marketing-service-page

Service Page

Standalone service-page workflow. Does not use the content idea backlog.

When to Use

• User says "add landing page", "create service page", or "write landing page"
• User provides a service brief, URL, existing service slug, or any combination
• Need competitor-informed differentiation (optional SERP/scrape)
• No prior content idea exists

Prerequisites

Brand scope. In a multi-brand workspace (2+ brand homes in workspace/firm/brands/), every path this skill reads or writes is brand-scoped: definitional entities (services, ICP, personas, proof, channels) live in firm/brands/{brand}/…, working pipelines carry a {brand}/ segment under their entity root, and the working brand comes from the user's choice or B2BFORCE_BRAND — never guessed. Rules: Brand Scope Gate in AGENTS.md; paths: docs/WORKSPACE.md.

• workspace/firm/profile.md
• Service name/slug, existing service file, URL, description, or both
• Current agent/LLM session
• Optional APIs for competitor research: FIRECRAWL_API_KEY, DATAFORSEO_LOGIN/PASSWORD, or EXA_API_KEY

If the service context is missing or thin, run marketing-service first or create service-context.md inside the service-page folder from the user brief.

Pipeline

1. Resolve service context

Input priority:

1. User-provided description
2. Existing workspace/firm/services/{slug}.md
3. URL page content
4. Firm profile

If a URL and description conflict, user description wins. Do not invent proof, metrics, clients, or pricing.

A service page is public material. Client results may only come from workspace/firm/proof/ records with usable_publicly: true, named only when client_public: true — see the Proof Gate in AGENTS.md.

Write or update:

workspace/marketing/landing-pages/{slug}/service-context.md

2. Generate SEO phrases

Generate commercial-intent B2B keyword candidates for the service. If DataForSEO/Exa is unavailable, mark them as draft keywords, not validated search data.

3. Optional competitor research

Primary: Exa search (5 results, take top 3) for competitor service pages
Fallback: DataForSEO SERP top 10 organic results → scrape top 3 pages with Firecrawl (each truncated to 15k chars)

If no research tool is available, continue from firm/service context and mark the page as research_mode: dry_run.

Write: workspace/marketing/landing-pages/{slug}/competitor-research.md

Include: URL, title, key messaging, gaps/opportunities

4. Generate service page

System prompt: inline 8-section structure (Hero, Problem, Solution, Benefits, How It Works, Social Proof, FAQ, CTA) — see references/system-prompt.md

Input: service context + competitor analysis + SEO phrases

Differentiation: fresh angles competitors miss; anti-AI-slop rules. Do not claim external competitor validation unless competitor research was actually run.

5. Write outputs

workspace/marketing/landing-pages/{slug}/
├── page.md              # Final service page Markdown
├── service-context.md     # Generated service definition
└── competitor-research.md # SERP/scrape summary

Optionally create content idea stub with content_type: landing_page, buying_stage: vendor for tracking.

Anti-slop rules

• No "In today's world..."
• No buzzwords without substance
• Hook with data, story, or provocative statement
• No rhetorical question openings

Related Skills

Skill	When
marketing-service	Create/enrich service context first