@kennethsolomon/shipkit 3.13.2 → 3.15.1

package/skills/sk:website/references/niche/agency.md

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+# Agency / Studio / Consultancy
+
+Use for creative agencies, design studios, development firms, marketing consultancies, and any service firm where taste and credibility are core products.
+
+## Priorities
+
+1. Establish taste immediately — the site IS the portfolio.
+2. Make the offer and audience explicit — agencies often confuse "we do everything" with positioning.
+3. Build trust through work quality, process, and proof — not just claims.
+4. Move visitors toward inquiry or consultation.
+
+## Default page set
+
+- Home (positioning + selected work + CTA)
+- Work / Portfolio (case studies or project grid)
+- Services (what you do, who it's for, how you work)
+- About (team, story, values)
+- Contact (inquiry form)
+
+Optional: Case Study detail pages, Process page, Blog, Clients page
+
+## Section guidance
+
+**Hero:**
+- Clear positioning — who you help and what you do for them
+- Avoid: "We create experiences that matter" (vague)
+- Prefer: "Brand strategy and digital design for ambitious B2B companies"
+- CTA: "Start a Project" or "See Our Work"
+
+**Selected work:**
+- 3–6 real projects — thumbnail + client name + type of work
+- Never show fake case studies or vague "Project A" placeholders
+- If no portfolio available: skip this section and lead with process/services
+
+**Services:**
+- List with brief description — 3–8 services
+- Who benefits from each service
+- How you work (process overview or retainer/project model)
+
+**Why work with us:**
+- Specific: years in business, types of clients, notable partnerships if real
+- Process transparency: "We don't start until we understand your goals"
+
+**Team / About:**
+- Real photos, real bios — even for small teams
+- Mission or founding story if meaningful
+
+## Design guidance
+
+- **Art direction:** Restrained Editorial or Bold Brand-Forward — depending on the studio's own personality.
+- The site's design should demonstrate what the agency can do — it's a live portfolio piece.
+- Typography should be intentional and distinctive — not generic sans-serif defaults.
+- Photography of real work, team, and process > stock imagery.
+- Animation and transitions can be more expressive here than other niches.
+
+## SEO guidance
+
+- Title: "[Agency Name] — [Service] Agency in [City] (if local)"
+- H1: specific positioning statement
+- Target: "[service] agency [city]", "[service] studio", "[niche] design agency"
+- Case study pages are SEO gold — named projects, client industries, outcomes achieved
+- Structured data: `ProfessionalService` or `Organization`
+
+## WhatsApp / contact
+
+- Contact form with project type + budget range + timeline field
+- WhatsApp optional — appropriate in PH/SEA for smaller studios, less expected for enterprise agencies
+
+## Avoid
+
+- "We're passionate about design" — everyone says this
+- Vague case studies with no real outcomes or client names
+- Portfolio with no work shown (skip portfolio section instead of showing fake work)
+- Generic stock photos of teamwork and handshakes
+- Overpromising in the hero (claiming to do everything for everyone)

package/skills/sk:website/references/niche/cafe.md

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+# Cafe
+
+Use for cafes, coffee shops, bakeries, brunch spots, and hospitality brands where atmosphere and local trust both matter.
+
+## Priorities
+
+1. Communicate the vibe immediately — people choose cafes by feel before they check the menu.
+2. Make location, hours, and menu access obvious — these are the most searched items.
+3. Encourage in-person visits, reservations, or online orders depending on what the business offers.
+4. Balance brand storytelling with practical information — never let atmosphere hide the basics.
+
+## Default page set
+
+- Home (hero + signature items + atmosphere + location/hours)
+- Menu (full menu or featured items by category)
+- About (brand story, team, sourcing story if relevant)
+- Find Us (location, hours, parking, directions, map embed)
+- Contact (reservation inquiry or general contact)
+
+Optional: Gallery, Events, Order Online (if third-party integrated), Press
+
+## Section guidance
+
+**Hero:**
+- Lead with brand atmosphere — warm image, specific place language
+- Sub-headline should be practical: "Specialty espresso and house-made pastries on [Street], [City]"
+- Primary CTA: "Reserve a Spot", "See the Menu", or "Find Us"
+
+**Signature offerings:**
+- 3–5 featured items with short, sensory descriptions
+- Real names only — no invented menu items
+
+**About / brand story:**
+- When it opened, who runs it, what they care about
+- Sourcing story if meaningful (single-origin, local farms, etc.)
+- Human — not a corporate mission statement
+
+**Location + hours block:**
+- Visible on every page (footer at minimum)
+- Hours listed clearly with day ranges
+- Include parking/transit notes if relevant
+- Google Maps embed or link
+
+**Reviews / social proof:**
+- Use real review counts from Google or Yelp if available (e.g., "4.8 stars · 240 reviews")
+- Never invent reviews or star ratings
+- Instagram embed or grid if the business has active social
+
+## Design guidance
+
+- Cafe sites should feel sensory and place-driven, not corporate or tech-startup.
+- **Art direction:** Warm Hospitality is almost always the right choice.
+- Typography: warm serif or humanist sans — pairs like Fraunces + Manrope, Lora + Inter.
+- Palette: warm neutrals — cream, sand, terracotta, olive, espresso brown. One accent.
+- Photography framing: close-ups of food/drink, ambient interior shots, hands-on-cup moments.
+- Use texture (paper grain, linen, concrete) in section backgrounds to create atmosphere.
+- Do not use generic stock coffee imagery — if no real photos exist, use strong typography + color instead.
+
+## SEO guidance
+
+- Homepage title: "[Cafe Name] — Specialty Coffee in [Neighborhood], [City]"
+- H1: "[Type of cafe] in [Location]" e.g., "Artisan Coffee Shop in Poblacion, Makati"
+- Mention neighborhood + city naturally in hero copy and about section
+- Include opening hours in structured data (LocalBusiness/CafeOrCoffeeShop schema)
+- Target "[coffee shop near me]", "[cafe in [neighborhood]]", "[brunch [city]]"
+
+## WhatsApp / contact
+
+- WhatsApp is default for reservation inquiries in PH/SEA
+- Pre-filled message: "Hi! I found you on your website. I'd like to inquire about a reservation."
+- If no WhatsApp, use a simple form with Name, Date/Time, Number of Guests fields
+
+## Avoid
+
+- Overdesigned navigation that hides hours, address, or menu
+- Generic stock images of coffee cups on marble — use real atmosphere or strong type
+- Keyword-stuffed city terms in headlines
+- Treating the site like a SaaS landing page — cafes are experiential, not transactional
+- Hidden or tiny contact info

package/skills/sk:website/references/niche/dentist.md

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+# Dentist / Dental Clinic
+
+Use for dental clinics, cosmetic dentists, orthodontists, pediatric dentists, and oral care practices.
+
+## Priorities
+
+1. Build trust fast — dental anxiety is real; the site should feel calm and reassuring.
+2. Explain services clearly — patients often don't know the terminology.
+3. Reduce booking friction — easy appointment scheduling above the fold.
+4. Balance warmth with clinical credibility.
+
+## Default page set
+
+- Home (services overview + trust signals + booking CTA)
+- Services (full service list with brief descriptions)
+- About Us / Meet the Dentist (team profiles + clinic photos)
+- Book an Appointment (form or third-party booking link)
+- Contact (address, hours, map, phone)
+
+Optional: FAQ, Before/After Gallery (only with real consented photos), Insurance/Payment page, Blog
+
+## Section guidance
+
+**Hero:**
+- Lead with what you offer and who you serve, not a clever tagline
+- Example: "Family and Cosmetic Dental Care in Quezon City"
+- CTA: "Book an Appointment" — prominently placed
+- Phone number visible
+
+**Services:**
+- List all services with a brief, patient-friendly description
+- Group logically: General, Cosmetic, Orthodontic, Pediatric, etc.
+- Avoid jargon — "tooth-colored fillings" not "composite resin restorations"
+
+**Meet the dentist / team:**
+- Real photos, credentials (DDS, DMD, specializations), brief personal bio
+- Humanizes the practice — reduces patient anxiety
+
+**Trust signals:**
+- Years in practice, number of patients served (if real), certifications, PDA/ADA membership
+- Clinic accreditation if applicable
+- Reviews or patient count — only if real
+
+**Booking / appointment CTA:**
+- Simple form: Name, Contact, Preferred date/time, Type of concern
+- Or link to Calendly/SimplyBook or similar
+- WhatsApp for quick scheduling in PH
+
+## Design guidance
+
+- **Art direction:** Restrained Editorial or Premium Product-Led — clean and calm.
+- Never use garish or overly commercial aesthetics.
+- Typography: clean, legible sans — Inter, Lato, Poppins, or calm serif
+- Palette: soft and clinical — white, soft blue, mint, light grey, warm white
+- Photography: real clinic interior + real team photos are far more effective than stock dental images
+- Motion: minimal or none — calm is the signal
+
+## SEO guidance
+
+- Title: "[Clinic Name] — Dentist in [City/Neighborhood]"
+- H1: "Dental Clinic in [City]" or "Dentist in [Neighborhood], [City]"
+- Target: "dentist in [city]", "dental clinic near me", "cosmetic dentist [city]"
+- Separate service pages for high-intent searches: "teeth whitening [city]", "braces [city]"
+- Structured data: `Dentist` schema with full address, phone, opening hours
+
+## WhatsApp / contact
+
+- WhatsApp is high-value for appointment booking in PH — patients message before calling
+- Pre-filled: "Hi! I'd like to book a dental appointment. I found you on your website."
+- Simple booking form as backup
+
+## Avoid
+
+- Invented patient testimonials or before/after results
+- Generic "dental health" stock imagery
+- Complex navigation that buries the booking CTA
+- Clinical jargon in patient-facing copy
+- Hiding pricing entirely — patients ask "how much is cleaning/braces?" — provide at least a range or "contact for pricing"

package/skills/sk:website/references/niche/ecommerce.md

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+# Ecommerce / Product Catalog
+
+Use for product catalogs, DTC brands, product-focused storefronts, and online shops.
+
+## Priorities
+
+1. Show product value immediately — hero leads with the product.
+2. Reduce friction to browsing or buying — clear category navigation, no distractions.
+3. Build trust: shipping clarity, returns policy, real reviews if available.
+4. Support product discovery without overwhelming.
+
+## Default page set
+
+- Home (featured collection + brand story + trust signals)
+- Shop / Collections (category navigation + product grid)
+- Product detail pages (individual product pages if building a full store)
+- About (brand story + values)
+- Contact (customer support channel + FAQ link)
+
+Optional: FAQ, Blog, Wholesale inquiry, Sustainability/Story page
+
+## Section guidance
+
+**Hero:**
+- Lead with the product or collection — not a brand statement
+- Example: "Hand-poured soy candles made in Manila" + "Shop the collection" CTA
+- Featured product or hero collection image: real product photography only
+
+**Product grid / collections:**
+- Clear category structure — visitors should know where to click
+- Product card: image + name + price
+- Real products only — no placeholder "Product A"
+
+**Trust signals:**
+- Shipping: "Free shipping on orders over [X]" — only if real
+- Returns: "Easy 30-day returns" — only if true
+- Payment methods: show accepted icons (GCash, Maya, credit card, COD if applicable)
+- Review count or testimonial if real
+
+**Brand story:**
+- Why this product, who makes it, what makes it different
+- Human and specific — not "quality craftsmanship since [year]" but real details
+
+**FAQ / shipping:**
+- When will it ship, how long does delivery take, what's the return process
+- For PH: COD availability is a common question
+
+## Design guidance
+
+- **Art direction:** Premium Product-Led for considered DTC brands; Playful Contemporary for lifestyle/gift brands.
+- Product imagery is the design backbone — image quality determines conversions.
+- Typography: clean and legible for product names/prices; more expressive for brand headline
+- Palette: neutral background that makes products pop — white, cream, or dark for premium positioning
+- Don't let branding compete with the products themselves
+
+## SEO guidance
+
+- Title: "[Product Category] | [Brand Name]"
+- H1: "[Product category] — [differentiator]" e.g., "Handmade Soy Candles — Made in Manila"
+- Target: "[product type] Philippines", "[product type] online", "buy [product] [city]"
+- Each product page should have its own unique title + meta description
+- Structured data: `Product` with name, price, availability, image
+
+## WhatsApp / contact
+
+- WhatsApp for order inquiries and COD in PH — standard for smaller ecommerce brands
+- Pre-filled: "Hi! I have a question about an order / product. I found you on your website."
+- Larger stores: use a dedicated support form instead
+
+## Avoid
+
+- Placeholder products without real photos or prices
+- Shipping and returns information buried in the footer
+- Complex navigation with too many category levels
+- Invented product reviews or star ratings
+- Dense text blocks competing with product imagery

package/skills/sk:website/references/niche/gym.md

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+# Gym / Fitness Studio / Trainer
+
+Use for gyms, fitness studios, yoga and Pilates studios, personal trainers, CrossFit boxes, and coaching brands.
+
+## Priorities
+
+1. Communicate training style and target audience quickly — visitors are looking for their people.
+2. Make trial, membership, or class booking paths obvious.
+3. Balance energy with clarity — fitness sites can have visual punch but still need structure.
+4. Trust through coaches, credentials, community — not invented transformation claims.
+
+## Default page set
+
+- Home (offer + training vibe + CTA)
+- Classes / Programs (schedule, class types, level descriptions)
+- Coaches / Trainers (team profiles with credentials)
+- Memberships / Pricing (clear tier comparison)
+- Contact (inquiry form + location + map)
+
+Optional: Schedule (live or embedded third-party), Gallery, Blog, FAQ
+
+## Section guidance
+
+**Hero:**
+- Set the energy immediately — who trains here and what they achieve
+- Specific: "Strength and conditioning gym in Makati for working professionals"
+- CTA: "Try a Free Class", "Book an Intro", or "Join Now"
+
+**Programs / classes:**
+- List class types with level, duration, what to expect
+- Schedule if static (or embed Mindbody/Calendly for dynamic)
+- Don't use generic fitness jargon — write for the beginner considering their first class
+
+**Coaches:**
+- Real names, photos (action or portrait), certifications, training philosophy
+- Specific credentials: NSCA, ACE, RYT, etc. — only if real
+
+**Memberships / pricing:**
+- Clear tier comparison — monthly vs. annual, class packs vs. unlimited
+- Highlight the best-value option
+- Real pricing only — never invented
+
+**Trial / inquiry CTA:**
+- Repeat on every page
+- "Try your first class free" is a high-conversion CTA for fitness
+
+## Design guidance
+
+- **Art direction:** Bold Brand-Forward (for commercial gyms), Warm Hospitality (for boutique studios), Playful Contemporary (for wellness brands).
+- Energy through color and typography — but structure must remain clear.
+- Typography: strong, confident — Clash Display, Barlow Condensed, DM Sans Bold
+- Palette: high contrast — dark base + vibrant accent (electric blue, neon green, coral)
+- Photography: real training environments, real members (with permission) — not stock gym photos
+- Motion: moderate — entrance animations are expected in this category
+
+## SEO guidance
+
+- Title: "[Studio Name] — [Type] Gym/Studio in [City]"
+- H1: "[Training type] gym in [City]" e.g., "Functional Fitness Gym in BGC Taguig"
+- Target: "gym in [city]", "yoga studio [city]", "personal trainer [city]", "[class type] classes near me"
+- Structured data: `SportsActivityLocation` or `LocalBusiness`
+
+## WhatsApp / contact
+
+- WhatsApp for class inquiries — common in PH/SEA fitness market
+- Pre-filled: "Hi! I found you on your website. I'd like to know more about your classes."
+- Trial class booking: simple form or WhatsApp link
+
+## Avoid
+
+- Invented transformation stories ("Lost 30lbs in 30 days!")
+- Member count or client stats without real data
+- Overanimated pages that take too long to render
+- Dense class grids with no descriptions
+- Hiding pricing — gym-shoppers compare prices and will leave if they can't find them

package/skills/sk:website/references/niche/home-services.md

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+# Home Services
+
+Use for HVAC, roofing, plumbing, electrical, landscaping, cleaning, pest control, and other home service businesses.
+
+## Priorities
+
+1. Explain the service and service area in the first sentence — no ambiguity.
+2. Make calling or requesting an estimate as easy as possible — phone number always visible.
+3. Build trust fast with grounded, specific proof.
+4. Keep the page practical and mobile-friendly — home service searches happen from the job site or kitchen table.
+
+## Default page set
+
+- Home (service + location + phone + CTA)
+- Services (all services offered, brief description each)
+- About (who you are, how long you've operated, service area)
+- Contact / Get a Quote (form + phone + service area map)
+- FAQ (common questions about the service, pricing, process)
+
+Optional: Service area pages, Testimonials (real only), Before/After Gallery
+
+## Section guidance
+
+**Hero:**
+- Service + location + CTA in the first 5 seconds
+- Example: "Professional Plumbing Services in Metro Manila — 24/7 Emergency Available"
+- Two CTAs: "Call Now: [Phone]" (primary) + "Get a Free Quote" (secondary)
+- Emergency availability if applicable
+
+**Services:**
+- List every service with a 1–2 sentence description
+- Avoid technical jargon — say "pipe repair" not "PEX manifold replacement"
+- Note if emergency/same-day service is available
+
+**Why choose us:**
+- Specific: years in business, number of jobs completed (if real), licensed/insured status
+- Response time: "We respond within 2 hours" — only if true
+- Guarantee: only if it's a real policy
+
+**Service areas:**
+- List cities/municipalities clearly
+- Map embed if helpful
+
+**Contact / quote:**
+- Phone number in hero AND footer AND contact page
+- Simple form: Name, Phone, Service needed, Address, Brief description
+- Response time expectation
+
+## Design guidance
+
+- **Art direction:** Restrained Editorial — dependable, direct, professional.
+- Practical clarity beats visual novelty for home services.
+- Typography: clean and readable — Inter, Source Sans, Lato
+- Palette: trustworthy — navy, forest green, slate blue, or charcoal + white + one accent
+- Photography: real job photos, real team, real vehicles — stock construction imagery is acceptable but real is better
+
+## SEO guidance
+
+- Title: "[Service] in [City] | [Company Name]"
+- H1: "[Service Type] in [City/Area]" — e.g., "Licensed Electrician in Quezon City"
+- Target: "[service] in [city]", "emergency [service] near me", "[service] [city] price"
+- Service area sub-pages for major cities if operating across multiple areas
+- Structured data: `LocalBusiness` with service area, telephone, address, hours
+
+## WhatsApp / contact
+
+- WhatsApp for quick job inquiries in PH/SEA — very common for tradespeople
+- Pre-filled: "Hi! I need [service type]. I found you on your website."
+- Phone always in the nav/header for emergency calls
+
+## Avoid
+
+- Hiding the phone number
+- No emergency contact for businesses that offer emergency services
+- Invented certifications or guarantees
+- Too much design — this category values function and trust over aesthetics

package/skills/sk:website/references/niche/law-firm.md

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+# Law Firm
+
+Use for law firms, solo attorneys, legal practices, and legal service brands.
+
+## Priorities
+
+1. Establish credibility and professionalism immediately — trust is the primary conversion factor.
+2. Clarify practice areas and who the firm serves — visitors self-qualify before calling.
+3. Make consultation paths obvious — phone and contact form above the fold.
+4. Use trust signals carefully and truthfully — no invented outcomes or rankings.
+
+## Default page set
+
+- Home (positioning + practice areas + consultation CTA)
+- Practice Areas (or individual pages per area for larger firms)
+- About / Our Team (attorney profiles + credentials)
+- Contact (consultation request form + phone + office address)
+- FAQ (common questions per practice area)
+
+Optional: Case Results (only with real data), Blog/Articles, Testimonials (only real ones)
+
+## Section guidance
+
+**Hero:**
+- Clear positioning: who you serve + primary practice area + location
+- Headline: specific and credible — e.g., "Criminal Defense Attorneys in Houston, Texas"
+- Primary CTA: "Schedule a Free Consultation" or "Call Now"
+
+**Practice areas:**
+- List with brief description of each area — what types of cases, who qualifies
+- Link each to a dedicated page for SEO depth
+
+**Why choose us / differentiators:**
+- Specific: years in practice, notable credentials, bar admissions, jurisdictions covered
+- Never invent: no made-up case outcomes, invented "99% success rates", unverifiable claims
+
+**Attorney profiles:**
+- Full name, photo (professional), bar admissions, practice focus, education if relevant
+- Human tone — not just a resume block
+
+**Consultation CTA:**
+- Phone number prominently placed
+- Simple form: Name, Email, Phone, Brief description of matter, Preferred contact time
+- Note if initial consultation is free
+
+## Design guidance
+
+- **Art direction:** Restrained Editorial or Premium Product-Led — both work for legal.
+- Never use Bold Brand-Forward — contradicts the professional credibility expected.
+- Typography: stable, authoritative — Lato, Source Serif, Libre Baskerville, or similar.
+- Palette: navy, charcoal, white, warm grey — one accent (deep blue, forest green, or warm gold).
+- Motion: none or subtle — law firm sites should feel stable, not animated.
+- Photography: real attorney headshots if available; avoid cheesy "handshake" stock photos.
+
+## SEO guidance
+
+- Homepage title: "[Law Firm Name] — [Primary Practice] Attorneys in [City, State]"
+- H1: "Experienced [Practice Area] Lawyers in [City]"
+- Target: "[practice area] attorney [city]", "[practice area] lawyer near me"
+- Structured data: `LegalService` schema with address, telephone, areaServed
+- Separate pages per practice area help SEO significantly
+
+## WhatsApp / contact
+
+- WhatsApp appropriate for PH/SEA firms; less common for US/AU/UK
+- Phone number always prominently visible (clients in distress call, not fill forms)
+- Form should include a "brief description of your legal matter" field
+
+## Avoid
+
+- Invented case outcomes ("$10M settlement" when it's unverifiable)
+- Generic legal stock photography (scales of justice, courthouse columns)
+- Startup-style visual aesthetics — contradicts expected professionalism
+- Burying the phone number
+- Any claims that could be considered false advertising under bar rules

package/skills/sk:website/references/niche/local-business.md

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+# Local Business (Default)
+
+Use this as the default fallback for any service business tied to a city or region that doesn't match a more specific niche guide.
+
+Applies to: appointment-based services, neighborhood shops, local professional services, tradesperson businesses, community-oriented brands.
+
+## Priorities
+
+1. Explain the service and service area immediately — no ambiguity.
+2. Make contacting or booking simple — visible phone, form, or WhatsApp above the fold.
+3. Build trust with concrete local signals — not vague claims.
+4. Mobile-first — local searches happen on phones.
+
+## Default page set
+
+- Home (service + location + CTA + key trust signals)
+- Services (what you offer + brief descriptions + pricing approach if applicable)
+- About (who you are, your background, why local)
+- Contact (phone, form, address, map, hours)
+- FAQ (common questions, pricing transparency, process)
+
+## Section guidance
+
+**Hero:**
+- Service + Location in the first sentence: "Professional [Service] in [City]"
+- CTA: "Get a Free Quote", "Book Now", "Call Us", or "Contact Us"
+- Phone number visible — many local customers call directly
+
+**Services overview:**
+- List what you offer clearly — names, brief description, who it's for
+- Avoid jargon your customer wouldn't use
+
+**Why choose us:**
+- Specific: years in business, service area, response time, guarantee
+- Nothing invented
+
+**Service areas:**
+- List the cities, neighborhoods, or regions served
+- A simple paragraph or tag list is enough
+
+**Trust signals:**
+- If real: certifications, licenses, affiliations, review counts
+- Google review widget or "4.8 stars on Google" if verifiable
+
+**Contact block:**
+- Phone + email + address (if physical)
+- Hours
+- Simple form: Name, Phone/Email, Message
+- Map embed
+
+## Design guidance
+
+- **Art direction:** Restrained Editorial or Warm Hospitality depending on type.
+- Clarity always beats trendiness for local businesses.
+- Trust-first: professional photography, real team photos if available.
+- Typography: clean, readable — avoid display fonts that sacrifice legibility.
+- Palette: grounded and professional — navy, forest green, slate, warm white.
+
+## SEO guidance
+
+- Title: "[Service] in [City] | [Business Name]"
+- H1: "[Service Type] in [City/Neighborhood]"
+- Target: "[service] in [city]", "[service] near me", "[service] [neighborhood]"
+- Structured data: `LocalBusiness` with full address, telephone, hours, areaServed
+- Footer: address, phone, hours always visible for local SEO signals
+
+## WhatsApp / contact
+
+- Default: inject WhatsApp for all local businesses in PH/SEA
+- Phone number in nav/header, not buried
+- Simple form for non-urgent inquiries
+
+## Avoid
+
+- Hiding the phone number
+- Vague hero copy that doesn't state what the business does
+- Overdesigned layouts that reduce trust
+- Invented reviews, certifications, or business claims