Marketing review checklist

DC Digital · Planning template · October 2026

Use this checklist to see where potential customers get stuck, from first hearing about you to becoming a useful enquiry. You do not need every marketing channel. Start with the ones you use and mark the others "not applicable".

Mark each check as "working", "needs attention" or "not sure", then note the evidence. Missing information is a question to investigate, not a reason to invent a score.

Keep your completed copy private. Use totals and anonymised examples rather than customer names, contact details or private account records. Do not include passwords or access codes.

1. Decide what you want more of

Priority service or offer:

Best-fit customer and area served:

What makes an enquiry suitable?

What kind of work do you want less of?

Who can handle new enquiries, and do you have capacity for the work?

Period you are reviewing:

2. Your website and enquiry route

- [ ] A new visitor can tell what you do, who it is for and where you work.
- [ ] Each priority service has a useful page with a clear next step.
- [ ] Prices or the factors that affect them are explained where useful.
- [ ] Client examples and claims are accurate, permitted and relevant.
- [ ] Important pages are readable and usable on a phone.
- [ ] Contact links and forms work, with a named person responsible for replies.
- [ ] A visitor knows what will happen after enquiring.

Evidence, uncertainty or problem to investigate:

Any test of an enquiry form should be agreed with the person receiving it. Label it clearly as a test and avoid real customer information.

3. Search visibility

- [ ] Your site explains the services and locations customers actually search for.
- [ ] Important pages can be found through the site's own navigation.
- [ ] You know whether important pages are indexed, or have recorded that this needs checking.
- [ ] Your business details are consistent across the profiles you control.
- [ ] You know who can access the relevant search and analytics accounts.

Which useful searches or pages need investigation?

Do not judge visibility from one search on your own device. Use available account reports and relevant enquiries to build a fuller picture.

4. Advertising, if you use it

- [ ] Each campaign has a clear offer and intended audience.
- [ ] Ad spend is understood separately from management and creative costs.
- [ ] The page or form matches what the advert promises.
- [ ] Measurement has been checked and its limitations are understood.
- [ ] You review whether leads were genuine prospects, not just form completions.
- [ ] Someone checks enquiry quality and feeds that information back.

Which campaign needs attention, and what evidence points to it?

Do not change budgets solely because one day's results look good or bad. Record the issue for review alongside the amount of data available.

5. Social content and direct approaches

- [ ] Your profiles show current, genuine work and useful expertise.
- [ ] The platforms you use have a clear purpose.
- [ ] Someone owns the content plan, permissions and approvals.
- [ ] Any direct approach has a relevant offer and a clearly defined audience.
- [ ] There is an agreed process for handling replies, objections and requests not to be contacted.

What useful material or knowledge is currently going unused?

This checklist is a planning aid, not permission to contact people or a legal compliance assessment. Review the requirements for the channels and audiences you choose before starting activity.

6. Follow the enquiry through

Where can enquiries arrive? List the inboxes, forms, phone numbers and platforms:

Who checks each one?

What happens if that person is unavailable?

How do you record whether an enquiry became a suitable prospect, a quote or won work?

Review a small sample of recent enquiries without copying personal details into this document. Where did they come from? Were they suitable? What happened next?

7. Put the numbers in context

Use the same period for each figure. Leave unknown values blank and label estimates. Do not combine platform lead totals with CRM records without checking whether they describe the same enquiries.

| Channel | Spend, if known | Enquiries | Suitable prospects | Won work | Source of figures or uncertainty |
|---|---|---|---|---|---|
| Website or search | | | | | |
| Google Ads | | | | | |
| Paid social | | | | | |
| Other | | | | | |

If you calculate cost per suitable prospect, divide the relevant cost by the number of suitable prospects for the same scope and period. State what costs you included. With no suitable prospects recorded, leave the calculation blank and investigate.

8. Choose three next actions

Prioritise a broken enquiry route before buying more traffic. Then consider the changes most likely to remove a known obstacle. Give each action an owner and a review date.

| Priority | Problem and evidence | Next action | Owner | Review date | How will you judge it? |
|---|---|---|---|---|---|
| 1 | | | | | |
| 2 | | | | | |
| 3 | | | | | |

What can you fix internally?

What needs specialist investigation?

What would you like to discuss with DC Digital?

DC Digital | Planning resources | October 2026