First impression
The first five seconds on your site, read cold. What a stranger concludes about what you sell and who you are for, before they scroll.
The Outside-In Audit
You know your work is good.
Find out why they don't.
A written read of your business from the outside - what a stranger finds, what an AI now tells them, and what to fix first. Delivered to your inbox in days. No call to sit through.
One business, two readings
Move your cursor across it
Everyone inside your business already knows the answer. That is exactly what disqualifies them from seeing the question.
The gap
It rarely shows up as a marketing problem. It shows up as three quiet ones.
01
Referrals stopped converting the way they used to, and nobody can say when it changed.
02
The new website went live and nothing measurable happened.
03
People go quiet after the first email, and you never find out why.
Those are the same problem wearing three coats.
Something between "they found you" and "they decided" is losing people, and it happens before you ever get to speak. You cannot see it, because you already know what you meant.
What the machine says about you
Your first introduction is now made by something that has never met you.
Here is what happened when I ran my own audit on my own business. I publish it because it is the most honest example I have.
Category question
Asked to recommend help for a small business whose marketing "isn't landing," assistants named a free university program and two directory-listed firms.
My business was not in the answer. Twelve years of clients, and nothing an assistant could cite.
Branded question
Searches for my own name plus "audit" returned a software product called Krista with no relation to me.
I assumed my name was mine. It was answering for someone else.
Most authoritative source
The document search engines trust most about me still introduced me under the brand I retired years ago.
Every prospect who checked me carefully met an old version of the business.
The free Outside-In Snapshot
Read yours before your next prospect does.
I will run the same visibility check on your business and send you what I find, in plain language, with the first thing I would change. It costs nothing, there are no strings, and it is yours to keep either way.
Watch for a confirmation email first - one click, and then your snapshot follows, usually within a few days. There is a paid audit if you want the full read afterwards - I will mention it once, at the bottom of your snapshot, and not before.
How the read works
Seven passes, in the order a stranger actually meets you.
I start where they start, not where you would like them to start. Nothing here needs a meeting with you.
Messaging clarity
Whether the same promise survives from your homepage to your contact form, and whether it is written in symptoms your buyer would recognize.
AI visibility
What ChatGPT, Gemini and Perplexity say when someone asks for a business like yours - quoted verbatim, with the date I asked.
Reputation
What exists about you that you did not write. Reviews, directories, third-party mentions, and how your team answers the ones you have.
Mobile path
The whole journey on a phone, from first tap to inquiry, including the places it quietly asks too much.
Competitive position
Who a prospect finds instead of you, what they promise, and what they structurally cannot do that you can.
Search presence
Every query a buyer would actually type, and whether anything of yours is there to be found.
Scroll the row → Each pass returns findings with sources and dates. Anything I could not verify is flagged, never guessed.
What comes back
A document, not a deck.
Written findings you can read on your own time, hand to your team, and act on without me in the room. Every tier ships with a Do This First so you are never left holding a list.
"We thought we understood our target audience - it turns out we were targeting the completely wrong audience."Aubrey A., COO, sporting goods retailerRead three full sample audits
First impression
WorkingThe headline is a position, not a description. It names the outcome rather than the service, and the proof strip underneath answers the credibility question before it gets asked.
Sample finding, Tier 1 report
Messaging clarity
FlagThe tier cards contradict the FAQ on delivery time. It is a small crack, but this is a business about noticing details - a careful buyer who cross-reads the two pages sees the one thing this brand cannot afford to show.
Sample finding, Tier 1 report
Competitive position
FlagThe strongest alternative in this market is free, and the buyer already knows it exists. Naming it first, and saying plainly what free help structurally cannot do, defuses the comparison instead of losing to it silently.
Sample finding, Tier 2 report
18+years working inside businesses
12years running the practice
7-15business days to delivery, by scope
Krista is a freaking super hero and her audit was incredible. She propelled us months and years ahead.
Lena M., international health organization
We were willing to have Krista on as a fractional executive for as long as it took - our expectation was five years. She was so good that she worked herself out of the role in less than one. I've never seen that before. She doesn't waste time or give false promises.
Nadia H., global wellness brand
I thought we were good at tracking our competitors. After seeing what Krista pulled together, I wasn't even close.
Meredith K., grocery supplier
I can't even begin to know where to start to find this information myself. Worth every penny.
Dana R., founder, pet food company
The audit is perfect. Exactly what we needed. Recommending you to everyone.
Carla S., national fitness retailer
Krista is a Super Admin for any company that hires her.
Eileen W.
Holy smokes, this is awesome.
Tom B., executive
Every quote is exactly what was said. Some of the names are changed - not every business wants it public that things were not working when we started, so staying anonymous is always an option with me.
Why it is built this way
I designed this for a person who cannot rely on heroics. Starting with me.
I spent eighteen years inside other people's businesses, most of it fixing things nobody had named yet. Then my health made the old way of working impossible, and I had to rebuild the work around a body and a brain that do not do long days on demand.
So I built the thing I would have wanted as a client. It runs without meetings. It does not need me available. It ends by telling you what to do first, because a report you cannot act on alone is just a bill with opinions in it.
A system that only works when everyone is at full capacity is not a system. It is a streak, and streaks end.
That is also why there is no discovery call. Partly because a call would bias what I see - the moment you tell me what to look for, I stop being a stranger. And partly because I built this to work at the capacity I actually have, which turns out to be the same capacity most of my clients actually have.
The longer versionThree scopes
One fee, one document, one decision. No retainer at the end of it.
The overview
Here is the short version.
- I look you up the way a stranger would, and write down what I actually find.
- I ask the assistants your buyers ask, and quote the answers verbatim.
- You get a written report, prioritized, with sources and dates on every claim.
- Every tier includes a Do This First.
- No call, no start date to schedule, no ongoing commitment.
The Complete Audit
By application$5,000
Everything in Tier 2, plus a mystery-shop of your inquiry path, a first-90-days plan, a recorded strategy debrief, and a score recheck 30 days later.
ApplyAudit + Buyer Intelligence
Most take this$2,500
The full audit plus who your buyer actually is, a pitch map, cross-channel read, three rewritten sections you can paste in, and a round of follow-up questions answered.
Start this auditThe Outside-In Audit
$1,500
The core read across all eight areas: business model, first impression, messaging, search and social, AI visibility, reputation, mobile path and competitive position - written up with sources.
Start this audit24-hour no-questions refund on every tier. Delivery windows run from purchase - there is no start date to schedule.
Before you commit
The top five things people ask me.
Why is there no discovery call?
Because the moment you tell me what to look for, I stop being able to see what a stranger sees. The value here is the cold read, and a call contaminates it. The intake form gives me everything I need to do the work well.
Who is this not for?
Anyone without something public to audit yet - I need at least a rough website. Anyone looking for someone to execute the fixes; this hands you a decision, not a delivery team. And anyone who wants their existing plan validated rather than tested, because that is not what will come back.
There is free help available. Why pay for this?
Free small-business consulting is genuinely good and you should use it. What it structurally cannot give you is the outside view - it starts from your account of the business - or a fixed deliverable on a fixed clock. Those are different products. If free advice is what you need right now, take it.
What if the report is wrong about something?
Every finding carries its source and the date I checked it. Anything I could not verify is flagged as unverified rather than guessed. And there is a 24-hour no-questions refund, which I have never needed to argue about.
What actually happens after I pay?
Your audit enters the queue at checkout - there is no start date to book. You fill in the intake form, which takes about ten minutes. Then you hear nothing from me until the report lands, within the window for your tier.
The gap does not announce itself. It just quietly costs you people you never knew you lost.
Something is already answering for you. It has been for a while. You may as well read it.