How to read your free marketing audit

You do not need a marketing background. Here is what each part of the report means, and why it matters to a local business.

First move

The one thing to fix before anything else.

Why it matters: Most small businesses have ten possible projects and time for one. The report picks the one most likely to bring in calls or bookings, and shows the evidence from your own site.

Landing page

A single page built to get one action, such as a call or a booking. It is not your whole website.

Why it matters: People who arrive from a Google search or an ad want one clear answer and one clear button. A page built for that usually works better than a general home page.

Google listing

The map result with your name, rating, photos, hours and phone number. Its official name is Google Business Profile.

Why it matters: For local businesses this is often the first thing a customer sees, and many choose from it without ever opening your website.

Reviews compared with nearby businesses

Your Google rating and review count next to the businesses that show up for the same search.

Why it matters: Customers compare. A business with far more reviews usually wins the call, and Google tends to show it higher.

Mobile speed

How long your page takes to show its main content on a phone, measured by Google.

Why it matters: Most local searches happen on a phone. If the page is slow, people leave before they see your number or booking button.

Tap-to-call

A phone number that dials when someone taps it on their phone.

Why it matters: If the number is plain text, the visitor has to copy it or remember it. Many will call the next business instead.

Search ads

Paid ads that show when someone searches for what you do, such as "family doctor near me".

Why it matters: You pay when someone clicks. The report only suggests them when your page and listing are ready to turn those clicks into customers.

Skip for now

Things that are common advice but not worth your money yet.

Why it matters: Knowing what not to spend on saves as much as knowing what to do. Each one comes with the reason.

Email settings (SPF and DMARC)

Technical records that prove email sent from your domain really came from you.

Why it matters: If they are missing, your emails to customers are more likely to land in spam. It is usually a quick fix for whoever manages your website or email.

How to know it is working

A short list of numbers to watch, such as calls, booking requests and new customers.

Why it matters: Without them it is hard to tell which effort paid off. They are things you can count without special software.

Keep reading

• Show your work: what a marketing audit should actually check
• Star power: why Google reviews decide who gets the call
• New site or new page? How to tell before you write the check