Ship the Surface
Your site and every page that points at it
Everything about the site in one evening. The live time goes on the part that's hard to write down — structure, sequence, craft and judgement — with a site scaffolded and deployed on screen as we go. The mechanical half ships as skill files you run yourself: performance passes, OG images, article drafting and programmatic pages.
Workuity Biltmore — 2390 E Camelback Rd, Suite 130, Phoenix, AZ 85016. First Wednesday of the month. Individual event links go live closer to the date; these point at the Ship AI calendars, where every session is listed.
Format: Santos presents and builds live on screen. Bring a laptop and work along if you want to, or just watch — nobody is put on the spot, asked to share, or made to present.
Why this session exists
A marketing site is the one asset every channel points at. Get it wrong and every visitor you earn leaks out of it. Most builder sites fail the same three ways: the hero describes the technology, the proof is adjectives, and there are five competing CTAs. None of those are fixed by a faster build — they're fixed by judgement, which is what the live session is for.
What we cover
- 01
The structure
Sections, the order they go in, and what the page has to accomplish before it earns a scroll.
- 02
Teardowns, live
Good sites and bad ones, pulled apart on screen. Send yours ahead in Discord if you want it looked at.
- 03
Positioning above the fold
The one-liner from session four becomes the hero. If it doesn't survive contact with the page, the positioning was the problem.
- 04
Proof over adjectives, one CTA
What counts as evidence to a stranger, how little of it you need, and cutting everything that competes with the primary CTA.
- 05
The boilerplate handoff
The Next.js setup: routing, metadata, OG images. Enough to get deployed the same night if you're building along — the depth lives in the skill files.
- 06
The content plan
Working backwards from what an ICP searches for to the first twenty pages. Generation itself is a skill file, not a lecture.
- 07
Audit the rest of your surface
The site is one of maybe eight places someone lands. We pull up a real set of profiles and read them cold: what does each one signal, what contradicts the positioning, what is abandoned, what is missing. Most of the damage is a stale bio and a banner from two products ago.
- 08
Set the pages up, one at a time
Handle, bio, banner, pinned post, links, and the one line that has to match the site hero. Done individually rather than blasted, because each platform reads differently. A few done live so you see the pattern.
- 09
Run it agentically
Once the positioning is settled the whole pass is mechanical, so it belongs in Claude Code or the Codex extension rather than an afternoon of tab-switching. Skill files generate the copy per platform, to the right length, from the same brief.
You leave with
The structure of a site that converts, watched being built, plus a repeatable pass for every social page that points at it.
If you want to follow along
Nothing required. If you want to build along: laptop, Node installed, a deploy account you can log into, your positioning brief, a domain if you have one, and logins for whichever social accounts you already have.
What to do afterward
Nothing is required — not to attend, and not to compete in October. But the program compounds if you run the same work on your own product. The suggested output for this session:
05-site/ — afterward, if you want it: your deployed URL, a performance snapshot, and your content map.
Everything is open source. The template repo and its skill files are published — take them and run the process yourself, during the program or years from now. Missed this session? It's archived in Discord, and you can pick the work up whenever.
Skill files for this session
These ship in the open-source template repo and do the mechanical half of the work, so the session can be spent on judgement instead of formatting. Free to take and run whether you make it to the room or not.
/site-structure/landing-copy/site-scaffold/og-image/perf-pass/content-map/programmatic-pages/article-draft/social-audit/social-profile
This is one of the two sessions where the Next.js boilerplate lands. Up to here the program runs light — skill files and whatever stack you already use.
Join the community online
Session recaps and the archive, mentor questions between Wednesdays, and everyone else's work in progress. Free, and where most of the program actually happens.