Southern Tide Media Sample findings

This is a sample with illustrative data. The business below is fictional and every finding is invented to show the format — any resemblance to a real company is coincidence. This is the shape of the document a Full Audit produces: findings ranked by what would move the most, each one carrying its evidence and its owner.

Audit Findings

Prepared for: Pelican Point Outfitters (fictional example) · 34 findings · ten areas reviewed · delivered August 2026

Where it stands

34findings, of which 4 are worth doing this month

10areas reviewed, including two we don't sell

7findings assigned to you or your host rather than to us

6things already working that we recommend leaving alone

The single most consequential finding is the first one below: booking conversions stopped being recorded in March, which means every spend decision since then has been made on a signal that wasn't there. That does not mean the money was wasted — it means nobody can currently tell, and until it's fixed nothing else in this document can be measured honestly.

Fix now — 4 of 34

Finding	Evidence	Why it matters	Effort	Who
Booking conversions aren't being recorded	Test booking placed and refunded; the confirmation page loads but fires no event. Last recorded conversion: 19 March.	Every bidding and budget decision since March rests on a number that stopped	2 hrs	Us
Two ad groups are bidding on “kayak rental”	41 search terms reviewed; 9 are rental-intent. $138 of last month's spend, 0 bookings.	About $140/month redirected to buying intent	1 hr	Us
Trip details are inside an image	Durations, prices and meeting points are baked into a JPEG on all six trip pages. No structured data anywhere on the site.	Search engines and AI answer engines can't read your core product	4 hrs	Us
The waiver PDF link is dead	404 since the July content move. It is linked from the booking confirmation email.	Every customer who books hits it. Nobody has told you.	10 min	You or us

Plan next — 11 of 34 (three shown)

Finding	Evidence	Why it matters	Effort	Who
Mobile checkout drops 38% at the deposit step	Six form fields, three optional, and the card field sits below the fold on a phone.	Highest-value fix on the site — but it needs a real redesign, not a patch	Medium	Us
Your reviews are strong and unasked-for	4.8 across 212 reviews, none of them requested.	The cheapest growth available to you — see reviews	Small	You + us
Two plugins are one version behind a security patch	Neither is exploited; both are on the vendor's current advisory.	Routine upkeep — this is what a care plan exists for	Small	Your host or us

Watch later — 19 of 34 (three shown)

Finding	Evidence	Recommendation	Effort	Who
Already working — leave it alone	Google Business Profile categories, hours, service areas and photos are all correct and current.	No action needed	—	Nobody
Email list is small but healthy	3,140 contacts, 41% open rate, no deliverability problems.	Growth is the opportunity here, not repair. Revisit after the booking fix lands.	Medium	Later
Page speed is mid-pack, not a problem	2.4s on 4G. Slower than ideal, faster than three of your four competitors.	Don't spend here first. It is not what is costing you bookings.	Medium	Later

Six of the 34 findings are in this shape — things that are fine and should be left alone. An audit that never tells you to stop worrying about something isn't a diagnosis, it's a quote.

What was reviewed — including what we don't sell

Website & conversionReviewed — 9 findings Technical SEOReviewed — 6 findings AI answer visibilityReviewed — 4 findings Paid advertisingReviewed — 5 findings Analytics & trackingReviewed — 3 findings Email & automationReviewed — no issues Reputation & reviewsReviewed — no issues Local listingsReviewed — no issues Print & direct mailReviewed — we don't sell this PR & media relationsReviewed — we don't sell this

The vendor playbook that teaches agencies to run free audits recommends scoping them to reflect the agency's own service menu. That is exactly why the last two chips are on this sheet: if your biggest problem sits somewhere we can't sell you anything, you should still hear it from us.

One finding, all the way through

Booking conversions aren't being recorded

What we saw

Deposits are completing normally, but no conversion event reaches Google Ads or GA4. The last recorded booking conversion is dated 19 March.

How we know

We placed a test booking and refunded it. The confirmation page loads but fires nothing. The conversion tag still exists and is pointed at a page URL that changed when the booking plugin was updated in March.

What it's costing

Every bidding and budget decision since March has been made on a signal that stopped. This does not mean the spend was wasted — automated bidding fell back to a weaker signal rather than none. It means nobody can currently tell, and any report you have read since March is describing something else.

What we'd do

Re-point the conversion action at the new confirmation step, pass the deposit value with it, and reconcile a fortnight of bookings against the platform's numbers before trusting them again.

Effort, and who

Roughly two hours. Us, if you want — or your own developer, because the paragraphs above are enough to work from. That is deliberate.

What happens next — entirely your call

Do it yourself. The document names the fix, the evidence and the effort for every finding. Nothing here is written to be un-actionable without us.
Hand it to another agency. You own this document. You do not need our permission, and we do not need to be told.
Take the four “fix now” items only, as a one-off project, and stop there.
Put the ongoing items on a plan. Site-side work usually lands in Website Care, channel work in the relevant service, measurement in Reporting.
Do nothing for now. Three of the four urgent items will still be true in six months; none of them will have become a crisis.

What you keep

This document, permanently, in a format you can forward. There is no obligation to hire us afterwards, no expiry on the recommendations, no version of it that has been held back, and no “implementation-only” detail withheld to make you call. If the honest answer for your business is that you don't need an agency right now, that will be in here too.

Every Full Audit produces a document in this shape — written by whoever runs that discipline here, not generated by a scanner. Questions about yours take a reply, not a meeting.

Get your AI Growth Snapshot