MA
Marketing Audit Report
Website · Social Media · Competitors · 90-Day Plan
Marketing Audit Report

Sample Report

A clear review of digital visibility, lead generation, social media, competitor positioning, and the highest-priority actions for the next 90 days.

Prepared for
Sample Client
Industry
Bespoke Structural Glass
Report Ref
MA-0526
✓

Executive Summary

The business is a specialist bespoke structural glass company with 25+ years of hands-on experience — design, manufacture, and installation all under one roof. It operates in a premium segment of the London and UK market, serving residential homeowners, architects, and contractors. Customer satisfaction is genuinely exceptional, and the personal reputation of founder Jethro is a clear commercial asset. However, the digital presence does not yet communicate that premium, specialist positioning to prospective customers who are searching online right now.

5/10Website Experience
2/10Social Media Presence
4/10Google Visibility
7/10Brand Authority
3/10Lead Journey

Scores reflect current digital marketing performance across key categories.

Key Findings at a Glance

Critical
No social media presence — an entirely untapped channel for visual, high-value products.
Critical
Review volume critically low — only 6 on-site reviews, no Trustpilot or Checkatrade presence.
High
Lead journey unclear — free quote CTA exists but no follow-up system, turnaround times, or nurture flow visible.
High
Website copy does not reflect the premium, bespoke positioning of the actual product and service.
Medium
Portfolio and project photography are not prominently featured — structural glass is a visual sell.
Medium
No blog, case studies, or content to support SEO or architect/contractor audiences.
Strength
Exceptional personal reputation — every review praises Jethro by name; rare and valuable.
Strength
Unique specialist offer — bespoke, UK-manufactured, design-to-install; no mass-market compromise.
1

Website Audit

What Is Working

  • Comprehensive product range clearly listed — six distinct product categories with dedicated pages.
  • Free structural calculator tool is a genuinely useful differentiator that demonstrates technical credibility.
  • Insurance documents publicly available — a trust signal valued by contractors and clients.
  • Free quote, free design, and free consultation offer is a clear value proposition on the homepage.
  • Mobile-responsive layout and clean navigation structure.

What Needs Improving

  • Copy does not match the product quality. Phrases like “at most affordable cost” undersell a premium, architect-grade offer. The copy needs to reflect homeowners doing £100k+ extensions and the architects advising them.
  • No project portfolio or case studies. Structural glass is an entirely visual product. The website has small thumbnail galleries but no full project stories, before/afters, or named case studies.
  • Only 6 reviews displayed — all on-site only. The testimonials are excellent but self-hosted and unverifiable to an external visitor.
  • Lead journey is incomplete. The free quote form exists, but there is no indication of what happens next — response time, process steps, or what the client should expect.
  • SEO infrastructure is minimal. No blog, no location pages beyond London/UK, and no FAQ section targeting search terms such as “bespoke rooflight London,” “walk-on skylight cost,” or “glass box extension London.”
  • Duplicate domain confusion. A separate company using a similar domain exists in the same market. This should be actively managed.
Priority Recommendation Commission a professional photography session across two or three completed projects. Build these into full case study pages: the brief, the challenge, the solution, and the result. This single investment upgrades the website from a brochure into a portfolio — and gives the business content to feed SEO, social media, and email follow-ups for months.
2

Social Media Audit

Current State

No active social media presence was found on Instagram, Facebook, LinkedIn, or TikTok. This is the most significant digital marketing gap for this business. Structural glass — rooflights, glass boxes, walk-on floors — is among the most visually compelling home improvement product categories available. Instagram and Pinterest are how homeowners and architects discover inspiration. The business is invisible in those spaces entirely.

Platform Status

PlatformStatusKey Issue
InstagramNot presentHighest-impact missed channel — visual product, aspirational audience.
FacebookNot presentHomeowner demographic and local community reach untapped.
LinkedInNot presentArchitect and contractor B2B pipeline unreached.
PinterestNot presentHigh-intent home improvement research channel — significant SEO value.
YouTube / TikTokNot presentInstallation process content has viral and SEO potential.

Content Gap: What Is Missing

Currently PostingMissing
NothingCompleted project photography and walkthroughs.
NothingInstallation process videos: before, during, and after.
NothingClient testimonial content: video or graphic quotes.
NothingEducational posts: how to specify a rooflight, planning rules, U-values.
NothingArchitect and contractor-facing content for B2B referrals.
Priority Recommendation Start with Instagram only — it requires the lowest effort relative to impact for this product category. Set up a business profile, link to the website, and commit to posting two or three times per week: completed projects, work-in-progress shots, and the occasional educational slide. Within six months, this channel alone should be generating enquiries.
3

Google Presence & Local Visibility

What Was Found

  • Google Business Profile appears to exist but carries very few public reviews — the primary trust signal for any local or specialist trade business searching online.
  • Only 6 reviews across the entire web. All are five-star and genuinely effusive — but 6 reviews will not move the needle in local search rankings compared to competitors with hundreds.
  • No Trustpilot or Checkatrade presence. These are two heavily checked third-party platforms for UK trade and home improvement businesses.
  • Competitor domain confusion. A similar .co.uk domain is a separate business, creating possible confusion in search results and diluting brand equity.
  • Local SEO infrastructure is minimal. No structured schema markup, no location-specific landing pages beyond the homepage, and no FAQ content to capture long-tail search intent.
Priority Recommendation Implement a post-project review request process immediately. After every completed job, send the client a direct link to the Google Business Profile to leave a review. A simple WhatsApp message with a pre-written note and the link takes 30 seconds and compounds over time. Reaching 30–50 genuine five-star reviews would dramatically change the business’s visibility in local search.
4

Competitor Landscape

CompetitorTypeTheir StrengthAdvantage
Velux / FakroMass-market manufacturerBrand recognition, national distribution.Bespoke sizing, personal service, installation included.
Roof MakerOnline specialist supplierSlick website, strong SEO, broad product range.Direct installation, no middleman, bespoke structural glass.
Toughened Glass SystemsSpecialist installerStrong content marketing and SEO.25+ years experience, architect relationships.
Korniche / Brett MartinTrade brand / retailerInstaller network, competitive pricing.Fully bespoke capability, complex projects, structural glass expertise.
SM GlassTechBespoke specialistDesign-manufacture-install model, strong content.Direct founder involvement, personal reputation, Jethro’s track record.
Key Insight The market leaders in bespoke structural glass invest heavily in content — case studies, blogs, and educational guides — to attract architects and specifiers at the research stage. The business has the product quality and experience to compete directly, but is invisible at that research stage because the content does not exist yet. Closing that gap is the highest-leverage marketing action available.
5

90-Day Priority Plan

Month 1

Foundations & Quick Wins

  • Audit and optimise the Google Business Profile — complete all fields, add project photos, verify address.
  • Set up a post-project review request process — WhatsApp template + Google review direct link.
  • Rewrite homepage and product page copy to reflect a premium, bespoke positioning.
  • Set up Instagram business account and post the first 9 images from completed projects.
  • Register on Checkatrade and request reviews from recent satisfied clients.
  • Clarify lead response process — add expected turnaround time and next steps to the quote form page.
Month 2

Content & Visibility

  • Commission professional photography across two or three completed projects.
  • Publish the first two project case studies on the website — brief, challenge, solution, result.
  • Launch a simple blog with four articles targeting high-intent search terms, such as “walk-on rooflight cost UK” and “glass box extension planning permission”.
  • Set up LinkedIn company page to build architect and contractor referral pipeline.
  • Add Trustpilot account and invite existing clients to review.
  • Establish consistent Instagram posting schedule — minimum 2x per week.
Month 3

Lead Generation & Conversion

  • Build location-specific landing pages for key areas beyond London, such as Surrey, Essex, and Hertfordshire.
  • Add structured FAQ section to the website targeting common pre-purchase questions.
  • Set up simple email follow-up sequence for quote requests — 3 emails over 14 days.
  • Review enquiry volume and conversion rates — identify where leads are dropping off.
  • Pin best-performing Instagram content and test a small paid promotion on one completed project post.
  • Present findings and revised strategy — identify next highest-priority actions.

The business already has what most competitors spend years trying to build: a founder whose name clients remember and recommend, genuine technical expertise, and a visually striking product. The work is exceptional. The marketing just needs to catch up.