A 5-minute self-assessment to find out whether your website is building value for your business — or quietly losing it.
How This Works
Answer 15 questions about your business. Not about your website — about how your business finds customers, handles enquiries, and plans for growth.
Pick the answer that's closest to your reality, not where you'd like to be. The results only help if they're honest.
At the end, you'll see where your website sits in the bigger picture — and whether a structured approach to turning it into an asset makes sense for your situation.
The Questions
How Your Business Finds Work
1. When you're not actively selling or networking, do new enquiries still come in?
a) Rarely — most business comes through personal effort or referrals b) Some trickle in, but it's unpredictable c) Yes — we have a steady flow from online and other channels d) Multiple channels generate leads consistently, even when we're not pushing
2. Do potential customers seem to understand what you do before they first speak to your team?
a) Almost never — we usually explain from scratch b) It depends how they found us c) Usually — most have done some research before making contact d) Yes — they arrive well-informed and ready to discuss specifics
3. What happens to marketing effort you've invested over the past year? Is it still producing?
a) We haven't really invested in marketing b) We ran some campaigns, but they stopped working when we stopped spending c) Some of it persists — content we created still gets found d) Most of it compounds — things we published months ago still bring in enquiries
How Your Business Is Perceived
4. If a potential customer compared you to your two closest competitors online, how would you feel about that comparison?
a) I'd rather they didn't — we'd probably come off worse b) We'd hold our own, but nothing would stand out c) We'd look professional and credible d) We'd clearly demonstrate more depth, expertise, and proof
5. Do you feel your online presence reflects the actual quality of your business?
a) No — there's a significant gap between how good we are and how we look online b) It's adequate, but it doesn't do us justice c) Yes — it's a fair representation d) It's one of our strengths — people comment on it
6. How much published proof do you have that you're good at what you do? Case studies, testimonials, examples of work, thought leadership.
a) Very little or none b) Some, but it's scattered or outdated c) A decent collection that we keep current d) Extensive — it's a deliberate part of how we build trust
How Your Team Works
7. When a customer asks your team a question that's been answered many times before, what happens?
a) Someone writes a fresh response every time b) We have some templates, but it's mostly ad hoc c) We can point people to existing resources — FAQs, guides, etc. d) Most common questions are handled before they need to ask
8. How quickly can you update information that customers and prospects see about your business?
a) We can't really — we depend on someone external and it takes weeks b) It's possible but slow — days to a week c) Routine changes happen same-day d) It's part of normal workflow — several people can handle it quickly
9. Does the website ever come up in internal conversations about how to solve a business problem?
a) No — it's not part of how we think about the business b) Occasionally — usually when something's broken or embarrassing c) Sometimes — people suggest using it for things d) Regularly — it's a tool the team actively uses and improves
What's Happening Behind the Scenes
10. If your website went down right now, how long before you'd know — and what would happen?
a) I probably wouldn't know until a customer told me b) I'd notice eventually, but I wouldn't know who to call c) I'd know within hours and have someone to contact d) We'd be alerted automatically and there's a process to resolve it
11. When was the last time you looked at your website on your phone and felt good about the experience?
a) I can't remember doing that b) It works, but it's not great c) It's solid — clean, fast, usable d) It's genuinely good — I'd be happy for anyone to see it
12. Do you have a clear picture of what's happening with updates, security, and backups?
a) No — I assume someone's handling it, but I'm not sure b) I know the basics, but I don't get regular reporting c) Yes — there's a maintenance routine and I know what's covered d) Fully documented — monitoring, security, backups, and regular reporting
Where You're Heading
13. If I asked you right now which page on your website works hardest for your business, could you answer?
a) No idea b) I'd guess the homepage, but I don't really know c) Yes — I know which pages get traffic and which convert d) I could show you the data and explain why
14. Over the past year, has your website become more valuable to the business, less valuable, or stayed about the same?
a) Less valuable — or honestly, it's irrelevant b) About the same c) More valuable — we've invested and seen returns d) Significantly more — it's a growing asset that compounds year on year
15. How does your website fit into your business plans for the next 12 months?
a) It doesn't really feature — other priorities come first b) We might get to it if there's budget c) It's part of the plan — we have specific goals for it d) It's central — digital investment is a strategic priority
Scoring
Each answer maps to a score:
- a = 1 | b = 2 | c = 3 | d = 4
Calculate your scores
How You Find Work (Questions 1-3): Add your three scores, divide by 3 How You're Perceived (Questions 4-6): Add your three scores, divide by 3 How Your Team Works (Questions 7-9): Add your three scores, divide by 3 Behind the Scenes (Questions 10-12): Add your three scores, divide by 3 Where You're Heading (Questions 13-15): Add your three scores, divide by 3
Overall score: Average of all five category scores. Your weakest link: Your lowest category score. This is where value is leaking most — and it holds back everything else.
Your Results
Average 1.0–1.6: Your website is costing you money
Your website exists, but it is not contributing to your business. Worse — it may be actively working against you. Every prospect who visits and leaves unimpressed is a prospect who goes somewhere else. You never see those lost opportunities, which is exactly why they persist.
What you're leaving on the table: The gap between a website that sits there and one that actively generates business is not marginal — it's the difference between a depreciating expense and an appreciating asset. Every month without a functioning platform is a month where competitors are building the search visibility, content depth, and credibility that you're not.
Are you a fit for the Asset Playbook? Yes — if you're ready to stop treating the website as a box to tick and start treating it as a business tool. The playbook starts with getting the foundations right. No amount of marketing or SEO fixes a broken platform, so the first step is always stability and ownership.
Average 1.7–2.4: Your website works, but it's not working for you
You've got the basics covered. The site functions, it looks reasonable, and people can find you. But you're leaving significant value on the table. Your website could be generating measurably more business, building your brand reputation, and making your team more efficient — and right now it's doing none of those things systematically.
This is the most common position. You've "done the website." You haven't turned it into an engine.
What you're leaving on the table: A website at this level typically captures a fraction of the leads it could. The content isn't compounding because it isn't consistent. The team can't self-serve because the platform isn't set up for it. You're paying for a tool and using it as a brochure.
Are you a fit for the Asset Playbook? This is the sweet spot. You have a working foundation — you don't need to start from scratch. What you need is the system around it: measurement, content rhythm, team capability, and strategic alignment. The playbook is designed for exactly this situation.
Average 2.5–3.4: Your website is becoming an asset
You're ahead of most businesses. You measure, you invest, and you treat the website as a genuine function — not an afterthought. It's contributing to your business and you can see the returns.
The opportunity now is compounding. Each improvement builds on the last. But look at your category scores — are they even, or is one area dragging the others down? A website that's strong on leads but weak on technical health is a car with a powerful engine and bald tyres. The weakest category limits the return from everything else.
What you're leaving on the table: At this level, the gap is usually between "the website works well" and "the website is our most valuable asset." That gap is closed by aligning the underperforming categories with the ones that are already strong — and that's where the compounding accelerates.
Are you a fit for the Asset Playbook? Yes — but your version focuses on optimisation rather than foundation. The playbook identifies which categories need attention and provides a structured approach to closing the gap between where you are and the full value your platform could generate.
Average 3.5–4.0: Your website is a strategic asset
You're in the top tier. Your website drives business decisions, generates measurable returns, and operates as a genuine strategic asset. Most businesses aspire to be where you are.
Are you a fit for the Asset Playbook? You probably don't need it — but you might value a conversation about what's next. Maintaining this level of performance requires ongoing investment, and the strategic questions at this stage are genuinely interesting. If you're looking for a partner to help sustain and extend your advantage, that's a different conversation — and one worth having.
What's the Website Asset Playbook?
Most businesses rebuild their website every two to three years. Each time, they lose the search equity, content depth, and operational maturity they'd built up. Then they start over. It's expensive, it's frustrating, and it guarantees the website never compounds into something truly valuable.
The Website Asset Playbook is a different approach. It's built on a simple idea: a website that receives consistent investment appreciates over time — like any good asset. The businesses that understand this stop rebuilding and start growing. Their websites get more valuable every year, not less.
The playbook maps where you are today, what's possible next, and what specific investment gets you there — with actions, timelines, and measurable outcomes for your situation.
What the playbook covers
If you scored 1.0–1.6 — Foundation
Your playbook focuses on building the asset from the ground up:
- Getting the platform stable, secure, and professionally hosted
- Setting up analytics so you can see what's actually happening
- Creating a content foundation that converts visitors into enquiries
- Establishing ownership — so you control your own asset, not a third party
- Timeline and investment expectations for getting to a working platform
If you scored 1.7–2.4 — Momentum
Your playbook focuses on turning a working website into a working engine:
- Installing measurement across all five value dimensions (not just leads)
- Building a content rhythm that compounds — monthly at minimum
- Getting your team confident in the CMS so changes happen in hours, not weeks
- Technical health check — speed, security, and maintenance routine
- Setting 90-day targets with specific metrics to track progress
If you scored 2.5–3.4 — Acceleration
Your playbook focuses on closing the gap between "works well" and "most valuable asset":
- Identifying and strengthening the weakest category (the one holding everything else back)
- Building an SEO programme with defined keyword targets and competitive tracking
- Integrating the website into your business systems (CRM, email, reporting)
- Setting up quarterly reviews with a scorecard that shows trajectory over time
- Content strategy aligned to business goals, not just "we should blog more"
Ready?
The assessment told you where you are. The playbook shows you what to do about it.
[Book a website health conversation] — 30 minutes, no obligation. We'll walk through your scores, discuss what's realistic for your business, and you'll leave with a clear picture of the opportunity — whether you work with us or not.