The Audit Accelerator: Angela Hill’s Award-Winning Sitebulb Strategy

Angela Hill is a Fractional CMO/CSO with Chief Outsiders*, working with a wide range of B2B product and service companies. Regardless of whether the industry is engineering, healthcare, software, manufacturing, or professional services, she works with each of these companies to build and accelerate continuous sales growth. As a C-level marketing leader with decades of experience building brands for Fortune 500 clients, she knows exactly how to navigate the challenges of modern marketing to create the right strategy and implement the right tactics for predictable, profitable revenue. It all starts with understanding the digital marketing landscape. That’s where Sitebulb comes in as a key tool in her marketing toolbox…

The Challenge

As a 30-year marketing expert, I don’t just offer SEO advice, I enable B2B companies to build strong lead gen systems, refresh brand architecture, and launch products and services; in short, total business transformation. My output has to reflect that. So, to every client I service, I supply:

• A detailed and thorough website audit report
• An executive summary
• Some ‘quick win’ recommendations
• A detailed technical guide for the SEO in-house resource or agency (with issues prioritized by level of urgency)

To produce this type of SEO audit takes 1-2 days of work. In a competitive consultancy landscape, when a fractional CMO is balancing multiple clients at different stages in their growth, time is precious. So I knew I needed to optimize my process and get these key deliverables to clients immediately at the start of each engagement. By ensuring everyone on the leadership team is clear regarding the current marketing situation and what exactly needs to be improved, it’s easier to move forward effectively with short-term quick wins and long-term strategy for proven gains.

The Solution

As a member of the AI Tiger Team at Chief Outsiders, I understand deeply just how quickly the AI landscape is changing and which information is okay to analyze using this type of software. Through experimentation and finessing, I was able to maximize my workflow efficiency using a combination of 4 different software systems to streamline my audit process: Sitebulb’s website audit tool (desktop version), Claude AI, BuiltWith, and Google's PageSpeed Insights. 

With Sitebulb, I produced a 90+ page website audit report in 15-20 minutes. The report was detailed enough for me to glean the nitty gritty details for what needed to be fixed and served as a tool when communicating with external agency vendors and/or in-house SEO resources.

Knowing that most CEOs and other members of the C-Suite don’t have the time or interest to comb through a 90-page report, I then uploaded the PDF to Claude AI. By having the AI tool analyze and read the entire report, I empowered the tool to create an executive summary to condense Sitebulb’s detailed report into a digestible one-page write up with key action items and highlights to use as a conversation starter.

Taking it another step further, I then used the BuiltWith online tool to analyze the website tech stack. Through that particular software, I was able to see all of the active software, plugins, and platform infrastructure as well as past systems to determine what was working, what needed to be upgraded, and what should be turned back on for the website to perform optimally.

Lastly, I used Google PageSpeed Insights to analyze the mobile and desktop speed, a.k.a. load times for my client’s website. Through that tool, I gained additional information and insight into what else might need to be fixed to improve the user experience and the speed of the site. 

Finally, I took all four items and combined them into several emails: an executive summary and 4-page PDF file for the C-Suite, a 90-page detailed audit from Sitebulb for the SEO agency and/or in-house SEO resource, and a tech stack audit plus page speed audit for the internal marketing lead and marketing team. Each key stakeholder received an analysis that was appropriate for the type of information and the level of detail that they needed.

The Results

My audit process has been reduced from 1-2 days of work to half a day’s work, while retaining the level of detail and quality required for the caliber of deliverables that my clients expect. That’s a 50% reduction at the very least. An added benefit is that it also gives me variations of the same information that is suitable for each of my core stakeholders. 

My C-suite client loves the executive summary report that gives them the insight they need and visibility into the performance of their marketing asset. The marketing lead is able to manage their SEO resource more effectively and hold them accountable. The SEO resource has a prioritized plan of action to follow with exquisite details, so there is no confusion regarding what needs to be fixed, what level of importance it holds, and what steps need to be taken to fix it. And, I appreciate having the Sitebulb data visualizations to manage push back from resources who have historically gotten away with using specialized vocabulary to create mystery or confusion with my clients. 

In fact, the process has been so successful and appreciated that I have offered it as a support mechanism to my fellow CMOs at Chief Outsiders. Recently, after being reviewed and judged by a panel of my peers, my process and utilization of software was recognized. I was presented with an AI Innovation Award, which seeks to highlight the best new practical applications in AI innovation that provide value for a client or CXO.

*About Chief Outsiders

Chief Outsiders, the nation’s leading Executives-as-a-Service firm, helps CEOs identify and deploy the fractional marketing and sales executives they need to accelerate growth. The firm’s cohesive team of more than 120 fractional executives act as Strategic Operators™ to achieve results. They blend insight, strategy, and execution to deliver revenue engines that drive long-term profitable growth for businesses. Inc. Magazine has recognized Chief Outsiders for ten consecutive years as one of the 5,000 fastest growing privately held companies in the US.