
Change records
Log major edits, tests, and budget changes. Consider conversion delay before attributing later results to the most recent adjustment. Bring sales questions into the brief so the work answers real concerns.
Inspect spend pacing, available search terms, conversion triggers, and lead feedback. Use a checklist that ties changes to observed problems. Check that a visitor can find the next action without guessing.
- A written brief
- Named responsibilities
- Agreed review points




