CLIENT SUMMARY TEMPLATE

Copy the part you need into your own document and fill every [ ].
Part 1 goes with a scorecard (01 landing page, 02 product page). Part 2 goes
with the agency audit (kit 04).

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PART 1: SCORECARD SUMMARY
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Prepared for: [ ]
Prepared by: [ ]
Date: [ ]
Page URL: [ ]
Mode (landing page scorecard): [ ] Full  [ ] No ad
Page type or store type: [ ]
Points passed: [ ]
Points tested: [ ]
Score (points passed / points tested x 100): [ ]
Band (add "provisional" if a Critical check went untested): [ ]
RED FLAGS (Critical checks tested and not passed)
  1. [ ]
  2. [ ]
  3. [ ]
  4. [ ]
  5. [ ]
  6. [ ]
  7. [ ]
  8. [ ]
  9. [ ]
  10. [ ]
Untested Critical checks: [ ]
TOP 5 FIXES
  1. [ ]   Owner: [ ]   Due: [ ]
  2. [ ]   Owner: [ ]   Due: [ ]
  3. [ ]   Owner: [ ]   Due: [ ]
  4. [ ]   Owner: [ ]   Due: [ ]
  5. [ ]   Owner: [ ]   Due: [ ]
What we can't tell yet: [ ]

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PART 2: AUDIT SUMMARY
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Prepared for: [ ]
Prepared by: [ ]
Date: [ ]
HEADLINE (a claim the client can repeat, under 12 words)
  [ ]
THREE NUMBERS, WITH THEIR WORKING
  1. Online store orders per 100 visits: [ ]   Working: [ ] / [ ] x 100 = [ ]
  2. Monthly value at stake (upper estimate, overlap removed): [ ]   Working: [ ]
  3. The number 1 finding: [ ]
WHAT IS ALREADY STRONG (two things that work today, with the evidence)
  1. [ ]
  2. [ ]
TOP 3 FIXES (what, who, when)
  1. [ ]   Owner: [ ]   Due: [ ]
  2. [ ]   Owner: [ ]   Due: [ ]
  3. [ ]   Owner: [ ]   Due: [ ]
WHAT WE CANNOT TELL YOU YET (and the export that would settle it)
  [ ]
NEXT 30 DAYS (three things, in order)
  1. [ ]
  2. [ ]
  3. [ ]
Values are upper estimates, not forecasts. Every number is shown with its working in the full report.

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