Plain English
An audit is a structured assessment of a company's current operational and growth infrastructure. It produces a scored report that identifies gaps, quantifies the revenue cost of those gaps, and recommends the services most likely to address them.
The audit is one of the most important tools in your process because it does something a pitch cannot do: it shows the client, in their own numbers, exactly what is broken and what it is costing them. A well-run audit removes the need to sell in the traditional sense. The data sells. Your job is to interpret it and sequence the fix.
There are four audit types in the app. Each one covers a different area of a business's infrastructure. You will typically run an audit that matches the most likely area of pain discovered in the discovery conversation.
Section 1: The Four Audit Types
Website Development and Conversion: This audit assesses the quality and performance of a company's website as a revenue tool. It scores six areas: UX and Navigation, Mobile and Responsive design, Page Performance, CTAs and Lead Capture, SEO Fundamentals, and Analytics Installation. A low score in Analytics Installation means the company cannot measure what is happening on their site. A low score in CTAs and Lead Capture means visitors are not being converted into leads. A low score in SEO Fundamentals means the company is invisible in search results. This audit is the right starting point for any company whose primary challenge is top-of-funnel growth, lead generation, or website performance.
Growth System: This audit assesses the full revenue system from awareness through retention. It evaluates whether a company has the automation, the tracking, the CRM, and the lifecycle processes in place to grow systematically rather than through heroic manual effort. Use this audit when a company's challenge is not just the website but the entire pipeline and conversion system behind it.
IT Infrastructure and Security: This audit assesses the reliability, security, and scalability of a company's technology infrastructure. It evaluates cloud architecture, security practices, data backup, network design, and device management. Use this audit when a company is experiencing technical reliability problems, has expressed concern about security, or is growing fast and worrying that their infrastructure will not scale with them.
Automation and Workflow: This audit assesses how well a company has systematized its internal processes. It evaluates the degree to which repetitive tasks are automated, handoffs between teams are reliable, and operational processes are documented and repeatable. Use this audit when a company's primary pain is operational inefficiency, too much manual work, or processes that break when specific people are unavailable.
Section 2: How to Run an Audit Step by Step
Step 1: Navigate to the Audits section in the app by clicking "Clients" in the top navigation and then "Audits" in the sidebar. You will see all existing audits listed with their type, status, score, and date.
Step 2: Click "New Audit" in the top right. A form will open asking you to select the audit type and the company the audit is for. Select the appropriate audit type based on what you learned in discovery. Link it to the company record.
Step 3: The audit opens as a guided form with multiple sections. Each section has specific questions. Answer each question based on what you know or have observed about the company. For website audits, you will need to look at the company's actual website while completing the audit. For infrastructure audits, you will need the company to provide access or answer specific questions during a session.
Step 4: Each question contributes to the section score, and each section score contributes to the overall score out of 100. You do not need to complete every section in one session. The audit saves automatically and you can return to it. The status shows as "In Progress" until all sections are completed.
Step 5: When all sections are complete, the audit status changes to "Completed" and the full report is generated automatically. The report includes the overall score, section-by-section breakdowns, the top issues identified as blocking growth, an executive summary, and a Revenue Opportunity calculator.
Step 6: Review the report carefully before sharing it with the client. The Revenue Opportunity calculator shows a 12-month revenue uplift range based on the audit score. You can adjust the inputs (current monthly revenue, average deal value, leads per month, current conversion rate) to match the client's actual situation. Make sure these numbers reflect reality before you share the report, because the client will read these numbers and they will anchor the conversation.
Step 7: Share the audit with the client by changing the audit status to "Shared." This makes the public audit link accessible. The link goes to a clean, client-facing report that does not show the backend of the app. Send the audit link to the client before or alongside the proposal.
Section 3: Interpreting Audit Scores
A score of 0 to 40 is classified as Critical. This indicates fundamental gaps that are actively preventing growth. These companies need the most help and are often the most motivated buyers because the pain is visible and immediate.
A score of 41 to 60 is classified as Mixed. This is the most common score range. It means some things are working and others are significantly broken. The audit report will identify the weakest areas, which are your entry points.
A score of 61 to 80 is classified as Moderate. The infrastructure is partially in place but there are meaningful gaps. These companies often need optimization and extension of existing systems rather than complete rebuilds.
A score of 81 to 100 is classified as Strong. The infrastructure is largely healthy. For these companies, the engagement is more about refinement, automation, and scaling what is already working. Be careful not to oversell to strong-scoring companies; the engagement scope should match the actual gap.
Section 4: The Revenue Opportunity Calculator
Inside each audit report is an interactive revenue opportunity calculator. This calculator takes four inputs from the account manager: the company's current monthly revenue, their average deal or order value, their monthly lead volume, and their current conversion rate. Using those inputs and the audit score, it produces three revenue uplift scenarios: Conservative, Likely, and Stretch.
These numbers are what anchor the value conversation. When a client looks at an audit that shows $29,000 in likely annual revenue uplift and sees a proposal for $39,000, the ROI conversation is very different than it would be without those numbers. Your job is to make sure the inputs are accurate before sharing. Do not use placeholder numbers. Ask the client directly for their monthly revenue, average deal size, and lead volume during discovery.