When a new client comes to us for a brand or marketing audit, they’re often expecting me to dive straight into ad strategy or social media metrics. But here’s the truth: before we talk numbers or followers, I look at three deceptively simple things that almost always reveal missed opportunities.
These aren’t just checkboxes. These are foundational elements that shape how your audience perceives you, engages with you, and ultimately, whether or not they trust you enough to buy. Let me take you behind the scenes of what I assess first when reviewing a client’s digital presence.
1. Is All the Info on Your Socials & Website Correct and Clear? Is Your Branding Cohesive?
This might sound basic, but you’d be shocked how many businesses have incorrect bios, outdated offers, or confusing messaging across platforms. First, I look at:
- Does your Instagram bio match what’s on your website?
- Are your highlights, pinned posts, and featured services current?
- When I land on your homepage, do I immediately understand who you serve, what you do, and what makes you different?
Then, I assess the branding itself. Fonts, colours, tone of voice, logo usage—it should all feel cohesive. If your social media feels fun and modern but your website is stiff and corporate, you’re sending mixed signals. Your future customers will pick up on this disconnect. I’m also checking when was it you last posted AND is it easy to find your opening hours or how to get in touch? These are fundamental people!
Why it matters: Consistency builds credibility. Clarity builds conversions.
2. Are Your Links Doing Their Job? Is Your Website Layout Enticing and User-Friendly?
Next, I click. Everywhere. I click every link in your bio, on your site, in your Linktree. I want to know:
- Are they working? Are any links broken?
- Are they leading to the most strategic destinations?
- Do they load quickly and look good on mobile?
And when I land on your site, I’m not just scanning for decent graphic design and info—I’m looking at the flow. Does your layout guide me through your site? Are your calls-to-action obvious but not pushy? Is it clear where I should go next?
Why it matters: Your digital journey should feel effortless. Friction loses customers. Confusion costs clicks.
3. Is Anything Outdated? Old Offers, Images, or Irrelevant Messaging?
Finally, I zone in on what hasn’t been updated in a while. That “Coming Soon” page from 2022? That blog post about your old functions package? The team photo with someone who left a year ago? These things matter more than you think.
Your audience notices when things feel stale or abandoned. They subconsciously wonder, “Are they still in business? Are they paying attention?”
I also check for visual consistency—if your photo style has evolved but your homepage still features content from three aesthetics ago, it’s time for a refresh.
Why it matters: Up-to-date content shows you’re active, trustworthy, and on top of your game. It shows you care about the details—and your audience.
These three areas are often overlooked because they seem “simple.” But in every audit I’ve done, they reveal the root of deeper issues: unclear messaging, low engagement, or conversion plateaus. Plus we delve even deeper into your brand reputation and seek the darkest depths of the internet to see if things might come up later, we’d rather were kept dead and burried. True story.
Another reason we do this too is that when we implement a marketing plan and deploy a strategy, we want to ensure that the eyes we are sending to your online accounts are going to find everything they need when they get there, not be embarrassed by what they find. This is our first port of call to get to know you too.
If your marketing isn’t converting the way you want it to, don’t start by blowing up your whole strategy. Start with an audit. At CLS we offer in-depth marketing audits that pinpoint exactly what’s working, what’s not, and what to prioritize first.
Whether you’re a solo founder or a growing team, a fresh set of eyes can make all the difference.
Ready for a brand check-up? Let’s talk.
