1. Claim accuracy
Every strong claim should match the Claims Registry or have a clear evidence page.
Audit areas
Five checks before adding more pages
2. Evidence path
A recruiter or executive should reach proof within one click from any major positioning page.
3. Navigation clarity
Every page should have one obvious next step. Too many equal CTAs weaken action.
4. Conversion discipline
Pages should route to a conversation, assessment, proof asset, or outreach action.
5. Growth usefulness
Content should support the growth loop: publish, route, prove, convert.
6. Freshness
Outdated credential status, role status, or project scope must be updated quickly.
Risk controls
Protect the brand from common failure modes
Do not overclaim
Avoid phrases that imply sole budget ownership, completed credentials, or unverified enterprise certifications.
Do not scatter attention
Use one best landing page for each audience instead of sending the entire website.
Do not create pages without routes
Every new page needs an entry point, next action, and reason to exist.
Do not confuse audiences
CEO pages, recruiter pages, PMO pages, and operations pages should speak to different needs.
Monthly rhythm
Run this audit once per month
Week 1
Review claims, credentials, contact details and evidence links.
Week 2
Review analytics and identify the top three pages by useful attention.
Week 3
Improve one weak page: headline, CTA, proof, or navigation.
Week 4
Publish one insight or LinkedIn post based on the strongest signal.
Rule
Growth without governance becomes noise
The website should keep getting stronger, but not by adding random pages. Add pages only when they improve proof, distribution, conversion, decision-making, or trust.