Cavello Group

GoodFolks Digital Audit

2.4 Digital Channel Health Check

Table Of Contents

Current Status

Langley maintains a limited digital footprint beyond its website. Some channels are live but inactive, while others show inconsistent use. There is no evidence of paid media infrastructure or active CRM/email systems in place. This restricts the brand’s ability to extend reach, retarget visitors, or nurture leads through owned channels.

Key Findings

Social Media

  • Active accounts exist for LinkedIn, Facebook, and Instagram, but activity levels are inconsistent.
  • Channels such as YouTube and Twitter are dormant, creating a diluted brand presence.
  • Current content does not follow a structured publishing plan and lacks a clear mix of thought leadership, project highlights, and people-led storytelling.

Paid Media & Tracking

  • No Google Ads or Meta Ads accounts were detected.
  • No Meta Pixel, Google Ads tag, or Google Tag Manager scripts are present on the site.
  • This absence means retargeting, conversion tracking, and campaign measurement are not currently possible.

CRM & Email

  • No visible evidence of CRM tools (such as HubSpot or Salesforce) or mailing list integrations (such as Mailchimp).
  • Contact forms submit enquiries but do not appear connected to a segmented database for ongoing nurture.

Recommendations

GoodFolks recommends the following quick-win actions to establish a healthier digital channel base:

High Impact, Low Effort

  • Remove inactive/dormant accounts (e.g. Twitter, YouTube) or bring them back under active management to avoid brand dilution.
  • Audit active social profiles for consistent branding (logos, bios, links).

High Impact, Medium Effort

  • Implement tracking foundations:
    • Install Google Tag Manager to allow centralised management of analytics and advertising pixels.
    • Add Google Analytics (GA4) with event tracking for form submissions.
    • Deploy Meta Pixel to enable future retargeting.

Medium Impact, Medium Effort

  • Confirm whether any CRM system exists; if not, introduce a simple platform to capture enquiries and allow segmentation.
  • Establish a basic mailing list signup mechanism to start building an owned audience.

Outlook

At present, Langley’s digital activity is heavily reliant on its website alone. By cleaning up inactive social profiles, installing basic tracking, and introducing CRM/email tools, the brand can lay the groundwork for more effective outreach, retargeting, and engagement in future.