Run the audit online and leave with a scored report.

Minutes 0 to 10

Where business actually comes from

Which channel earns the revenue, and does the budget agree?

• Export closed deals from the last 12 months

  If you are stuck

  No clean CRM export? Use invoices or bank deposits. Revenue is the number that matters here, and accounting always has it.

• Tag each with its true first touch: referral, search, social, event, outbound

  If you are stuck

  When two touches compete, credit the one that made the buyer aware you existed. A referral beats the ad they saw afterward.

• Total revenue by first touch, not lead count by first touch

  If you are stuck

  Lead counts flatter the cheapest channels. If you only have time for one column, make it revenue.

• Write your current spend beside each channel

  If you are stuck

  Take the last full month and multiply by twelve. Include retainers, tools, and any hours you pay for.

• Circle any channel where spend and revenue disagree by more than 2x

  If you are stuck

  If nothing disagrees by 2x, look again at the channel with no spend beside it. A free channel carrying revenue is the one to fund.

The one channel carrying the most revenue, and the one absorbing spend without it.

Minutes 10 to 20

Whether the site says what the buyer needs

In five seconds, is it clear what you do, who for, and what to do next?

• Read the homepage as a stranger, out loud, once

  If you are stuck

  Read it to someone outside the company if you can. You cannot un-know your own offering, but they can tell you what landed.

• Note what you actually understood in the first five seconds

  If you are stuck

  Write the sentence you actually understood, not the one you meant to write. The gap between them is the finding.

• Confirm the primary action is visible without scrolling, on a phone

  If you are stuck

  Open your own homepage on your phone and hold it at arm's length. If you have to hunt for the action, a buyer will not.

• Load the homepage on mobile data and count the seconds

  If you are stuck

  Turn off wifi and load it on cellular. Anything past three seconds is a real cost, not a technical detail.

• Check the page title and description in a search result preview

  If you are stuck

  Google your company name and read the result as a stranger. If the description is truncated or generic, that is the fix.

The single sentence a visitor should leave with, and whether the page delivers it.

Minutes 20 to 30

What happens after someone raises a hand

How fast is the reply, and does it name a next step?

• Submit your own contact form as a stranger would

  If you are stuck

  Use a personal email address and write like a real prospect. A test submission that says test tells you nothing about the reply.

• Time the acknowledgment, then time the human reply

  If you are stuck

  Use the timestamps on the emails, not memory. Round to the nearest fifteen minutes and write the real number, even when it is embarrassing.

• Check whether either message names a specific next step

  If you are stuck

  A next step names a time, a link, or a person. Looking forward to connecting is not a next step.

• Call your own main number and listen to what a caller hears

  If you are stuck

  Call from your cell, not the office line. Listen for how long it takes to reach a person and whether the greeting is current.

• Confirm form submissions land somewhere a person checks daily

  If you are stuck

  Send one now and watch where it lands. If it only goes to an inbox nobody owns, that is the finding for this pass.

Actual response time in minutes or hours, and who owns it.

Minutes 30 to 40

What search is already giving you

Which pages are one rewrite away from more traffic?

• Open Search Console, last three months, Queries tab

  If you are stuck

  Not set up? That is the finding. Score this pass low, add the property today, and come back in two weeks with real data.

• Sort by impressions and scan for low click-through rows

  If you are stuck

  Low click-through with high impressions means Google is showing you and nobody is choosing you. Usually a title problem, not a ranking problem.

• Note the top three queries with demand and weak clicks

  If you are stuck

  Ignore branded searches for your own name. You already win those, and they hide the queries worth working on.

• Open the pages ranking for them and read their titles

  If you are stuck

  Read the title the way it appears in results, not in your editor. If it does not answer the query, rewrite the title first.

• Check that your sitemap is submitted and returning pages

  If you are stuck

  Check yourdomain.com/sitemap.xml in a browser. If it loads and lists real pages, submit it in Search Console and move on.

Three queries with impressions you are not converting into clicks.

Minutes 40 to 50

What is running on autopilot

Which line items have produced evidence this quarter?

• List every active spend line, tool, subscription, and retainer

  If you are stuck

  The fastest source is last month's credit card statement, line by line. Nobody remembers every subscription.

• Mark each as producing evidence or not producing evidence

  If you are stuck

  Evidence means a number you could show someone: revenue, qualified inquiries, or booked calls. Impressions and activity are not evidence.

• Flag anything unmeasured for a full quarter

  If you are stuck

  If you cannot name what changed because of a line item, it is unmeasured. Being uncertain is the answer here, not a reason to skip it.

• Note any tool nobody has logged into in 30 days

  If you are stuck

  Check seats and last login in the tool itself. Paying for eight seats and using two is the same finding.

• Total the flagged spend so the number is real

  If you are stuck

  Write the monthly figure and the annual figure. The annual number is the one that makes the decision obvious.

The flagged monthly total, and the first line you would cut.

Minutes 50 to 60

Three decisions, not thirty findings

What changes, who owns it, and by when?

• Choose exactly three decisions from everything above

  If you are stuck

  Take your three lowest-scoring passes and pull one decision from each. That is a defensible three without debating the whole list.

• Give each one owner by name

  If you are stuck

  A team is not an owner. If you cannot name a person, the decision belongs to you until you can.

• Give each one date inside the next 30 days

  If you are stuck

  Pick a date you would not be embarrassed to report on. Thirty days is the ceiling, not the target.

• Write what you will stop doing to make room

  If you are stuck

  Something has to go, or nothing changes. The flagged spend from the last pass is the honest place to look.

• Put the review on the calendar before you close the document

  If you are stuck

  Put a thirty minute review on the calendar for the date furthest out and invite the three owners.

Three lines: decision, owner, date. If you cannot write them, run this pass again.