User Story

As an ambitious but less-technical founder shipping with AI tools, I want the apexyard marketing site to lead with what I get (outcomes — review, guardrails, launch-readiness, one place for my portfolio) instead of how it works (hooks, gates, SDLC-as-code, AgDR), so I can tell within ten seconds whether this is for me, without needing to be an engineer to decode it.

Acceptance Criteria

• Homepage hero rewritten — site/index.html opens with an outcome-led headline + subhead targeting the founder ("Ship AI-built software like a real engineering team — without hiring one." + supporting paragraph). The current "where projects get forged" tagline may stay as atmospheric copy lower on the page, not in the hero.
• Terminal animation moved below the fold on site/index.html (kept as proof for technical evaluators, just not the first impression).
• New three-tile "What you get" section above the terminal animation: (1) Automatic code review, (2) Launch-readiness checks, (3) One place for all your products.
• New "Who this is for" section naming solo founders shipping with AI, non-technical founders managing contractors / small dev teams, small teams with no engineering process yet.
• Mechanism-style proof line replaced with an outcome stat sourced from real GitHub activity on me2resh/apexyard (e.g. PRs merged with code review, issues caught at review, etc. — verifiable, not fabricated).
• Translation table from the brief applied sitewide — every mechanism-led sentence rewritten to outcome-led language across site/*.html, site/*.md.gen, site/llms.txt, site/llms-full.txt, site/skill.md.
• Acronyms stripped or glossed inline on marketing pages — AgDR, C4 L2, STRIDE, DFD, BPMN removed from index.html, architecture.html, skills.html, how-it-works.html. Kept verbatim in docs/ and code.
• Plain-English summary paragraph at the top of site/architecture.html (one paragraph only; the rest stays technical, correctly aimed at engineers).
• site/skills.html regrouped under outcome headings — "Keep quality high", "Stay safe to launch", "See everything at once" (or similar outcome-led groupings) instead of internal categories like "Workflow primitives" or "Specs & decisions". Commands themselves unchanged; only groupings + section intros change.
• New site/how-it-works.html page — full standalone HTML page in the existing brutalist palette + JetBrains Mono, walking a non-technical founder through one realistic day with ApexYard in plain prose. No terminal output, no jargon.
• Navigation wired so /how-it-works.html is reachable from index.html, architecture.html, and skills.html.
• Layered-page principle preserved — outcomes at top of each page, mechanism / proof / technical detail lower. We are not removing the technical content, just re-sequencing.
• No visual design changes — palette (#F4EFE6 cream, #C8321A red), typography (JetBrains Mono), and layout grid stay as-is.

Design Notes

• Scope: copy, tone, page structure only. No product or feature changes. No visual redesign. No new functionality on the static site (still pure HTML/CSS, no JS framework added).
• The terminal animation is excellent proof — it stays. It moves below the fold because it intimidates the target founder as a first impression; it stays on the page because it earns credibility with the technical evaluator the founder will ask to vet the tool.
• /architecture remains technical by design — engineers are the right reader for it. Only the new one-paragraph plain-English summary at the top is added.
• /how-it-works uses the same palette + typeface as the other three site pages to feel native; the prose is the differentiator, not the visual.
• Reference: implementation brief from CEO in conversation on 2026-05-23 — full translation table, page-by-page rewrite guidance, and the "outcomes not mechanisms" test for every sentence.

Out of Scope

• Product / feature changes
• Visual design changes (palette, typography, layout grid)
• New JS or build pipeline on the static site
• Editing acronyms inside docs/ or code (they stay where they're load-bearing)
• Rewriting the per-skill SKILL.md files (those are documentation for adopters / agents, not marketing copy)
• Adopter-facing OG share-preview PNGs (already shipped [Chore] site/ — generate OG share-preview PNGs (3) + favicon binaries (3) #341)

Effort Estimate

Medium — single PR, ~800-1500 lines of copy churn across 8 files + 1 new ~200-300 line HTML page.

Glossary