Run through these honestly. Each one is a real check we make in paid audits - no tricks, no jargon.
Strategy & consistency
1. Could you show a stranger next week's content today? If there's no calendar, there's no strategy - only improvisation.
2. Have you posted at least three times a week for the last eight weeks? Rhythm is the single most under-rated growth factor.
3. Does every post have a job? Reach, trust or enquiry - if you can't name which, it's decoration.
Profile & conversion
4. Does your bio say what you do, for whom, in one line? Cleverness loses to clarity here.
5. Can a visitor contact you in two taps? WhatsApp button, phone, or booking link - visible without scrolling.
6. Do your highlights answer the top three questions customers actually ask? Prices, location, process - not just event photos.
Content quality
7. Is at least half your content video? In the UAE right now, reels carry the reach.
8. Would you stop scrolling for your own last post? Be brutal.
9. Do captions speak to the customer ("you") more than about yourself ("we")?
Measurement
10. Do you know your enquiries-per-month from social, and what each one costs you? Not likes. Enquiries. If this number doesn't exist, nothing else on this list can be managed.
Fixing the three that matter most
If you failed several, don't try to fix ten things at once. These three carry most of the weight.
The calendar (checks 1 and 2)
Sit down once and plan four weeks. Not creatively - logistically. Which days you post, what format, and when you'll shoot. Batch the shooting into one day; the reason most businesses stop posting isn't a lack of ideas, it's that filming on the day is impossible when you're actually running a business. One shoot day producing three weeks of content is the single highest-leverage habit in social media.
The two-tap contact (check 5)
This is the cheapest fix on the list and the one that returns fastest. A WhatsApp link in your bio, visible without scrolling, on a profile that says what you do in one line. If someone has to hunt for how to reach you, they don't - they go back to the feed. In the UAE specifically, WhatsApp beats a contact form almost every time.
The enquiry number (check 10)
Start counting, even crudely. A note on your phone: date, where they came from, what they wanted. Thirty days of that will tell you more about your marketing than any dashboard. Once you know roughly how many enquiries a month social produces, you can divide your spend by it and finally answer whether any of this is working. We go deeper into that arithmetic in what social media costs in Dubai.
What a passing score doesn't tell you
Ten out of ten means your execution is sound. It doesn't mean your positioning is right, your offer is compelling or your pricing makes sense - and those sit upstream of everything on this list. A disciplined calendar promoting a muddled offer produces very consistent silence.
If you score well and still aren't getting enquiries, the problem is probably further up: who you're for, what you're selling, and why anyone should choose you. That's brand work, not content work, and no amount of reels will substitute for it.
How often to run this
Quarterly is about right. Standards drift slowly - the calendar slips a week, the highlights go stale, the bio stops matching what you actually sell now. Twenty minutes every three months catches all of it before it costs you a season.
Your score
8–10: you're disciplined - keep going. 5–7: good bones, leaking execution; fix the calendar and the measurement first. 0–4: your social media is costing you customers you'll never know about. Either block a weekend and work through this list - or send it to us and we'll do the free 15-minute version with you.