Website Copywriting and Sitemap Toolkit: Page Structure, Headlines, SEO Copy and Site Audit, AI Skill for Claude & ChatGPT, Web Designer

Site Architect & Copywriter is an AI skill for Claude and ChatGPT, made for web designers & freelancers. Runs the client interview, then delivers the sitemap (it cuts pages, out loud), drawn wireframes, and finished copy for every section of every page — down to the alt text and the form error messages. Zero placeholder text. SEO layer, redirect map and the client content checklist included.

Instant download. Works on the free tier. No coding. The blueprint clients stall on for six weeks — done in a sitting.

WHAT IS AN AI SKILL?
Think of it as a trained assistant you add to Claude or ChatGPT. It is a small folder of files: the step-by-step method the AI must follow, the templates it fills in, the checks it runs on itself, and a worked example. You load it once (about a minute), then talk to the AI in plain English the way you would brief a colleague. Instead of a generic chat answer, you get the finished piece of work as a real file you can print, send or open in Excel. No coding, no software to install, nothing to configure. It runs inside your own Claude or ChatGPT account.

THE PROBLEM IT SOLVES
The design was approved in week two. It's now week eight, and the site is still not live, because nobody has written the About page and the client keeps promising the service copy “by Friday.”

Every freelancer knows this pattern and almost nobody has a system for it. The blueprint — what pages exist, what each one is for, and what every section actually says — is the deliverable clients stall on hardest and the one most proposals treat as an afterthought.

ABOUT THE EXAMPLES BELOW
The figures and names come from the built-in demo: Marcus Webb, a Halifax freelance web designer building a site for a physio clinic. Type "demo" after setup and you watch the same run happen in front of you before you type a single real number.

WHAT IT DOES (6 JOBS, ONE SKILL)
1. Run the client interview
The questions that surface what the site is actually for, before a single page gets named. Paste a brief instead and it extracts the same fields, then asks only for what's missing.

2. Build the sitemap
Every page has to earn its place, and it cuts the ones that don't out loud, with reasons you can repeat to the client. Deferred pages go on a Later list with the trigger that would add them.

3. Write every word
A box diagram of the section stack above each page, then finished copy inside every section: headlines, body, CTAs, microcopy, form labels, error messages, success messages. Zero placeholder text.

4. Score a site you didn't build
Audit mode puts a number on the redesign conversation: 12 architecture items out of 24, four bands, a keep / merge / cut / new row for every page with the arithmetic shown, the redirect consequence counted, a fix list capped at 10, and the projected score after they ship.

5. Plan the second language
Which languages the client can actually service, the URL pattern as a lookup, the money path translated first, hreflang that lists itself, a switcher that goes to the equivalent page, and per-language keyword rows because the translated word is often not the searched word.

6. Add a page without breaking the site
Update mode keeps the blueprint canonical: the new page earns its place against the original job, the nav stays at six items or names what gets demoted, its term is checked against every locked term, and the deck exports as a versioned file with a what-changed block.

WHAT YOU GET
• Sitemap where every page earns its place
• Final copy — headlines to microcopy, nothing left blank
• Site already exists? Architecture scored out of 24, with the fix list

The complete 7-page example ships in the zip, so you can read the deliverable before you run it:
• The sitemap, with the cut pages and the reasons
• Wireframes drawn as box diagrams, section by section
• Finished copy for every section of every page
• The heading map and the alt text for every image slot, written in the deck
• SEO table, redirect map, and the client content checklist

YOUR FIRST FIVE MINUTES (copy-paste any of these)
› New client site — interview me, then build the blueprint.
› Which pages should this site NOT have?
› audit — score this site's architecture out of 24.
› update — add a Careers page without breaking the SEO.
› demo — read a finished 7-page blueprint.

HOW TO SET IT UP (about a minute)
1. Download the zip and unzip it. Inside: a START-HERE file, INSTALL steps for Claude, and CHATGPT-SETUP for ChatGPT.
2. Claude app: Settings → Capabilities → Skills → Upload skill (or add the files to a Project). Claude Code: drop the folder into ~/.claude/skills/. ChatGPT: follow CHATGPT-SETUP (copy-paste, about two minutes).
3. Type "demo" to watch the skill run on a built-in example. Then give it your own details in plain English.

WHO MADE THIS
The Skill Mastery builds AI skills for working professionals: photographers, filmmakers, creators, marketers and sales teams. We don't start from what AI can do. We start from how the job is actually done, the methods the trade already trusts (here: conversion-first page structure, performance budgets and scope control), the numbers that have to be right, and the mistakes that cost real money. Then we engineer the skill so the AI follows those rules every single time, and we test it the way a buyer would use it: on the built-in demo, on a cold scenario it has never seen, and in a currency other than our own. Every skill ships with a demo mode, a self-check, and a plain list of what it can't do.

WHY NOT JUST ASK THE CHATBOT?
• It finishes the copy. Not an outline with “[insert compelling headline here].” Every section arrives written, which is the difference between a blueprint and a homework assignment.

• It scores before it sells a rebuild. Audit mode's top band forbids recommending one: 20 out of 24 means the architecture is right and the findings are copy-level. The verdict comes with the page-by-page table and the arithmetic, so the client can argue with the reasoning rather than the price.

• Nothing gets invented. Every claim traces to the interview or is marked [CLIENT TO CONFIRM] — visible in the deck on purpose, so it lands on the content checklist rather than going live unchecked.

WHAT IT WON'T DO (read this before buying)
• You get the blueprint and every word. Visual design and the build are still the builder's job, and keyword picks are labelled judgement calls unless you have live search data to hand.
• Step 4b covers the half of accessibility that lives in copy and structure: heading levels, link text that reads on its own, alt text per slot, form labels and messages. Contrast, focus order, target size and ARIA belong to the build, and it never lets a copy deck be sold as WCAG compliance.
• Audit and update modes score architecture from what you supply. Page speed, hosting, security, design quality and current rankings are out of scope, and anything unscoreable shrinks the denominator instead of being guessed.

FAQ
Q: How is this different from just asking Claude or ChatGPT?
A: A chatbot writes a sitemap and some sample copy. Site Architect & Copywriter runs a structured client interview, argues pages out of the sitemap with reasons, draws each page's section stack as a box diagram, writes finished copy for every section with zero placeholders, writes the alt text and the form error messages that nobody else on the project will write, adds an SEO layer within character limits, and ends with the checklist of everything the client still owes you.

Q: Can I see the quality before buying?
A: Yes. The complete Tidewater Physio blueprint ships in the zip — seven pages of finished copy, a heading map on every page, alt text at every image slot including the deliberate empty ones on decorative icons, the per-page keyword sanity table, the deliberately cut Blog page, and the 12-item client checklist. Every title and meta character count was re-verified by script for release.

Q: Does it work on a site that already exists?
A: That's audit mode. It scores 12 architecture items out of 24 — primary job legible, nav discipline, one page per money service, arrival paths, dead ends, the 5-second test, proof, price context, contact friction, titles and metas, one term per page, internal links — then bands the result and returns a keep / merge / cut / new row for every page with the arithmetic stated out loud, such as 14 pages in and 8 out. Every merge, cut and replace is a 301 in waiting, so the redirect count comes with it.

Q: Can it plan a bilingual site?
A: Yes, and it treats that as an architecture decision rather than a word count. It records serve, signpost or skip per language, picks the URL pattern from a lookup (subdirectory by default, ccTLD only for separate legal entities, never a query parameter or an IP auto-redirect), translates the money path first, and states the four rules a bilingual site lives on. Machine-drafted copy always ships marked for a named native reviewer.

Q: Is it a subscription?
A: No. A one-time purchase, yours to keep, updates included.

Q: Do I need a paid Claude or ChatGPT plan?
A: No. The free tiers run it. Paid plans give you longer sessions and stronger models, which is nicer but not required.

Q: Claude or ChatGPT: which should I use?
A: Both are included and both work. Claude gives the fuller experience because skills upload directly; ChatGPT setup is a two-minute copy-paste from the included CHATGPT-SETUP file.

Q: Do I need to know how to code?
A: No. You type in plain English. Setup is upload-a-file, and every step is written out for non-technical people.

Q: Does it work outside the US, in my currency?
A: Yes. It works in your currency, your date format and your market. It never converts or invents exchange rates.

Q: Can I use it for client work?
A: Yes. One purchase is a perpetual single-user licence; everything it produces is yours to use, unrestricted, for your own business or your clients. You just can't resell or share the skill files themselves.

Q: Is my data private?
A: It runs entirely inside your own Claude or ChatGPT account. We never see your numbers, clients or files.

Q: Can I use it on my phone?
A: Set it up once on a computer; after that it works from the Claude and ChatGPT phone apps too.

Q: Do I get updates?
A: Yes, free updates to this version. If a new version ships, message us on Etsy for the update.

Q: What if it doesn't work for me?
A: Digital files can't be returned on Etsy, but message us and we'll make it right, whether that's a fix, a walkthrough or a refund. A real person replies.

PART OF THE WEBSITE SUITE
Also in this shop: Landing Page Builder, Web Freelancer Toolkit, or the full Website Suite bundle at a saving. They share one profile, so you describe your business once and every skill reads it.

INSTANT DIGITAL DOWNLOAD
One .zip file, delivered by Etsy the moment you buy. Nothing physical will be shipped. Free updates for the current version. Questions before or after buying: message us here on Etsy, a real person replies.
Version 2.0.0.

AI disclosure: this toolkit was designed and written by The Skill Mastery with the help of AI tools, then tested by hand (every calculation, template and demo checked). It runs inside Claude or ChatGPT; it is not a standalone app. Not affiliated with Anthropic or OpenAI. Claude and ChatGPT are trademarks of their respective owners.