Capabilities
Every capability, explained before you sit it
Each capability is one standard: what it covers in plain English, what each level asks of you, and what counts as evidence. It is the same wording a verifier marks against.
Web
3 capabilities
API and Integration Work
CAP-WEB-002Making two systems pass data to each other reliably, including when one fails.
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Front-end Implementation
CAP-WEB-001Building the interface a designer drew, so it works on real devices.
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Testing and Quality Assurance
CAP-WEB-003Catching what breaks before a customer finds it.
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Design
3 capabilities
Accessibility and Inclusive Design
CAP-DES-003Making an interface usable by people who are not like you.
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Interface and Interaction Design
CAP-DES-002Designing a screen so the next step is obvious to the person using it.
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User Research
CAP-DES-001Finding out what users actually do, rather than what they say they would do.
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Marketing
4 capabilities
Analytics and Reporting
CAP-MKT-001Turning what happened in a channel into numbers a colleague can act on.
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Campaign Planning
CAP-MKT-002Deciding who a campaign is for, what it says and how you will know it worked.
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Marketing Automation
CAP-MKT-004Building the messages that go out on a trigger, without someone sending them by hand.
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Positioning and Messaging
CAP-MKT-003Saying plainly what a product is for and who it beats, in the customer's words.
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Content
4 capabilities
Content Briefing
CAP-CNT-001Writing the short document that tells a writer exactly what a piece has to do.
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Editing and Proofreading
CAP-CNT-003Making another person's draft accurate and clear before it goes out.
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Editorial Planning
CAP-CNT-004Deciding what gets published and when, and why that mix is the right one.
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Long-form Writing
CAP-CNT-002Writing the article, guide or report that earns the read.
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Data
4 capabilities
Dashboard and Reporting Design
CAP-DAT-002Building a view of the numbers that a team actually uses to decide.
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Data Analysis (SQL)
CAP-DAT-001Getting answers out of a database yourself, without waiting for someone else.
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Data Quality and Governance
CAP-DAT-004Knowing whether the numbers can be believed, and fixing them when they cannot.
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Experiment Design
CAP-DAT-003Testing a change so that the result actually means something.
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SEO
5 capabilities
Link and Authority Building
CAP-SEO-005Earning the links and mentions that a search engine counts as a reason to trust a site.
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On-page Optimisation
CAP-SEO-003Making a single page a better answer to the query it should win, without spoiling it for a reader.
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SEO Strategy and Roadmapping
CAP-SEO-004Choosing where a site should try to win search, and in what order to do the work.
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Search Intent Analysis
CAP-SEO-001Working out what someone typing a query really wants, before anyone writes or builds anything.
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Technical SEO Diagnosis
CAP-SEO-002Finding the technical faults that stop a site being found by a search engine, and getting them fixed.
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Paid Media
2 capabilities
Delivery
3 capabilities
Project Scoping and Estimation
CAP-DEL-001Saying what a piece of work needs before anyone promises a date.
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Stakeholder Communication
CAP-DEL-002Getting a decision from people who are not in the work with you.
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Team Mentoring
CAP-DEL-003Making the people around you better at the work.
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