What’s inside

One SKILL.md (the playbook) + one starter template. A preview:

Lumen Agency Landing

When to use

• You run a design, development, branding, or marketing agency and your landing page talks about you more than it shows your work
• Prospects ask "have you done anything like this before?" and your page doesn't answer it above the fold
• Your services page lists deliverables ("we do websites") instead of outcomes ("we rebuilt the checkout and the client kept the customers")
• You are repositioning the agency — new niche, new offer, new market — and the page still sells the old one
• Your enquiry form gets unqualified leads because the page never says who you are for, what you cost, or how you work

Workflow

1. Pick the proof (input: project history + client permission → output: selected-work shortlist)
   Choose 3–6 projects to show, and only projects you can tell honestly: real client, real outcome, permission to name them (or a clear rule for anonymous presentation). Rank by relevance to the clients you want next, not by how pretty the work was. For each project, record three facts: what the client needed, what you made, and what changed afterwards — with numbers only where you have them and permission to use them. If a project has no outcome you can state, it doesn't make the shortlist, however beautiful it is. Anonymous entries are fine if the rule is consistent and the work is real.
2. Lead with the work (input: shortlist → output: hero + work sections)
   The hero carries one line of positioning — who the agency is for and what it does — plus the single strongest project as the first thing a visitor sees, not a slider of logos. Then give each selected project its own block: one strong image, the client's situation in two sentences, what you made, and the outcome in one line with the client's name and role attached. Order the projects so the first one matches your most wanted next client. A visitor should be able to answer "have they done something like mine?" within one scroll — if they can't, the work section is decoration.
3. Tie services to outcomes (input: service list + project outcomes → output: services section)
   Rewrite every service as outcome-first: name the service, name the outcome it produces, and point at the project that proves it. "Brand identity — a mark and system your team can actually use, as with {project}" beats a paragraph about "crafting compelling brand narratives." Cut any service you can't tie to a project or an outcome — if you can't prove you do it, the page shouldn't claim it. Keep the services section short: three to five services, each with one proof link, no accordion hiding the details.

Template preview

Lumen Agency Landing — Page Template

Proof first, adjectives never. Build the spine — positioning + projects + enquiry — before anything else.

Positioning

One line: {who the agency is for + what it does} Not for: {e.g. "we don't take projects under {amount}" / "we don't do {thing}"}

Selected work (3–6 projects, ordered: first = most wanted next client)

Project 1: {client} — {project}

• Situation (2 sentences): {what the client needed}
• What we made: {deliverable}
• Outcome (1 line): {what changed — numbers only with data + permission}
• Attribution: {client name + role} | Permission: {named / anonymous per rule}
• Image: {one strong image}

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