Mini Audit

Profile Information

Company Whose Website is Being Audited*

Website URL Being Audited*

Audit Conducted by*

Email of Auditor*

Give your website a rating based on: 1 (does not follow this criteria), 2(moderately follows this criteria), 3 (follows this criteria very well). Once complete, click "Get My Results" at the bottom of the page to receive your results straight to your inbox!

Tribal Engagement

Immediate Tribal Identification and Resonance

It is clear from the home page visuals and messaging that the partners have domain expertise in 1-3 key vertical industries or in solving 1-3 primary business process/workload areas. Website images accurately portray and reflect the target prospect’s (tribal) day-to-day realities. Viewers can see themselves in images, videos, and blogs in terms of gender, age category and job role. No stock photos.

Rating 123

Inclusive Tribal Language

Copy is written in the first person instead of third person. There is little use of the words “we” “our” “clients” “companies” “they” and instead a high use of the words “you” “your business” “your company”.

Rating 123

Persona Engagement

Clearly Defined Personas

Prospect/customer segmentation is immediately and clearly visible on the homepage. There are three clear paths on the homepage that viewers can take based on who they are or what their role and needs are.

Rating 123

WHY, HOW, WHAT Messaging

Website copy does not speak to multiple audiences at the same time and instead clearly speaks to one of 3 personas: WHY, HOW, WHAT. At least 75% of the web site content appeals and speaks to the HOW (business line manager) persona, no more than 20% to the WHAT (technical) and there is an adequate amount of WHY (senior leadership) content for senior leadership. The content is the appropriate length and in the correct consumable form for each persona.

Rating 123

Emotional Engagement Trigger

Unveil Pain

They have quickly identified 3 or more core emotional trigger pains driving a purchase early on in the website. The website text and messaging predominantly focuses on vertical industry specific pain and business problems the prospect is experiencing. They do not have Microsoft products, technology or features as the lead messaging on the home page.

Rating 123

Stimulate Fear and Loss to Motivate Action

Fear and loss are a strong motivator for action. The web messaging calls out fear and risk throughout the web site. i.e. loss of customers, eroding margins, loss of key customers, high cost of labour, declining market share, risk of not choosing the right vendor, not having the data they need to make decisions etc.

Rating 123

Visual Stimulation

Visually Grabbing Homepage

There are more than one and ideally 3-6 photos or videos on the home page that demonstrate vertical industry expertise and the prospects’ pain from 3 different personas.

Rating 123

Video Motion

There are videos throughout the website. Videos are less than 3 minutes long. These videos center on the world of the customer not on the partner and why they are a good choice. Visual content is social-media ready, easily shareable, and easy to grasp.

Rating 123

Curiosity and Persuasion

Build Anticipation with Questions

Headlines are provocative and emotionally stimulating. They are negative in perspective highlighting pains the prospect can relate to or asking a question that the prospect does not know the answer to, but would like to. The headlines get the visitor to nod in agreement. i.e. Worried about losing market share? Tired of not have the information you need to make decisions? Want to know the top 5 reasons your competitors have higher margins than you do?

Rating 123

Surprise/Curiosity Elements

There are humorous or unconventional images vs boring stock photos. Industry data, statistics or industry/vertical outcomes are highlighted to get attention. There are engaging elements such as (videos, surveys, analytical reports, quizzes or short tests) that pique curiosity and leave the audience desiring an answer.

Rating 123

Simplicity vs. Complexity

Tangible, Concrete Language

Copy is written in familiar, friendly and recognizable language. Words are kept to a minimum, to the point and use normal day-to-day language. No complex, or abstract ideas. No vague meaningless claims and generalizations made. For example, instead of “improve business processes and productivity” messages read “click here to find out how you can reduce down time by 20%”.

Rating 123

Less is More

There is a limited quantity of text, lots of white space and strong appealing visuals, especially on the homepage and on industry subpages. Only critical pieces of information that will encourage the prospect to make a buying decision are included.

Rating 123

Proof of Claims

Social Proof - Compelling Customer Proof

The best customer stories are featured on the home page. There are many customer videos, testimonials and more that represent all 3 personas and have quantifiable data to support claims made. i.e. John Smith CEO of ABC company reduced distributions costs by 15% in 6 months…. Case studies speak to the specific pains customers were able to solve using the partners’ solution. Customer testimonials include photos of the actual clients.

Rating 123

Demos to Prove Your Claims

There are short 1-3 minute specific demos to demonstrate how specific pains are alleviated. Only one or two particular core benefits are shown in each. The demo is perfectly scripted and provides a planned deliberate proof of gain.

Rating 123

Trust and Credibility


There is a clear explanation of what the partner will do with a prospect's name and email address if the prospect provides it. The visitor is told what will be receiving and how frequently. It is stated that personal information will not be sold or shared with others.

Rating 123

3rd Party Validation

The partner showcases company awards, links to customer web sites and has links to articles/press written about the company.

Rating 123

Value Exchange and Action Engagement

Teach Prospects

The partner isn’t selling the company or products, instead they are giving visitors an opportunity to learn new things they didn’t already know. Prospects are offered valuable content pieces such as industry reports, white papers and other educational content.

Rating 123

Compelling Call-to-Action

There are strong call to actions on the home page and subpages. Whether it’s a button or a form, persuasive action words are used, such as, “buy now”. Buttons and forms do not have more than 3 fields to fill out and don’t say “submit” or “request,” but instead use value based messages such as “click here to learn 5 ways to save money“ and "start saving money now”.

Rating 123

Competitive Emotional Engagement Level

Higher Level of Tribal Resonance Compared to Competitors

The partner’s website has more industry images and specific business pain messaging than competitor web sites.

Rating 123

Higher Level of Overall Emotional Engagement Level

The partner’s website is more emotionally engaging and memorable than competitor websites.

Rating 123

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