tools-only Language & Quality Standards
CRITICAL: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.
Standards: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.
Skills: Activate marketing-fundamentals, seo-mastery, analytics-attribution skills.
Components: Reference ./.claude/components/interactive-questions.md
Data Reliability (MANDATORY)
CRITICAL: Follow ./workflows/data-reliability-rules.md strictly.
Required MCP Sources
| Audit Section | MCP Server | Fallback |
|---|---|---|
| SEO/Backlinks | semrush |
⚠️ NOT AVAILABLE |
| Search Rankings | google-search-console |
⚠️ NOT AVAILABLE |
| Traffic/Funnel | google-analytics |
⚠️ NOT AVAILABLE |
| Email Metrics | hubspot |
⚠️ NOT AVAILABLE |
| Social | twitter, tiktok |
⚠️ NOT AVAILABLE |
Rules
- NEVER fabricate audit scores or metrics (DA, traffic, rankings)
- Qualitative OK: UX assessment, content quality review without MCP
- Quantitative requires MCP: Show "⚠️ Requires [MCP]" for metrics sections
- WebFetch OK: For public page speed, SSL checks via web tools
Interactive Parameter Collection
Step 1: Ask Output Scope
Question: "What level of marketing audit do you need?" Header: "Scope" MultiSelect: false
Options:
- Basic - Overview with quick wins
- Recommended - Full audit with priorities
- Complete - Comprehensive with action plan
- Custom - I'll specify focus areas
Step 2: Ask Audit Focus
Question: "Which areas should the audit prioritize?" Header: "Focus" MultiSelect: true
Options:
- Website & SEO - Technical, keywords, backlinks
- Content - Inventory, quality, gaps
- Lead Gen - Funnel, forms, conversion
- Email & Social - Channels, engagement
Step 3: Ask Depth Level
Question: "How deep should the analysis go?" Header: "Depth" MultiSelect: false
Options:
- Surface - High-level assessment
- Standard - Detailed review
- Deep Dive - Comprehensive analysis
- Continuous - Ongoing monitoring setup
Step 4: Ask Output Priority
Question: "What's the primary goal of this audit?" Header: "Priority" MultiSelect: false
Options:
- Quick Wins - Immediate improvements
- Strategic - Long-term planning
- Competitive - Market positioning
- Growth - Scaling readiness
Step 5: Confirmation
Display summary:
## Marketing Audit Configuration
| Parameter | Value |
|-----------|-------|
| Brand/Website | [description] |
| Focus Areas | [selected focus] |
| Depth | [selected depth] |
| Priority | [selected priority] |
| Scope | [Basic/Recommended/Complete] |
Question: "Conduct this marketing audit?" Header: "Confirm" MultiSelect: false
Options:
- Yes, start audit - Begin analysis
- No, change settings - Go back to modify
Workflow
Discovery Phase
- Identify brand/website context
- Define audit scope and focus
- Gather existing analytics access
Technical Analysis
- Website health check
- SEO technical audit
- Page speed and UX review
Content & Channel Audit
- Content inventory and quality
- Social media presence
- Email program review
Conversion Analysis
- Funnel performance
- Lead generation assessment
- Competitive positioning
Agent Delegation
| Task | Agent | Trigger |
|---|---|---|
| Website/SEO audit | attraction-specialist |
Technical review |
| Content analysis | researcher |
Content inventory |
| Funnel analysis | lead-qualifier |
Conversion review |
| Email audit | email-wizard |
Email program |
| Social audit | researcher |
Social presence |
| Competitive context | researcher |
Market position |
Output Format
Basic Scope
## Marketing Audit: [Brand]
### Health Score: [X]/100
### Top 3 Issues
1. [Issue 1]
2. [Issue 2]
3. [Issue 3]
### Quick Wins
- [Win 1]
- [Win 2]
- [Win 3]
Recommended Scope
[Include Basic + Full area breakdowns + Priority matrix + 30-day action plan]
Complete Scope
[Include all + Detailed metrics + Competitive benchmarks + Resource requirements + Quarterly roadmap]
Detailed Output Template
# Marketing Audit: [Brand/Website]
**Date:** [Date]
**Auditor:** [Name/Tool]
---
## Executive Summary
### Overall Health Score: [X]/100
| Area | Score | Priority |
|------|-------|----------|
| Website & UX | X/100 | 🔴/🟡/🟢 |
| SEO | X/100 | 🔴/🟡/🟢 |
| Content | X/100 | 🔴/🟡/🟢 |
| Social Media | X/100 | 🔴/🟡/🟢 |
| Email Marketing | X/100 | 🔴/🟡/🟢 |
| Lead Generation | X/100 | 🔴/🟡/🟢 |
| Analytics | X/100 | 🔴/🟡/🟢 |
### Top 3 Urgent Issues
1. [Issue 1] - Impact: [High/Med]
2. [Issue 2] - Impact: [High/Med]
3. [Issue 3] - Impact: [High/Med]
### Top 3 Quick Wins
1. [Win 1] - Effort: [Low] - Impact: [High]
2. [Win 2] - Effort: [Low] - Impact: [High]
3. [Win 3] - Effort: [Low] - Impact: [Med]
---
## Website & UX Audit
### Technical Health
| Check | Status | Issue |
|-------|--------|-------|
| Mobile responsive | ✅/❌ | [Details] |
| Page speed (mobile) | X sec | Target: <3s |
| Page speed (desktop) | X sec | Target: <2s |
| SSL certificate | ✅/❌ | |
| Core Web Vitals | Pass/Fail | [Details] |
| 404 errors | X found | [List] |
| Broken links | X found | [List] |
### UX Assessment
| Element | Rating | Notes |
|---------|--------|-------|
| Navigation | 1-5 | [Notes] |
| CTA clarity | 1-5 | [Notes] |
| Value proposition | 1-5 | [Notes] |
| Trust signals | 1-5 | [Notes] |
| Mobile experience | 1-5 | [Notes] |
### Recommendations
- [ ] [Recommendation 1]
- [ ] [Recommendation 2]
---
## SEO Audit
### Technical SEO
| Factor | Status | Action |
|--------|--------|--------|
| Sitemap | ✅/❌ | [Action] |
| Robots.txt | ✅/❌ | [Action] |
| Schema markup | ✅/❌ | [Action] |
| Canonical tags | ✅/❌ | [Action] |
| Meta titles | X% optimized | [Action] |
| Meta descriptions | X% optimized | [Action] |
| H1 tags | X% present | [Action] |
| Image alt text | X% present | [Action] |
### Keyword Performance
| Keyword | Position | Volume | Opportunity |
|---------|----------|--------|-------------|
| [Keyword 1] | X | X/mo | [Notes] |
| [Keyword 2] | X | X/mo | [Notes] |
### Backlink Profile
- Domain Authority: X
- Total backlinks: X
- Referring domains: X
- Toxic links: X (disavow needed?)
### Recommendations
- [ ] [SEO recommendation 1]
- [ ] [SEO recommendation 2]
---
## Content Audit
### Content Inventory
| Type | Count | Avg Performance | Gap |
|------|-------|-----------------|-----|
| Blog posts | X | X views | [Gap] |
| Landing pages | X | X% conv | [Gap] |
| Case studies | X | X downloads | [Gap] |
| Videos | X | X views | [Gap] |
| Lead magnets | X | X downloads | [Gap] |
### Content Quality
| Metric | Score | Benchmark |
|--------|-------|-----------|
| Avg word count | X | 1500+ |
| Readability | Grade X | Grade 8 |
| Freshness (avg age) | X months | <12 mo |
| Internal linking | X avg | 3-5 |
### Content Gaps
- [Topic gap 1]
- [Topic gap 2]
- [Funnel stage gap]
### Recommendations
- [ ] [Content recommendation 1]
- [ ] [Content recommendation 2]
---
## Social Media Audit
### Presence Overview
| Platform | Followers | Engagement | Posting Freq |
|----------|-----------|------------|--------------|
| LinkedIn | X | X% | X/week |
| Twitter/X | X | X% | X/week |
| Instagram | X | X% | X/week |
| Facebook | X | X% | X/week |
### Profile Optimization
| Platform | Bio | Link | CTA | Branding |
|----------|-----|------|-----|----------|
| LinkedIn | ✅/❌ | ✅/❌ | ✅/❌ | ✅/❌ |
| Twitter/X | ✅/❌ | ✅/❌ | ✅/❌ | ✅/❌ |
### Content Performance
- Best performing content type: [Type]
- Best posting time: [Day/Time]
- Engagement vs competitors: [Above/Below avg]
### Recommendations
- [ ] [Social recommendation 1]
- [ ] [Social recommendation 2]
---
## Email Marketing Audit
### List Health
| Metric | Value | Benchmark |
|--------|-------|-----------|
| List size | X | - |
| Growth rate | X%/mo | 3-5% |
| Bounce rate | X% | <2% |
| Unsubscribe rate | X% | <0.5% |
| Inactive % | X% | <30% |
### Performance
| Metric | Actual | Benchmark |
|--------|--------|-----------|
| Open rate | X% | 25% |
| Click rate | X% | 3% |
| Conversion rate | X% | 1% |
### Automation
| Sequence | Exists | Performance |
|----------|--------|-------------|
| Welcome | ✅/❌ | [Metrics] |
| Nurture | ✅/❌ | [Metrics] |
| Re-engagement | ✅/❌ | [Metrics] |
| Onboarding | ✅/❌ | [Metrics] |
### Recommendations
- [ ] [Email recommendation 1]
- [ ] [Email recommendation 2]
---
## Lead Generation Audit
### Funnel Analysis
| Stage | Volume | Conv Rate | Benchmark |
|-------|--------|-----------|-----------|
| Visitors | X | - | - |
| Leads | X | X% | 3% |
| MQLs | X | X% | 20% |
| SQLs | X | X% | 30% |
| Customers | X | X% | 25% |
### Lead Capture
| Element | Present | Quality |
|---------|---------|---------|
| Lead magnets | ✅/❌ | [Score] |
| Forms | ✅/❌ | [Score] |
| CTAs | ✅/❌ | [Score] |
| Pop-ups | ✅/❌ | [Score] |
| Chat | ✅/❌ | [Score] |
### Recommendations
- [ ] [Lead gen recommendation 1]
- [ ] [Lead gen recommendation 2]
---
## Analytics Audit
### Tracking Setup
| Tool | Installed | Configured |
|------|-----------|------------|
| Google Analytics | ✅/❌ | ✅/❌ |
| Tag Manager | ✅/❌ | ✅/❌ |
| Conversion tracking | ✅/❌ | ✅/❌ |
| UTM usage | ✅/❌ | ✅/❌ |
| CRM integration | ✅/❌ | ✅/❌ |
### Data Quality
- [ ] Goals configured
- [ ] Events tracking
- [ ] E-commerce tracking
- [ ] Cross-domain tracking
---
## Priority Action Plan
### Immediate (Week 1)
1. [Critical fix 1]
2. [Critical fix 2]
### Short-term (Month 1)
1. [Priority 1]
2. [Priority 2]
3. [Priority 3]
### Medium-term (Quarter 1)
1. [Strategic initiative 1]
2. [Strategic initiative 2]
### Resource Needs
- [Resource 1]
- [Resource 2]
Output Location
Save audit to: ./docs/audits/full-[brand]-[YYYY-MM-DD].md