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You don’t need another idea.
You need the one your partner will actually feel.

The AlmaHome Black Card delivers what matters most:
a home they walk into and immediately exhale.

Come home to peace of mind. 

Lock it in for them for the entire year and receive 
$500 in free service credits. 

Black Card

AlmaHome EstateCare

Brand Positioning
AlmaHome is a premium, private residential home care service in Calgary. We are not a volume cleaning company. We serve a limited number of clients who value calm, trust, discretion, and consistency. Our work is designed to create peace of mind, not just a clean home.

Overall Tone & Feel

Calm, soft, and reassuring

Elegant, minimal, and uncluttered

Wellness-oriented rather than transactional

Never salesy, loud, or promotional

Speak like a quiet concierge, not a service provider

Emotional Goal
Visitors should feel:

Relief

Safety

Trust

Calm confidence

“I don’t need to worry about this anymore.”

Visual & Language Alignment
Write copy that matches:

Soft neutral palettes (cream, beige, warm whites)

Natural light, candles, quiet interiors

Slow, spacious layouts

Serif or refined typography

Short sections with generous white space

Language Rules

Avoid words like: cheap, fast, maid, hustle, deals, discounts

Do not overuse “cleaning” — focus on care, home wellness, consistency, experience

Use gentle, human phrasing (natural contractions are encouraged)

Prefer short sentences. Let ideas breathe.

How We Describe Services
Services should be framed as ongoing care, not tasks.

Examples of acceptable framing:

Weekly or bi-weekly home care

Private residential maintenance

Deep home detailing (by request)

Estate-level concierge support

Do not list long task checklists on the homepage.

Pricing & Availability

Do not display prices publicly

Do not promise availability

Emphasize limited capacity and suitability review

Geography

Calgary only

Quietly premium, never mass-market

Homepage Messaging Style
Lead with emotional benefit first, service second.

Examples of headline direction:

“Come Home to Peace of Mind”

“Premium Home Wellness in Calgary”

“Care for Your Home. Calm for Your Life.”

Call to Action Style
CTAs should feel gentle and invitational, not urgent.

Examples:

“Request a Private Consultation”

“Begin a Care Review”

“Explore Membership”

Avoid:

“Book Now”

“Get a Quote Fast”

“Limited Time”

What We Are Not

Not a one-time clean company

Not a discount service

Not high-volume

Not loud or trendy

Write everything as if the reader is sitting quietly in a candle-lit living room, exhaling for the first time that day.