Score the
whole funnel.
Ten questions across five dimensions. You get a score for each and, more usefully, the one that's holding everything else back.
What to do about it
Why the weakest dimension is the only one that matters
Marketing is a chain, not a checklist. Traffic that lands on an unclear page produces nothing. A perfect funnel with no visitors produces nothing. Effort spent anywhere except the weakest link produces - reliably - nothing.
This is why audits that hand you twenty recommendations change so little. Twenty recommendations means no prioritisation, and no prioritisation means you do the comfortable ones. Usually that's more building, because building is where you're competent, and the thing that's actually broken sits untouched for another quarter.
The five, in the order they bind
- Visibility - can anyone find you? Below roughly 100 visits a month, nothing else can be measured honestly.
- Positioning - do they understand it fast enough to stay? More traffic multiplies this problem rather than solving it.
- Funnel - does understanding become signup, activation, payment? There's usually one specific step doing the damage.
- Measurement - can you tell which of the above is true? If not, every decision you make is a coin flip with four sides.
- Loops - does any of it compound, or does customer 100 cost what customer 1 cost?
This scores what you tell it. Nobody else sees the answers, there's no lead form gating the result, and there's nothing to win by flattering yourself - a scorecard you game just tells you to fix something that isn't broken.