Marketing audit checklist

Offer

• You can say who it's for in one sentence. A specific customer, not "anyone who needs it".
• The result is clear. What changes for the customer, in their words.
• The price makes sense to the buyer. They can see what they get for it and why it's worth it.
• There's a reason to act now. A real one, not a fake countdown.

Website

• The home page answers "is this for me?" fast. Headline, who it's for and the next step, above the fold on a phone.
• Every page has one main next step. Book, buy or enquire.
• Contact and checkout work. You tested them yourself this month, on a phone.
• Proof is real and visible. Genuine reviews, photos or examples, where people make the decision.

Getting attention

• You know where customers come from. Ads, search, referrals, social, word of mouth, roughly in what share.
• Ads are measured against profit. Break-even ROAS or target cost per lead, not just clicks.
• Search basics are covered. Business profile filled in, pages titled for what people search, site works on phones.

Follow-up

• Every lead lands in one place. One inbox, sheet or CRM.
• You know your reply time. Measured, not guessed.
• Leads who don't reply get followed up. A planned sequence over days, not one attempt.
• Messages follow CASL. Consent, identification and a working unsubscribe on commercial messages.

Numbers

• You know your margin. What's left from a sale after direct costs.
• You know what a customer costs to win. All marketing spend divided by new customers.
• You know what a customer is worth. First sale and repeat.
• You review them on a schedule. Weekly or monthly, same numbers, same place.

From Paul Rammeloo, paulrammeloo.com. Free to print and share.