Business Growth & Systems Audit
Greenway Garden Services
Prepared by Addspent to show how its audits are structured.
AExecutive summary
Greenway Garden Services is a garden maintenance and landscaping business that receives enquiries by website and phone, tracks quotes and follow-ups by hand, and wants to make better use of its digital presence while reducing admin.
The biggest opportunities are not new technology. They are simple, structural changes: one place to record enquiries, consistent follow-up, and a website that makes asking for a quote obvious. Low-complexity automation becomes worthwhile once those foundations exist.
Website clarity & journeyMedium
Services and the route to a quote could be much clearer.
Enquiry tracking & follow-upHigh
No single record; follow-ups rely on memory.
Administrative workloadHigh
Details are re-typed across several tools.
Marketing measurementMedium
No source tracking, so marketing can't be evaluated.
Priority ratings are qualitative and based on scenario assumptions, not measured data.
BCurrent-state observations
| Area reviewed | Observation | Why it matters |
|---|---|---|
| Website | Services are listed in one paragraph, and the contact page is the only place to enquire. | Visitors may leave before finding how to ask for a quote. |
| Enquiry channels | Enquiries arrive by website form, phone and personal mobile, with no single record. | Enquiries can be missed or duplicated, and nobody sees the full pipeline. |
| Quotes & follow-up | Quotes are written in a word processor and tracked from memory. | Follow-ups depend on one person remembering; quotes may go unanswered. |
| Administration | Customer details are re-typed into several places. | Repeated data entry takes time and introduces errors. |
| Measurement | No analytics or source tracking is in place. | It isn't possible to tell which marketing produces enquiries. |
| Local presence | The business listing and website show slightly different details. | Inconsistent details can weaken local search visibility and trust. |
CWebsite & customer journey
The website was assessed against seven criteria. Each issue includes a recommended improvement and a practical way to check it.
| Criterion | Issue | Recommended improvement | How it could be checked |
|---|---|---|---|
| Clarity of service offering | Services aren't clearly separated or described. | Create a short section per service with typical jobs and the area served. | Five-second test with people unfamiliar with the business. |
| Calls to action | No consistent “Request a quote” prompt. | Add a primary quote button in the header, hero and after each service. | Click-through to the quote form, once tracking is in place. |
| Mobile usability | Small text and buttons on phones. | Mobile-first layout with larger tap targets. | Manual testing on two or three common phone sizes. |
| Contact options | Phone number only on the contact page. | Tap-to-call number in the header and a short quote form. | Check that every page offers a contact route. |
| Trust signals | Little information about the process or what to expect. | Explain the process, service area and commitments; add verified reviews once collected. | Review the content against a trust checklist. |
| Local SEO fundamentals | Page titles are generic and the service area isn't mentioned. | Descriptive titles, service-area content and consistent name, address and phone details. | Inspect titles and headings; compare business listings. |
| Accessibility & structure | Headings are used for styling; form fields lack labels. | Logical heading order, labelled fields and sufficient colour contrast. | Automated accessibility check plus keyboard-only test. |
DEnquiry & administration workflow
Current process
- Enquiry by phone, form or text
- Noted on paper or in inbox
- Quote written later
- Follow-up from memory
- Outcome rarely recorded
Likely bottlenecks: details aren't captured in one place, and follow-up depends on memory.
Recommended process
- Enquiry by any channel
- Logged in one register
- Quote from template
- Status + reminder date
- Outcome recorded
- A single enquiry register: one shared sheet or simple CRM
- Consistent status tracking: New, Quoted, Follow-up due, Won, Lost
- Clear ownership: every enquiry has a named person
- Standard response templates for the most common requests
- Appropriate reminders when a follow-up is due
- Simple reporting: a monthly count by stage and source
EMarketing & measurement
A proportionate framework for a business of this size: a few measures that are easy to collect consistently.
| Measure | Definition | Likely source |
|---|---|---|
| Website enquiries | Form submissions and calls from the website | Form notifications; call log |
| Enquiry sources | Where each enquiry came from | “How did you hear about us?” field |
| Quote requests | Enquiries that reach the quote stage | Enquiry register |
| Follow-up completion | Quotes with a follow-up recorded on time | Enquiry register statuses |
| Enquiry → quote → sale | Conversion at each stage, where data allows | Register plus accounts records |
These recommendations depend on reliable tracking being put in place. No performance figures are included in this report.
FPrioritised opportunity register
| Opportunity | Problem addressed | Recommended action | Potential impact | Effort | Priority | Dependencies or risks | How success would be measured |
|---|---|---|---|---|---|---|---|
| 1. Single enquiry register | Enquiries scattered across channels | One shared register for all enquiries | High | Low | High | Team adopts the new habit | Share of enquiries logged within one working day |
| 2. Clear website calls to action | No obvious route to a quote | Quote buttons and a short quote form | High | Low | High | Website access | Quote-form submissions (after tracking is set up) |
| 3. Follow-up statuses & reminders | Quotes go unchased | Standard statuses and reminder dates | High | Medium | High | Depends on #1 | Share of quotes with a recorded follow-up |
| 4. Response templates | Replies written from scratch | Templates for common enquiries | Medium | Low | Medium | Owner approves tone | Time to first reply (spot-checked) |
| 5. Basic enquiry-source tracking | Unknown marketing performance | Ask “How did you hear about us?” and add simple analytics | Medium | Low | Medium | Consent banner for analytics | Share of enquiries with a known source |
| 6. Form-to-register automation | Re-typing website enquiries | Automatically add form enquiries to the register | Medium | Medium | Medium | Depends on #1; data protection review | Manual entries avoided per month |
| 7. Website rebuild | Ageing site structure | Full redesign with new content | High | High | Later | Budget; content time | Enquiry conversion compared with baseline |
| 8. Social media scheduling tool | Irregular posting | Adopt a scheduling tool | Low | Medium | Low | Subscription cost | Posts published versus planned |
GImpact vs effort
Impact →
Effort →
Quick wins
High impact · low effort
- 1. Single enquiry register
- 2. Website calls to action
- 4. Response templates
- 5. Source tracking
Plan carefully
High impact · high effort
- 3. Follow-up statuses & reminders
- 6. Form-to-register automation
- 7. Website rebuild
Fill-ins
Low impact · low effort
- Align business listing details (section B)
Deprioritise
Low impact · high effort
- 8. Social media scheduling tool
This prioritisation is an initial hypothesis, to be validated with the business owner and real data.
H30-day action plan
- Days 1–7
Clarify and set a baseline
- Confirm the services, service area and how enquiries arrive
- Start a simple count of enquiries by channel
- Agree who owns enquiry follow-up
- Days 8–14
Make enquiring easy
- Add quote buttons and a short quote form to the website
- Set up a single enquiry register
- Log every new enquiry in the register
- Days 15–21
Make follow-up consistent
- Introduce standard statuses: New, Quoted, Follow-up due, Won, Lost
- Write three response templates
- Set reminder dates for every open quote
- Days 22–30
Review and test
- Check the register is complete and up to date
- Test the form, templates and reminders end to end
- Review the data collected and agree next priorities
The plan focuses on putting foundations in place. It doesn't promise a quantified business outcome within 30 days.
IMeasurement plan
| Improvement | Baseline to collect | Metric | Period | Evidence of improvement | Limitations |
|---|---|---|---|---|---|
| Enquiry register | Count enquiries for 2 weeks before launch | Enquiries logged / enquiries received | 4 weeks | Nearly all enquiries logged, with an owner | Early weeks reflect learning the new habit |
| Website calls to action | Current monthly enquiries by channel | Quote-form submissions | 8–12 weeks | A sustained rise relative to baseline | Seasonality and small numbers can distort results |
| Follow-up statuses | Spot-check of recent quotes: was a follow-up made? | Quotes with a follow-up recorded | 4–6 weeks | Fewer quotes without a next action | Doesn't by itself show sales impact |
| Response templates | Time to first reply for 10 recent enquiries | Median time to first reply | 4 weeks | Shorter, more consistent reply times | Measured on a spot-check, not every enquiry |
| Source tracking | None, since no source data exists today | Share of enquiries with a known source | 8 weeks | Most enquiries have a recorded source | Customers may mis-remember how they found you |
Baselines would be collected at the start of implementation.
JSuggested next steps
- Validate the assumptions in this report with the owner and team through a discovery session.
- Set up the enquiry register and start collecting a baseline.
- Improve the website's calls to action and quote form.
- Introduce follow-up statuses, templates and reminders.
- After 4–8 weeks of data, review whether form-to-register automation is worthwhile.
A real business would need a discovery process to validate these assumptions before any paid implementation proposal.