Glossary

Does it promote business growth or create the illusion of work?

• Is there a logical approach and plan of action?
• Is non-branded commercial traffic increasing?
• Which pages actually attract customers?
• Does organic traffic convert into inquiries?
• Are there any hidden risks (fraudulent activity, links, technical issues)?

Does it bring in applications or just burn through the budget?

• Is there a strategy and understanding of what drives results?
• Which campaigns and combinations actually generate leads?
• Does the economics add up: CPL, CAC, margin?
• Are analytics and attribution set up correctly?
• Are there hidden budget leaks: fraud, junk sites, auto-strategies?

Does it strengthen the business or just look pretty?

• Does the website solve specific business tasks?
• Is the user’s path to the application clear?
• Does the design work for conversion, not just aesthetics?
• Is the website ready for SEO, advertising, and scaling?
• Are there technical and UX risks that kill applications?