Written for the framework, not for websites in general.
Every Horizon website uses the same framework, so these guides don't have to speak in generalities. They talk about the four service cards, the eight work photos, the about section with its two paragraphs. When a guide says to write one line for each service, that line has a place on the page waiting for it.
They also line up with the online form you fill in after checkout. It takes about 15 to 20 minutes and asks for the things these guides cover: your services, your photos, and the text that goes with them. Reading first makes the form quicker. Reading after is fine too, since your website is yours to edit anytime.