Free tools

Marketing tools that tell you the truth about your marketing

Five free diagnostics built from the same questions I ask in a paid review. No trial, no paywall, no drip sequence — just a score, a reason and a prioritised next step.

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See the benchmarks

Fig. 05

One question → cited answers

Question
Retrieval
Citation

Pick a tool

Start with whichever question you actually have

Each tool answers a different question. If you are not sure which applies, start with the maturity grader — it points at the right one.

1 minute

Free Website Checker

Enter your website address and it is read the way a buyer and a search engine read it, then scored out of 100 across findability, message clarity, conversion path, credibility, technical health and AI visibility — with a branded PDF review on request.

Best if you want to know whether your website is the reason enquiries are thin.

Open free website checker

5 minutes

Marketing Maturity Grader

Twenty questions across strategy, demand generation, conversion, data and leadership. You get a 0–100 maturity score, your weakest pillar, and a prioritised list of what to fix first — sent as a branded PDF.

Best if you suspect the problem is structural rather than a channel not working.

Open marketing maturity grader

2 minutes

AI Risk Assessment

Eight questions on how your team actually uses AI. You get an exposure tier out of twenty-four, the areas where your risk is concentrated, and the tiered approval workflow that matches — scored in your browser with nothing stored.

Best if AI is already in daily use and nobody has agreed the rules yet.

Open ai risk assessment

2 minutes

Fractional CMO ROI Calculator

Compare the fully-loaded cost of a full-time Marketing Director against fractional leadership at the days you actually need, and see the pipeline uplift required for each to pay for itself.

Best if you are weighing a senior hire against a fractional arrangement.

Open fractional cmo roi calculator

4 minutes

Free website & funnel health check

A structured review of the things that decide whether traffic becomes enquiries: proposition clarity, page structure, proof, forms, follow-up speed and measurement.

Best if traffic looks reasonable but enquiry volume does not.

Open free website & funnel health check

10 minute read

UK SME marketing benchmarks

The reference ranges I use when reviewing an SME's marketing: budget as a share of revenue, cost per qualified enquiry by channel, conversion rates by stage, and how long each channel realistically takes.

Best if you need to know whether your numbers are normal before you change anything.

Open uk sme marketing benchmarks

Why they exist

Most SME marketing problems are diagnosis problems

Owners rarely need another tactic. They need to know which part of the machine is broken.

When marketing underperforms in a £1m–£25m business, the instinct is to change the channel: new agency, more ad budget, a website refresh. Occasionally that is right. Far more often the channel is fine and the failure sits upstream — an undifferentiated proposition, no clear definition of a qualified lead, or a follow-up process that lets enquiries cool for three days.

These tools exist to separate those cases before money moves. A maturity score tells you which pillar is weakest. Benchmark ranges tell you whether your cost per enquiry is genuinely poor or simply normal for your sector. An ROI comparison tells you whether senior leadership is affordable at the level you need it. All four give you something specific to argue about with your team, which is more useful than another generic best-practice list.

Nothing here is gated behind a sales process. Use the outputs with your own team, your existing agency, or as the agenda for a board discussion. If you want a second opinion on what the results mean, that is what a discovery call is for.

Questions

Questions about these tools

Are these marketing tools actually free?

Yes. Every tool on this page is free and there is no trial or paywall. You enter your email to receive the report, and you can ask to be removed at any time. Nothing is shared with third parties.

How accurate is a self-assessment score?

It is accurate enough to prioritise. The grader and health check are built from the same diagnostic questions I use in a paid review, so the weakest-pillar result is usually right. What a self-assessment cannot do is tell you why a pillar is weak — that needs someone looking at your data, your CRM and your sales conversations.

Can I use these results with my own team or agency?

Please do. The reports are written so a non-marketer can act on them, and several people use the maturity report as the agenda for a leadership session or an agency review. Attribution back to this page is appreciated but not required.

Do the calculators store my figures?

The ROI calculator runs in your browser and only leaves your device if you ask for the PDF. The grader stores your answers so the report can be generated and so I can improve the benchmark ranges, and never publishes anything identifiable.

What happens after I get my results?

Nothing automatic beyond the report itself. If the results raise a question worth talking through, book a discovery call — otherwise the report is yours to act on without a follow-up sequence chasing you.

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