Brand Aesthetics & Identity

 

1. Logo quality & versatility (web, print, social formats)

2. Consistent color palette and typography use

3. Cohesive brand voice and messaging across platforms

4. Quality of imagery and media (stock vs custom)

5. Visual consistency

6. Favicon presence and browser tab branding

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Website UX & Conversion Optimization

 

1. Page load speed (desktop & mobile)

2. Mobile user experience and responsiveness

3. Clear calls-to-action (CTAs) across key pages

4. Navigation simplicity & intuitive layout

5. Conversion funnel (homepage → action) clarity

6. Landing page presence & performance

 

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Performance & Analytics

 

1. Google Analytics 4 (GA4) properly installed

2. Google Tag Manager setup for event tracking

3. Goal tracking (form submissions, purchases, etc.)

4. Heatmaps / session recording tools installed (e.g. Hotjar)

5. Bounce rate & average session duration benchmarks

 

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Website Copy & Messaging

 

1. Above-the-fold messaging clarity

2. Value proposition strength

3. Benefit-driven vs. feature-focused content

4. Keyword optimization (basic SEO readiness)

5. Storytelling / emotional connection in copy

 

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Search Engine Optimization (SEO)

 

1. Meta titles and descriptions on all main pages

2. Header structure (H1, H2) is clean and relevant

3. Image alt text and naming conventions

4. Internal linking strategy

5. Sitemap and robots.txt file present

6. Backlink profile overview (if accessible)

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Outreach & Engagement Strategy

 

1. Email list growth strategy / opt-in points

2. Email automation and welcome series in place

3. Social proof (testimonials, reviews, client logos)

4. Chatbot or direct contact CTA available

 

 

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Social & Google Presence

 

1. Google Business Profile fully optimized (photos, hours, description, reviews)

2. NAP (Name, Address, Phone) consistency across directories

3. Review generation & reputation management system

4. Social media activity & brand consistency

5. Clickthrough Rate (CTR) benchmarks on paid/social posts

6. Engagement metrics on recent social content (likes, shares, comments)

 

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Lead Generation & Funnel Readiness

 

1. Active lead magnets (eBooks, quizzes, free audits)

2. Retargeting pixel installed (Meta/Google)

3. CRM or lead capture platform in use (GoHighLevel, HubSpot, etc.)

4. Follow-up sequence or nurturing automation in place

5. Offer clarity — is the core offer compelling, simple, and visible?

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Marketing Infrastructure

 

1. Email marketing platform setup

2. Ad account structure audit (Google, Meta, etc.)

3. Tracking parameters (UTM) used on campaigns

4. Content calendar or ongoing strategy documented

5. AI or automation tools already in use (if any)

6. Current ROAS