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Agent skill

Icp Website Review

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

Evaluate a website, landing page, content, or any online asset through the eyes of pre-built synthetic ICP personas.

MITAuto-check passedFrontend & Design

Install Icp Website Review

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

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

GitHub CLI
$ gh skill install gooseworks-ai/goose-skills icp-website-review --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/capabilities/icp-website-review .claude/skills/icp-website-review && 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-review
GitHub stars
1.2k
Used in
1 other repo
Token cost
~3.6k tokens
SKILL.md length
1,195 words
Files
2
Skills in repo
273
Repo updated
First seen
Licence
MIT

At a glance

Evaluate a website, landing page, content, or any online asset through the eyes of pre-built synthetic ICP personas.

  • Works in 4 steps: Load Personas → Crawl Target Pages → Run Evaluations (Mode-Dependent) → …
  • Tasks that involve Landing pages
  • SKILL.md covers Prerequisites, Quick Start, Inputs and Modes, plus 5 more sections
  • Instructions only: no scripts, shell commands, URLs or credentials in SKILL.md

What it does

Icp Website Review is an agent skill from gooseworks-ai/goose-skills. Evaluate a website, landing page, content, or any online asset through the eyes of pre-built synthetic ICP personas. Loads personas from buyer-persona-generator output, then runs them against target URLs. Supports three modes: structured scorecard, freeform focus group, and head-to-head competitive comparison. Reusable — run against the same site after changes, or against new content anytime.

Its SKILL.md is about 3.6k 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 Frontend & Design, covering Landing pages. 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

  • Tasks that involve Landing pages

Example prompts

  • “/icp-website-review”

Workflow steps

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

  1. Load Personas
  2. Crawl Target Pages
  3. Run Evaluations (Mode-Dependent)
  4. Cross-Persona Synthesis

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 Review loads about 3.6k tokens when it runs. Until then it costs about 104 tokens; SKILL.md has 1,195 words of instructions outside code blocks.

Always · name and description, kept in context so the agent knows when to use it
~104
When it runs · the whole SKILL.md, loaded when a task matches
~3.6k

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). 1,195 words, ~3,603 tokens.

Download SKILL.mdSave it as .claude/skills/icp-website-review/SKILL.md (or your agent's skills folder). This skill also uses 1 other file; get the full folder from GitHub.
name
icp-website-review
description
Evaluate a website, landing page, content, or any online asset through the eyes of pre-built synthetic ICP personas. Loads personas from buyer-persona-generator output, then runs them against target URLs. Supports three modes: structured scorecard, freeform focus group, and head-to-head competitive comparison. Reusable — run against the same site after changes, or against new content anytime.
tags
research

ICP Website Review

Evaluate any online asset through the eyes of pre-built synthetic ICP personas. This is the evaluation engine — it loads personas created by buyer-persona-generator and runs them against whatever you point it at.

Prerequisites

Personas must exist at clients/<client>/personas/personas.json. If they don't, run buyer-persona-generator first.

Quick Start

Structured scorecard (default):

Review [company]'s website using their ICP personas. Site: [url].

Freeform focus group:

Run a focus group on [company]'s new landing page: [url]. Use focus-group mode.

Head-to-head competitive:

Compare [company]'s site ([url]) against [competitor] ([url]) through ICP personas.

Inputs

InputRequiredSource
PersonasYesclients/<client>/personas/personas.json
Target URL(s)YesUser provides
ModeNoscorecard (default), focus-group, or head-to-head
Competitor URL(s)For head-to-headUser provides
Specific pagesNoDefault: homepage + key pages discovered during crawl
ScopeNofull-site (default) or specific page URL for a single-page review

Modes

Mode 1: Structured Scorecard (Default)

Rigorous, dimension-by-dimension evaluation with numerical scores. Best for:

  • Pre-redesign audits
  • Conversion optimization
  • Tracking improvement over time (comparable scores across runs)
  • Stakeholder presentations (data-driven)
Mode 2: Freeform Focus Group

Each persona reacts naturally — stream of consciousness, emotional reactions, questions they'd have, things that confuse them. No rigid scoring. Best for:

  • Early-stage feedback on a draft or concept
  • Understanding emotional reactions and gut feelings
  • Surfacing unexpected issues the scorecard dimensions might miss
  • More natural, human-sounding feedback
Mode 3: Head-to-Head Competitive

Each persona evaluates your site AND a competitor's site, then picks a winner with reasoning. Best for:

  • Competitive positioning
  • Understanding why prospects choose competitors
  • Finding specific areas where competitors outperform you
  • Sales battlecard input

Process

Step 1: Load Personas

Read clients/<client>/personas/personas.json. Confirm:

  • Personas exist and are well-formed
  • List the personas that will be used (name, title, segment)
  • If the user wants to use only specific personas, filter accordingly
Step 2: Crawl Target Pages

Fetch the key pages each persona would realistically visit:

  1. Homepage (everyone starts here)
  2. Pricing page (if public)
  3. Product/features page (technical buyers)
  4. Solutions/use-cases page (business buyers)
  5. About page (trust/credibility check)
  6. Case studies or testimonials (social proof)
  7. Blog (1-2 recent posts, for content quality signal)
  8. Documentation or resources (if relevant for technical buyers)

Use WebFetch for each page. Extract main content, headlines, CTAs, and overall structure. Note what's present and what's missing.

Also check external presence:

  • Search results: WebSearch "[company name]" and "[company name] reviews"
  • Review sites: Quick G2/Capterra check
  • Social proof signals: Notable logos, press, trust badges

For head-to-head mode, crawl the same pages on the competitor site.

Step 3: Run Evaluations (Mode-Dependent)
Scorecard Mode

For each persona, evaluate on these dimensions:

A) First Impression (10 seconds)

  • What do they think this company does?
  • Is it clear this is for them?
  • Does the headline speak to their pain point?
  • Trust level at first glance?
  • Rating: 1-10

B) Messaging Relevance

  • Does the value proposition resonate with their specific pain?
  • Is the language familiar or alienating?
  • Do they see themselves in the messaging?
  • Are benefits framed in terms they care about?
  • Rating: 1-10

C) Trust & Credibility

  • Social proof relevant to them? (Same industry, size, role)
  • Claims backed by evidence?
  • Team/about page build confidence?
  • Any red flags?
  • Rating: 1-10

D) Clarity & Information Architecture

  • Can they find what they need quickly?
  • Is the product easy to understand?
  • Is pricing clear?
  • Are next steps obvious?
  • Rating: 1-10

E) Objection Handling

  • Does the site address their likely objections?
  • Comparison pages or differentiators available?
  • Enough depth for their decision process?
  • Rating: 1-10

F) Overall Verdict

  • Would they take the next step?
  • What's the #1 blocker?
  • Single most impactful improvement?
  • Overall score: 1-10
Focus Group Mode

For each persona, produce a natural, first-person reaction. No rigid structure — let the persona talk.

Prompt each persona with:

You are [persona name], [title] at [company type]. [Situation summary]. You just landed on this website. React naturally — what do you notice first? What confuses you? What excites you? What makes you skeptical? Would you keep exploring or bounce? If you stayed, where would you go next? What questions do you need answered before you'd take action?

Guidelines:

  • Write in first person as the persona
  • Let their personality and skepticism level come through
  • Include emotional reactions ("this immediately makes me nervous because...")
  • Reference specific things on the page ("the headline says X but I was looking for Y")
  • Note what they'd do next ("I'd probably Google '[competitor] vs [company]' after seeing this")
  • End with a gut-level verdict: interested, skeptical, confused, or gone

After all personas react, synthesize common themes and divergent opinions.

Show full SKILL.md (488 more words)Show less
Head-to-Head Mode

For each persona, evaluate BOTH sites, then compare.

Structure per persona:

  1. Quick take on Site A (3-5 bullet reactions)
  2. Quick take on Site B (3-5 bullet reactions)
  3. Dimension-by-dimension comparison:
DimensionSite ASite BWinner
First Impression[X/10][X/10][A/B/Tie]
Messaging Relevance[X/10][X/10][A/B/Tie]
Trust & Credibility[X/10][X/10][A/B/Tie]
Clarity & Navigation[X/10][X/10][A/B/Tie]
Objection Handling[X/10][X/10][A/B/Tie]
Overall[X/10][X/10][A/B/Tie]
  1. "If I had to choose today..." — Which site wins and why, in this persona's own words
  2. What Site A could steal from Site B — Specific things the competitor does better
  3. What Site A does better — Don't lose these advantages

After all personas, produce a cross-persona competitive summary:

  • Where does each site win across most personas?
  • Which persona segments lean toward the competitor? (These are at-risk segments)
  • What are the competitor's key advantages to neutralize?
  • What are your unique advantages to amplify?
Step 4: Cross-Persona Synthesis

Regardless of mode, always produce:

  1. Consensus issues — Flagged by ALL personas (urgent)
  2. Segment-specific gaps — Only certain personas noticed (targeted fixes)
  3. Messaging disconnects — Site language vs. buyer language
  4. Missing content — Pages, sections, or proof points personas wanted
  5. Strengths to preserve — Don't break what works
  6. Priority matrix — Ranked by impact (personas affected) and effort

Output

Save to clients/<client-name>/icp-reviews/<date>-<mode>.md

This path allows multiple reviews over time — tracking improvements, comparing before/after redesigns, or accumulating competitive intel.

Scorecard Output Template
markdown
# ICP Website Review: [Company Name]
**Date:** [Date] | **Mode:** Scorecard | **URL:** [website]
**Pages analyzed:** [N] | **Personas used:** [N]
**Personas from:** `clients/<client>/personas/personas.json` (created [date])

---

## Executive Summary

[3-5 sentences: overall assessment, biggest strengths, biggest gaps, top 3 recs]

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

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

---

## Persona Reviews

### [Persona Name]'s Review

**Arriving with:** [Their situation and buying trigger]

| Dimension | Score | Summary |
|-----------|:-----:|---------|
| First Impression | [X/10] | [One line] |
| Messaging Relevance | [X/10] | [One line] |
| Trust & Credibility | [X/10] | [One line] |
| Clarity & Navigation | [X/10] | [One line] |
| Objection Handling | [X/10] | [One line] |
| **Overall** | **[X/10]** | **[One line]** |

**Liked:**
- [Specific, with reference from the site]

**Frustrated by:**
- [Specific, with explanation of why THIS persona cares]

**Wished they could find:**
- [Missing content/info, why they need it]

**Verdict:** [Would they convert? #1 blocker?]

---

[Repeat for each persona]

---

## Cross-Persona Analysis

### Consensus Issues
1. [Issue] — [Why it matters]

### Segment-Specific Gaps
| Gap | Affected Personas | Impact |
|-----|------------------|--------|
| [Gap] | [Names] | [High/Med/Low] |

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

### Strengths to Preserve
- [What works]

---

## Prioritized Recommendations

### High Impact
1. **[Rec]** — Affects: [personas]. Current: [X]. Target: [Y].

### Medium Impact
2. **[Rec]**

### Quick Wins
- [Small changes]

---

## Score Matrix

| Dimension | [P1] | [P2] | [P3] | [P4] | Avg |
|-----------|:----:|:----:|:----:|:----:|:---:|
| First Impression | | | | | |
| Messaging | | | | | |
| Trust | | | | | |
| Clarity | | | | | |
| Objections | | | | | |
| **Overall** | | | | | |
Focus Group Output Template
markdown
# ICP Focus Group: [Company Name]
**Date:** [Date] | **Mode:** Focus Group | **URL:** [website]
**Personas used:** [N]

---

## Executive Summary

[What the group collectively thought — 3-5 sentences]

---

## Persona Reactions

### [Persona Name] — [Title]

> [First-person narrative reaction, 200-400 words. Natural voice, emotional, specific.]

**Gut verdict:** [One sentence — interested/skeptical/confused/gone]

---

[Repeat for each persona]

---

## Group Synthesis

### What everyone noticed
- [Theme]

### Where opinions split
| Topic | [P1] take | [P2] take |
|-------|-----------|-----------|

### Strongest reactions (positive)
- [What got the most enthusiasm, from whom]

### Strongest reactions (negative)
- [What got the most criticism, from whom]

### What nobody could answer
- [Questions the site left unanswered]

---

## Recommendations
[Prioritized, grouped by theme]
Head-to-Head Output Template
markdown
# Competitive Review: [Company] vs [Competitor]
**Date:** [Date] | **Mode:** Head-to-Head
**Site A:** [url] | **Site B:** [url]
**Personas used:** [N]

---

## Executive Summary

**Overall winner: [A/B/Split]**
[3-5 sentences on where each site wins and loses]

| Persona | Segment | Site A | Site B | Pick |
|---------|---------|:------:|:------:|:----:|
| [Name] | [Segment] | [X/10] | [X/10] | [A/B] |
| ... | ... | ... | ... | ... |

---

## Persona Comparisons

### [Persona Name]

**Site A quick take:** [3-5 bullets]
**Site B quick take:** [3-5 bullets]

| Dimension | A | B | Winner |
|-----------|:-:|:-:|:------:|
| ... | | | |

**"If I had to choose..."** [Persona's verdict in their own words]

**What A should steal from B:** [Specific]
**What A does better:** [Specific]

---

[Repeat for each persona]

---

## Competitive Summary

### Where [Company] wins across personas
- [Advantage, which personas care]

### Where [Competitor] wins across personas
- [Advantage, which personas care]

### At-risk segments
[Personas who lean toward competitor — these ICPs may be churning or not converting]

### Priority moves
1. **Neutralize:** [Competitor advantage to close the gap on]
2. **Amplify:** [Your advantage to lean into harder]
3. **Differentiate:** [Unique angle neither site owns yet]

Running Repeat Reviews

Since personas are saved separately, you can re-run this skill anytime:

Re-run the ICP website review for [client]. Use the existing personas.

Compare results across dates to track improvement:

Compare today's ICP review for [client] against the one from [date].

The dated output path (icp-reviews/<date>-<mode>.md) makes it easy to see the history of reviews and how scores change over time.

Tips

  • Don't be nice. Personas should be honest and critical. A persona that says "everything looks great" is useless.
  • Vary the voices. A CTO's review should read differently than a marketing manager's. Use different vocabulary, different focus, different emotional register.
  • Ground in specifics. Not "messaging is unclear" but "the headline 'Accelerate Your Workflow' doesn't tell me what this product does — I had to scroll to the third fold."
  • Check the competition. If personas mention alternatives, quickly check 1-2 competitor sites to see if they handle the same issues better.
  • External presence matters. What shows up when a persona Googles the company? Reviews? Press? That shapes trust before they even hit the site.
  • Focus group mode is underrated. The freeform reactions often surface things the scorecard misses — emotional reactions, unexpected confusion, things people wouldn't flag in a survey.
  • Head-to-head is the killer use case. Nothing clarifies your positioning gaps faster than seeing your site through a buyer's eyes right next to the competitor's.
  • This skill has no code script. It's agent-executed using WebSearch and WebFetch.

Dependencies

  • Pre-built personas (buyer-persona-generator output)
  • Web search capability (for external presence checks, competitor research)
  • Web fetch capability (for reading website pages)
  • No API keys or paid tools required

© 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/capabilities/icp-website-review 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 9, 2026.

Compare with similar skills

Icp Website Review 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 Review compared with similar skills
SkillStarsUsed inTokensAuto-checkLicenceRepo updated
Icp Website Review this skillgooseworks-ai/goose-skills1.2k1 repos~3.6kAutomated safety check: PassMIT
Website Taste Passtryproduck/produck-skills511—~2.4kAutomated safety check: PassApache-2.0
Landing Page Generatorbuildfastwithai/gen-ai-experiments785—~1.5kAutomated safety check: PassMIT
Bio Link DeployerAffitor/affiliate-skills701—~3kAutomated safety check: PassMIT
Replica LaunchJakeschincariol/replica-skill1.4k—~1kAutomated safety check: PassMIT
Ads Competitorszubair-trabzada/ai-ads-claude268—~4.9kAutomated safety check: PassMIT

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Categories

Questions about Icp Website Review

What does Icp Website Review do?

Evaluate a website, landing page, content, or any online asset through the eyes of pre-built synthetic ICP personas. Icp Website Review is an agent skill from gooseworks-ai/goose-skills. Evaluate a website, landing page, content, or any online asset through the eyes of pre-built synthetic ICP personas.

When should I use Icp Website Review?

Icp Website Review fits situations like: tasks that involve Landing pages.

How do I install Icp Website Review in Claude Code?

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

How do I install Icp Website Review in Codex?

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

Can I use Icp Website Review 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-review -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-review, .gemini/skills/icp-website-review, .github/skills/icp-website-review and .opencode/skills/icp-website-review in your project.

What does Icp Website Review need to run?

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

Does Icp Website Review 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 Review 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 Review use?

Icp Website Review 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 Review use?

About 3.6k tokens (SKILL.md is roughly 14k 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 Review?

Skills that share tags, products or a category with Icp Website Review: Website Taste Pass (tryproduck/produck-skills, 511 stars), Landing Page Generator (buildfastwithai/gen-ai-experiments, 785 stars), Bio Link Deployer (Affitor/affiliate-skills, 701 stars) and Replica Launch (Jakeschincariol/replica-skill, 1.4k stars). The comparison table on this page puts their stars, adoption, token cost, safety result and licence side by side.

Who maintains Icp Website Review?

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.