Open the exact artifact
Do not approve from a status badge. Open the merged PRD and the evidence it cites. Confirm the keyword, the pages that deserve to exist, the claims the site will make, and the things it will not do.
- Open Research & documentsFind the current PRD, not a superseded draft.
- Read the cited evidenceCheck demand, competitors, and avoid terms before you accept the page list.
- Decide on the same versionThe gate must name the artifact you reviewed. If a newer draft arrived, reopen it.
When to approve
Approve when the opportunity is real enough to spend a build, the page matrix matches search intent, public claims are ones you will stand behind, and acceptance criteria are testable. Approval starts infrastructure and generation; it does not publish.
When to reject
Reject when the keyword is too broad, the SERP is a poor fit, the site claims a capability you cannot deliver, or the page plan is thin doorway content. Write the reason in the decision. Shipsite returns work to the responsible stage instead of continuing on a bad contract.