Motion Canvas: Website Audit Track
Status: tool built, no sales process, no offer defined
Created: 2026-08-15
Last reviewed: 2026-08-15
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1. What we sell vs. what we deliver
| Sell (buyer language) | Deliver (what we actually build) |
|---|
| "I'll show you where your website is losing leads" | Playwright scrape of their site + Claude analysis of UX, conversion gaps, mobile speed, GBP completeness |
| "Here's a prioritized list of fixes" | Structured audit report: top issues, priority actions, estimated impact |
| "I can fix it for you" | Up-sell to free site or performance lead-gen offer |
Gap: we have the tool (Playwright + Claude) but no defined offer, no pricing, no delivery format, no outreach method. The audit is a means to an end (lead gen for the other three motions), not a standalone product — but we've never formalized that.
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2. Target vertical
Same as the other motions — local service businesses in the RRR 7 towns:
- HVAC, plumbing, electrical, roofing, garage doors
- Tree service, junk removal, pest control
- Locksmiths, towing, well pump, sewer/drain
Why: every local service business has a website (even if it's bad). Every one is losing leads somewhere. The audit is the universal lead magnet.
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3. Ideal Customer Profile
- Has a website (even a bad one)
- Gets some traffic but doesn't know if it's converting
- Has a Google Business Profile (can be audited alongside the site)
- Owner or marketing decision-maker
- Service area: Brighton, Thornton, Commerce City, Westminster, Northglenn, Federal Heights, Broomfield
- Not already working with a marketing agency
What we DON'T want:
- No website at all (audit is meaningless without a site to audit)
- Corporate franchises (they have corporate IT)
- Businesses that don't care about their web presence
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4. List compilation
How to find them:
- Google Maps scrape of all local service businesses in 7 towns
- Filter by: has a website URL listed, has GBP
- Enrich with: Playwright scrape of their site (mobile speed, form presence, contact info, GBP completeness)
- Prioritize: sites that are slow, not mobile-friendly, missing contact info, low review count
Target list size: 200+ businesses across 8 verticals
Tools:
- Playwright (✅ installed) — scrape sites, measure speed, detect issues
- Claude Code CLI (✅ installed) — analyze scraped data, generate audit report
- local-business-prospecting skill — Maps → dossier workflow
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5. The hook
The audit-led hook: "I took a quick look at your website and noticed three places where you're probably losing leads. Want me to send you the full list?"
Specific evidence to include in outreach:
- "Your homepage takes 4.2 seconds to load on mobile — most visitors bounce before they see your call button"
- "You have a contact form but no phone number visible — 40% of mobile users just want to tap and call"
- "Your Google Business Profile has 15 reviews but your website has no testimonials — you're leaving social proof on the table"
The audit is the lead magnet for the other three motions:
- Free site offer → "I can rebuild your site for free"
- Performance lead-gen → "I can fix all three gaps and track every lead"
- Premium Line → "Your after-hours call handling is broken"
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6. Outreach sequence
| Touch | Channel | Content | Timing |
|---|
| 1 | Cold email | "3 things I noticed on your site" + offer to send full audit | Day 1 |
| 2 | Follow-up email | "Here's your audit" (1-page PDF) + "Want me to fix it?" | Day 3 |
| 3 | Voicemail / SMS | "Sent you the audit — worth a look" | Day 7 |
| 4 | Case study | "Here's what happened after we rebuilt a similar site" | Day 14+ |
Channel priority:
- Cold email (scalable, professional)
- Cold call (voicemail only)
- FB Messenger (if active page)
- Walk-in (last resort, warm leads only)
What we should NOT do: cold SMS (TCPA), sell the audit as a standalone product (it's a lead gen tool, not a revenue stream).
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7. Conversion mechanism
The funnel:
- Cold email lands → they open, read the snippet
- They reply "send the audit" → we generate and send a 1-page PDF
- The audit ends with: "I can fix all three gaps — here's what that looks like"
- Discovery call → close on free site OR performance lead-gen OR Premium Line (depending on their situation)
- Contract signed → build begins
The audit report format:
- 1 page, PDF
- Top 3 issues with screenshots
- Estimated impact of each fix
- One sentence: "I can fix all three. Want to talk about how?"
Pricing: the audit is free. It's a lead generation tool, not a product. We never sell audits — we give them away to start conversations.
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8. Fulfillment
What happens after they say yes:
- Depends on which motion they choose:
- Free site → route to free site fulfillment
- Performance lead-gen → route to performance lead-gen fulfillment
- Premium Line → route to Premium Line fulfillment
Audit generation time: 15–30 minutes per site
- Playwright scrape: 5 min
- Claude analysis: 5 min
- PDF generation: 5 min
- Customization: 5–10 min
Cost per audit:
- Build time: 15–30 min × $100/hr = $25–$50
- Playwright: $0
- Claude API: ~$0.05 per analysis
- Total: ~$30–$55 per audit
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9. Kill criteria
- If 50 cold emails produce <5% response rate → the hook is wrong
- If 10 audit requests produce 0 discovery calls → the audit format or the close is wrong
- If 10 discovery calls produce 0 closed deals → the offer or the pricing is wrong
- If audit generation time exceeds 1 hour per site → the process needs automation
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10. Current status
What's built:
- Playwright (✅ installed) — can scrape any site
- Claude Code CLI (✅ installed) — can analyze scraped data
- local-business-prospecting skill — Maps → dossier workflow
- Website audit capability — exists, just not formalized into a repeatable process
What's missing:
- No defined audit format (1-page PDF template)
- No outreach sequence for audits
- No pricing (it's free, but that needs to be explicit)
- No conversion path from audit to deal
- No list compiled
Where it stalled: never formalized as a motion. We used ad-hoc audits in conversations but never built the tool into a repeatable sales process. It's the missing link between outreach and the other three motions.
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11. What to do next
- Build the 1-page audit template (Google Docs or HTML → PDF)
- Automate the audit generation: Playwright scrape → Claude analysis → PDF output
- Compile the local business list (200+ across 8 verticals)
- Send 10 cold emails with the audit offer
- Measure: response rate, audit requests, discovery calls, deals closed
- If response rate >10% → scale to 200
Dependency: needs Playwright (✅) and Claude Code CLI (✅) for automated audit generation. This is the motion that makes the best use of the new tools we built today.