Website Audit Checklist: 25+ Quick Wins to Improve Conversions

If visitors aren’t converting, start with the basics. This audit finds the leaks most small teams can fix in days—not months. You’ll check clarity (does the page make sense?), friction (is the next step obvious?), and performance (does it load fast enough?). Then you’ll prioritize and ship the highest‑leverage fixes.

We’ll move from the hero → navigation → structure → content → images → performance → forms/CTAs → proof/pricing → SEO → accessibility → analytics → a 7‑day implementation plan. We’ll link to deeper dives like Homepage Above the Fold, Conversion Copy for Services, Practical SEO, and Analytics Essentials. If you want guidance or a done‑with‑you sprint, explore our Services or book a free consult on Contact.

1) Above the fold: earn the second scroll (5 checks)

Your hero must answer three questions in five seconds: Is this for me? What will I get? What do I do next?

Checklist

• Headline: outcome + audience in plain language (no buzzwords).
• Subhead: how + reassurance (time, cost, next step).
• Primary CTA: one label, consistent site‑wide (we use “Book Your Free 30‑Minute Consultation”).
• Visual: relevant context that helps comprehension (no generic stock).
• Proof nearby: a short metric or testimonial near the boldest claim.

If any item fails, fix copy first, then polish design.

2) Navigation and information scent (4 checks)

Navigation should guide, not distract.

• 5–7 top‑level items; one primary CTA button.
• Clear labels that match the page (“Services,” not “Solutions”).
• Remove rarely used links; move them to footer.
• Make the current page state obvious.

3) Structure and headings (5 checks)

Readers should get the story by scanning H2s.

• One H1 per page; descriptive, not duplicated title.
• H2s announce sections (“How it works,” “Pricing”).
• 60–80 characters per line for body copy; 16–18px; 1.6–1.8 line‑height.
• Break long paragraphs; use lists for steps.
• Internal links point to the next step (usually Services or a relevant post).

4) Content clarity (6 checks)

Copy should reduce decision‑making, not add to it.

• Outcome‑led headlines; avoid buzzword soup.
• Benefits over features (translate with “so that…”).
• Consistent voice (see Value Proposition Framework).
• One promise per section; supporting proof nearby.
• Remove duplicated CTAs with different labels.
• Add microcopy to reduce fear (“No pressure—pick a time that works”).

5) Images and media (4 checks)

Heavy or irrelevant images kill speed and clarity.

• Use authentic, helpful visuals (before/after, context in use).
• Serve responsive sizes through the theme’s image pipeline.
• Compress aggressively; lazy‑load below‑the‑fold.
• Add descriptive alt text where images carry meaning.

6) Performance essentials (6 checks)

Protect your Largest Contentful Paint (LCP) and TBT.

• LCP < 2.5s on 4G; CLS near 0.
• Minimize blocking JS/CSS; defer what you can.
• Optimize hero image; prefer system fonts or a light stack.
• Cache static assets; use HTTP compression.
• Remove unused libraries; reduce DOM bloat.
• Test on a mid‑range phone, not just desktop.

7) Forms and CTAs (6 checks)

Forms are where deals die. Reduce friction; repeat value.

• One primary CTA label across the site (link to Contact).
• Place the same CTA in hero, mid‑page, and closing sections.
• Reduce required fields; explain why you ask each.
• Add a short “What we’ll cover” list above the form.
• Reassure after submission; confirm what happens next.
• Track clicks and submits (see Analytics Essentials).

8) Proof, pricing, and risk reversal (5 checks)

Buyers want evidence and certainty.

• Replace generic praise with specific outcomes and context.
• Put one proof snippet near each bold claim.
• Name pricing tiers for outcomes; add a 5‑question FAQ.
• State guarantees or scope clearly and fairly.
• Repeat the primary CTA with the same label near pricing.

9) SEO foundations (6 checks)

Skip hacks; focus on clarity.

• Titles ≤60 chars; meta descriptions ≤155 chars with a real benefit.
• One intent per page (don’t combine unrelated goals).
• Clean slugs; descriptive, lowercase.
• Use H2s to organize; synonyms naturally (no stuffing).
• Internal links to relevant posts and Services.
• Make a simple XML sitemap; ensure robots.txt is sane.

10) Accessibility (5 checks)

Access is part of conversion and compliance.

• AA contrast for body; aim for AA for headings on colored backgrounds.
• Alt text for meaningful images; don’t stuff keywords.
• Keyboard focus states visible.
• Don’t rely on color alone to convey state.
• Avoid auto‑playing motion behind text.

11) Analytics and measurement (5 checks)

You can only improve what you measure.

• Events: cta_click, form_start, form_submit, book_consult.
• Funnels: hero CTR → form start → submit → booking.
• Friday review: traffic quality, engagement on priority pages, outcomes.
• One change per week; record “saw/changed/watch next.”
• UTM discipline on shared links.

12) A 7‑day implementation plan

Day 1: Fix hero copy (H1, subhead, CTA) on the homepage.
Day 2: Clean up nav; remove noise; ensure the CTA is consistent.
Day 3: Optimize 5 images (hero + cards) and lazy‑load below the fold.
Day 4: Add proof snippets near two strong claims.
Day 5: Rename pricing tiers to outcomes; add FAQ under pricing.
Day 6: Shorten contact form; add reassurance; confirm what happens next.
Day 7: Set up events and run the first Friday review.

If you want a partner to accelerate the audit and fixes, explore our Services, learn more About, and book your free consult on Contact. A week of focused changes compounds for months.