Kostja Zhang

---
name: meta-ads
description: When the user wants to set up, optimize, or manage Meta (Facebook/Instagram) Ads. Also use when the user mentions "Meta Ads," "Facebook Ads," "Instagram Ads," "Meta Pixel," "Conversions API," "Advantage+," "lookalike audience," or "Meta retargeting." For landing pages, use landing-page-generator.
metadata:
  version: 1.1.1
---

# Paid Ads: Meta Ads

Guides Meta (Facebook/Instagram) Ads setup, campaign structure, audience targeting, and creative optimization. Meta excels at demand generation and visual products; use when creating demand or when creative assets are strong.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Campaign Structure

**Hierarchy**: Campaign → Ad Set → Ad (3 levels)

**Principle**: One objective per campaign. Multiple campaigns for the same objective split budget and data, slowing the algorithm's learning phase. Consolidate by objective; focus on clean structure and data-led decisions.

```
Account
├── Campaign: Prospecting
│   ├── Ad Set: Lookalike 1%
│   └── Ad Set: Broad (Advantage+)
├── Campaign: Retargeting
└── Campaign: Testing
```

**Naming**: `META_[Objective]_[Audience]_[Offer]_[Date]` (e.g., `META_Conv_Lookalike-Customers_FreeTrial_2024Q1`)

## Advantage+ & Automation

| Feature | Use |
|---------|-----|
| **Advantage+ Shopping Campaigns** | E-commerce; automatic audience discovery |
| **Dynamic Ads** | Product catalog; auto-generated creative |
| **Automatic Placements** | Let Meta optimize across Feed, Stories, Reels |
| **Advantage+ Audience** | Broad targeting; algorithm finds converters |

Provide diverse creative assets to enable multiple ad formats; algorithm performs better with variety.

## Campaign Objectives

| Objective | Use when |
|-----------|----------|
| Awareness | Reach; brand recall |
| Traffic | Clicks to site |
| Conversions | Leads; sales; app installs |
| Engagement | Video views; post engagement |

## Audience Targeting

| Type | Best for |
|------|----------|
| **Lookalikes** | Base on best customers (by LTV), not all customers |
| **Interest/behavior** | Broad; let algorithm optimize |
| **Advantage+** | Automated; fewer manual controls |
| **Retargeting** | Website visitors; engagers; custom audiences |

**Exclusions**: Existing customers; recent converters (7–14d).

## Creative Best Practices

- **Image**: Clear product; before/after; human faces; text <20%
- **Video (15–30s)**: Hook 0–3s; problem 3–8s; solution 8–20s; CTA 20–30s
- **Placements**: Feed (FB/IG); Stories/Reels; vertical for Stories
- **Volume**: 3–5 ad variants per ad set for testing

## Optimization

- **Learning phase**: 50+ conversions per ad set per week to exit; avoid frequent changes during learning
- **CBO vs ABO**: Campaign Budget Optimization consolidates spend; use when scaling
- **Frequency**: <3 to avoid fatigue
- **Creative refresh**: Plan continuous testing; creative fatigue is a main lever—refresh when performance drops

## Tracking

- **Meta Pixel** + **Conversions API**: Server-side for better attribution
- **Events API**: App events; server-to-server

## Pre-Launch Checklist

- [ ] Pixel installed; Conversions API configured
- [ ] Conversion events firing correctly
- [ ] Landing page mobile-friendly; fast load
- [ ] 3+ ad creatives per ad set
- [ ] Audience exclusions set

## Related Skills

- **paid-ads-strategy**: Channel selection; creative frameworks; budget allocation
- **landing-page-generator**: LP for paid traffic
- **analytics-tracking**: Conversion tracking; ROAS

---
name: linkedin-ads
description: When the user wants to set up, optimize, or manage LinkedIn Ads. Also use when the user mentions "LinkedIn Ads," "LinkedIn Campaign Manager," "Sponsored Content," "LinkedIn Lead Gen Forms," "job title targeting," "company targeting," or "B2B paid ads." For organic posts, use linkedin-posts.
metadata:
  version: 1.0.1
---

# Paid Ads: LinkedIn Ads

Guides LinkedIn Ads setup, targeting, and optimization. LinkedIn excels at B2B and professional targeting; use when job title/company targeting matters and ACV is higher.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Campaign Structure

**Naming**: `LI_[Objective]_[Audience]_[Offer]_[Date]` (e.g., `LI_LeadGen_CMOs-SaaS_Whitepaper_Mar24`)

## Ad Formats

| Format | Best for |
|--------|----------|
| **Sponsored Content** | Feed ads; single image, video, carousel, document |
| **Message Ads** | InMail; direct outreach; lead gen |
| **Lead Gen Forms** | Native forms; no landing page; higher conversion |
| **Text Ads** | Right rail; lower cost; awareness |

## Targeting Strengths

| Signal | Use |
|--------|-----|
| **Job title** | Decision-makers; ICP roles |
| **Company** | Size; industry; name (ABM) |
| **Seniority** | C-level; Manager; Director |
| **Skills** | Technical audiences |
| **Lookalike** | Based on contact list or engagement |

**Principle**: LinkedIn is expensive; narrow targeting to high-intent segments.

## Creative Best Practices

- **Professional tone**: Match platform norms; avoid overly casual
- **Headlines**: Clear value; problem-solution
- **Lead Gen Forms**: Shorter forms = higher completion; ask only essential fields
- **Document ads**: PDFs, carousels for thought leadership

## Budget & Bidding

- **CPM/CPC**: LinkedIn typically higher than Meta/Google for B2B
- **Daily minimum**: Varies by objective
- **Bidding**: Start manual; switch to automated when conversion volume allows

## Tracking

- **Insight Tag**: Website tracking; retargeting
- **Offline conversions**: CRM integration when available
- **Lead Gen Forms**: Native tracking; no pixel needed for form submissions

## Pre-Launch Checklist

- [ ] Insight Tag installed
- [ ] Audience defined (job title, company, etc.)
- [ ] Creative matches professional tone
- [ ] Lead Gen Form fields minimized (if using)
- [ ] Budget aligned with higher CPC expectations

## Related Skills

- **linkedin-posts**: Organic LinkedIn content; professional tone and format align with Sponsored Content
- **paid-ads-strategy**: Channel selection; B2B vs B2C; budget allocation
- **landing-page-generator**: LP for paid traffic (when not using Lead Gen Forms)
- **analytics-tracking**: Pipeline attribution; ROAS

---
name: google-ads
description: When the user wants to set up, optimize, or manage Google Ads campaigns. Also use when the user mentions "Google Ads," "Google Search Ads," "PPC," "SEM," "PMF testing with ads," "test product-market fit," "Responsive Search Ads," "RSA," "Performance Max," "Quality Score," "keyword bidding," or "Google Display/YouTube ads." For paid mix, use paid-ads-strategy.
metadata:
  version: 1.4.1
---

# Paid Ads: Google Ads

Guides Google Ads setup, campaign structure, keyword targeting, and optimization. Google Ads excels at high-intent search traffic; use when people actively search for your solution.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Two Modes: PMF Testing vs Conversion-Driven

| Mode | When | Budget | Landing page | Metrics |
|------|------|--------|--------------|---------|
| **PMF testing** | Pre-PMF; validate idea before building | $47–500; start small | Simple LP: headline, benefits, problem solved, CTA ("Join Waitlist," "Get Early Access") | CTR, sign-up rate, bounce rate; low CTR/high bounce = messaging/positioning issue |
| **Conversion-driven** | PMF validated; commercialization | Scale; ROAS target | Full funnel; ad-to-page alignment | ROAS, CAC, conversion rate |

**PMF testing**: No full product needed. Build landing page with Unbounce, Carrd, or Webflow. Run ads to relevant search terms; measure clicks, engagement, signups. Test messaging (e.g., "Fastest App for Freelancers" vs "Simplest Time Tracker for Teams"), pricing (different price points in ads/LP), and audiences (keyword targeting, in-market). Allow 4–6 weeks for PMax learning phase. Use as learning tool, not just marketing channel.

**Reference**: [Marketing Cactus – Using Google Ads to Test Product-Market Fit](https://mktcactus.com/en/using-google-ads-to-test-product-market-fit-before-launching/)

## Campaign Structure

```
Account
├── Campaign: Brand (Search)
├── Campaign: Non-Brand (Search)
├── Campaign: Competitor (Search) — optional; bid on competitor brand + "alternative"/"vs"
├── Campaign: Retargeting (Display)
└── Campaign: Performance Max
```

### Competitor Brand Keywords

**When**: Bid on "[Competitor] alternative," "[Competitor] vs [You]" to intercept high-intent traffic. Google allows competitor terms as keywords; you cannot use competitor names in ad copy without permission.

**Landing page**: Use a **dedicated landing page** (comparison/alternatives page), not a blog article. Users searching competitor brands expect direct alternatives—a blog increases bounce; a comparison page matches intent and converts better. See **alternatives-page-generator** for structure.

**Best practices**:
- Separate campaign; exact/phrase match; add your brand as negative
- H1 mirrors search intent (e.g., "[Competitor] vs [You]")
- Feature comparison table; one-line differentiator; strong CTA
- Expect lower Quality Score, higher CPC than non-brand; optimize LP relevance

**Naming**: `GOOG_[Objective]_[Audience]_[Offer]_[Date]` (e.g., `GOOG_Search_Brand_Demo_Ongoing`)

## Campaign Types

| Type | Best for |
|------|----------|
| **Search** | High-intent queries; keyword-targeted; landing page critical |
| **Display** | Awareness; retargeting; broader reach |
| **YouTube** | Video; awareness; consideration |
| **Performance Max** | Automated; cross-channel; feed + search + display |

## Performance Max (PMax) Optimization

**Learning period**: Run at least **6 weeks** for algorithm ramp-up. Works best as complement to Search, not replacement.

**Asset groups**: Organize by *audience intent* (e.g., high-intent searchers, cart abandoners, category researchers), not product category alone. Audience signals improve CPA and ROAS vs. no signals.

**Asset requirements** (per asset group):
- ≥5 images (include 1200×1200)
- ≥5 text assets (4 headlines, 5 descriptions)
- Video when possible
- Refresh creative regularly to maintain performance

**Signals**: Add remarketing lists and Customer Match to accelerate learning.

**Weekly health check**: Flag if brand terms >30% of conversions; unexpected geo conversions; any placement >15% of total spend; asset group performance below "Good."

## Keyword Strategy

- **Brand**: Protect brand terms; exclude from non-brand campaigns
- **Negative keywords**: Build weekly; avoid irrelevant queries. Add **support terms** (login, forum, pricing, help) from **keyword-research**—these are existing customers, not prospects.
- **Match types**: Broad (discovery) → Phrase → Exact (control)

**Keyword sources**: Use **keyword-research** for keyword list, clusters, and intent. Map each cluster to a dedicated landing page; relevance improves Quality Score and lowers CPC.

## Quality Score Levers

| Factor | Action |
|--------|--------|
| Expected CTR | Improve ad relevance; test headlines |
| Ad relevance | Align ad copy to keyword intent |
| Landing page | Ad-to-page alignment; fast load; mobile-friendly |

**Target**: Quality Score ≥6; higher = lower CPC, better ad rank. **Benchmark**: Improving Quality Score from 5 to 7 can reduce CPC by 30–50%.

## Bidding Strategy

| Conversions/month | Strategy |
|-------------------|----------|
| <30 | Manual CPC (smart bidding needs volume to optimize) |
| 30–50 | Target CPA; minimum for effective smart bidding |
| 50–100 | Target CPA |
| 100+ | Target ROAS |

**Smart bidding**: AI-powered bidding (Target CPA, Target ROAS) typically delivers better ROI than manual when conversion volume is sufficient; requires ≥30 conversions in 30 days to work effectively.

## Tracking

- **Enhanced Conversions**: Server-side signals for better attribution
- **Offline conversion imports**: B2B; CRM → Google Ads
- **UTM**: Consistent parameters for GA4 cross-check

## Paid–Organic Cannibalization

When you rank organically (position 4+) for a keyword and also run PPC, paid ads can absorb clicks that would go to organic. **Audit**: Cross-reference GSC organic rankings with Search Terms report. If organic ranks well, test pausing PPC on those terms to free budget for higher-impact keywords.

**Reference**: [Backlinko – SEO and PPC: 8 Smart Ways to Align](https://backlinko.com/seo-and-ppc)

## Pre-Launch Checklist

- [ ] Conversion tracking tested with real conversion
- [ ] Landing page loads <3s; mobile-friendly
- [ ] UTM parameters working
- [ ] Negative keyword list built (include support terms from keyword-research)
- [ ] Budget set; targeting matches audience

## Related Skills

- **pmf-strategy**: PMF validation framework; when to use PMF testing vs conversion-driven
- **paid-ads-strategy**: Channel selection; budget allocation; ad-to-page alignment; competitor brand bidding
- **alternatives-page-generator**: Competitor brand keyword ads → dedicated LP (not blog); comparison page structure
- **keyword-research**: Keyword list, clusters, intent; support terms for negative keywords; PPC data feeds back SEO priority
- **traffic-analysis**: UTM for attribution; paid–organic cannibalization audit
- **landing-page-generator**: LP structure for paid traffic; PAA → FAQ
- **analytics-tracking**: Conversion tracking; ROAS measurement

---
name: native-ads
description: When the user wants to run native ads on Taboola, Outbrain, or similar platforms. Also use when the user mentions "native ads," "Taboola," "Outbrain," "content recommendation," "sponsored content," or "in-feed ads." For strategy, use paid-ads-strategy.
metadata:
  version: 1.0.1
---

# Paid Ads: Native Ads

Guides native advertising on Taboola, Outbrain, and content recommendation networks. Native ads blend with publisher content and achieve ~18% higher CTR than display banners. Use this skill when planning or optimizing native ad campaigns.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Initial Assessment

**Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read Sections 3 (Value Proposition), 4 (Audience).

Identify:
1. **Goal**: Traffic, leads, brand
2. **Content**: Article, landing page, video
3. **Budget**: Min $500–1,000; better at $5,000+

## Platform Overview

| Platform | Reach | Focus |
|----------|-------|-------|
| **Taboola** | 500M+ daily impressions | Premium publishers; AI matching |
| **Outbrain** | Major publishers | Top-funnel; helpful content |

**Pricing**: CPC $0.10–0.30 avg; CPM $1–3 avg.

## Creative Testing

| Approach | Guideline |
|----------|-----------|
| **Combinations** | 3 headlines × 3 images = 9 variants; test together |
| **Image variety** | Headshot, product, illustration—distinct styles |
| **Advertorials** | Test length, tone, aggressiveness; no universal formula |

## Copywriting Guidelines

| Rule | Guideline |
|------|-----------|
| **Honest** | Avoid clickbait; match copy to content |
| **Format** | Match character limits; respect UX per format |
| **Tone** | Soft-sell; nurture, don't push |

## Funnel Focus

Target high-intent users in consideration and conversion stages; avoid one-size-fits-all funnel approach.

## Output Format

- **Headline** options (2–3)
- **Image** guidance
- **Landing page** alignment
- **Budget** recommendation

## Related Skills

- **display-ads**: Display vs native; programmatic
- **copywriting**: Headline, ad copy
- **landing-page-generator**: Landing page for native traffic
- **paid-ads-strategy**: Channel selection

---
name: display-ads
description: When the user wants to run display, banner, or ad network campaigns. Also use when the user mentions "display ads," "banner ads," "ad network," "ad alliance," "programmatic display," "native ads," or "retargeting display." For strategy, use paid-ads-strategy.
metadata:
  version: 1.0.1
---

# Paid Ads: Display / Banner

Guides display advertising: ad networks, banner ads, and programmatic buying. Use when placing ads on publisher sites (websites, apps) for brand awareness or retargeting.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## What Is Display / Banner

- **Ad networks**: Aggregate inventory from many publishers; buy placements programmatically or via direct deals
- **Banner ads**: IAB standard sizes (300×250, 728×90, 160×600, 320×50 mobile); static or animated
- **Programmatic**: Automated buying via DSPs; real-time bidding (RTB); audience targeting

## Formats

| Format | Use |
|--------|-----|
| **Display banner** | IAB sizes; CPM or CPC; brand, retargeting |
| **Native** | Blends with page content; higher engagement |
| **Video pre-roll** | Pre-roll on publisher video; see **ctv-ads** for streaming |
| **Rich media** | HTML5; expandable, interactive |
| **Mobile interstitial** | Full-screen between content |

## Buying Options

| Option | Use |
|-------|-----|
| **Google Display** | Part of Google Ads; automated placements; retargeting |
| **Programmatic DSP** | The Trade Desk, Magnite, etc.; audience-based; scale |
| **Direct publisher** | Deal with specific site; guaranteed placement |
| **Ad network** | Network aggregates inventory; simpler than full programmatic |

## Metrics

| Metric | Use |
|--------|-----|
| **CPM** | Cost per thousand impressions |
| **CPC** | Cost per click |
| **CTR** | Click-through rate; typically low for banners (0.1–0.5%) |
| **Viewability** | % of impressions actually seen |
| **Completion rate** | For video; % who watch full ad |

## Creative

- **IAB sizes**: 300×250 (medium rectangle), 728×90 (leaderboard), 160×600 (skyscraper), 320×50 (mobile)
- **File types**: Static image, animated GIF, HTML5
- **Message**: Clear CTA; minimal text; brand visible in 3 seconds

## UTM

Use `utm_medium=display` or `cpc` with `utm_source` (publisher or network name) for attribution. See **traffic-analysis** for GA4 alignment.

## Pre-Launch Checklist

- [ ] Creative in required sizes
- [ ] Landing page aligned with ad message
- [ ] UTM parameters set
- [ ] Retargeting audience defined (if applicable)
- [ ] Viewability target set

## Related Skills

- **paid-ads-strategy**: Ad formats by medium; when to use display
- **google-ads**: Google Display Network; retargeting campaigns
- **traffic-analysis**: UTM for display; attribution
- **analytics-tracking**: Conversion tracking; viewability

---
name: directory-listing-ads
description: When the user wants to run paid ads within directories or marketplaces. Also use when the user mentions "Taaft ads," "Shopify App Store ads," "G2 sponsored," "Capterra ads," "directory ads," "marketplace ads," "paid listing," "sponsored listing," or "directory promotion." For organic listings, use directory-submission.
metadata:
  version: 1.0.1
---

# Paid Ads: Directory / Marketplace Listing Ads

Guides paid promotions within directories and marketplaces: Taaft, Shopify App Store, G2, Capterra. Use when you have a listing and want to boost visibility with paid placements. **Listing first**: Ensure product is submitted—see **directory-submission** for listing prep and submission workflow.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Platform Overview

| Platform | Ad type | Model | Best for |
|----------|---------|-------|----------|
| **Taaft** | Banners, sponsored listings, campaigns | Paid placements; listing + newsletter + ads + social bundles | AI tools; 80M+ users; 46K+ tools |
| **Shopify App Store** | Search ads, homepage ads, category ads | CPC; daily budget | Shopify app developers; merchant discovery |
| **G2** | Paid Promotions, G2 Clicks | Quarterly or PPC | B2B SaaS; category/competitor pages |
| **Capterra** | Sponsored listings | PPC | B2B software; 50M+ annual visitors |

## Taaft (There's An AI For That)

- **Traffic**: 80M+ users; 46K+ AI tools; 11K+ categories
- **Ad options**: Banner ads; sponsored listings at top of pages; marketing campaigns (listing + newsletter + ads + social)
- **Listing first**: Submit via taaft.com/submit or theresanaiforthat.com; 700–10K+ visitors per listing
- **Early launch bonus**: Up to $300 PPC credits for launching on Taaft first
- **UTM**: Use `utm_source=taaft_feat&utm_medium=referral` for PPC ads

## Shopify App Store

- **Ad types**: Search ads (in results when merchants search); homepage ads; category page ads
- **Model**: Cost-per-click; set daily budget; Shopify auto-generates ad appearance
- **Placement**: ~60% of installs from search—search ads critical for discovery
- **Credit**: New eligible app developers receive $100 USD ad credit
- **Management**: Partner Dashboard—edit budget, device/geo targeting, keywords; monitor CTR, install rate, cost per install
- **Limitation**: App, placement, plan-based targeting cannot change after creation; stop and create new campaign to change

## G2

- **Paid Promotions**: Quarterly campaigns; ads appear between 2nd and 3rd organic listing on category/competitor pages
- **Inventory**: 3 products per page; ~1/3 of visitors see ads
- **G2 Clicks**: PPC option; organic + sponsored placements; no subscription
- **Design**: Standardized ad design converts ~50% better than custom

## Capterra

- **Model**: PPC; reach software buyers actively comparing solutions
- **Audience**: 50M+ annual visitors
- **Options**: Free basic listing; paid advertising for increased visibility

## Strategy

1. **Listing first**: Submit to directory before buying ads—see **directory-submission**
2. **Test organic**: Measure baseline traffic before paid
3. **Layer paid**: Add ads when organic underperforms or for launch push
4. **UTM**: Tag all ad links (`utm_medium=paid`, `utm_source=taaft` or `shopify` or `g2` or `capterra`)

## Pre-Launch Checklist

- [ ] Product listed in directory (directory-submission)
- [ ] Listing optimized (copy, screenshots, category)
- [ ] Budget aligned with CPC/CPM expectations
- [ ] UTM parameters set for attribution
- [ ] Conversion tracking (GA4, platform analytics)

## Related Skills

- **directory-submission**: Listing prep; submission workflow; platform-specific copy
- **paid-ads-strategy**: Ad formats by medium; when to use directory ads
- **traffic-analysis**: UTM for directory ads; attribution
- **analytics-tracking**: Conversion tracking

---
name: ctv-ads
description: When the user wants to run CTV, OTT, or streaming TV ads. Also use when the user mentions "CTV ads," "connected TV," "OTT advertising," "streaming ads," "TV ads," "Hulu ads," "Roku ads," "YouTube TV ads," or "programmatic TV." For paid mix, use paid-ads-strategy.
metadata:
  version: 1.0.1
---

# Paid Ads: CTV / Streaming TV

Guides Connected TV (CTV) and OTT advertising: ads on streaming platforms (Hulu, Roku, YouTube TV, etc.). Use when targeting viewers who watch streaming content; CTV achieves ~95% ad completion, higher than mobile/desktop.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## What Is CTV / OTT

- **CTV (Connected TV)**: Smart TVs, streaming devices (Roku, Fire TV, Apple TV) that serve ads
- **OTT (Over-the-top)**: Video delivered over the internet (Hulu, Peacock, Paramount+, etc.)
- **Streaming share**: Streaming surpassed broadcast + cable combined in 2025 (~45% of TV viewing)

## Why CTV

| Advantage | Detail |
|-----------|--------|
| **High completion** | ~95% ad completion rate vs lower on mobile/desktop |
| **Unskippable** | Most CTV inventory is non-skippable pre-roll/mid-roll |
| **Targeting** | Demographics, interests, location, household data |
| **Underinvested** | CTV received ~7% of ad spend despite ~18% of media time (2024) |

## Ad Formats

| Format | Use |
|--------|-----|
| **Pre-roll / Mid-roll** | Standard video; 15–30 sec |
| **Interactive** | Drives engagement; ~71 sec additional time vs standard |
| **QR / URL** | Direct response; track offline-to-online |

## Platforms & Buying

- **Programmatic**: DSPs (The Trade Desk, etc.); audience-based buying
- **Direct**: Hulu, Roku, YouTube TV, Peacock—platform-specific deals
- **Google**: YouTube on TV; part of Video campaigns

## Metrics

| Metric | Use |
|--------|-----|
| **Completion rate** | % who watch full ad; CTV typically 95%+ |
| **Reach / frequency** | Household reach; avoid over-frequency (e.g., <7) |
| **CPM** | Cost per thousand impressions |
| **Attribution** | QR scans, URL visits; harder than web/app |

## Creative

- **Horizontal**: 16:9; TV screen format
- **Sound on**: Assume sound; design for audio
- **Brand focus**: CTV often awareness; clear brand, CTA

## UTM for CTV

Use `utm_medium=video` or `ctv` with `utm_source` (e.g., `hulu`, `roku`) for QR/URL campaigns. Tag links in interactive CTV ads for attribution.

## Pre-Launch Checklist

- [ ] Creative in 16:9; sound-on
- [ ] Targeting defined (demo, interests, geo)
- [ ] Attribution plan (QR, URL, brand lift)
- [ ] Frequency cap set
- [ ] Budget aligned with CPM expectations

## Related Skills

- **paid-ads-strategy**: Ad formats by medium; when to use TV vs web vs app
- **traffic-analysis**: UTM for CTV direct-response; attribution
- **analytics-tracking**: Conversion tracking for QR/URL campaigns

---
name: app-ads
description: When the user wants to run app install ads, user acquisition (UA), or promote mobile apps. Also use when the user mentions "app ads," "app install ads," "UA," "user acquisition," "Google App Campaigns," "Apple Search Ads," "ASA," "UAC," "App Store ads," "Play Store ads," "CPI," or "app promotion." For store listings, use distribution-channels.
metadata:
  version: 1.0.1
---

# Paid Ads: App Ads

Guides app advertising: app install campaigns, user acquisition (UA), and in-app promotion. Use when promoting mobile apps (iOS, Android); conversion = install or in-app action, not landing page.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Key Platforms

| Platform | Best for | Conversion |
|----------|----------|------------|
| **Google App Campaigns** | Android + iOS; automated across Search, YouTube, Display, Play, Discover | Install, in-app event |
| **Apple Search Ads (ASA)** | iOS only; high-intent App Store search | Install |
| **Meta App Install** | Facebook/Instagram; demand gen for apps | Install, in-app event |
| **TikTok App Install** | Younger users; viral creative | Install |

## Google App Campaigns

- **Reach**: Search, YouTube, Display, Google Play, Discover
- **Bidding**: Maximize Conversions (automated) or Target CPI/CPA (30+ conversions/week)
- **Creative**: Provide diverse assets (videos, images, text); algorithm tests combinations
- **iOS**: SKAdNetwork; conversion value mapping; Firebase for in-app events
- **Bid–budget ratio**: ≥10× for CPI, ≥15× for CPA

## Apple Search Ads

- **Placements**: App Store search results, Today tab, Search tab, product pages
- **Modes**: Basic (automated) or Advanced (keywords, audiences, bids)
- **Audience**: High-intent users actively searching in App Store
- **ASO benefit**: Can improve keyword rankings as secondary effect

## Metrics

| Metric | Use |
|--------|-----|
| **CPI** | Cost per install |
| **CPA** | Cost per acquisition (in-app action) |
| **LTV** | Lifetime value; iOS often higher than Android |
| **Retention** | D1, D7, D30; quality signal |

**iOS vs Android**: iOS typically higher LTV, higher CPI; Android greater scale, lower CPI.

## Tracking

- **Firebase**: In-app events, audiences, value-based optimization (Google)
- **SKAdNetwork**: iOS attribution; configure conversion value mapping
- **UTM**: Use `utm_medium=app` or `cpc` with `utm_source` for app campaigns in GA4

## Pre-Launch Checklist

- [ ] App Store / Play Store listing optimized (ASO)
- [ ] Firebase or equivalent connected; in-app events defined
- [ ] Creative assets (video, images, text) prepared
- [ ] Conversion events (install, signup, purchase) configured
- [ ] Bid–budget ratio meets minimum (10× CPI, 15× CPA)

## Related Skills

- **paid-ads-strategy**: Ad formats by medium; when to use app vs web
- **analytics-tracking**: In-app events; conversion setup
- **traffic-analysis**: UTM for app campaigns; attribution

---
name: status-page-generator
description: When the user wants to create, optimize, or structure a status page. Also use when the user mentions "status page," "status.yourdomain.com," "uptime," "service health," "incident page," or "system status." For incident comms, use public-relations.
metadata:
  version: 1.0.1
---

# Pages: Status Page

Guides status page design for communicating service health, uptime, and incidents. Typically at `status.*` subdomain. Reduces support during outages, builds trust.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Initial Assessment

**Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read it for product and service components.

Identify:
1. **Service components**: API, dashboard, billing, etc.
2. **Monitoring**: What tools feed status (PagerDuty, Datadog, etc.)
3. **Audience**: Customers, developers, internal
4. **Hosting**: Self-hosted vs. third-party (Statuspage, Better Uptime, etc.)

## Status Page Structure

| Section | Purpose |
|---------|---------|
| **Overall status** | Operational, Degraded, Outage, Maintenance |
| **Components** | Per service: status, uptime % |
| **Incidents** | Active and past; timeline, updates |
| **Subscribe** | Email, SMS, RSS for notifications |
| **Uptime history** | 90-day or custom range (optional) |

## Best Practices

### Communication

- **Clear status**: Operational, Degraded, Partial Outage, Major Outage
- **Incident updates**: Timely, honest, actionable
- **Post-mortem**: Link to post-incident review when public
- **Maintenance**: Schedule ahead, notify subscribers

### Design

- **Scannable**: Status at a glance; green/yellow/red
- **Mobile**: Critical for on-the-go checks
- **Accessible**: Color + text; don't rely on color alone
- **No login required**: Public status, no auth

### Technical

- **Independent hosting**: Status page should stay up when main product is down
- **Subdomain**: status.yourdomain.com
- **Integrations**: Slack, PagerDuty, etc. for incident creation
- **Historical data**: Uptime %, incident count

## Output Format

- **Structure** (components, incident format)
- **Status** definitions and colors
- **Incident** template (title, updates, resolution)
- **Subscribe** options
- **Hosting** recommendation (self vs. third-party)

## Related Skills

- **docs-page-generator**: Link status from docs footer
- **api-page-generator**: Link status for developer trust
- **footer-generator**: Status link in footer
- **404-page-generator**: Status page as utility; similar UX principles

---
name: signup-login-page-generator
description: When the user wants to create, optimize, or audit signup and login pages. Also use when the user mentions "signup page," "login page," "registration page," "auth page," "sign up form," "create account," "student discount at signup," or "auth subdomain." For indexing/auth URLs, use indexing.
metadata:
  version: 1.0.1
---

# Pages: Signup / Login

Guides signup and login page structure, domain choice, modal vs dedicated page, discount integration, and SEO. Signup is the conversion endpoint from landing pages and pricing; when discounts apply at registration (e.g., student discount), signup is the P0 placement. Distinct from **landing-page-generator** (acquisition); **newsletter-signup-generator** (email capture only).

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Initial Assessment

**Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read it for product, audience, and offers.

Identify:
1. **Goal**: Account creation, trial, paid signup
2. **Discounts**: Student, annual, promo code—apply at signup?
3. **Auth**: Self-built vs third-party (Auth0, Clerk, etc.)
4. **Audience**: General vs segmented (students, startups)

## Domain & URL

| Option | Use |
|--------|-----|
| **Main domain** | /signup, /login, /auth; simple; common for SaaS |
| **Subdomain** | auth.example.com; Universal Login pattern; credentials not cross-origin; requires Cookie domain config for cross-subdomain session |
| **Third-party** | Redirect to Auth0, Clerk, etc.; provider hosts auth |

**Paths**: /signup, /login, /register, /auth; keep short and consistent.

## Modal vs Dedicated Page

| Approach | Use |
|----------|-----|
| **Dedicated page** | Account creation; discount verification; student verification; higher-quality leads; fewer fake emails |
| **Modal / popup** | Lightweight lead capture; newsletter; quick demo request; lower quality, higher volume |

**When discount applies at signup** (e.g., student 30% off): Use **dedicated page**—user needs space for verification, discount display, and form. Modal can work for simple email-only capture; avoid for full account + verification flows.

**Mobile**: Google penalizes intrusive interstitials; dedicated page avoids penalty.

## Page Structure

| Section | Purpose |
|---------|---------|
| **Headline** | Value-focused; "Start free" or "Students: 30% off today, 15% off ongoing" |
| **Trust signals** | SSL, payment logos, privacy, customer logos; see **trust-badges-generator** |
| **Media** | Product screenshot, short video, or demo GIF above fold; reinforces value |
| **Form** | Minimal fields; email first; social login (Google, GitHub) reduces friction |
| **Discount block** | Student discount, annual discount, promo code; verification entry when applicable |
| **Privacy / Terms** | Links; compliance |

## Discount Integration

### Student / Education (education-program)

| Element | Placement |
|---------|-----------|
| **Headline or subhead** | "Students: 30% off today, 15% off ongoing" |
| **Verification** | .edu, SheerID, UNiDAYS; verify at signup to apply discount |
| **Eligibility** | Brief eligibility; link to full terms |

**P0 placement**: When student discount applies at registration, signup page is primary; pricing page and homepage banner are P1.

### Other Discounts

- **Annual discount**: Show when user selected annual plan from pricing; confirm before submit
- **Promo code**: "Have a code?" link or inline field; validate before or after submit

## Form & Verification

- **Minimal fields**: Email only when possible; add name only if needed; see **newsletter-signup-generator**
- **Social login**: Google, GitHub; reduces friction; faster than email form
- **Verification entry**: .edu (instant), SheerID/UNiDAYS (broader); see **education-program**
- **Progressive**: Collect email first; verify student; then complete profile if needed

## SEO

| Page | Meta | Reason |
|------|------|--------|
| **Login** | `noindex, nofollow` | No search value; security risk; indexed login pages can confuse users |
| **Signup** | `noindex, follow` | Block from SERP; allow crawl of links (Privacy, Terms) |

**Implementation**: Use `<meta name="robots" content="noindex">` or `X-Robots-Tag` header. robots.txt does not prevent indexing—crawlers must access the page to read the directive. See **indexing** for full noindex page-type list.

## Output Format

- **Domain** and URL choice
- **Modal vs page** recommendation
- **Structure** (headline, trust, media, form, discount block)
- **Discount** integration (student, annual, promo)
- **SEO** meta tags
- **Related** skills for execution

## Related Skills

- **indexing**: Full noindex page-type list; noindex,follow vs noindex,nofollow
- **education-program**: Student discount at signup (P0); verification; placement
- **landing-page-generator**: Signup is CTA destination; landing page structure applies to signup when signup is conversion endpoint
- **popup-generator**: Modal option for lightweight capture; signup as full form → dedicated page
- **newsletter-signup-generator**: Form design; minimal fields; trust signals
- **trust-badges-generator**: Trust signals on signup
- **pricing-page-generator**: Pricing CTA → signup; annual discount flows to signup
- **website-structure**: /login, /signup in Standalone paths

---
name: feedback-page-generator
description: When the user wants to create, optimize, or audit a feedback or roadmap page. Also use when the user mentions "feedback page," "roadmap," "feature requests," "vote on features," "Canny," "UserVoice," or "product feedback." For sitewide page planning, use website-structure.
metadata:
  version: 1.0.1
---

# Pages: Feedback / Roadmap

Guides feedback and roadmap pages that collect user input and communicate product direction. Often integrates with Canny, FeatureBase, UserVoice, or similar. Supports product-led growth and community engagement.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Initial Assessment

**Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read it for product and roadmap priorities.

Identify:
1. **Tool**: Canny, FeatureBase, UserVoice, custom, or embedded form
2. **Scope**: Feedback only, roadmap only, or both
3. **Primary goal**: Collect requests, show transparency, build community
4. **Audience**: Users, prospects, or both

## Page Structure

| Section | Purpose |
|---------|---------|
| **Headline** | "Share Your Ideas" or "Product Roadmap" |
| **Value** | We listen; your input shapes the product |
| **Feedback** | Form or embed; categories (feature, bug, other) |
| **Roadmap** | In progress, planned, completed; or link to external board |
| **Process** | How we prioritize; what happens after you submit |
| **CTA** | Submit idea, vote, view roadmap |

## Best Practices

### Feedback Collection

- **Low friction**: Few fields; optional details
- **Categories**: Feature request, Bug, General
- **Duplicate detection**: "Similar ideas" to merge votes

### Roadmap Display

- **Status**: In progress, planned, completed
- **Transparency**: Don't over-promise; "Exploring" vs "Committed"
- **Update regularly**: Stale roadmap hurts trust

### Integration

- **Embed**: Canny, FeatureBase embed on your domain
- **Or link**: /feedback → feedback.yourproduct.com
- **SEO**: Often noindex for external boards; index if on your site

## Output Format

- **Headline** and value proposition
- **Page structure** (feedback + roadmap sections)
- **Process** copy (how we use feedback)
- **Integration** notes (Canny, etc.)
- **SEO** (index vs noindex)

## Related Skills

- **docs-page-generator**: Feedback process in docs
- **contact-page-generator**: Alternative for simple feedback
- **changelog-page-generator**: Completed roadmap items → changelog

---
name: disclosure-page-generator
description: When the user wants to create, optimize, or audit an affiliate, sponsor, or paid partnership disclosure page. Also use when the user mentions "disclosure," "affiliate disclosure," "sponsored content," "FTC disclosure," or "paid partnership." For sitewide page planning, use website-structure.
metadata:
  version: 1.0.1
---

# Pages: Disclosure

Guides disclosure pages for affiliate links, sponsored content, and paid partnerships. Required for FTC compliance (US) and similar regulations. Builds trust and reduces legal risk.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Initial Assessment

**Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read it for affiliate/partnership model.

Identify:
1. **Type**: Affiliate, sponsored, paid partnership, referral
2. **Scope**: Site-wide, specific pages, or both
3. **Regions**: US (FTC), EU, other
4. **Placement**: Standalone page; link from footer, near affiliate content

## Page Structure

| Section | Purpose |
|---------|---------|
| **Headline** | "Disclosure" or "Affiliate Disclosure" |
| **Summary** | We may earn from qualifying purchases; links may be affiliate |
| **Details** | How it works; what we recommend; no extra cost to you |
| **Transparency** | We only recommend products we believe in |
| **Contact** | Questions; link to contact |

## Best Practices

### FTC Compliance (US)

- **Clear and conspicuous**: Not buried; visible near affiliate content
- **Before the click**: Disclosure before user clicks affiliate link
- **Plain language**: "We may earn a commission" not legalese

### Placement

- **Footer link**: "Disclosure" in every page footer
- **Near content**: Short disclosure above/below affiliate sections
- **Standalone page**: Full disclosure at /disclosure

### Content

- **Honest**: Explain relationship; no misleading claims
- **Concise**: One page; avoid excessive length
- **Update**: When model changes

## Output Format

- **Headline** and summary
- **Full disclosure** copy
- **Placement** guidance (footer, in-content)
- **Legal** note (consult lawyer for jurisdiction)

## Related Skills

- **affiliate-page-generator**: Affiliate program page; link to disclosure
- **terms-page-generator**: Terms may reference disclosure
- **privacy-page-generator**: Privacy for data; disclosure for commercial
- **landing-page-generator**: Disclosure near affiliate LPs

---
name: changelog-page-generator
description: When the user wants to create, optimize, or structure a changelog or release notes page. Also use when the user mentions "changelog," "release notes," "what's new," "updates," "product updates," "version history," or "changelog.yourdomain.com." For sitewide page planning, use website-structure.
metadata:
  version: 1.0.1
---

# Pages: Changelog

Guides changelog and release notes pages. Typically at `changelog.*` subdomain or `/changelog`. Builds trust, reduces support, increases feature adoption.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Initial Assessment

**Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read it for product and release cadence.

Identify:
1. **Product type**: SaaS, API, mobile app, etc.
2. **Audience**: End users, developers, both
3. **Release cadence**: Weekly, monthly, continuous
4. **Format**: Timeline, version-based, category (New, Improved, Fixed)

## Changelog Structure

| Section | Purpose |
|---------|---------|
| **Entry** | Date, version, title |
| **Category** | New, Improved, Fixed, Deprecated (optional) |
| **Description** | What changed, why it matters |
| **Link** | To docs, blog, or in-app |
| **Media** | Screenshots, GIFs, videos (optional) |

## Best Practices

### Content

- **User benefit first**: "You can now X" not "We added X"
- **Concrete**: Specific features, not vague "improvements"
- **Scannable**: Headlines, bullets, tags
- **Searchable**: If many entries, add search/filter

### Organization

- **Reverse chronological**: Newest first
- **Grouping**: By version or date range
- **Tags**: Feature area, product module (optional)
- **RSS/email**: Notify subscribers of updates

### Placement

- **Subdomain**: changelog.yourdomain.com
- **Path**: /changelog, /updates, /releases
- **Embed**: Widget in app or docs sidebar
- **Link from**: Footer, docs, in-app

## Output Format

- **Structure** (layout, entry format)
- **Entry template** (fields, tone)
- **Navigation** (filters, search)
- **SEO** (index, metadata)
- **Integration** (embed, RSS, email)

## Related Skills

- **docs-page-generator**: Changelog linked from docs
- **docs-page-generator**: API changelog for developers; docs includes API Reference
- **blog-page-generator**: Major releases may have blog posts
- **top-banner-generator**: Announce major updates on main site

---
name: careers-page-generator
description: When the user wants to create, optimize, or audit a careers or jobs page. Also use when the user mentions "careers," "jobs," "hiring," "open positions," "company culture," "careers page," "job listings," "we're hiring," "join our team," or "recruitment page." For sitewide page planning, use website-structure.
metadata:
  version: 1.0.1
---

# Pages: Careers

Guides careers page content, structure, and employer branding for recruitment.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Initial Assessment

**Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read it for company values, culture, and differentiators.

Identify:
1. **Audience**: Job seekers, passive candidates
2. **Open roles**: List or link to ATS
3. **Employer brand**: Culture, benefits, perks

## Best Practices

### Essential Elements

| Element | Purpose |
|---------|---------|
| **Open positions** | List or link to job board/ATS |
| **Company culture** | Values, team, work environment |
| **Benefits** | Health, remote, PTO, learning |
| **Process** | What to expect when applying |
| **CTA** | Apply, view roles, contact recruiting |

### Structure

- **Hero**: Employer value proposition; "Join us"
- **Open roles**: List or embed; filter by department/location
- **Why us**: Culture, benefits, growth
- **Team**: Photos, quotes, diversity
- **Process**: Application steps

### SEO

- Target "company name careers," "jobs at company"
- Schema: JobPosting for each role
- Internal links from About, Home

## Output Format

- **Structure** outline
- **Employer brand** messaging
- **Open roles** section approach
- **SEO** metadata and schema

## Related Skills

- **about-page-generator**: Culture and team overlap
- **schema-markup**: JobPosting schema
- **title-tag, meta-description, page-metadata**: Careers page metadata

---
name: 404-page-generator
description: When the user wants to create, optimize, or audit 404 error pages. Also use when the user mentions "404 page," "404 error," "error page," "page not found," "broken link page," "404 design," "custom 404," "404 redirect," "404 page UX," or "404 recovery." For sitewide page planning, use website-structure.
metadata:
  version: 1.0.1
---

# Pages: 404 Error Page

Guides 404 error page design for UX, conversion recovery, and brand consistency.

**When invoking**: On **first use**, if helpful, open with 1-2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Initial Assessment

**Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read it for brand voice, key pages, and Section 12 (Visual Identity).

Identify:
1. **Site structure**: Key pages to link (homepage, popular pages, search)
2. **Brand tone**: Friendly, professional, playful
3. **Conversion goal**: Recover lost visitors, drive to key pages

## Best Practices

### Clear Error Messaging

- **User-friendly**: Neutral message explaining the page wasn't found
- **Optional 404 display**: Can show "404" but avoid blaming the user
- **Empathetic tone**: Acknowledge the error gracefully; turn frustration into opportunity

### Navigation and Redirection

| Element | Purpose |
|---------|---------|
| **Site navigation** | Header/footer so users know they're still on your site |
| **Search** | Help users find what they need |
| **Popular pages** | Links to homepage, features, pricing, blog |
| **Similar URLs** | Suggest corrections for common typos |
| **Avoid auto-redirect** | Unless confident of user intent |

### Design and Branding

- **Consistent design**: Same header, footer, colors as rest of site (brand-visual-generator)
- **Avoid confusion**: Users should not think they've left your domain
- **Mobile responsive**: Test on all devices

### Conversion Opportunities

404 pages can drive conversions by:
- Showcasing popular products or features
- Featuring testimonials or social proof
- Offering special promotions or value
- Linking to mobile app or newsletter

### Technical

- **Track 404s**: Monitor broken links, fix or redirect
- **Accessibility**: Maintain WCAG standards
- **HTTP status**: Ensure proper 404 response code

## Output Format

- **Copy** options (headline, message, CTA)
- **Link structure** (what to include)
- **Design** checklist
- **SEO**: Typically noindex; ensure canonical if needed

## Related Skills

- **homepage-generator**: Primary escape route
- **brand-visual-generator**: Typography, colors for consistent 404 design
- **indexing**: noindex for 404 if desired
- **title-tag, meta-description, page-metadata**: 404 page metadata

---
name: use-cases-page-generator
description: When the user wants to create, optimize, or audit use case pages. Also use when the user mentions "use cases," "use case page," "for [role]," "by persona," "by scenario," "by business goal," "ICP pages," or "audience-specific pages." For sitewide page planning, use website-structure.
metadata:
  version: 1.2.1
---

# Pages: Use Cases

Guides use case pages that bridge product features and real-world customer problems. **Scenario-first** is the primary organization. BOFU (bottom-of-funnel) pages for SaaS/B2B. Answer "when would I use it?" and "how does it help me?" — distinct from solutions (industry/outcome).

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Initial Assessment

**Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read it for product, ICP, and proof points.

Identify:
1. **Scenarios**: Concrete situations (event marketing, lead nurturing)
2. **Personas**: Roles (Marketer, Sales Rep, Realtor)
3. **Business goals**: Acquisition, Retention, Upsell
4. **Format**: Single page vs. per-use-case pages; standalone or under solutions
5. **Primary goal**: Demo, sign up, contact sales

## Use Case Page Structure

| Section | Purpose |
|---------|---------|
| **Headline** | "When you need to X, we help you Y" or "For [role]: solve X" |
| **Problem** | Pain points, day-to-day challenges |
| **Solution** | How product addresses them; link to relevant features (do not duplicate feature copy) |
| **Proof** | Case study, testimonial, metrics |
| **CTA** | Try free, book demo, contact |
| **Related** | Link to other use cases, parent solution |

## Best Practices

### Scenario-First

- **Concrete situations**: "When you need to run event marketing at scale..."
- **Before-after**: Show transformation, not just features
- **One scenario per page**: Don't mix "event marketing" and "lead nurturing"

### Content Differentiation (vs Features)

- **Use case = scenario + problem + outcome**: Write the story (when, who, why, result); reference features via links.
- **Do not duplicate feature copy**: Avoid repeating capability lists or benefit bullets from the features page; instead, describe how the product solves this scenario and link to /features for details.
- **Avoid content cannibalization**: Each use case page targets a unique scenario intent; overlap with features (both Commercial/Consideration) dilutes SEO — differentiate by content angle (scenario vs capability).

### Organization (Primary → Secondary)

| Dimension | Priority | Examples |
|-----------|----------|----------|
| **By Scenario** | Primary | Event marketing, Lead nurturing, Churn prevention, Customer onboarding |
| **By Persona/Role** | Primary | For Realtors, For CMOs, For Sales Reps |
| **By Business Goal** | Secondary | Acquisition, Retention, Upsell/Cross-sell |
| **By Industry** | Secondary (ICP) | Use as ICP tag; or as sub-page under Solutions |

### Scenario Examples

Event marketing, Lead nurturing, Churn prevention, Customer onboarding, Patient scheduling, Telemedicine, Inventory management, Demand forecasting.

### Business Goal Examples

Acquisition (signups, trials), Retention (reduce churn, re-engagement), Upsell/Cross-sell (expand revenue).

### vs. Solutions vs. Features

| Page | Answers | Primary Organization |
|------|---------|----------------------|
| **Features** | What does it do? | Capabilities |
| **Solutions** | What outcome do I get? | By industry, company size, team |
| **Use cases** | When would I use it? | By scenario, persona, business goal |

**Hierarchy**: Use cases can be standalone or sub-pages under Solutions. Example: /solutions/healthcare/patient-scheduling (use case under industry solution).

### When to Use Use Cases vs Solutions

| Need | Use |
|------|-----|
| By scenario (Event marketing) | Use Cases |
| By persona (For Realtors, For CMOs) | Use Cases |
| By business goal (Acquisition, Retention) | Use Cases |
| By industry | Solutions |
| By company size (SMB, Enterprise) | Solutions |
| By team (Marketing, Sales) | Solutions |
| Industry-specific application | Use Cases (as Solutions sub-page) |

### Internal Linking

- Use cases ↔ features ↔ solutions ↔ customer stories
- If under a solution: link to parent solution; parent links to use cases

### SEO

- **Intent**: Commercial; "X software for [scenario]" or "[Product] for [role]"
- **Title**: "When to Use [Product] for [Scenario]" or "[Product] for [Role]"
- **Differentiate**: Unique workflows, pain points per scenario/persona

## Output Format

- **Use case list** (scenarios/personas to cover)
- **Per-page structure** (sections, messaging)
- **Headline** options per segment
- **Internal linking** plan (including parent solution if applicable)
- **SEO** metadata

## Related Skills

- **features-page-generator**: Features = what it does; use cases = when/how to use it; reference features via links, don't duplicate; see Content Differentiation above
- **solutions-page-generator**: Solutions are industry/outcome-focused; use cases are scenario-focused; use cases can be sub-pages under solutions
- **customer-stories-page-generator**: Case studies as proof on use case pages
- **landing-page-generator**: Use case pages are a type of landing page; apply LP principles
- **pricing-page-generator**: Use case pages link to pricing

---
name: startups-page-generator
description: When the user wants to create, optimize, or audit a startups, education, or special program page. Also use when the user mentions "startups program," "for startups," "education discount," "student plan," "for students," or "special pricing." For education discounts, use education-program.
metadata:
  version: 1.0.1
---

# Pages: Startups / Education

Guides startups and education program pages that offer special pricing or benefits. Targets founders, early-stage teams, students, and educators. Common for SaaS, dev tools, and productivity apps. For **channel strategy** (discount structure, verification, placement), see **education-program**.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Initial Assessment

**Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read it for product, pricing, and eligibility.

Identify:
1. **Program type**: Startups, education, nonprofit, incubator
2. **Offer**: Discount, free tier, credits, extended trial
3. **Eligibility**: Criteria (revenue, team size, .edu, etc.)
4. **Primary goal**: Sign up, apply, contact

## Page Structure

| Section | Purpose |
|---------|---------|
| **Headline** | "Built for Startups" or "Free for Students" |
| **Value** | Why this program; what they get |
| **Eligibility** | Who qualifies; how to verify |
| **Offer** | Discount %, free months, credits |
| **Proof** | Startups/students who use us |
| **CTA** | Apply, get started, claim offer |

## Best Practices

### Eligibility

- **Clear criteria**: "Pre-seed to Series A" or ".edu email"
- **Verification**: Application, form, or self-serve
- **Abuse prevention**: Limit per company; revoke if ineligible

### Messaging

- **Empathy**: "We've been there"; "Grow with us"
- **Social proof**: "X startups use [Product]"
- **Urgency**: Limited spots; apply by date (if applicable)

### Conversion

- **Low friction**: Short form; or instant with .edu
- **Follow-up**: Email sequence for applicants
- **Link to pricing**: Full pricing for reference

### Placement: When Standalone vs Embed

| Approach | When |
|----------|------|
| **Embed in pricing** | Student as tier or block; no separate page; single decision point |
| **Registration flow** | When discount applies at signup, registration is P0; pricing page P1 |
| **Standalone page** | /education, /student-discount; when SEO or ad landing needed; avoid if persona "for students" already exists |

## Output Format

- **Headline** and value proposition
- **Eligibility** criteria
- **Offer** details
- **Application** flow
- **Internal links** (pricing, features)
- **SEO** metadata

## Related Skills

- **education-program**: Student/education discount channel; verification, placement, discount structure
- **discount-marketing-strategy**: Startups/education discount programs; campaign design
- **pricing-page-generator**: Link to full pricing; program as special tier; Special programs section
- **landing-page-generator**: Startups page is a landing page
- **use-cases-page-generator**: "For startups" use case
- **customer-stories-page-generator**: Startup case studies

---
name: solutions-page-generator
description: When the user wants to create, optimize, or audit solutions pages. Also use when the user mentions "solutions," "solutions page," "by industry," "industry solutions," "by company size," "SMB," "enterprise," "by outcome," "business outcomes," or "how we solve X." For sitewide page planning, use website-structure.
metadata:
  version: 1.1.1
---

# Pages: Solutions

Guides solutions pages focused on business outcomes. **Industry-first** is the B2B norm (Salesforce, HubSpot). Answer "what outcome do I get for my industry/team/size?" rather than "what does it do?" Distinct from features (capabilities) and use cases (scenarios); solutions emphasize measurable value by segment.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Initial Assessment

**Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read it for product, outcomes, and proof points.

Identify:
1. **Outcomes**: Revenue growth, cost savings, efficiency, compliance
2. **Segments**: Industry (primary), company size, team
3. **Format**: Hub + per-solution pages, or single solutions page
4. **Primary goal**: Demo, sign up, contact

## Solutions Page Structure

| Section | Purpose |
|---------|---------|
| **Headline** | Outcome-led; "Achieve X with [Product]" |
| **Challenge** | Business problem, context |
| **Solution** | How product delivers the outcome |
| **Proof** | Metrics, case study, ROI |
| **Features used** | Link to relevant features |
| **CTA** | Book demo, start trial, see case study |
| **Related** | Other solutions, use cases (as sub-applications) |

## Best Practices

### Outcome-First

- **Lead with result**: "Increase conversion by 30%" not "We have A/B testing"
- **Measurable**: Time saved, revenue gained, cost reduced
- **Specific**: Industry workflows, not generic claims
- **Differentiate**: Each industry/segment gets unique content

### Organization (Primary → Secondary)

| Dimension | Priority | Examples |
|-----------|----------|----------|
| **By Industry** | Primary | Healthcare, Retail, Manufacturing, Financial Services |
| **By Company Size** | Secondary | SMB, Mid-Market, Enterprise |
| **By Team** | Secondary | Marketing, Sales, Service, Operations |
| **By Outcome** | Alternative | Scale support, Reduce churn, Accelerate sales |

### Common Industries (Reference)

Automotive, Communications, Consumer Goods, Consumer Services, Construction & Real Estate, Education, Energy & Utilities, Financial Services, Government, Healthcare & Life Sciences, Manufacturing, Media, Nonprofit, Professional Services, Retail, Technology, Travel & Hospitality.

### Company Size Segments

| Size | Typical | Focus |
|------|---------|-------|
| Startup | <50 | Speed, agility |
| SMB | 50–500 | Ease of use, affordability |
| Mid-Market | 500–5000 | Scalability |
| Enterprise | 5000+ | Customization, compliance, integration |

### vs. Use Cases vs. Features

| Page | Answers | Primary Organization |
|------|---------|----------------------|
| **Features** | What does it do? | Capabilities |
| **Use cases** | When would I use it? | By scenario, persona, business goal |
| **Solutions** | What outcome do I get? | By industry, company size, team |

**Hierarchy**: Solutions (industry/segment) can contain Use Cases as sub-applications. Example: /solutions/healthcare → use cases: patient scheduling, telemedicine.

### When to Use Solutions vs Use Cases

| Need | Use |
|------|-----|
| By industry (Healthcare, Retail) | Solutions |
| By company size (SMB, Enterprise) | Solutions |
| By team (Marketing, Sales) | Solutions |
| By outcome (Scale support) | Solutions |
| By scenario (Event marketing) | Use Cases |
| By persona (For Realtors, For CMOs) | Use Cases |
| By business goal (Acquisition, Retention) | Use Cases |
| Industry-specific application | Use Cases (as Solutions sub-page) |

## Output Format

- **Solutions list** (industries/segments)
- **Per-page structure** (sections, messaging)
- **Headline** options
- **Proof** integration (case studies, metrics)
- **Internal linking** (features, use cases, pricing)
- **SEO** metadata

## Related Skills

- **use-cases-page-generator**: Use cases as sub-applications under solutions; link between
- **features-page-generator**: Solutions reference features; link to feature pages
- **customer-stories-page-generator**: Case studies as proof on solutions pages
- **pricing-page-generator**: Solutions pages link to pricing
- **landing-page-generator**: Solutions pages apply LP principles

---
name: showcase-page-generator
description: When the user wants to create, optimize, or audit a showcase or gallery page for user-generated content. Also use when the user mentions "showcase," "gallery," "user work," "UGC," "creator showcase," "examples," or "made with [product]." For social proof components, use testimonials-generator.
metadata:
  version: 1.0.1
---

# Pages: Showcase

Guides showcase and gallery pages that display user-generated work, creator content, or "made with [product]" examples. Builds community, social proof, and inspiration. Common for design tools, no-code, and creator-focused products.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Initial Assessment

**Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read it for product, audience, and UGC sources.

Identify:
1. **Content type**: Designs, sites, videos, templates, campaigns
2. **Source**: Curated, user-submitted, or both
3. **Format**: Grid, masonry, carousel; filter by category
4. **Primary goal**: Inspiration, sign up, community

## Page Structure

| Section | Purpose |
|---------|---------|
| **Headline** | "See What Others Built" or "Made with [Product]" |
| **Intro** | Inspire; show what's possible |
| **Gallery** | Grid of items; thumbnail, title, creator, link |
| **Categories** | Filter by type, industry, use case |
| **Submit** | CTA to submit work; link to form or guidelines |
| **Featured** | Highlight top picks; rotate periodically |

## Best Practices

### Curation

- **Quality over quantity**: Show best work; maintain bar
- **Diversity**: Mix industries, styles, use cases
- **Permissions**: Ensure creator consent; attribution

### Display

- **Visual-first**: Thumbnails, previews; minimal text
- **Click-through**: To full project or creator profile
- **Attribution**: Creator name, link; respect copyright

### Community

- **Submit CTA**: "Share your work"; clear guidelines
- **Featured creators**: Spotlight; builds loyalty
- **Social**: Share to X, LinkedIn; encourage tagging

## Output Format

- **Headline** and intro
- **Gallery structure** (layout, filters)
- **Per-item** format (thumbnail, title, creator)
- **Submit** CTA and guidelines
- **SEO** metadata

## Related Skills

- **card**: Gallery card structure; thumbnail, title, creator, link
- **grid, masonry, carousel**: Grid for uniform; masonry for varying heights (Pinterest-style); carousel for featured rotation
- **customer-stories-page-generator**: Case studies vs. visual showcase; different formats
- **testimonials-generator**: Testimonials as component; showcase can include quotes
- **creator-program**: Creator showcase for program members
- **landing-page-generator**: Showcase as conversion page

---
name: services-page-generator
description: When the user wants to create, optimize, or audit a services page. Also use when the user mentions "services page," "what we offer," "service offerings," "consulting services," "service page," "offerings page," "service catalog," or "professional services." For sitewide page planning, use website-structure.
metadata:
  version: 1.0.1
---

# Pages: Services

Guides services page content and structure for service-based businesses (consulting, agencies, freelancers).

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Initial Assessment

**Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read it for service offerings and differentiation.

Identify:
1. **Service count**: One overview or multiple service pages
2. **Audience**: B2B, B2C, or both
3. **Conversion goal**: Contact, quote, booking

## Best Practices

### Structure

| Approach | When |
|----------|------|
| **Single page** | Few services; compact overview |
| **Hub + detail** | Many services; main page links to each |
| **Service tiers** | Packages, pricing tiers |

### Essential Elements

| Element | Purpose |
|---------|---------|
| **Service overview** | What you offer; who it's for |
| **Benefits** | Outcomes, not just features |
| **Process** | How you work; steps |
| **Proof** | Case studies, testimonials |
| **CTA** | Contact, get quote, book call |

### Content

- **Benefit-first**: Solve problems; outcomes
- **Clear scope**: What's included
- **Differentiation**: Why you vs. others

### SEO

- Target "service + location" or "service + industry"
- Schema: Service type
- Internal links from Home, About

## Output Format

- **Structure** (single vs. hub)
- **Service** descriptions
- **CTA** placement
- **SEO** metadata

## Related Skills

- **landing-page-generator**: Service landing page; CTA to contact, quote, or booking
- **contact-page-generator**: Services CTA often goes to contact form
- **url-structure**: Service URL hierarchy (e.g. /services/web-development)
- **features-page-generator**: For SaaS; services for service businesses
- **pricing-page-generator**: Service pricing
- **customer-stories-page-generator**: Proof for services
- **title-tag, meta-description, page-metadata**: Services page metadata

---
name: products-page-generator
description: When the user wants to create, optimize, or audit a product listing or category page. Also use when the user mentions "product page," "product listing," "shop," "e-commerce products," "product catalog," "product grid," "product cards," or "product overview." For category SEO, use category-page-generator.
metadata:
  version: 1.0.1
---

# Pages: Products

Guides product listing and category page content for e-commerce. For individual product detail pages, structure varies by platform.

**When invoking**: On **first use**, if helpful, open with 1-2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Initial Assessment

**Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read it for product catalog and positioning.

Identify:
1. **Page type**: Category, collection, or product grid
2. **Products**: Count, filters, sorting
3. **Audience**: Browsers, researchers, buyers

## Best Practices

### Category/Listing Page

| Element | Purpose |
|---------|---------|
| **Category title** | Clear H1; target keyword |
| **Description** | SEO copy; benefits of category |
| **Filters** | Price, size, brand, etc. |
| **Product cards** | Image, name, price, CTA |
| **Pagination** | Crawlable; rel prev/next |

### Product Card

- **Image**: Alt text; multiple angles
- **Name**: Descriptive; keyword
- **Price**: Clear; sale/compare-at
- **CTA**: Add to cart, view details

### SEO

- **Category pages**: Unique titles, descriptions
- **Schema**: ItemList, Product
- **Internal links**: Cross-category; breadcrumbs

## Output Format

- **Structure** for listing page
- **Product card** elements
- **Filter/sort** approach
- **SEO** metadata and schema

## Related Skills

- **card**: Card layout structure; product card anatomy, grid design
- **grid**: Product grid layout; responsive columns
- **landing-page-generator**: Product-focused landing pages send to products; product launch LP destination
- **pricing-page-generator**: Product cards link to pricing
- **url-slug-generator**: URL slug for product pages; 3-5 words, primary keyword
- **url-structure**: Product URL hierarchy (e.g. /products/category/product)
- **features-page-generator**: For SaaS feature pages
- **schema-markup**: Product, ItemList schema
- **internal-links**: Category linking
- **breadcrumb-generator**: Breadcrumb trail for product hierarchy

---
name: pricing-page-generator
description: When the user wants to create, optimize, or audit pricing page content and structure. Also use when the user mentions "pricing page," "pricing table," "plans," "subscription," "pricing plans," "pricing tiers," "pricing comparison," "SaaS pricing," "enterprise pricing," "API pricing," "contact sales," "pricing in nav," "public pricing," "hide pricing," or "pricing objection handling." For pricing strategy, use pricing-strategy.
metadata:
  version: 1.2.1
---

# Pages: Pricing

Guides pricing page content, structure, and conversion optimization. Covers self-serve plans, enterprise/contact sales, API/usage-based pricing, and special programs (startups, education).

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Initial Assessment

**Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read it for product, audience, and pricing strategy.

Identify:
1. **Pricing model**: Subscription, one-time, usage-based, freemium, hybrid
2. **Plans**: Number of tiers, differentiation; enterprise vs self-serve
3. **Primary goal**: Sign up, contact sales, trial
4. **Objections**: Price sensitivity, "which plan?" confusion
5. **Special programs**: Startups, education, nonprofit (link or embed)
6. **Visibility**: Public page vs contact-sales-only; marketing site vs in-app

## Pricing Visibility & Placement

### Public vs Hidden Pricing

| Show public pricing | Hide (contact sales only) |
|--------------------|---------------------------|
| Self-serve / SMB; standard tiers | Enterprise; highly customized |
| Competitive market; transparency differentiates | Premium positioning; consultative sales |
| Simple pricing model | New category; value exceeds cost in prospect's mind |
| 86% of B2B buyers want transparency; hidden pricing is a top deterrent | Custom deployments, SLA, volume; fixed price misleading |

**Middle ground**: "Starting from," price ranges, or calculator—clarity without rigid commitment.

### Where Pricing Lives

| Location | Audience | Purpose |
|----------|----------|---------|
| **Marketing site** | Unlogged visitors | Acquisition; standalone /pricing page; main nav or footer |
| **In-app / Dashboard** | Logged-in users | Subscription management; Settings → Billing/Subscription in sidebar; upgrade/downgrade, payment |

**Marketing site** = conversion; **In-app billing** = retention and plan management. Not all sites need public pricing in nav—enterprise-only products may use "Contact sales" as primary CTA.

## Pricing Models

| Model | Use |
|-------|-----|
| **Subscription** | Recurring; monthly/annual; most SaaS |
| **Freemium** | Free tier + paid; adoption then conversion |
| **Usage-based** | Pay per use; API calls, tokens, credits |
| **One-time** | Perpetual license; some tools |
| **Hybrid** | Base + usage; tiered + overage |

## Pricing Page Structure

| Section | Purpose |
|---------|---------|
| **Headline** | Value-focused; "Simple pricing" or benefit-led |
| **Pricing model selector** | Monthly/annual toggle; show annual savings (15–25%); usage-based calculator if applicable |
| **Plan comparison** | Clear table or cards; feature comparison; "Best for" per tier |
| **Enterprise / Contact sales** | Separate tier; "Contact us," "Custom pricing"; SLA, dedicated support; volume discount |
| **API / Usage pricing** | If API product: token/request pricing; tiers (Standard/Flex/Batch); overage; link to /api or docs |
| **Special programs** | Startups, education, nonprofit; link to startups-page or embed block |
| **FAQ** | Billing, cancellation, refunds, API limits, enterprise |
| **Social proof** | Testimonials, logos, "X companies trust us" |
| **CTA** | Per plan or unified "Get started"; "Contact sales" for enterprise |
| **Guarantee** | Money-back, free trial, no credit card |
| **Comparison** | Brief price vs alternatives; link to alternatives-page |

## Best Practices

### Plan Presentation

- **Tier design**: 2–4 tiers; avoid too many options; 3 tiers optimal (decoy effect)
- **Anchoring**: Lead with mid-tier or annual discount; anchor high to make mid-tier feel reasonable
- **Decoy effect**: Middle tier as "Goldilocks" choice; "Most popular" or "Best value" badge
- **Differentiation**: Clear "best for" per tier; value metric (seats, API calls, projects)
- **Feature clarity**: What's included; outcome-first ("Save 10 hours/week") over feature-first ("Advanced API"); avoid vague "Advanced features"
- **Price display**: Monthly vs annual; show savings explicitly
- **Comparison**: Help user choose (quiz, comparison table)

### Usage-Based & Credits

- **Consumption visibility**: Show credits/usage clearly; avoid "bill shock" from opaque consumption
- **Wording**: Avoid vague "Unlimited" if soft limits exist; use "Extended" or state limits explicitly

### Enterprise & API Pricing

| Scenario | Use |
|----------|-----|
| **Enterprise** | Separate tier; "Contact sales," "Custom pricing"; SLA, dedicated support, volume discount |
| **API / Usage-based** | Token/request pricing; tier (Standard/Flex/Batch); overage; link to api-page or docs |
| **Hybrid** | Base subscription + usage; show base + overage clearly |

### Conversion Psychology

- **Anchor high**: Present highest tier first; mid-tier feels more reasonable
- **Loss aversion**: Money-back, no CC trial, cancel anytime—reduce perceived risk
- **Transparency**: No hidden fees; 73% of users value transparent pricing
- **Trust signals**: Logo, testimonial, "X+ companies"; guarantee near CTA

### Objection Handling

- **Price**: ROI, cost per use, comparison to alternatives
- **Commitment**: Free trial, no CC, cancel anytime
- **Uncertainty**: Guarantee, case studies, support

### Promo & Discounts

- **Annual discount**: Highlight 15–25% for annual prepay
- **Promo placement**: Top banner or promo block on page; see **top-banner-generator**
- **Startups/Education**: Link to startups-page or education-program page; or "Special plans" block on pricing page. When discount applies at registration, registration flow is P0; pricing page is P1. See **education-program** for placement priority.

### SEO

- Title: "Pricing | [Product]" or "Plans & Pricing"
- Meta: Include price range or "Start free" if applicable
- Schema: Consider Product/Offer structured data

## Output Format

- **Visibility** (public page vs contact-sales-only; marketing nav vs in-app billing)
- **Headline** options
- **Pricing model** (Subscription/Usage-based/Hybrid)
- **Plan structure** (tiers, features, pricing display; include Enterprise, API if applicable)
- **Special programs** (Startups/Education link or block)
- **API/Usage** display (if applicable)
- **Anchoring** and **Decoy** approach
- **FAQ** topics and sample answers (billing, API limits, enterprise, refund)
- **CTA** copy per plan
- **Objection handling** copy
- **SEO** metadata

## Related Skills

- **pricing-strategy**: Base price structure, tier design, anchoring; pricing-page is execution
- **discount-marketing-strategy**: Promotional pricing, annual discount, seasonal campaigns
- **api-page-generator**: API pricing, usage-based limits; developer audience
- **education-program**: Student/education discount channel; placement (registration P0, pricing P1)
- **startups-page-generator**: Special plans; Startups/Education discount; link from pricing
- **services-page-generator**: Service tiers; contact sales; custom quote
- **alternatives-page-generator**: Price comparison; competitor comparison
- **landing-page-generator**: Click-through landing pages often send to pricing; LP CTA destination
- **homepage-generator**: Homepage links to pricing
- **website-structure**: Page priority; when pricing belongs in nav vs contact-sales-only
- **features-page-generator**: Features inform plan differentiation
- **top-banner-generator**: Promo banner; discount code display
- **schema-markup**: Product/Offer schema for pricing

---
name: press-coverage-page-generator
description: When the user wants to create a press coverage page, "As Seen In" section, or media mentions aggregation. Also use when the user mentions "press coverage," "media mentions," "as seen in," "as featured in," "in the news," "press mentions," "media coverage page," or "trusted by publications." For pitching journalists and press releases, use public-relations.
metadata:
  version: 1.1.0
---

# Pages: Press Coverage

Guides press coverage and media mentions aggregation—showcasing third-party coverage from authoritative sites to build trust. Optional page; when coverage is sparse, implement as a small "As Seen In" or "As Featured In" section on homepage or elsewhere. Distinct from **media-kit-page-generator** (assets for journalists). For conceptual overview and comparison table, see [reference.md](reference.md).

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Initial Assessment

**Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read for company story and key messages.

Identify:
1. **Coverage volume**: Few mentions vs substantial
2. **Format**: Full page vs section
3. **Sources**: Publications, podcasts, awards, industry lists

## Full Page vs Section

| Format | When to Use | Placement |
|--------|-------------|-----------|
| **Full page** | Substantial coverage (10+ mentions); journalists visit for expert contacts; "inbound PR" | /press, /news, /in-the-news |
| **Section** | Sparse coverage (1–10); quick credibility; logo strip or quote carousel | Homepage below hero; About page; footer |

**Rule**: Homepage section = logos only, minimal, below main CTA. Full page = headlines, links, dates, contact.

## Full Page Structure

| Element | Guideline |
|---------|-----------|
| **Coverage list** | Chronological or by publication; headline, outlet, date, link |
| **Separation** | Press coverage (third-party) vs press releases (company-authored); coverage carries more credibility |
| **Types** | News, podcasts, video features, awards, "Best X" lists |
| **Contact** | Media inquiries; link to media kit |
| **Dates** | Optional on evergreen content; omit to keep timeless |

## Section Structure ("As Seen In" / "As Featured In")

| Element | Guideline |
|---------|-----------|
| **Logos** | Publication logos; high-contrast, consistent size |
| **Placement** | Below hero/CTA; above fold or just below |
| **Quote** | Optional: one compelling snippet; extract from best coverage |
| **Link** | Optional: "See all coverage" → full page if exists |

**Avoid**: Clutter; too many logos; low-authority outlets that dilute trust.

## Content Types to Aggregate

| Type | Example |
|------|---------|
| **News articles** | Forbes, Bloomberg, TechCrunch, industry trade |
| **Podcasts** | Interview features, guest appearances |
| **Video** | TV segments, YouTube features |
| **Awards** | "Best X 2024," "Top 10 Startups" |
| **Reviews** | Product reviews, roundups |

## Trust Principles

- **Third-party > self-authored**: Media mentions beat press releases for credibility
- **Authority matters**: Forbes, Bloomberg > unknown blogs
- **Recency**: Recent coverage signals active business; update regularly

## Output Format

- **Format** (full page vs section) recommendation
- **Structure** (elements, order)
- **Copy** (headline, intro if full page)
- **Placement** (URL, page location)
- **SEO**: Index for "company name press" / "company name news"; or noindex if thin

## Related Skills

- **media-kit-page-generator**: Press assets for journalists; press coverage page can link to media kit; distinct purposes (coverage = social proof for visitors; media kit = assets for press)
- **homepage-generator**: "As Seen In" section often on homepage
- **about-page-generator**: Press quotes can appear on About
- **customer-stories-page-generator**: Social proof; different from press (customer success vs media coverage)
- **trust-badges-generator**: "Trusted by" logos; similar visual treatment
- **public-relations**: Press release creation; coverage is outcome of PR

FILE:reference.md
# Press Coverage Page — Reference

Aggregation of third-party media coverage for trust and social proof. Optional page; when coverage is sparse, use as a small "As Seen In" section. See **SKILL.md** in this folder for implementation.

## What It Is

A **press coverage page** (or "As Seen In" / "As Featured In" section) showcases mentions from authoritative sites—news articles, podcasts, awards, reviews—to build credibility. It aggregates **third-party coverage**, distinct from:

| Type | Purpose | Audience |
|------|---------|----------|
| **Press coverage** | Social proof; "look who covered us" | Visitors, buyers |
| **Media kit** | Assets for journalists (logos, bios, releases) | Journalists, bloggers |
| **Press releases** | Company-authored announcements | Journalists, SEO |

## Full Page vs Section

| Format | When | Placement |
|--------|------|-----------|
| **Full page** | 10+ mentions; journalists visit for expert contacts | /press, /news, /in-the-news |
| **Section** | 1–10 mentions; quick credibility | Homepage below hero; About; footer |

**Section design**: Logo strip only; minimal; below main CTA. Optional: one compelling quote; "See all coverage" link if full page exists.

## Best Practices

- **Third-party > self-authored**: Media mentions carry more credibility than press releases
- **Authority**: Forbes, Bloomberg, industry trade > unknown blogs
- **Separation**: On full page, separate "Press Coverage" (third-party) from "Press Releases" (company)
- **Recency**: Update regularly; stale coverage damages credibility
- **Dates**: Omit on evergreen content to keep timeless

## Related

- **media-kit-page-generator** — Press assets for journalists
- **skills-reference §2** — Page taxonomy, classification
- **public-relations** — Press release, media relations

---
name: migration-page-generator
description: When the user wants to create, optimize, or audit migration guides for users switching from competitors. Also use when the user mentions "migration guide," "migrate from X," "switch to [product]," "import from X," or "data migration." For rebrand and redirects, use rebranding-strategy.
metadata:
  version: 1.0.1
---

# Pages: Migration

Guides migration pages that help users switch from a competitor to your product. Reduces friction for switchers; often linked from alternatives pages. Common for SaaS, tools, and productivity apps.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Initial Assessment

**Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read it for product, migration capabilities, and source platforms.

Identify:
1. **Source**: Which competitor(s) to cover (Notion, Trello, etc.)
2. **Format**: Single hub vs. per-competitor pages (/migrate-from-notion)
3. **Migration type**: Manual import, automated tool, API
4. **Primary goal**: Sign up, start migration, reduce churn risk

## Page Structure

| Section | Purpose |
|---------|---------|
| **Headline** | "Migrate from [Competitor] to [Product] in Minutes" |
| **Why switch** | Brief; link to alternatives for full comparison |
| **What transfers** | Data, structure, attachments; what's supported |
| **Steps** | Numbered guide; screenshots or video |
| **Troubleshooting** | Common issues, support link |
| **CTA** | Start migration, try free, contact support |

## Best Practices

### Clarity

- **Explicit steps**: "1. Export from X. 2. Upload to [Product]. 3. Map fields."
- **Time estimate**: "Takes ~10 minutes for most workspaces"
- **Data scope**: What transfers; any limitations

### Trust

- **No competitor bashing**: Focus on your product's ease
- **Support**: Offer help; link to docs, chat, email
- **Success stories**: "10,000+ teams migrated from X"

### SEO

- **Intent**: Transactional; "migrate from X to Y"
- **Title**: "Migrate from [Competitor] to [Product] | Step-by-Step Guide"
- **Internal links**: Alternatives, features, pricing, docs

## Output Format

- **Headline** and intro
- **Step-by-step** migration guide
- **Data transfer** scope
- **Troubleshooting** section
- **Internal links**
- **SEO** metadata

## Related Skills

- **alternatives-page-generator**: Link to migration from alternatives
- **docs-page-generator**: Detailed migration docs
- **landing-page-generator**: Migration as conversion page
- **faq-page-generator**: Migration FAQ section