What's in a Digital Visibility Assessment? (Everything We Look At)

A $500 assessment that tells you where your business stands online and what to do about it sounds straightforward. But "digital visibility" covers a lot of ground, and most business owners aren't sure what they're actually paying for or what to expect.

Here's exactly what we look at, what we're evaluating, and what you receive at the end.

What We Audit

Google Business Profile

Your GBP listing is the first and most important thing we assess because it has the highest direct impact on local search visibility. We evaluate:

Completeness: Is every field filled in? Business name, address, phone, website, hours, special hours, business description, services, attributes? Most businesses are missing at least 3-4 of these.

Category accuracy: Is your primary category the most specific option available? Do you have all relevant secondary categories? Wrong or generic categories mean you're invisible for searches you should be ranking for.

Photo quality and quantity: How many photos, when were they last added, do they show what a buyer needs to see to trust your business?

Post activity: When did you last post? Google sees inactive profiles as less reliable and ranks them lower.

Review health: Total count, average rating, review recency (when was the last one?), and whether you're responding to reviews.

Competitive context: How does your GBP compare to the top 3 businesses in your category in your market? We pull the data for your actual competitors.

Website

We evaluate your website for the signals that matter to local search and to buyers who land on it:

Local relevance signals: Does your website mention your city, your service area, and your specific services in the right places (page titles, headings, content)? Many small business websites are geographically invisible to Google.

Mobile experience: Does the site work well on a phone? Is the phone number easy to find and clickable? Can a visitor on a mobile device easily navigate to what they need?

Page titles and meta descriptions: These are what appear in Google search results. Are they descriptive, specific, and within character limits?

Call to action clarity: When a buyer lands on your homepage, is it immediately clear what you do, where you are, and how to contact you?

Connection to Google Search Console: Are you tracking what searches are bringing people to your site? Most small businesses aren't, which means they have no visibility into what's working.

Instagram

We review your Instagram presence with your specific buyer demographic in mind:

Bio: Does it clearly state what you sell, where you are, and include a working link?

Posting frequency and recency: How often are you posting, and when was the last post?

Content quality: Are you showing your product or service in a way that converts discovery into desire? Or is it generic content that could belong to any business?

Engagement: Are people saving, commenting, and sharing — or is the content being published into a void?

Reels: For most product and retail businesses, Reels currently get more reach than static posts. Are you using them?

For any business that sells to women in the 30-60 demographic — which covers most boutiques, antique dealers, lodging, dining, and lifestyle retail — Pinterest is one of the highest-impact channels and one of the most consistently underused.

We assess:

Business account status (personal accounts don't have analytics or the website claim feature)
Board structure and whether boards are organized around what buyers search
Pin activity and recency
Whether pins link back to your website
How your presence compares to what buyers find when they search your category

For many businesses, our verdict on Pinterest is: "This is your single biggest missed opportunity." If that's the case for yours, we'll tell you directly.

Facebook

We do a brief Facebook assessment — is the page active, complete, linked to your website, and consistent with the rest of your digital presence? Facebook isn't a primary driver of local search visibility, but an outdated or inconsistent page creates doubt.

Search Visibility

If you can share Google Search Console access, we pull your actual search data: what terms you currently rank for, which pages are generating clicks, and where the biggest gaps are between what you should rank for and what you actually rank for.

If GSC access isn't available, we do manual search checks for your most important keyword categories and note what we find.

The Report

Within 48 hours of receiving your data and completing our audit, you receive the full report:

Visibility Score: Your business rated 1-10 across each of the five channels. The score is honest — most businesses score 3-6 in most categories. An inflated score doesn't help you.

What We Found: Specific observations for each channel — not "your Instagram could be better" but "your last Instagram post was 6 weeks ago, you have no Reels, and your bio doesn't mention your location."

Quick Wins: Five specific actions you can take within 30 days that will have measurable impact. Each quick win includes what to do, why it matters, and realistic time required. These are things you can do yourself.

The Bigger Picture: The work that goes beyond 30-day DIY fixes — what consistent content, GBP management, and Pinterest strategy could do for your visibility over 6-12 months. This section plants the flag for where full engagement work would take you.

Financial Impact Estimate: A conservative estimate of what improved visibility could realistically mean in additional revenue — based on your business type, average transaction value, and what we know about how search traffic converts in your category.

The Walkthrough Call

After you've had 24-48 hours to read the report, we schedule a 30-minute call to walk through it section by section. We answer your questions, clarify anything that needs more context, and make sure you leave knowing exactly what to do first.

If you want to move forward with full engagement after the assessment, the $500 is credited toward the cost. If not, you have a specific, prioritized action plan you can implement yourself.

Questions before committing? Email mark@raintreems.com. Ready to schedule? Request your assessment here.