New: 98,000+ skills indexed from GitHub repos with 100+ stars · every skill safety-checkedBrowse top skillsTop skills
Esc to closeBrowse all skills
Submit a skillBrowse skills
Submit a skillBrowse skills

Agent skill

Icp Website Audit

by gooseworks-ai in gooseworks-ai/goose-skills

End-to-end website audit through ICP eyes. An agent skill from gooseworks-ai/goose-skills.

MITAuto-check passedMarketing & SEO

Install Icp Website Audit

skills CLI
$ npx skills add gooseworks-ai/goose-skills --skill icp-website-audit -a claude-code

Project install by default; add -g for ~/.claude/skills/.

GitHub CLI
$ gh skill install gooseworks-ai/goose-skills icp-website-audit --agent claude-code

Project scope by default; add --scope user for a personal install. Needs GitHub CLI 2.90.0 or later (public preview).

Manual copy
$ git clone --depth 1 https://github.com/gooseworks-ai/goose-skills.git skills-src && mkdir -p .claude/skills && cp -r skills-src/skills/lead-generation/composites/icp-website-audit .claude/skills/icp-website-audit && rm -rf skills-src

Use ~/.claude/skills/ instead of .claude/skills for a personal install. The folder must contain SKILL.md.

Claude Code skills documentation · loads skills from .claude/skills/

Facts

Skill name
icp-website-audit
GitHub stars
1.2k
Used in
1 other repo
Token cost
~2.8k tokens
SKILL.md length
686 words
Files
2
Skills in repo
273
Repo updated
First seen
Licence
MIT

At a glance

End-to-end website audit through ICP eyes. An agent skill from gooseworks-ai/goose-skills.

  • Works in 4 steps: Persona Setup → Website Scorecard Review → Competitive Head-to-Head → …
  • Marketing & SEO work in your project
  • SKILL.md covers Quick Start, Inputs, Step-by-Step Process and Output, plus 4 more sections
  • Instructions only: no scripts, shell commands, URLs or credentials in SKILL.md

What it does

Icp Website Audit is an agent skill from gooseworks-ai/goose-skills. End-to-end website audit through ICP eyes. Builds synthetic personas (if they don't already exist), runs a structured scorecard review of the client's site, then runs a head-to-head competitive comparison against top competitors. Produces a single consolidated report with persona feedback, competitive positioning, and prioritized recommendations. The complete "how do our buyers actually experience our site vs the competition?" workflow.

Its SKILL.md is about 2.8k tokens, which your agent loads only when the skill is triggered. The skill folder holds 1 other file (for example `skill.meta.json`).

It sits in Marketing & SEO. The repository describes itself as: Library of Growth & GTM skills + data APIs for Claude Code, Codex, Cursor to run ads, social, content, lead gen, seo and data scraping. The licence is MIT.

When your agent uses it

  • Marketing & SEO work in your project

Example prompts

  • “t already exist), runs a structured scorecard review of the client”
  • “how do our buyers actually experience our site vs the competition?”
  • “/icp-website-audit”

Workflow steps

4 steps, taken from the step headings in SKILL.md.

  1. Persona Setup
  2. Website Scorecard Review
  3. Competitive Head-to-Head
  4. Consolidated Report

What it can do on your machine

Read from SKILL.md and the folder at commit c650c6d. It shows what the files ask for, not the result of running them.

  • Tool permissions

    Pre-approves nothing: there is no allowed-tools line, so your agent's usual permission prompts apply.

    From allowed-tools in the SKILL.md frontmatter.

  • Runs code

    No scripts in the folder and no shell commands in SKILL.md (its code samples are markdown).

    From the folder's file list and the shell code blocks in SKILL.md.

  • Network

    No URLs in SKILL.md.

    From URLs in SKILL.md, links to its own repository left out.

  • Credentials

    Names no API keys, tokens, secrets or passwords.

    From names ending in _API_KEY, _TOKEN, _SECRET, _KEY or _PASSWORD in SKILL.md.

Context cost

Icp Website Audit loads about 2.8k tokens when it runs. Until then it costs about 115 tokens; SKILL.md has 686 words of instructions outside code blocks.

Always · name and description, kept in context so the agent knows when to use it
~115
When it runs · the whole SKILL.md, loaded when a task matches
~2.8k

Estimates: characters ÷ 4, the usual rule of thumb; real counts depend on the model's tokenizer. Scripts and assets cost tokens only if the agent reads them.

Safety

Auto-check passed

The automated check found no risky patterns in SKILL.md.

Automated static check — not a guarantee. Review scripts before installing. It scans the text of SKILL.md for risky patterns (piping downloads into a shell, reading credential files, hidden Unicode, destructive commands); files beside SKILL.md are not scanned.

SKILL.md

The full file from gooseworks-ai/goose-skills at commit c650c6d, republished under its MIT licence (© gooseworks-ai). 686 words, ~2,840 tokens.

Download SKILL.mdSave it as .claude/skills/icp-website-audit/SKILL.md (or your agent's skills folder). This skill also uses 1 other file; get the full folder from GitHub.
name
icp-website-audit
description
End-to-end website audit through ICP eyes. Builds synthetic personas (if they don't already exist), runs a structured scorecard review of the client's site, then runs a head-to-head competitive comparison against top competitors. Produces a single consolidated report with persona feedback, competitive positioning, and prioritized recommendations. The complete "how do our buyers actually experience our site vs the competition?" workflow.
tags
research

ICP Website Audit

The complete "how do buyers experience our site vs the competition?" workflow. Chains persona building, website evaluation, and competitive comparison into a single end-to-end audit.

Quick Start

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

With existing personas:

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

Inputs

InputRequiredSource
Company nameYesUser provides
Company URLYesUser provides
Competitor URLsYes (1-3)User provides, or discovered in Phase 1
Client context fileOptionalclients/<client>/context.md
Existing personasOptionalclients/<client>/personas/personas.json

Step-by-Step Process

Phase 1: Persona Setup

Check if personas already exist:

clients/<client>/personas/personas.json

If personas exist: Load them, confirm they look current, and list them for the user. Skip to Phase 2.

If no personas exist: Run buyer-persona-generator:

  1. Research the company — what they sell, who they serve, pricing model, stage
  2. Identify 4-6 ICP segments from website, case studies, reviews, job postings
  3. Build detailed synthetic personas with full profiles
  4. Save to clients/<client>/personas/

Output from this phase:

  • clients/<client>/personas/personas.json (machine-readable)
  • clients/<client>/personas/personas.md (human-readable)
  • clients/<client>/personas/segments.md (summary table)
Phase 2: Website Scorecard Review

Run icp-website-audit in scorecard mode against the client's own site.

  1. Crawl the client's site — homepage, pricing, product, solutions, about, case studies, blog, docs
  2. Check external presence — search results, review sites, social proof
  3. Run each persona through the site, scoring on:
    • First Impression (1-10)
    • Messaging Relevance (1-10)
    • Trust & Credibility (1-10)
    • Clarity & Navigation (1-10)
    • Objection Handling (1-10)
    • Overall (1-10)
  4. Cross-persona synthesis — consensus issues, segment-specific gaps, messaging disconnects

Output from this phase:

  • Per-persona scored reviews
  • Cross-persona analysis
  • Initial recommendations
Phase 3: Competitive Head-to-Head

Run icp-website-audit in head-to-head mode against each competitor.

For each competitor (1-3):

  1. Crawl the competitor's site — same pages as the client site
  2. Run each persona through BOTH sites
  3. Per-persona comparison:
    • Quick takes on each site
    • Dimension-by-dimension scoring for both
    • "If I had to choose today..." verdict
    • What the client should steal from the competitor
    • What the client does better
  4. Cross-persona competitive summary:
    • Where the client wins across personas
    • Where the competitor wins across personas
    • At-risk segments (personas who lean toward competitor)
    • Priority competitive moves

Output from this phase:

  • Per-competitor, per-persona head-to-head reviews
  • Competitive positioning map
  • At-risk segments identified
Phase 4: Consolidated Report

Merge all findings into a single audit report. This is the deliverable.

Synthesis work:

  1. Combine scorecard + competitive findings — scorecard shows absolute quality, head-to-head shows relative positioning. Both perspectives matter.
  2. Identify the "so what" — what are the 3-5 moves that would make the biggest difference?
  3. Rank recommendations by:
    • How many personas it affects (breadth)
    • How much it would change conversion likelihood (depth)
    • Whether competitors already do it better (urgency)
    • Estimated effort (feasibility)
  4. Flag at-risk segments — ICPs where competitors are winning. These need immediate attention.
Show full SKILL.md (253 more words)Show less

Output

Save to the current working directory as icp-website-audit.md (or user-specified path).

Also save the sub-reports to the current working directory:

  • personas/ (persona assets, reusable)
  • icp-reviews/<date>-scorecard.md (site review)
  • icp-reviews/<date>-head-to-head-<competitor>.md (per competitor)
Consolidated Report Template
markdown
# 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`

Parallelization

Some phases can run in parallel to save time:

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)

If personas already exist, the whole workflow is just:

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

Tips

  • Start with 1-2 competitors, not 5. Each competitor adds a full head-to-head evaluation pass. Start focused, add more if needed.
  • The at-risk segments are the most actionable finding. If a persona consistently prefers a competitor, that's an ICP segment you're actively losing deals in. That should drive urgency.
  • Reuse this quarterly. Run personas once, then re-run the audit after site changes or quarterly to track improvement. Compare scores across dates.
  • Combine with SEO content audit for the full picture. ICP audit tells you "does the messaging work for buyers?" SEO audit tells you "are buyers finding you in the first place?" Together they cover the full funnel.
  • This makes a great client deliverable. The consolidated report is structured for sharing. Use content-asset-creator to make it into a polished HTML report.
  • Don't skip the competitive analysis. The scorecard alone is useful, but the head-to-head is where the real insights are. Buyers always compare — your audit should too.

Dependencies

  • Skills: buyer-persona-generator, icp-website-audit
  • Web search capability (for research, external presence checks)
  • Web fetch capability (for reading website pages)
  • No API keys or paid tools required

Cost

Free — no paid APIs. All research and evaluation is done via web search and web fetch.

© gooseworks-ai, MIT. Rendered from Markdown: HTML in the file is shown as text, images as links, and headings moved down two levels. Raw file

Files

SKILL.md and 1 other file in skills/lead-generation/composites/icp-website-audit of gooseworks-ai/goose-skills.

  • SKILL.md
  • skill.meta.json

Open the folder on GitHubat commit c650c6d

Used in 1 other repository

We found 1 copy of this SKILL.md (exact, near-identical or edited) in other folders, from 1 other GitHub owner. This page covers the copy in gooseworks-ai/goose-skills, which our catalogue first saw on October 7, 2026.

Compare with similar skills

Icp Website Audit next to the 5 skills that share the most tags, products or categories with it. Stars are the repository's; “used in” counts other GitHub owners with a copy.

Icp Website Audit compared with similar skills
SkillStarsUsed inTokensAuto-checkLicenceRepo updated
Icp Website Audit this skillgooseworks-ai/goose-skills1.2k1 repos~2.8kAutomated safety check: PassMIT
Geo Fundamentalswasp-lang/wasp19k9 repos~861Automated safety check: PassMIT
Ab Testingcoreyhaines31/marketingskills54k3 repos~3.1kAutomated safety check: PassMIT
Hreflang and International SEOAgriciDaniel/claude-seo19k5 repos~3.4kAutomated safety check: PassMIT
Referralscoreyhaines31/marketingskills54k2 repos~2.6kAutomated safety check: PassMIT
SEO GeoReScienceLab/opc-skills1.8k4 repos~2.1kAutomated safety check: PassApache-2.0

Similar skills

  • Geo Fundamentals

    wasp-lang/wasp

    Generative Engine Optimization for AI search engines (ChatGPT, Claude, Perplexity).

    19k GitHub starsUsed in 9 repos~861 tokens
    Marketing & SEOAuto-check passed

  • Ab Testing

    coreyhaines31/marketingskills

    When the user wants to plan, design, or implement an A/B test or experiment, or build a growth experimentation program.

    54k GitHub starsUsed in 3 repos~3.1k tokens
    Marketing & SEOAuto-check passed

  • Hreflang and International SEO

    AgriciDaniel/claude-seo

    Audits, validates and generates hreflang tags for multi-language and multi-region sites in HTML, HTTP headers or XML sitemaps, flagging common code and return-tag mistakes.

    19k GitHub starsUsed in 5 repos~3.4k tokens
    Marketing & SEOAuto-check passed

  • Referrals

    coreyhaines31/marketingskills

    When the user wants to create, optimize, or analyze a referral program, affiliate program, or word-of-mouth strategy.

    54k GitHub starsUsed in 2 repos~2.6k tokens
    Marketing & SEOAuto-check passed

  • SEO Geo

    ReScienceLab/opc-skills

    SEO & GEO (Generative Engine Optimization) for websites. An agent skill from ReScienceLab/opc-skills.

    1.8k GitHub starsUsed in 4 repos~2.1k tokens
    Marketing & SEOAuto-check passed

  • Ad Creative

    LeoYeAI/openclaw-marketing-skills

    When the user wants to generate, iterate, or scale ad creative — headlines, descriptions, primary text, or full ad variations — for any paid advertising platform.

    1k GitHub starsUsed in 8 repos~3.4k tokens
    Marketing & SEOAuto-check passed

More from gooseworks-ai/goose-skills

All 273 skills in this repo

  • Reddit Post Finder

    gooseworks-ai/goose-skills

    Scrape and search Reddit posts using Apify. An agent skill from gooseworks-ai/goose-skills.

    1.2k GitHub starsUsed in 1 repo~1.2k tokens
    Auto-check passed

  • Create Image Fal

    gooseworks-ai/goose-skills

    Generate or edit an image via any FAL image model (nano-banana edit, gpt-image, flux, ...), ROUTED THROUGH THE fal-proxy so it bills the Ads agent.

    1.2k GitHub stars~1.3k tokensUpdated yesterday
    Auto-check passed

  • Render Hook Replacement

    gooseworks-ai/goose-skills

    Replace an existing video's opening with a supplied clip or free kinetic text hook while retaining and verifying every original body frame, audio, captions and ending.

    1.2k GitHub stars~2.3k tokensUpdated yesterday
    Auto-check passed

  • Blog Feed Monitor

    gooseworks-ai/goose-skills

    Scrape blog posts via RSS feeds (free, no API key) with Apify fallback for JS-heavy sites.

    1.2k GitHub starsUsed in 1 repo~578 tokens
    Auto-check passed

  • Competitor Post Engagers

    gooseworks-ai/goose-skills

    Find leads by scraping engagers from a competitor's top LinkedIn posts.

    1.2k GitHub starsUsed in 1 repo~1.8k tokens
    Auto-check: notes

  • Render Chatgpt Chat

    gooseworks-ai/goose-skills

    Assemble a ChatGPT chat-reveal video ad from a thread + timeline JSON — one continuous Playwright recording of a ChatGPT mobile chat (user types with the iOS keyboard up → taps send → keyboard…

    1.2k GitHub stars~2.3k tokensUpdated yesterday
    Auto-check passed

Categories

Questions about Icp Website Audit

What does Icp Website Audit do?

End-to-end website audit through ICP eyes. An agent skill from gooseworks-ai/goose-skills. Icp Website Audit is an agent skill from gooseworks-ai/goose-skills. End-to-end website audit through ICP eyes.

When should I use Icp Website Audit?

Icp Website Audit fits situations like: marketing & SEO work in your project.

How do I install Icp Website Audit in Claude Code?

Run `npx skills add gooseworks-ai/goose-skills --skill icp-website-audit -a claude-code`. Or copy the skill folder (skills/lead-generation/composites/icp-website-audit in gooseworks-ai/goose-skills) into .claude/skills/icp-website-audit in your project. Claude Code loads it when a task matches its description.

How do I install Icp Website Audit in Codex?

Run `npx skills add gooseworks-ai/goose-skills --skill icp-website-audit -a codex`. Or copy the skill folder (skills/lead-generation/composites/icp-website-audit in gooseworks-ai/goose-skills) into .agents/skills/icp-website-audit in your project. Codex loads it when a task matches its description.

Can I use Icp Website Audit in Cursor, Gemini CLI or GitHub Copilot?

Cursor, Gemini CLI, GitHub Copilot and OpenCode also load SKILL.md folders. With the skills CLI, run `npx skills add gooseworks-ai/goose-skills --skill icp-website-audit -a cursor` (or -a gemini-cli, github-copilot or opencode for the others). To copy it by hand, put the folder in .cursor/skills/icp-website-audit, .gemini/skills/icp-website-audit, .github/skills/icp-website-audit and .opencode/skills/icp-website-audit in your project.

What does Icp Website Audit need to run?

SKILL.md names no scripts, command-line tools or credentials: Icp Website Audit is instructions for the agent only.

Does Icp Website Audit access the network?

SKILL.md contains no URLs. Any network use would come from the scripts or tools the agent runs. This is read from the text; nothing was executed.

Is Icp Website Audit safe to install?

Our automated static check of SKILL.md found no risky patterns, such as piping downloads into a shell, reading credential files or hidden Unicode. It is not a guarantee. Review the folder before installing.

What licence does Icp Website Audit use?

Icp Website Audit is published under the MIT licence (the repository's licence). It allows redistribution, so the full SKILL.md is shown on this page.

How many tokens does Icp Website Audit use?

About 2.8k tokens (SKILL.md is roughly 11k characters). Agents keep only the skill's name and description in context until a task matches; then they load SKILL.md in full.

What are the alternatives to Icp Website Audit?

Skills that share tags, products or a category with Icp Website Audit: Geo Fundamentals (wasp-lang/wasp, 19k stars), Ab Testing (coreyhaines31/marketingskills, 54k stars), Hreflang and International SEO (AgriciDaniel/claude-seo, 19k stars) and Referrals (coreyhaines31/marketingskills, 54k stars). The comparison table on this page puts their stars, adoption, token cost, safety result and licence side by side.

Who maintains Icp Website Audit?

gooseworks-ai (a GitHub organization) maintains it in gooseworks-ai/goose-skills, which has 1,240 GitHub stars. The repository holds 273 skills in this directory. The repository was last updated on October 8, 2026.

Source: gooseworks-ai/goose-skills on GitHub. Facts on this page come from the repository at the commit we read; the author's words are quoted as theirs.