Merge pull request #76 from coreyhaines31/development

Release: skill descriptions, evals, and writing audit for all 32 skills

README.md

@@ -78,8 +78,8 @@ See each skill's **Related Skills** section for the full dependency map.
 | [product-marketing-context](skills/product-marketing-context/) | When the user wants to create or update their product marketing context document. Also use when the user mentions... |
 | [programmatic-seo](skills/programmatic-seo/) | When the user wants to create SEO-driven pages at scale using templates and data. Also use when the user mentions... |
 | [referral-program](skills/referral-program/) | When the user wants to create, optimize, or analyze a referral program, affiliate program, or word-of-mouth strategy.... |
-| [revops](skills/revops/) | When the user wants help with revenue operations, lead lifecycle management, or marketing-to-sales handoff... |
-| [sales-enablement](skills/sales-enablement/) | When the user wants to create sales collateral, pitch decks, one-pagers, objection handling docs, or demo scripts... |
+| [revops](skills/revops/) | When the user wants help with revenue operations, lead lifecycle management, or marketing-to-sales handoff processes.... |
+| [sales-enablement](skills/sales-enablement/) | When the user wants to create sales collateral, pitch decks, one-pagers, objection handling docs, or demo scripts. Also... |
 | [schema-markup](skills/schema-markup/) | When the user wants to add, fix, or optimize schema markup and structured data on their site. Also use when the user... |
 | [seo-audit](skills/seo-audit/) | When the user wants to audit, review, or diagnose SEO issues on their site. Also use when the user mentions "SEO... |
 | [signup-flow-cro](skills/signup-flow-cro/) | When the user wants to optimize signup, registration, account creation, or trial activation flows. Also use when the... |

skills/ab-test-setup/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: ab-test-setup
-description: When the user wants to plan, design, or implement an A/B test or experiment. Also use when the user mentions "A/B test," "split test," "experiment," "test this change," "variant copy," "multivariate test," or "hypothesis." For tracking implementation, see analytics-tracking.
+description: When the user wants to plan, design, or implement an A/B test or experiment. Also use when the user mentions "A/B test," "split test," "experiment," "test this change," "variant copy," "multivariate test," "hypothesis," "should I test this," "which version is better," "test two versions," "statistical significance," or "how long should I run this test." Use this whenever someone is comparing two approaches and wants to measure which performs better. For tracking implementation, see analytics-tracking. For page-level conversion optimization, see page-cro.
 metadata:
   version: 1.1.0
 ---
@@ -180,7 +180,7 @@ We'll know this is true when [metrics].
 - Check segment quality
 - Document external factors
 
-**DON'T:**
+**Avoid:**
 - Peek at results and stop early
 - Make changes to variants
 - Add traffic from new sources

skills/ad-creative/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: ad-creative
-description: "When the user wants to generate, iterate, or scale ad creative — headlines, descriptions, primary text, or full ad variations — for any paid advertising platform. Also use when the user mentions 'ad copy variations,' 'ad creative,' 'generate headlines,' 'RSA headlines,' 'bulk ad copy,' 'ad iterations,' 'creative testing,' or 'ad performance optimization.' This skill covers generating ad creative at scale, iterating based on performance data, and enforcing platform character limits. For campaign strategy and targeting, see paid-ads. For landing page copy, see copywriting."
+description: "When the user wants to generate, iterate, or scale ad creative — headlines, descriptions, primary text, or full ad variations — for any paid advertising platform. Also use when the user mentions 'ad copy variations,' 'ad creative,' 'generate headlines,' 'RSA headlines,' 'bulk ad copy,' 'ad iterations,' 'creative testing,' 'ad performance optimization,' 'write me some ads,' 'Facebook ad copy,' 'Google ad headlines,' 'LinkedIn ad text,' or 'I need more ad variations.' Use this whenever someone needs to produce ad copy at scale or iterate on existing ads. For campaign strategy and targeting, see paid-ads. For landing page copy, see copywriting."
 metadata:
   version: 1.1.0
 ---
@@ -64,7 +64,7 @@ Pull performance data → Identify winning patterns → Generate new variations
 
 ## Platform Specs
 
-**Always enforce these limits.** Never deliver creative that exceeds platform character limits.
+Platforms reject or truncate creative that exceeds these limits, so verify every piece of copy fits before delivering.
 
 ### Google Ads (Responsive Search Ads)
 
@@ -320,7 +320,7 @@ For large-scale creative production (Anthropic's growth team generates 100+ vari
 - **Writing headlines that only work together** — RSA headlines get combined randomly
 - **Ignoring character limits** — Platforms truncate without warning
 - **All variations sound the same** — Vary angles, not just word choice
-- **No CTA headlines** — Always include action-oriented headlines
+- **No CTA headlines** — RSAs need action-oriented headlines to drive clicks; include at least 2-3
 - **Generic descriptions** — "Learn more about our solution" wastes the slot
 - **Iterating without data** — Gut feelings are less reliable than metrics
 - **Testing too many things at once** — Change one variable per test cycle

skills/ad-creative/evals/evals.json

@@ -20,13 +20,13 @@
     {
       "id": 2,
       "prompt": "I need Google Ads copy for our CRM product. We're targeting the keyword 'best CRM for small business'. Need responsive search ads.",
-      "expected_output": "Should generate Google RSA creative respecting character limits: headlines (≤30 chars each, need 10-15 variations) and descriptions (≤90 chars each, need 4+ variations). Should pin key headlines to positions 1-2 for message consistency. Should include the target keyword in headlines. Should provide multiple angle-based variations. Should suggest ad extensions (sitelinks, callouts, structured snippets). Should follow Google Ads best practices for RSA.",
+      "expected_output": "Should generate Google RSA creative respecting character limits: headlines (≤30 chars each, need 10-15 variations) and descriptions (≤90 chars each, need 4+ variations). Should note that pinning should be used sparingly as it reduces optimization. Should include the target keyword in headlines. Should provide multiple angle-based variations. Should suggest ad extensions (sitelinks, callouts, structured snippets). Should follow Google Ads best practices for RSA.",
       "assertions": [
         "Respects Google RSA character limits (30 char headlines, 90 char descriptions)",
         "Generates 10-15 headline variations",
         "Generates 4+ description variations",
         "Includes target keyword in headlines",
-        "Suggests pinning strategy",
+        "Notes pinning should be used sparingly per skill guidance",
         "Suggests ad extensions",
         "Uses angle-based variation approach"
       ],
@@ -63,7 +63,7 @@
     {
       "id": 5,
       "prompt": "I need to generate a big batch of ad variations for a multi-platform campaign launching next week. We're a meal delivery service targeting busy professionals. Need ads for Google, Meta, and TikTok.",
-      "expected_output": "Should activate the batch generation workflow. Should generate creative for all three platforms respecting each platform's character limits: Google RSA (30/90), Meta (125/40/30), TikTok (≤80 chars). Should identify 3-5 angles that work across platforms (convenience, health, time savings, variety, cost vs eating out). Should generate variations per angle per platform. Should note platform-specific creative considerations (TikTok needs video concepts, not just text). Should organize output clearly by platform.",
+      "expected_output": "Should activate the batch generation workflow. Should generate creative for all three platforms respecting each platform's character limits: Google RSA (30/90), Meta (125/40/30), TikTok (80 chars recommended, 100 max). Should identify 3-5 angles that work across platforms (convenience, health, time savings, variety, cost vs eating out). Should generate variations per angle per platform. Should note platform-specific creative considerations (TikTok needs video concepts, not just text). Should organize output clearly by platform.",
       "assertions": [
         "Activates batch generation workflow",
         "Generates for all three platforms",

skills/ai-seo/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: ai-seo
-description: "When the user wants to optimize content for AI search engines, get cited by LLMs, or appear in AI-generated answers. Also use when the user mentions 'AI SEO,' 'AEO,' 'GEO,' 'LLMO,' 'answer engine optimization,' 'generative engine optimization,' 'LLM optimization,' 'AI Overviews,' 'optimize for ChatGPT,' 'optimize for Perplexity,' 'AI citations,' 'AI visibility,' or 'zero-click search.' This skill covers content optimization for AI answer engines, monitoring AI visibility, and getting cited as a source. For traditional technical and on-page SEO audits, see seo-audit. For structured data implementation, see schema-markup."
+description: "When the user wants to optimize content for AI search engines, get cited by LLMs, or appear in AI-generated answers. Also use when the user mentions 'AI SEO,' 'AEO,' 'GEO,' 'LLMO,' 'answer engine optimization,' 'generative engine optimization,' 'LLM optimization,' 'AI Overviews,' 'optimize for ChatGPT,' 'optimize for Perplexity,' 'AI citations,' 'AI visibility,' 'zero-click search,' 'how do I show up in AI answers,' 'LLM mentions,' or 'optimize for Claude/Gemini.' Use this whenever someone wants their content to be cited or surfaced by AI assistants and AI search engines. For traditional technical and on-page SEO audits, see seo-audit. For structured data implementation, see schema-markup."
 metadata:
   version: 1.1.0
 ---
@@ -353,7 +353,7 @@ Monthly manual check:
 - **Ignoring AI search entirely** — ~45% of Google searches now show AI Overviews, and ChatGPT/Perplexity are growing fast
 - **Treating AI SEO as separate from SEO** — Good traditional SEO is the foundation; AI SEO adds structure and authority on top
 - **Writing for AI, not humans** — If content reads like it was written to game an algorithm, it won't get cited or convert
-- **No freshness signals** — Undated content loses to dated content. Always show when content was last updated
+- **No freshness signals** — Undated content loses to dated content because AI systems weight recency heavily. Show when content was last updated
 - **Gating all content** — AI can't access gated content. Keep your most authoritative content open
 - **Ignoring third-party presence** — You may get more AI citations from a Wikipedia mention than from your own blog
 - **No structured data** — Schema markup gives AI systems structured context about your content

skills/analytics-tracking/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: analytics-tracking
-description: When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," or "tracking plan." For A/B test measurement, see ab-test-setup.
+description: When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," "tracking plan," "how do I measure this," "track conversions," "attribution," "Mixpanel," "Segment," "are my events firing," or "analytics isn't working." Use this whenever someone asks how to know if something is working or wants to measure marketing results. For A/B test measurement, see ab-test-setup.
 metadata:
   version: 1.1.0
 ---

skills/churn-prevention/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: churn-prevention
-description: "When the user wants to reduce churn, build cancellation flows, set up save offers, recover failed payments, or implement retention strategies. Also use when the user mentions 'churn,' 'cancel flow,' 'offboarding,' 'save offer,' 'dunning,' 'failed payment recovery,' 'win-back,' 'retention,' 'exit survey,' 'pause subscription,' or 'involuntary churn.' This skill covers voluntary churn (cancel flows, save offers, exit surveys) and involuntary churn (dunning, payment recovery). For post-cancel win-back email sequences, see email-sequence. For in-app upgrade paywalls, see paywall-upgrade-cro."
+description: "When the user wants to reduce churn, build cancellation flows, set up save offers, recover failed payments, or implement retention strategies. Also use when the user mentions 'churn,' 'cancel flow,' 'offboarding,' 'save offer,' 'dunning,' 'failed payment recovery,' 'win-back,' 'retention,' 'exit survey,' 'pause subscription,' 'involuntary churn,' 'people keep canceling,' 'churn rate is too high,' 'how do I keep users,' or 'customers are leaving.' Use this whenever someone is losing subscribers or wants to build systems to prevent it. For post-cancel win-back email sequences, see email-sequence. For in-app upgrade paywalls, see paywall-upgrade-cro."
 metadata:
   version: 1.1.0
 ---
@@ -375,7 +375,7 @@ Test one variable at a time:
 - **Guilt-trip copy** — "Are you sure you want to abandon us?" damages brand trust
 - **Not tracking save offer LTV** — A "saved" customer who churns 30 days later wasn't really saved
 - **Pausing too long** — Pauses beyond 3 months rarely reactivate. Set limits.
-- **No post-cancel path** — Always make reactivation easy and trigger win-back emails
+- **No post-cancel path** — Make reactivation easy and trigger win-back emails, because some churned users will want to come back
 
 ---
 

skills/cold-email/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: cold-email
-description: Write B2B cold emails and follow-up sequences that get replies. Use when the user wants to write cold outreach emails, prospecting emails, cold email campaigns, sales development emails, or SDR emails. Covers subject lines, opening lines, body copy, CTAs, personalization, and multi-touch follow-up sequences.
+description: Write B2B cold emails and follow-up sequences that get replies. Use when the user wants to write cold outreach emails, prospecting emails, cold email campaigns, sales development emails, or SDR emails. Also use when the user mentions "cold outreach," "prospecting email," "outbound email," "email to leads," "reach out to prospects," "sales email," "follow-up email sequence," "nobody's replying to my emails," or "how do I write a cold email." Covers subject lines, opening lines, body copy, CTAs, personalization, and multi-touch follow-up sequences. For warm/lifecycle email sequences, see email-sequence. For sales collateral beyond emails, see sales-enablement.
 metadata:
   version: 1.1.0
 ---
@@ -100,7 +100,7 @@ See [subject-lines.md](references/subject-lines.md) for the full data.
 
 ## Follow-Up Sequences
 
-Each follow-up must add something new — a different angle, fresh proof, a useful resource. Never "just checking in."
+Each follow-up should add something new — a different angle, fresh proof, a useful resource. "Just checking in" gives the reader no reason to respond.
 
 - 3-5 total emails, increasing gaps between them
 - Each email should stand alone (they may not have read the previous ones)

skills/competitor-alternatives/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: competitor-alternatives
-description: "When the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when the user mentions 'alternative page,' 'vs page,' 'competitor comparison,' 'comparison page,' '[Product] vs [Product],' '[Product] alternative,' or 'competitive landing pages.' Covers four formats: singular alternative, plural alternatives, you vs competitor, and competitor vs competitor. Emphasizes deep research, modular content architecture, and varied section types beyond feature tables."
+description: "When the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when the user mentions 'alternative page,' 'vs page,' 'competitor comparison,' 'comparison page,' '[Product] vs [Product],' '[Product] alternative,' 'competitive landing pages,' 'how do we compare to X,' 'battle card,' or 'competitor teardown.' Use this for any content that positions your product against competitors. Covers four formats: singular alternative, plural alternatives, you vs competitor, and competitor vs competitor. For sales-specific competitor docs, see sales-enablement."
 metadata:
   version: 1.1.0
 ---

skills/content-strategy/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: content-strategy
-description: When the user wants to plan a content strategy, decide what content to create, or figure out what topics to cover. Also use when the user mentions "content strategy," "what should I write about," "content ideas," "blog strategy," "topic clusters," or "content planning." For writing individual pieces, see copywriting. For SEO-specific audits, see seo-audit.
+description: When the user wants to plan a content strategy, decide what content to create, or figure out what topics to cover. Also use when the user mentions "content strategy," "what should I write about," "content ideas," "blog strategy," "topic clusters," "content planning," "editorial calendar," "content marketing," "content roadmap," "what content should I create," "blog topics," "content pillars," or "I don't know what to write." Use this whenever someone needs help deciding what content to produce, not just writing it. For writing individual pieces, see copywriting. For SEO-specific audits, see seo-audit. For social media content specifically, see social-content.
 metadata:
   version: 1.1.0
 ---

skills/copy-editing/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: copy-editing
-description: "When the user wants to edit, review, or improve existing marketing copy. Also use when the user mentions 'edit this copy,' 'review my copy,' 'copy feedback,' 'proofread,' 'polish this,' 'make this better,' or 'copy sweep.' This skill provides a systematic approach to editing marketing copy through multiple focused passes."
+description: "When the user wants to edit, review, or improve existing marketing copy. Also use when the user mentions 'edit this copy,' 'review my copy,' 'copy feedback,' 'proofread,' 'polish this,' 'make this better,' 'copy sweep,' 'tighten this up,' 'this reads awkwardly,' 'clean up this text,' 'too wordy,' or 'sharpen the messaging.' Use this when the user already has copy and wants it improved rather than rewritten from scratch. For writing new copy, see copywriting."
 metadata:
   version: 1.1.0
 ---

skills/copywriting/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: copywriting
-description: When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Also use when the user says "write copy for," "improve this copy," "rewrite this page," "marketing copy," "headline help," or "CTA copy." For email copy, see email-sequence. For popup copy, see popup-cro.
+description: When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Also use when the user says "write copy for," "improve this copy," "rewrite this page," "marketing copy," "headline help," "CTA copy," "value proposition," "tagline," "subheadline," "hero section copy," "above the fold," "this copy is weak," "make this more compelling," or "help me describe my product." Use this whenever someone is working on website text that needs to persuade or convert. For email copy, see email-sequence. For popup copy, see popup-cro. For editing existing copy, see copy-editing.
 metadata:
   version: 1.1.0
 ---
@@ -67,7 +67,7 @@ Each section should advance one argument. Build a logical flow down the page.
 3. **Active over passive** — "We generate reports" not "Reports are generated"
 4. **Confident over qualified** — Remove "almost," "very," "really"
 5. **Show over tell** — Describe the outcome instead of using adverbs
-6. **Honest over sensational** — Never fabricate statistics or testimonials
+6. **Honest over sensational** — Fabricated statistics or testimonials erode trust and create legal liability
 
 ### Quick Quality Check
 

skills/email-sequence/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: email-sequence
-description: When the user wants to create or optimize an email sequence, drip campaign, automated email flow, or lifecycle email program. Also use when the user mentions "email sequence," "drip campaign," "nurture sequence," "onboarding emails," "welcome sequence," "re-engagement emails," "email automation," or "lifecycle emails." For in-app onboarding, see onboarding-cro.
+description: When the user wants to create or optimize an email sequence, drip campaign, automated email flow, or lifecycle email program. Also use when the user mentions "email sequence," "drip campaign," "nurture sequence," "onboarding emails," "welcome sequence," "re-engagement emails," "email automation," "lifecycle emails," "trigger-based emails," "email funnel," "email workflow," "what emails should I send," "welcome series," or "email cadence." Use this for any multi-email automated flow. For cold outreach emails, see cold-email. For in-app onboarding, see onboarding-cro.
 metadata:
   version: 1.1.0
 ---

skills/form-cro/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: form-cro
-description: When the user wants to optimize any form that is NOT signup/registration — including lead capture forms, contact forms, demo request forms, application forms, survey forms, or checkout forms. Also use when the user mentions "form optimization," "lead form conversions," "form friction," "form fields," "form completion rate," or "contact form." For signup/registration forms, see signup-flow-cro. For popups containing forms, see popup-cro.
+description: When the user wants to optimize any form that is NOT signup/registration — including lead capture forms, contact forms, demo request forms, application forms, survey forms, or checkout forms. Also use when the user mentions "form optimization," "lead form conversions," "form friction," "form fields," "form completion rate," "contact form," "nobody fills out our form," "form abandonment," "too many fields," "demo request form," or "lead form isn't converting." Use this for any non-signup form that captures information. For signup/registration forms, see signup-flow-cro. For popups containing forms, see popup-cro.
 metadata:
   version: 1.1.0
 ---
@@ -120,7 +120,7 @@ For each field, ask:
 4. Logical grouping if many fields
 
 ### Labels and Placeholders
-- Labels: Always visible (not just placeholder)
+- Labels: Keep visible (not just placeholder) — placeholders disappear when typing, leaving users unsure what they're filling in
 - Placeholders: Examples, not labels
 - Help text: Only when genuinely helpful
 

skills/free-tool-strategy/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: free-tool-strategy
-description: When the user wants to plan, evaluate, or build a free tool for marketing purposes — lead generation, SEO value, or brand awareness. Also use when the user mentions "engineering as marketing," "free tool," "marketing tool," "calculator," "generator," "interactive tool," "lead gen tool," "build a tool for leads," or "free resource." This skill bridges engineering and marketing — useful for founders and technical marketers.
+description: When the user wants to plan, evaluate, or build a free tool for marketing purposes — lead generation, SEO value, or brand awareness. Also use when the user mentions "engineering as marketing," "free tool," "marketing tool," "calculator," "generator," "interactive tool," "lead gen tool," "build a tool for leads," "free resource," "ROI calculator," "grader tool," "audit tool," "should I build a free tool," or "tools for lead gen." Use this whenever someone wants to build something useful and give it away to attract leads or earn links. For content-based lead generation, see content-strategy.
 metadata:
   version: 1.1.0
 ---

skills/free-tool-strategy/evals/evals.json

@@ -76,13 +76,13 @@
     },
     {
       "id": 6,
-      "prompt": "Can you help me build the actual code for a website grader tool? I want it in Next.js with a form and results page.",
-      "expected_output": "Should recognize this is a development/coding task, not a free tool strategy task. This skill covers strategy, evaluation, and planning of free tools — not the actual development. Should suggest that the user work on the implementation as a separate coding task. May provide strategic guidance on what the tool should include and how to structure it from a marketing perspective.",
+      "prompt": "How do I optimize the landing page for our free tool to get more signups? The tool itself is great but nobody finds it.",
+      "expected_output": "Should recognize this is a landing page conversion optimization task, not a free tool strategy task. Should defer to or cross-reference the page-cro skill for optimizing the tool's landing page conversion rate. May provide free-tool-specific context (gating strategy, value demonstration) but should make clear that page-cro is the right skill for page conversion optimization.",
       "assertions": [
-        "Recognizes this as a development task, not strategy",
-        "Does not attempt to write full application code",
-        "May provide strategic guidance on tool requirements",
-        "Suggests implementation as a separate task"
+        "Recognizes this as page CRO, not free tool strategy",
+        "References or defers to page-cro skill",
+        "May provide free-tool-specific context",
+        "Does not attempt full page CRO using free tool strategy patterns"
       ],
       "files": []
     }

skills/launch-strategy/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: launch-strategy
-description: "When the user wants to plan a product launch, feature announcement, or release strategy. Also use when the user mentions 'launch,' 'Product Hunt,' 'feature release,' 'announcement,' 'go-to-market,' 'beta launch,' 'early access,' 'waitlist,' or 'product update.' This skill covers phased launches, channel strategy, and ongoing launch momentum."
+description: "When the user wants to plan a product launch, feature announcement, or release strategy. Also use when the user mentions 'launch,' 'Product Hunt,' 'feature release,' 'announcement,' 'go-to-market,' 'beta launch,' 'early access,' 'waitlist,' 'product update,' 'how do I launch this,' 'launch checklist,' 'GTM plan,' or 'we're about to ship.' Use this whenever someone is preparing to release something publicly. For ongoing marketing after launch, see marketing-ideas."
 metadata:
   version: 1.1.0
 ---

skills/marketing-ideas/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: marketing-ideas
-description: "When the user needs marketing ideas, inspiration, or strategies for their SaaS or software product. Also use when the user asks for 'marketing ideas,' 'growth ideas,' 'how to market,' 'marketing strategies,' 'marketing tactics,' 'ways to promote,' or 'ideas to grow.' This skill provides 139 proven marketing approaches organized by category."
+description: "When the user needs marketing ideas, inspiration, or strategies for their SaaS or software product. Also use when the user asks for 'marketing ideas,' 'growth ideas,' 'how to market,' 'marketing strategies,' 'marketing tactics,' 'ways to promote,' 'ideas to grow,' 'what else can I try,' 'I don't know how to market this,' 'brainstorm marketing,' or 'what marketing should I do.' Use this as a starting point whenever someone is stuck or looking for inspiration on how to grow. For specific channel execution, see the relevant skill (paid-ads, social-content, email-sequence, etc.)."
 metadata:
   version: 1.1.0
 ---

skills/marketing-psychology/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: marketing-psychology
-description: "When the user wants to apply psychological principles, mental models, or behavioral science to marketing. Also use when the user mentions 'psychology,' 'mental models,' 'cognitive bias,' 'persuasion,' 'behavioral science,' 'why people buy,' 'decision-making,' or 'consumer behavior.' This skill provides 70+ mental models organized for marketing application."
+description: "When the user wants to apply psychological principles, mental models, or behavioral science to marketing. Also use when the user mentions 'psychology,' 'mental models,' 'cognitive bias,' 'persuasion,' 'behavioral science,' 'why people buy,' 'decision-making,' 'consumer behavior,' 'anchoring,' 'social proof,' 'scarcity,' 'loss aversion,' 'framing,' or 'nudge.' Use this whenever someone wants to understand or leverage how people think and make decisions in a marketing context."
 metadata:
   version: 1.1.0
 ---

skills/marketing-psychology/evals/evals.json

@@ -33,7 +33,7 @@
     {
       "id": 3,
       "prompt": "what psychological principles should I use to write better marketing copy?",
-      "expected_output": "Should trigger on casual phrasing. Should recommend copy-relevant mental models: social proof, reciprocity, loss aversion, anchoring, specificity bias, the power of 'because' (reason-giving), storytelling/narrative transportation, IKEA effect, endowment effect. For each principle, should explain what it is and provide a specific copywriting application. Should reference the quick reference table by challenge. Should organize by where in the copy each principle applies (headlines, body, CTAs, testimonials).",
+      "expected_output": "Should trigger on casual phrasing. Should recommend copy-relevant mental models from the skill's taxonomy: social proof, reciprocity, loss aversion, anchoring, scarcity, IKEA Effect, Endowment Effect, Commitment & Consistency. For each principle, should explain what it is and provide a specific copywriting application. Should reference the quick reference table by challenge. Should organize by where in the copy each principle applies (headlines, body, CTAs, testimonials).",
       "assertions": [
         "Triggers on casual phrasing",
         "Recommends copy-relevant mental models",
@@ -47,9 +47,9 @@
     {
       "id": 4,
       "prompt": "I'm designing an onboarding flow and want to use behavioral psychology to increase activation. What models should I apply?",
-      "expected_output": "Should apply design and behavioral models: BJ Fogg Behavior Model (Motivation × Ability × Prompt), Hick's Law (reduce choices), IKEA Effect (let users build something), Endowment Effect (let them experience ownership), Variable Rewards, Zeigarnik Effect (incomplete tasks drive completion), Commitment and Consistency (small asks first). Should explain how each applies to onboarding specifically. Should provide actionable recommendations for each model.",
+      "expected_output": "Should apply design and behavioral models from the skill's taxonomy: Goal-Gradient Effect (motivation increases near goal), Hick's Law (reduce choices), IKEA Effect (let users build something), Endowment Effect (let them experience ownership), Zeigarnik Effect (incomplete tasks drive completion), Commitment & Consistency (small asks first). Should explain how each applies to onboarding specifically. Should provide actionable recommendations for each model.",
       "assertions": [
-        "Applies BJ Fogg Behavior Model",
+        "Applies Goal-Gradient Effect",
         "Applies Hick's Law",
         "Applies IKEA Effect or Endowment Effect",
         "Applies Zeigarnik Effect or commitment principles",

skills/onboarding-cro/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: onboarding-cro
-description: When the user wants to optimize post-signup onboarding, user activation, first-run experience, or time-to-value. Also use when the user mentions "onboarding flow," "activation rate," "user activation," "first-run experience," "empty states," "onboarding checklist," "aha moment," or "new user experience." For signup/registration optimization, see signup-flow-cro. For ongoing email sequences, see email-sequence.
+description: When the user wants to optimize post-signup onboarding, user activation, first-run experience, or time-to-value. Also use when the user mentions "onboarding flow," "activation rate," "user activation," "first-run experience," "empty states," "onboarding checklist," "aha moment," "new user experience," "users aren't activating," "nobody completes setup," "low activation rate," "users sign up but don't use the product," "time to value," or "first session experience." Use this whenever users are signing up but not sticking around. For signup/registration optimization, see signup-flow-cro. For ongoing email sequences, see email-sequence.
 metadata:
   version: 1.1.0
 ---

skills/page-cro/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: page-cro
-description: When the user wants to optimize, improve, or increase conversions on any marketing page — including homepage, landing pages, pricing pages, feature pages, or blog posts. Also use when the user says "CRO," "conversion rate optimization," "this page isn't converting," "improve conversions," or "why isn't this page working." For signup/registration flows, see signup-flow-cro. For post-signup activation, see onboarding-cro. For forms outside of signup, see form-cro. For popups/modals, see popup-cro.
+description: When the user wants to optimize, improve, or increase conversions on any marketing page — including homepage, landing pages, pricing pages, feature pages, or blog posts. Also use when the user says "CRO," "conversion rate optimization," "this page isn't converting," "improve conversions," "why isn't this page working," "my landing page sucks," "nobody's converting," "low conversion rate," "bounce rate is too high," "people leave without signing up," or "this page needs work." Use this even if the user just shares a URL and asks for feedback — they probably want conversion help. For signup/registration flows, see signup-flow-cro. For post-signup activation, see onboarding-cro. For forms outside of signup, see form-cro. For popups/modals, see popup-cro.
 metadata:
   version: 1.1.0
 ---

skills/paid-ads/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: paid-ads
-description: "When the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X, or other ad platforms. Also use when the user mentions 'PPC,' 'paid media,' 'ROAS,' 'CPA,' 'ad campaign,' 'retargeting,' or 'audience targeting.' This skill covers campaign strategy, audience targeting, and optimization. For bulk ad creative generation and iteration, see ad-creative."
+description: "When the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X, or other ad platforms. Also use when the user mentions 'PPC,' 'paid media,' 'ROAS,' 'CPA,' 'ad campaign,' 'retargeting,' 'audience targeting,' 'Google Ads,' 'Facebook ads,' 'LinkedIn ads,' 'ad budget,' 'cost per click,' 'ad spend,' or 'should I run ads.' Use this for campaign strategy, audience targeting, bidding, and optimization. For bulk ad creative generation and iteration, see ad-creative. For landing page optimization, see page-cro."
 metadata:
   version: 1.1.0
 ---
@@ -122,7 +122,7 @@ LI_LeadGen_CMOs-SaaS_Whitepaper_Mar24
 
 - **Lookalikes**: Base on best customers (by LTV), not all customers
 - **Retargeting**: Segment by funnel stage (visitors vs. cart abandoners)
-- **Exclusions**: Always exclude existing customers and recent converters
+- **Exclusions**: Exclude existing customers and recent converters — showing ads to people who already bought wastes spend
 
 **For detailed targeting strategies by platform**: See [references/audience-targeting.md](references/audience-targeting.md)
 

skills/paywall-upgrade-cro/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: paywall-upgrade-cro
-description: When the user wants to create or optimize in-app paywalls, upgrade screens, upsell modals, or feature gates. Also use when the user mentions "paywall," "upgrade screen," "upgrade modal," "upsell," "feature gate," "convert free to paid," "freemium conversion," "trial expiration screen," "limit reached screen," "plan upgrade prompt," or "in-app pricing." Distinct from public pricing pages (see page-cro) — this skill focuses on in-product upgrade moments where the user has already experienced value.
+description: When the user wants to create or optimize in-app paywalls, upgrade screens, upsell modals, or feature gates. Also use when the user mentions "paywall," "upgrade screen," "upgrade modal," "upsell," "feature gate," "convert free to paid," "freemium conversion," "trial expiration screen," "limit reached screen," "plan upgrade prompt," "in-app pricing," "free users won't upgrade," "trial to paid conversion," or "how do I get users to pay." Use this for any in-product moment where you're asking users to upgrade. Distinct from public pricing pages (see page-cro) — this focuses on in-product upgrade moments where the user has already experienced value. For pricing decisions, see pricing-strategy.
 metadata:
   version: 1.1.0
 ---

skills/paywall-upgrade-cro/evals/evals.json

@@ -80,10 +80,10 @@
     {
       "id": 6,
       "prompt": "Can you help me optimize our public pricing page? We want more visitors to choose the Pro plan over the Basic plan.",
-      "expected_output": "Should recognize this is a public pricing page optimization task, not an in-app paywall task. Should defer to or cross-reference the page-cro skill (for pricing page CRO) or pricing-strategy skill (for plan structure). Paywall-upgrade-cro specifically handles in-app upgrade prompts for existing users, not public-facing pricing pages.",
+      "expected_output": "Should recognize this is a public pricing page optimization task, not an in-app paywall task. Should defer to or cross-reference the page-cro skill for pricing page CRO. Paywall-upgrade-cro specifically handles in-app upgrade prompts for existing users, not public-facing pricing pages.",
       "assertions": [
         "Recognizes this as public pricing page optimization",
-        "References or defers to page-cro or pricing-strategy skill",
+        "References or defers to page-cro skill",
         "Explains that paywall-upgrade-cro is for in-app upgrade prompts",
         "Does not attempt public pricing page optimization"
       ],

skills/popup-cro/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: popup-cro
-description: When the user wants to create or optimize popups, modals, overlays, slide-ins, or banners for conversion purposes. Also use when the user mentions "exit intent," "popup conversions," "modal optimization," "lead capture popup," "email popup," "announcement banner," or "overlay." For forms outside of popups, see form-cro. For general page conversion optimization, see page-cro.
+description: When the user wants to create or optimize popups, modals, overlays, slide-ins, or banners for conversion purposes. Also use when the user mentions "exit intent," "popup conversions," "modal optimization," "lead capture popup," "email popup," "announcement banner," "overlay," "collect emails with a popup," "exit popup," "scroll trigger," "sticky bar," or "notification bar." Use this for any overlay or interrupt-style conversion element. For forms outside of popups, see form-cro. For general page conversion optimization, see page-cro.
 metadata:
   version: 1.1.0
 ---
@@ -182,7 +182,7 @@ Before providing recommendations, understand:
 - Leave space to close (visible X, click outside)
 
 ### Close Button
-- Always visible (top right is convention)
+- Keep visible (top right is convention) — users who can't find the close button will bounce entirely
 - Large enough to tap on mobile
 - "No thanks" text link as alternative
 - Click outside to close

skills/pricing-strategy/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: pricing-strategy
-description: "When the user wants help with pricing decisions, packaging, or monetization strategy. Also use when the user mentions 'pricing,' 'pricing tiers,' 'freemium,' 'free trial,' 'packaging,' 'price increase,' 'value metric,' 'Van Westendorp,' 'willingness to pay,' or 'monetization.' This skill covers pricing research, tier structure, and packaging strategy."
+description: "When the user wants help with pricing decisions, packaging, or monetization strategy. Also use when the user mentions 'pricing,' 'pricing tiers,' 'freemium,' 'free trial,' 'packaging,' 'price increase,' 'value metric,' 'Van Westendorp,' 'willingness to pay,' 'monetization,' 'how much should I charge,' 'my pricing is wrong,' 'pricing page,' 'annual vs monthly,' 'per seat pricing,' or 'should I offer a free plan.' Use this whenever someone is figuring out what to charge or how to structure their plans. For in-app upgrade screens, see paywall-upgrade-cro."
 metadata:
   version: 1.1.0
 ---

skills/product-marketing-context/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: product-marketing-context
-description: "When the user wants to create or update their product marketing context document. Also use when the user mentions 'product context,' 'marketing context,' 'set up context,' 'positioning,' or wants to avoid repeating foundational information across marketing tasks. Creates `.agents/product-marketing-context.md` that other marketing skills reference."
+description: "When the user wants to create or update their product marketing context document. Also use when the user mentions 'product context,' 'marketing context,' 'set up context,' 'positioning,' 'who is my target audience,' 'describe my product,' 'ICP,' 'ideal customer profile,' or wants to avoid repeating foundational information across marketing tasks. Use this at the start of any new project before using other marketing skills — it creates `.agents/product-marketing-context.md` that all other skills reference for product, audience, and positioning context."
 metadata:
   version: 1.1.0
 ---
@@ -47,7 +47,7 @@ For each section:
 3. Confirm accuracy
 4. Move to the next
 
-**Important:** Push for verbatim customer language. Exact phrases are more valuable than polished descriptions.
+Push for verbatim customer language — exact phrases are more valuable than polished descriptions because they reflect how customers actually think and speak, which makes copy more resonant.
 
 ---
 

skills/product-marketing-context/evals/evals.json

@@ -4,12 +4,12 @@
     {
       "id": 1,
       "prompt": "I want to set up my product marketing context. We're a B2B SaaS company that sells a customer feedback platform to product teams.",
-      "expected_output": "Should check if .agents/product-marketing-context.md already exists. If not, should start the step-by-step document creation process covering all 12 sections: Product Overview, Target Audience, Personas, Problems You Solve, Competitive Landscape, Differentiation, Objections, Switching Dynamics, Customer Language, Brand Voice, Proof Points, and Goals. Should guide the user through each section, asking questions to fill in the details. Should create the file at .agents/product-marketing-context.md when complete.",
+      "expected_output": "Should check if .agents/product-marketing-context.md already exists. If not, should offer two options: (1) Auto-draft from codebase (recommended) or (2) Start from scratch. If user chooses start from scratch, should walk through sections conversationally one at a time. Should cover all applicable sections: Product Overview, Target Audience, Personas, Problems You Solve, Competitive Landscape, Differentiation, Objections, Switching Dynamics, Customer Language, Brand Voice, Proof Points, and Goals. Should create the file at .agents/product-marketing-context.md when complete.",
       "assertions": [
         "Checks for existing product-marketing-context.md",
-        "Initiates step-by-step creation process",
-        "Covers all 12 sections",
-        "Asks questions to fill in each section",
+        "Offers two options: auto-draft or start from scratch",
+        "Covers applicable sections",
+        "Walks through sections conversationally one at a time",
         "Creates file at .agents/product-marketing-context.md"
       ],
       "files": []
@@ -17,7 +17,7 @@
     {
       "id": 2,
       "prompt": "Update our product marketing context. We just added a new enterprise tier and our target audience has expanded to include VP of Engineering, not just Product Managers.",
-      "expected_output": "Should check for existing .agents/product-marketing-context.md and read it. Should identify which sections need updating based on the changes: Target Audience (add VP of Engineering), Personas (add new persona), Product Overview (new enterprise tier), possibly Pricing/Packaging, Objections (enterprise-specific), and Competitive Landscape (enterprise competitors). Should update only the relevant sections, preserving existing content that hasn't changed.",
+      "expected_output": "Should check for existing .agents/product-marketing-context.md and read it. Should identify which sections need updating based on the changes: Target Audience (add VP of Engineering), Personas (add new persona), Product Overview (new enterprise tier, including pricing updates within that section), Objections (enterprise-specific), and Competitive Landscape (enterprise competitors). Should update only the relevant sections, preserving existing content that hasn't changed.",
       "assertions": [
         "Reads existing product-marketing-context.md",
         "Identifies sections that need updating",
@@ -31,13 +31,14 @@
     {
       "id": 3,
       "prompt": "create a product context doc for my app. it's a mobile app that helps people find hiking trails. we're just getting started.",
-      "expected_output": "Should trigger on casual phrasing. Should check for existing context doc. Should start the step-by-step creation process, adapting questions for an early-stage mobile app (B2C, outdoor/fitness niche). Should note that some sections may be sparse for an early-stage product and that's okay — they can be filled in as the business matures. Should still cover all 12 sections but accept lighter answers for sections like Proof Points or Competitive Landscape if the company is new.",
+      "expected_output": "Should trigger on casual phrasing. Should check for existing context doc. Should offer auto-draft or start-from-scratch options. Should adapt questions for an early-stage B2C mobile app (outdoor/fitness niche). Should note that some sections may be sparse for an early-stage product and that's okay — they can be filled in as the business matures. Should skip non-applicable sections (e.g., Personas section is B2B-focused) rather than forcing all 12. Should accept lighter answers for sections like Proof Points or Competitive Landscape if the company is new.",
       "assertions": [
         "Triggers on casual phrasing",
         "Checks for existing context doc",
+        "Offers auto-draft or start-from-scratch options",
         "Adapts questions for early-stage B2C mobile app",
         "Notes some sections may be sparse early on",
-        "Still covers all 12 sections",
+        "Skips non-applicable sections rather than forcing all 12",
         "Creates file at .agents/product-marketing-context.md"
       ],
       "files": []

skills/programmatic-seo/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: programmatic-seo
-description: When the user wants to create SEO-driven pages at scale using templates and data. Also use when the user mentions "programmatic SEO," "template pages," "pages at scale," "directory pages," "location pages," "[keyword] + [city] pages," "comparison pages," "integration pages," or "building many pages for SEO." For auditing existing SEO issues, see seo-audit.
+description: When the user wants to create SEO-driven pages at scale using templates and data. Also use when the user mentions "programmatic SEO," "template pages," "pages at scale," "directory pages," "location pages," "[keyword] + [city] pages," "comparison pages," "integration pages," "building many pages for SEO," "pSEO," "generate 100 pages," "data-driven pages," or "templated landing pages." Use this whenever someone wants to create many similar pages targeting different keywords or locations. For auditing existing SEO issues, see seo-audit. For content strategy planning, see content-strategy.
 metadata:
   version: 1.1.0
 ---
@@ -49,7 +49,7 @@ Hierarchy of data defensibility:
 5. Public (anyone can use—weakest)
 
 ### 3. Clean URL Structure
-**Always use subfolders, not subdomains**:
+**Use subfolders, not subdomains** — subfolders consolidate domain authority while subdomains split it:
 - Good: `yoursite.com/templates/resume/`
 - Bad: `templates.yoursite.com/resume/`
 

skills/referral-program/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: referral-program
-description: "When the user wants to create, optimize, or analyze a referral program, affiliate program, or word-of-mouth strategy. Also use when the user mentions 'referral,' 'affiliate,' 'ambassador,' 'word of mouth,' 'viral loop,' 'refer a friend,' or 'partner program.' This skill covers program design, incentive structure, and growth optimization."
+description: "When the user wants to create, optimize, or analyze a referral program, affiliate program, or word-of-mouth strategy. Also use when the user mentions 'referral,' 'affiliate,' 'ambassador,' 'word of mouth,' 'viral loop,' 'refer a friend,' 'partner program,' 'referral incentive,' 'how to get referrals,' 'customers referring customers,' or 'affiliate payout.' Use this whenever someone wants existing users or partners to bring in new customers. For launch-specific virality, see launch-strategy."
 metadata:
   version: 1.1.0
 ---

skills/revops/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: revops
-description: "When the user wants help with revenue operations, lead lifecycle management, or marketing-to-sales handoff processes. Also use when the user mentions 'RevOps,' 'revenue operations,' 'lead scoring,' 'lead routing,' 'MQL,' 'SQL,' 'pipeline stages,' 'deal desk,' 'CRM automation,' 'marketing-to-sales handoff,' or 'data hygiene.' For cold outreach emails, see cold-email. For email drip campaigns, see email-sequence. For pricing decisions, see pricing-strategy."
+description: "When the user wants help with revenue operations, lead lifecycle management, or marketing-to-sales handoff processes. Also use when the user mentions 'RevOps,' 'revenue operations,' 'lead scoring,' 'lead routing,' 'MQL,' 'SQL,' 'pipeline stages,' 'deal desk,' 'CRM automation,' 'marketing-to-sales handoff,' 'data hygiene,' 'leads aren't getting to sales,' 'pipeline management,' 'lead qualification,' or 'when should marketing hand off to sales.' Use this for anything involving the systems and processes that connect marketing to revenue. For cold outreach emails, see cold-email. For email drip campaigns, see email-sequence. For pricing decisions, see pricing-strategy."
 metadata:
   version: 1.1.0
 ---
@@ -133,7 +133,7 @@ Define response times and document them:
 ### Routing Rules Essentials
 
 - Route to the **most specific match** first, then fall back to general
-- Always include a **fallback owner** — no lead should go unassigned
+- Include a **fallback owner** — unassigned leads go cold fast and waste pipeline
 - Round-robin should account for **rep capacity and availability** (PTO, quota attainment)
 - Log every routing decision for audit and optimization
 

skills/sales-enablement/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: sales-enablement
-description: "When the user wants to create sales collateral, pitch decks, one-pagers, objection handling docs, or demo scripts. Also use when the user mentions 'sales deck,' 'pitch deck,' 'one-pager,' 'leave-behind,' 'objection handling,' 'ROI calculator,' 'demo script,' 'talk track,' 'sales playbook,' 'proposal template,' or 'buyer persona card.' For competitor battle cards and comparison pages, see competitor-alternatives. For marketing website copy, see copywriting. For cold outreach emails, see cold-email."
+description: "When the user wants to create sales collateral, pitch decks, one-pagers, objection handling docs, or demo scripts. Also use when the user mentions 'sales deck,' 'pitch deck,' 'one-pager,' 'leave-behind,' 'objection handling,' 'deal-specific ROI analysis,' 'demo script,' 'talk track,' 'sales playbook,' 'proposal template,' 'buyer persona card,' 'help my sales team,' 'sales materials,' or 'what should I give my sales reps.' Use this for any document or asset that helps a sales team close deals. For competitor comparison pages and battle cards, see competitor-alternatives. For marketing website copy, see copywriting. For cold outreach emails, see cold-email."
 metadata:
   version: 1.1.0
 ---
@@ -205,7 +205,7 @@ For each objection, document:
 
 ### Key Principles
 
-- **Never demo without discovery.** If you don't know their pain, you're guessing which features matter.
+- **Demo after discovery, not before.** If you don't know their pain, you're guessing which features matter.
 - **Customize to their use case.** Use their terminology, their data (if possible), their workflow.
 - **Leave time for questions.** A demo where the prospect doesn't talk is a demo that doesn't close.
 

skills/sales-enablement/evals/evals.json

@@ -26,7 +26,7 @@
         "Provides structured response for each (acknowledge, reframe, evidence, bridge)",
         "Provides 2-3 response variations per objection",
         "Organizes for quick reference during calls",
-        "Addresses all 6 objection categories from the skill"
+        "Categorizes objections using the skill's framework (competitor, budget, need/timing)"
       ],
       "files": []
     },

skills/schema-markup/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: schema-markup
-description: When the user wants to add, fix, or optimize schema markup and structured data on their site. Also use when the user mentions "schema markup," "structured data," "JSON-LD," "rich snippets," "schema.org," "FAQ schema," "product schema," "review schema," or "breadcrumb schema." For broader SEO issues, see seo-audit.
+description: When the user wants to add, fix, or optimize schema markup and structured data on their site. Also use when the user mentions "schema markup," "structured data," "JSON-LD," "rich snippets," "schema.org," "FAQ schema," "product schema," "review schema," "breadcrumb schema," "Google rich results," "knowledge panel," "star ratings in search," or "add structured data." Use this whenever someone wants their pages to show enhanced results in Google. For broader SEO issues, see seo-audit. For AI search optimization, see ai-seo.
 metadata:
   version: 1.1.0
 ---

skills/seo-audit/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: seo-audit
-description: When the user wants to audit, review, or diagnose SEO issues on their site. Also use when the user mentions "SEO audit," "technical SEO," "why am I not ranking," "SEO issues," "on-page SEO," "meta tags review," or "SEO health check." For building pages at scale to target keywords, see programmatic-seo. For adding structured data, see schema-markup.
+description: When the user wants to audit, review, or diagnose SEO issues on their site. Also use when the user mentions "SEO audit," "technical SEO," "why am I not ranking," "SEO issues," "on-page SEO," "meta tags review," "SEO health check," "my traffic dropped," "lost rankings," "not showing up in Google," "site isn't ranking," "Google update hit me," "page speed," "core web vitals," "crawl errors," or "indexing issues." Use this even if the user just says something vague like "my SEO is bad" or "help with SEO" — start with an audit. For building pages at scale to target keywords, see programmatic-seo. For adding structured data, see schema-markup. For AI search optimization, see ai-seo.
 metadata:
   version: 1.1.0
 ---
@@ -35,7 +35,7 @@ Before auditing, understand:
 
 ## Audit Framework
 
-### ⚠️ Important: Schema Markup Detection Limitation
+### Schema Markup Detection Limitation
 
 **`web_fetch` and `curl` cannot reliably detect structured data / schema markup.**
 
@@ -46,7 +46,7 @@ Many CMS plugins (AIOSEO, Yoast, RankMath) inject JSON-LD via client-side JavaSc
 2. **Google Rich Results Test** — https://search.google.com/test/rich-results
 3. **Screaming Frog export** — if the client provides one, use it (SF renders JavaScript)
 
-**Never report "no schema found" based solely on `web_fetch` or `curl`.** This has led to false audit findings in production.
+Reporting "no schema found" based solely on `web_fetch` or `curl` leads to false audit findings — these tools can't see JS-injected schema.
 
 ### Priority Order
 1. **Crawlability & Indexation** (can Google find and index it?)
@@ -382,7 +382,7 @@ Same format as above
 - Mobile-Friendly Test
 - Schema Validator
 
-> **Note on schema detection:** `web_fetch` strips `<script>` tags (including JSON-LD) and cannot detect JS-injected schema. Always use the browser tool, Rich Results Test, or Screaming Frog for schema checks. See the warning at the top of the Audit Framework section.
+> **Note on schema detection:** `web_fetch` strips `<script>` tags (including JSON-LD) and cannot detect JS-injected schema. Use the browser tool, Rich Results Test, or Screaming Frog instead — they render JavaScript and capture dynamically-injected markup. See the Schema Markup Detection Limitation section above.
 
 **Paid Tools** (if available)
 - Screaming Frog

skills/signup-flow-cro/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: signup-flow-cro
-description: When the user wants to optimize signup, registration, account creation, or trial activation flows. Also use when the user mentions "signup conversions," "registration friction," "signup form optimization," "free trial signup," "reduce signup dropoff," or "account creation flow." For post-signup onboarding, see onboarding-cro. For lead capture forms (not account creation), see form-cro.
+description: When the user wants to optimize signup, registration, account creation, or trial activation flows. Also use when the user mentions "signup conversions," "registration friction," "signup form optimization," "free trial signup," "reduce signup dropoff," "account creation flow," "people aren't signing up," "signup abandonment," "trial conversion rate," "nobody completes registration," "too many steps to sign up," or "simplify our signup." Use this whenever the user has a signup or registration flow that isn't performing. For post-signup onboarding, see onboarding-cro. For lead capture forms (not account creation), see form-cro.
 metadata:
   version: 1.1.0
 ---
@@ -161,7 +161,7 @@ Every field reduces conversion. For each field, ask:
 
 ### Microcopy
 - Placeholder text: Use for examples, not labels
-- Labels: Always visible (not just placeholders)
+- Labels: Keep visible (not just placeholders) — placeholders disappear when typing, leaving users unsure what they're filling in
 - Help text: Only when needed, placed close to field
 
 ---

skills/site-architecture/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: site-architecture
-description: When the user wants to plan, map, or restructure their website's page hierarchy, navigation, URL structure, or internal linking. Also use when the user mentions "sitemap," "site map," "visual sitemap," "site structure," "page hierarchy," "information architecture," "IA," "navigation design," "URL structure," "breadcrumbs," "internal linking strategy," or "website planning." NOT for XML sitemaps (that's technical SEO — see seo-audit). For SEO audits, see seo-audit. For structured data, see schema-markup.
+description: When the user wants to plan, map, or restructure their website's page hierarchy, navigation, URL structure, or internal linking. Also use when the user mentions "sitemap," "site map," "visual sitemap," "site structure," "page hierarchy," "information architecture," "IA," "navigation design," "URL structure," "breadcrumbs," "internal linking strategy," "website planning," "what pages do I need," "how should I organize my site," or "site navigation." Use this whenever someone is planning what pages a website should have and how they connect. NOT for XML sitemaps (that's technical SEO — see seo-audit). For SEO audits, see seo-audit. For structured data, see schema-markup.
 metadata:
   version: 1.1.0
 ---
@@ -186,7 +186,7 @@ Breadcrumbs should mirror the URL hierarchy. Every breadcrumb segment should be
 
 - **Dates in blog URLs** — `/blog/2024/01/15/post-title` adds no value and makes URLs long. Use `/blog/post-title`.
 - **Over-nesting** — `/products/category/subcategory/item/detail` is too deep. Flatten where possible.
-- **Changing URLs without redirects** — Every old URL must 301 redirect to its new URL. No exceptions.
+- **Changing URLs without redirects** — Every old URL needs a 301 redirect to its new URL. Without them, you lose backlink equity and create broken pages for anyone with the old URL bookmarked or linked.
 - **IDs in URLs** — `/product/12345` is not human-readable. Use slugs.
 - **Query parameters for content** — `/blog?id=123` should be `/blog/post-title`.
 - **Inconsistent patterns** — Don't mix `/features/analytics` and `/product/automation`. Pick one parent.

skills/social-content/SKILL.md

@@ -1,6 +1,6 @@
 ---
 name: social-content
-description: "When the user wants help creating, scheduling, or optimizing social media content for LinkedIn, Twitter/X, Instagram, TikTok, Facebook, or other platforms. Also use when the user mentions 'LinkedIn post,' 'Twitter thread,' 'social media,' 'content calendar,' 'social scheduling,' 'engagement,' or 'viral content.' This skill covers content creation, repurposing, and platform-specific strategies."
+description: "When the user wants help creating, scheduling, or optimizing social media content for LinkedIn, Twitter/X, Instagram, TikTok, Facebook, or other platforms. Also use when the user mentions 'LinkedIn post,' 'Twitter thread,' 'social media,' 'content calendar,' 'social scheduling,' 'engagement,' 'viral content,' 'what should I post,' 'repurpose this content,' 'tweet ideas,' 'LinkedIn carousel,' 'social media strategy,' or 'grow my following.' Use this for any social media content creation, repurposing, or scheduling task. For broader content strategy, see content-strategy."
 metadata:
   version: 1.1.0
 ---