Artifact Templates — grow-website skill

Artifact Templates — grow-website

Skeletons this metaskill creates in the user's docs/ folder. Extend-only artifacts are governed by the section headings named in each phase; the three below (MARKETING.md, WEBSITE.md, EXPERIMENTS.md) are the ones grow-website most often authors from scratch, so their full skeletons are copied here. Read before writing, create only if missing, and preserve any sections another journey already wrote.

Tracker: docs/GROW-WEBSITE-PLAN.md

# Grow a Website Plan

## Context
Intake answers, date started, project specifics.

## Phase Status
| Phase | Skill | Status | Artifact | Date |
|---|---|---|---|---|
| 1. Discover why visitors leave | cro-methodology | pending | WEBSITE.md, METRICS.md, EXPERIMENTS.md | |
| 2. Capture the not-ready 97% | scorecard-marketing | pending | WEBSITE.md, MARKETING.md | |
| 3. Clarify the message | storybrand-messaging | pending | POSITIONING.md | |
| 4. Make the message stick | made-to-stick | pending | POSITIONING.md, WEBSITE.md | |
| 5. Add proof and triggers | influence-psychology | pending | WEBSITE.md | |
| 6. Rebuild the offer | hundred-million-offers | pending | OFFER.md, EXPERIMENTS.md | |
| 7. Engineer shareability | contagious | pending | MARKETING.md, WEBSITE.md | |
| 8. Connect the lifecycle | one-page-marketing | pending | MARKETING.md, METRICS.md | |
Statuses: pending · in-progress · awaiting-evidence · done · deferred: <reason> · skipped: <reason>

## Key Decisions
| Date | Phase | Decision | Rationale |
|---|---|---|---|

## Next Actions
- [ ] action (owner, due)

docs/WEBSITE.md

# Website

## Sitemap

## Page Briefs
### / (home)
- Purpose & primary conversion action:
- Message (from POSITIONING.md):
- CTA (direct + transitional):
- Copy blocks:

## Conversion Elements
| Objection (Big 5) | Counter | Placement | Status |
|---|---|---|---|

## Audit Findings
| Issue | Severity (0-4) | Fix | Status |
|---|---|---|---|

## Lead Capture
Scorecard/quiz funnel design.

docs/EXPERIMENTS.md

# Experiments

## Experiment Cards
### EXP-001 — [name]
- Hypothesis: We believe [outcome] if [who] [does what] because [reason]
- Type: sprint / smoke test / concierge / painted door / A-B
- Primary metric & threshold (pre-committed):
- Guardrail metric:
- Decision rule (pivot / persevere / iterate):
- Result & verdict:

## Experiment Backlog
| Idea | ICE (impact/confidence/ease) | Status |
|---|---|---|

docs/MARKETING.md

# Marketing

## Target Market & Avatar
PVP niche choice · one-paragraph avatar.

## Before / During / After Grid
| Phase | Square | Current state | Plan |
|---|---|---|---|

## Channels
| Channel | Approach | Owner | Status |
|---|---|---|---|

## Word-of-Mouth (STEPPS)
| Lever | Idea | Status |
|---|---|---|

## Outbound Process
Roles, sequences, qualification, handoff.

## Referral & Invite Mechanics

## Nurture Sequences