/icp-website-audit

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

| 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`:

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.

---

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