The agency project router — orchestrates the full client-project lifecycle BRIEF → CONCEPT → DESIGN → BUILD → QA → LAUNCH plus the post-launch MAINTAIN loop, and tells Claude which specialist skill to load at each phase. Use this skill whenever a client web project starts or advances — trigger on "new project", "neues Projekt", "website for a client", "Website für Kunde/Kunden", "Kundenprojekt starten", "start a client project", "we won a pitch", "relaunch for", "where does the project stand", "wo steht das Projekt", or any request to plan, kick off, continue, or maintain a client website, landing page, or web app — even if the user only describes the client and goal ("a website for a café in Cologne"). This skill routes, enforces phase gates, and keeps docs/project-state.md current; the actual design/build/QA work happens in the specialist skills it delegates to.
Choose and integrate the right CMS for a client website — decision tree (client editing needs, budget, hosting, stack) plus integration patterns for Payload, Sanity, Storyblok, Strapi, Decap, and headless WordPress, and a client-handover checklist. Use when the user asks "which CMS", "add a CMS", "the client wants to edit content themselves", "Kunde soll Inhalte selbst pflegen", "WordPress or something modern", "headless CMS", or when the BUILD phase reveals editable content requirements. Covers selection, modeling content from the design handoff, preview setup, and editor training. NOT for building the site's frontend (BUILD phase skills), NOT for content strategy or SEO content (seo-content), NOT for one-off static sites where nothing needs client editing — recommending "no CMS" is a valid outcome of this skill.
Use when the user wants to design, redesign, shape, critique, audit, polish, clarify, distill, harden, optimize, adapt, animate, colorize, extract, or otherwise improve a frontend interface. Covers websites, landing pages, dashboards, product UI, app shells, components, forms, settings, onboarding, and empty states. Handles UX review, visual hierarchy, information architecture, cognitive load, accessibility, performance, responsive behavior, theming, anti-patterns, typography, fonts, spacing, layout, alignment, color, motion, micro-interactions, UX copy, error states, edge cases, i18n, and reusable design systems or tokens. Also use for bland designs that need to become bolder or more delightful, loud designs that should become quieter, live browser iteration on UI elements, or ambitious visual effects that should feel technically extraordinary. Not for backend-only or non-UI tasks; GSAP/scroll animation implementation belongs to gsap-suite (motion-3d).
Generates advertising campaign concepts and creative routes. Use when the user asks for a "campaign for" / "Kampagne für" a product, "ad ideas", "campaign ideation", "creative concepts for ads", "hook ideas", or wants creative directions before production. Always delivers exactly 3 distinct campaign routes (working title, core claim, hook, visual idea, primary channel, persuasion framework) built on an audience-insight step and a framework toolbox (AIDA, PAS, JTBD, 4U, hook formulas). NOT for writing finished ad copy or headlines (use ad-copy), NOT for platform format specs or asset dimensions (use social-formats), NOT for landing page structure (use landingpage-cro).
Writes performance ad and landing page copy in German and English. Use when the user asks for "ad copy", "Werbetext", "headlines for", "CTA ideas", "A/B variants", "copy for the campaign", or needs finished text for Meta/Google/LinkedIn ads, landing pages, or banners. Provides headline systems (benefit, curiosity, social-proof, urgency), a funnel-stage CTA library (DE+EN), an A/B/C variant protocol with per-variant hypotheses, a tonality matrix, German-specific rules (Du/Sie, compound words, character lengths), and compliance guardrails. NOT for campaign ideation or creative routes (use ad-concepts), NOT for long-form content strategy, blog posts, or SEO articles (use seo-content skills).
Structures and audits landing pages for conversion — the bridge between design, SEO, and copy. Use when the user asks about "landing page structure", "CRO", "conversion optimization", "why isn't the page converting", "landingpage aufbauen", or needs a section-by-section page architecture, friction audit, message-match check, or A/B testing plan. Covers the conversion narrative sequence (hero → credibility → problem/solution → offer → proof → objections → risk reversal → CTA), DACH trust elements, mobile-first conversion rules, and a measurement plan. NOT for visual design systems, typography, or component styling (use design-foundation skills), NOT for SEO audits, rankings, or keyword research (use seo-marketing skills), NOT for writing the copy itself (use ad-copy).
Authoritative ad and content format specifications for Meta/Facebook, Instagram, TikTok, LinkedIn, and YouTube, plus a workflow for adapting one master creative into every placement a media plan requires. Use when the user wants to adapt for social, resize for all platforms, or asks about social media formats, Instagram format, TikTok ad specs, LinkedIn or YouTube ad dimensions, safe zones, aspect ratios, file size or video length limits, or says "export the campaign assets" or "Formate anpassen". This skill covers FORMATS and ADAPTATION (dimensions, crops, safe zones, export naming) — not ideation (see ad-concepts) and not copywriting (see ad-copy).
The go-live gate for websites, tuned for German/EU agencies — legal compliance (DSGVO/GDPR, Impressum, Cookie-Consent, BFSG accessibility) plus the technical launch checklist (SSL, redirects, 404, OG tags, sitemap, robots, forms, analytics). Use this skill before ANY website goes live or relaunches — trigger on "pre-launch", "go-live check", "launch checklist", "können wir live gehen", "ready to launch?", "vor dem Launch prüfen", "Website abnehmen", or when the agency-workflow LAUNCH phase runs. Legal items are hard blockers, not warnings. Not a general QA pass (use performance/accessibility/webapp-testing for that) — this is the final gate after QA.