How to audit a business before you pitch it.

Step by step

1. 1Confirm what the business does and where. Read its own website, not just the listing, and note the services and cities it serves.
2. 2Search like a customer. Search the main service and city on Google and note who shows on the map and in the results.
3. 3Check the Google Business Profile: categories, hours, photos, services and how complete it is.
4. 4Compare reviews with the three to five competitors that show beside it: rating, count and how recent they are.
5. 5Check map rankings across the city, not only at the office address.
6. 6Look at ads: is it running Meta ads? Is it bidding on Google? Roughly how much?
7. 7Look at social: which profiles exist and when each last posted.
8. 8Walk the website as a lead: can a phone visitor tap to call? How long is the form? Is there chat after hours?
9. 9Ask the AI assistants: “best [service] in [city]” in ChatGPT, Perplexity and Google. Is the business named?
10. 10Check open jobs: hiring for front desk or intake is a sign of a stretched team.
11. 11Rank the gaps by what costs the most leads, and pick the three to lead with.

How to pitch what you found

Lead with one finding the owner can verify on the call, such as the competitor holding the map spot for their main search. Show the evidence, compare with a nearby competitor, and connect each gap to what fixing it would change. Keep it to three gaps; a list of twenty reads like an attack.

Doing it at scale

By hand, this takes one to three hours per business. Lexir runs the whole audit in minutes from public data, for one business or a whole list, and builds the slideshow you pitch from.