icp-website-audit

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:
4. First Impression (1-10)
5. Messaging Relevance (1-10)
6. Trust & Credibility (1-10)
7. Clarity & Navigation (1-10)
8. Objection Handling (1-10)
9. Overall (1-10)
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):

1. Crawl the competitor's site — same pages as the client site
2. Run each persona through BOTH sites
3. Per-persona comparison:
4. Quick takes on each site
5. Dimension-by-dimension scoring for both
6. "If I had to choose today..." verdict
7. What the client should steal from the competitor
8. What the client does better
9. Cross-persona competitive summary:
10. Where the client wins across personas
11. Where the competitor wins across personas
12. At-risk segments (personas who lean toward competitor)
13. 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:
4. How many personas it affects (breadth)
5. How much it would change conversion likelihood (depth)
6. Whether competitors already do it better (urgency)
7. Estimated effort (feasibility)
8. 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. **[Recommenda