mb-site

name: mb-site description: "Triage and build any site shape -- lander (1 page), minisite (~4 pages), or full website -- and graduate between them. Also writes owned-surface sales videos/VSLs, about-page videos, landing-page videos, and embedded pitch scripts. Routes to per-shape build flow, reads from business context files, deploys to Cloudflare Pages with git auto-deploy. Use when: (1) Operator says 'I want a site' / 'I want a lander' / 'spin up a one-pager' (2) Setting up a new site of any shape from offer + audience material (3) Updating / iterating on an existing site (4) Graduating a site to a new shape (lander -> minisite -> website -> website + CMS) (5) Writing a sales video, VSL, about-page video, landing-page video, or embedded pitch script for an owned conversion surface (6) Checking analytics/instrumentation, GA4, GTM/dataLayer, Meta pixel, booking links, HubSpot/forms, conversion-event mapping, form-submit smoke, or paid-traffic readiness (7) Previewing or publishing changes

Triggered by: /mb-site, 'build a site', 'landing page', 'lander', 'minisite', 'website', 'I need a site', 'spin up a site', 'put this online', 'publish site', 'deploy site', 'update my site', 'graduate my site', 'add a CMS to my site', 'analytics', 'instrumentation', 'Google Analytics', 'GA4', 'GTM', 'Meta pixel', 'HubSpot form', 'Calendly', 'booking link', 'form test', 'write a VSL', 'sales video', 'about page video', 'landing page video', 'pitch script'" loops: [ship]

Site

Pick a site shape, build it from business context, and ship it through a linked site repo. Cloudflare Pages with git auto-deploy is the default deploy path.

Shared source: The portable workflow contract lives in workflows/mb-site/workflow.md. This Claude skill is the Claude Code shell over that source.

Shared contract markers: Keep these aligned with the shared source.

Required commands:

• mb status --json --peek
• mb start --json
• mb doctor repair --plan
• mb connect doctor --json
• mb launch check "$SITE_REPO" --business-repo "$BUSINESS_REPO" --json
• mb site check "$SITE_REPO" --business-repo "$BUSINESS_REPO" --json
• mb validate --cross-refs --json
• mb checkpoint --plan --json

Required fact paths:

• money_path
• money_path.objects.proof.quality
• money_path.objects.cta_path
• money_path.objects.channel_strategy
• money_path.objects.active_push
• validation.file_contracts
• content_strategy
• content_strategy.overall_state
• content_strategy.simple_entry_point
• content_strategy.layers
• ranked_actions
• update
• readiness
• drift.items
• integrations
• measurement
• measurement.available
• measurement.state
• measurement.facts.expected_events
• measurement.facts.instrumentation
• measurement.blocked_count
• measurement.manual_count
• relationship_health.gaps
• checkpoint.pending
• checkpoint.pending.blockers
• runtime.codex_cli
• runtime.claude_code
• state
• blocked
• manual
• evidence
• facts.expected_events
• facts.instrumentation
• facts.provider_state
• facts.app_stack
• facts.deploy
• facts.commerce
• facts.email
• facts.measurement
• recommended_action
• source
• child_descriptor

Approval gates: updates_repairs_migrations, file_writes, checkpoint, provider_mutation, publishing_or_spend, customer_contact, private_data, destructive_operations, structured_collection, public_issue_or_proposal, domain_purchase, dns_change, pages_project, custom_domain_attach, deploy_or_push, and account_change.

Public/private boundaries: no_secrets, no_raw_provider_exports, no_raw_transcripts, no_customer_member_data, no_private_runtime_settings, no_private_dms_or_gated_communities, no_raw_finance_legal_records, and no_absolute_local_paths_in_committed_descriptors.

Core flow: support plan, brief, build, preview, check, publish, iterate, graduate, or recover modes. Marker phrase: plan, brief, build, preview, check, publish, iterate, graduate, or recover. Preserve lander, minisite, website, sales-video surface, and site repo modes; use mb site check readiness states including ready_for_operator_review; keep domain, DNS, Cloudflare Pages, custom-domain, deploy, publishing, provider mutation, account changes, spend, and customer contact behind explicit gates. Provider boundary phrase: provider mutation. Broad launch readiness uses mb launch check; paid-traffic measurement detail uses mb site check. Codex support stays read-only planning until runtime smoke proves site writes, builds, deploys, and publishing.

CLI facts first: In business repo mode, run mb status --json --peek before setup/provider/launch-readiness advice. In site repo mode or whenever a site repo is known, run mb launch check "$SITE_REPO" --business-repo "$BUSINESS_REPO" --json for broad launch truth, then mb site check "$SITE_REPO" --business-repo "$BUSINESS_REPO" --json for paid-traffic readiness or publish guidance.

Output destinations and operator vocabulary

Site/lander records that wrap a coordinated push (a launch, drop, or challenge with a goal and timeline) live under pushes/<YYYY-MM-DD-slug>/ on the business-repo side; the wrapping record is push.md (type: push), and the site record is typically pushes/<YYYY-MM-DD-slug>/site.md. Site files themselves live in the linked site repo (Cloudflare Pages, etc.) and are not duplicated in the business repo.

Reverse references from the site repo should use the role-neutral .mainbranch/repo.json descriptor with engine push paths (linked.pushes: ["pushes/<...>/push.md"]). Existing site repos may still use .mainbranch/source.json; its historical campaign_path key should point at the current push record when possible. Treat old campaigns/ records as migration input and run mb migrate campaigns --plan before relying on them.

If core/vocabulary.md defines display words (e.g. terms.push.singular: launch), speak the operator's word in conversation while still writing engine files. If the repo still has legacy campaigns/ records, recommend mb doctor and mb migrate campaigns --plan before creating new push work.

When creating push.md, include the validator-required frontmatter and fill the values from repo truth or operator answers:

---
type: push
slug: YYYY-MM-DD-slug
kind: launch
status: planned
health: unknown
goal: { metric: "", target: "", by: YYYY-MM-DD }
owner: ""
audience: ""
offer: core/offers/<offer>/offer.md
promise: ""
---

If the push or site record is tied to a bet, decision, research file, playbook, or outcome, add the appropriate typed frontmatter link (linked_bets, linked_decisions, linked_research, linked_playbooks, linked_outcomes). Mirror frontmatter links in ## Related links with Markdown relative links, or preview mb doctor repair --plan and ask before applying the repair. Use the connection decision matrix in docs/business-connections.md before adding typed links. Do not infer frontmatter links from body-only references.

Re-Invoke Often

Say /mb-site again after compaction, context loss, or switching focus. It reloads skill context. Do it whenever the conversation feels stale.

Start Every Run

1. Load references/pull-engine-updates.md and run the standard Main Branch update check.
2. Detect business repo mode vs site repo mode. Load references/site-repo-workflow.md for repo boundaries, source links, and reverse site records.
3. When a business repo is known, run mb status --json --peek and use its readiness, drift.items, integrations, measurement, and ranked_actions facts before inventing setup, provider, or launch-readiness checks in prose.
4. Before any domain purchase, DNS, Cloudflare Pages project, custom-domain attach, or deploy work, run mb connect doctor --json from the business repo and check provider:cloudflare.
   • If Cloudflare is not ready, stop before dispatching site tools and present exactly three choices:
     • connect now: printf '%s' "$CLOUDFLARE_API_TOKEN" | mb connect cloudflare --token-stdin --metadata token_type=account --metadata account_id=... && mb connect test cloudflare
     • continue read-only: availability checks, naming, brief, and research only; no buy, DNS, Pages, custom-domain, or deploy calls.
     • skip for now: record the blocker in the push/site notes and stage a follow-up task.
   • cfat_ account tokens route automatically when account_id is present; keep token_type=account in examples because it is explicit and works on older mb versions. User API tokens remain supported as a fallback by omitting token_type=account.
5. Resolve the active offer and required business context with references/site-context.md.
6. When the page, sales video, or lander depends on a weak offer, load .claude/reference/conversion/offer-sharpening.md and route to /mb-think before writing page copy from thin claims. 6a. Conversion-mechanism gate (before any page copy): confirm what the visitor does to convert — submit a lead form, book a call, or buy — and specifically whether the operator takes calls. If the operator has not stated it, STOP and ask; never assume a model. Copy is shaped by the mechanism, so it is pinned before drafting (the brief records it; see mb-skill-brief-draft). A real business we built lost a full day when an agent invented a call-booking flow the operator never chose.
7. When the site, blog, wiki, changelog, or launch page depends on content or recognition strategy, read core/content-strategy.md and relevant core/marketing/ files if present. Owned site content should support the same known-for target, asset jobs, channel plan, and CTA path rather than duplicating publishable site copy into the business repo. When the goal includes ranking, organic search traffic, keyword research, blogging for SEO, backlinks, or AI-search visibility, load references/seo.md before promising SEO outcomes.
8. Ask what the operator is building, then load only the shape reference needed next.

Operating Principles

Four behaviors /mb-site uses on every run:

1. One flow: brief to site. Do not route the operator to a separate brief skill and then ask them to come back. /mb-site walks research, brief draft, review, lock, concept variations, publish, and iteration as one flow.
2. Foreground subagents. Research, concept, and review subagents run in the foreground. Background subagents can appear to write files that do not persist.
3. Parallel by default. Multiple research questions, concepts, or review passes should run in parallel.
4. Publish-first, then iterate. Checkpoint the rawest durable business-repo brief and commit the rawest working site-repo concept before iterating. Git history is the memory across context clears.

When research subagents record findings, they follow the /mb-think research pattern: dated research/YYYY-MM-DD-slug-claude-code.md files with frontmatter and linked_decisions: []. When the operator needs a broad researched brief before the site brief, run or reuse /mb-think --brief-format=grok-8. Its eight categories feed the site flow directly: offering, ICP, journey, competitive landscape, brand story, technical requirements, assets, and metrics/constraints. Keep the grok-8 brief in research/; the locked site brief still belongs in decisions/.

Business-repo saves use mb checkpoint, not raw git commits. For accepted research files, locked briefs, and reverse site records, run mb checkpoint --plan --json, validate a subject such as [drafted] minisite research -- <slug>, [decided] minisite brief -- <slug>, or [connected] site repo -- <slug>, then save with mb checkpoint --message "<subject>" --yes after operator approval. Site repo code commits still use that site's normal git flow.

Invocation Mode

Use references/site-repo-workflow.md.

• Business repo mode: CWD has current Main Branch markers. Say: "I'm reading business context here and will create or select a site repo." If CWD looks like an old Main Branch repo, run mb status --json --peek and/or mb doctor repair --plan before saved config or discovery. Do not write to old repo structure.
• Site repo mode: CWD has .mainbranch/repo.json or legacy .mainbranch/source.json. Say: "I'm editing the site here and reading business context from the linked business repo."

Business repo mode plans, researches, drafts the brief, picks an offer, records push/site state, and creates or selects the site repo. Site repo mode edits code, reviews pages, previews, deploys, and runs mb site check.

Triage

Ask the operator. Do not assume.

What are you doing?

A. New site from scratch. Pick a shape.

• Lander (1 page, all-in-one). Use for focused one-off offer tests, retargeting, or paid-traffic landers. Load references/lander-build.md.
• Minisite (~4-6 pages, static HTML). V1 default for paid-ad lander tests, single-offer first deploys, payment, lead-form, and booking funnels. Load references/minisite-build.md.
• Website (full site, usually with build step). Legacy Next.js templates work today. Load references/website-build.md.

B. Iterating on an existing site.

• Editing pages, adding sections, updating copy: load the current shape build reference.
• Publishing existing work: load the shape publish section or references/deployment.md for legacy Netlify.

C. Graduating to a different shape.

• Lander -> minisite, minisite -> website, website -> website + CMS. Load references/graduation.md.

If the operator cannot articulate the shape, ask: "What goal are you trying to hit? Drive paid traffic to a sale, lead, or booking? Sell a course? Replace your current Squarespace?" Their answer maps to the shape.

Modes

Reference Map

Repo + context

• references/site-repo-workflow.md - business repo mode vs site repo mode, source links, reverse records.
• references/site-context.md - prerequisites, active offer resolution, required core/... files, and section mapping.
• .claude/reference/conversion/offer-sharpening.md - universal offer rubric, style spectrum, evidence handling, and stop conditions.
• Engine doc docs/content-strategy.md - layered content, distribution, channel, account, person, push, and results model.
• references/sales-video.md - sales video, VSL, about-page video, lander video, and embedded pitch scripts for owned surfaces.
• references/site-measurement.md - mb site check and paid-traffic readiness states.
• references/seo.md - SEO doctrine: content silos, keyword selection math, PageSpeed thresholds, blog/backlink rules, AI search, the API-first data layer, and the fulfillment loop.
• references/site-recovery.md - compaction recovery and scope boundaries.

Shape flows

• references/lander-build.md - 1-page shape stub.
• references/minisite-build.md - minisite step router.
• references/website-build.md - legacy Next.js website flow.
• references/graduation.md - paths between shapes and CMS bolt-on.

Minisite step detail

• references/minisite-research.md - research subagents and persisted findings.
• references/minisite-brief.md - brief draft, dial, archetype, schema, review, and lock.
• references/minisite-setup.md - domain, repo, DNS, and Cloudflare Pages setup.
• references/minisite-conversion.md - conversion endpoint selection and .mainbranch/conversion.json.
• references/concept-variations.md - parallel home-page concepts.
• references/minisite-buildout.md - remaining pages and build validation.
• references/minisite-publish.md - raw publish, pre-publish review, final push.
• references/minisite-iterate.md - post-build edits, regeneration, and graduation signals.

Generation + design

• references/minisite-generation-system.md - load-bearing system prompt for minisite generation.
• references/lander-generation-system.md - one-page lander generation profile.
• references/review.md - dial-gated quality gates.
• references/anti-patterns.md - AI tells and generation anti-patterns.
• references/archetypes.md - 9-archetype picker. Load picked detail lazily.
• references/headline-formulas.md - formulas grouped by frame.
• references/frontend-design.md - website typography, color, motion.
• references/section-patterns.md - website section catalog.

Visibility, hosting, and checks

• Site repos default to private. Before creating a public site repo, ask one visibility question — see the engine docs (repo-visibility-rubric) for the rule and exact wording.
• Cloudflare is the deploy rail. GitHub Pages is not part of normal Main Branch setup; the checks-and-review model in the engine docs explains how local mb checks, GitHub Actions, and branch protection layer.

Setup, examples, help

• references/naming-heuristic.md - domain naming playbook.
• references/cloudflare-pages-link.md - Cloudflare Pages GitHub App handshake.
• references/deployment.md - legacy Netlify fallback.
• references/examples.md - usage examples.
• references/troubleshooting.md - common fixes.