web-audit

name	web-audit
description	CRO + competitive audit of any URL. Bulleted recommendations against web-audit-checklist heuristics. Reads business-brain.md for ICP context. Uses Firecrawl + Playwright. Read-only. Lands in reference/research/audits/<domain>-<date>.md.
when_to_use	["/web-audit","audit this page","cro audit","competitive audit","audit url"]

/web-audit — v0.2.0

CRO + competitive audit of any URL. Bulleted recommendations.

Inputs

• Required: URL
• Read on every run:
  • about-me/business-brain.md (for ICP context — audits should reflect THE USER's customer, not generic best practices)
  • templates/web-audit-checklist.md (the heuristics — user can edit)
  • projects/research/research-preferences.md (audit style: cro-only / brand-only / both)

Logic

1. Read input files
2. Fetch the URL via Firecrawl. If Firecrawl reports "blocked / login-walled," fall back to Playwright (with user approval — Playwright requires a browser session)
3. Walk the checklist section by section. For each item, return PASS / FAIL / N/A with a 1-sentence reason.
4. Group failures by severity (critical / important / minor)
5. Plan-then-approve: show user the plan ("I'll audit against [checklist sections X, Y, Z]. Output: bulleted recommendations grouped by severity. Land in reference/research/audits/-.md. OK?")
6. On user approval, write the audit
7. Append one-line entry to reference/research/_index.md
8. Append one-line entry to projects/research/memory.md

Output

• reference/research/audits/<domain>-<date>.md (the audit, structured as bulleted list)

Hard rules

• READ-ONLY on the web — never submit forms, never click destructive actions
• Playwright session NEVER persists credentials
• Plan-then-approve before any write
• Cite the URL accessed-on date in the output footer

Voice for the audit itself

Direct, actionable, scannable. Each recommendation is one bullet. No essays. The user wants to know what to fix and why, fast.

Self-improvement close (Foundation B)

After delivering the main output + Next Move block, ask:

"What would've made this 10% better?"

Accept a one-line answer. Then:

1. Append to projects/research/memory.md:

   <YYYY-MM-DD> | /web-audit | <answer verbatim>
   

2. Read memory.md and check if any pattern recurs 3+ times for /web-audit. Patterns matching by:

   • Substring overlap >= 60% with prior entries
   • Same keyword (e.g., "minor", "severity", "checklist", "Firecrawl", "hero", "CTA")

3. If recurrence detected:

   • Surface: "I've seen this 3+ times. Want me to update /web-audit itself?"
   • If yes → draft change to projects/research/skill-improvements.md in this format:

     | /web-audit | <pattern> | <first_seen_date> | <recurrence_count> | <suggested_change> | <reviewed: no> |
     

4. If no recurrence → silent. No noise.

Actionable close (Foundation C)

End every run with this exact block (the ⚡ NEXT MOVE: string is canonical — caps, leading lightning emoji, colon, space):

⚡ NEXT MOVE: <Subject> <Verb> <Timing>
   Why: <one-sentence reason — usually severity + expected lift>

The Next Move MUST be the SINGLE highest-leverage fix from the audit — not a list. Picking rule:

1. If any critical failures exist → pick the one with the highest CRO impact (usually a hero/CTA/proof issue)
2. If no critical, pick the important fix that touches the most pageviews (usually above-the-fold or primary CTA)
3. Never recommend "minor" items as the Next Move — they go in the audit body, not here

Common audit findings	Next Move pattern
Hero copy is generic / no clear value prop	"Rewrite the hero headline before — current copy doesn't name the ICP or the outcome."
Single CTA is buried / weak	"Move the primary CTA above the fold today — it's the highest-leverage 30-min fix on the page."
No social proof above the fold	"Add a 1-line proof bar (logos or stat) under the hero by end of week — biggest credibility gap."
Form has too many fields	"Cut form fields from to this week — drop everything not strictly required for the next step."

✅ "⚡ NEXT MOVE: Rewrite the hero headline on acme.com before Friday. Why: Current copy doesn't name the ICP or the outcome, costing the most pageviews of any single fix." ❌ "⚡ NEXT MOVE: Address the critical findings from the audit." (no specific fix, no timing — fails the rule)

Validation pattern

The block MUST match: ⚡ NEXT MOVE: .+ .+ .+\n Why: .+

If it doesn't match, the skill output is incomplete — regenerate.