The Multi-Touchpoint Journey Audit method

The Multi-Touchpoint Journey Audit is a structured review of every place a customer interacts with a business, from the first search to the review they leave afterward. Each touchpoint is scored on six dimensions, and the scores become a ranked list of what to fix first. This page lays out the full method I use, so an owner can see exactly what the audit covers and a marketer can run the same process.

What the audit is, and what it is not

Many marketing audits are website checklists produced by a tool. They report slow pages and missing tags, and they never pick up the phone. This audit follows the whole journey, including the parts no crawler can reach: the phone, the inbox the form sends to, the CRM, and what happens offline. It is the structured version of "let me look at what is actually happening to your customers."

It is diagnostic. The client sees their own funnel mapped on one page and gets a ranked fix list they can hand to anyone: their own staff, another provider, or me.

What you will do

Inventory every touchpoint the business has, grouped into seven journey stages.
Trace two or three real leads from their first touch to where they stand today.
Walk the journey as a customer would: search, click, call, submit forms, and send messages.
Score every touchpoint from 1 to 5 on six dimensions.
Turn the scores into a top 10 fix list, ranked by impact against effort.
Deliver a touchpoint map, a journey report, and the fix list in a recorded walkthrough.

Time and cost

The audit runs five business days from kickoff to delivery. The client's own time commitment is small: about an hour for kickoff, time to grant access, and a 60-minute walkthrough at the end.

What the client provides

The website address; read-only access to the ad accounts, CRM, Google Analytics, Search Console, Google Business Profile, social accounts, and email platform; a list of every phone number and email address customers use to reach the business; and a sample of 5 to 10 recent leads.

What it costs

Scoped to the business and agreed in writing before kickoff. See the Journey Audit service page.

What is not included

Implementing the fixes. That is separate work, and the audit is built to be useful whether or not I do it.

The six dimensions

Every touchpoint gets a score from 1 to 5 on each of these.

Dimension	The question	What I look at
Discoverability	Can the right person find this touchpoint when they need it?	The searches, listings, referrals, links, and ads that lead to it
Brand consistency	Does it look, sound, and feel like the same business as every other touchpoint?	Name, logo, phone number, hours, offer, and tone across the site, listings, social profiles, voicemail, and email
Conversion	Does it move the person toward the next stage, or is it a dead end?	A clear next step, a visible way to call or book, and nothing that strands the visitor
Tracking	Is the interaction recorded with enough detail to attribute revenue back to it?	Analytics events, call tracking, the source on the CRM record, and whether that record makes it to a won job
Friction	What slows the person down or makes them leave?	Long forms, slow pages, dead links, unclear copy, and missing calls to action
Follow-up	What happens after the interaction: a structured next step, or nothing?	Acknowledgments, response time, repeat attempts, and whether a person owns the next step

Each dimension is averaged across the touchpoints in a stage to give a stage score, and the stage scores are averaged into a score for the whole journey. The score is not the product. It is how the fix list gets organized.

The touchpoint inventory

Group every touchpoint by the stage of the journey it serves. Not every business has all of these. When a stage is missing something it clearly needs, such as an after-hours fallback, that absence is a finding in its own right.

Stage	The customer is	Touchpoints to check
1. Discovery	Finding the business	Google organic search, Google Business Profile and Maps, Google Ads, Meta ads, directories such as Angi, Yelp, BBB, and industry sites, referrals and word of mouth, organic social, forwarded emails, signs, vehicle wraps, and in-person contact
2. First impression	Landing on something the business controls	The homepage above the fold, service pages, about and trust pages, reviews on Google, Yelp, and industry sites, social profile bios, the owner's email signature, and the voicemail greeting
3. Consideration	Researching and comparing	Blog and resource content, case studies, before-and-after photos, testimonials, the pricing page or the lack of one, the FAQ, comparisons against competitors or doing it yourself, email nurture sequences, and retargeting ads
4. Decision	Ready to act	The contact form, the phone number (is it tracked, and does someone answer?), the inbox the form sends to, the calendar or booking link, live chat, the quote or estimate process, text opt-in, and the after-hours fallback
5. Onboarding	A brand-new customer	The welcome email or text, the kickoff call or first appointment, the first invoice, the first deliverable, account setup or logins, and the documentation handoff
6. Retention	An active customer	Each service interaction, status updates and progress reports, monthly check-ins, invoice timing and clarity, the support and escalation path, and the renewal trigger
7. Advocacy	A happy customer	The review request (when, how, and where), the referral mechanism, testimonial and case study collection, and social tagging and customer photos

Day 0: Kickoff

A one-hour call that sets up everything the rest of the week depends on.

Confirm scope and access
Agree on which locations, services, and channels are in scope, and sign an NDA if the client wants one.
Get read-only access
Ad accounts, CRM, Google Analytics, Search Console, Google Business Profile, social accounts, and the email platform. Missing access is cheaper to discover on day 0 than on day 3.
Pick the leads to trace
Choose two or three representative real leads from the last 90 days. Aim for a mix, such as one that became a customer, one that did not, and one that arrived through a different channel from the others.
Agree on the ideal customer
Every touchpoint gets judged from the point of view of the customer the business most wants. Name that customer now, so the scores measure the right thing.

Day 1: Inventory

Walk every touchpoint
Go through the inventory table stage by stage and confirm which touchpoints exist. Search for the business, open every listing and profile, and follow every link that sends a customer somewhere.
Capture evidence
Take screenshots and screen recordings as you go. The scores and the report both depend on them.
Build the touchpoint map
Plot every touchpoint you found on one page, by stage. It gets colored by score on day 3.
Pull the tracking baseline
Record what the analytics property, the ad platforms, the CRM, and any server-side tagging each say happened over the same period. Wherever they disagree, the tracking dimension has something to explain. How attribution works covers where the thread usually gets lost.

Day 2: Trace real journeys

Reconstruct each lead's journey
For each lead chosen at kickoff, rebuild the path from first touch to where it stands today, using the CRM record, call logs, form submissions, email threads, and ad and analytics data.
Walk the same path as a customer
Search the way that customer would have searched, and click the listing or ad they used. Call every number the business publishes, submit every form, send a message on every advertised channel, and use the booking link. Then log what comes back, and when. The secret shopper test in speed to lead lists what to record.
Mark where data should exist and does not
A call with no record, a form fill with no source, a won job with no value. Each gap is a tracking finding.
Mark where the lead almost got lost
The voicemail returned two days later, or the quote that only went out after the customer chased it. These moments are the follow-up findings.

Day 3: Score

Score every touchpoint
Rate each touchpoint from 1 to 5 on all six dimensions, working from the evidence you captured.
Roll the scores up
Average each dimension across the touchpoints in a stage to get the stage scores, then average the stages into the journey score.
Pick the 10 fixes to do first
Look for high impact at low to medium effort. A broken form that takes an hour to repair can outrank a website rebuild, even if the rebuild matters more in the long run.

How to score consistently

Scores are only useful if a 2 means the same thing on the phone line as it does on the website, and the same thing on this audit as on the next one. Write the scale down before you start and keep it fixed.

Broken, or missing where the customer needs it. The touchpoint loses people outright.

Exists, but works against the customer more than it helps.

Works, with a clear gap you could name in one sentence.

Works well, with minor issues.

Nothing worth fixing right now.

Score what the customer experiences, not what the owner intended. If the form is supposed to email the office and the email never arrived, the form is broken.
Tie every score below 5 to evidence: a screenshot, a recording, a call log, or a data pull.
Score one dimension at a time across all the touchpoints in a stage, so the scale stays calibrated as you go.
Mark a dimension not applicable when it does not fit a touchpoint, and leave it out of the average instead of guessing.

Day 4: Synthesize

Write the report
Walk the journey stage by stage. Each section shows the screenshots, the scores, what is working, and what is broken.
Build the ranked fix list
The top 10 fixes, ordered by impact against effort. Each one says what it is, why it matters, what it costs to fix, and who would do it.
Draft the implementation roadmap
Put the fixes in a workable order, with dependencies first. A form has to deliver before the follow-up that depends on it can be worth turning on.

Day 5: Deliver

Walk the client through it
A 60-minute call covering the map, the findings, and the fix list, recorded so the client can share it with anyone who was not there.
Hand over the files
The client keeps the report, the map, and the fix list.
Propose implementation only if it is wanted
If the client wants help with the fixes, send a written proposal for that work after the walkthrough, scoped to what the audit found.

The deliverable

The audit always produces the same three artifacts, plus the recorded walkthrough.

Artifact	Format	What it contains
Touchpoint map	A single page	Every touchpoint found, plotted by journey stage and color-coded by score
Journey report	HTML or PDF, roughly 15 to 25 pages	The stage-by-stage walkthrough, with screenshots, scores, what is working, and what is broken
Fix list and roadmap	A single page	The top 10 fixes ranked by impact against effort, each with what it is, why it matters, what it costs to fix, and who would do it

What the audit leads to

Each kind of gap points at its own natural next step, and the roadmap names that step for each gap based on what was actually found.

If the audit finds	The natural next step	Read more
Tracking and attribution gaps	A tracking setup that ties calls and forms back to their source	Attribution and tracking
A website that loses people before they reach out	A rebuild of the pages that matter, with working forms and clear calls to action	Web design
Leads handled slowly, from memory, or not at all	A CRM with a real pipeline and automated follow-up	CRM and follow-up
An owner who can see what is broken and has no time to fix it	Ongoing help, with someone else working through the fix list	Services
An owner who mainly wants to know where leads come from	Tracking first, before anything else changes	How attribution works

None of that is required. The fix list belongs to the client, and it is written so that any competent person can act on it.