52 Actionable Checks

Use Ideal Tools

Convert Visitors to Prospects

Qualify Prospects to Leads

Convert Leads to Sales

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Is there a clear lead generation strategy?

Has the target audience been identified?

Create a document that explicitly defines who your audience is. This can take the form of a list of personas and their character traits. It can also take the form of more rigorous and quantitative market research.

The document should clarify:

  • What problems your audience is trying to solve
  • What topics interest your audience
  • What cultural traits they will resonate with


Are your lead goals and benchmarks defined and documented?

Define the following:

  • Types of conversions (purchases and other)
  • Categories of marketing based on previous conversions leads have made
  • A method of measuring conversions
  • A method of tracking progress towards conversions

Is there a clear definition of a qualified lead?

Define the following:

  • Pre-sale conversions that qualify a lead for sales contact, coupon offers, etc.
  • Traits that bar a lead from consideration. Example: a budget too small for your product.
  • Distinguishing traits for different products. Example: hobby vs professional product versions.

Is there a behavioral scoring strategy for qualifying leads?

Define a "lead score" estimating how "hot" leads are, based on actions they have taken. Implement an automatic method that collects and acts on these scores.

Is the handoff from marketing to sales clearly defined?

Has a strategy been agreed on by both marketing and sales?

Define key points where a sales representative reaches out to a lead. Create a process to ensure that this happens. Have the marketing and sales teams sign off on it.

Examples of key points:

  • When a lead visits a specific page
  • When a lead fills out a specific form
  • When a lead's score crosses a threshold

Is a marketing automation system established to track leads?

We recommend MailChimp for small brands and Marketo for large ones.

See our marketing automation comparison chart.

Is there a traffic plan?

This audit focuses on converting visitors. If you have a low number of visitors, you need a traffic plan. See our other checklists to find opportunities.

Is there an email marketing plan?

Define an email marketing strategy. See our email marketing checklist for opportunities, coming soon.

Is there adequate content to attract opt-in?

Does the brand have strong, related, "traffic magnet" assets?

"Traffic magnets" are content pieces built for broad, relevant appeal. These are your least narrow content pieces, designed to be shared.

Do "traffic magnets" relate to clearly defined sales triggers?

While traffic magnets have broad appeal, they should lead into sales opportunities. Are such opportunities clearly defined? Are there calls to action? Sign-up forms?

Does the brand have strong "lead magnet" assets?

Lead magnets are assets that visitors need to provide contact info in order to receive. They exist in a space between free content and paid products. They launch marketing automation campaigns, and sometimes sales efforts.


  • eBooks
  • Whitepapers
  • Original research and studies
  • Videos
  • Toolkits

Are traffic magnets available for each stage of the purchase funnel?

The stages of the funnel are:

  • Awareness
  • Interest
  • Intent
  • Decision
  • Customer
  • Retention

It might seem like the goals of traffic magnets are counter to the lower stages of the funnel. In reality, traffic magnets are valuable at all stages, even for existing customers. This is because they foster brand advocacy.

Are lead magnets available for each stage of the purchase funnel?

See the stages of the funnel in the step above.

Lead magnets should continue to draw visitors through the stages. Each stage, in turn, should associate with an appropriate automation campaign.

Do we encourage opt-in upon exit intent?

Are there exit intent forms on the site?

Exit intent forms pop-up only when the user is preparing to leave. Exit intent forms appear when the mouse moves toward the top of the window, or the user scrolls up. This way, the pop-up does not distract the user when they are busy with your content.

We recommend Sumo List Builder for smaller brands.

If there are exit intent calls to action, are they segmented by funnel stage?

In most cases, exit intent forms should change based on whether the user is in one of these three stages:

  • Awareness
  • Interest
  • Intent

Use SumoMe's "When a cookie named..." display rule. This lets you display campaigns based on a visitor's cookies. Cookie users based on where they are in the funnel.

If there are exit intent forms, are they segmented by product and demographic?

You can do this with cookies as mentioned above.

You may also use these SumoMe display rules:

  • "For visitors located..." for location
  • "On URL paths..." to display in folders associated with specific products
  • "On Referrer Domain Names..." to display based on where users came from
  • Similarly for "On Referrer URLs..."
  • "When A Visitor's Page Views Are" to display before, after, or exactly on a specific number of page views

There are 32 more steps in this audit.


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