Free Audit Lead Magnet

A free audit works as a lead magnet because it demonstrates expertise concretely, on the prospect's own specific situation, rather than in the abstract. It fails as a lead magnet when it's either so shallow it's obviously a sales pitch in disguise, or so thorough it's genuinely unpaid consulting that satisfies the need it was meant to create urgency around.

Calibrate the depth deliberately

Too shallow    a generic checklist scored automatically with no real
               analysis — reads as a lead-gen gimmick, converts poorly
Too deep       a full, actionable remediation plan that fully solves
               the problem for free — the prospect has no remaining
               reason to pay for the actual service
Right depth    a genuine, specific diagnosis — what's wrong and why
               it matters — with the fix requiring the paid service
               to actually implement

The audit should answer "what's wrong and why does it matter" concretely, not "here's exactly how to fix it, step by step." Diagnosis is the lead magnet; implementation is the product. An audit that blurs this line either gives away too much or feels too generic to demonstrate real expertise.