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website-to-signals

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Use this skill when you have a company's website and need a shortlist of intent signals worth running for them — "which buying signals fit this business," "turn this URL into a signal plan." Given a website, it returns 3-5 detectable intent signals, each tied to a concrete why-now, with where to detect it and who to target.

skills/peter-cools/website-to-signals/SKILL.md

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An agent that turns a company's website into a short, operable set of intent signals. It reasons from what the company sells to what has to change in a buyer's world for them to need it now, then keeps only the changes it can actually observe in public data.

## Input

- `website_url` — the company to plan signals for (read the homepage, product, pricing, customers, blog).
- `icp_constraints` *(optional)* — known segment / geo / size limits.
- `sales_motion` *(optional)* — PLG / sales-led / hybrid; shifts which signals matter.

## Procedure

1. **Extract three things from the site:** what they sell, who buys (economic buyer vs. daily user), and — the pivot — what has to become true in an account for them to need this *now*.
2. **Turn each why-now into an observable proxy.** A trigger is a signal only if it is visible in public data. "Just hired their first RevOps lead" is observable; "frustrated with their tool" is not. Keep the observable ones.
3. **Map to signal families:** people moves (job changes, new leadership, hiring a role), company moves (funding, expansion, new market or entity), competitive engagement (evaluating an alternative), social and behavioral (posting or reacting on the problem), technographic (a tool added or dropped).
4. **Rank and cut to 3-5** by fit × intent strength × volume. Drop anything undetectable, low-volume, or really inbound.
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