The WA Small Business Online Audit Checklist
Self-audit your online presence in 15 minutes. 47 checkpoints across your website, Google profile, ads and lead flow — with priority scores.
You don’t need another agency telling you to “invest in your digital presence.” You need a way to look at what’s already there, find what’s broken, and fix the bits that cost you real customers.
This is that — the same 47-point check we run when a new client sits down with us, made public.
Works for a Perth electrician, a Joondalup café, a Mandurah physio, or a Bunbury accountant. Same four layers. Same patterns.
📥 Grab the printable PDF (score sheet included) →
Quick answer
Most WA small businesses lose customers across four layers — website, Google Business Profile, ads, and lead follow-up. The fix is rarely a full rebuild. It’s plugging the leaks. Score yourself out of 100 below, then fix the weakest layer first.
The four layers
Layer 1 — Your website (16 checks)
Most owners over-rate their site. They look at it on desktop, on good wifi, after a coffee. Your customers see it on a four-year-old phone, on patchy reception, between two other jobs.
The big four checks: under-3-second mobile load, tappable phone number, one clear next step per page, real photos (not stock).
→ The full 16-point Website Audit
Layer 2 — Your Google Business Profile (12 checks)
This is the single biggest leak we find in WA. A half-finished Google profile loses you more local jobs than a slow website.
The big four: all service areas listed, 25+ reviews with 4.4+ average, 10+ photos uploaded, monthly post or update.
→ The 12-point Google Business Profile Audit
Layer 3 — Your paid ads (9 checks)
If you’re not running ads, give yourself 0 and skip. If you are: most WA businesses we audit can name their cost per click but not their cost per qualified lead — that’s the gap that matters.
The big four: conversion tracking installed, dedicated landing pages (not your homepage), negative keywords list, geo-targeting matches your service area.
→ The 9-point Google & Meta Ads Audit
Layer 4 — Your lead follow-up (10 checks)
Nobody wants to look at this one because it points the finger inward. You can have a great site, top of Google, and ads firing — and still lose half your leads because you didn’t reply for four hours.
The big four: reply within 60 minutes, missed-call text-back, quote follow-up after 48 hours, somebody owns the leads (not “everyone, nobody”).
→ The 10-point Lead Follow-up Audit
📥 Get the PDF version with all 47 checks + score sheet →
Score yourself out of 100
Each layer adds up to its own section score. The PDF adds them into a /100 for you. Without the PDF, take your section totals and roughly:
- 80–100 — Tight ship. The leak’s small. Probably search-engine setup or how you’re measuring results.
- 60–79 — Solid bones. Targeted fixes will move the needle fast.
- 40–59 — Where most WA owners sit. Fix the top 5 items, see results in 60 days.
- Under 40 — Heavy leakage. Don’t patch — diagnose.
What to fix first (the WA shortcut)
From auditing 100+ WA small businesses, the order that moves the needle fastest:
- Google Business Profile — cheapest, fastest lift. A weekend.
- Lead follow-up basics — 60-min reply, missed-call text-back. A fortnight.
- Website mobile speed + clarity — biggest revenue leak if your site loads slow.
- Reviews system — automate the ask, not the writing. Pays off for years.
- Ads tracking — only if you’re already running ads.
Everything else is polish.
Want a proper diagnosis instead?
The self-audit catches the obvious. The Look-See Audit ($400 one-off) covers the bits you can’t see — the technical bits that affect your Google ranking, what your competitors are doing, and where leads quietly disappear. Written report, scored priorities, 90-day roadmap. 50% credited if you continue with Swan Ops within 60 days.
👉 Book a free 15-min yarn — we’ll tell you straight if a Look-See makes sense for your business or not.
FAQ
How long does the self-audit take?
About 15 minutes if you tick honestly. Most owners stretch to 20 by re-reading the questions.
Do I need to fix all 47 points?
No. Most owners get 70% of the gain from fixing 5 or 6 specific items. Score yourself, find your weakest layer, fix that one.
Is the PDF really free?
Yes. Email required so we can send it. Two short follow-up emails, then we leave you alone. No upsell pop-ups inside the PDF.
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