Before you start offering free audits, decide on your format. This matters more than most consultants realize. The format shapes the prospect's experience and determines how naturally the conversation moves toward paid work.
The written report is thorough but time-consuming to produce. A PDF with annotated screenshots, scores across different brand dimensions, and prioritized recommendations reads as professional and substantive. The downside is it can feel one-directional. The prospect reads it on their own, without your voice guiding their reaction.
The async video walkthrough is faster to produce and more personal than a written report. You record your screen, narrate your observations, and share a link. Tools like Loom make this easy. The prospect can watch it at their convenience, pause and rewind, and share it with their team. The format feels generous because they can hear your thinking in real time.
The live audit call is the highest-conversion format. You walk through their brand together, ask questions, hear their context, and give real-time feedback. It is more time-intensive for you, but it creates the strongest relationship. Prospects who experience a live audit are already in a consulting conversation before you ever mention pricing.
For most consultants starting out, a combination works well: deliver a brief async video or one-page written summary first, then offer a live follow-up call to discuss your findings in depth. The summary gets them engaged; the live call converts them.
What to Include in a Free Brand Audit
A free brand audit should be useful but not exhaustive. Your goal is to demonstrate expertise and surface real problems, not to solve everything for free. A common mistake is over-delivering so thoroughly that the prospect feels they have everything they need without hiring you.
Structure your audit to show the landscape clearly, prioritize the top issues, and leave implementation as the obvious next step.
Here is a framework that works well for a brand audit covering a small to mid-size business:
1. Positioning clarity. Does their messaging clearly communicate who they help and what outcome they deliver? Is there a distinct point of view, or does their brand sound like everyone else in their category?
2. Visual consistency. Are their colors, fonts, and imagery consistent across their website, social profiles, and any other touchpoints? Inconsistency signals a lack of intentionality to prospects.
3. Website first impression. What does a new visitor understand within the first five seconds of landing on the homepage? Is the call to action clear? Is the navigation intuitive?
4. Social media presence. Are their profiles complete and consistent? Does their content reflect their positioning? What is the engagement quality relative to their audience size?
5. Trust signals. Do they have testimonials, case studies, or credentials that build confidence? Are these displayed effectively?
For each area, give a rating or a short verdict (strong, needs work, critical gap), then write one to three specific observations. Keep it actionable. The prospect should finish reading or watching and think: I can see exactly what is broken and I understand why fixing it matters.
Delivering the Audit in a Way That Opens the Door
How you deliver the audit matters as much as what is in it. Your tone should be consultative, not salesy. You are a peer with expertise, not a vendor pitching services.
Be direct about what you found. Sugarcoating problems does not serve the prospect and it undersells your value. If their homepage messaging is generic and forgettable, say so specifically. Explain why it matters. Show them what a stronger version could look like.
End every audit with a summary of the two or three highest-priority issues and a clear statement of what you would do if you were working together. This is not a full proposal, just a directional signal. Something like: "If we were working together, I would focus first on the positioning clarity issue. Getting that right upstream changes everything downstream."
Then make the ask. Invite them to a paid follow-up session to go deeper. This is where the transition happens.
Transitioning From Free Audit to Paid Work
The transition from free to paid is where most consultants stumble. They deliver a great audit and then either go silent or send a vague proposal and wait.
The better approach is to build the paid next step into the audit itself. Near the end of your written report or video walkthrough, include something like this:
"I have covered the top-level picture here. If you want to dig into the specific fixes for [their biggest issue], I offer a 60-minute strategy session where we work through it together. You will leave with a clear action plan. I keep a limited number of these spots open each month, and you can book directly at [your link]."
If you are delivering a live audit, you make the pivot verbally at the end of the call. After summarizing your findings, you say: "Based on what I am seeing, the path forward is pretty clear. I would love to put together a focused engagement to address [specific issue]. Want me to walk you through what that would look like?"
The key is to move the conversation forward immediately while the value of your thinking is fresh. Prospects who feel the impact of your audit are most receptive to paid work in the 24 to 48 hours following delivery. After that, the window narrows.
Pricing Your Paid Follow-Up Sessions
Pricing a paid follow-up to a free brand audit depends on your positioning, your target market, and what the follow-up includes. Here are the most common structures:
The strategy session is typically 60 to 90 minutes. You go deep on one or two specific issues identified in the audit, answer questions, and help the prospect build an action plan. For consultants working with small businesses and founders, this session typically ranges from $150 to $500. For those serving mid-market and enterprise, pricing is often $500 to $1,500 or more.
The implementation package is what comes after the strategy session. If the prospect wants you to actually fix the problems you identified, you scope a project. The audit and the strategy session together have already established the problem and your credibility. The implementation proposal is a much easier conversation than it would be cold.
The retainer is the highest-value outcome. Some prospects, after experiencing a thorough audit and a focused strategy session, want an ongoing relationship. Monthly retainers for brand strategy and consulting work range widely, but the audit-to-retainer pipeline is one of the cleanest paths to recurring revenue in consulting.
Do not underprice the paid session out of anxiety. The free audit already demonstrated your value. Price the follow-up based on what the outcome is worth to the client, not on how long the session takes.
Running a free brand audit pipeline does not require a complicated tech stack. You need a few reliable tools and a simple process.
For recording async audits: Loom is the most widely used option. It records your screen and camera simultaneously, generates a shareable link automatically, and gives you analytics on who watched and for how long. The free plan works fine when you are starting out.
For creating written reports: Notion, Google Docs, or a simple PDF template all work. Keep a master template you can duplicate and customize for each prospect. Consistency in format makes you look organized and professional.
For scheduling paid follow-up sessions: This is where Talkspresso fits in cleanly. Once you have delivered a free audit and the prospect is ready to book a paid strategy session, you need a frictionless way for them to schedule and pay in one step. Talkspresso lets you set up paid video call sessions, share your booking link, and collect payment up front. The prospect picks a time, pays, and gets a confirmed session. No back-and-forth on availability, no chasing invoices. The process matches the professional impression you created with the audit.
For storing and sharing audits: A simple folder structure in Google Drive works for most consultants. Create a folder per prospect, drop in your deliverables, and share the folder link directly.
For tracking prospects: Even a basic spreadsheet works when you are starting out. Track who received an audit, when you delivered it, whether they booked a paid session, and what the outcome was. You will want this data to understand your conversion rate and refine your approach.
Building a Repeatable System
The consultants who get the most from free brand audits treat it as a system, not a one-off tactic. That means having a consistent offer, a standard delivery format, and a clear follow-up sequence.
Define your audit offer precisely. Know exactly what you review, how you deliver it, how long it takes you to produce, and what you charge for the paid next step. Being specific makes it easier to promote and easier for prospects to say yes.
Set a monthly volume goal. Committing to delivering five or ten free audits per month forces you to keep a flow of new prospects coming in. It also gives you enough data to optimize. After doing twenty audits, you will know which types of businesses convert best, which problems are most common, and which delivery format generates the most paid bookings.
Automation the scheduling side of things. The more friction you remove from the step where a prospect decides to book a paid session, the higher your conversion rate will be. Having a direct link where they can see your availability and book in a few clicks, rather than waiting for you to send a calendar invite, makes a measurable difference.
Common Mistakes to Avoid
A few pitfalls come up consistently among consultants who try this approach and do not get the results they expected.
Over-delivering on the free audit. If you answer every question and solve every problem in the audit itself, you have removed the reason for the prospect to hire you. Leave the implementation clearly in the paid column.
Delivering without a clear next step. Every audit should end with a specific invitation to take the next step. If you send a report with no ask, most prospects will read it, appreciate it, and move on.
Waiting too long to follow up. If a prospect does not book immediately after receiving the audit, follow up within two days. A brief message saying "Did you get a chance to review the audit? Happy to answer any questions or set up a time to go deeper" is enough. Most conversions happen in the first follow-up.
Targeting the wrong prospects. Free brand audit consulting works best when you deliver audits to people who have the budget and the motivation to act on the findings. Targeting businesses that are too early-stage or too resource-constrained leads to a lot of appreciated but uncommissioned work.
Putting It Into Practice
Free brand audits work because they solve the fundamental challenge of consulting sales: getting someone to trust you before they have paid you. By delivering real value first, you build credibility that no amount of pitching can replicate.
Start with a format you can execute consistently. Pick a niche where you can quickly spot meaningful problems. Build a simple template. Deliver five audits this month. Measure how many convert to paid sessions.
Once you have a working system, the pipeline builds momentum. Each audit you deliver either converts to a client or sharpens your ability to diagnose problems faster and communicate more compellingly. Either way, you come out ahead.
If you are ready to start booking paid follow-up sessions from your free audits, Talkspresso makes it easy to set up a paid video call offer, share a booking link, and get paid up front. It takes about ten minutes to set up and removes all the friction from the moment a prospect says yes.
The audit gets you in the door. The follow-up session starts the relationship. Build the system, and the clients will follow.
Explore the full feature set on Talkspresso for Consultants, or read our platform comparison for paid video calls.
