I’m a website auditor

Well, actually I’m a copywriter, but I specialise in websites. I’ve been using them on a daily basis since 1995, writing them since 2010 and have even built a few of my own.

I know what makes a good website — and what makes a bad one. So if you want to improve yours, keep on reading.

Why would you need a website audit?

A website audit is a troubleshooting exercise. You need a website audit if your website isn’t doing what it’s supposed to do.

Specifically, your website should be:

  • Showing up in the Google listings
  • Bringing in new visitors
  • Converting visitors into paying customers
  • Making sales or generating enquiries.

If it’s not doing these things, or it was but it isn’t any more, you definitely have a problem that needs fixing.

What does my audit include?

If you have Analytics data for your website, I’ll start by looking at that. It can be very revealing and give hits as to where the problems might be.

Then I’ll move on to looking at the website itself.

Most website auditors focus on one or two things. It might be the SEO side or the quality of the copy. My website audit checklist is more comprehensive and focuses on five distinct areas:

  1. Design, layout and structure
  2. Functionality, speed and performance
  3. User journey and experience
  4. Organic Search Engine Optimisation
  5. Effectiveness of the written content.

These things can all be crucial to the way your site performs and serves its visitors. So let’s look at each of these areas in a little more detail.

Website audit checklist

Image by Mote Oo Education from Pixabay

1. Design, layout and structure

Image by Coffee Bean from Pixabay 

First impressions

Research shows that people process visual information much more quickly than text. In a mere fraction of a second they can decide if they like your site or not and whether they want to stay.

If your website has a high bounce rate, it might be because people are arriving then leaving straight away.

So I always start with my first impressions:

  • Is the site well designed and inviting?
  • Does it look professional?
  • Does it look modern?
  • Is the company name prominent?
  • Is it clear what the company does?
  • Do the images help to convey what the site is about?

Site design

  • Is the design appropriate for the theme of the site?
  • Is the site pleasing to look at?
  • Do the colours work well together?
  • Are the typefaces easy to read?

Layout and structure

  • Does the structure make logical sense?
  • Are all the elements well laid out with plenty of space between them?
  • Is the text laid out well with short paragraphs and relevant headings?
  • Is it good for skim-reading?

2. Function, speed and performance



  • Does the website work well?
  • Is it responsive for mobile devices?
  • Is the security certificate up to date?
  • Are all the links working and directed to the right pages?
  • Do the contact forms work and go to the right email addresses?
  • Are there annoying pop-ups or interstitials that spoil the user experience?
  • Does on-page media, such as videos, work properly?
  • Are the images all showing correctly?

Speed and performance

  • Is the website slick and streamlined or slow and clunky?
  • Does the site load quickly enough on desktop and mobile?
  • Does the on-site media load quickly enough?
  • Have the images and other media been optimised properly?

3. User journey and experience

Photo by Yan from Pexels

The user journey

  • Is there a clear user journey through the site?
  • Is there a logical pathway for each kind of customer?
  • Are the CTAs placed at the right points?

The user experience

  • Does the site follow an accepted format?
  • Is the navigation logical and does it make sense?
  • How easy is it to find information?
  • Does the site inspire confidence and trust?

4. Organic SEO

Image by Wokandapix from Pixabay
  • How is the site ranking against its competitors?
  • Does each page have an optimised title tag?
  • Have the on-site SEO keywords been applied correctly?
  • Are the SEO keywords used still current and relevant?
  • Are the images optimised and labelled correctly?
  • Is there any room for improvement?

5. Written content

Photo by Ben Kolde on Unsplash
  • Is the content clearly written and easy to read?
  • Are there any obvious errors or spelling mistakes?
  • Is it easy to understand what the company does?
  • Is the content formatted correctly for the web?
  • Is there a clear and compelling sales message?
  • Is the content persuasive?
  • Are the CTAs effective and positioned well?

Is your website working hard enough for you?

Is your website costing you money and contributing nothing to your business?

Do you want to make it profitable, but don’t know where to start?

As a website specialist working outside your business, I can look at your website objectively and impartially. And I won’t just tell you what you want to hear. I’ll tell you what you need to hear to make it better.

My website audit will show you where you’re going wrong and give you the insight you need to help you put it right. All for much less than the cost of a redesign.

If your website isn’t working and you want to kick it up a gear, please get in touch.