Brand Build Skills for Claude

A complete, opinionated library of Claude Skills covering the full lifecycle of building, launching, running, and growing a brand and a website.

59 stack-agnostic skills covering brand, design, content, SEO, dev, ops, growth, and research. Includes an Ahrefs MCP-powered SEO audit suite. Use them on Next.js, WordPress, Shopify, Webflow, plain HTML, or anything else.

Featured in awesome-claude-skills under Business & Marketing.

Table of contents

• What are Claude Skills?
• What is in this library
• Getting started
• Quick example
• How they compose
• The 59-skill catalog
• Recommended MCPs
• Authoring conventions
• Repository structure
• Contributing
• Resources
• License

What are Claude Skills?

Claude Skills are reusable capability packages that teach Claude how to handle a specific kind of task with a consistent framework, vocabulary, and output format. Each skill is a folder containing a SKILL.md (instructions plus YAML metadata) and optional reference files (templates, checklists, worked examples). Claude loads a skill automatically when a user request matches the skill's description.

Skills work across Claude.ai, Claude Code, and the Anthropic API. Once you write a skill, it is portable across all three.

For the official deep dive, see Anthropic's Agent Skills documentation.

What is in this library

This is not a curated list of other people's skills. It is a single, opinionated library where every skill follows the same structure and conventions, so the skills compose cleanly across a real project lifecycle.

What you get:

• 59 skills across 13 categories, every one with a complete SKILL.md and at least one reference file
• 75 reference files (templates, checklists, decision matrices, worked examples)
• Stack-agnostic. Works on any web stack. The only named-tool exception is the SEO audit suite, which assumes the Ahrefs MCP.
• Future-proof. Principles over tools. Stable concepts over trending techniques. References to durable specs (W3C, WHATWG, Schema.org, MDN, NN/g, WCAG) over content that ages with each algorithm update.
• Uniform structure. Every skill uses the same section order, the same tone, and the same authoring conventions. Predictable in, predictable out.
• Composable. Skills reference each other. creative-brief points to brand-voice. incident-response points to monitoring-and-alerting. Each skill's "When NOT to use" tells you which sibling fits your adjacent work.

Highlight categories: brand strategy, design systems, content production, full SEO suite, frontend dev, accessibility, performance, QA, launch and incident ops, growth and CRO, UX research, plus a meta-skill that teaches you to write your own.

Getting started

Skills install in three different places depending on where you use Claude. Pick the platform that matches your workflow.

Option 1: Claude.ai (web and desktop)

If your Claude.ai plan supports custom Skills:

1. Go to Settings → Capabilities → Skills.
2. Upload the skill folder you want as a .zip (one zip per skill folder containing SKILL.md and the references/ subfolder).
3. Enable the skill in the chat interface.

Claude will load the skill automatically when your request matches its description.

For current plan availability and the exact upload UI, see Anthropic's Skills user guide.

Option 2: Claude Code (recommended)

Skills are first-class citizens in Claude Code. Drop them into your skills directory and Claude Code picks them up automatically.

User-level skills (available in every project):

# macOS / Linux
mkdir -p ~/.claude/skills
cp -r skills/* ~/.claude/skills/

# Windows (PowerShell)
New-Item -ItemType Directory -Force -Path "$HOME\.claude\skills"
Copy-Item -Recurse skills\* "$HOME\.claude\skills\"

Project-level skills (available only in a specific project):

mkdir -p .claude/skills
cp -r path/to/this-repo/skills/* .claude/skills/

Start (or restart) Claude Code. Skills load automatically.

For exact current paths and config flags, see the Claude Code documentation.

Option 3: Anthropic API

Use Skills programmatically by referencing them in your API calls. Skills must first be uploaded to your workspace (via the Console or API), then referenced by ID when creating messages.

For the current API surface, request format, and limits, see the Agent Skills API documentation.

Want only a few skills?

You do not have to install all 59. Pick the categories that match your work. The library is modular: each skill stands on its own.

Quick example

Once installed, skills trigger automatically based on your request. You do not have to name the skill or change how you talk to Claude.

You ask:

"Our organic traffic dropped 30% last week. Help me figure out why."

What happens:

Claude recognizes the request matches seo-traffic-diagnosis, loads the skill, and walks through its 5-layer root cause framework: confirm the change is real → localize the change → page-level analysis → technical analysis → external analysis. By the end, you have a hypothesis statement, evidence, and an action plan, structured the same way every time.

Other natural triggers:

• "Help me write a creative brief" → creative-brief
• "Audit my homepage for SEO" → seo-onpage
• "We need a backlink audit" → seo-backlink-audit
• "Plan our content roadmap for Q3" → seo-content-gap-audit plus content-strategy
• "Postmortem template for last night's incident" → after-action-report
• "How do I write my own skill?" → skill-creation-walkthrough

You can also call a skill explicitly: "Use the seo-audit-orchestration skill to run a full audit on example.com."

How they compose

The skills compose into a full project flow:

brand-discovery → brand-ideation → brand-identity → brand-style-guide → brand-voice
                                                                        ↓
creative-brief → information-architecture → content-strategy → design-system
                                                              ↓
seo-keyword → seo-content-audit → content-and-copy → landing-page-copy
                                                    ↓
seo-onpage → seo-technical → seo-aeo-geo → seo-offpage → seo-competitor
                                          ↓
frontend-component-build → accessibility-audit → performance-optimization
                                                ↓
code-review-web → qa-testing → security-baseline → launch-runbook
                                                  ↓
domain-strategy → monitoring-and-alerting → backup-and-disaster-recovery
                                          ↓
incident-response → after-action-report
                  ↓
analytics-strategy → cro-optimization → ux-research → usability-testing → journey-mapping

The SEO audit suite (Ahrefs MCP-powered) wraps around the SEO foundation skills:

seo-audit-orchestration
  ├── seo-site-health-audit
  ├── seo-backlink-audit
  ├── seo-keyword-gap-audit
  ├── seo-content-gap-audit
  ├── seo-traffic-diagnosis  (also runs standalone for incident-style work)
  └── seo-rank-tracking      (ongoing, feeds the others)

Operations, cross-cutting, and team skills (stakeholder-communication, documentation-strategy, vendor-evaluation, team-onboarding-playbook, dependency-management, cost-optimization, etc.) cut across the lifecycle.

You can also pull individual skills for one-off work. Need just a backlink audit? Use seo-backlink-audit. Need to write a creative brief? Use creative-brief. Each skill stands on its own.

The 59-skill catalog

All 59 skills are shipped. Each has a complete SKILL.md plus at least one reference file (template, checklist, or playbook).

Strategy and discovery (4)

Brand (4)

Design (3)

Content (3)

SEO foundation (7)

Tool-agnostic SEO skills. These define the conceptual frameworks. The SEO audit suite below adds the Ahrefs MCP-powered execution layer.

SEO audit suite (Ahrefs MCP-powered) (7)

End-to-end SEO audit workflows that pull data from the Ahrefs MCP and produce concrete deliverables. These skills assume the Ahrefs MCP is connected.

Product (2)

Development (4)

Quality assurance (1)

Operations (9)

Growth (2)

Research (3)

Cross-cutting workflows (5)

Process and team (5)

Recommended MCPs

Skills compose best when Claude has live access to your data and tools. Model Context Protocol (MCP) servers provide that bridge. The skills in this library work without any MCPs, but pair them with the right ones and they go from "frameworks Claude follows" to "workflows Claude executes against your real systems."

Below is the MCP shortlist by skill area. None of these are required (except the Ahrefs MCP for the SEO audit suite). All are categorical recommendations: where multiple options exist for the same job, pick the one that fits your stack.

SEO and search data

The SEO audit suite (skills 22-28) is built around the Ahrefs MCP. The foundation SEO skills (15-21) work with any equivalent.

• Ahrefs MCP - referenced explicitly by seo-audit-orchestration and the 6 audit suite skills (backlink, keyword gap, content gap, traffic, site health, rank tracking)
• DataForSEO MCP - alternative for SERP, keyword, and backlink data; useful as a complement to Ahrefs for cross-validation
• Google Search Console MCP - free, official Google data; essential for seo-traffic-diagnosis and any audit that needs ground-truth click and impression data
• PageSpeed Insights MCP - free, paired with performance-optimization and seo-site-health-audit for Core Web Vitals field data

Development and code

• GitHub MCP - paired with code-review-web, pm-spec-writing, roadmap-planning, incident-response. Lets Claude read PRs, file issues, search code, and reference real commits.
• Filesystem MCP - local file and code operations; pairs with most dev and content skills
• Sentry MCP - paired with monitoring-and-alerting and incident-response. Real error data turns generic incident frameworks into specific diagnoses.

Hosting and infrastructure

• Cloudflare MCP - paired with domain-strategy, security-baseline, performance-optimization. DNS records, redirects, page rules, security headers.
• Vercel MCP - paired with launch-runbook and incident-response. Deployments, env vars, build logs.
• Supabase MCP - paired with code-review-web, pm-spec-writing, backup-and-disaster-recovery. Schema, queries, edge functions.

Analytics and monitoring

• PostHog MCP - paired with analytics-strategy, cro-optimization, journey-mapping. Event taxonomy review and funnel analysis grounded in real data.
• Datadog MCP - paired with monitoring-and-alerting, incident-response. SLO design and alert routing against actual metrics.

Communication and project management

• Slack MCP - paired with incident-response, stakeholder-communication, after-action-report. Read channel context, draft updates, post incident comms.
• Linear MCP (or Jira MCP) - paired with pm-spec-writing, roadmap-planning. Spec writing against the actual issue tracker, not a generic template.

Research and search

• Web search (built into Claude in most environments) - paired with brand-discovery, seo-keyword, seo-competitor, ux-research
• Tavily MCP or Brave Search MCP - alternatives for deeper research workflows

Where to find them

• modelcontextprotocol.io/servers - the canonical directory of MCP servers
• The Connectors directory inside Claude.ai (Settings → Connectors)
• claude mcp add in Claude Code for direct installation
• Vendor websites for first-party servers (most major SaaS tools now ship official MCPs)

Building your own MCP

If a skill in this library would benefit from a tool integration that does not yet exist, the MCP documentation walks through building one. The seo-audit-orchestration skill is a worked example of how to design a skill suite around a specific MCP's capabilities.

Authoring conventions

Every skill follows the same structure. See SKILL_AUTHORING.md for the full spec.

Highlights:

• Stack-agnostic. No specific framework versions in SKILL.md. Stack-specific patterns go in reference files. The Ahrefs-powered audit suite is the single named-tool exception.
• Future-proof. Reference durable specs (W3C, WHATWG, Schema.org, MDN, NN/g, WCAG). Avoid trend pieces.
• Uniform structure. Every SKILL.md has the same section order: When to use, When NOT to use, Required inputs, The framework, Workflow, Failure patterns, Output format, Reference files.
• Tight length. SKILL.md under 250 lines. References under 400.
• Punchy voice. Short sentences. Concrete examples beat abstract advice.

Repository structure

skills/
  skill-name/
    SKILL.md
    references/
      template.md
      checklist.md
      example.md
SKILL_AUTHORING.md          (the authoring guide)
CONTRIBUTING.md             (how to contribute)
MAPPING.md                  (origin notes for skills ported from existing work)
README.md                   (this file)
LICENSE                     (MIT)

Contributing

Contributions are welcome. Whether you want to fix a typo, add a reference file, or propose an entirely new skill, the bar is the same: follow the uniform structure, keep the voice consistent, and prove the skill earns its place.

See CONTRIBUTING.md for the full process.

The fastest path: use the skill-creation-walkthrough skill itself. It teaches the same authoring discipline used across all 59 skills, with worked examples and a blank template.

Resources

Official Anthropic documentation

• Agent Skills overview - The canonical reference
• Anthropic engineering blog on Skills - Background on the design
• Claude Code documentation - Where most of these skills will run
• Anthropic API reference - For programmatic use

Other skill libraries worth knowing

• Anthropic's official skills repository - Examples and primitives published by Anthropic
• Awesome Claude Skills (Composio) - A curated index of community skills, where this library is featured under Business & Marketing

Companion concepts

• Model Context Protocol (MCP) - The protocol behind the Ahrefs MCP and other tool integrations referenced in this library
• WCAG quick reference - Accessibility standard cited by the accessibility audit and design skills
• Schema.org - Structured data vocabulary cited across the SEO suite

License

MIT. Use it. Fork it. Ship things with it.