|---|---|---|
| hera investing | Navigational | / | Ranking — brand, held | 1 |
| real economy investment firm | Commercial | / | In the meta description, but no page is about it | 1 |
| operator-led investment firm | Commercial | / | Not addressed — and it is the whole differentiator | 1 |
| oncology clinic investment | Commercial | /healthcare/ | Not addressed | 1 |
| oncology platform investors | Commercial | /healthcare/ | Not addressed | 1 |
| clinical research site investment | Commercial | /healthcare/ | Not addressed — strongest credential match on the site | 1 |
| waste to energy investment | Commercial | /energy/ | One bullet on the home page | 1 |
| waste to energy project finance | Commercial | /energy/ | Not addressed | 1 |
| offtake-backed project finance | Informational | /energy/ | Not addressed — precise, low competition, already HERA's word | 1 |
| clinical facility real estate investment | Commercial | /real-estate/ | Not addressed — bridges two verticals, nobody is claiming it | 1 |
| what operators look for in an investment partner | Informational | /journal/ | No journal exists — this is HERA's argument, as a post | 1 |
| hera pw ltd | Navigational | / | Appears only in the footer disclaimer | 2 |
| long-term investment partner for operators | Commercial | / | Not addressed | 2 |
| operator-first governance | Informational | / | A pillar heading with nothing behind it | 2 |
| precision oncology investment | Commercial | /healthcare/ | Appears once, as a bullet | 2 |
| healthcare infrastructure private investment | Commercial | /healthcare/ | Not addressed | 2 |
| latam healthcare investment partner | Commercial | /healthcare/ | Three of four portfolio brands are Mexican, and it is never stated | 2 |
| industrial solar investment partner | Commercial | /energy/ | Not addressed | 2 |
| cross-border joint venture mexico | Commercial | /alternative-businesses/ | Matches the actual portfolio | 2 |
| how offtake-backed project finance works | Informational | /journal/ | No journal exists | 2 |
| regional energy cluster investment | Commercial | /energy/ | Not addressed | 3 |
| destination hospitality real estate investors | Commercial | /real-estate/ | Not addressed | 3 |
| income-producing real assets investment | Commercial | /real-estate/ | Not addressed | 3 |
| 23 terms | 11 at P1 | 6 URLs | 22 of 23 unaddressed today |
Deliberately not targeted
| Term family | Why not |
|---|---|
| “best investment firm”, “top investment company” | Superlatives. The brand is not arrogant, and the traffic is comparison shoppers HERA cannot convert. |
| “high return investments”, “investment returns” | The voice counts the work, not the money. No returns claim appears anywhere in the product. |
| “how to invest”, “investment for beginners” | Retail intent. Wrong reader entirely. |
| “private equity firm” | Adjacent, but it flattens the operator-led positioning into the category HERA is trying not to sit in. |
| Spanish-language terms | English only this engagement. Worth revisiting after launch, given the LATAM portfolio. |
Two caveats, both worth stating out loud. No search volumes or rank positions appear above — Search Console is not connected, and inventing numbers would be worse than publishing none; priorities here are judgment, and they get re-ranked against real impressions the day access is shared. And the technical floor has to be built first: one H1 per page carrying its target term, alt text enforced at the CMS, hand-authored Organization and Person schema, a generated sitemap.xml with /under-construction/ 301'd, and Core Web Vitals passing on mobile.
Three decisions. All three change work that starts today.
The three open decisions
TodayPrimary audience, evidence at launch, primary action — posted on the work plan. Four of the nine home-page sections cannot be written until they are answered, and the hero is one of them.
Go / no-go on the four vertical pages
TodayThe condition is bandwidth, not budget: each page needs a thesis and investment criteria that only HERA can write. If the content will not be there, the answer is no — and the home page absorbs the verticals as sections, as it does today. Either way it sets the wireframe count for milestone 02, which starts today.
Keep the live site, or put up a holding page
This weekSeven weeks to go-live. If it stays live, six fixes clean it — five of them HERA's, under an hour each. Not deciding is deciding to leave the rebrand banner up.