We serve professional service firms-- people who offer services such as dentists, doctors, and lawyers. And we help them show up on Google when people type in "Denver veterinarian", for example.
With Google, you can get traffic by showing up in map results, organic (natural search), paid advertising, and social media (Facebook, twitter, etc...). We pimp out these businesses' websites to rank on their keywords, plus buy ads-- driving that traffic to their site such that it results in a phone call.
When we first take on a client, we run their business and website through a series of checks to assess how good or bad their internet marketing is-- each area results in a score via a percentage bar or a good/bad icon, which is combined into an overall report card.
We want to educate prospective clients about internet marketing by allowing them to submit their site to our automated checker, get back that report card, and then motivate them to take action to fix what's wrong. That means they'll engage our services, go to our self-help section, or just continue on (oblivious to how bad their site is).
We reach out to businesses via analysts that learn our systems and tools. They earn points as they progress, which results in them hitting higher levels, much like a video game. Need icons for each level, of which we will have 10- you can name each level.