Your website is either making you money or quietly losing it. Most business owners have no idea which one it is — traffic looks fine, but enquiries don’t come. A proper website audit finds the leaks. Work through this 10-point checklist and you’ll know exactly where your site stands.
Speed: The Silent Killer
1. Your Pages Load Too Slowly
Every extra second of load time costs you visitors. Shoppers and clients bounce from slow pages without a second thought — and search engines rank slow sites lower.
- Test your key pages with PageSpeed Insights and note the mobile score first (mobile is where most of your traffic is).
- Compress images — oversized images are the #1 cause of slow pages. Convert to WebP and serve responsive sizes.
- Remove unused plugins, scripts, and tracking pixels. Every third-party script is a tax on your load time.
- Enable caching and a CDN if you haven’t. These two changes alone fix most speed problems.
2. Core Web Vitals Are Failing
Beyond raw speed, search engines measure how the page feels: how fast the main content appears, how stable the layout is while loading, and how quickly the page responds to taps.
- Check the Core Web Vitals report in Search Console for URLs marked “Poor” or “Needs improvement.”
- Fix layout shift by giving images and embeds fixed dimensions so content doesn’t jump around while loading.
- Reduce heavy JavaScript that blocks the page from becoming interactive.
Mobile: Where Your Customers Actually Are
3. The Mobile Experience Is Broken
A site that looks fine on desktop can be unusable on a phone — tiny tap targets, text that requires pinching, menus that don’t open.
- Open your site on a real phone (not just a resized browser window) and try to complete your main conversion: request a quote, book a call, buy the product.
- Make tap targets at least 44px, keep forms short, and make your phone number tap-to-call.
- Check that popups don’t cover the whole screen on mobile — that’s an instant bounce.
4. Key Content Is Hidden on Mobile
Some sites hide important content, CTAs, or trust signals on mobile to “simplify” the layout — and accidentally remove the reasons to buy.
- Compare your mobile and desktop versions side by side. Every conversion element on desktop should exist on mobile too.
- Your main CTA should be visible without scrolling on mobile.
SEO Basics: Can Anyone Find You?
5. Title Tags and Meta Descriptions Are Missing or Duplicated
These are your search result listings — your free ad copy. Missing or duplicated ones mean search engines guess, and they guess badly.
- Every important page needs a unique title tag (under 60 characters) with its primary keyword near the front.
- Write meta descriptions (under 160 characters) that sell the click — treat them like ad copy, not summaries.
- Check for duplicates in Search Console’s coverage and enhancement reports.
6. Headings and Content Structure Are a Mess
Search engines and readers both rely on structure. One H1 per page, logical H2s, and content that actually answers the searcher’s question.
- Confirm each page has exactly one H1 containing the page’s main keyword.
- Break long pages into H2 sections with descriptive headings — walls of text don’t rank and don’t convert.
- Make sure the page delivers what its title promises. Thin content that doesn’t answer the query is the most common reason pages don’t rank.
Conversion: Turning Visitors Into Revenue
7. Your Calls to Action Are Weak or Buried
Traffic without conversion is just an expense. Most sites either hide their CTA or use vague language like “Submit” or “Learn More.”
- Every page needs one clear primary CTA, visible without scrolling.
- Use specific action language: “Get My Free Quote,” “Book Your Audit,” “Start My Trial” — not “Submit.”
- Repeat the CTA after each major section on long pages. Don’t make visitors scroll back up to act.
8. Forms Ask for Too Much
Every field you add to a form reduces completions. Long forms feel like interrogations.
- Ask only for what you need to start the conversation: name, email, and one qualifying question.
- Move nice-to-have questions to a follow-up email, not the first form.
- Show a clear confirmation after submission — silence makes people submit twice or assume it failed.
Trust: Why Should Anyone Believe You?
9. There Are No Trust Signals
First-time visitors decide in seconds whether you’re legitimate. Without proof, they leave.
- Add real testimonials with names (and photos or company names where possible) near your CTAs.
- Show recognizable client logos, certifications, guarantees, or review ratings.
- Include a real phone number, email, and physical address in the footer. Anonymous sites don’t convert.
10. Your Content Looks Abandoned
A blog with its last post from two years ago — or a copyright notice from three years ago — tells visitors the business might be dead.
- Update the copyright year and remove or refresh stale content.
- Publish consistently, even if it’s once a month. Fresh, useful content signals a living business to both visitors and search engines.
Get the Full Audit Done for You in 5 Minutes
This checklist covers the fundamentals, but a professional audit goes deeper — analyzing your specific site’s SEO, conversion, and AI visibility with trained pattern recognition, not guesswork. Our Website Audit identifies the top 5 issues costing you the most revenue, delivered to your inbox in under 5 minutes with specific fixes you or your team can implement immediately.
Get your Website AI Audit — $69
(954) 864-9161 · liza@liazonmarketing.com · liazonmarketing.com
