Section 1

Internal System

Decision-making & clarity

Breakthrough Signal: Decisions land cleanly and don't get revisited under pressure.

Check all that apply:

Decisions about messaging or positioning get revisited under pressure The website includes 'everything' because prioritization feels risky One or two people carry most of the strategic thinking load Refinement feels endless rather than resolving Emotional charge shows up around 'getting it right'

Section 2

External System

Structure & conversion

Breakthrough Signal: Structure carries strategy. Marketing compounds instead of restarting.

Check all that apply:

The website exists independently of a larger growth system Calls to action feel generic or inconsistent Marketing depends heavily on agencies or one-off fixes Metrics generate debate instead of clarity Work gets redone instead of compounding

Section 3

Buyer Orientation

Seller-centric vs buyer-centric

Breakthrough Signal: The site orients buyers rather than explaining your business.

Check all that apply:

The site focuses more on what you do than what the buyer needs Buyers have to work to understand who the site is for Pricing, process, or next steps are vague or buried Language reflects internal thinking more than buyer questions The site explains instead of orienting

Website-as-System Assessment

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Internal System

External System

Buyer Orientation

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