10 questions across 5 dimensions. Find out where your brand's message, audience, and proof are tight — and where they're leaking.
When you describe your product to a new prospect, how often do they say "that's exactly what we need" — without you having to unpack it?
How closely does your acquisition copy (ads, landing pages, cold email) match the language your best customers used to describe their problem before they found you?
How specifically can you describe the trigger event that causes a prospect to actively budget and buy — not just to be interested?
What share of your marketing spend targets audiences who have experienced the trigger event — not just a firmographic match?
How well do you know how your last 10 customers first encountered your brand?
How often does a prospect tell you during the sales process that they'd seen you somewhere before — before the touchpoint you initiated?
How often do prospects ask you to reframe, repackage, or reprice your offer before moving forward?
How clearly can you articulate the specific outcome your buyer expects within 90 days of starting?
If your champion at a prospect company had to justify choosing you to their CFO in a 2-minute brief, how well-equipped are they?
How many inbound inquiries in the last 90 days cited a specific piece of content or proof as what made them reach out?
Prefer to score your site directly instead of self-reporting? Try the URL-based site audit.