Your online reputation is one of the most valuable assets your business has—and yet, most gym owners only think about it when something goes wrong. The truth is, your reputation is being shaped every day by reviews, search results, social media mentions, and even outdated business listings. When prospects Google you, what they see in those first few seconds dramatically impacts whether they click, trust, or choose you.

The good news? You don’t need a full marketing team or expensive software to get a clear read on how your business looks online. With the right process, you can complete a meaningful online reputation audit in 30 minutes or less.

This guide gives you a step-by-step system—including search queries, tools, and exactly what to screenshot or save—so you walk away with a clear picture of where your business stands and what to improve.

🕒 Your 30-Minute Reputation Audit: Step-By-Step

Set a timer. Open a private browser window. Let’s go.

Minutes 0–5: Start With Google Search (Your Digital First Impression)

Your reputation begins where every prospect begins—Google. This is where you’ll see exactly what a potential member sees when they’re comparing your gym to the one down the street.

Search queries to run:

Type the following into Google:

1. Your Business Name

2. Your Business Name + “reviews”

3. Your Business Name + City

4. Your Business Name + “complaints”

5. Your Business Name + Your Primary Service (e.g., “CrossFit,” “Kickboxing,” “Personal Training”)

What to look for:

• Is your Google Business Profile showing up first?

• Is your website appearing above third-party listings?

• Are there negative, outdated, or irrelevant links on the first page?

• Is your star rating visible in search previews?

What to screenshot/save:

✔ Page 1 search results
✔ Any negative or surprising link placements
✔ Any competitor ads appearing above your brand
✔ Your knowledge panel (Google Business Profile sidebar)

This gives you a baseline understanding of what your prospects see before they ever click your site.

Minutes 5–10: Review Your Google Business Profile + Listings Accuracy

Your Google Business Profile (GBP) is one of the highest-impact pieces of your online reputation. It affects local SEO, review visibility, and your map ranking.

Check for:

• Correct business name, hours, phone number, and categories

• Updated photos

• A strong description with keywords

• New reviews you haven’t responded to

• Q&A responses

What to screenshot/save:

📸 Your GBP overview page
📸 “Reviews” tab
📸 Your Q&A section
📸 Any outdated elements (e.g., old photos, old hours)

If you find incorrect or inconsistent listings across Google, Yelp, Bing, Apple Maps, etc., 97Display’s HyperLocal Listings Management helps fix duplicate listings, correct outdated information, and improve map rankings—critical for reputation and SEO.

Minutes 10–15: Audit Your Reviews Across Major Platforms

Reviews don’t just influence your reputation—they influence your lead flow, your SEO, and your click-through rates.

Check:

• Google reviews

• Facebook recommendations

• Yelp, BBB, Trustpilot, or industry-specific platforms

• Recent reviews: Are people actively talking about you?

• Negative reviews: Are they valid? Have they been responded to?

• Response rate: Are you acknowledging customer feedback consistently?

What to screenshot/save:

✔ Star rating for each platform
✔ 3–5 recent positive reviews
✔ 3–5 recent negative or neutral reviews
✔ Reviews mentioning the same issue repeatedly
✔ Any unaddressed review older than 48 hours

97Display websites include review funneling tools and reputation management add-ons that help route satisfied members to leave public reviews and direct negative feedback privately—improving your rating over time.

Minutes 15–20: Social Media Reputation Check

Social media platforms can massively influence reputation—even when you’re not paying attention.

Search your business on:

• Facebook

• Instagram

• TikTok

• LinkedIn

• YouTube

Look for:

• Comments on your posts

• Messages or inquiries left unread

• Public mentions or tags

• Inconsistent branding (logos, bios, links)

What to screenshot/save:

📸 Any negative comments or unanswered questions
📸 Inconsistent branding across profiles
📸 Mentions from customers

This section helps you understand sentiment and whether you’re missing engagement opportunities that shape perception.

Minutes 20–25: Use Free Online Monitoring Tools

These tools allow you to quickly spot mentions, articles, or discussions involving your brand.

Tools to check:

🔍 Google Alerts (set up alerts for your business name + owner name)
📝 Google Business Dashboard Insights (discovery searches, calls, messages)

What to screenshot/save:

✔ Any mentions detected
✔ Insights showing where your profile traffic is coming from
✔ Report graphs indicating growing or declining engagement

If the audit reveals low search visibility or declining impressions, book a 97Display Website Performance Audit to identify SEO issues, site speed problems, content gaps, or ranking losses.

Minutes 25–30: Evaluate Your Website Experience (Critical for Reputation)

Your website is often the deciding factor between “I’ll think about it” and “I’m signing up today.”

Ask yourself:

Does your website:

• Load quickly on mobile?

• Show clear social proof (reviews, testimonials, success stories)?

• Display accurate hours, pricing options, and class offerings?

• Use clear CTAs like “Try a Free Class” or “Book Your Intro Session”?

• Match the tone and promise of your physical gym experience?

What to screenshot/save:

📸 Homepage above-the-fold
📸 Reviews/testimonial sections
📸 Broken links or outdated info
📸 Slow-loading pages

97Display websites come built with:

• Mobile-first design

• Sticky CTAs for fast conversions

• Integrated lead forms connected to Follow-up Funnels

• Review widgets for displaying SocialProof automatically

If your website isn’t converting—your reputation feels weaker, even if your reviews are strong.

Your Final Output: Build a Simple Report From Your Screenshots

At the end of your 30 minutes, compile:

📁 A folder of screenshots
📝 Notes on issues that stood out
⚠️ Any inconsistencies or weak spots
🔥 Opportunities to highlight (strong reviews, great visuals, unique offerings)

This becomes your Reputation Action Plan.

Why This Matters

Your online reputation determines whether people trust you enough to take the next step—calling, booking, or walking through your doors. Even a few inaccuracies, old listings, or unaddressed reviews can slow your growth.

But with 97Display’s ecosystem—HyperLocal Listings, mobile-optimized websites, review tools, and lead management—you can turn reputation from something you “check once in a while” into a powerful marketing asset.