Business Self-Reflection Audit (Lead Flow → Sales → Capacity → Moat)

1) Visibility (Are people finding you?)

• If you get no calls at all from Google → check your Google Business Profile (GBP) basics: category, services, service area, hours, photos, tracking number, and whether it’s verified.
• If you get some calls but not many from Google → check your reviews (quantity + recency + rating) and whether you’re replying to them.
• If you rank well in your suburb and have strong reviews, but still need more work → expand with SEO (target nearby suburbs + “money pages” for each service).
• If you’re paying an SEO company and you’ve never had a call you can attribute to SEO → either switch providers or start tracking + validating work (rank tracking + GSC + call tracking), and use a tool like Semrush to sanity-check.

2) Conversion (Are visitors turning into enquiries?)

• If you’re doing SEO + Google Business but leads are still light → check your conversion rate:
  • Is your phone number obvious?
  • Is your offer/service clear above the fold?
  • Do you have proof (reviews, photos, case studies)?
  • Do you have a fast quote flow?
• If you’re getting clicks/visits but not enquiries → fix website + landing pages (speed, messaging, trust signals, clear CTA, suburb/service pages, quote form simplicity).

3) Lead Volume (Do you need more enquiries?)

• If you convert well but you simply need more leads → run Google Ads (high intent) and/or Facebook Ads (awareness + remarketing), depending on the trade and ticket size.
• If your work is seasonal and you need consistent pipeline → run always-on retargeting + build an email/SMS database for reactivation.

4) Lead Quality (Are you getting time-wasters?)

• If you have too many leads and don’t have time for tyre-kickers → make the enquiry process longer / more filtered:
  • add minimum job size
  • add suburb/service qualifiers
  • add “upload photos” requirement
  • add “budget range” or “job type” selector
  • add “next available booking is…” to repel urgency shoppers
• If people are enquiring but ghosting → improve speed-to-lead and follow-up: instant SMS reply + missed call text back + 3–6 step follow-up sequence.

5) Operations (Can you handle enquiries properly?)

• If everything lives in emails/texts and you can’t spot what’s going wrong → implement a CRM (pipeline, follow-ups, automation, missed call text, reporting).
• If you’re losing jobs because you forget follow-ups → add quote follow-up automation and a proper pipeline stage system.
• If you’re flat out and margins are slipping → review pricing, job types, and scheduling, and consider pushing higher-margin services.

6) Moat (How do you become the obvious choice?)

• If things are going well but you want to protect long-term growth → build a moat:
  • consistent social proof (reviews, before/afters)
  • consistent content (short videos, FAQs, projects)
  • brand presence (local recognition)
  • database + remarketing (people remember you)
  • partnerships/referrals

Optional: Quick Check

Cross out what is going well:

1. Google visibility (GBP + ranking)
2. Reviews strength (quantity + recency)
3. Website conversion
4. Lead flow consistency
5. Lead quality
6. Follow-up system
7. Capacity + delivery
8. Brand/moat (content + social)

Then: Look at what is not crossed out and start fixing the problems on the list top down.

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