“Founded in 2015, we are a leading provider of…” I read some version of that sentence on the homepage of nearly every business I audited. 35 out of 55 had homepage or landing page problems, and the most common one was this: the page was about the company, not the customer. Company history. Awards. Team
20/55 businesses had case studies recommended. Almost none had written any. One had ‘loads of case studies in her head but never put pen to paper.’ A jeweller with worldwide reputation had product photos but nothing about bespoke commissions. A training company had changed outcomes for organisations but the proof lived in the founder’s memory.
37/55 had social media issues. Two distinct problems. Group A: businesses that weren’t doing anything (set up a page three years ago, posted a few things, went quiet). Group B: businesses that were posting a lot but saying nothing (motivational quotes, ‘Happy Friday!’, shared content with no commentary). Both groups had the same result: no
38/55 were using spreadsheets. 11 were on paper files. One business had its entire client base in a locked filing cabinet in one building. Frame the spectrum: some businesses genuinely don’t need a CRM yet (5 clients, simple service). Most of the businesses I audited had outgrown their spreadsheet months or years ago but hadn’t