Is Your Marketing Actually Working?
The 15-Point Audit Every Business Owner Needs
puremarketing.ai
This checklist covers the 5 areas that determine whether your marketing is building your business or burning your budget: Website Performance, SEO Health, Social Media, Paid Advertising, and Email Marketing. Score yourself honestly — 1 point for each item you pass. Your total reveals exactly where you stand.
Section 1: Website Performance
5 Points | Your website is your digital storefront
Page Load Speed
Does your website load in under 3 seconds on desktop and mobile?
Go to Google PageSpeed Insights and enter your URL
Check both Mobile and Desktop tabs
Performance score: 90+ desktop, 70+ mobile
Largest Contentful Paint under 2.5 seconds
Mobile Responsiveness
Does your site look and function properly on phones and tablets?
Open your site on your actual phone
Try key actions: find phone number, fill a form, read a service page
Use Google’s Mobile-Friendly Test
Clear Call-to-Action on Every Page
Can a first-time visitor identify what action to take within 5 seconds?
Every page has ONE primary CTA
CTA is visually distinct (contrasting color button)
CTA copy is specific (“Get Your Free SEO Audit” not “Submit”)
CTA is above the fold
SSL/Security Certificate
Does your site show HTTPS with a padlock and no browser warnings?
Padlock icon in browser address bar
SSL Labs grade A or A+
HTTP auto-redirects to HTTPS
Contact Information Visibility
Can a customer reach you within 2 clicks from any page?
Phone number in header, clickable on mobile
Contact form on homepage or 1 click away
Physical address visible
Form actually delivers to your inbox (test it)
Section 2: SEO Health
3 Points | How strangers find you
Google Business Profile Optimized
100% profile completeness
25+ photos uploaded
50+ reviews, 4.5+ star average
Owner responds to ALL reviews within 48 hours
Weekly posts published
Ranking Top 20 for Target Keywords
Search your top 5 keywords + city in incognito mode
Appearing in top 20 for 3+ service keywords
Search Console impressions growing monthly
Consistent NAP Across Directories
Name, Address, Phone identical everywhere
No duplicate listings
Present in 20+ directories
Section 3: Social Media
3 Points | Your brand’s personality in public
Posting 3+ Times Per Week
Count posts in last 30 days, divide by 4
Consistent cadence (no 2+ week gaps)
Mix of educational, behind-the-scenes, promotional, social proof
Engagement Rate Above Industry Average
Restaurants: 1.5-3.0% | Med Spas: 1.0-2.5% | Fitness: 1.5-3.5%
Home Services: 0.8-2.0% | Pet Businesses: 2.0-4.0%
Engagement rate = (Engagements / Followers) x 100
Average across last 20 posts
Engagement trending upward over 90 days
Social Media Driving Website Traffic
Social accounts for 5-15% of total website traffic (GA4)
Social bounce rate below 65%
Using UTM parameters to track performance
Section 4: Paid Advertising
2 Points | The accelerant (or the cash burner)
ROAS Above 3x
ROAS = Revenue from Ads / Ad Spend (last 90 days)
ROAS of 3x+ for most campaigns
Conversion tracking properly set up
Restaurants: 3-5x | Med Spas: 4-6x | Fitness: 3-4x | Home Services: 3-5x
Landing Pages Match Ad Messaging
Ad headline matches landing page headline
Offer in ad is front and center on landing page
Dedicated landing page (NOT homepage)
Landing page has ONE clear action
Section 5: Email Marketing
2 Points | The only channel you fully own
Growing Your Email List Monthly
Net positive subscriber growth every month
Monthly growth rate of 2-5%
Multiple acquisition channels feeding the list
Unsubscribe rate below 0.5% per send
Email Open Rate Above 20%
Restaurants: 19-22% | Beauty: 17-20% | Fitness: 20-24% | Home: 18-22% | Pet: 22-26%
Average open rate across last 10 sends: 20%+
Click-through rate of 2-5%
Bounce rate under 2%
Spam complaint rate under 0.1%
Your Marketing Score
Score 0-5: “Emergency Mode”
Your marketing has critical gaps actively costing you customers and revenue. The good news: the biggest improvements come from fixing fundamentals.
- Fix your website (speed, mobile, CTAs, SSL)
- Claim and optimize your Google Business Profile
- Set up basic email capture
Score 6-10: “Room to Grow”
You have some pieces in place, but meaningful gaps are preventing compounding. Focus on your weakest section first.
- Close the gaps in your weakest section
- Connect your channels (social -> website -> email -> conversions)
- Start measuring everything
Score 11-15: “Strong Foundation”
Your marketing fundamentals are solid. Now optimize, scale, and outperform competitors.
- A/B test highest-traffic pages for conversion improvements
- Implement advanced email segmentation
- Build retargeting campaigns for the 97% who don’t convert first visit
Ready for Your Custom Action Plan?
Book a free strategy call with PMG. We’ll walk through your specific audit results and build a 90-day roadmap — whether you work with us or not.