[Transcript starts at 0:40]
Hello, hello, hello, my podcast people, and thank you for joining me for yet another episode of
my favorite online business podcast. If you are listening, tuning in, a-watching with Los Ojos on
the day that it drops, it is Monday, March 23rd. Welcome to the back half of March.
Summer be-summering here in Southern California. I'm actually sweating right now, and we
haven't even started the episode, but I got all the lights on. You can't see them, but you can see
me because I have all the lights on because the sun has changed its position because we did a
whole stupid time change, which means the sun, for those of you who know lighting, I'm going
to be backlit, side-lit.
It's not great, especially with this camera that I use, which means I have to have all the lights in
front of me on, and it's hot in here because we also have the Santa Ana winds. They brought
the heat. They brought the dryness, and I'm honestly not mad about any of that.
It's really just the lights. I'm like, fuck. I love heat.
I love the warmth. Here for it. I do hate the time change, though, not just because of the
lighting, but because, like, let's just pick one.
This back and forth, we don't need it. It's jarring. To change an hour in a day, jarring, right? So
those of you who don't have it, bless.
We all got to just get our acts together, the rest of us. So one quick biz announcement, and
then we were hopping in because it's going to be a little bit of a longer episode, I think, just
based on how long this outline is. So quick biz announcement, and then we'll hop into the main
topic, which is five things I look at when I audit someone's website.
Also, the announcement is that the rebrand for my other podcast. Yes, I have another podcast.
It is complete.
I started a podcast, another podcast, second podcast last August, August 2025, and it was
named Chat GPT Curious, and it has officially been rebranded as, drumroll please, Prompting
Curiosity. Everything has been switched. It's live on all the players, and the website has been
fully switched.
And y'all, if you've got an extra moment, please do me a solid, go check out the website. Much
of the change on the website was honestly just the color scheme and the fonts, but I did a
complete overhaul of the homepage, especially the hero section of the homepage, the hero
section of the homepage, complete overhaul. And I'm so proud of it.
I'm so excited with how it came out. I love it. I love it.
I think it's so, personally, I think it's so cool. It's very me. When you see it, you're like, it's very
maestro.
But I'd love it if you want to check that out. I'm proud of it. Would love for you to go check it out.
The URL, promptingcuriosity.com, and you can go see what it's all about. But for those of you
that had no idea that I had a second podcast, Prompting Curiosity, that's the name, right? It is a
podcast for the AI curious, no coding background required. I do the research.
I do the exploring so that you don't have to, and then I share what I find. So if you've been
wondering about Chat GPT and Claude and how best to use those LLMs, yes, they're called
LLMs. And I talk about that in the podcast.
I explain all the things, the math behind it, all of the things, how it works, the environmental
issues, the social issues, the financial and political issues related to AI. I got you. I got you
covered, right? The whole site is searchable.
Again, so I'm so stoked with that new homepage. I think it's really dope. And I also release
every single podcast episode as a blog post and a newsletter.
So if you're like, I can only handle, but so much of you talking, that's fine. You can go read, but if
you want to listen, you can, if you don't, you can go and read. And I'm really proud of how the
blog posts turn out and the newsletter turns out as well.
So I just want people to be informed. I want my people to be informed consumers and
informed users. AI is not going anywhere.
I really enjoy it. I really do, but it's also not going anywhere. So if you want to learn more about
it, I got you, putting the information out just for you.
Check out Prompting Curiosity, wherever you get your podcasts or promptingcuriosity.com. If
you want to check out the website, right? All right. Speaking of websites, good set. Wow.
I almost said transition because I'm saying segue and transition. Good segue, good transition
into today's main topic, which is five things that I look at when I audit a website. So last week, I
spoke about last week, last episode, I spoke about my new surprise signature offer.
It was a surprise to me and I'm like, I fucking love this thing, which is the website messaging
audit. You can check out that episode if you haven't already. This week, I want to spend more
time talking about it because yes, I want to help more folks in this way, right? The offer is
fucking dope.
I've had more people come through it. I fucking love it. It's awesome.
It's such a great starting point for folks who are looking for help with their messaging. If that's
you, I want to help you, but y'all know that I'm a teacher through and through. I pull the curtain
back on everything.
And so I want to use this episode to teach you exactly what I go through, the steps that I go
through and what I'm looking at when I audit a website. I have nothing to hide. By all means,
go and do it yourself, right? As a start, run through and audit yourself.
There is value in that, right? The value of hiring me subsequently is twofold. Number one,
oftentimes people are too close to the thing to realize that a prospective customer or a stranger
wouldn't understand it. You know what you're trying to say.
You know what your offers and services are. You know how you do things. You know who you
are.
Prospective clients, prospective customers, they don't. And oftentimes you as the business
owner, you can't really see where your messaging falls short in communicating all of those
things. Your brain will naturally fill in the gaps in the messaging.
Prospective customers, they can't do that. That's where I come in. I can see that.
Number two, the second value of something, the second value point of hiring me to run an
audit versus only doing one yourself is what I'm going to call pattern recognition over time. So
I've been doing this for a long time. This is the first time I'm, you know, productizing it as a
website audit, but I've been doing this for years and years and years.
Over the past 10 years, I've looked at hundreds upon hundreds of businesses and personal
brands looking at their messaging. At this point, I know what the problem is before I can
necessarily even articulate it. I'm like, nope, that doesn't fit with that.
That doesn't fit with that. That doesn't fit with that. Simply because I've seen the patterns a
million times, right? I've seen the same pattern show up as 11 billion times across so many
different niches, so many different offers, so many different personalities, but the same things
come up.
All right. It's bottom pretty fast, which is also why I fucking love AI because that's what it does is
pattern recognition as well. And I'm like, this is my pattern recognition homie.
So this pattern recognition, it takes reps and so pattern recognition at scale, it takes reps. It
takes time. And most folks have really, my guess, you watching this, listening to this, most folks
only looked at their own website and maybe a handful of others, like the people that are trying
to emulate or like their people they're competing with, whatever.
Either way, it's only a handful and it's just not enough examples to really refine that skill. All
right. But enough about me.
Let's get into those five things, right? Five things that I look at every single time I audit a
website. I'm going to give you the overview of the five things, and then I will break down each
one of them. All right.
The first one, overall clarity. Is it immediately obvious who you help and what you do? Second
thing, avatar audience alignment. It's avatar slash audience, right? It's not avatar dash.
Avatar slash audience alignment. Does your messaging speak directly to your ideal client's
actual problems, wants, needs, and values? Number three, voice presence. Can people hear you
in the writing or does it sound bland and basic as fuck? I literally say that in the thing.
Number four, intent, impact, congruence. This time it is a dash, right? Intent and impact. I'm
seeing the congruence between the two things.
Does what you're trying to communicate actually land the way that you want it to? All right. And
number five, I'm going to leave it to the end. I'm not going to overdo it.
I'm going to leave it to the end. Okay. So next, those are the five things I've given you four.
Next, I'm going to go through each one with an example of like the biggest and or most
common issues that I, that I tend to see. So the first one, overall clarity. Is it immediately
obvious what you do and who you help? I know that some of you, as I'm saying this, you're like,
nope, I already know it's not.
But bear with me. What I see as the biggest issue here is the messaging is vague, right? So an
example would be, I help women come back to themselves. On its own, that's vague and that's
difficult to understand.
But this is different than Instagram because you do have more real estate for context, right?
And websites, they do give you more wiggle room with things, right? Because of this real
estate. But it means that there needs to be strong messaging throughout that explains how
you help these women come back to themselves. What exactly coming back to themselves
means and looks like and what not being there looks like, right? I am looking to see, is that
communication clear and complete? You can absolutely have more esoteric language and a less
well-defined or less traditional niche, for sure.
But the entirety of the site must be able to completely present that information. One of the
main things that I have helped people with forever is identifying that niche, identifying that
avatar, and then going all the way in. Sometimes the language is a bit soft or a bit cloudy or a
bit vague because the person doesn't know or because they're a little bit scared to go in.
They're a bit scared to go all in with that person because they're like, but what about? But what
about? But what about? One of the things that I will do and I will push people to do is go all in
on that niche. You can't just be dipping a toe and worrying about all the people that you might
be excluding. Number two, avatar slash audience alignment.
Does your messaging speak directly to your ideal client's actual problems, wants, needs, and
values? I love this one. Love it. Hopefully you see how point number one, overall clarity, aka
identifying your niche and your avatar.
That's the foundation for everything. All right. The biggest issue that I see here is what I'm
going to refer to as broadcasting, right? People are talking at people, talking at prospective
customers as opposed to, or instead of talking with them, right? Yes, I get it.
A website is a static, it's a fixed asset, right? It's static text that you write and then somebody
reads on their own time. But when you're writing it, you want to be thinking about it and you
want to be writing it as if you're having a conversation with somebody. What might they ask?
What might be confusing? What might need more clarification? How might they respond and
why? Why would they respond that way? The summary of those things is that you are
considering the other.
Have you thought about what they actually care about or are you just focused on what you
want to communicate? Example, I see this all the time. It's a big one. Physical therapists with
brick and mortar practices, they really want to say how they have these hour-long sessions and
these one-on-one sessions and they never double book.
I don't think patients really give a fuck about that to be completely honest, right? Do patients
actually care about this because I don't think so or do they care about getting out of pain? Do
they care that you don't double book because they believe that the longer session will help you
solve their problem and get them out of pain? That's what I wanted to make sure that we're
identifying and then we're communicating and putting front and center. I see a lot of physical
therapists that are almost speaking to the frustrations that they have with the system and
being like, look, I solved the problem that I had with the system. Double booking, insurance, I
can't treat you the way that I want.
Meanwhile, patients are like, what about my fucking back? Is my back going to get better? I am
looking when I'm auditing a website, I'm looking across your entire website and assessing how
much and how well you are considering the other. Number three, voice presence. Fun one.
Can people hear you in the writing or does it sound bland and basic as fuck? This is a fun one
and does have some nuance if the person that I'm auditing, if it's like they have a business and
there's like a few people working there in a physical therapy practice and there's like five
people. I get it. It can't necessarily be your voice specifically, right? You have the voice for the
business.
I get that. It's a little bit different, a business like that versus a personal brand. But either way, I
want to hear that voice.
Y'all already know my whole shtick, more you. I don't have one of those shirts on today, but y'all
already know, that's my shtick. And this is where that comes into play.
So just from like a little structural perspective and like a little order of operations perspective, I
do a 30 minute call. When I run these audits, I do a 30 minute kickoff call for the entire audit
process and we just talk. I just want to hear from that person.
And specifically for this question, I want to know about you, who you are, what you sound like.
This way I can see if that comes through on the website. The biggest issue that I see folks, y'all
already know, y'all already know, they're trying to be quote unquote fucking professional.
Professionalism is racist, y'all. I'm just going to say it. And if that made you feel some kind of
way, Google it.
Chat, TPT it, clod it. It's racist. That's racist etiology, racist origins.
They're trying to be professional and they're talking like they got a turtleneck on and stick up
their butt. Nobody wants that. Or they're using a lot of industry jargon to try and sound smart.
That ain't it. The new biggest issue that I'm seeing for people that have tried to like, oh, I'm
going to reinvent my website. It sounds like AI.
Dude, we can tell when you use AI. I can tell when you use AI. Everyone can tell.
We can tell. Stop doing that. Knock it off.
I know you don't want to write the things. I know. You got to do it anyway.
You don't want to write it, but guess what? If you use AI, nobody wants to read it. No one's
going to read it. So yes, as part of the audit, I will give you suggestions on what to write and I'll
get you started on things and prompts and things like that.
I'd be like, hey, you know, I would love for it to like give this kind of vibe and I think this is what
should go here. It's not full copywriting. It's what I call copy consulting.
This is a team effort, but I will make sure you don't sound like a fucking robot. We can all tell
when you just use chat GPT. Side note, plug for my other podcast, episode 33.
So that was like two weeks ago. Episode number 33 was eight AI writing patterns, eight AI
writing patterns that are dead giveaways. So if you were like, hey, what are they called? How
can I spot them? I got you.
You can listen. You can go read the blog post, whatever you want. Thank you, Courtney.
Thank you, Jojo. The links will be in the show notes. All right.
Number four, intent impact congruence. Intent, impact, congruence. Does what you're trying to
communicate actually land the way that you want it to? To me, this is about filling in the gaps
and reading between the lines and listening around the edges, right? Messaging is
communication and communication, my friends, is not just spoken or written.
It is implied. It is inferred. I'm looking at the pictures.
I'm looking at the font choice. I'm looking at readability. I'm looking at the overall flow.
I'm looking at word choice. I'm looking at the order that your list, what goes first in that list.
That stuff does matter.
It does say something. Examples of, you know, quote unquote mistakes that I see here where
it's incongruent, right? That's the big thing. I don't want you to think, oh, it's bad.
It's just it's incongruent. It's jarring for my nervous system. Someone who says that they help
busy moms and then the website is like long text that's difficult to read.
And like even just the readability of and just like the like visual aesthetics of it of like, man, I
can't really read this font. The text is not broken up. There's no bolding.
There's no lists. It's just like big, dense writing. It's hard to navigate the site.
How are you helping busy moms? You're giving them more work to do. Incongruent. Folks who
say that they help people with brain fog.
This is a similar one. Meanwhile, the site has super long blocks of text. It's confusing directions.
It's incongruent. Physical therapy practices who say they value transparency, but then they hide
their prices. What are you doing here? The person who says that they do admin work for people
and then your website's a shit show.
A shit show. It's hard for me to say. Broken links, bad design, can't figure out how to schedule.
What's going on? Incongruent. I'm not here to say that your website needs to be the most
beautiful thing ever. One of the first things that I have people do when I work with them as an
online business, as a business coach, is I have them make a website they don't have one
already.
It doesn't have to be this incredibly beautiful thing. It just has to be functional. Yes, if we're
looking at SEO practices and we're looking at brick and mortar, things like that, that's Lexis on
her genius and that stuff does matter.
For people that are online, I just need people to know they're not a fucking killer. You're not like
a psychopath. What does your website look like? These are very basic things that anyone can
do.
You don't have to outsource that. These are the things, the stories that I'm looking at. Is it
congruent with what you're saying and how you're saying you do it versus how you're showing
up? I'm looking to see, do you walk the talk? Lastly, this is number five.
I didn't give it to you before. I'm going to give it to you now. How does it feel? This one is all
vibes, baby.
All vibes, all my vibes. Basically, this is a catch-all spot for anything else that may not fit into the
four of the categories. When I run an audit, I actually look at the website before I even have any
kind of contact with the owner and before I look at the comprehensive intake form.
I have a super comprehensive intake form. Before we meet, before we do anything, I go and
look at the site. I'm just looking.
Vibes, baby. How does it feel? How does it make me feel? How do I feel about it? Yes, I can still
do this if I know the business owner because I don't know their intent with the site or the
intention. I don't know for sure until I meet with them.
Then when they tell me it, then I can go back and then I can go and see if it matches. That's
number four, that intent, impact, congruence and see if what their intention is matches what's
on the website. There's no right or wrong when I'm doing this one for point number five.
It's just vibes. How does this thing make me feel? I know that you know what I'm talking about.
You go to an Instagram account, you search a new Instagram account and you go to the page
like, should I follow this? You know, boom, pretty damn quick if you want to follow that person
or not.
Vibes, baby. That's what I'm doing. Then when I get that sense, that feeling for things, I will
oftentimes encourage people to bring out more of that or highlight that or make sure that they
intentionally infuse whatever that thing is.
So again, it's not right or wrong. You know, for example here, I did a first big pass with a client,
a first pass with an appliance that did a big overhaul of their messaging and I could tell when I
was reading it. I was like, man, she's a teacher.
She's an amalgamator, puts things together and just like taking a lot of pieces of her life. It's
literally her essence. It's literally her superpower based on what I'm seeing, but it's not overtly
stated anywhere.
It's not highlighted. It's not not leaned into. It's not clearly stated and demonstrated how all
these parts fit together to make an awesome solution.
So we changed that and that was a really fun one. So there you have it. Five things that I'm
looking at when I audit someone's website, right? It's a fun process.
It's a comprehensive process and it's a process that I by all means encourage you to
experiment with on your own. And I'm looking at time. I'm like, we're going to do this.
We're going to wrap it up. If and when you're ready for outside help, you want a second set of
eyes, I would love to help you. Movemyshow.com forward slash website dash messaging dash
audit.
We'll link it in the show notes. Thank you, Jojo. Thank you.
Questions hit me up. DM me three, give me a text 3107372345. There is no link on the site for
discovery calls because I'm not trying to deal with tire kickers.
I had way too much of that in the past. But if you listen to the podcast, I know that you're good
people. So DM me first.
And if you're wanting a discovery call, you need a discovery call. I know it's not cheap. That's a
$6.97 currently.
It's going to go up. I'm telling you folks the price is going to go up. I don't say it to scare you.
I say it because I like telling the truth. But if you're like, hey, I just want to make sure of
something first, go ahead, DM me, text me. I'm happy to send you a link for a discovery call.
But I just, I don't put it front facing because I don't want the fucking tire kickers. But I'm going
to wrap it up there. Feel free.
Go and do the audit on your own. Run through it. And if you're like, man, I could use that
second set of eyes or what Masha was saying.
I'm down with it. I want help with it. Let me help you.
I love this shit. I am really, really excited for, I'm really excited for how things are in the
business. Y'all have been with me.
You saw where I was at with, you know, post election and just trying to figure out like, what's
worth saving? What is an act of resistance and what's being a little bitch? What do I want to let
go of? And I'm really happy with where I've landed and what I've settled on. I'm really fucking
happy with the rebrand for the podcast. Again, if you want to know why I left Strategy BT and
I'm all in on Claude, if you don't already, that episode should actually already be out.
By the time this comes out, that episode will already be out. I believe it's episode 35. Talk about
the name change, but I really talk about why I left Strategy BT and I bring the receipts.
So you can check that out. And I'm really happy with where the business is going and then
leaning into messaging and really helping people out with that. So if you want to help, I would
love to help you.
You got all the information there, hit me up, DM me, send me a text. If you want the discovery
call, happy to do one with you. And yeah, gonna wrap it up there.
Thank you for the opportunity to pull back the curtain and nerd out on this stuff. As always, my
friends, endlessly, endlessly, one more time, endlessly appreciative for every single one of you.
Until next time friends, Maestro out.
Watch this episode on YouTube!
Get a website messaging audit
Check out my other podcast, Prompting Curiosity!
Prompting Curiosity Ep. 34: 8 AI Writing Patterns that Are Dead Giveaways
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