Most website audits check SEO. This one checks whether the site can sell.
A site can rank and still leak every visitor it earns: no lead magnet, no chat, no booking link, nothing that follows up. For an agency, those gaps are the pitch. Tick what a site already has, and score the rest.
- Method
- Your judgment, our checklist
- Scope
- Capture, follow-up, trust, performance
- Privacy
- Runs in your browser, nothing stored
Want it done for you? Join the waitlist for the automated version.
Lead-gen gap scorecard
Scan a URL to auto-tick what we can read from the page, or tick by hand. Either way, the unticked boxes are the proposal.
Wide-open opportunity: this prospect needs nearly everything
Auditing a prospect? The unticked boxes ARE the proposal.
SEO audits grade titles and tags. Businesses buy because the phone rings. This grades the part of the site that makes the phone ring.
Each check maps to a stage of a visitor decision: notice the offer, trust the business, act on it, and get followed up with afterward. Every missing stage measurably loses leads. A visitor who is never captured, never reassured, or never followed up with simply leaves.
That is also why the unticked boxes make a credible pitch: each one is a named, fixable place the site is leaking revenue today. The 12 checks were chosen for revenue impact, not vanity metrics, so a low score is never abstract. It is a concrete list of work.
Open it. Walk it. Score it.
No tools, no login, no crawler. Three steps from a cold URL to a gap list you can act on.
Open the site like a stranger
In an incognito window, on a phone, the way a real visitor actually lands on it. You want the first impression a prospect gets, not the version you already know your way around.
Walk the 12 checks
Go group by group: capture, follow-up, trust, performance. Tick what the site genuinely has, and be honest about what is missing. Five minutes, no tools required.
Score it and act
On your own site, fix the gaps in order, capture first. On a prospect site, the gap list is your outreach email: specific, concrete, and impossible to argue with.
Built for the way agencies prospect
The scorecard grades one site, but the real use is comparing prospects, opening conversations and showing progress. These are the patterns agencies reach for most.
Prospect qualification
A gap-heavy site is a pre-qualified lead for marketing services. The score tells you, in five minutes, whether a prospect has room for the work you sell before you spend an hour writing a pitch.
The audit as a lead magnet
Send the gap list, not a generic report. Three specific, named gaps on their own site open more replies than any templated audit PDF, because the prospect can see you actually looked.
Client onboarding baselines
Run the scorecard on day one and keep the result. It becomes the baseline you measure every later improvement against, and the reference point for what you agreed to fix.
Monthly retainer reporting
Show gaps closing. Re-score each month and the count of checks in place becomes a simple, honest progress line a client can read without a marketing degree.
Pre-redesign scoping
Before a rebuild, the scorecard surfaces which conversion pieces are missing so the new site is scoped around revenue, not just a fresh coat of design.
Competitor benchmarking inside pitches
Score the prospect and two competitors. A side-by-side that shows where they are leaking leads against their rivals turns an abstract pitch into a concrete gap to close.
Score the prospect, not just the site
The scorecard grades the website. The lead scoring calculator grades the timing: ad activity, hiring, traffic and review growth, weighted into one decision.
Frequently asked questions
What does this check that SEO audit tools do not?
The conversion layer: capture, follow-up and trust. Most graders stop at meta tags, headings and page speed, all of which matter for being found. This scorecard grades whether a site that gets found can actually turn a visitor into a lead.
Why exactly 12 points?
Few enough to run in about five minutes, complete enough to cover the whole funnel from first impression to follow-up. Twelve checks across four stages is the smallest set that still gives an honest picture without turning the audit into a chore.
Where is the automated version?
On the waitlist. It will crawl a URL and detect the stack from the page itself: chat widgets, pixels, CRMs, booking tools and lead magnets. Until then the interactive scorecard does the same job with your eyes instead of a crawler.
Can I use it on prospect sites?
Yes, that is the point. Everything you check is on the public pages anyone can see, with your own eyes, so no access or permission is needed. When auditing a prospect, the boxes you cannot tick are the proposal.
What is the lead scoring calculator?
A companion tool that scores a prospect across buying signals like ad activity, hiring and traffic, then tells you whether to reach out now, nurture, or skip. The scorecard grades the website; the calculator grades the timing. See the lead scoring calculator.
Do you store my answers?
No. Everything stays in the browser tab. There is no account and no database, the ticks never leave your machine, and closing the tab resets the scorecard.
Join the waitlist
The automated version will crawl a URL and detect chat widgets, pixels, CRMs, booking tools and lead magnets for you, no ticking required. Drop your email and we will let you know the moment it is live.
Free at launch. We will email you when the automated Free Website Audit goes live. No spam, unsubscribe anytime.
You are on the list. We will email you the moment the automated Free Website Audit is available.
Four free checks on any website
The scorecard above grades the lead-gen layer. These three companion tools cover the stack, the audience and the timing, all from a public URL.
See what a website is built with
Fingerprint the CMS, analytics, ad pixels, CRM, chat and booking tools a site runs, and flag the gaps that make it a prospect.
Open the technology checker Traffic checkerEstimate any site's organic traffic
A modeled monthly organic-visits figure, ranking-keyword count and trend direction, sized to qualify a prospect in seconds.
Open the traffic checker Change monitorGet alerted when a prospect changes a page
Watch pricing, careers and product pages and get an email the moment something meaningful changes, your warmest reason to reach out.
Open the change monitorThe rest of the audit stack
Free tools that pair well with the scorecard, from list building to list cleaning. For the full picture, see the agency audit stack roundup.