Website content guide & voice

Owns the how it says it layer of a new site: tone of voice and EEAT signals, captured in the per-site docs that everything downstream reads. Positioning (what you offer, for whom, the market category) is owned by website-positioning and worked out first; this guide reads it from POSITIONING.md and must stay consistent with it — it does not redefine it.

Outputs

• CONTENT_GUIDE.md (from ~/.claude/skills/new-website/templates/content-guide.md) — ToV rules, EEAT checklist, page inventory with target titles, per-page-type copy templates, new-page checklist. Reads positioning/audience from POSITIONING.md.
• POSITIONING.md is owned by website-positioning; this guide consumes it and must not restate the positioning (single source of truth).
• BRAND.md is owned by website-design-system, but its positioning line comes from POSITIONING.md — keep them consistent.

How to use