# Website and Brand Trust Audit

Use this worksheet to find the missing evidence that makes it harder for a prospective customer to understand and trust your business. Work with real material. Do not fill a gap with an invented testimonial, unsupported result or unapproved customer logo.

## 1. Review the buying journey

Open the page a prospective customer would actually land on. Review it on a phone as well as a larger screen.

| Question                                                      | Yes / No / Needs work | What to improve |
| ------------------------------------------------------------- | --------------------- | --------------- |
| Can a visitor tell who the offer is for?                      |                       |                 |
| Is the promised deliverable understandable?                   |                       |                 |
| Are the company identity and contact details consistent?      |                       |                 |
| Does the page show relevant people, work or product evidence? |                       |                 |
| Are results supported by a source, scope and timeframe?       |                       |                 |
| Are testimonials attributed and approved for this use?        |                       |                 |
| Are limitations and important price conditions visible?       |                       |                 |
| Is the next step clear and easy to complete?                  |                       |                 |
| Does the form explain what happens after submission?          |                       |                 |
| Can visitors find privacy and relevant terms?                 |                       |                 |
| Does the page work comfortably on a phone?                    |                       |                 |
| Do the thank-you and booking pages continue the same promise? |                       |                 |

## 2. Inventory evidence you already have

| Asset                                    | Available? | Owner or permission needed | Best place to use it |
| ---------------------------------------- | ---------- | -------------------------- | -------------------- |
| Founder or team biography                |            |                            |                      |
| Real product or service demonstration    |            |                            |                      |
| Published interview or episode           |            |                            |                      |
| Deliverable sample                       |            |                            |                      |
| Customer story with an approved quote    |            |                            |                      |
| Measured result with supporting records  |            |                            |                      |
| Relevant credentials or memberships      |            |                            |                      |
| Clear process, scope or quality standard |            |                            |                      |

A recognizable guest or publication can demonstrate participation. It does not automatically demonstrate customer success or endorsement.

## 3. Draft a case study that can be checked

Use these prompts before writing a polished story:

- **Customer and context:** Who was involved, and what can be named publicly?
- **Starting point:** What was happening before the work?
- **Scope:** What work was performed, and during which dates?
- **Result:** What changed, using the correct metric and denominator?
- **Evidence:** Which records support the claim?
- **Attribution:** What else may have contributed?
- **Permission:** Who approves the quote, logo and result for public use?

Working case-study sentence:

"For \***\*\_\_\*\***, we delivered \***\*\_\_\*\*** during \***\*\_\_\*\***. The documented result was \***\*\_\_\*\***, measured using \***\*\_\_\*\***."

Leave an unsupported field blank until it can be verified.

## 4. Prioritize three improvements

| Priority | Missing evidence or friction | Smallest useful change | Owner | Due date |
| -------- | ---------------------------- | ---------------------- | ----- | -------- |
| 1        |                              |                        |       |          |
| 2        |                              |                        |       |          |
| 3        |                              |                        |       |          |

Start with evidence relevant to the offer on that page. A clear sample and accurate process explanation may be more useful than a large collection of unrelated badges.

## 5. Make the evidence reusable

Keep a simple record of each approved asset: filename, source, owner, permitted uses, approval date, claim supported and review date. Reuse it across the service page, proposal, pre-call page and suitable social posts without changing the meaning.

## Put the audit to work

Vivin can use podcast conversations and existing business material to help develop clearer brand content and credible trust assets. The scope depends on what evidence already exists and what needs to be created.

**Next step: Discuss your brand presence and trust assets.**