Brand & positioning
0 / 8If a stranger can't describe your brand back to a friend after one visit, this is where you start.
Can you state your positioning in one sentence that doesn't sound like marketing fluff?
e.g. "We do X for Y who want Z." If it has the word "leading" or "innovative" in it, it's fluff.
Does your homepage explain what you do in the first three seconds?
Test: show a stranger the top of your homepage. Ask them what you do. Time the answer.
Can you name three things your competitors won't or can't say about themselves that you can?
If you can't, you don't have a differentiated brand yet.
Is your messaging consistent across site, ads, organic social, and sales materials?
Same words. Same value props. Same tone.
Have you defined your target audience specifically, beyond "small businesses" or "B2B"?
"Practice managers at independent dental practices in the Midwest with 4–12 chairs." That kind of specific.
Could a customer accurately describe your brand to a friend, in their own words?
Ask one. If their description doesn't match yours, you have a messaging gap.
Have you reviewed and refined your core messaging in the last 12 months?
Brands age. Reviewing once a year is the minimum.
Do your brand assets (logo, type, color, voice) feel like they came from one source, not five different freelancers?
If your social, deck, and site all look like different brands, the answer is no.
Website & conversion
0 / 8Your site is on duty 24/7. Most are not pulling their weight.
Does your site load in under 2.5 seconds on mobile?
Run it through PageSpeed Insights. If it's not green, it's slow.
Is your primary CTA the same across the site and visually dominant?
One CTA per page. The same CTA across the site. No competing buttons.
Have you tested at least one landing page variant in the last 6 months?
If you haven't tested anything, you're just guessing.
Are your forms under five fields wherever the conversion event matters?
Every field cuts your conversion rate. Audit every field.
Can a stranger figure out what you do from your homepage without scrolling?
"Above the fold" still matters. Especially on mobile.
Is analytics actually configured, and is someone looking at it at least weekly?
Installed isn't the same as used. Reports nobody opens don't count.
Is your site fully responsive AND tested on a real phone in the last 90 days?
DevTools mobile preview isn't the same. Use a real device.
Have you reviewed your top exit pages and tried to fix the worst one?
Your highest-traffic page with the worst exit rate is your easiest CRO win.
Email & lifecycle
0 / 7Email is the cheapest channel and almost everyone underinvests in it.
Do new contacts get an automated welcome series of at least three emails?
If your first email after signup is a newsletter blast, you're missing the highest-engagement moment of the relationship.
Are you segmenting your list, not blasting everyone the same thing?
Even two segments is better than one.
Do you have an abandoned-cart or abandoned-form sequence (if applicable)?
For ecomm this is non-negotiable. For B2B forms, it's a 10x ROI.
Are you sending at least one marketing email per month, every month, without skipping?
Consistency is the channel. One-off sends train your list to ignore you.
Are your open rates above 25% and click rates above 2.5%?
If they're below this for three months running, the list is sick.
Have you A/B tested at least one subject line in the last 90 days?
Cheapest test in marketing. No excuse not to.
Do you have a post-purchase or post-conversion follow-up sequence?
The minute after a conversion is your highest-trust moment. Most teams waste it.
Paid media & performance
0 / 7If you're spending money on ads and you can't answer these from memory, you're flying blind.
Can you state your blended CAC from memory, right now?
If you have to look it up, the answer is no.
Are you tracking conversions through to revenue, not just leads?
Lead volume without revenue tie-back is a vanity metric.
Have you turned off any underperforming campaigns or ad sets in the last 30 days?
If everything is still running, you're not managing; you're just spending.
Have you launched at least one new ad creative variant this month?
Ad fatigue is real. No new creative = declining performance.
Do you have negative keywords or audience exclusions actively maintained?
If your negatives list hasn't grown in 90 days, you're paying for irrelevant clicks.
Can you point to one paid channel that is profitable on a 30-day attribution window?
If your story requires 180-day blended attribution to look good, it's not paid working; it's brand pulling.
Are you bidding (or deliberately not bidding) on your own brand terms, with a reason?
There's no universally right answer. There IS a wrong answer: "I never thought about it."
Want help fixing the bottom three?
Send us your audit. A 30-minute call usually closes half of them.