A free, printable audit that scores five places a prospect can check when they look you up: your homepage, your people’s LinkedIn profiles, your sales collateral, your case studies and your founder’s public point of view. Each signal is scored out of 10, for a total out of 50, so you can see which one to fix before you spend more on getting attention.
Use it on your own brand, on three competitors, or on any agency you are thinking of hiring. It is not a brand guidelines document. It is an operational check of whether the pages and profiles a prospect lands on after your outreach back up what the outreach said.
How do you use this brand audit template?
Tick the strengths and warning signs that are true today under each of the five signals, score each signal out of 10, add them for a total out of 50, then score three competitors and fill in the fix plan.
Do it with someone who can judge the pages as a stranger would, ideally with a salesperson in the room. Allow one sitting for your own company, then score the competitors.
- Open your homepage, the LinkedIn profiles of your founder and three most senior commercial people, your latest proposal, your pricing page and your case studies.
- For each signal, tick the strengths and warning signs that are true today. Be strict: tick what a stranger would see, not what you intend to fix.
- Score each signal: 2 points for every strength ticked, minus 2 for every warning sign ticked. The lowest score is 0 and the highest is 10. On this page the sum is done for you and copied into the scorecard.
- Add the five scores to get a total out of 50. The scorecard does this too, and highlights the band your total falls in.
- Score three competitors on the same lists. The boxes on this page record your own answers, so for each competitor count the strengths and warning signs that apply and type the score into the comparison table.
- Fill in the fix plan, starting with your lowest signal.
For example, a signal with four strengths and one warning sign ticked scores 8 minus 2, which is 6.
Each signal ends with three levels of fix, from work you can do in house this week to a scoped project. We have left prices off. For published UK prices on brand and website work, see our guides to what B2B branding costs and what a B2B website costs.
Signal 1. Homepage clarity in the first 200 words
Open your homepage on your phone, in a private browser window, and read only the first screen and the first 200 words. Score what a stranger would see, not what you know the company does.
Strengths (2 points each)
On the speed box: PageSpeed Insights only shows real-user data when there is enough of it in the Chrome UX Report for your page or, failing that, your whole site (Google). If it shows none for yours, judge the box on the lab figures it reports for Largest Contentful Paint and Cumulative Layout Shift.
Warning signs (minus 2 each)
Fixes, from quickest to biggest
- In house, this week: rewrite the hero in one session, using the words buyers use on your sales calls.
- With specialist help: a copywriter rewrites the hero and the first scroll, and a designer rebuilds the layout around one call to action and one sourced outcome.
- As a scoped project: a full homepage rebuild with new positioning, sections mapped to your ideal customer profile, and a clear conversion path.
Signal 2. LinkedIn presence of the founder and the first three commercial hires
Look at the founder’s profile and the profiles of your three most senior commercial people, for example the head of sales, the head of marketing and your lead sales development representative (SDR). View them logged out, or from a colleague’s account, so you see what a stranger sees.
Strengths (2 points each)
Warning signs (minus 2 each)
Fixes, from quickest to biggest
- In house, this week: the founder writes one post a week for 90 days against three content pillars.
- With specialist help: a ghostwriter drafts two founder posts a week in the founder’s voice, and the founder approves every one.
- As a scoped project: a founder programme plus the first three commercial hires on a posting cadence, with an engagement routine and profile rebuilds.
Signal 3. Sales collateral consistency
Put your latest proposal, your website services pages and your pricing page side by side. Read them as a buyer who has all three open at once.
Strengths (2 points each)
Warning signs (minus 2 each)
Fixes, from quickest to biggest
- In house, this week: audit the proposal, website and pricing page in one session, then write a master copy document that all three follow.
- With specialist help: rewrite all three surfaces to one master specification and build a proposal template from it.
- As a scoped project: a full sales collateral system: proposal template, pricing page, services pages and case studies, all in one voice.
Signal 4. Case study credibility
Read every case study on your website as a procurement reviewer would. A useful bar is the UK’s non-broadcast advertising code: rule 3.7 of the CAP Code says marketers must hold documentary evidence to prove objective claims before they publish them. If you could not hand over the evidence for a number, do not tick the box.
Strengths (2 points each)
Warning signs (minus 2 each)
Fixes, from quickest to biggest
- In house, this week: write up three existing clients as proper case studies and get each client to sign off the wording.
- With specialist help: a freelance B2B writer interviews three clients and writes three full case studies.
- As a scoped project: a case study programme across written, video and audio, with a plan to distribute each one.
Signal 5. Founder visibility on a point of view
Search the founder’s name with the name of your category, then read the About page and the founder’s LinkedIn. You are looking for one clear opinion, stated the same way everywhere.
Strengths (2 points each)
Warning signs (minus 2 each)
Fixes, from quickest to biggest
- In house, this week: the founder writes one essay of about 1,200 words on the opinion they would defend in public, and publishes it on LinkedIn.
- With specialist help: a ghostwriting programme that turns the founder’s thinking into one essay a month, approved by the founder.
- As a scoped project: a founder content programme with PR placement and podcast appearances.
Your scorecard
Each signal score lands here as you tick. If you are working on paper, copy each score across and add them up.
| Signal | Your score (out of 10) |
|---|---|
| 1. Homepage clarity | |
| 2. LinkedIn presence | |
| 3. Sales collateral consistency | |
| 4. Case study credibility | |
| 5. Founder visibility | |
| Total (out of 50) |
Tick the boxes under each signal and your scores will add up here.
What your total means
| Total | What it means | What to do |
|---|---|---|
| 40 to 50 | Your brand surfaces back up your outreach. | Keep them current. Re-run the audit every quarter and whenever a service, price or case study changes. |
| 30 to 39 | A strong base with specific gaps. | Find the lowest signal and fix it before you add outbound volume. |
| 20 to 29 | Gaps that show when a prospect looks you up. | Fix the two lowest signals before you scale outbound or hire more SDRs. |
| Under 20 | The surfaces your outreach points to are not ready. | Fix the brand surfaces before you scale outbound. Outreach sends people to these pages and profiles, so they need to hold up first. |
The bands are a way to decide what to fix first. They are not a prediction of reply rates, meetings or pipeline, which also depend on your list, your offer and your timing.
Compare yourself with three competitors
Score three named competitors on the same five signals, using the same lists. Your own scores fill in the “You” column, and each column adds itself up. Where you score lower, that is your priority. Where you score higher, that is a difference you can point to in sales conversations.
| Signal | You | Competitor 1 | Competitor 2 | Competitor 3 |
|---|---|---|---|---|
| Name | Your company | |||
| 1. Homepage clarity | ||||
| 2. LinkedIn presence | ||||
| 3. Sales collateral consistency | ||||
| 4. Case study credibility | ||||
| 5. Founder visibility | ||||
| Total (out of 50) |
Your fix plan
Start with the lowest-scoring signal. Write the first fix, not the whole project, and give it one owner and a date.
| Order | Signal | Score | First fix | Owner | Due by |
|---|---|---|---|---|---|
| 1 | |||||
| 2 | |||||
| 3 |
What should you do after you score?
Whatever your total, start with the lowest-scoring signal, work through the fix plan in order, and re-score each signal as you finish it. Re-run the whole audit before you scale outbound.
If you want a team to do the work, ORRJO’s Brand & Content service covers branding, websites, SEO and AEO, sales collateral and video. Our sales collateral work includes case studies and LinkedIn profile rebuilds. Brand & Content from £1,250 a month. Brand builds and website builds are scoped per project. See B2B branding for what a brand build includes. Founder LinkedIn ghostwriting runs inside Demand Generation, from £2,500 a month.
If you would rather start with Signal 1, you can request a free Website Review. We read every request and take on the ones we can genuinely help. A review comes back within 3 working days, with no call required.
Sources
- Google, Web Vitals, web.dev, last updated 31 October 2024. “Good” thresholds: Largest Contentful Paint within 2.5 seconds, Interaction to Next Paint of 200 milliseconds or less, Cumulative Layout Shift of 0.1 or less, measured at the 75th percentile of page loads, segmented across mobile and desktop. Checked 13 October 2026.
- Google, About PageSpeed Insights, Google for Developers, last updated 21 October 2024. Real-user data needs enough Chrome UX Report data for the page, with a fall back to the whole site. Checked 13 October 2026.
- Committee of Advertising Practice, The CAP Code, section 3: Misleading advertising, rule 3.7 on holding documentary evidence for objective claims. Checked 13 October 2026.