Could somebody who has never heard of you say what you do?
Answer quickly and do not go and check the website first. The fast answer is the honest one.
StartWhat produced this
Want this as a document you can forward?
I will send the written version, with the answers and what each one points at. No sales call unless you ask for one.
Clear or Cloudy
You have been looking at your own organisation for years. Somebody seeing it for the first time gets a few seconds. Twelve questions, four minutes, and you will know what they are likely to come away with.
Twelve questions, four minutes
Six about what you say you are as a brand. Six about whether a visitor to your website can trust you enough to engage with you. You get a result straight away, and the answers that produced it.
Nobody sees your answers but you and us. No sales call unless you ask for one, and if you come out clear, we will tell you so and leave you be.
This is for you if you're thinking...
You do not need anyone to tell you something is off. You need to know which thing, and whether it is worth spending money on before you ask for the money.
Does this sound like you?
"I think it is the website, but I am not certain enough to say so."
"We keep rewording things and none of it ever sticks."
"I need to show somebody why this matters before I can get budget for it."
The gap between the two scores is the useful part
Plenty of organisations say the right thing and make it impossible to act on. Plenty more have a site that works perfectly and never explains why anyone should care. Knowing which one you are saves you spending on the wrong half.
The three results
Scored out of forty eight. Twenty four on what you say, twenty four on whether people can act on it.
Clear
Somebody who has never heard of you could tell a colleague what you do and why it matters. That is rarer than you would think. The work now is protecting it, because clarity drifts every time you launch something new.
Hazy
The work is sound and some of it comes through. A stranger would get part of the picture and guess at the rest, and the parts they guess at are usually the ones you care most about. This is the most common result and the most fixable.
Cloudy
Somebody landing on you cold would struggle to say what you are for. That is not a reflection of the work. It is what happens when an organisation grows faster than its story, and it is the most straightforward thing here to put right.
You get the answers, not just the score
A number on its own is a horoscope. Your result comes with the specific answers that produced it, which is the part you can put in front of a chief executive.
And it tells you which one to fix first
If the brand side is weaker, it points at a Brand Audit. If the website side is weaker, a UX Audit. If both are strong, it says so and sends you away, because a diagnostic that cannot tell you that you are fine is not worth taking.
How it works
Answer twelve questions
Six about what you say you are. Six about whether somebody can act on it. Three options each, so there is no middle box to hide in. Do not prepare, and do not go and check the website first. The fast answer is the honest one, and the honest one is the useful one.
See your result straight away
On the screen, the moment you finish. Clear, hazy or cloudy, scored out of forty eight. No waiting for an email and nobody ringing you up to talk you through it.
Understand the answers behind it
A number on its own is a horoscope. You get the specific questions you scored low on, written back to you plainly, which is the part you can put in front of a chief executive who was not in the room.
Find out which half is weaker
Twenty four points sit on what you say, twenty four on whether people can act on it. Most organisations are much weaker on one side than the other, and that is the side to spend money on first. The result tells you which, and why.
One next step, or none at all
Sometimes that is a Brand Audit. Sometimes a UX Audit. Sometimes both. And if you score well on both sides it says so and sends you on your way, because a diagnostic that cannot tell you that you are fine is not worth taking.
Four minutes. Nothing to lose.
Most people come out hazy on questions they were confident about. That is the useful part.
