Set Up Your Brand from Your Website

Setting up a brand from scratch takes a while. If your business has a website, Orsa can do much of it for you. When you add your first location during setup, Orsa reads the website on your Google listing and prepares suggestions for most setup tabs:

Nothing is added until you click to accept it. You can preview each suggestion first and skip any you don’t like.

This only works during setup. The suggestions are shown while your brand is in onboarding. Once you click Complete Onboarding, they disappear. See Creating and Setting Up a Brand.

Quick start (5 minutes)

1. Open your brand’s Info tab.
2. Click Setup next to Quick Setup with Google Maps.
3. Paste your Google Maps link, click Search Location, then click Select next to your business. Your Google listing must include your website.
4. Wait a minute or two while Orsa reads your website. Keep the page open.
5. Click AI Suggestion next to About, check the text, and click Use This.
6. Visit Audience, Kit, Assets, Pillars and Playbook in the numbered setup row. On each, click Preview on the suggestion box, then accept it.

For help with the Google Maps link, see Brand Info and Locations.

How your website gets read

Orsa reads your website when both of these are true:

• Your brand is still in onboarding.
• You add a location from Google Maps, and that Google listing has a website.

It reads the website once, right after the location is added. This takes a minute or two, and the suggestions show up when it’s done, as long as the page stays open. It looks at your pages, the colors and fonts your site uses, its images, and links to your social accounts. If your site links to an Instagram account, it also reads up to 10 of your recent Instagram posts to understand your topics and voice.

Then it writes suggestions based on all of that.

Good to know:

• Adding another location replaces the suggestions. If you add a second location with a different website during setup, the suggestions are rebuilt from that second website.
• Typing a website into a location doesn’t trigger it. Only adding a location from Google Maps does.
• There’s no way to re-run it after setup. Once the brand is launched, fill in or change things by hand.

Description and industry

On the Info tab, under General Info:

1. Click AI Suggestion next to About. A box called AI Generated Suggestions opens, showing the suggested Description, Industry and Sub Industry.
2. Click Use This to save them. Or click Dismiss.

Use This replaces your description. It fills in Industry and Sub Industry only if they’re empty, so values you typed yourself are kept. To keep your own description, copy the parts you like and type them in with Edit instead.

Example: for a family bakery’s website, the suggestion might be Description: “Sunrise Bakery is a family-run neighborhood bakery baking bread, pastries and custom cakes fresh every morning.” Industry: Food & Beverage. Sub Industry: Bakery.

Social channels

On the Info tab, open Content Channels. If your website links to social accounts you haven’t added yet, you’ll see Social Channels Found, with one row per account.

Click Add next to each account you want as a content channel. Accounts on a platform you’ve already added aren’t suggested again.

Adding a channel here only tells Orsa where you post. To publish from Orsa, you connect the account separately. See Content Channels and Schedules.

Audience

On the Audience tab you’ll see AI Generated Audience Available, with the audience’s name.

1. Click Preview to see its Age Range, Values, Interests and Challenges.
2. Click Use This to create the audience.

The suggestion is only shown while you have no audiences. Once you add one, by hand or with Use This, it goes away. Review the new audience afterwards and adjust the percentages and wording to match who you really serve. See Audiences.

Colors and voice

On the Kit tab you’ll see AI Brand Assets Available. Click Preview to see what was found:

• Colors: up to 5 colors used on your website. Click Use Colors to add them as a new palette in your Brand Kit.
• Fonts: the font names your website uses. Click Use Fonts to add them as a new font group. Only the names are added; upload the font files in the Fonts section if you need them in designs. See Brand Kit.
• Logo: the logo found on your website, if any. It isn’t applied for you. Click Open full size, save it, and upload it as the brand logo or to your Visual Identity.
• Voice & Tone: a short description of how your brand sounds. Click Use Voice & Tone to save it as your Voice and tone.

Example: a suggested voice might read “Warm, friendly and neighborly, with a focus on freshness and family tradition.” Make it more specific before you launch, for example: “Warm and chatty, like talking to a regular. Short sentences. No corporate words. One emoji at most.”

Website images

On the Assets tab you’ll see AI Website Images Available, with how many images were found (up to 20).

1. Click Preview to see them. Hover over one and click View Full to see it at full size.
2. Click Import under each image you want. It’s copied into your assets, in the folder you have open.

Very small images, like icons, are usually skipped. Only JPEG, PNG and WebP images can be imported. If Import fails, you see “Failed to import image:” with the reason, like “Couldn’t download that image.” Save the image from your website and upload it to Assets yourself. See Assets Library.

Pillars

On the Pillars tab you’ll see AI Generated Pillars Available, with how many pillars were created for you.

1. Click Preview to see each pillar, its goal and its sub-pillars.
2. Click Use This to add all of them.

The button is greyed out while the pillars are added, and the suggestion goes away once they’re in. Afterwards, rename, delete or add pillars so they fit what you want to post about. See Content Pillars.

Example: for a bakery, you might get Behind the Scenes (sub-pillars: “Morning bake”, “Meet the bakers”) and Seasonal Specials (sub-pillars: “Holiday cakes”, “Summer menu”).

Playbook

On the Playbook tab you’ll see AI Generated Playbook Available, with how many rules and categories were made.

1. Click Preview to see the rules (do ✓ and don’t ✕) and the categories.
2. Click Use This to add them.

You get two sections:

• Brand Voice & Language: do and don’t rules, like “Use conversational language” or “Avoid corporate jargon”.
• Visual Style Tags: categories like Color Palette or Image Style, each with a few guidelines.

Like pillars, the suggestion goes away once its sections are added.

The suggested rules and categories are set to apply to Design only. If a rule should also guide ideas, blogs, emails or transcripts, open it in the Playbook and turn those on. See Playbook.

Ideas for using website setup

A local business with a simple website. Add your Google Maps listing first, and let Orsa draft everything. Then spend your time editing, not typing.

Example: a hair salon adds its Maps listing. In a few minutes it has a description, its Instagram as a channel, an audience called “Busy professionals 25–45”, its brand colors, and pillars like Transformations and Hair Care Tips. The owner renames one pillar, deletes another, and launches.

An agency onboarding a new client. Create the client’s brand, add their Maps listing, and use the suggestions as a first draft to review with the client.

Example: before a kickoff call, a freelancer accepts the suggested audience and Playbook for Peak Physio, then walks through them with the client and changes “Use medical terminology” to a don’t rule.

Tips for the best results

• Check your Google listing first. The website on your Google Maps listing is the one that gets read. If it’s missing or out of date, fix it on Google before adding the location.
• Add your main location first. Suggestions come from the website of the last location you add during setup.
• Make sure your website is live and public. If it doesn’t load quickly or is behind a password, few or no suggestions appear.
• Link your social accounts on your website. That’s how Orsa finds your channels, and your Instagram posts make the audience, pillars and Playbook more accurate.
• Edit before you launch. Suggestions are a first draft. Make the voice specific, remove pillars you won’t post about, and add your own Playbook rules.

Common questions

I don’t see any AI Suggestion buttons. Check that:

• Your brand is still in onboarding. Suggestions disappear after Complete Onboarding.
• You added the location from Google Maps, and the listing has a website. Open the location on the Info tab and look at Website.
• Your website loaded. If it was slow or blocked, no suggestions are made.

If all of that is true and you left the page before reading finished, reload the page.

How long does reading my website take? Usually a minute or two, longer if Orsa also reads your Instagram posts. Keep the page open after adding the location. The suggestions appear when it’s done.

I got “Failed to parse website data. Please try again.” Orsa couldn’t read the website. Your location was still added. You can fill in the tabs by hand, or delete the location and add it again from Google Maps to retry.

The Audience suggestion disappeared. It’s only shown while you have no audiences. If you already added one, the suggestion is hidden.

I have duplicate pillars or Playbook sections from a suggestion. This could happen before Use This was limited to one click. Delete the extra pillars or sections by hand.

Import failed for a website image. Some websites block copying their images. Save the image from your website, then upload it on the Assets tab.

Can I run the website setup again after launching? No. The suggestions are only available during onboarding. After launch, edit each tab directly.