Skills in the Skills Directory
Skills in the Skills Directory teach Optimizely Opal how your organization or you work. Click a skill's name to see what it does, what you need to provide during setup, and how to use it. For how to browse and install skills, see Skills Directory overview.
Skills are one of two types:
- Org – Applies to everyone in your organization. An administrator installs and configures it.
- Personal – Applies only to you. Any user can install and configure it.
Every skill listed here requires setup. Opal collects the information it needs in a chat when you click Install.
Note
Opal Administrators, Agent Builders, and users with the Add, edit, and install specialized agents attribute for a custom role can add agents to their organization's Optimizely Opal instance. See Add users and set permissions.
Skills
Accessibility Guidelines skill – /accessibility-guidelines
- Description – Sets your organization's web accessibility standards so every page meets inclusion targets while also improving SEO and AI search visibility.
- Type – Org
Behavioral Persuasion Framework skill – /behavioral-persuasion-framework
- Description – Grounds your marketing in the behavioral science behind enterprise buying decisions, covering cognitive biases, social proof, loss aversion, anchoring, scarcity, and reciprocity.
- Type – Personal
Brand Voice Guidelines skill – /brand-voice-guidelines
- Description – Enforces your brand's tone, style, and grammar rules across every piece of content your team produces, automatically rewriting anything that doesn't meet the standard.
- Type – Org
Branded PowerPoint skill – /branded-powerpoint
- Description – Reads your organization's master PowerPoint template once and creates a permanent deck-building skill that generates presentations using your exact colors, fonts, and layouts every time.
- Type – Org
Brief Best Practices skill – /brief-best-practices
- Description – Defines your ideal brief structure, covering target audience, goals, related links, and financial impact, and applies it to every campaign and content brief to ensure consistency and the right inputs.
- Type – Org
Competitive Positioning skill – /competitive-positioning
- Description – Logs your key competitors and the positioning angles that resonate most with customers, so your team always knows how to differentiate in any conversation or piece of content.
- Type – Org
Event Planning skill – /event-planning
- Description – Captures your event playbook, including booth design, messaging priorities, and collateral standards, so every in-person appearance is consistent, on-brand, and easy to brief.
- Type – Personal
Experiment Best Practices skill – /experiment-best-practices
- Description – Applies your organization's testing methodology and quality standards so every experiment is designed, run, and analyzed the way best-performing teams do it.
- Type – Org
GA4 Report Guidelines skill – /google-analytics-report-formatting
- Description – Configures your GA4 reporting settings, including hostname filters, key conversion events, default date ranges, and primary metrics, so every analytics report reflects your preferred configuration.
- Type – Org
Google Ads Report Guidelines skill – /google-ads-report-formatting
- Description – Turns raw Google Ads account data into a prioritized audit of what to pause, scale, and fix, with the estimated dollar value of each action clearly surfaced.
- Type – Org
Ideal Customer Profile skill – /ideal-customer-profile
- Description – Captures your key buyer personas and ideal customer profile so every piece of content and outreach is grounded in the right pain points, motivations, and problem-solution framing.
- Type – Org
Keyword Strategy skill – /keyword-strategy
- Description – Maintains your target keyword list, including volume data and visibility gaps, so every content creator and agent-assisted workflow is aligned to the same search strategy.
- Type – Org
LinkedIn Ads Report Guidelines skill – /linkedin-ads-report-formatting
- Description – Transforms raw LinkedIn Ads data into ranked, dollar-quantified recommendations on which campaigns to scale, hold, fix, or pause, replacing passive metric recitations with actionable decisions.
- Type – Org
Messaging Framework skill – /messaging-framework
- Description – Maps your products and brands to the right messages for the right audiences, so your team always knows which story to tell and when to tell it.
- Type – Org
Org Chart skill – /org_chart
- Description – Maps your team's structure, responsibilities, and escalation paths so anyone can quickly identify the right person for any task or decision.
- Type – Org
Org OKRs skill – /org-OKRs
- Description – Keeps your company's goals and key results in context so every team decision, campaign, and deliverable is aligned to what the business is working toward.
- Type – Org
Personal OKRs skill – /personal-OKRs
- Description – Stores your personal goals and key results so every task and output can be prioritized against what matters most to you right now.
- Type – Personal
Product Positioning skill – /product-positioning
- Description – Builds and maintains a single, versioned source of truth for your product's category, differentiation, competitive stance, and proof points, available to every downstream marketing workflow.
- Type – Org
Report Template Configuration skill – /report-template-configuration
- Description – Configures reporting templates to reflect your specific business metrics and presentation conventions, so every report is structured the way your team needs it.
- Type – Personal
Salesforce Report Guidelines skill – /salesforce-report-formatting
- Description – Ensures pipeline reports are accurate by annualizing and currency-converting deal values at the line-item level before aggregating, so revenue figures are never overstated or misrepresented.
- Type – Org
UTM Measurement skill – /utm-measurement
- Description – Standardizes your campaign tracking parameters and attribution conventions so web traffic is measured consistently across every channel, team, and tool.
- Type – Org
Video Production Planning skill – /video-production-planning
- Description – Guides video content planning from script ideation to thumbnails and descriptions, informed by the formats and topics that have already performed well for your channel.
- Type – Personal
Voice of Customer Synthesis skill – /voice-of-customer-synthesis
- Description – Analyzes customer interviews, NPS comments, review site data, support tickets, and win/loss notes to surface structured themes, personas, jobs-to-be-done maps, and ready-to-use quote banks.
- Type – Personal
Web Copy Guidelines skill – /web-copy-guidelines
- Description – Validates headlines, subheads, and CTAs for web page variations against your voice, grammar, claims, and cadence rules, rewriting or removing anything that conflicts.
- Type – Org
Website Best Practices skill – /website-best-practices
- Description – Defines your ideal landing page formats, structure, and design principles so pages can be built consistently and efficiently across teams.
- Type – Org
Note
If you use Opti ID, administrators can turn off generative AI in the Opti ID Admin Center. See Turn generative AI off across Optimizely applicationsTurn generative AI off across Optimizely applications.