icp-website-audit
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.
- Installs
- 56
- Last 24h
- —
- Trending rank
- —
- Security
- Not audited
Install
Works with every agent the skills CLI supports.
npx skills add https://github.com/gooseworks-ai/goose-skills --skill icp-website-audit- 01
Install
Run the command in your project. The CLI asks which agents to install for.
- 02
Describe the task
Ask your agent for something this skill covers. It loads icp-website-audit automatically when relevant.
- 03
Review the result
The agent follows the SKILL.md steps, scripts and references bundled with the skill.
SKILL.md
The instructions your agent reads when the skill is triggered.
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
| Input | Required | Source |
|---|---|---|
| Company name | Yes | User provides |
| Company URL | Yes | User provides |
| Competitor URLs | Yes (1-3) | User provides, or discovered in Phase 1 |
| Client context file | Optional | clients/<client>/context.md |
| Existing personas | Optional | clients/<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:
- Research the company — what they sell, who they serve, pricing model, stage
- Identify 4-6 ICP segments from website, case studies, reviews, job postings
- Build detailed synthetic personas with full profiles
- 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.
- Crawl the client's site — homepage, pricing, product, solutions, about, case studies, blog, docs
- Check external presence — search results, review sites, social proof
- 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)
- 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):
- Crawl the competitor's site — same pages as the client site
- Run each persona through BOTH sites
- 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
- 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:
- Combine scorecard + competitive findings — scorecard shows absolute quality, head-to-head shows relative positioning. Both perspectives matter.
- Identify the "so what" — what are the 3-5 moves that would make the biggest difference?
- 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)
- Flag at-risk segments — ICPs where competitors are winning. These need immediate attention.
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
# 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-creatorto 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.
FAQ
What does the icp-website-audit skill do?
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.
How do I install icp-website-audit?
Run npx skills add https://github.com/gooseworks-ai/goose-skills --skill icp-website-audit in your project. The skills CLI detects the agents you use and copies the skill into the right folder. For Claude Code you can also place the skill folder at ~/.claude/skills/icp-website-audit/ (personal) or .claude/skills/icp-website-audit/ (project).
Which AI agents can use icp-website-audit?
Any agent that supports the open Agent Skills format (a folder with a SKILL.md file), including Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, Windsurf, Cline, OpenCode and more.
Is icp-website-audit safe to install?
No partner security audit is available yet. Skills can run commands and scripts, so read the SKILL.md and any bundled files before installing.
Who maintains icp-website-audit?
It is published by gooseworks-ai in gooseworks-ai/goose-skills. It has 56 recorded installs.
More from gooseworks-ai/goose-skills
restaurant-booking
gooseworks-ai/goose-skills
Book restaurant reservations via browser automation. Use when asked to make dinner reservations, book a table, or find availability at restaurants. Supports OpenTable, Resy, and direct restaurant booking sites.
send-sms-textbelt
gooseworks-ai/goose-skills
Open the skill to read its SKILL.md instructions.
linkedin-outreach
gooseworks-ai/goose-skills
Open the skill to read its SKILL.md instructions.
find-skill
gooseworks-ai/goose-skills
Find and install skills from the Orthogonal skill library. Use when you need capabilities you don't have, want to discover available skills, or need to add new tools to your agent.
linkedin-job-scraper
gooseworks-ai/goose-skills
Open the skill to read its SKILL.md instructions.
Popular security skills
azure-compliance
microsoft/azure-skills
Run Azure compliance and security audits with azqr plus Key Vault expiration checks. Covers best-practice assessment, resource review, policy/compliance validation, and security posture checks. WHEN: compliance scan, security audit, BEFORE running azqr (compliance cli tool), Azure best practices, Key Vault expiration check, expired certificates, expiring secrets, orphaned resources, compliance assessment.
minimal-run-and-audit
lllllllama/rigorpilot-skills
Rigor Run skill for README-first deep learning repo reproduction. Use when the task is specifically to capture or normalize evidence from the selected smoke test or documented inference or evaluation command and write standardized reprooutputs/ files, including patch notes when repository files changed. Do not use for training execution, initial repo intake, generic environment setup, paper lookup, target selection, hidden scientific-meaning changes, or end-to-end orchestration by itself.
seo-audit
coreyhaines31/marketingskills
When the user wants to audit, review, or diagnose SEO issues on their site. Also use when the user mentions "SEO audit," "technical SEO," "why am I not ranking," "SEO issues," "on-page SEO," "meta tags review," "SEO health check," "my traffic dropped," "lost rankings," "not showing up in Google," "site isn't ranking," "Google update hit me," "page speed," "core web vitals," "crawl errors," "indexing issues," "stuck on page 2," "striking distance keywords," "title tag rewrite," "low CTR," "local SEO," "Google Business Profile," or "map pack." Use this even if the user just says something vague like "my SEO is bad" or "help with SEO" — start with an audit. For building pages at scale to target keywords, see programmatic-seo. For adding structured data, see schema. For AI search optimization, see ai-seo.
firebase-security-rules-auditor
firebase/agent-skills
Audits Firebase (Firestore, Cloud Storage) security rules for vulnerabilities, privilege escalation, role bypasses, create vs update inconsistencies, resource exhaustion, type safety, size limits, and hasOnly ownership checks. Use when auditing/reviewing rules, running red-team rule assessments, or scoring against auditor checklists. Don't use for Firebase CLI (login, deploy), Auth, Crashlytics, Remote Config, or database queries.
audit
pbakaus/impeccable
Run technical quality checks across accessibility, performance, theming, responsive design, and anti-patterns. Generates a scored report with P0-P3 severity ratings and actionable plan. Use when the user wants an accessibility check, performance audit, or technical quality review.
competitors
coreyhaines31/marketingskills
When the user wants to create competitor comparison or alternative pages for SEO and buyer-facing use. Also use when the user mentions 'alternative page,' 'vs page,' 'competitor comparison,' 'comparison page,' '[Product] vs [Product],' '[Product] alternative,' 'competitive landing pages,' 'how do we compare to X,' 'competitor teardown,' 'audit our competitor pages,' 'are our comparison pages out of date,' or 'competitive asset audit.' Use this for any content that positions your product against competitors. Covers four formats: singular alternative, plural alternatives, you vs competitor, and competitor vs competitor. For auditing existing claims (not researching competitors from scratch, which is competitor-profiling; not technical SEO on these pages, which is seo-audit), use the asset audit here. For internal battle cards and sales-specific competitor docs, see sales-enablement.