Chapter 01

The audit

Examine the promise, navigation, and contact process to connect the visitor's question to a clear answer.

roles represented: 3
materials examined: 3
analysis sequences: 8
priorities identified: 3

Audit walkthrough · four phases

Phase 1 Listen

Sequence 1Define buying questionsManagement

Distinguish the needs that bring a prospect to the website.

Example approach

Sequence 2Read received inquiriesSales team

Identify the information needed for a useful first conversation.

Example approach

Phase 2 Map

Sequence 3Review key pagesContent owner

Verify continuity between the promise, content, and action.

Example approach

Sequence 4Run through the contact processSales team

Track a test inquiry all the way to its recipient.

Example approach

Phase 3 Analyze

Sequence 5Identify hesitationManagement · Sales

Note terms or choices that need explanation.

Example approach

Sequence 6Review the evidenceContent owner

Verify the source and publication rights for every claim.

Example approach

Phase 4 Present findings

Sequence 7Prototype the journeyAll roles

Make the service, examples, and contact process easy to find.

Example approach

Sequence 8Define acceptance testingSales team

Prepare mobile, keyboard, and actual receipt tests.

Example approach

People involved

Management

Clarify positioning

Sales team

Qualify and track inquiries

Content owner

Maintain content and evidence

Materials reviewed

Business website

Expertise presentation

Journey to clarify

Form

Inquiry entry point

Receipt to verify

Sales tracking

Conversation qualification

Manual handoff