Illustrative example
Annika Veldhaus
CEO, Thistlegate Precision Components
The third-generation head of a precision manufacturer, well known in her trade and nowhere else.
The person and the company are invented for this example. The numbers follow the same arithmetic as a real audit: closing a gap adds exactly the points the report assigned to it.
Where they started
Thistlegate machines components for medical device makers and has been family-owned for three generations. She took over as CEO six years ago and led the company through a supply shock that closed two of its competitors.
Inside the trade her name carries weight. Outside it, a customer's procurement team or a senior engineer weighing an offer found only material the company had written about itself.
The audit put her at 52. The two urgent gaps were both about validation: what existed was self-published, and nothing had reached a wider audience.
What we did
Feature Interviews
Months 1 to 3
A feature interview on running a third-generation manufacturer through a supply shock, published and shared well beyond the company's own channels.
Gaps closed
- +14Coverage is self-published
Score 52 to 66
Social Media Management
Months 2 to 6
A steady LinkedIn cadence in her voice, drawn from the interview and from the plant itself: new equipment, apprentices finishing their training, customer milestones the company was cleared to mention.
Gaps closed
- +8LinkedIn is dormant
Score 66 to 74
TV & Media Pitching
Months 3 to 6
Pitched to broadcast and national business desks on the reshoring story, with the feature as evidence she carries an interview well. It led to a segment on a regional business programme and a quote in a national piece on manufacturing.
Gaps closed
- +11No outside voice beyond the trade
Score 74 to 85
Where they ended up
Her name now returns an independent feature, a broadcast segment and a national press mention alongside the company's own pages, and her LinkedIn shows a year's worth of recent activity rather than none.
Her views on the sector are still not written down anywhere of her own, and the company name still appears in three spellings. Both remain open.
Duration Six months
Still open
Not part of the work. These points are still available.
- Her views on the sector are not on record10 pts
- The company name appears in three spellings5 pts
Illustrative example · The audit before the work
Fragmented presence
Overall visibility: 52 / 100
5 gaps2 urgent+48 to gain
Well documented by the company, rarely by anyone else.
You exist online in pieces; most of what a reader finds is about the company, not about you.
What this means
Thistlegate has decades of trade history online and Annika Veldhaus appears in most of it. Almost all of it was written by the company itself, and none of it travels beyond the trade: a customer or a senior hire from outside the sector finds a capable operator with no outside voice vouching for her.
Your three priorities
The three gaps worth closing first, in the order that recovers the most points.
Priority 1
UrgentClosing this gap takes the score from 52 to 66.Coverage is self-published
Nearly every mention of her traces back to the company news page or to trade-fair listings the company supplied.
Priority 2
UrgentClosing this gap takes the score from 66 to 77.No outside voice beyond the trade
Nothing about her or the company has appeared in general business press or on broadcast.
Priority 3
NotableClosing this gap takes the score from 77 to 87.Her views on the sector are not on record
She speaks at trade events, but no article, talk or recording sets out the positions she is known for inside the industry, on reshoring and on training apprentices in-house.
Where the points are
Where the missing points sit
Each bar is that dimension's share of the points you are missing.
- Discoverability5 pts
- LinkedIn8 pts
- Owned presenceNo gap flagged
- Third-party validation25 pts
- ConsistencyNo gap flagged
- Thought leadership10 pts
What closing each gap is worth
Each segment is one gap, highest priority first, stacked on today's score.
Overall visibility: 52. Closing every gap in this order reaches 100.
- +14Coverage is self-published
- +11No outside voice beyond the trade
- +10Her views on the sector are not on record
- +8LinkedIn is dormant
- +5The company name appears in three spellings
The other findings
Everything else the audit flagged, in priority order. Open any line for the detail.
LinkedIn is dormantNotable+8
The profile is complete but has not posted in over a year, so the channel her customers and future hires use most shows no sign of her.
Closing this gap takes the score from 87 to 95.
The company name appears in three spellingsMinor+5
Directories list the company under three variants of its name, which scatters the results that connect her to it.
Closing this gap takes the score from 95 to 100.