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Syncfusion GTM Playbook

Website buyer-fit audit

Type
checklist
Status
draft
Owner
COE Team
Last reviewed
2026-11-07
Products
All products

Draft. Not yet reviewed. Check facts before you use it with customers.

Run per product site each quarter, and before any major campaign, to check the site convinces a midsize+ buying committee; done means every section is scored and a prioritized fix list is agreed. The Claude skill website-buyer-fit-audit runs this checklist.

Before you start

  • Open the ICP, personas, the product’s section of pricing and licensing and the product’s objections file _reference/objections/<slug>.md.
  • Audit the live site logged out, on desktop and mobile.
  • Score each item: 2 = clearly present and easy to find, 1 = present but weak or hard to find, 0 = missing. Section score = points ÷ maximum.

Checklist

S1 Trust (product marketing)

  • Security page: data handling, encryption, hosting regions, pen testing, responsible disclosure.
  • Compliance: certifications and frameworks the product actually holds (for example SOC 2, ISO 27001, GDPR, HIPAA), with how to request reports.
  • Support SLAs and support tiers stated.
  • Uptime or status page linked (cloud products).
  • Customer logos and references, with permission.
  • Third-party reviews linked.

S2 Enterprise paths (marketing ops)

  • “Contact sales” and “Book a demo” visible in the main navigation.
  • Procurement and security-review documents offered (security questionnaire, DPA, W-9/vendor forms, MSA or license terms).
  • SSO/SAML, role-based access and audit logs explained where relevant.
  • Forms are short and route by company size.

S3 Deployment and integration clarity (product marketing)

  • Deployment options stated plainly: cloud, self-hosted/on-prem, private cloud, embedded.
  • Supported platforms, frameworks and integrations listed.
  • API and docs one click from product pages.
  • Architecture or data-flow overview for IT/security.

S4 Pricing-page clarity (product marketing)

  • Pricing model clear: tiers, per user/server/flat, what’s included.
  • Free, trial or community option explained, with eligibility in plain words.
  • Enterprise/volume path with a contact-sales CTA.
  • Licensing, renewal and upgrade terms linked.
  • Pricing FAQ answers cost-at-scale questions.

S5 Case studies (product marketing)

  • Case studies filterable or labelled by industry and company size.
  • Some show midsize+ organizations with customer-reported outcomes.

S6 Objection coverage (SEO lead)

  • Every objection in _reference/objections/<slug>.md is answered on the page listed in its Site placement.
  • FAQPage structured data on FAQ-style answers that are visible on the page; validated with the Rich Results Test. See Search and AI visibility.

S7 Performance (web developer)

  • Core Web Vitals “Good” on home, pricing, product and demo pages (GSC or PageSpeed Insights).
  • No broken links or 404s on key paths.

S8 Accessibility (web developer)

  • Keyboard navigation and visible focus on navigation and forms.
  • Color contrast and alt text pass an automated check (for example Lighthouse or axe) against WCAG 2.2 AA.
  • Accessibility statement published.

Results format

Claude prints the result in chat; save it to the team’s shared results log (location TBD). If an output directory is given (for example by pbmaintain), also write the report files defined in reports/schema/README.md there. Otherwise don’t create results files in the repo. Use exactly this format:

## Website buyer-fit audit: {product slug}, {site URL}, {YYYY-MM-DD}
Run by: {name or "Claude"}


| Section | Score | Points | Biggest gap |
|---|---|---|---|
| S1 Trust | {x}% | {p}/{max} | {gap} |
| ... | | | |
| **Overall** | {x}% | {p}/{max} | |


### Item results
| Section | Item | Score (0/1/2) | URL or "not found" | Note |
|---|---|---|---|---|


### Objection coverage
| # | Objection | Listed placement | Answered there? (Y/Partial/N) | FAQ markup? (Y/N/n/a) | URL |
|---|---|---|---|---|---|


### Fix list (highest impact first)
| Priority | Fix | Section | Owner role | Effort (S/M/L) |
|---|---|---|---|---|
| 1 | {fix} | {S#} | {role} | {S/M/L} |

Rank fixes by midsize+ impact: trust and enterprise paths first, then objections and pricing. Credit only certifications a public page confirms.

Report keys (for the report files): Item IDs are the section plus the item’s position in it (S1.1, S1.2 … S8.3). Metric keys: web.buyer_fit_score, web.section_score (dimension section), web.objection_coverage.

Done when

  • All eight sections are scored with URLs as evidence.
  • Every objection has a coverage row.
  • The fix list has owners and is agreed with the product marketing lead.

If something goes wrong

  • A page states a certification, SLA or price that looks wrong: tell product marketing the same day; don’t guess the correct value.
  • Site blocks automated access: run it manually, same format.