- Claude Code “skills” are small folders (a
SKILL.mdplus scripts and references) that Claude loads on its own when a task matches. You install them once and stop re-explaining yourself. - Three design skills do most of the work of an in-house designer on landing pages: Impeccable (Paul Bakaus), Emil Kowalski’s design-engineering skill, and Taste (Jay Feldman). Together they stop AI-built pages from looking AI-built.
- The rest of a marketer’s week is data, decks, assets, AEO, and staying on brand voice. Anthropic’s own
xlsx,pptx, andcanvas-designskills plus community skills likeaeoandlandingcover that. - None of this replaces a designer or an analyst. It removes the 80% that was rote so you spend your time on the 20% that needs judgment.
Questions this article answers:
- What is a Claude Code skill, and why should a marketer care?
- Which design skills fix AI-generated landing pages?
- Are these skills official or community-made?
- How do I install a Claude Code skill?
Most marketers met Claude through a chat box. You paste a brief, it writes copy, you copy it back out. Skills are the upgrade. A skill is a packaged capability that Claude Code pulls in automatically when the task fits, so the agent already knows your design system, your brand voice, or how to build a deck before you ask. You set it up once instead of re-explaining the rules every session.
That matters for marketing specifically because the work is broad and shallow in a lot of places. You need a landing page that does not look like a template, a campaign sheet pivoted three ways, a client deck by Thursday, and ad copy that sounds like you wrote it. Skills let one person cover that ground without an agency on retainer for every piece. Here are the ten worth installing, starting with the three that fix the thing AI is worst at: making something look designed.
1. Impeccable: The Design Source of Truth That Ends AI Slop
Impeccable is the most-installed design skill in the Claude Code ecosystem, built by Paul Bakaus, a former Google developer advocate and the original creator of jQuery UI (Impeccable on ClaudePluginHub). It solves the problem every marketer hits when they build a page with AI: the code works, but the spacing is random, the type is generic, and the colors clash. The community calls it “AI slop,” and it is the tell that no one designed the page.
Impeccable audits your project, captures your brand personality through a short discovery step, then holds every later edit to that standard. It ships with steering commands like /audit, /polish, and /critique, plus anti-pattern files that tell the model exactly what not to generate, and house rules like the 8-pixel spacing grid that makes a layout read as clean (Impeccable review, Emelia). For a marketer shipping landing pages, this is the closest thing to a design director who never sleeps.
2. Emil Kowalski’s Design-Engineering Skill: Motion That Feels Right
Emil Kowalski is the designer behind Sonner and Vaul, and he turned his writing on interface craft into a single skill for coding agents (emilkowal.ski/skill). Where Impeccable governs layout and brand, this one governs motion: when something should animate, how fast, and with what easing.
The specifics are the point. It recommends button feedback in the 100 to 160 millisecond range, dropdowns at 150 to 250, and modals at 200 to 500, steers the model away from ease-in for interface motion, adds press feedback so a button feels clickable, and respects prefers-reduced-motion so you do not make anyone seasick (emil-design-eng SKILL.md). Static pages convert; pages that feel alive convert and get remembered. This is how you get the second one without hiring for it.
3. Taste: The Anti-Slop Quality Layer From a Marketer
Taste comes from Jay Feldman of Lead Gen Jay, which is worth noting because it was built by someone who sells, not just someone who designs (Taste skill, Lead Gen Jay). It is a quality-enforcement layer that sits on top of whatever you are building and strips out generic AI aesthetics.
What makes it useful for a non-designer is the presets. Taste ships with style archetypes, Standard, Soft-Premium, and Editorial-Minimal, plus intensity dials and motion standards, so you can say “make this Soft-Premium” instead of trying to describe a feeling. If Impeccable is your design system and Emil’s skill is your motion engineer, Taste is the art director doing a final pass before anything ships. Running all three is not overkill. They cover different layers of the same problem.
4. landing: A One-File Landing Page You Can Ship Today
The landing skill is a single-file HTML landing-page generator with a handful of built-in design styles and a brand-palette validator that checks your colors before you ship (alirezarezvani/claude-skills). For a paid-acquisition team, the value is speed: you can stand up a clean, on-brand test page for a new angle in an afternoon instead of waiting on a design queue. Pair it with the three skills above and the output stops looking like a generator made it.
5. aeo: Get Cited by ChatGPT, Perplexity, and AI Overviews
Search is splitting into two games. One is ranking, the other is getting quoted by the answer engines, and the aeo skill is built for the second (alirezarezvani/claude-skills). It runs an E-E-A-T audit on a page and tracks citations across several large language models, so you can see whether your content is actually being pulled into AI answers or passed over for a competitor.
If you have watched your own pages get scraped but not cited, this is the diagnostic. It tells you whether the problem is that the engines cannot retrieve you or that they retrieve you and quote someone else, which are opposite fixes.
6. xlsx: Your Campaign Data, Pivoted Without the Pivot Table
This one is official, from Anthropic, and it is the least glamorous skill on the list and maybe the most used (Anthropic skills). The xlsx skill creates and analyzes Excel files with real formulas, formatting, and charts. Hand it a messy spend export and ask which campaigns drifted on cost per lead this week, and it builds the sheet rather than guessing at the math.
A note from running these in our own work: when the numbers matter, make the tool do the arithmetic, not the chat. A skill that writes a real formula is more trustworthy than a model adding columns in its head.
7. pptx: The Client Deck, Built From the Data
Also from Anthropic, pptx creates and edits PowerPoint with layouts, charts, and templated slides. For an agency, the use is obvious: the quarterly review deck. Point it at the performance numbers and a template, and the first draft of the QBR is done before you have made your coffee. You still edit for story. You no longer build slides by hand.
8. canvas-design: One-Pagers and Infographics as PNG or PDF
canvas-design is Anthropic’s skill for designing visual art as .png and .pdf files using real design principles, not just dumping text on a background. Marketers reach for it for the things that fall between “needs a designer” and “needs nothing”: a one-page offer sheet, a simple infographic, a lead magnet cover. It produces something you would actually send a client.
9. web-asset-generator: The Boring Assets That Eat an Afternoon
The web-asset-generator skill produces favicons, app icons, and social and Open Graph images (travisvn/awesome-claude-skills). None of this is hard. All of it is annoying, and it always lands on the marketer. Open Graph images alone, sized right for every platform, can kill an hour. This skill returns the hour.
10. brand-voice-analyzer: Keep Every Piece Sounding Like You
The last gap skills close is consistency. The brand-voice-analyzer tool reads an article and analyzes its tone and style against your voice (alirezarezvani/claude-skills), which matters the moment more than one person, or more than one model, is writing for the brand. It is the difference between a blog that reads like one operator and one that reads like five freelancers. If you have ever rewritten a contractor’s draft because it was technically fine but did not sound like you, this is the skill that catches it before you do.
How to Actually Use These
A skill is just a folder with a SKILL.md file and supporting scripts. Claude Code discovers the ones you have installed and loads them when a task matches, so there is no command to memorize. The official skills (xlsx, pptx, canvas-design) come from Anthropic; the design and marketing skills above are community-built and install from their own repositories or from a skills marketplace. Curated lists like travisvn/awesome-claude-skills and VoltAgent/awesome-agent-skills are the fastest way to find and vet them.
The honest framing: none of these replace a designer, an analyst, or a copywriter. They remove the rote 80 percent so a small team punches above its size, and they free the humans for the 20 percent that actually needs taste and judgment. Start with the three design skills if you ship landing pages. Add the data and deck skills next. The rest you will install the first time the boring version of the task lands on your desk.
Frequently Asked Questions
What is a Claude Code skill, and why should a marketer care?
A Claude Code skill is a folder containing instructions, scripts, and reference files that Claude Code loads automatically when a task matches it. For a marketer, it means the agent already knows your design system, brand voice, or how to build a deck before you ask, so you set the rules once instead of re-explaining them every session. The practical payoff is doing design, data, and content work that used to require a specialist or a vendor.
Which design skills fix AI-generated landing pages?
Three skills together: Impeccable establishes a design source of truth and enforces it, Emil Kowalski’s design-engineering skill handles motion and micro-interactions, and Taste runs a final quality pass to strip generic AI aesthetics. Layout, motion, and finish are different problems, so running all three is reasonable rather than redundant.
Are these skills official or community-made?
Both. xlsx, pptx, and canvas-design are official Anthropic skills. The design skills (Impeccable, Emil Kowalski’s, Taste) and the marketing skills (aeo, landing, brand-voice-analyzer) are community-built and install from their own repositories or a skills marketplace. Vet a community skill before you install it the same way you would any dependency.
How do I install a Claude Code skill?
Skills live as folders that Claude Code reads. Official skills are available through Claude directly; community skills are installed from their source repositories or a marketplace. Curated lists such as travisvn/awesome-claude-skills and VoltAgent/awesome-agent-skills collect the vetted ones with install instructions for each.
If you are a marketing team trying to figure out where AI actually saves time versus where it just makes more cleanup, that is the work we do every day at Elevarus. Book a free consultation and we will walk through which of these fit your stack and which are noise.
