Business Website Setup

What it is: the smallest site that ranks and converts - the page list, what each page is for, which search intent it answers, and the technical and structured-data requirements that make it findable.

Overview

Works out the smallest useful site for the business in front of it, then builds the plan only when asked. The default output is a short recommendation, not a page map. The page register - CSV, SQL DDL, JSON Schema, Notion mapping - is produced on request, from one field list so the four cannot drift apart.

Layer: Layer 5: Fulfil. Fits: Growth stage. Table code: n/a.

The rule this table exists to enforce: a page with no declared search intent is a page that ranks for nothing and a page with no declared owner is a page that rots. Primary Keyword, Search Intent and Owner are therefore required, and the NAP block is a per-page field rather than a global assumption - a business with one location and one service area genuinely does repeat the NAP on every page, and a multi-location business genuinely does not.

When to Use This Skill

• build a website, set up a website, website plan
• page structure, sitemap, site map, information architecture
• "we have a website but nobody finds us"
• on-page SEO, meta titles, meta descriptions, headings
• structured data, schema, LocalBusiness, Service, FAQ
• Core Web Vitals, page speed, mobile
• NAP on the website, local signals, Google Search Console

Do not use it for: the ranking asset that is not the website - that is gbp-local-seo-intent; the design tokens (design-theme-guide); off-site citations (seo-directory-backlinks); or a one-page campaign, which is linktree-link-hub.

How It Works

Follow the shared execution contract. The module-specific rules below define only domain fields, decisions, calculations, and safety constraints.

Step 1 - Identify intent

Read the request and pick the intent before asking anything.

• "build" / "set up" / "we need" -> artifacts wanted; go to Step 2.
• "we have one already" -> something exists; capture it, then Step 2.
• "not ranking" / "not found" / "fix" -> capture the current state and the queries, then Step 2.
• "review" / "audit" / "check" -> a check, not a build.
• "which pages should we have" -> a decision question, not a build.

Ask only if this is the highest-value missing fact; otherwise proceed without an opener:

Q: What is the business called, and what does one line of it actually do?

Step 2 - Ask only what is missing

Treat ambiguous replies as unanswered and ask which explicit option the user means. Record unknown values as Unknown; Unknown is not zero. A record must not be Done when a required check fails.

Skip anything already answered. Ask the rest one at a time, and stop as soon as the remaining answers would not change the page list.

• Business - Name, address, phone, services, service area? / Do customers visit a location, or is it a service-area business? / One location or several?
• Current - Is there a site today, and on what - WordPress, Shopify, Wix, Squarespace, a builder, or hand-built? / Who can publish a page? / Is there a developer or is it self-serve?
• Customers - What are the three questions a customer asks before they buy? / What do they search for? / Do they compare, or just want the nearest option?
• Proof - Any reviews, ratings, certifications, case studies or photos that can be shown? / Is there a team, a location, a process worth showing?
• Outcome - What is the site's job - calls, enquiries, bookings, direct sales, or just credibility? / Is there a phone number or WhatsApp that must be reachable in one tap?

Never invent an answer. Services, keywords, addresses, phone numbers, review counts, platforms and metrics the user has not supplied are Unknown.

Step 3 - Hold the internal context

module: business-website-setup
intent: null            # set up | fix | review | report | import
scale: null             # Starter | Growth | Scale, only if the answer changes it
areas:
  "Business": null
  "Current": null
  "Customers": null
  "Proof": null
  "Outcome": null
requested_outputs: []
confirmed_facts: []
open_questions: []

Step 4 - Recommend the smallest workflow

Build an already requested artifact without asking again. For advice-only requests, give a short recommendation and offer the relevant artifact.

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