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1. Strategy

• [ ] Is it clear what problem you solve?
• [ ] Is it clear who you solve this problem for (your avatar)?
• [ ] Is it clear how you solve that problem (your services)?
• [ ] Does your website have clear calls to action in every section?
• [ ] Have you defined success for the user if they take action?
• [ ] Have you defined failure for the user if they don’t take action?
• [ ] Have you clearly positioned yourself as the guide?
• [ ] Do you have a 3-step plan for the user to take action?
• [ ] Is there a lead magnet on the homepage?
• [ ] Do you have a clear one-liner?

2. Offers

• [ ] Do you have an offer strategy?
• [ ] Is it clear what your offers are?
• [ ] Have you defined your value ladder?
• [ ] Do you have a guarantee?
• [ ] Does your offer focus on benefits versus features?
• [ ] Does your offer clearly solve the user’s problem?
• [ ] Does your offer have scarcity?
• [ ] Does your offer have social proof/case studies?
• [ ] Does your offer improve the user's status?
• [ ] Are your offers priced right?

3. Content

• [ ] Do you have a content strategy?
• [ ] Do you have clear content SILOs?
• [ ] Do you have a clear list of potential content?
• [ ] Are you consistently creating content?
• [ ] Does your content answer your user's questions?
• [ ] Do you have a posting schedule?
• [ ] Are you tracking your content analytics?
• [ ] Do you have a content distribution plan?
• [ ] Are you contributing to other people’s content?
• [ ] Is your content omnichannel-focused?

4. Email

• [ ] Do you have an email strategy?
• [ ] Is there an easy way to join your email list?
• [ ] Are you sending emails consistently?
• [ ] Are you tracking your email analytics?
• [ ] Are you leveraging email to collect reviews?
• [ ] Do you have different paths to get to your email list?
• [ ] Are you tagging your email subscribers?
• [ ] Does each email have a call to action?
• [ ] Are your emails written in a conversational tone?
• [ ] Are your emails getting to your user's inboxes?

5. Social Media

• [ ] Do you have a social media strategy?
• [ ] Have you claimed all of your social media profiles?
• [ ] Do you have clear social media goals?
• [ ] Do you have a social media posting calendar?
• [ ] Are you directing people to your website from social media?
• [ ] Are your graphics branded consistently?
• [ ] Are you tracking your social media analytics?
• [ ] Are your posts inspiring, equipping, or supporting your users?
• [ ] Are you mixing in paid social posts with organic posts?
• [ ] Are you using text/video/audio in your social media posts?

6. Paid Media

• [ ] Do you have a paid media strategy?
• [ ] Do you have tracking pixels installed (where it makes sense)?
• [ ] Are you tracking conversions?
• [ ] Are you tracking your paid media analytics?
• [ ] Are you running retargeted ads to unconverted leads?
• [ ] Are your ads getting engagement?
• [ ] Are you targeting the right audience with your ads?
• [ ] Are you targeting the right keywords with your ads?
• [ ] Are the landing pages for our ads converting?
• [ ] Are you A/B testing your ads?

7. Print

• [ ] Do you have a print strategy?
• [ ] Do you have a QR code to put on print materials?
• [ ] Do your print materials inspire, equip, or support?
• [ ] Do your print materials solve a problem?
• [ ] Do your print pieces include your one-liner?
• [ ] Do you have analytics on our print marketing?
• [ ] Is your print marketing part of a bigger campaign?
• [ ] Do your print materials contain a call to action?
• [ ] Do you send clients physical welcome kits?
• [ ] Do you delight your customers with physical gifts?

8. Offline

• [ ] Do you have an offline strategy?
• [ ] Have you claimed your Google Business Profile listing?
• [ ] Are you showing up where your target customers are?
• [ ] Are you throwing the party for your target customers?
• [ ] Have you claimed all of your listings and citations?
• [ ] Are you passing out your print materials when you meet?
• [ ] Are your conversations directing people to a lead magnet?
• [ ] Have you published a book in your niche to establish authority?
• [ ] Are you sending out press releases?
• [ ] Are you speaking at events your target users are at?

9. Sales

• [ ] Do you have a sales strategy?
• [ ] Is it clear how to purchase your product(s)?
• [ ] Is it easy to contact someone with questions?
• [ ] Do you have pages for each of your services on your website?
• [ ] Do you have a CRM?
• [ ] Do you have a sales deck that works?
• [ ] Do you have sales scripts for all of your staff?
• [ ] Are you tracking your sales analytics?
• [ ] Do you focus on benefits vs. deliverables in your sales copy?
• [ ] Are you consistently asking for reviews?

10. Service

• [ ] Do you have a service strategy?
• [ ] Do you have a support area?
• [ ] Is it clear how a user can contact you?
• [ ] Are you listening when a user needs help?
• [ ] Have you answered all your FAQs?
• [ ] Is there a follow-up process after the user purchases?