Website Audit — Marty McQuiston | Focal Point Coaching

Overview Summary of findings

This audit covers the franchise subdomain martymcquiston.focalpointcoaching.com — a 6-page coaching site operating under the Focal Point Coaching franchise system. The site is technically functional: an OTTO grade of 82/100 indicates the underlying template is reasonably well-structured. However, a deeper look reveals that most of the value that score implies is inaccessible in practice.

The most significant finding is not a technical one — it is a structural one. As a franchise subdomain, Marty likely has limited or no direct control over the site's metadata, schema, canonical tags, heading structure, or social sharing configuration. The 197 issues identified by the audit are real, but the more pressing question is: how many of them can actually be fixed from within the franchise CMS? That answer will determine the entire strategy going forward.

Authority Score 0 and zero organic traffic are expected conditions for a subdomain of this type — they are structural constraints of the franchise model, not failures of the site. No amount of on-page optimization alone will meaningfully move these numbers without either franchisor cooperation or an independent web presence running in parallel.

The site does have one genuine structural asset: four distinct service pages, each with its own URL, covering Business Coaching, Business Consulting, Leadership Training, and Executive Leadership. This provides a foundation for segmented SMM campaigns — but only if those pages can be properly optimized for social sharing, which currently they cannot.

Findings 197 identified issues — control status unknown

Control status reflects our current assessment of what is typically editable within a franchise CMS. This must be confirmed directly with Marty before any remediation work is scoped or priced.

Issue category	Count	Likely controllable?
Page title	0 / 17	Confirm with Marty
Meta description	0 / 17	Confirm with Marty
Canonical link	0 / 2	Likely locked
Heading optimizations	0 / 10	Confirm with Marty
H1 length	0 / 11	Confirm with Marty
H2 length	0 / 7	Confirm with Marty
Issues with links	0 / 18	Partial — confirm
Image alt text	0 / 39	Confirm with Marty
Domain-level schema	0 / 1	Likely locked
Page-level schemas	0 / 12	Likely locked
Meta keywords	0 / 17	Confirm with Marty
Internal linking suggestions	0 / 11	Confirm with Marty
Twitter title	0 / 7	Likely locked
Twitter description	0 / 2	Likely locked
OG title	0 / 7	Likely locked

Discovery needed Questions for Marty before any work is scoped

The answers to these questions will determine which path forward is viable. Until these are answered, no remediation work should be committed to or priced.

1

Do you have access to a backend CMS or admin panel for your subdomain?And if so, what platform is it built on? (WordPress, proprietary franchise system, Squarespace, etc.)
2

Can you edit the text content on your existing pages?Body copy, headlines, service descriptions — or is all content locked by the franchisor template?
3

Can you add new pages to your subdomain?Or are you limited to the 6 pages currently live?
4

Can you edit page titles and meta descriptions?If these are locked, on-page SEO work on the subdomain is effectively off the table.
5

Can you upload or replace images — and add alt text to them?Image alt text accounts for 39 of the 197 identified issues.
6

Is there a way to add custom code — header/footer injection or embed blocks?This determines whether schema markup or tracking pixels can be added without franchisor involvement.
7

Does the franchise agreement restrict you from operating an independent website?Critical before proposing an alternative web presence. Some franchise agreements prohibit or require approval for supplemental sites.
8

Do you have a Google Business Profile set up for your Rochester location?And do you manage it directly?
9

What social profiles are currently active for your local practice?LinkedIn, Facebook, Instagram — managed independently or through the franchise?
10

Has Focal Point Coaching corporate provided any local digital marketing guidance or support?Understanding what the franchisor does (or doesn't do) at the local level defines the gap your team needs to fill.

Strategy Proposed path forward — independent web presence

Regardless of what Marty can or cannot control within the franchise subdomain, the long-term play for a meaningful local digital presence points in one direction: an independent, fully-controlled website built specifically for his Rochester market — one that is properly optimized, campaign-ready, and designed to support ongoing SMM activity.

An owned website — built for campaigns, not the franchise

A standalone site (e.g. martymcquiston.com or a locally-branded domain) gives Marty and Jordan's SMM efforts a fully controllable web presence. Proper OG tags, schema, dedicated landing pages per service, and a real contact/conversion page — all buildable here without franchise constraints. Social ad traffic goes here, not to the subdomain.

The subdomain stays live — and becomes a pass-through

The franchise subdomain remains active as required. Where redirects are possible (subject to CMS access and franchise terms), subdomain traffic routes toward the owned site. Where they aren't, the subdomain stays as-is and all marketing efforts drive traffic past it to somewhere Marty actually controls.

Jordan's SMM work finally has a proper landing destination

Every social campaign, boosted post, and link-in-bio currently has nowhere optimized to land. An independent site resolves this — each service offering gets its own dedicated landing page, structured for conversion and fully trackable end to end.

Next step

Before any build is proposed or scoped, the discovery questions above need answers — particularly question 7 regarding franchise restrictions on independent sites. Once confirmed, a concrete proposal can be built covering domain selection, site structure, and how the subdomain and new site coexist.

Action plan Prioritized recommendations

Priority	Action	Pillar
P1	Complete discovery questionnaire with Marty to determine CMS access and franchise restrictions	Strategy
P1	Confirm whether franchise agreement permits an independent supplemental website	Strategy
P1	Add OG + Twitter metadata to all pages — if CMS allows (prerequisite for any SMM link sharing)	Social / Content
P1	Build dedicated contact/conversion page with form or calendar embed — if CMS allows new pages	UX / Conversion
P2	Rewrite page titles and meta descriptions with local, keyword-specific copy — if editable	Content
P2	Optimize Google Business Profile — confirm it exists, link to subdomain or owned site	Authority / Local
P2	Add LocalBusiness + Person schema markup via code injection — if available	Technicals / Local
P2	Implement internal linking suggestions — if content is editable	Content
P3	Scope and propose independent owned website pending franchise agreement review	Strategy
P3	Build social proof loop: client testimonials → Google reviews → social content	Authority / UX

197 issues remain open — 0 currently remediated. Full remediation scope cannot be finalized until CMS access and franchise restrictions are confirmed. All actions marked "if editable" or "if CMS allows" are contingent on discovery findings.

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