website-positioninglisted

Work out a new site's POSITIONING before any SEO or content — what you offer, for whom, and the market category it sits in — using April Dunford's five-component framework, captured in POSITIONING.md and threaded through every page's title, description, H1 and schema. Owns the positioning spine; enforced by tests/positioning.spec.ts (a hermetic per-page string test, sibling to the tone test). Use FIRST on a new site (step 2 of the new-website pipeline), before website-content-guide, before page copy, and whenever the offer or audience shifts. Trigger phrases: "positioning", "value proposition", "what are we offering", "who is this for", "market category", "positioning statement", "Dunford", "frame the offer", "how do we describe ourselves".
karero/website-builder · ★ 4 · Web & Frontend · score 74

Install: claude install-skill karero/website-builder

# Website positioning Owns the **what you offer, for whom, and in what category** layer — the spine the whole site hangs off. It is worked out **first**, before SEO keywords and before a word of page copy: positioning decides what the copy is even trying to say. `website-content-guide` (voice + EEAT) and everything downstream **read** this; they do not redefine it. The five-component framework is **domain-agnostic** — it positions any kind of site (a SaaS product, a local service business, a consultancy, a personal portfolio, a nonprofit, an event, a community). Only the answers change, never the components; the tech-comparison example below is just the clearest case for the per-surface map form, not the expected subject matter. ## Outputs - **`POSITIONING.md`** (from `~/.claude/skills/new-website/templates/positioning.md`) — the five Dunford components, a one-paragraph positioning statement, reusable boilerplate, and the **per-page positioning spine** (one term per page). - The **`POSITIONING` map** in `tests/positioning.spec.ts` — the same spine, in code, that hard-enforces each page carries its term. ## How to use 1. **Pull insights first.** Run `customer-research` for the real ICP, jobs-to-be-done and voice-of-customer, and `competitor-alternatives` (or a quick scan) for what customers use today. Positioning is grounded in those facts, not invented. 2. **Fill the five components** in `POSITIONING.md` (the Dunford framework): 1. **Competitive alternati