Everything we covered in your 90‑minute audit
No pitch, just clarity on where to focus next. Now it's written down so it doesn't live only in your notes. Bookmark this page and come back to it whenever you need the recap.
What we'll talk about today
Ninety minutes, one clear structure: here's exactly what we're covering, in order.
Where you're at
A plain conversation about your business, your goals, and what's working (or not) in your marketing right now.
The BIG12 scorecard
Walking through all 12 pillars together and scoring your business honestly, pillar by pillar.
Positioning, audience & offer
Pinning down who you're really for, what makes you different, and the offer that makes saying yes easy.
Your priorities
Agreeing which pillar is your fastest, highest-impact win right now.
Next steps
No pitch, just a clear recommendation you can act on, with us or on your own.
You're not behind: this is where most businesses start
Every business we audit has gaps somewhere. Here's what's genuinely normal to hear on a call like this one.
A few strong pillars, several untouched ones
Most businesses do two or three things well and have never properly looked at the rest. That's the point of the audit, not a criticism.
No real system for leads
Enquiries often live in someone's inbox or a notebook. A proper CRM and follow-up process is one of the most commonly missing pieces.
Marketing that's copied, not chosen
Many businesses are doing what a competitor does, or what an agency once told them to, rather than what's right for their own audience.
Never having heard of some of the 12 pillars
Things like AI visibility or algorithm shifts are new territory for most owners. That's normal, not a sign you've fallen behind.
The four things we nailed down first
We covered these before scoring anything, because who you're targeting and what you're offering shapes which of the 12 pillars actually matters most for your business.
Positioning
Why a prospect should pick you over the business next door: the specific ground you're claiming in the market, not a generic "we do it all" pitch.
Target Audience
Who you're actually marketing to: the segment your message, offer and channels should all be built around, not "anyone who might buy."
Dream Clients
The specific type of customer worth the most effort to win and keep: highest value, easiest to serve, most likely to refer you on.
Power Offers
The offer that makes saying yes easy: a clear package, price and promise that removes hesitation, not a vague "get in touch for a quote."
The 12 pillars we scored your business against
Every BIG12 audit covers the same 12 areas. The questions below are exactly what we asked about your business on the call. Wherever you scored lowest is usually where the fastest win is hiding.
Capturing every enquiry
Is there a system to capture and follow up every enquiry automatically? Most enquiries go cold within 24 hours.
Posting with purpose
Does every post have a purpose beyond likes, with a content plan? Random posts build followers, not revenue.
Converting in 8 seconds
Does the site tell a visitor what to do within the first 8 seconds, or is it paying to send traffic to competitors?
Ranking for your services
Does the business rank on Google for its own core services? Every invisible month is free leads going elsewhere.
Standing out in one sentence
Could a stranger describe what makes the business different in one sentence? A weak brand competes on price alone.
Owning local search
Is the Google Business Profile claimed, verified and kept current? 46% of all Google searches are local.
Owning your postcode
Does the business appear in searches for its town/area, with location-targeted pages?
Trusted referral routes
Are there active referral, partner or trade-directory relationships driving trust and leads?
Being found by AI
Does the business appear when someone asks ChatGPT, Gemini or Perplexity for its service? Not cited means not found.
Never losing a lead
Is there a system tracking every lead from first contact to sale, with follow-up triggers? 80% of sales need 5 follow-ups.
Keeping pace with Google
Is the site keeping up with current Google quality standards and ranking changes?
Deciding on data
Are decisions made on data (which pages and activities convert) rather than gut feel?
Why all 12 pillars are connected
The pillars aren't 12 separate projects. They feed each other, and a gap in one quietly cancels out the gains you make in another. That's usually why marketing can feel like effort without results.
Fixing pillars alone
- Great social content, landing on a website that can't convert it
- SEO traffic arriving with no CRM to follow it up
- A strong brand with no local visibility to be found nearby
- One pillar improves while a leak elsewhere cancels it out
Doing all 12 together
- Traffic that lands on a website built to convert it
- Leads that get captured, followed up and never go cold
- Visibility on Google, AI answer engines and your own postcode, all at once
- Every pillar reinforcing the next, so growth compounds instead of leaking away
Most businesses we audit are strong on two or three pillars and have never properly touched the rest, not through lack of effort, but because marketing gets fought one fire at a time. Treat the 12 as a connected system rather than a checklist, and the results start to compound instead of leaking away. That's the real advantage: not doing one thing brilliantly, but not leaving any of the other eleven working against you.
How a sprint engagement runs
We don't sell open-ended retainers. Every engagement is a focused sprint on one BIG12 pillar, with a defined outcome agreed in writing before work starts, with no scope creep and no surprise monthly reporting.
Today's audit
We assessed your business across all 12 pillars and ranked your biggest opportunities. That's the recap above.
Agree a sprint
One pillar, one outcome, agreed in writing. Sprints start from £750, each with a 30-day delivery window.
Deliver & move forward
Sprint completed, results measured against your live dashboards, next sprint planned. Each one compounds on the last.
Want to go deeper before your sprint starts?
Everything below is free to use whenever you like, no obligation, just more of the same thinking from today's call.
BIG12 Scorecard
Retake the self-test any time your business changes, and watch your score move as you close gaps.
Take the scorecard →Buddy: AI marketing advisor
An always-on advisor built on BIG12 that remembers your goals, customers and competitors across every chat.
Meet Buddy →OptiTank
A self-serve platform that reviews and rewrites your copy and walks you through all 12 pillars yourself, from £29.99/mo.
Explore OptiTank →SocialCLUB newsletter
Weekly trends across TikTok, Instagram, X, YouTube, Facebook and LinkedIn, plus an AI Tool of the Week, with 25k+ subscribers.
Join SocialCLUB →Ready to move on your biggest opportunity?
Let's turn today's audit into an agreed sprint: one pillar, one outcome, delivered in 30 days.
No pressure, take whichever route makes sense for where you're at.
A few things people ask after their audit
Why sprints instead of a monthly retainer?
Retainers tend to drift: vague scope, mystery reporting, work that never quite finishes. A sprint fixes one pillar and one outcome in writing before we start, so you always know exactly what you're paying for and when it lands.
How do we decide which pillar to start with?
Whichever scored lowest on your audit and has the clearest revenue impact. That's usually the fastest win. We'll agree the priority together before anything is booked.
What if I want to try fixing it myself first?
Completely fine. That's what OptiTank and the free tools above are for. Come back for a sprint whenever you'd rather it was done for you.
Do you send monthly reports if I'm not on a sprint?
No, we don't do vague monthly reporting for its own sake. Any numbers we share are pulled from your live dashboards, not vanity metrics.