# Brief — double-pane-or-triple-pane-windows

| Field | Value |
|-------|--------|
| hostname | www.windowscanada.com |
| live_url | https://www.windowscanada.com/whitepages/double-pane-or-triple-pane-windows.html |
| package | `workstreams/www.windowscanada.com/blog-refresh/refreshes/double-pane-or-triple-pane-windows/` |
| planned_at | 2026-08-13 |
| stage_status | APPROVED |
| keywords_confirmed | yes (briefing brief; Canada locId 2124) |
| decay | Δ clicks −336 (−40.3%); #3 weighted decay after skipping example_done |

## Target keyword(s)

- Primary: **double vs triple pane windows** (vol ~210; commercial/informational mix; SD 15)
- Supporting: triple pane vs double pane (~140); double vs triple pane windows canada; triple pane windows canada (~110)
- Do **not** target: transactional “buy triple pane windows” / pure product-money terms

`keywords_confirmed:` yes

## Declared intent

- Primary: Informational comparison (double vs triple pane) for Canadian homeowners
- Secondary: Climate/comfort decision help (when double is enough vs when triple helps)
- Must NOT own: Product landing / buy-now / price-first commercial intent (fence to `/windows.html`)

## Uniqueness / cannibalisation fence

| Sibling / hub | Owns | This page does |
|---------------|------|----------------|
| `/windows.html` | Product / quote / uPVC casement offer | Soft mid-body link once; no hard sell |
| Geo city window pages (e.g. Halifax) | Local product pages | Remove Halifax product digression from body |
| Other whitepages efficiency posts | Adjacent education | Own the **pane-count comparison** question only |

## Diagnosis (from live)

- Intro buries the comparison answer; first H2 is Title Case and long.
- Em dashes throughout; Title Case H2/H3 labels.
- Speculative ROI / savings % / payback years (10–20%, 5–10 years, “better ROI,” Tony “pays off within a few winters”).
- Comparison tables incomplete or garbled (empty pane/cavity cells; climate rows swapped/blank).
- Lists vinyl/aluminum/fibreglass/wood as if general CCW design options; CCW windows = **uPVC casement only**.
- Halifax product link mid-body pulls toward local commercial intent.
- Live Helen quote is qualitative and keepable; Tony payback quote should go.

## Length calibration

| Source | Words (approx.) |
|--------|----------------:|
| Live (extract) | ~2,250 (noisy CMS) |
| Target band | 1,400–1,800 clean educational |
| Approach | Tighten hype; keep tables + FAQ; lead with short answer |

## Meta / title decision

- Title: Soften “Cost & Comfort / ROI” commercial tilt; keep Canada + comparison
- H1: Sentence-case live question
- Meta: Lead with comparison utility; drop ROI / em dash

## Edit plan

1. Open with short answer for primary KW → verify first two paragraphs answer double vs triple
2. Sentence-case headings; strip em dashes → QA grep
3. Rebuild one accurate comparison table; drop broken second table or merge → verify cells
4. Soften all unverified % / payback / ROI → qualitative comfort/noise/climate only
5. Frame materials: industry note + CCW uPVC casement; no wood/fibreglass as CCW products
6. One soft link to `/windows.html`; remove Halifax product link
7. Keep three live S3 content images; Helen live quote only
8. Soft CTA + 25-year transferable warranty if warranty is mentioned

## Challenge loop (M)

1. **Solves queue problem?** Yes: #3 decay URL; comparison intent under-owned in intro; claim risk high.
2. **Alternatives?** (a) Meta-only polish — insufficient for −40% clicks. (b) Defer — loses high-impr comparison URL. Full refresh chosen.
3. **Drop:** Second garbled decision table; Tony ROI quote; Halifax digression; invented savings %.