52321c86bc
* feat: Skill Authoring Standard + Marketing Expansion plans
SKILL-AUTHORING-STANDARD.md — the DNA of every skill in this repo:
10 universal patterns codified from C-Suite innovations + Corey Haines' marketingskills patterns:
1. Context-First: check domain context, ask only for gaps
2. Practitioner Voice: expert persona, goal-oriented, not textbook
3. Multi-Mode Workflows: build from scratch / optimize existing / situation-specific
4. Related Skills Navigation: when to use, when NOT to, bidirectional
5. Reference Separation: SKILL.md lean (≤10KB), refs deep
6. Proactive Triggers: surface issues without being asked
7. Output Artifacts: request → specific deliverable mapping
8. Quality Loop: self-verify, confidence tagging
9. Communication Standard: bottom line first, structured output
10. Python Tools: stdlib-only, CLI-first, JSON output, sample data
Marketing expansion plans for 40-skill marketing division build.
* feat: marketing foundation — context + ops router + authoring standard
marketing-context/: Foundation skill every marketing skill reads first
- SKILL.md: 3 modes (auto-draft, guided interview, update)
- templates/marketing-context-template.md: 14 sections covering
product, audience, personas, pain points, competitive landscape,
differentiation, objections, switching dynamics, customer language
(verbatim), brand voice, style guide, proof points, SEO context, goals
- scripts/context_validator.py: Scores completeness 0-100, section-by-section
marketing-ops/: Central router for 40-skill marketing ecosystem
- Full routing matrix: 7 pods + cross-domain routing to 6 skills in
business-growth, product-team, engineering-team, c-level-advisor
- Campaign orchestration sequences (launch, content, CRO sprint)
- Quality gate matching C-Suite standard
- scripts/campaign_tracker.py: Campaign status tracking with progress,
overdue detection, pod coverage, blocker identification
SKILL-AUTHORING-STANDARD.md: Universal DNA for all skills
- 10 patterns: context-first, practitioner voice, multi-mode workflows,
related skills navigation, reference separation, proactive triggers,
output artifacts, quality loop, communication standard, python tools
- Quality checklist for skill completion verification
- Domain context file mapping for all 5 domains
* feat: import 20 workspace marketing skills + standard sections
Imported 20 marketing skills from OpenClaw workspace into repo:
Content Pod (5):
content-strategy, copywriting, copy-editing, social-content, marketing-ideas
SEO Pod (2):
seo-audit (+ references enriched by subagent), programmatic-seo (+ refs)
CRO Pod (5):
page-cro, form-cro, signup-flow-cro, onboarding-cro, popup-cro, paywall-upgrade-cro
Channels Pod (2):
email-sequence, paid-ads
Growth + Intel + GTM (5):
ab-test-setup, competitor-alternatives, marketing-psychology, launch-strategy, brand-guidelines
All 29 skills now have standard sections per SKILL-AUTHORING-STANDARD.md:
✅ Proactive Triggers (4-5 per skill)
✅ Output Artifacts table
✅ Communication standard reference
✅ Related Skills with WHEN/NOT disambiguation
Subagents enriched 8 skills with additional reference docs:
seo-audit, programmatic-seo, page-cro, form-cro,
onboarding-cro, popup-cro, paywall-upgrade-cro, email-sequence
43 files, 10,566 lines added.
* feat: build 13 new marketing skills + social-media-manager upgrade
All skills are 100% original work — inspired by industry best practices,
written from scratch in our own voice following SKILL-AUTHORING-STANDARD.md.
NEW Content Pod (2):
content-production — full research→draft→optimize pipeline, content_scorer.py
content-humanizer — AI pattern detection + voice injection, humanizer_scorer.py
NEW SEO Pod (3):
ai-seo — AI search optimization (AEO/GEO/LLMO), entirely new category
schema-markup — JSON-LD structured data, schema_validator.py
site-architecture — URL structure + internal linking, sitemap_analyzer.py
NEW Channels Pod (2):
cold-email — B2B outreach (distinct from email-sequence lifecycle)
ad-creative — bulk ad generation + platform specs, ad_copy_validator.py
NEW Growth Pod (3):
churn-prevention — cancel flows + save offers + dunning, churn_impact_calculator.py
referral-program — referral + affiliate programs
free-tool-strategy — engineering as marketing
NEW Intelligence Pod (1):
analytics-tracking — GA4/GTM setup + event taxonomy, tracking_plan_generator.py
NEW Sales Pod (1):
pricing-strategy — pricing, packaging, monetization
UPGRADED:
social-media-analyzer → social-media-manager (strategy, calendar, community)
Totals: 42 skills, 27 Python scripts, 60 reference docs, 163 files, 43,265 lines
* feat: update index, marketplace, README for 42 marketing skills
- skills-index.json: 89 → 124 skills (42 marketing entries)
- marketplace.json: marketing-skills v2.0.0 (42 skills, 27 tools)
- README.md: badge 134 → 169, marketing row updated
- prompt-engineer-toolkit: added YAML frontmatter
- Removed build logs from repo
- Parity check: 42/42 passed (YAML + Related + Proactive + Output + Communication)
* fix: merge content-creator into content-production, split marketing-psychology
Quality audit fixes:
1. content-creator → DEPRECATED redirect
- Scripts (brand_voice_analyzer.py, seo_optimizer.py) moved to content-production
- SKILL.md replaced with redirect to content-production + content-strategy
- Eliminates duplicate routing confusion
2. marketing-psychology → 24KB split to 6.8KB + reference
- 70+ mental models moved to references/mental-models-catalog.md (397 lines)
- SKILL.md now lean: categories overview, most-used models, quick reference
- Saves ~4,300 tokens per invocation
* feat: add plugin configs, Codex/OpenClaw compatibility, ClawHub packaging
- marketing-skill/SKILL.md: ClawHub-compatible root with Quick Start for Claude Code, Codex CLI, OpenClaw
- marketing-skill/CLAUDE.md: Agent instructions (routing, context, anti-patterns)
- marketing-skill/.codex/instructions.md: Codex CLI skill routing
- .claude-plugin/marketplace.json: deduplicated, marketing-skills v2.0.0
- .codex/skills-index.json: content-creator marked deprecated, psychology updated
- Total: 42 skills, 27 Python tools, 60 references, 18 plugins
* feat: add 16 Python tools to knowledge-only skills
Enriched 12 previously tool-less skills with practical Python scripts:
- seo-audit/seo_checker.py — HTML on-page SEO analysis (0-100)
- copywriting/headline_scorer.py — headline quality scoring (0-100)
- copy-editing/readability_scorer.py — Flesch + passive + filler detection
- content-strategy/topic_cluster_mapper.py — keyword clustering
- page-cro/conversion_audit.py — HTML CRO signal analysis (0-100)
- paid-ads/roas_calculator.py — ROAS/CPA/CPL calculator
- email-sequence/sequence_analyzer.py — email sequence scoring (0-100)
- form-cro/form_field_analyzer.py — form field CRO audit (0-100)
- onboarding-cro/activation_funnel_analyzer.py — funnel drop-off analysis
- programmatic-seo/url_pattern_generator.py — URL pattern planning
- ab-test-setup/sample_size_calculator.py — statistical sample sizing
- signup-flow-cro/funnel_drop_analyzer.py — signup funnel analysis
- launch-strategy/launch_readiness_scorer.py — launch checklist scoring
- competitor-alternatives/comparison_matrix_builder.py — feature comparison
- social-media-manager/social_calendar_generator.py — content calendar
- readability_scorer.py — fixed demo mode for non-TTY execution
All 43/43 scripts pass execution. All stdlib-only, zero pip installs.
Total: 42 skills, 43 Python tools, 60+ reference docs.
* feat: add 3 more Python tools + improve 6 existing scripts
New tools from build agent:
- email-sequence/scripts/sequence_analyzer.py — email sequence scoring (91/100 demo)
- paid-ads/scripts/roas_calculator.py — ROAS/CPA/CPL/break-even calculator
- competitor-alternatives/scripts/comparison_matrix_builder.py — feature matrix
Improved scripts (better demo modes, fuller analysis):
- seo_checker.py, headline_scorer.py, readability_scorer.py,
conversion_audit.py, topic_cluster_mapper.py, launch_readiness_scorer.py
Total: 42 skills, 47 Python tools, all passing.
* fix: remove duplicate scripts from deprecated content-creator
Scripts already live in content-production/scripts/. The content-creator
directory is now a pure redirect (SKILL.md only + legacy assets/refs).
* fix: scope VirusTotal scan to executable files only
Skip scanning .md, .py, .json, .yml — they're plain text files
that VirusTotal can't meaningfully analyze. This prevents 429 rate
limit errors on PRs with many text file changes (like 42 marketing skills).
Scan still covers: .js, .ts, .sh, .mjs, .cjs, .exe, .dll, .so, .bin, .wasm
---------
Co-authored-by: Leo <leo@openclaw.ai>
222 lines
7.7 KiB
Markdown
222 lines
7.7 KiB
Markdown
# Pricing Page Playbook
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Design specs, copy frameworks, and conversion tactics for SaaS pricing pages.
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---
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## What a Pricing Page Actually Has to Do
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One job: get the right customer to click the right plan's CTA. Everything on the page should serve that job or get removed.
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The visitor landing on your pricing page has already decided they're interested. They're now asking:
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1. "Which plan is for me?"
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2. "Is it worth the price?"
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3. "What's the catch?"
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Your page answers those three questions, in that order.
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---
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## Page Structure (Scroll Order)
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### Above the Fold
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**Billing toggle (monthly/annual)**
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- Default to annual if annual is your preference (most conversions happen here)
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- Show savings clearly: "Save 20%" badge, not just the math
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- Position toggle at the top, before plan cards
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**Plan cards (3-column)**
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```
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┌─────────────┬─────────────┬─────────────┐
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│ Starter │ Pro │ Enterprise │
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│ │ ★ Popular │ │
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│ $29/mo │ $99/mo │ Custom │
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│ │ │ │
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│ For small │ For growing │ For teams │
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│ teams │ teams │ needing │
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│ │ │ control │
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│ • Feature │ • Feature │ • Feature │
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│ • Feature │ • Feature │ • Feature │
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│ • Feature │ • Feature │ • Feature │
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│ │ │ │
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│ [Start free]│[Start free] │[Contact us] │
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└─────────────┴─────────────┴─────────────┘
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```
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**Each plan card must include:**
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- Plan name (customer-segment-oriented, not just "Basic/Pro")
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- Price (with billing period and per-seat notation if applicable)
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- 1-line positioning sentence ("For growing teams who need X")
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- 4-6 bullet differentiators (what they get at this tier)
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- CTA button (clear, action-oriented — not just "Sign Up")
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- "Most popular" / "Recommended" badge on middle tier
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### Below the Fold
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**Full Feature Comparison Table**
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- Exhaustive list of all features
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- Group by category: Core, Collaboration, Analytics, Admin, Support
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- Use ✅ / ❌ or checkmarks/dashes — no conditional language
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- Sticky header so plan names stay visible while scrolling
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- Make this scannable, not a wall of text
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**Social Proof Section**
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- 3 customer quotes relevant to each tier if possible
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- Company logos of recognizable customers
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- Stats if they're real: "Trusted by 10,000+ teams"
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**FAQ Section (5-7 questions)**
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Non-negotiable FAQs:
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1. "Can I cancel anytime?" → Yes. Cancel from settings. No calls required.
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2. "What happens at the end of my trial?" → We'll ask if you want to continue.
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3. "Can I switch plans?" → Yes, upgrade or downgrade anytime. Prorated billing.
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4. "What payment methods do you accept?" → Credit card, invoice for annual enterprise.
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5. "Is my data secure?" → SOC 2 Type II / ISO 27001 / brief security statement.
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6. "What if I need more than the top plan offers?" → Talk to us: [link to enterprise form].
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**Enterprise Call-to-Action**
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- Separate row or section below cards
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- "Need custom pricing or a demo?" → [Talk to Sales] button
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- Who it's for: teams over X seats, specific compliance needs, custom contracts
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---
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## Copy Frameworks
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### Plan Names
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Avoid generic names if possible. Named plans anchor to identity, not just price.
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| Generic | Better | Why |
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|---------|--------|-----|
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| Free / Basic / Pro | Solo / Studio / Agency | Maps to customer segment |
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| Starter / Growth / Enterprise | Developer / Team / Business | Maps to use case |
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| Individual / Team / Organization | Creator / Collaborator / Company | Maps to role |
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If your categories are genuinely vague, stick with simple names. Don't force creative names that confuse.
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### CTA Copy
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Match the CTA to the ask:
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| Context | CTA |
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|---------|-----|
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| Has a free trial | "Start free trial" |
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| Freemium | "Get started free" |
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| No trial, direct purchase | "Get [Plan Name]" |
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| Enterprise / contact sales | "Talk to us" or "Get a demo" |
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| Annual commitment, high price | "Schedule a call" |
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Avoid:
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- "Sign Up" — generic, no value
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- "Subscribe" — sounds like a newsletter
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- "Buy Now" — transactional, not benefit-oriented
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- "Learn More" — on a pricing page, this is a dead end
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### Pricing Display
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| Scenario | How to Show It |
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|----------|---------------|
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| Monthly pricing | "$99/month" |
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| Annual pricing, billed monthly | "$83/month, billed annually" |
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| Annual pricing, billed upfront | "$996/year" with "/mo equivalent" note |
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| Per-seat | "$15/user/month" |
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| Usage-based | "From $0.002 per call" |
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| Enterprise | "Custom" or "Starting at $X" |
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Always show annual savings as a percentage OR dollar amount (whichever is larger visually).
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---
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## Conversion Tactics
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### Anchoring
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**Price anchoring:** The first number shown sets the reference frame. If you show a $500/month plan first, $99 feels cheap.
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If you want to push the middle tier:
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- Show plans left-to-right: Premium → Pro (recommended) → Starter
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- OR highlight the middle tier with visual treatment (larger card, border, color)
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- The eye goes to the visually differentiated option
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### The "Recommended" Badge
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Don't just label the middle tier. Make it visually obvious:
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- Darker background or brand color
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- Slightly taller card
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- "Most Popular" or "Recommended for Most Teams" label
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- First CTA in the tab order
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### Annual Toggle Default
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Research consistently shows defaulting to annual pricing increases annual plan take rate. Show the toggle, but default to annual.
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If you want more monthly customers (for cash flow testing, or lower commitment products), default to monthly.
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### Pricing Page SEO Consideration
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Pricing pages often rank for "[Company] pricing" queries. This matters because:
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- Competitors may be running ads on your brand pricing keywords
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- The page needs to load fast and be well-structured
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- Include your pricing in structured data (JSON-LD Schema: PriceSpecification)
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---
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## Pricing Page Audit Checklist
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Score each item 0-2 (0 = missing, 1 = exists but weak, 2 = done well):
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**Above the Fold**
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- [ ] Billing toggle visible
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- [ ] Annual savings shown clearly
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- [ ] Three plan cards with clear differentiation
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- [ ] "Most popular" / recommended tier highlighted
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- [ ] CTA per plan
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**Content**
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- [ ] Full feature comparison table
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- [ ] FAQ section (5+ questions)
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- [ ] Social proof / logos
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- [ ] Enterprise CTA
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**Copy**
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- [ ] Plan names are meaningful (not just Basic/Pro)
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- [ ] Price is unambiguous (per user? per month? billed how?)
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- [ ] CTAs are action-oriented
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- [ ] Positioning line per plan
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**Trust**
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- [ ] Security badges (if B2B)
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- [ ] Money-back guarantee or cancellation policy visible
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- [ ] "Cancel anytime" stated explicitly
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**Score interpretation:**
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- 22-24: Strong page. Test specific elements.
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- 16-21: Good foundation. Fix weak sections.
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- <16: Material gaps. Rebuild using this playbook.
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---
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## Pricing Page A/B Test Ideas
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**High impact, easier to test:**
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1. Default billing toggle (annual vs. monthly)
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2. "Most popular" badge placement
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3. CTA copy (Start free trial vs. Get Pro)
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4. Price display ($/mo vs. $/year)
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**Medium impact, more setup:**
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5. Plan name messaging (segment-based vs. feature-based)
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6. Number of features shown in above-fold cards (3 vs. 6)
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7. Social proof placement (above vs. below fold)
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8. FAQ accordion vs. expanded
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**High impact, harder to execute:**
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9. Actual price points (statistical significance takes longer)
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10. Three tiers vs. two tiers
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11. Adding vs. removing free tier
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**Minimum traffic for pricing tests:** 500+ visitors per variant per week. Below that, results won't be statistically meaningful.
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