Sample audit — fictional example

Northline Performance

Sports Performance Gym — Columbus, OH

Example only. This sample is fictional and shows the type of review Full Roster sends. No real business data, results, or testimonials are shown.

7-point Athlete Growth Audit

Executive diagnosis

Northline has strong training value and a real facility, but the first-step booking path is unclear. Parents see strength, speed, team training, and nutrition — but the evaluation offer is not dominant enough. Interest is not revenue until it turns into a scheduled evaluation.

First fix

Make "Book an Athlete Evaluation" the dominant next step across the homepage, header, and mobile experience. Most gyms do not have a traffic problem first. They have a path-to-booking problem.

Facility info

Business snapshot

Business name: Northline Performance
Type: Sports performance gym
Location: Columbus, OH
Inquiries: 16-30 / month
Problem: Parents visit the site but do not book evaluations

7-point audit scorecard

Seven review areas scored out of 100. Scores below 50 indicate critical friction blocking serious parents from booking.

Homepage clarity

Offer structure

CTA hierarchy

Intake friction

Booking path

Trust signals

Follow-up path

Detailed scorecard

Critical

Homepage clarity

Issue

Headline is a slogan ('Train Hard. Play Better.'). A parent cannot answer 'what do you help with' in 5 seconds.

Fix

Replace slogan with a concrete benefit, who it is for, and the city.

Leaking

Offer structure

Issue

Three competing offers above the fold: strength, speed, and team training. No named first step.

Fix

Make evaluation the primary offer. Move programs to secondary pages.

Critical

CTA hierarchy

Issue

Five buttons above the fold. Primary CTA is visually identical to secondary links.

Fix

One high-contrast primary button. Demote everything else to navigation.

Needs work

Intake friction

Issue

12 fields including 'how did you hear about us' before athlete info. Mobile form breaks at field 7.

Fix

Cut to 6 fields: parent name, email, athlete name, age, sport, goal.

Critical

Booking path

Issue

Evaluation booking is two clicks deep, labeled 'Schedule a call', and opens in a new tab.

Fix

Make evaluation booking one click, labeled clearly, in-page or same-tab.

Leaking

Trust signals

Issue

Coach credentials exist but are buried on an 'About' page three clicks from the homepage.

Fix

Surface one line of credibility and one real facility photo above the fold.

Critical

Follow-up path

Issue

No auto-acknowledgement. Front desk replies average 41 hours. No sequence for non-responders.

Fix

Auto-acknowledge immediately. Set 24-hour reply standard. Second message at 48 hours.

Conversion leak map

How a parent moves through the current path — and the corrected path after fixes.

Where families drop off

Current path

1Parent visits site

2Sees multiple offersLeak

3Cannot tell what to book firstLeak

4Clicks aroundLeak

5Form feels genericLeak

6No clear response timeLeak

7Leaves without bookingLeak

After fixes

Corrected path

1Parent visits site

2Sees 'Book an Athlete Evaluation'Fix

3Understands who it is forFix

4Sees coach/facility proofFix

5Completes short intakeFix

6Receives clear next stepFix

7Evaluation bookedBooked

Teardowns

Specific friction points by audit area — what bad looks like and what it costs.

Teardown 1

Homepage clarity

Critical

Headline is a slogan

'Train Hard. Play Better.' does not tell a parent what to book or who it is for.

Leaking

No city context above fold

Columbus parents search for local training. The city name only appears in the footer.

Leaking

Hero image is generic stock

No facility photo, no real athletes, no proof this is a real Columbus gym.

Critical

Above-fold buttons compete

Programs, Memberships, Schedule a Call, and Contact all share equal visual weight.

Teardown 2

Offer + CTA hierarchy

Critical

No named first step

Strength, speed, and team training are presented as equal options. Parents guess instead of book.

Critical

Evaluation is invisible

The evaluation — the best first step for new families — is not mentioned on the homepage.

Critical

CTA color lacks contrast

Primary button uses the same color as secondary text links. Parents cannot find the main action.

Leaking

Mobile menu hides booking

On mobile, the evaluation booking link is inside a hamburger menu, two taps away.

Teardown 3

Intake + booking flow

Critical

12-field first contact form

Parents are asked for address, referral source, and insurance before athlete name.

Leaking

Form header is vague

'Contact us today to learn more' creates work for the parent. No promise of what happens next.

Leaking

Booking opens in new tab

The evaluation scheduler opens externally. Parents lose context and abandon.

Critical

No confirmation expectation

After submit, parents see 'Thank you' with no timeline. They do not know when to check their inbox.

Teardown 4

Trust signal gaps

Leaking

Coach credentials buried

Staff bios live on an 'About' page three clicks deep. Parents need proof before they scroll.

Leaking

No athlete outcomes

No sport-specific results, improvement metrics, or parent quotes visible on the homepage.

Leaking

Facility photo missing

A 12,000 sq ft facility is invisible. Parents cannot verify this is a real gym.

Needs work

No local affiliations

No school, club, or league context that Columbus parents recognize and trust.

Teardown 5

Follow-up gaps

Critical

No auto-acknowledge

Parents submit interest and hear nothing for up to 41 hours.

Critical

Front desk is the bottleneck

Reply speed depends on whoever happens to be on the floor. No standard.

Leaking

No non-responder sequence

Families who do not reply to the first email are never followed up with.

Needs work

No text follow-up option

Busy parents check text more than email. No SMS path exists.

Ranked next 5 fixes

Ranked by impact and effort. Each fix includes a concrete recommendation.

Make the evaluation the main next step

The homepage gives parents too many choices before explaining what to do first. Make 'Book an Athlete Evaluation' the primary button in the hero, header, and mobile sticky CTA.

Impact: HighEffort: Low

Split programs into separate paths

Right now strength, speed, and team training all route through the same generic contact form. Create distinct landing paths so parents self-select based on intent.

Impact: HighEffort: Medium

Cut the intake form to 6 fields

The current form has 12 fields and asks 'how did you hear about us' before athlete info. Cut to 6 fields and move source questions to the thank-you page or follow-up email.

Impact: HighEffort: Low

Add parent-facing proof above the fold

Coach credentials and facility photos exist but are buried. Parents need to see proof before they scroll. Add one credibility line and one real facility image to the hero.

Impact: MediumEffort: Low

Add confirmation and follow-up expectation

Parents submit interest and have no idea when they will hear back. Add an auto-acknowledgement with a clear timeline and a single next step.

Impact: HighEffort: Medium

Before / after copy examples

Specific copy changes that reduce friction and make the next step obvious.

Homepage headline

Before

Northline Performance — Train Hard. Play Better.

After

Columbus sports performance training for athletes ages 10–18. Book a 60-minute evaluation to build your plan.

Primary CTA

Before

Programs | Memberships | Schedule a Call | Contact

After

Book your evaluation →

Intake form header

Before

After

Book your athlete evaluation. We reply within 24 hours with available times.

Follow-up email

Before

Thanks for contacting us. Someone will be in touch soon.

After

Hi [Name], your evaluation request is confirmed. Here are three available times this week. Reply with your preference and we'll lock it in.

Speed training description

Before

Speed and agility training available.

After

Speed training for Columbus-area athletes preparing for tryouts, offseason development, and combine-style testing.

Form submit button

Before

Fill out the form below.

After

Tell us your athlete's sport, age, goal, and current training situation. We'll reply with the best next step.

Implementation checklist

What to fix, in priority order. Most can be applied this week without a full rebuild.

1Replace homepage headline with benefit + city + audience + first step
2Make 'Book an Athlete Evaluation' the only primary CTA above the fold
3Move strength, speed, and team training to secondary nav or separate pages
4Cut intake form to 6 fields: parent name, email, athlete name, age, sport, goal
5Add auto-acknowledge email with 24-hour reply expectation
6Add one credibility line and one facility photo to hero
7Fix mobile menu so evaluation booking is one tap, not two
8Set 48-hour non-responder follow-up email

Want this for your facility?

Send your site. Get your audit and the next 5 fixes.

The sample above is fictional. Your audit will be written for your actual business, website, and intake path.

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Reminder: this page shows a fictional illustration only. No real Northline Performance is implied. Real audits are written for the actual business that submits the form. Terms.