A website audit checks four things: performance (speed and Core Web Vitals), SEO (indexation, metadata, schema), security (SSL, updates, backups), and conversion (clear calls to action, mobile UX). Run one quarterly using free tools, and you'll catch problems before they cost you traffic or customers. Here's a usable 20-point checklist.
Most small business websites are never checked after launch — and quietly degrade until something visibly breaks. A regular audit is how you stay ahead of that. Work through these four sections; each has five checks and free tools to run them.
Section 1: Performance (5 checks)
A slow site loses visitors and rankings. Check:
- PageSpeed score — run your URL through Google PageSpeed Insights; aim for 90+ desktop, strong mobile
- Core Web Vitals — LCP, INP, and CLS all in the green (see our Core Web Vitals guide)
- Mobile load speed — test on an actual phone, not just desktop
- Image optimisation — images compressed and correctly sized, not huge files
- No broken elements — pages, images, and scripts all load properly
Free tools: Google PageSpeed Insights, Google Search Console (Core Web Vitals report). If you're failing here, our performance optimisation guide covers the fixes.
Section 2: SEO (5 checks)
If Google can't find or understand your site, nothing else matters. Check:
- Indexation — search "site:yourdomain.com"; are your pages showing?
- Title tags and meta descriptions — unique, descriptive, and present on every key page
- Heading structure — one clear H1 per page and a logical hierarchy
- Schema markup — LocalBusiness, FAQ, and other relevant structured data in place
- Search Console health — no crawl errors or coverage issues
Free tools: Google Search Console, Google Rich Results Test. Our technical SEO checklist goes deeper on each.
Section 3: Security (5 checks)
A neglected site is a liability. Check:
- SSL/HTTPS — the padlock is present and the certificate isn't expired
- Software updates — WordPress core, plugins, and themes are current
- Backups — automated, off-server, and recent (and tested)
- Strong access — strong passwords and two-factor authentication on admin accounts
- No malware or warnings — no "this site may be hacked" flags or host alerts
Free tools: browser address bar (SSL), Google Search Console (security issues). For context, see our guides on WordPress security and website backups.
Section 4: Conversion (5 checks)
Traffic means nothing if it doesn't convert. Check:
- Clear calls to action — every key page tells visitors what to do next
- Visible contact details — phone and contact options easy to find, tappable on mobile
- Working forms — submit a test enquiry and confirm it arrives
- Trust signals — reviews, credentials, and real photos present
- Mobile UX — the site is genuinely easy to use on a phone, not just technically responsive
If you pass the technical sections but fail here, our guide on why your website isn't getting enquiries is the place to go.
Do it yourself, or get a professional audit?
You can run this checklist yourself quarterly with the free tools above, and you absolutely should — it catches the obvious problems. A professional audit goes deeper: diagnosing *why* something underperforms, spotting issues these surface-level checks miss, and prioritising fixes by impact. The DIY checklist is your regular health check; a professional SEO and performance audit is the specialist examination when results aren't where they should be or before a big push. Keeping a site healthy long-term is also what ongoing maintenance is for.
Frequently Asked Questions
How do I audit my website?
Work through four areas: performance (PageSpeed and Core Web Vitals), SEO (indexation, metadata, schema, Search Console health), security (SSL, updates, backups, strong access), and conversion (clear calls to action, working forms, trust signals, mobile UX). Use free tools like Google PageSpeed Insights and Search Console, and ideally run the audit quarterly.
What should a website audit include?
A thorough website audit covers performance (speed and Core Web Vitals), SEO (whether you're indexed, your metadata, headings, and schema), security (SSL, software updates, backups, and access protection), and conversion (calls to action, contact visibility, working forms, and mobile usability). Checking all four gives you a complete picture of your site's health.
How often should I audit my website?
A quarterly audit is a good rhythm for most small businesses — frequent enough to catch problems early without being onerous. Always run a check after major changes like a redesign or platform update, and monitor performance and Search Console more regularly if your business depends heavily on organic traffic.
Can I audit my own website or do I need a professional?
You can run a basic audit yourself with free tools, and doing so quarterly is genuinely worthwhile for catching obvious issues. A professional audit goes further — diagnosing why something underperforms, finding issues surface checks miss, and prioritising fixes by impact. Use the DIY checklist regularly, and bring in a professional when results lag or before a major push.
Want a professional look at your website?
We audit Australian business websites across performance, SEO, security, and conversion — then fix what's holding them back. Explore our SEO services and website maintenance, or get in touch for a proper health check.