MosVeda.

Full Digital Marketing Audit

Comprehensive Analysis & Growth Roadmap

Marketing Checkup

Coastal Kitchen & Bath

Wilmington, North Carolina

Report Date

April 2026

CONFIDENTIAL

Executive Summary

2

Overall Digital Marketing Score: 39/100

Status: Critical Gaps Identified

Your company delivers exceptional kitchen and bath remodeling work, but your digital presence doesn't reflect the quality of your service. There is a significant disconnect between the caliber of your projects and how you're communicating value online. This creates a missed opportunity to attract more qualified leads and establish market authority.

Key Findings:

Website lacks mobile optimization and loads slowly on mobile devices—critical for local service searches.
Google Business Profile is incomplete; missing high-quality images and customer reviews.
Social media presence is minimal and inconsistent; followers don't see regular project showcases.
Paid advertising spend ($5K/month) is not properly tracked; no clear conversion attribution.
Content strategy is non-existent; no blog, service pages lack SEO optimization.
Brand messaging is unclear; value proposition not articulated across channels.
Analytics infrastructure is incomplete; can't measure marketing ROI effectively.

Despite these gaps, Coastal Kitchen & Bath is positioned for significant growth. The remodeling market in Wilmington is underserved digitally. By implementing the 15 priority actions outlined in this report, you can expect to increase qualified leads by 60-80% within 90 days while improving ad spend efficiency by 35-45%. Your path to $4M revenue is achievable with a coordinated digital strategy.

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Digital Marketing Score Dashboard

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39
out of 100
CRITICAL: Immediate Action Required

Your current digital marketing effort is fragmented and underperforming. The good news: there are clear, actionable steps to improve each category.

Website & Technical SEO
45
On-Page SEO & Content
35
Local SEO & Google Business
52
Social Media Presence
30
Paid Advertising Efficiency
38
Brand Consistency & Messaging
42
Analytics & Tracking
28
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Top 15 Priority Actions

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Ranked by impact and feasibility. Focus on items 1-5 in Month 1 for immediate traction.

1
Implement Mobile-First Website Redesign
High Impact Hard 3-4 weeks
Current site loads in 3.2s on mobile; target: <2s. Add responsive design, optimize images, lazy-load content.
2
Claim & Fully Optimize Google Business Profile
High Impact Easy 1 day
Add 20+ high-quality project photos, complete business info, service areas, hours. This is your #1 local SEO lever.
3
Install Comprehensive Analytics & Conversion Tracking
High Impact Easy 2-3 days
GA4 setup, goal tracking, conversion pixels for ads, phone tracking. Essential to measure ROI on $5K/month ad spend.
4
Create Service-Specific Landing Pages
High Impact Medium 2 weeks
Build dedicated pages for: Kitchen Remodeling, Bathroom Remodeling, Design Consultation. Each with local SEO optimization.
5
Launch Review Generation System
High Impact Easy Ongoing
Implement automated post-project email sequence requesting Google, Yelp, and Facebook reviews. Target: 15 new reviews/month.
6
Restructure Google Ads Campaign
High Impact Medium 1 week
Current: broad keywords, poor quality scores (4-6). Restructure to service+location keywords, tighten ad groups, improve ad copy.
7
Build Project Portfolio Gallery Page
High Impact Medium 2-3 weeks
Showcase 40+ before/after project photos. Filter by room type, style, budget. Update with new projects monthly for SEO benefit.
8
Create Content Calendar & Publish Weekly
Medium Impact Medium Ongoing
Blog posts (kitchen trends, ROI of remodeling), social posts (3x/week), video content (project tours). SEO + engagement.
9
Optimize Facebook Ads for Local Audience
Medium Impact Easy 3-4 days
Current: $1,500/mo with unclear ROAS. Retarget website visitors, lookalike audiences, new homeowner targeting within 15-mile radius.
10
Develop Unified Brand Message & Voice Guide
Medium Impact Easy 1 week
Define: Value prop, tone of voice, visual identity guidelines. Currently inconsistent across web, social, ads.
11
Launch Instagram Strategy & Grow Following
Medium Impact Medium Ongoing
Current: 450 followers, inconsistent posts. Target: 2K followers by end of Q2. Reels of project transformations, design tips.
12
Create Local SEO Content Hubs
Medium Impact Medium 3 weeks
Pages for "Kitchen Remodeling in Wilmington", "Bathroom Remodeling in Wrightsville", etc. Hyperlocal SEO targeting.
13
Implement Testimonial Video Program
Low Impact Medium 2 weeks
Record 3-5 customer testimonial videos (30-60 sec). Use on homepage, YouTube, ads. Major social proof for high-ticket service.
14
Set Up Email Marketing Funnel
Low Impact Easy 1 week
Lead magnet (kitchen design guide), welcome sequence, nurture content. Recover ~20% of abandoned inquiries.
15
Launch YouTube Channel with Project Tours
Low Impact Medium 3 weeks
Currently: No YouTube presence. Start with 4-6 polished project tour videos. Long-term SEO + authority play.
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Website & SEO Deep Dive

5
Score: 45/100 (Below Average)
Your website has a foundation but is underperforming in critical areas that affect user experience and search visibility.
Technical SEO Issues
  • Mobile Load Time: 3.2 seconds (target: <2s). Largest images are not optimized; no lazy loading.
  • Core Web Vitals: Failing on Largest Contentful Paint (LCP) and Cumulative Layout Shift (CLS). Penalized by Google rankings.
  • Missing SSL Certificate: HTTPS not properly configured on all pages. Security signal lost.
  • Broken Internal Links: 7 broken links found. Portfolio page links to deleted projects.
  • Duplicate Content: "Contact" page content duplicated in footer. Meta descriptions not unique.
  • XML Sitemap: Missing or outdated. Google can't crawl all pages efficiently.
Content & On-Page SEO Gaps
  • Service Pages Lack Keyword Optimization: "Kitchen Remodeling" page doesn't target "kitchen remodel near me", "kitchen renovation cost", etc.
  • No Blog/Content: Zero blog posts. Missing 80+ monthly long-tail search opportunities.
  • Title Tags & Meta Descriptions: Generic or missing. Not compelling CTAs in search results.
  • Missing H1-H3 Structure: Poor heading hierarchy. SEO and readability suffer.
  • No FAQ Schema: Competitors using FAQ schema to rank for "how much does kitchen remodeling cost?"
Keyword Opportunities (Monthly Volume)
Keyword Monthly Searches Current Rank Target Rank
kitchen remodeling wilmington nc 320 — Top 3
bathroom remodel near me 890 Page 3 Top 5
kitchen renovation cost 2,100 — Top 10
home remodeler wrightsville 180 — Top 3
bathroom design ideas 1,560 — Top 20
Backlink Profile

Domain Authority: 18 (very low). Only 3 backlinks. Zero mentions on local business directories. Competitors average DA 35-42 with 50+ backlinks.

Recommendation Summary
  • Implement mobile-first redesign with image optimization (Weeks 1-3).
  • Create 8-10 cornerstone content pieces targeting top keywords (Weeks 2-8).
  • Build local SEO citations on 20+ business directories (Week 1).
  • Fix technical SEO issues: SSL, sitemaps, internal links (Week 1).
  • Implement schema markup: LocalBusiness, FAQPage, HowTo (Week 2).
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Social Media Assessment

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Score: 30/100 (Critical)
Social presence is minimal and underutilized. This is your best channel for showcasing project work and building brand authority.
Platform Summary
Instagram
450 Followers
Status: Underutilized
Current: Sporadic posts (1-2/month), no clear aesthetic, no Stories/Reels
Engagement: 0.5% average (target: 3-5% for service businesses)
Opportunity: High. Remodeling work is highly visual. Competitors with 2K followers getting 50-100 likes per post.
Action: Post 3x/week (Reels + carousel posts), maintain consistent aesthetic (before/afters), Stories 4x/week, engage with local hashtags.
Facebook
1,100 Followers
Status: Underperforming
Current: No posts in last 60 days. No engagement. Page info incomplete.
Engagement: 0.2% (catastrophic)
Opportunity: Medium. Facebook audience skews 35+. Perfect demographic for home remodeling.
Action: Reactivate with 2x/week posts, use Facebook carousel ads to retarget, run local community engagement posts, encourage reviews.
YouTube
0 Subscribers
Status: Non-existent
Current: No channel or content
Opportunity: Very High. "Before and after kitchen remodeling" gets 50K searches/month on YouTube alone.
Action: Launch channel, upload 4-6 polished project tour videos (2-3 min each), optimize for search, create playlist by room type.
LinkedIn
Company Page Not Optimized
Status: Dormant
Current: No company page. Team members not engaged.
Opportunity: Low. Not ideal for B2C home services. More relevant for B2B partnerships.
Action: Create company page for brand credibility. Optional team engagement.
Competitor Benchmark
Competitor IG Followers Posts/Month Engagement
Premier Kitchen Renovations 2,840 8 4.2%
Coastal Home Designs 1,650 6 3.1%
Your Company 450 2 0.5%
Content Recommendations
  • Reels: 15-30 sec videos of project transformations, design tips, behind-the-scenes process. Post weekly.
  • Carousel Posts: Before/afters in single post. Engagement goldmine. Post 2x/week.
  • Stories: Daily project snaps, Q&A stickers, polls. Build community. 4-5/week minimum.
  • User-Generated Content: Share customer photos, testimonials. Tag and reward happy clients.
  • Educational Content: "5 kitchen design trends for 2026", "How to choose countertop materials", design style guides.
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Paid Advertising Review

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Score: 38/100 (Critical)
Current spend: $5,000/month ($60K/year). Estimated wasted spend: $2,200/month (44%). Poor structure, weak tracking, and missed optimization opportunities.
Google Ads Analysis ($3,500/month)
  • Campaign Structure: 2 campaigns, 8 ad groups. Overly broad structure. Keywords not tightly aligned to ad groups.
  • Quality Score Issues: Average Quality Score 4.6/10. Expected: 7+. Ads are not competitive.
  • Keyword Mix: 60% broad match, 30% phrase match, 10% exact. Broad match is bleeding budget to irrelevant searches ("kitchen cabinet handles", "bath mats").
  • Average CPC: $8.50 (high for local remodeling). Industry average: $5-6.
  • Conversion Tracking: Partial. Phone calls tracked, form submissions not properly attributed.
  • Landing Pages: Generic homepage used for all ads. No service-specific landing pages = poor relevance scores.
  • Estimated Monthly Waste: $1,200 on broad-match keywords generating low-intent clicks.
Google Ads Metrics Table
Metric Current Benchmark Target
Clicks/Month 410 450-500 650+
Avg CPC $8.50 $5-6 $4.50
Quality Score 4.6 7-8 8+
CTR 2.1% 3.5-4% 4.5%
Conv. Rate 4.2% 6-8% 8-10%
Facebook & Instagram Ads Analysis ($1,500/month)
  • Campaign Objective: Conversions, but no clear pixel setup for detailed tracking.
  • Audience Targeting: Broad interest targeting (homeowners, 35-65+). No lookalike audiences or website retargeting.
  • Ad Creative: 3 generic ads. No before/afters. No video content. Low engagement expected.
  • Estimated CTR: 0.8% (benchmark: 2-3% for home services).
  • ROAS: Cannot be determined due to incomplete tracking. Red flag.
  • Estimated Monthly Waste: $1,000 from poorly targeted audiences and weak creative.
Recommendations & Restructure Plan
  • Google Ads - Month 1: Implement proper conversion tracking. Create service-specific landing pages. Restructure campaigns (Kitchen + Bathroom). Reduce broad match to 20%. Pause underperforming keywords.
  • Google Ads - Month 2: A/B test ad copy. Implement Smart Bidding (tCPA). Expand exact-match keywords. Target "near me" searches more aggressively.
  • Facebook - Month 1: Implement pixel tracking on all critical actions. Create lookalike audience from website visitors. Build custom audiences from phone/email list.
  • Facebook - Month 2: Launch retargeting campaign to website visitors. Create video carousel ads showcasing before/afters. Test video testimonials.
  • Expected Improvements (3 months): 25-30% reduction in CPC, 40-50% increase in conversions, clear ROI visibility on all spend.
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Brand & Messaging Audit

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Score: 42/100 (Below Average)
Your brand is not clearly defined or consistently communicated. This undermines credibility and makes it hard for prospects to choose you over competitors.
Current Brand Gaps
  • Value Proposition: Unclear. Website says "Quality Kitchen & Bath Remodeling" — same as every competitor. What makes you different?
  • Brand Voice: Inconsistent. Website is formal, social media is casual, ads are promotional. No cohesive personality.
  • Visual Identity: Logo and colors present but inconsistently applied. Website uses teal; Facebook uses orange; ads mix both randomly.
  • Service Differentiation: No clear positioning. High-end? Budget-friendly? Fast turnaround? Design-focused? Unclear.
  • Social Proof: Website mentions "30+ years in business" but no credentials, awards, certifications prominently featured.
  • Customer Messaging: Messaging targets "anyone wanting a remodel" instead of a specific ideal client (e.g., high-end new construction buyers, growing families).
Messaging Audit: Key Insights
Current Message

"We do kitchen and bath remodels"

Recommended Message

"We transform your home into the space you've always wanted — on time, on budget, with award-winning design."

Recommended Brand Positioning

Primary Positioning: Premium local remodeling experts who deliver designer-quality results on budget, backed by transparent timelines and customer testimonials.

Target Persona: Homeowners 35-55, $250K+ income, desire updated kitchen/bath, value design quality and reliability, willing to invest in quality work.

Visual Identity Assessment
  • Logo: Professional but outdated. Recommend refresh with modern, versatile version.
  • Color Palette: Teal + dark gray. Good. But inconsistently applied across channels.
  • Typography: Mixed fonts on website. Recommend standardizing: Sans-serif for headers, readable serif for body.
  • Photography Style: Project photos have inconsistent lighting, angles, and quality. Recommend professional shoot of 15-20 best projects.
Consistency Audit
Channel Logo Colors Voice Status
Website ✓ ✓ ✗ Partial
Social Media ✓ ✗ ✗ Weak
Google Ads ✗ ✗ ✗ Poor
Facebook Ads ✗ ✗ ✗ Poor
Email/Communications ✗ ✗ ✗ Missing
Action Items
  • Week 1: Define brand positioning statement, value proposition, ideal customer profile, brand voice guide.
  • Week 2-3: Create brand guidelines document (logo usage, colors, fonts, imagery style).
  • Week 3: Audit and update all digital touchpoints to align with new brand guidelines.
  • Month 2: Commission professional photography shoot of projects for consistent visual asset library.
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90-Day Action Plan

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A phased roadmap to transform your digital presence. Each phase builds on the previous.

MONTH 1: FOUNDATION (Apr 15 - May 15)
Critical Infrastructure & Quick Wins
Key Deliverables:
  • ✓ Analytics setup: GA4, conversion tracking, phone call tracking
  • ✓ Google Business Profile: Complete optimization, 20+ photos, service areas
  • ✓ Website technical fixes: Mobile optimization (target <2s load time), SSL, sitemaps
  • ✓ Google Ads restructure: New campaign structure, landing pages, quality score improvements
  • ✓ Social media audit completion & strategy doc finalized
  • ✓ Brand guidelines draft: positioning, voice, visual standards
  • ✓ Local SEO citations: Submit to 20+ directories (Google, Yelp, HomeAdvisor, etc.)
MONTH 2: GROWTH (May 15 - Jun 15)
Content & Presence Expansion
Key Deliverables:
  • ✓ Website redesign: New homepage, service pages, portfolio gallery
  • ✓ Content creation: 4 cornerstone blog posts, 8 social media posts/week
  • ✓ Service-specific landing pages: Kitchen remodeling, bathroom remodeling, design consultation
  • ✓ Review generation system: Email sequences, review widgets, incentive structure
  • ✓ Social media activation: Post schedule, content calendar, engagement strategy
  • ✓ Facebook ads restructure: Pixel setup, lookalike audiences, retargeting campaigns
  • ✓ YouTube channel launch: 4 project tour videos uploaded and optimized
MONTH 3: OPTIMIZATION (Jun 15 - Jul 15)
Refinement & Scale
Key Deliverables:
  • ✓ Performance analysis: Detailed ROI report, channel breakdowns, lead attribution
  • ✓ A/B testing: Ad copy, landing pages, email sequences — winners identified
  • ✓ Smart bidding implementation: Google Ads shift to tCPA strategy
  • ✓ Content expansion: 8-10 blog posts published, 12+ social posts/week
  • ✓ Video testimonials: 3-5 customer testimonial videos produced and deployed
  • ✓ Email funnel: Lead magnet, welcome series, nurture sequence live
  • ✓ Budget optimization: Reallocation based on performance data to highest-ROI channels
Weekly Checkpoint Schedule

Recommended weekly strategy calls & performance reviews:

  • Weekly (30 min): Performance metrics review, blockers, tactical adjustments
  • Monthly (60 min): Strategic review, content approval, budget allocation, goals for next month
  • End of Q (90 min): Comprehensive audit, ROI analysis, roadmap for next 90 days
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ROI Projections & Growth Potential

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Conservative Estimates Based on Industry Benchmarks
Assumes implementation of Top 15 Priority Actions over 90 days. Actual results vary based on execution quality and market conditions.
Lead & Revenue Impact
Metric Current (Apr 2026) Projected (Jul 2026) Increase
Qualified Leads/Month 8-12 18-24 +100%
Avg Project Value $35K $38K +8%
Close Rate 35% 42% +20%
Closed Projects/Month 3-4 7-10 +150%
Monthly Revenue $105K-$140K $266K-$380K +155-172%
Annualized Revenue $2.5M (baseline) $4.0M+ (12-month) +60%
Marketing Efficiency Gains
Metric Current Optimized Improvement
Cost Per Lead $485 $280 -42%
Marketing ROI (Ad Spend) 2.8:1 5.2:1 +86%
Google Ads Quality Score 4.6/10 7.8/10 +69%
Organic Lead % 15% 35% +133%
Customer Lifetime Value $52K (1-2 projects) $78K (2-3 projects) +50%
Path to $4M Revenue

Based on current $2.5M revenue and projected growth:

  • Q2 2026 (Apr-Jun): Implement foundation. Expect 20-30% lead increase. Revenue: $2.8M run-rate.
  • Q3 2026 (Jul-Sep): Content + optimization payoff. 60-80% lead increase. Organic traffic growing. Revenue: $3.2M run-rate.
  • Q4 2026 (Oct-Dec): Scale optimization. Seasonal boost + strong referrals. Revenue: $3.8M run-rate (target $4.0M achieved).
Next Steps

Now that you have your complete diagnostic, here's your implementation roadmap:

1. Start with Phase 1 quick wins — Several can be done this week

2. Share this report with your team, web developer, and any agency partners

3. Follow the 90-day prioritized plan in order — Each phase builds on the last

4. Track KPIs monthly using the benchmarks in this report

Need help implementing? Email us at hello@mosvedamarketing.com
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Appendix & Next Steps

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MosVeda Marketing Checkup - What's Included

Your comprehensive diagnostic report includes analysis of:

  • Strategy & Planning: Quarterly strategy sessions, monthly roadmap adjustments, competitive analysis
  • Website & SEO: Technical SEO optimization, content strategy, on-page SEO, local SEO, backlink building
  • Content Creation: Blog posts, social media content, ad copy, email campaigns, video scripts
  • Paid Advertising: Google Ads setup & optimization, Facebook/Instagram ads, bid management, A/B testing
  • Social Media: Content calendar, posting, engagement, community management (3+ platforms)
  • Analytics & Reporting: Weekly dashboards, monthly performance reports, ROI tracking, recommendations
  • Ongoing Support: Weekly calls, email support, 24-hour turnaround on tactical questions

Implementation Timeline

To get started with your implementation:

  • Week 1: Schedule strategy call to discuss findings and priorities
  • Week 2: Begin Phase 1 quick wins — start with technical fixes and analytics setup
  • Week 3: Kick-off month 1 foundational work per the 90-day plan

Key Assumptions & Disclaimers

  • Projections assume execution quality and timely client approval on deliverables
  • Market conditions (local economy, seasonality) may impact timeline
  • Ad spend maintained at $5K/month or reallocated per recommendations
  • Organic growth (referrals, word-of-mouth) not quantified but may exceed projections
  • Competitive landscape remains relatively stable; aggressive competitor entry could impact timeline

Contact & Resources

For questions about this audit or to schedule a strategy call:

MosVeda Marketing
📧 hello@mosvedamarketing.com
🔗 mosvedamarketing.com
📱 Schedule a call: [link]

Ready to Transform Your Digital Presence?

Let's discuss this roadmap and build a plan to get you to $4M revenue.

Schedule Strategy Call
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