content-wireframe

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• SKILL.md

SKILL.md (first lines)

# Content Wireframe

Write every word a page needs — in order, with intent annotations — before
touching layout, color, or code. The wireframe is the blueprint; design follows.

## When to use

- New website or landing page where copy hasn't been written
- Redesign where the existing page was built design-outward and the words feel secondary
- Any project where the user is unhappy with the "feel" but can't articulate why (often a content problem, not a design problem)

## Inputs to gather

Before drafting, collect as much of the following as possible:

1. **Business context** — What does the company do? Who are the customers?
2. **Primary goal** — What is the single most important action a visitor should take?
3. **Brand voice** — Formal/casual? Technical/approachable? Any existing style guide?
4. **Existing copy** — Current site, marketing materials, internal docs
5. **Competitor pages** — Direct competitors' sites, their messaging, positioning, and gaps
6. **Data files** — Locations, pricing, FAQs, testimonials, team bios — anything structured
7. **Constraints** — Pre-launch? Pricing TBD? Missing photography? Legal requirements?

Sources: AGENTS.md, README.md, existing page files, data modules, brand guides,
and conversation context.

## Audience model

After gathering inputs, define the audience before writing a word. Produce a
short profile for each distinct audience segment the page must address:

- **Who they are** — Role, situation, level of awareness of the problem/product
- **What they already believe** — Assumptions, prior experiences, mental models
- **What objections they carry** — Reasons they might leave without acting
- **What language they use** — How they describe the problem in their own words

Reference the relevant audience segment in each section's intent annotation
(e.g., "This section targets first-time visitors who don't yet understand what
the product does"). If a section doesn't clearly serve at least one segment,
question whether it belongs.

## Voice calibration

Before drafting, establish the page's voice concretely — not just "casual" or
"professional," which mean different things to different people.

1. Write 3 sample sentences in the proposed voice, covering different tones the
   page will need (e.g., a hero headline, an explanatory paragraph, an FAQ
   answer).
2. Present these to the user for confirmation. Adjust until the voice feels
   right.
3. Write all copy in the calibrated voice. If voice drifts between sections,
   catch it in review.

## Competitive messaging analysis

If competitor pages are available (from inputs or by crawling), analyze them
before drafting:

1. Note each competitor's headline, value proposition, and primary CTA
2. Identify messaging patterns — what claims do they all make?
3. Find gaps — what do competitors fail to say, underemphasize, or get wrong?
4. Use this to sharpen the wireframe's positioning — lean into the gaps

Summarize findings in a short "Competitive landscape" section at the top of the
wireframe document, before the page sections begin. This gives the user context
for why certain messaging choices were made.

## Output format

Produce a single markdown file (e.g., `HOMEPAGE-WIREFRAME.md`) that reads top to
bottom like a visitor scrolling the page.

### Section template

Every section must have an intent annotation and real copy. The structure below
each intent adapts to the content type — not every section is headline + paragraph.

```markdown
## [N]. [Section Name]

> **Intent:** What is this section's job? What should the visitor understand,
> feel, or do after reading it? Which audience segment does this serve?
>
> **Density:** [Light | Medium | Dense] — see guidance below

### Headline

[The actual headline words]

### Copy

[The actual paragraphs, bullets, labels — real words, not lorem ipsum]

### CTA

[Exact button/link text] → [destination]

> **Open question:** [Any decision the user needs to make — phrasing alternatives,
> missing info, things to confirm with stakeholders]
>
> **Content note:** [Constraints, dependencies, or context that affects this section]
```

Omit sub-sections that don't apply (e.g., not every section has a CTA).

#### Variant structures

Not all sections fit the headline → copy → CTA mold. Use the appropriate
structure for the content:

- **Data sections** (pricing, specs, comparisons): Use tables or structured
  lists. Write column headers, row labels, and footnotes as real copy.
- **Multi-item sections** (features, team members, locations): Write the
  section-level headline and intro, then each item as a named entry with its
  own copy.
- **Media-anchored sections** (hero image, video, demo): Describe the media
  asset needed (subject, mood, what it should communicate) and write any
  overlay text, captions, or surrounding copy.

From jcottam/agent-resources, MIT.

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