Doug LawsonThe Content Audit
Every engagement starts with a content audit.
I'm Doug Lawson. Before I write a word for you, I audit your LinkedIn, your website, your search presence and your customers' own words. You walk away with a baseline, a blueprint and the numbers we'll track along the way.
Why start with a content audit?
The founders I audit publish for the wrong reader. In each audit I've delivered, the content aimed at people still learning about the problem, while the real buyer had already paid someone to solve it and wanted better results.
Many ghostwriters start writing after 1 kickoff call and fit you into their template, or reuse what worked for their last client. I build each audit around your market and your offer, so the plan matches your buyer from day 1.
What I audit
What a content audit covers: 4 areas.
Social
Your full LinkedIn history, often 18 months or more. I code every post by type, hook and call to action, and tear down your profile line by line from your buyer's side.
Website
I walk your site as a stranger and count how long it takes to learn what you do. I log every dead link and gated form.
Search and AI answers
A GEO/SEO audit of titles, schema, internal links and topical gaps. I test the questions your buyers ask in Google, ChatGPT and Perplexity, and see who those tools cite.
Voice of customer
Your client call recordings and customer interviews. I pull the objections your buyers raise and the results they credit you for.
What you get
- A 1-sentence diagnosis. The gap between who your content attracts and who signs your contracts.
- An awareness map. I score each post and page against your buyer's stage.
- Your best proof, up front. Each founder I've audited already owned a number that closes deals. I find where it hides.
- A leak list. Every broken door across your channels, each with its fix.
- A GEO/SEO scorecard. Scores for technical SEO, content, trust and AI readiness, plus your fastest 14-day wins.
- A content plan that answers objections. Each objection your buyers raise becomes a post and a case study.
- A dated roadmap. Days 1 to 14: fixes. Days 15 to 45: a rebuild for your real buyer. Days 30 to 90, alongside the rebuild: proof and distribution.
- A scoreboard. The measurables to track from day 1, such as booked calls and deal quality, set with you at kickoff.
What I need from you
- Access to your data. LinkedIn analytics, your website, your newsletter and Search Console if you have it.
- A kickoff call. About you as a person: your story and how you think.
- Client recordings or customer interviews. So I hear your buyers in their own words.
The audit sets the baseline you measure every later result against.
What founders said about their audit
Every quote below comes word for word from a client message.
“Doug, MUCH MORE IMPORTANTLY - this is exactly what I needed to see.”
A founder of a fractional CFO company, by email the day his audit arrived
“You validated my cognitive dissonance that I have and have had for four to six months about we're doing all this activity, but it doesn't matter because it's not producing any results.”
The same founder, on our first call after the audit
“…your audit was on point, dude. … I read it several times, and there were just some, like, gut punches in it.”
A founder of a B2B sales consulting company, on a call after reading his audit
“The audit highlighted some really good stuff - topic selection, selling my resume not business results, etc. It established a strategy and tactics.”
The same founder, in a written message
“This whole section is pretty massive. Huge, huge overlooked opportunity. Especially with AI now.”
The same founder, in a comment on the search and AI section of his audit
“…the book and the audit pretty much aligned on what we should be measuring. … I like the fast feedback loop on what we're doing.”
The same founder, on the measurables his audit set
Each founder's audit ended with a strategy and a dated plan.
FAQ
Questions founders ask before a content audit.
What does a content audit include?
4 areas: your LinkedIn, your website, how search engines and AI tools see you, and your customer calls. You walk away with a 1-sentence diagnosis, an awareness map, a GEO/SEO scorecard, a dated 90-day roadmap and a scoreboard to track from there.
How is a content audit different from a GEO/SEO audit?
A GEO/SEO audit covers 1 of the 4 areas: how Google and AI tools read and cite your site. The content audit adds your LinkedIn, your website copy and your customers' words, then ties all of it to the buyer who signs your contracts.
Can I buy the audit on its own?
Yes. Some clients take the roadmap to their own team. Others hire me to carry it out with them.
I already have a marketing person. Is this still useful?
Yes. The audit hands your team a plan they can work from. 1 client's marketing lead used the audit suggestions to rework their podcast and newsletter SOPs.
Will you tell me what's broken?
Yes. I start with what already works and prove it with your own numbers. Then I show you each leak and its fastest fix, with the reason behind it.
How much does a content audit cost?
I scope each audit to your company, from a focused profile and website review up to a full content operating plan. Book a call and you'll leave with a number.
More receipts
Straight from client texts and DMs.
Every single one of them started with my audit.
Names blurred, with permission. See every client win on the client wins page, or read about LinkedIn ghostwriting.
Start with a content audit of your company.
1 call. We review your LinkedIn, your site and your goals, and you leave with a number and a plan.
30 minutes. I'll bring the questions.