Icp Website Audit Agent Skill

Run an ICP website audit for [company]. Site: [url]. Compare against [competitor 1] and [competitor 2].

Run an ICP website audit for [client]. Personas already exist. Compare against [competitor urls].

clients/<client>/personas/personas.json

# ICP Website Audit: [Company Name]

**Date:** [Date]
**Website:** [url]
**Competitors:** [competitor 1], [competitor 2], [competitor 3]
**Personas used:** [N] (from `clients/<client>/personas/`)

---

## Executive Summary

[5-7 sentences. How do buyers actually experience this site? What's working, what's
broken, where are competitors winning? Top 3 things to fix and why.]

### Scorecard Overview

**Average score across personas: [X/10]**

| Persona | Segment | Own Site Score | Would Convert? |
|---------|---------|:-:|:-:|
| [Name] | [Segment] | [X/10] | [Yes/Maybe/No] |
| ... | ... | ... | ... |

### Competitive Overview

| Persona | Own Site | [Comp 1] | [Comp 2] | Pick |
|---------|:-------:|:--------:|:--------:|:----:|
| [Name] | [X/10] | [X/10] | [X/10] | [Winner] |
| ... | ... | ... | ... | ... |

**Personas at risk:** [Names of personas who preferred a competitor — these represent ICP segments you may be losing]

---

## Part 1: ICP Segments & Personas

### Segments Identified

| # | Segment | Description | Priority |
|---|---------|-------------|----------|
| 1 | [Name] | [One line] | Primary |
| 2 | [Name] | [One line] | Primary |
| 3 | [Name] | [One line] | Secondary |
| ... | | | |

### Persona Summaries

[2-3 sentence summary of each persona — who they are, what they care about, how they evaluate. Link to full profiles in `personas/personas.md`.]

---

## Part 2: Website Scorecard

### Score Matrix

| Dimension | [P1] | [P2] | [P3] | [P4] | [P5] | Avg |
|-----------|:----:|:----:|:----:|:----:|:----:|:---:|
| First Impression | | | | | | |
| Messaging Relevance | | | | | | |
| Trust & Credibility | | | | | | |
| Clarity & Navigation | | | | | | |
| Objection Handling | | | | | | |
| **Overall** | | | | | | |

### Persona-by-Persona Highlights

For each persona, include:
- **[Persona Name]** ([Score]/10) — [One sentence summary]. Liked: [key positive]. Frustrated by: [key negative]. Blocker: [#1 thing stopping conversion].

### Cross-Persona Findings

#### Consensus Issues (All Personas)
1. [Issue] — [Why it matters]
2. ...

#### Segment-Specific Gaps
| Gap | Personas Affected | Impact |
|-----|------------------|--------|
| [Gap] | [Names] | [H/M/L] |

#### Messaging Disconnects
| Site says | Buyers say | Personas |
|-----------|-----------|----------|
| "[quote]" | "[quote]" | [Names] |

---

## Part 3: Competitive Analysis

### vs [Competitor 1]

**Overall: [Company wins / Competitor wins / Split]**

| Dimension | [Company] | [Competitor] | Winner |
|-----------|:---------:|:------------:|:------:|
| First Impression | [avg] | [avg] | |
| Messaging | [avg] | [avg] | |
| Trust | [avg] | [avg] | |
| Clarity | [avg] | [avg] | |
| Objections | [avg] | [avg] | |
| **Overall** | **[avg]** | **[avg]** | |

**Where competitor wins:**
- [Specific advantage, which personas care]

**Where we win:**
- [Specific advantage, which personas care]

**Personas who'd choose competitor:** [Names — these are at-risk segments]

---

### vs [Competitor 2]
[Same structure]

---

### Competitive Position Map

| Persona | Best Experience | Worst Experience | Notes |
|---------|:-:|:-:|---|
| [P1] | [Company/Comp] | [Company/Comp] | [Why] |
| [P2] | ... | ... | ... |

### At-Risk Segments

[Personas who preferred competitors. For each: which competitor, why, and what it would take to win them back.]

### Competitive Advantages to Amplify

[Things the company does better than ALL competitors — lean into these.]

### Gaps to Close

[Things competitors do better across most personas — neutralize these.]

---

## Part 4: Prioritized Recommendations

### Tier 1: High Impact, Do Now

These affect the most personas and/or address competitive gaps.

1. **[Recommendation]**
   - **Why:** [Evidence from scorecard + competitive analysis]
   - **Personas affected:** [Names]
   - **Competitive context:** [Do competitors already do this better?]
   - **Expected impact:** [What changes — conversion, trust, clarity]
   - **Effort:** [Low/Med/High]

2. **[Recommendation]**
   ...

### Tier 2: Medium Impact, Plan For

3. **[Recommendation]**
   ...

### Tier 3: Segment-Specific Optimizations

These improve experience for specific ICP segments.

5. **[Recommendation]** — For [persona/segment]
   ...

### Quick Wins

- [Small change] → Benefits [persona]
- [Small change] → Benefits [persona]

---

## Appendix

### A. Full Persona Profiles
→ `clients/<client>/personas/personas.md`

### B. Detailed Scorecard Review
→ `clients/<client>/icp-reviews/<date>-scorecard.md`

### C. Detailed Competitive Reviews
→ `clients/<client>/icp-reviews/<date>-head-to-head-<competitor>.md`

### D. Persona Data (JSON)
→ `clients/<client>/personas/personas.json`

Phase 1: Build personas (if needed)
    ↓
Phase 2 + Phase 3 can partially overlap:
  - Crawl all sites (client + competitors) at once
  - Run scorecard first (client site only)
  - Then run head-to-heads (reuse client crawl data)
    ↓
Phase 4: Consolidate (needs all prior phases)

Crawl all sites → Scorecard → Head-to-heads → Consolidate