Diagnostic checklist

Marketing audit checklist: inspect in a useful order

Use this marketing audit checklist to inspect the system in order, record evidence, and identify the first fixes. Mark each item present, unclear, or needs investigation. Those labels describe the review; they do not claim performance.

Goals, audience, offer, and alignment

[ ] Is the current business goal written in plain English?
[ ] Is the intended customer specific enough to recognise?
[ ] Is the offer and next action clear?
[ ] Do current activities support the stated goal?
[ ] Is an owner responsible for the next decision?

For the broader strategic frame, link to marketing strategy; this checklist is for diagnosis.

Message, positioning, and customer fit

[ ] Can a suitable customer see their problem or desired outcome?
[ ] Is the promise consistent across the website, profiles, ads, and conversations?
[ ] Is there relevant proof, with permission and honest context?
[ ] Are exclusions, service area, timing, or fit conditions clear?
[ ] Which message assumption needs evidence next?

Website, conversion path, and follow-up

[ ] Can a visitor find the intended next step?
[ ] Do forms, booking links, phone paths, or checkout routes work?
[ ] Is the requested information proportionate to the next conversation?
[ ] Is the response owner and process clear?
[ ] Does follow-up happen in a way the customer has agreed to receive?

Search, content, paid, social, email, and local presence

[ ] Is the business findable where the intended customer looks?
[ ] Does content answer a real customer question or support the offer?
[ ] Does paid activity have a defined job and destination?
[ ] Does social activity have an audience and purpose?
[ ] Does email have permission, a reason to send, and an owner?
[ ] Is local information accurate and consistent where location matters?

Use SEO, Google Ads, Meta Ads, email marketing, content marketing, and local SEO for channel-specific guidance rather than expanding this checklist into tutorials.

Evidence and tracking inputs

[ ] Are the relevant pages, accounts, forms, messages, and handoffs available to inspect?
[ ] Can the owner distinguish what happened from what is assumed?
[ ] Are missing inputs recorded rather than filled with guesses?
[ ] Is the available reporting understood without turning this into a KPI glossary?
[ ] Is the separate contribution question handed to marketing ROI?

Turn findings into prioritised fixes

For each finding, record the domain, observation, evidence source, confidence, severity for the current goal, root-cause hypothesis, next action, owner, due date, status, and next-review date. Keep “not present,” “unclear,” and “needs investigation” distinct. Use marketing focus to order the first fixes and the marketing audit template to capture them.

For a faster branching route, use marketing health check. For questions and finished handoff, use marketing audit questions and marketing audit report.

CoraVision early access invites owners to work through this checklist against their real screens. It does not promise a completed audit, score, or improvement. Join the early-access list to identify the next action.