If you lead revenue at a B2B company, a website audit checklist is the list of checks that shows whether your site attracts the right buyers, turns them into conversations and tracks both. The short answer: review eight areas in order, from goals to reporting, and rank every finding by its effect on pipeline.
This guide is for CEOs, founders, CROs and revenue leaders, and for the marketing and sales leads who will run the work. You get a complete website audit in eight steps, what to check in each, what a good result looks like and a way to turn audit findings into a fix list.
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Website Audit A structured review of a website's goals, traffic, content, technical health, usability, accessibility and tracking, ending in a ranked list of fixes that improve search visibility and conversion. |
A good website audit is short enough to read in one sitting and specific enough for someone else to act on.
A website audit goes faster, and finds more, when the groundwork is done first. Gather these before step one.
A comprehensive website audit combines several narrower reviews, and this checklist covers each in turn.
Treat them as one review with one goal, so the findings land in a single list.
A website audit template keeps the review consistent. Build one in a spreadsheet with a row per finding and these columns: page, area, what you found, evidence, impact, effort, owner and date.
Every audit point then has the same shape, and the audit report almost writes itself. Reuse the same audit template each time, so you can compare one audit with the last.
Google Search Console shows how Google sees your pages, and Google Analytics shows what visitors do. A phone covers the mobile checks, and the W3C publishes easy checks for accessibility.
SEO tools and SEO software can crawl the entire website in minutes and flag broken links or missing alt text. They cannot judge whether a page persuades a buyer. The W3C is direct on this point: no tool alone can determine if a site meets accessibility standards, and knowledgeable human evaluation is required.
A marketing or operations lead can run this checklist in-house, and website owners with a small site can do the same. Bring in SEO agencies or a technical specialist when the site is large, a migration is planned or you cannot explain a sudden drop in organic traffic.
Either way, keep the business goal in the room. A technical report with no link to pipeline is easy to file and forget.
Work through the steps in order, because each one depends on the one before. Every step lists what to check and when you are done.
Start with the reason for the audit. Perhaps pipeline from the site is flat, a redesign is coming, or nobody has reviewed the site in years. Each reason shifts where you spend your time. For the full picture, read our complete guide to b2b website design.
Then set the scope. On a small site, review the entire website. On a larger one, start with the key pages: the home page, solution and pricing pages, proof pages, the contact page and your top landing pages. Prioritize pages by their link to revenue, not by how easy they are to check.
If time is short, start with a light audit: a quick pass over core pages for glaring errors, such as a form that fails. Then work through the full checklist.
You are done when one page states the goal, the key pages, the owner, the time limit and the date of the review.
Every later step relies on data, so test the data first. If tracking is wrong, the audit will mislead you.
Decide which numbers you will report before you pull any. The guide to website metrics to measure and track lists the usual candidates.
You are done when a test submission appears once in Analytics and once in your CRM, with its source.
Now look at who arrives and how. In Google Analytics, split website traffic by channel and landing page. In Google Search Console, open the performance report to see which queries bring people to your pages in search results.
Compare branded searches, where people already know your name, with non-branded searches, where you are being discovered. Growth in the second group is the better sign.
Do not chase every possible ranking factor, or worry about other search engines before Google. Spend effort on what you control: relevant content, a crawlable site and a fast, usable experience.
You are done when you can name your top ten landing pages, the main query behind each and the intent each should serve.
Traffic only matters if visitors can act. Open each key page as a buyer would, on a phone first, and try to reach a conversation.
Look in Analytics for the drop-off points between the landing page and the form. They show where to look first. Campaign landing pages should each have one purpose; retire the ones you no longer use.
You are done when each key page has one clear action, each form works end to end and you have timed how long a new lead waits for a first reply.
Content quality is a judgment about usefulness. Read your key pages as a buyer with a problem, then check the on page SEO that helps them be found. On page SEO covers everything you control on the page itself, and it is the quickest part of search engine optimization to improve.
Look for content gaps too: questions your buyers ask that no page answers. For every page, decide one of four things: keep, update, merge or remove.
You are done when every key page has a unique title, description and H1, one clear topic and a keep, update, merge or remove decision.
Technical SEO is the base everything else stands on. A technical SEO audit asks whether search engines can find, read and index the pages that matter, and Google Search Console does most of the work.
Record each problem as a finding in your template. Fixing comes later.
You are done when every important page returns a normal response, is indexable, appears in the sitemap and has no broken links, and every exclusion is deliberate.
Slow or unreadable pages lose buyers before they read a word, because performance shapes usability, engagement, conversion and search visibility.
Page speed and Core Web Vitals. Core Web Vitals measure loading, interactivity and visual stability. Google's guidance says to aim for a Largest Contentful Paint within 2.5 seconds, an Interaction to Next Paint of 200 milliseconds or less and a Cumulative Layout Shift of 0.1 or less, at the 75th percentile of page loads.
Record the Core Web Vitals result for each key page. One slow template often explains many weak pages, so site performance improves fastest when you fix the template. Other usual causes of poor site speed are oversized images and heavy scripts, so compress and resize images first.
Mobile usability. Open every key page on a phone. Text should be readable without zooming, buttons easy to tap, and the mobile version should carry the same content and links as the desktop page.
Accessibility. An accessibility audit checks that people with disabilities can use the site. The WCAG 2.2 standard asks for a contrast ratio of at least 4.5:1 for normal text. Also confirm that images have alt text, forms have labels, videos have captions and the site works from the keyboard alone.
You are done when each key page has a speed result, a mobile check and an accessibility check, each with a note on what to fix.
An audit that ends in a list of two hundred issues stalls. Turn the findings into decisions, because the point is to surface hidden roadblocks and clear them.
Score each issue on two questions: how much does it hurt pipeline, and how hard is it to fix? Then sort the issues into three groups.
Write the audit report on one page for leaders, with a longer fix list for the people doing the work. Give every item an owner, a date and a way to check it is done. Once fixes ship, return to steps two and three to see whether SEO performance and conversion moved.
You are done when the ranked list exists, every item has an owner and date, and the next audit is in the calendar.
Most audits fail in the same few ways. Check yours against this list.
A disciplined audit turns opinion about the website into evidence, and each team benefits differently.
Buyers arrive on the right pages, see clear next steps and book through forms that reach the right owner. Sellers start with leads that carry their source, so the first conversation is informed.
Marketing knows which pages to improve first, which to merge and which to leave alone. Fixes are tied to search visibility and conversion, so budget follows evidence.
Customers find help, onboarding information and contact options without friction. The same audit shows where existing customers get stuck, so the team can fix those pages early.
A website audit works when it starts with a goal, tests the data, walks the paths a buyer takes and ends with owners and dates. The checklist is simple. The discipline is repeating it before the site drifts out of date.
Propello designs and builds connected GTM systems on HubSpot. If you want your website, data and reporting reviewed together, so you can see how the site feeds pipeline, an audit is the place to start.