About Hook Code
Hook Code is an online course for creators and small businesses whose posts get ignored. Its idea is that the first three seconds decide whether anyone watches, and that those seconds can be engineered. Students use its prompts and frameworks to turn Claude into their own content strategist, built around their business, customer and voice.
Its founder, Lloyd Williams, has been building on Shopify for nearly a decade and gives talks to businesses on the same three-second idea. Hook Code is the first course of his own, and he built it on Tevello with Claude.
Hook Code’s Strategy: Let Claude Build the Course
Much of the course is designed to be copied straight into Claude. Students take the prompts and instructions and use them to build their personal and brand “DNA” there.
To find a course platform, Lloyd went straight to AI. He told Claude and ChatGPT he was on Shopify and needed a course with modules and lessons that students could mark complete. He had one more requirement:
“I need you, Claude, to be able to plug into it, and they said, yep, use this one.”
Both recommended Tevello.
The Problem: Building by Hand Took Too Long
Lloyd first used Tevello to build a course for a friend’s men’s mental health business. He did it the old-fashioned way, adding each module and lesson himself, and it took long enough that when it came to his own course, he knew he couldn’t repeat it. “I don’t have the time, and I want to do languages,” he told us.
Publishing was its own chore. Each course had to be switched from secret to public, then every lesson taken off draft one at a time while staying hidden from anyone who hadn’t paid. Lloyd did that by hand for the English version and started on the Spanish one before stopping to ask whether Claude could do it instead.
The Solution: The Tevello MCP and Claude
The Tevello MCP lets an AI assistant such as Claude or ChatGPT connect to a store’s Tevello account and work inside it: read and create courses, modules and lessons, publish them, change settings, upload media and post in the community. It takes a few minutes to switch on from Tevello’s settings. Through it, Claude can do almost everything a merchant can do in the Tevello admin.
Courses built by Claude
Lloyd skipped Tevello’s tutorials and let Claude plug in and build the course. He gives Claude markdown files and full authority to carry out the work.
New languages overnight
Using Claude Cowork, the desktop version of Claude that can work through a long task on its own, Lloyd had the course built in eight languages: English, Spanish, Portuguese, Japanese, Korean, Indonesian, French and German.
“Claude does that overnight… and in the morning, they’re all done.”
Publishing handled by Claude
Lloyd took the English lessons off draft mode himself and started on the Spanish ones. Then he asked Claude to do it. For Korean, Japanese, Indonesian, French and German, Claude handled publishing on its own.
A community run with Claude
Claude also created Hook Code’s community, and it helps run it. Lloyd set up an automation that has Claude check in every three hours, read new questions and draft replies drawing on his Hook Code material. A member selling phone cases can ask for hooks, and Claude answers with ideas to start marketing. Lloyd reviews rather than writes every reply, and members get help between his own check-ins.
Quizzes without writing the questions
Claude turns the lesson material into quiz questions inside Tevello, so each lesson ends with a short check. Lloyd uses the results to see what learners understood and which lessons need work, and students get a certificate when they complete a course.
Media uploaded by Claude
Lloyd drops images and videos into a shared desktop folder. Claude uploads them and puts them in the right sequence.
Lloyd’s Story, Told by His AI Avatar
After the case study, Lloyd sent us a short video about his experience with Tevello, Claude and Hook Code, including how Claude now helps him answer questions in his community. True to form, he didn’t film it: the presenter is an AI avatar of Lloyd made with HeyGen, including the voice, from a script written with Claude. Watch to the end.
The Results: 136 Courses, Built in Weeks
Hook Code’s course is in a soft launch in eight languages. Between early September and late October, Claude made more than 15,000 calls to Tevello across 37 days of building. The store now holds 136 courses, the same 17 in each of 8 languages, with over 4,200 lessons between them.
Claude built it and published it, and Lloyd stepped in by hand only for the first languages. Next he plans short video breakdowns before each lesson, made from studio footage he has already recorded, with Claude uploading them.
“When people actually see how easy it is… there’s no excuse.”
Lloyd Williams
Founder, Hook Code
Where Can You Find Lloyd?
Website: https://hookcode.co
Instagram: https://www.instagram.com/hookcode.co/
An easy-to-use solution in Tevello
Tevello is an all-in-one platform for selling courses, offering digital products, and building community. It plays nicely with systems like Klaviyo to cross-sell products to the users who purchase courses and products from Shopify stores.
Try it for free for 14 days directly installed from the Shopify App Store and see how you can unify courses, memberships, and eCommerce to grow your brand’s impact.