Many people believe that once you have a website the biggest part of having an online presence is done. While this certainly opens up your ability to reach a new range of customers, it does not stop the need for continuous work on your website. You need to monitor your website and make sure it is both functioning correctly, and appeals to your target customers for one. This is why regularly auditing your website is so beneficial.

The way to think of it, is it’s like taking care of your car, it needs regular check ups to keep it running smoothly. It might appear absolutely fine to you, but taking it to a garage for a closer look can find issues and have them fixed, before they become a major problem. The same is true for your website.

Instead of scheduling reviews for their website, many won’t know there’s an issue until it is in dire need of a fix, which only leads to additional issues and the potential of additional costs.

• What is a website audit and why it’s important
• How often should you audit?
• Do you need to be technical to run an audit?
• Simple website audits that you can run
• Performance and technical audits
• Marketing and SEO audits
• Easy design audits
• Audits to boost conversion rates
• Final thoughts

What is a website audit and why it’s important

A website audit is an analysis of your website that reviews elements that affect things like visibility, security, performance and more. It’s a dive into a few different areas to ensure that your website is doing what you need it to.

For example, let’s say the content you wrote 5 years ago hasn’t been updated…and since then your services and the industry itself have both changed from what they used to be. This content now might have the following impacts:

• Customers are losing trust in your business.
• Google ranks other websites higher in search with more relevant and up to date content
• Conversions are down because your business doesn’t appear to be up to date with the industry changes.

These are only a few examples of what a small check and update could impact. An audit identifies your site’s strengths, weaknesses, and opportunities for improvement.

Below are a few compelling reasons why a regular audit is crucial for any website, whether it’s a small business or a larger ecommerce store:

Boost Your Visibility (SEO): The biggest reason! Audits uncover issues that are actively preventing your site from ranking higher in search results. Fixing things like broken links or slow pages can increase your traffic and improve your website rankings.

Improve User Experience: If your site is slow, hard to navigate, or isn’t mobile-friendly, people will leave fast. An audit helps you find and fix these points.

Find and Fix Performance Issues: Just like a car, your site can develop “problems” over time. Audits help you catch critical problems like security risks or outdated designs before they turn into expensive problems.

Stay Ahead of Changes: A regular audit ensures your site is still compliant with the latest best practices, protecting you from potential issues, whether that’s UX issues, or technical issues.

New Opportunities: An audit often reveals things you missed, like content gaps, new keywords you could be targeting and more.

An audit tells you exactly what to fix and what to focus on next.

How often should you audit your website?

How often you should perform a website audit largely depends on the size of your site. As a general rule of thumb, conducting a full website audit at least once every six months is a good practice to get into.

Additionally, if your website frequently publishes new content, undergoes design changes, or operates in a competitive industry, more frequent audits are also crucial. These can help you quickly catch issues before they affect visitors or your website rankings.

Between these major audits, it’s also useful to perform lighter monthly checkups focusing on specific elements such as content relevance and readability, and technical performance to make sure your website is working as best as it can.

Do you need technical skill to run an audit?

Short answer: it depends.

Long answer: As there are many facets that make up a website, there are similarly, many different areas that should be looked at and audited.

The checks you do for an audit can also vary from simple checks to in-depth reviews. Depending on how comprehensive you want the audit to be, it will vary how difficult it is to perform and how much technical knowledge you need and any special tools to be used.

There are plenty of checks that you can run, and tools that can be used to run simpler audits, which we will detail below..

However, knowing what to do with some of the results you get might be the challenge

For example, your audit tells you that your website is very slow. Knowing what to do with that information might be where technical skill is required.

Need help with your audit? Get in touch here

While basic audits like checking page speed, broken links, or on-page SEO can be done easily, some areas will benefit from technical knowledge. Understanding how to interpret errors, or analyse problems could require a more experienced eye.

So while there are audits and checks that anyone can perform, a technically skilled review could uncover answers on how to resolve problems that might arise.

Simple checks that you can do

You don’t always need to hire a professional to get a sense of how your website’s doing, there are a few easy checks you can run yourself to keep things in good shape that we have put together for you to follow.

Quick performance and technical audits

We are going to tell you how to run a performance and technical audit of your site which will look at important elements like loading speed, broken links, image sizes and more.

These factors might not be visible to visitors, but they have a big impact on their experience and how your site is perceived.

 

Security SSL – Is your website secure?

Make sure your site is secure, how to check this is see if the website address in the browser bar starts with; “https://” and check for a padlock icon in the browser bar.

For example, our website link is: https://www.isev.co.uk/

And as you can see in the image below, our site is secure.

If you don’t see this, your SSL certificate might be missing or expired, and that’s a bad sign for both visitors and search engines. An SSL certificate keeps data secure and tells users and Google that your website is secure.

Mobile friendly – Does your website work on different screen sizes?

People will visit your websites from many different size screens, their phones, computers and tablets. The screen sizes for each category of device can also vary a lot, so it’s crucial that yours looks and works just as well on mobile as it does on desktop.

Check that text is easy to read, buttons are large enough to tap, and pages load quickly. Running these simple checks every few months keeps your site healthy, fast, and user-friendly, without needing to dive too deep into technical territory.

However, if you find that your website isn’t mobile friendly, it might be time to work on improving it, that could be through trying to speed up your website, or by considering a design update – learn more on website design & responsiveness.

Page speeds – Does your website respond and load quickly?

Did you know that a majority of people will leave a site if it doesn’t load in under 3 seconds.

Give your site a quick run through tools like Google PageSpeed Insights.

With this you’ll get a performance score for both mobile and desktop, you want to aim for at least 90 or higher on each.

This tool also highlights what’s slowing things down, whether it’s large images, unused code, or a slow server.

Oftentimes, you may need a technical team to fix the speed improvements and suggestions , however there are also things that you can do, such as optimising imagery and file sizes.

Easy marketing & SEO audits

While technical audits focus on how your website runs, marketing and SEO audits are all about how easily people can find your site and how well your content connects with your audience.

This type of audit looks at the content, structure, and visibility of your site making sure search engines understand what you do, and visitors find what they’re looking for.

Here’s what to check for:

Heading Structure – Is the content structured in a logical way?

Your website content should follow a hierarchical structure, with headings (H1, H2, H3, etc.) used to split up the different sections on your website. This helps search engines and readers understand the flow of your content.

If your checks show a poor heading structure, for example, multiple H1s or headings out of order review and reorganise them so they follow a clear ‘hierarchy’. Your main page title should be H1 (main heading), section titles would be H2 (sub headings), and supporting headers H3.

Think of it like an outline: big ideas first, details beneath.

The same hierarchy should be followed throughout your website, including blogs. Below is an example of hierarchy in an internal section on our website:

For this internal section, the maximum heading level is H2, as H1 is reserved for the main page title. Subsections should use H3.

Content Quality and Depth – does your content answer questions or solve issues?

Your content should do more than just fill space; it should answer users’ questions and solve their problems.

If your audit reveals non informative or repetitive content, take time to expand on your sections, add examples. Quality content will also signal to search engines that your site is informative, offers value and is worth showing in the search results.

We will take a look at an example on the isev site: “How can I get more customers for my business?”.

On our website, we built a section that directly answers that question. As people searching for this are looking for information on how to do this, we wrote an article. What you won’t see in the search results are sales pages or pages that offer the service.

The “searcher intent” (what people are looking for) is based around informative content.

The content here directly informs the reader, provides actionable steps, and solves a real problem. The heading immediately signals what the content is about, making it easy to scan, and the supporting copy expands on the question with advice.

It’s not just content for the sake of filling out the website, instead it should be useful, and readable, and designed to help your audience take meaningful action.

Blog Updates – how often do you write and publish articles?

Have you ever had someone tell you about an article or source that when you checked was outdated?

Maybe you even noticed it yourself. Just how we value up to date, relevant content, search engines are the same.

If your blog hasn’t been updated in months, it’s worth revisiting. Look at old posts. Can they be refreshed with new data, trends, or insights? Setting a realistic update schedule (even once a month) helps your site stay active and keeps users engaged.

As an example, an article from 2024 states that for small businesses, it’s recommended to write around 4-6 times per month.

Whereas, a larger ecommerce store should write articles 8-12 times per month. This is due to company size, relevance and audience expectations. In fact, a study by Neil Patel (see the image below) showed a correlation between traffic and visibility declines for those that stopped posting content vs those that did, with around an 39.7% drop (for those who didn’t post often) in traffic suggesting that consistency can be a big win.

(image source)

It’s worth noting that if you act as a trusted source for your users, they may feel more inclined to use your services as you’re a key point of information and it demonstrates that you’re an active business.

 

Easy design audits

A great website isn’t just about looking good, it’s also about making your site easy to use. Good user experience will focus on ensuring users can find what they need from your site, understand your brand, and take action without confusion.

Whereas, poor design can frustrate users, resulting in things like an increased bounce rate, and could even hurt your search rankings, so it’s worth paying attention to the details during your audit.

Pro tip – Bad website design will also reflect upon your overall branding and people’s perception of your business. A bad website may hint at a bad or untrustworthy company, leading your users to go elsewhere.

Readability and contrast

When it comes to your website, a good contrast and readability is crucial, just as it is in signage, books, newspapers and more.

For example if you got a book, only to find it had a light grey font on white paper, chances are you might get annoyed and give up on reading it.

When checking whether your content is readable, the main thing to check is your font.

• Does your content stand out from the background it’s on?
• Is your paragraph font a good size, e.g. over 15px?
• Is there a good amount of spacing between paragraphs?

In the above image you can see using the exact same content. The version on the left, is ticking all of the boxes, it has good spacing, the wording is easy to read.

Whereas the version on the right, has bad spacing, and big contrast issues with font colour and weights.

If you find your content is hitting more boxes similar to that on the right during your audit, consider how you could improve it to improve the experience for your website visitors.

Brand consistency – Do your visual elements feel cohesive?

Every visual element from logos and colours to fonts and imagery should all feel cohesive and reflect your brand identity.

Think of some brands you know and check out their website, we’re sure (and we hope) the colours, fonts and logos will be relevant to their brand throughout their site.

If your audit shows any branding inconsistencies, then take some time to ensure that these elements are cohesive across pages. Consistent branding builds trust, makes your business more memorable, and reinforces your professionalism.

Here’s what to look for in a website branding check:

• Same colours used on every page that match your branding and logo.
• Buttons (like “Buy Now” or “Contact Us”) are cohesive, usually the same colour.
• Same fonts and text styles used throughout.
• Logo looks the same throughout and is high quality (consider the size, colour, placements).
• Writing style sounds the same throughout your site.
• Images match in style and quality.
• Icons all look like they belong together.
• Buttons, menus, and layouts look the same on each page.
• Everything still looks consistent on mobile and tablet.

Clarity – is it obvious what your business does when someone lands on your website?

When someone lands on any page of your website, is it immediately clear what the page is about?

If it is not clear to the user they’re likely to leave and go somewhere else.

Oftentimes users want answers straight away, if your website is unclear it might feel quicker for them to go elsewhere.

Review the following:

• Your messaging
• Headings and supporting copy
• Key visuals in the header

For example, on our own homepage, we ensured that it’s instantly clear what we do with our title, we highlighted a few quick wins, as well as our unique selling points, and offered three clear actions that you can take without the need for hunting around.

Easy conversion optimisation audits

This audit area looks at how effectively your website turns visitors into leads or customers. This is about guiding users toward taking a key action, whether that’s making a purchase, filling out a form, or getting in touch.

Even the best-looking website can underperform if it isn’t clear what the next steps are towards the key action!

So, during your audit ask yourself…

Clear calls to action – Is it clear what action people should take?

When someone lands on your website, can they instantly tell what the next step is?

Whether it’s “Book a Consultation”, “Get a Quote”, or “Buy now”. Every page should have a clear purpose. We’d recommend you simplify your layout or focus on making your main goal obvious if it’s not already.

In the example we shared above, we have the following actions for our users to take.

• Contact us
• Check out our latest work
• Get in touch

Review your key pages, are there clear indicators on the next steps for users to take towards a key action?

Your CTA’s should be easy to find and encourage your users to act.

Check that your key pages, homepage, services pages all include prominent, well-worded CTAs. If buttons are buried in text or vague (“Learn More” doesn’t always cut it), make them stand out with contrasting colours and more direct language like “Start Your Project” or “Talk to an expert.”

Check the following:

• Do buttons work in CTAs?
• Are the titles clear, do they guide your customers toward the action they’re taking?
• Are buttons clear, and is the content within guiding users to take action?
• Do you have one CTA per page?

Trust signals – how do you build credibility

People want to feel confident before taking action. During your audit, check whether your website includes elements that build credibility, such as:

• Testimonials from happy clients
• Security badges for safe transactions
• Client logos or partnerships that show your experience

If your audit shows these are missing or not highlighted, add them near CTAs or on key landing pages where visitors often make decisions.

Given the amount of sites online now, testimonials in particular are a big must for proof that users can trust you, and that you are a real business.

Check your forms – are they simple and do they work?

An easy step to take during your audit is to test every form on your website.

• Do they work properly?
• Do you get notified when someone submits an enquiry?
• Is there a thank-you page after submitting your form?
• Are there fields there that are not necessary?

Broken or even overly long and complicated forms are a quick way to lose conversions. Make sure to keep them simple, with only the necessary fields you need for visitors to fill in. Test them regularly, and make sure users get sent things like confirmation messages to show they have successfully performed the action.

So why should you audit your website regularly?

Many people assume that once a website is live, the hard work is done, or if it’s running fine, then there mustn’t be any problems. The reality is your site needs regular check-ups to keep it performing at its best.

On the surface, everything might look fine, pages may load, links seem to be working, but a closer look might reveal hidden issues that could be holding your site back.

Regular website audits help you catch those issues before they turn into bigger problems. Afterall, waiting until something breaks usually means more time, more stress, and more cost to fix it.

Think of auditing as a preventative measure that protects your investment in the long term!