strive therapy
Marketing works best when the foundation is strong.
WHAT WE DO
This audit looks at any breakdowns in how customers find you, understand you, trust you, and ultimately choose you.
WHY WE DO IT
Our goal is to evaluate how effectively your business shows up in front of nearby customers who are actively searching for your services.
HOW WE DO IT
We use the information you provided, combined with specialized marketing tools, to identify ways to improve in [x] different categories.
THIS LOCAL VISIBILITY AUDIT LOOKS AT
LOCAL MAPS RESULTS
GOOGLE BUSINESS PROFILE
LOCAL SEARCH
BUSINESS LISTINGS
REVIEWS + REPUTATION
This audit highlights the most important visibility gaps and quick wins to help you get found by more local customers right away. If you want to go further, our full audit builds on these insights to examine what’s happening behind the scenes, like your website, positioning, processes, and overall strategy, to uncover deeper opportunities for growth.
01
Marketing Capability
Are the right people in place with the skills and capacity to execute an effective marketing strategy?
WHY IT MATTERS
Capability determines whether you have the people and capacity to put marketing in practice in reality, not just in theory. Even a strong strategy will fall through the cracks if who’s-doing-it is unclear, time is limited, or key skills are lacking. Understanding how marketing functions in the business helps distinguish between problems in the marketing plan itself and barriers in delivering on it.
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We use self-reported responses on team structure, time allocation, and capability, and evaluate how marketing responsibility is handled in practice.
This data is produced from (1) self-reported team and capacity information.
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Is there clear ownership of marketing tasks within the organization? 🔴 No, marketing is reactive, with no single owner driving outcomes. Most effort is handled on a task-by-task basis.
Is there sufficient time allocated to consistent marketing activities? 🟡 Partially, some time is allocated, but it is inconsistent or deprioritized due to operational business demands.
Does the current team have the capability to execute marketing consistently and effectively? 🟡 Partially, some marketing experience exists, but gaps in coordination result in inconsistent execution.
Is marketing coordinated across people/systems in a structured way? 🔴 No, marketing has little strategic coordination between people and/or systems.
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Marketing responsibility is often shared across roles, with no single owner driving execution.
Execution tends to be inconsistent, with marketing activity dependent on availability rather than a strategic schedule.
Available time for marketing is limited and often deprioritized due to operational demand.
Key marketing skills are partially covered, but gaps exist.
Marketing efforts often rely on reactive execution rather than a coordinated, repeatable system.
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Ensure your website clearly communicates value and makes it easy for visitors to take action. Even when other marketing is inconsistent, a strong website helps make the path to inquiry easier.
Consider creating business habits, like scheduling time each week (or month) to batch marketing activity. Protect that time allocation so that marketing efforts become more consistent over time.
Supplement capacity with outsourced support for specific functions such as SEO or website updates. This allows marketing activity to remain consistent without overloading staff.
02
Market Opportunity
How much local demand exists in your service area, and where does opportunity exist?
WHY IT MATTERS
Knowing your market opportunity tells you whether growth is a matter of getting in front of more people, or whether the underlying demand and competitive structure of the market limits how easily that growth can be achieved. If there’s strong demand but low visibility, that’s a marketing problem you can solve for. If demand is limited or heavily concentrated among a few competitors, growth may require targeting different services or segments where opportunity is more accessible.
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We define the market through service-based keywords, then identify the competitors who actually rank for those searches.
This data is produced from (1) self-reported services, (2) a built keyword set, and (3) a search volume audit using specialized marketing tools.
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Is there consistent search demand for your core services within your service area? 🟡 Mixed, search demand exists but is uneven across services.
Are multiple variations of high-intent local searches being used by potential customers? 🟢 Yes, customers are actively searching using a wide range of terms (e.g., “near me,” city-based, service-specific queries), indicating strong demand capture potential.
Is the competitive landscape spread across multiple providers, or dominated by a few players? 🟢 Distributed, many competitors appear across search results, indicating a competitive landscape with multiple entry points.
Are there visible weaknesses in current top-ranking competitors that could realistically be outperformed? 🟡 Mixed, some competitors have weaknesses, but top performers are relatively strong across reviews, listings, and website presence.
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There is consistent search activity for core services in the local area, indicating demand for these services.
Multiple high-intent search variations are present (including service-specific, location-based, and “near me” queries), showing that customers are actively searching in different ways.
Visibility in search results is distributed across several competitors rather than dominated by a single provider in every category.
Top-ranking competitors vary in strength, with some showing strong optimization (reviews, listings, content) and others displaying clear gaps such as outdated websites or incomplete profiles.
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Use free tools to check demand trends. Google Trends (trends.google.com) is a free way to see how often people search for a service over time. Enter a search term (like “landscaping near me”) and your city or region. Over time, track which terms are growing or declining. This tells you whether demand is stable, decreasing, or increasing.
Identify gaps in services vs local demand. Compare the services you offer to what people are actively searching for in your area. Are there high-demand services you don’t currently promote or provide?
Prioritize opportunity areas. If some services are more sought-after in your area, make sure they’re front and center on your website, profiles, and marketing materials. Lead with what people are actively searching for.
03
Keyword Strategy
Are you targeting the right search terms for your services and location? Are there any gaps in coverage?
WHY IT MATTERS
An effective search engine optimization and keyword strategy helps you show up online when customers are actively looking for help, in the language they use to search. Stripped down to its simplest form, it’s really about making it easy for search engines (and people) to understand who you are, what you do, and where you are. You don’t need advanced tactics to see results, just the basics done right.
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We review the built core service keyword set defined in the Market Opportunity section and evaluate whether you are actively targeting relevant high-intent search terms for your services and location.
This data is produced from (1) specialized SEO tools, and (2) an assessment of keyword coverage gaps.
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Is there alignment between how services are described on your site and how customers actually search for them in search engines? 🟡 Partially, some alignment exists, but keywords are inconsistent or not fully reflective of search behavior.
Is there alignment between customer search language and how services are described across all public-facing platforms (e.g., GBP, social, listings, etc.)? 🔴 No, service descriptions are inconsistent or do not reflect customer search language across key platforms.
Are you capturing high-intent search opportunities related to services and location? 🟡 Partially, some high-intent search themes are present, but coverage is inconsistent or limited to a small portion of services.
Is there effective coverage of hyper-focused long-tail and question-based search intent? (like FAQs + supporting content) 🔴 No, little to no FAQ or long-tail content exists, limiting visibility for question-based searches.
Does your website function well on mobile devices? 🟢 Yes, the site is fully mobile-friendly. Text is easy to read without zooming, buttons are easy to tap, phone numbers are clickable, and pages load quickly.
Do your website pages have clear, descriptive titles that match what customers search for? 🔴 No, page titles are generic or unclear, making it difficult for search engines and users to understand what each page is about.
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Local intent keywords (service + location combinations) are inconsistently covered.'
Competitors often target a broader or more complete set of service-related search terms.
Little to no FAQ or long-tail content exists, limiting visibility for question-based searches, which is increasingly important for AI visibility.
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Create FAQ content on your site. Not only does it give visitors direct answers, it also provides structured question-and-answer pairs that search engines and AI summaries can parse. Think of common questions and answer them plainly: ‘How much does a new roof cost in Denver? Do you offer sedation dentistry?’
Add your location everywhere it makes sense, especially for local searches. Mention your city/area on your homepage (Affordable landscaping services in the Finger Lakes), include it in your services pages (Snow Removal in the Finger Lakes), and add it to your footer (Serving the Finger Lakes Region).
Create one website page per main service. Instead of having one crowded services page, create one for ‘lawn care,’ one for ‘snow removal,’ one for landscape design,’ etc. This makes it far easier for search engines to match you to services.
04
Market Fit
Does your offer align with a validated need in the local market? Do you know how to talk about your offer?
WHY IT MATTERS
Strong marketing only works when it’s built on something people actually want and understand. If your offering isn’t clearly aligned with a need in the market (or if that alignment isn’t obvious) prospective customers won’t spend time trying to figure it out. Clear market fit makes your services feel relevant, understandable, and worth acting on, especially in competitive local environments.
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We evaluate Market Fit by comparing how you describe your services with how customers actually search for those services in the local market.
This data is produced from (1) self-reported information, (2) messaging audit, (3) search results patterns.
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Are services clearly defined and easy for customers to understand? 🔴 No, services are vague, descriptions are overly technical, or difficult to understand. Customers frequently require clarification.
Do service offerings clearly align with real customer needs and problems? 🟡 Partially, services are somewhat tied to clear customer problems based on local search demand,, but it is not consistently communicated or may miss key customer priorities.
Does messaging resonate with the intended local audience? 🟡 Partially, some alignment with customer language exists, but messaging is still somewhat generic or misses commonly used local search terms.
Are service offerings clearly differentiated from competitors? 🔴 No, little to no differentiation is communicated.
Is there a clear opportunity to stand out based on competitor positioning? 🟢 Yes, competitor messaging is weak, unclear, or generic, creating a strong opportunity to differentiate.
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Services are often described broadly, making it harder for customers to quickly understand what’s actually offered.
Messaging tends to be business-focused rather than customer-focused, requiring additional explanation in conversations.
Alignment with customer needs exists, but isn’t always clearly communicated upfront.
Differentiation is often implied rather than explicitly stated.
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Replace jargon and technical terminology with the actual words and phrases customers use when searching. Language should mirror how customers describe their problems and how they search for help with their problems.
Tailor your messaging to the right audience. Think about who benefits most from each service. Adjust your descriptions and examples so they speak directly to that audience.
Identify what makes you different and state it directly. Is it your process, speed, specialization, experience? Your difference should be something that makes your services feel relevant and worth acting on.
05
Tech Stack
What tools and platforms are currently in use? Are they being used effectively, and can they scale as the business grows?
WHY IT MATTERS
Marketing performance depends on a solid strategy, but also on whether the underlying systems can actually support it. When tools are disconnected or inconsistently used, leads get lost midway and growth becomes harder to manage. A well-structured tech stack (that is appropriate for the complexity of the marketing) allows you to scale without adding unnecessary costs or effort.
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We review your tools and platforms in use (website, CRM, booking, email), and assess how well systems are connected for lead tracking and follow up.
This data is produced from (1) self-reported tools information, (2) systems audit.
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Are core marketing tools appropriate for the business’s needs? 🟡 Partially, tools generally work but have limitations, or are unlikely to scale with growth.
Are systems connected in a way that supports a clear customer path toward commitment? 🟡 Partially, some connections exist, but manual steps are required to bridge systems.
Is lead and customer data organized and accessible? 🟡 Partially, data exists but is inconsistently maintained.
Can marketing performance be measured reliably? 🔴 No, little to no reliable tracking of marketing performance is in place.
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Data is often stored in multiple places, making it difficult to understand or take action on.
The current setup may function at low volume but becomes harder to manage with growth.
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Make sure every new inquiry is stored in one main place (e.g., a CRM, spreadsheet, or inbox system) so no leads are lost or sitting in different tools.
When selecting automation tools, assess simplicity and reliability over tool complexity. Systems should reduce work, not create it.
06
Customer Process
WHY IT MATTERS
Getting inquiries from potential customers is only valuable if they are handled effectively after their initial contact. Small breakdowns in response time, follow up, or clarity around next steps often determine whether a customer stays to learn more, or chooses something else. A clear process ensures every inquiry is consistently responded to and guided toward a decision.
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We review your lead sources and map the process from first inquiry through follow up, noting consistency, response time, and potential drop-off points.
This data is produced from (1) self-reported process information, and (2) a lead sources audit, and then we (3) map the process to tech tools.
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Are leads being generated from multiple, reliable sources? 🟢 Yes, leads consistently come from more than one dependable source (e.g., referrals, website forms, organic search, paid ads).
Are contact options clear, easy to use, and aligned with customer preferences? 🟢 Yes, contact methods are clearly visible, easy to use, and require the least number of extra steps. Options are aligned with how customers prefer to reach out.
Is there a clear and consistent process for handling new inquiries? 🟡 Partially, a general process exists but varies depending on who handles it, and is not always consistently applied.
Are inquiries responded to quickly and consistently? 🔴 No, response times are sometimes slow or unpredictable, leading to missed opportunities.
Is there a follow-up process for leads that don’t commit immediately? 🔴 No, no structured follow up process is in place.
Is it clear where leads are being lost? 🟡 Partially, some assumptions exist, but are not fully validated.
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Leads are coming in consistently, but there is no structured or reliable follow up process.
Friction points such as unclear next steps or delayed responses may be preventing a portion of potential customers from committing.
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Improve response speed and consistency. Aim to respond to all inquiries as quickly as possible, ideally within a few hours. If your timeframe is longer, be clear in your inquiry mechanism when they can expect a reply. Consider setting up notifications, auto-replies, or automation tools to ensure no inquiry goes unanswered.
Simplify and strengthen contact options. Make it easy for customers to reach you. Use clear calls-to-action, short forms, click-to-call buttons, and (if possible) online booking.
Implement a follow up system. Not all first inquiries commit right away. Use email or call follow-ups to re-engage people who showed interest but didn’t take the next step.
07
Links & Authority
WHY IT MATTERS
Your authority score reflects how trusted your website appears to search engines based on how many other (reputable) websites mention and link to you. Search engines perceive those mentions as someone vouching for you; it’s like reputation points for your website. Weak or inconsistent authority signals can limit visibility even when services and website quality are strong.
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We analyze your backlink profile, domain authority signals, and external mentions to evaluate overall online authority and trust.
This data is produced from (1) specialized SEO tools, and (2) manual review of referring domains.
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Are backlinks coming from a diverse set of unique referring domains? 🔴 No, backlinks are heavily concentrated in directories or a small set of domains, with limited diversity.
Are backlinks coming from credible, high-quality websites? 🟡 Partially, a mix of credible and lower-quality sources exists, with inconsistent authority across referring domains.
Are backlinks locally relevant to the business’s service area? 🔴 No, there is little to no local relevance in backlinks or external mentions.
Are there visible partnerships or community involvement that generate mentions? 🔴 No, little to no visible partnerships or community-driven mentions are present.
Is there press coverage or authoritative third-party mentions in the industry or region? 🟡 Partially, some mentions exist but are limited.
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Your website has [12] unique domains pointing to it; competitors average [47]. Their stronger link profile and higher domain authority give them more credibility in Google’s eyes, which is why they may appear above you in search results.
External mentions are generally limited or sporadic, reducing perceived authority by search engines.
The backlink profile is developing, with variation in both quality and relevance of referring domains.
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List your business on trusted local directories and industry associations. Create or claim profiles on sites like Google Business Profile, Yelp, and local chambers. Fill out every field, keep your contact info identical everywhere, and add photos/services.
Earn links from local partners. Reach out to nearby businesses you collaborate with and ask to be listed on their website (ex: sponsors page) with a link back to your site.
Appear in articles or news stories on local media outlets or niche blogs (like a tourism site). News sites and niche blogs have strong authority. When they mention and link to you, it passes credibility to your site and exposes you to a wider local audience.
08
Local Listings
WHY IT MATTERS
Directory listings help search engines verify who you are, where you’re located, and what you do. When your business information is complete, accurate, and the same everywhere it appears online, you build trust with search engines and increase your chances of showing up in local results.
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We review your presence across key directories (e.g., Google Business Profile, Yelp, Apple Maps, Bing Places, local chamber) and evaluate the accuracy, consistency, and completeness of your business information. This includes name, address, phone number, services, categories, and overall profile quality.
This data is produced from (1) specialized SEO tools, and (2) manual review of select listings.
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Are your business name, address, and phone number consistent across all directory listings? 🟡 Partially, your information is mostly consistent, but there are small differences (e.g., abbreviations, old phone numbers, or slight naming variations).
Are you listed on the most important directories for your business? 🔴 No, your business is missing from several important directories or listings are unclaimed.
Are your directory profiles complete and up to date? 🟡 Partially, some profiles are filled out, but others are missing key details or haven’t been updated recently.
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Directory presence is limited across key platforms.
Business information (NAP) is slightly inconsistent, which can impact trust and rankings.
Many listings are partially complete, missing key details like services or photos.
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Make sure your business name, address, and phone number are exactly the same everywhere, with no variations. Fully complete every profile with services, categories, business descriptions, hours, and photos so customers (and search engines) have a clear picture of what you offer.
Use simple, clear language in your descriptions that matches how customers search. (e.g., “Emergency plumbing in Swansboro” instead of vague or internal phrasing) Ensure the language used in directories mirrors the language used on your website.
Check your listings occasionally to ensure nothing is outdated or incorrect, especially in the event of any business changes, or seasonal differences.
09
Reputation
WHY IT MATTERS
Your online reputation directly impacts both local visibility and customer choice. Platforms use reviews as a signal for ranking who shows up on local searches, and customers rely heavily on reviews to decide who they want to contact. When multiple local options appear side by side, review quality, quantity, and recency are often decision-making factors. A strong reputation is about generating reviews in the right places and managing the feedback.
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We evaluate your review presence across key platforms and assess volume, recency, distribution, and engagement. This includes how reviews are generated, where they are collected, and how they are used to build trust.
This data is produced from (1) self-reported review collection process information, (2) specialized SEO tools, and (3) manual review of response and distribution.
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Are you consistently generating new customer reviews? 🟢 Yes, reviews are collected regularly as part of a defined process, resulting in a steady flow of recent feedback.
Are your reviews coming from the most relevant platforms for your industry? 🟢 Yes, reviews are concentrated on the platforms that matter most for your business.
Do you actively respond to customer reviews? 🟡 Partially, some reviews receive responses, but mostly the negative reviews.
Are you leveraging your best reviews to build trust across your marketing channels? 🔴 No, reviews are not being reused or highlighted beyond the platform where they were left.
Do your reviews reflect your core services and customer experience? 🟡 Partially, though reviews tend to be somewhat vague, only reinforcing core services in a limited way.
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Review generation is typically consistent.
Reviews are underutilized as marketing assets, with little promotion beyond the original platform.
Responses to reviews are generally limited to negative feedback.
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Respond to every review, positive, neutral, or negative. Thank customers for positive feedback and professionally address any negative experiences. This showcases ongoing engagement with the people you serve.
Use your best reviews in your marketing. Add testimonials to your website, include them on service pages, and share them on social media.
10
GBP + Maps
WHY IT MATTERS
Your presence on Google Business Profile (GBP) plays a critical role in where you show up in Maps, which is where many high-intent local searches happen. When people search maps, they’re usually looking for a nearby service, comparing a few options, and ready to take immediate action like visiting, calling, or getting directions. A strong GBP helps you show up in local search results and get chosen when customers compare options.
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We evaluate your Google Business Profile (GBP) based on completeness, accuracy, activity, and rank in local search.
This data is produced from (1) specialized SEO tools, and (2) manual review of your GBP profile performance.
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Is your Google Business Profile complete and fully optimized? 🟡 Partially, the profile is claimed but missing key information, photos, or service details.
Are you showing up consistently in Google Maps / local search results for your core services? 🟡 Partially, you appear for some searches but visibility is inconsistent or limited.
Is your business category and service information aligned with how customers search? 🔴 No, categories are inaccurate, too generic, or misaligned with what customers search for.
Are you actively managing your profile (posts, updates, photos, etc.)? 🔴 No, the profile is static and hasn’t been updated in a long time.
Are customers engaging with your profile (calls, clicks, direction requests, messages)? 🟡 Partially, some engagement exists but it is limited or inconsistent.
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GBP is partially optimized.
Local visibility in Maps is inconsistent.
Profile activity is occasional / inconsistent.
GBP ongoing management limits performance.
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Fully complete and optimize your Google Business Profile with accurate categories, services, hours, photos, and descriptions. Keep your profile active with occasional updates, new photos, and posts to signal that your business is current.
Ensure your reviews are recent, relevant, and responded to consistently. They directly impact both ranking and trust.
11
Website
WHY IT MATTERS
Your website is often a critical step before a customer decides to work with you. This section is a high-level overview only. Each of the areas we audit (function, clarity, structure, action) can be audited in much greater detail. At its most basic, your site should function without friction, and immediately help people clearly understand your business, easily navigate your offer/s, and guide them toward taking action.
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We evaluate your Google Business Profile (GBP) based on completeness, accuracy, activity, and rank in local search.
This data is produced from (1) specialized SEO tools, and (2) manual review of your GBP profile performance.
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Does your website clearly explain what you do, who you help, and where you operate? 🟢 Yes, visitors can immediately understand the business, services, and location within seconds of landing on the site.
Is your website easy to navigate and find key information? 🟡 Partially, navigation works but important information is buried, inconsistent, or takes extra effort to find.
Is it easy for visitors to take action (call, book, or contact you)? 🟢 Yes, clear and accessible calls-to-action are present throughout the site, and contacting the business is simple.
Does your website function well on basic usability standards (especially mobile)? 🔴 No, the site is slow, difficult to use on mobile, or contains broken or frustrating elements.
Is there clear guidance on what happens after a customer makes contact, and when they can expect a response? 🟡 Partially, some expectation-setting exists, but is vague or lacks personalization.
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[template]
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Improve navigation so that services, contact information, and key pages are visible within one or two clicks. Remove unnecessary menu items that add confusion or dilute focus from core services.
Add clear, consistent calls-to-action throughout the site (e.g., “Call Now,” “Get a Quote,” “Book an Appointment”). Make sure at least one call-to-action is visible on every major page without scrolling. For each page, consider what action you hope a visitor will take.
Add a persistent or repeated contact option. You can do this as a ‘Call Now’ button in the top header, or an always-visible form link at the bottom of every page.
12
Content
WHY IT MATTERS
Content is everything on your website that helps local customers find you in search engines. This can include service pages, FAQs, blogs, videos, and other resources. Content can also be inclusive of supporting resources that live off your website, like Google Business Profile posts, social media content, or guest articles, if those resources reinforce visibility in local search. Effective content expands your visibility by helping establish your expertise and providing information that matches what customers are searching for.
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We evaluate how completely your content covers the services, locations, and questions customers are actually searching for.
This is a high-level review focused on topical coverage, not technical SEO or keyword strategy.
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Are you covering the main terms customers search for your services (e.g., service + location variations) in site copy and content? 🔴 No, content is generic and does not reflect how customers typically search.
Does your content clearly reflect the locations you serve? 🟢 Yes, areas/locations are clearly and consistently included across service pages and key areas of the site.
Is there effective coverage of hyper-focused long-tail and question-based search intent? (like FAQs + supporting content) 🔴 No, little to no FAQ or long-tail content exists, limiting visibility for question-based searches.
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We can't wait to help you make your business more visible, locally.
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