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bizgrowth toolkit
M-03 · MAvailable now

Message Clarity Checklist

Audits your website, proposals and sales conversations for one consistent, credible message.

Working assessment · M-03

Message Clarity Checklist

Check whether prospects see the same clear, relevant and substantiated message wherever they meet the business.

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Assessment progress0 of 10

Rate what your business actually does. If unknown, select 1. Each practice uses a five-point scale.

1Not in place / not known

2Informal or rarely done

3Partly established

4Regularly done and reliable

5Documented, reviewed and tested

Area 1 of 5

Audience & value

Our main website heading says who we help and the specific problem we solve.

01.Our main website heading says who we help and the specific problem we solve.

Not establishedDocumented and tested
We explain customer outcomes rather than relying on features or jargon.

02.We explain customer outcomes rather than relying on features or jargon.

Not establishedDocumented and tested

Area 2 of 5

Differentiation & proof

We explain our offer against the alternatives the buyer realistically considers.

03.We explain our offer against the alternatives the buyer realistically considers.

Not establishedDocumented and tested
Claims in marketing and sales material are supported by examples or verifiable facts.

04.Claims in marketing and sales material are supported by examples or verifiable facts.

Not establishedDocumented and tested

Area 3 of 5

Consistency

Website, brochures and proposals describe the same core audience and offer.

05.Website, brochures and proposals describe the same core audience and offer.

Not establishedDocumented and tested
Email, social and sales conversations use language consistent with the core proposition.

06.Email, social and sales conversations use language consistent with the core proposition.

Not establishedDocumented and tested

Area 4 of 5

Calls to action

Every important page or campaign gives visitors one clear, appropriate next step.

07.Every important page or campaign gives visitors one clear, appropriate next step.

Not establishedDocumented and tested
We answer common buyer objections before asking for a commitment.

08.We answer common buyer objections before asking for a commitment.

Not establishedDocumented and tested

Area 5 of 5

Governance & improvement

A named person checks major claims and messaging when the offer changes.

09.A named person checks major claims and messaging when the offer changes.

Not establishedDocumented and tested
We obtain feedback on how well target customers understand our message.

10.We obtain feedback on how well target customers understand our message.

Not establishedDocumented and tested