The 27-point website audit we run on every client (do it yourself)

Before we touch a client’s site, we run the same 27-point audit. Here it is in full, so you can score your own site today. Give each point a simple pass / needs work / fail.

Performance & technical (1–7)

1. Loads in under 2.5s on mobile (Largest Contentful Paint).
2. Responsiveness under 200ms to first interaction (INP).
3. No layout shift as the page loads (CLS under 0.1).
4. Images optimised — modern formats, correct sizes, lazy-loaded.
5. HTTPS everywhere, valid certificate, no mixed content.
6. No broken links or 404s on key paths.
7. Clean, crawlable HTML — content not trapped behind failing JavaScript.

SEO & GEO (8–14)

8. Unique title tag on every page, with the target keyword.
9. Meta descriptions that earn the click.
10. One clear H1 per page, logical heading hierarchy.
11. Structured data (Organization, LocalBusiness, FAQ) in place.
12. XML sitemap submitted and robots.txt correct.
13. Answers key questions in the first two sentences of each page (GEO).
14. Consistent entity data (name, address, services) across web and profiles.

Content & clarity (15–20)

15. Above-the-fold clarity — a visitor knows what you do in 5 seconds.
16. Every page has one clear purpose and next step.
17. Copy speaks to the customer’s problem, not just your features.
18. Scannable — short paragraphs, subheadings, no walls of text.
19. Proof present — testimonials, case studies, logos, numbers.
20. Fresh — no outdated years, dead offers or stale team pages.

Conversion & trust (21–27)

21. Primary call-to-action obvious on every key page.
22. Contact is effortless — form, phone, and email easy to find.
23. Forms are short and ask only what’s needed.
24. Trust signals visible — reviews, guarantees, security badges.
25. Legal pages complete — Impressum, privacy policy, terms.
26. Analytics installed and actually tracking goals.
27. Works flawlessly on mobile — the majority of your traffic.

How to score it

Count your passes. 22–27: strong foundation, focus on GEO and conversion refinement. 15–21: solid but leaking; fix the fails first. Under 15: your site is costing you customers — prioritise performance and clarity.

Want the scored version done for you, with a prioritised fix list? Request your free audit.