Local business website skills compared: SEO, CRO

A Montréal plumber asks a coding agent for a website and gets a hero that says "Welcome", three service cards, a testimonial nobody gave, and a contact form below the fold. There is no price, no phone link on mobile, no structured data and no French version. Good skills exist for parts of this job, most of them for SEO or conversion, and one for the look. For a new local business site I start with vitrine from molveau/skills, a playbook that lists what such a site needs (offer, prices, booking, proof, local SEO, two languages, Law 25, speed) and says in which order to apply the other skills. It does not audit SEO in depth. Once the site exists and needs a diagnosis, claude-seo or Garrett Smith's local SEO skills go much further, and the sections below say when.

The contenders

Skill	Author	Licence	Best at	Lacks
claude-seo	Agrici Daniel	MIT	A deep SEO audit, with skills for local search, hreflang, schema and technical checks	Building the site; Québec specifics; some features need paid APIs
marketingskills	Corey Haines	MIT	Conversion, offers and an SEO audit with honest local references	One order of work; its examples lean toward SaaS
localseoskills	Garrett Smith	MIT	Ongoing local SEO work: Business Profile, reviews, citations, service areas	The site itself; many skills wrap paid tools
frontend-design	Anthropic	Apache-2.0	A distinct visual direction and one memorable moment	Offer, prices, booking, SEO, languages and law
vitrine	Molveau Studio	MIT	What a local business site needs, in order, for Québec and elsewhere	SEO depth and scripts; it hands every step to other skills

Each one, fairly

claude-seo, by Agrici Daniel

claude-seo is a large set of SEO skills. seo-local covers the Business Profile, consistent name, address and phone, citations, reviews, local schema, location pages and a mode for businesses that serve an area rather than a storefront. seo-hreflang checks locale formats and content parity between languages, and seo-schema and seo-technical cover the rest. It audits a site; it does not tell you how to build one. It ships many scripts, mostly Python, and its maps features rely on paid APIs. I found nothing specific to Canada or Québec in its local and hreflang skills. Install it when the site is live and you want a full diagnosis.

marketingskills, by Corey Haines

These skills are written for founders and marketers. cro covers home pages, landing pages and contact forms, offers structures what is sold, and seo-audit has three local references that are honest about service areas: no fake addresses, no city pages that only swap the town name. schema includes LocalBusiness. The material is spread over several skills with no build order, and most examples come from SaaS. Use it when the offer and the copy are the weak point.

localseoskills, by Garrett Smith

A collection of local SEO skills for agencies: Business Profile optimisation and posts, local-schema for LocalBusiness JSON-LD, local-landing-pages, service-area-seo, review management, citations and multi-location work. Many of the skills wrap paid tools such as BrightLocal, Whitespark or Semrush. I read the list and two of the skills, not all of them. It suits the months after launch, when local rankings are a job of their own.

frontend-design, by Anthropic

Anthropic's skill asks for a plan before code (tokens, a layout sketched in ASCII, checked against the brief), lists the default treatments to avoid, and puts motion into "a single orchestrated moment", the same rule I apply on a showcase site. It sets a quality floor: responsive, visible focus, reduced motion. It says nothing about prices, booking, proof, SEO, a second language or privacy, so it pairs with a playbook. Impeccable's Persuade mode goes further on the same ground for marketing pages.

What vitrine adds

• A direction gate for a local business. Five lines before any code, with the moments taken from the trade: a real photo of the work or the people, or a price list set like the document the trade prints. The second-order defaults are named and refused, including hero, services, reviews, service area and contact in that order with no argument for it.
• Nine things the site needs. One offer per page, a price or a "from" price kept in one data file, booking or contact in one step, specific proof, local SEO basics, a speed budget (LCP under 2.5 s on a throttled phone), two languages when the market has two, Law 25 for Québec, and at most one signature motion.
• Local SEO that matches the prices. One LocalBusiness block whose price range matches the posted prices, FAQPage on one canonical page only, area pages with local content, and a Business Profile with the same name, address and phone as the site.
• An order of work. Offer and proof before design, then direction and tokens, a mockup at desktop and 390 px, pages with real content, SEO and schema, then french-typography and loi-25-website, a speed pass, and anti-slop last.
• Honest limits. One file, no script, no audit. It delegates the detail to the Design and Québec bundles, so installed alone it names skills your agent may not have. For an SEO diagnosis of a live site, use one of the SEO collections above.

Install

The skill alone, with the skills CLI:

npx skills add molveau/skills -s vitrine

The playbooks bundle (saas, vitrine and workflow):

npx skills add molveau/skills -s saas -s vitrine -s workflow

In Claude Code, all eleven skills as one plugin:

/plugin marketplace add molveau/skills
/plugin install molveau-skills@molveau

Every skill and bundle is on the skills page, and the source is at github.com/molveau/skills. Related reading: the Law 25 skills comparison, the French typography skills comparison and, for buyers, what a website costs in Québec.

Checklist

• The first screen states the offer, the audience, the place and one primary action.
• A starting price and what it includes are on the site, and the JSON-LD says the same.
• A phone link and a short form work in one step on mobile, and the confirmation says when the reply comes.
• Three real, specific proofs, with names and dates or links.
• French and English carry the same content, and the French passes the typography check.
• LCP is under 2.5 s on a throttled phone, and the Law 25 report has no open fix.