Even the simplest websites rely on a complex and interconnected web of elements to function correctly…

$1 off $8 Benadryl brand tab form bought on a Wednesday only if sunny …much like the components of a CVS receipt. However, unlike a receipt where you can discard irrelevant sections, every item on a website audit checklist is crucial for attracting traffic and converting visitors into customers.

To help you navigate this intricate process, we’ve compiled a comprehensive website audit checklist, organized into six distinct phases, within this free Google Sheet template . This resource aims to be your ultimate guide for website audits, at least for the foreseeable future. Let’s explore its structure.

Contents

• Master website audit checklist
• Website audit tools
• The light website audit
• The SEO content audit
• The technical SEO audit
• The design/UX audit
• The accessibility audit
• The conversion rate optimization audit

Your Master Website Audit Checklist

This website audit checklist spreadsheet complements every step outlined in this guide. Rest assured, the checklist is structured within the sheet using manageable tabs for easier navigation.

See full-size image | Go to sheet

Essential Website Audit Tools

It’s a misconception that a single tool can handle every aspect of a website audit. You’ll need a combination of tools tailored to the scale of your website and your specific audit objectives. Here’s a general list to get you started:

• Your CMS: Access to your website’s backend (WordPress, Squarespace, etc.) is essential for modifying metadata, HTML tags, links, and content.
• A mobile device: Manual testing is necessary for this audit.
• Google Analytics: Use this to pinpoint pages requiring attention based on traffic and goal performance. It’s also crucial for gathering SEO metrics, prioritizing tasks, and gauging improvements. (Google shows you how to connect your site to GA here. If you’re new to Google Analytics, delay the SEO portion of the audit for a month to allow data collection.)
• Google Search Console: GSC is indispensable for content and technical SEO audits. Use it for reindexing fixed pages, submitting sitemaps, and more.
• Page speed calculators: Google’s PageSpeed Insights and GTMetrix are highly recommended.
• Image compressor: Tinypng.com is our favorite, but you might also need a GIF compressor like ezgif.com.
• SEO software: For deeper SEO analysis (backlinks, competitor data, keyword research), tools like Ahrefs, Moz Pro, Screaming Frog, or SEMrush are beneficial. Some offer free trials or limited free services. Explore our roundup of the best keyword research tools for more information.
• Accessibility audit tools: For this audit, tools like WAVE or webaccessibility.com are sufficient.
• Website graders: Grader tools provide more guidance. While SEO software often requires understanding the data, website graders simplify analysis and interpretation, especially for non-SEO professionals. For instance, our free website grader clarifies each report item, prioritizing results and offering expandable “why this matters” and “how to fix this” sections for every element.

Head here to get a website audit with our free website grader tool.

Conducting a Website Audit Without Losing Your Mind

You can tackle these phases sequentially, jump between them, or combine them as needed.

1. Light site audit
2. SEO content
3. Technical SEO
4. Design/UX
5. Accessibility
6. Conversions

1. The Light Website Audit

Imagine your website as a house. Would a passerby needing to use the bathroom choose your house? Would they feel comfortable? Would they struggle to find or use the bathroom? Adopt this perspective for your light website audit.

This initial audit encompasses elements from subsequent phases, focusing on your site’s core pages (home, about, products/services, pricing, contact, etc.). It’s a warm-up round to identify and rectify obvious errors or quick fixes, preventing overwhelm later on.

• Points of focus: Glaring errors, first impressions, accuracy of company information, intuitiveness, brand consistency.
• Pages to audit: Main navigation and footer pages; a sample search results page, landing page, and blog post; your 404 page.
• Tools needed: Your CMS, a mobile device.

Light Website Audit Checklist

Remember to assess these aspects on both desktop and mobile. If you encounter any issues, verify their presence across different browsers.

• Your industry and business purpose are immediately clear.
• Main navigation is user-friendly and logical.
• Each page includes a call to action.
• Key information is readily accessible.
• Every page has a well-crafted meta description and title.
• Pages have clear titles, and information is logically structured.
• Business information and visuals are accurate and current.
• Photos and graphics representing people are inclusive and diverse.
• Spelling and grammar are error-free.
• Design elements and brand identity are consistent throughout.
• Pages are appropriately interlinked.
• Popups and live chat features display only in designated areas.
• Website copy is reader-friendly, clear, and engaging.
• Footer links are functional and include social media icons.

Light Website Audit Template

Here’s a glimpse of the light site audit tab within your template. The same blue row repeats for the mobile version of the audit.

Go to the Google sheet (Note: this is the same link throughout the post, as every tab is in the same sheet.) More resources to help with your light site audit

• 9 About Us Page Examples (+How to Create Your Own)
• Content Readability: 5 Mistakes Your Plugin Won’t Detect
• 7 Ways to Write More Engaging, Compelling Website Copy

2. The SEO Content Audit

Now, shift your perspective from that of a casual visitor to that of a meticulous appraiser. Appraisers evaluate a home’s worth based on its condition, quality, age, and other factors. In SEO, both Google and users act as your appraisers.

In essence, Google aims to deliver the most relevant and trustworthy search results to its users, emphasizing expertise, authoritativeness, and trustworthiness (EAT). Your SEO content audit assesses your content’s quality, relevance, and how effectively you communicate these factors to Google.

• Primary focus: Keyword optimization, content quality, link profile.
• Pages to audit: Highest-traffic pages/blog posts; most valuable pages/posts; pages with noticeable traffic declines.
• Tools needed: CMS, Google Analytics, SEO or keyword research tool, tinyPNG, Google Search Console (optional).

SEO Content Audit Checklist

• Traffic: Analyze organic traffic (to prioritize pages or compare date ranges for significant fluctuations). Refer to our SEO metrics guide.
• On-page keyword targeting: Ensure keywords are strategically placed in the meta title, meta description, H1, H2s, image file names, alt text, and naturally within the body content. We offer guidance on on-page SEO here.
• Meta description and title: Optimize these with front-loaded keywords, adhering to character limits, and crafting them to encourage clicks from organic search results (compelling and value-driven). See our posts on meta descriptions and meta titles for assistance.
• Images: Check for broken images, keyword-rich file names, descriptive alt text with keywords, and ensure images are compressed and appropriately sized. Our image SEO guide can help.
• Quality: Organize information into clear sections, ensuring accuracy, up-to-date content, and comprehensive coverage. Learn more about crafting high-quality content.
• Links: Verify all links are functional and that the page is linked from other relevant pages on your website. Explore our link-building tips.
• Backlink profile: Assess the quantity and quality of backlinks. (GSC provides basic insights, but SEO tools offer more in-depth analysis). Get tips on backlink strategy.

SEO Content Audit Template

The SEO content audit tab in your template is designed for page-specific optimizations, with items to check listed horizontally. This format is more manageable than dealing with 14 lines for each page you audit.

Go to the Google sheet (Note: this is the same link throughout the post, as every tab is in the same sheet.) More resources for your SEO content audit

• How to Do a Content Audit: The Definitive Guide (+6 Free Templates)
• The Easy 10-Step SEO Audit (+Free Tools)
• SEO Basics: The Complete Beginner’s Guide
• 9 SEO Copywriting Tips to Rank Sky-High
• A Guide to Creating SEO Content
• How to Rank for a Keyword in 10 Steps

3. Technical SEO Website Audit

Beyond quality and trustworthiness, your site must deliver information quickly and securely, making it effortless for search engines to recognize and index its content. This is where the technical SEO audit comes in.

Think of it as evaluating your house’s infrastructure: the contractor’s role in ensuring proper structure, plumbers and electricians connecting pipes and wires, the home inspector’s assessment of safety and security, and even the postal service’s ability to locate your address.

In essence, it’s time to put on your Google work boots and get down to the technical details.

• Points of focus: Site structure, speed, security, and mobile-friendliness.
• Pages to audit: The entire website (followed by any problematic pages and potentially high-traffic pages).
• Tools needed: Google Search Console, PageSpeed Insights, GTmetrix, Copyscape/Siteliner, SEO tool.

Technical SEO Audit Checklist

• Indexation: Ensure all intended pages are indexed without errors using the GSC index coverage report. This helps determine if your sitemap and robots.txt files need adjustments.
  • Sitemap: (yourwebsite.com/sitemap.xml): Verify it lists only pages for Google to crawl, follows the correct format as per Sitemap protocol, adheres to Google’s general sitemap guidelines,, and its location is defined in robots.txt. Resubmit any changes to Google via GSC sitemap report.
  • Robots.txt: (yourwebsite.com/robots.txt): This file instructs Google on pages to avoid crawling. It should be named “Robots.txt,” have only one version, comply with Google’s robots.txt guidelines, and specify the sitemap’s location. Resubmit changes according to your web host’s instructions.
• Core Web Vitals: These are ranking factors encompassing user experience, page speed, and mobile-friendliness. Audit your site using the GSC Core Web Vitals Report. Utilize Google PageSpeed Insights and Google Mobile-Friendly Test for deeper analysis and to identify fixes for problematic pages. Validate fixes through GSC.
• Security: Another crucial ranking factor. Is your site HTTPS? Obtain a free SSL certificate from Lets Encrypt.
• Links: Ensure consistent redirection for http/https and www variations of your domain; fix or remove broken links.
• Duplicate content: Identify duplicate content using Siteliner or Copyscape and address it by deleting, redirecting, or using canonical tags.
• Site structure: Maintain a flat architecture (users and crawlers should reach any page in four clicks or less); ensure a clean, organized URL structure and internal linking.

Technical SEO Audit Template

The technical SEO audit tab in your sheet is structured as a vertical checklist since most steps are site-wide. Consider adding a column or a separate tab for scores and results to track improvements and benchmark against your initial findings. View full-size image

Go to the Google sheet (Note: this is the same link throughout the post, as every tab is in the same sheet.) Resources to help with your technical SEO audit

• How to Do a Technical SEO Audit in 6 Steps
• 5 Ways to Improve Your Core Web Vitals
• The Beginner’s Guide to Duplicate Content
• The Top 10 Google Ranking Factors

4. Design & User Experience Website Audit

For the next three phases, shift your mindset from that of an appraiser to that of an Airbnb guest. You’re not just observing; you’re engaging with the website, interacting with its elements, and navigating its functionalities.

This section delves into the website’s functionality and user experience for visitors who go beyond a cursory glance.

• Focus: Visuals, navigation, functionality, overall perception.
• Pages to audit: All pages, with emphasis on main navigation pages and those along critical user paths (frequent and essential actions).
• Tools: CMS, your own observations, a mobile device.

Design/UX Website Audit Checklist

• Navigation: Intuitive and consistent navigation menu across all pages with clear labels; header logo linking to the homepage; mobile menu with a minimum width of 46px.
• Functionality: Ensure critical user paths are free of obstacles and that repetitive actions are streamlined.
• Forms: Use clear labels, display errors in real-time, and provide success messages upon completion.
• Text: Limit font families to two or fewer; ensure readability across all font styles (all caps, italics, bold, etc.); maintain consistent font sizes and styles throughout.
• Visual design: Establish a visual hierarchy that prioritizes essential information; use elements beyond color to convey meaning, hierarchy, and function; utilize whitespace strategically to draw attention; ensure sufficient contrast between foreground and background elements; employ established design patterns for page layouts; include a favicon.
• Perception: Users should instantly grasp your industry and offerings; quickly locate key information; easily perform essential actions; understand the destination of buttons and links; recognize the intended action on each page; and experience a consistent brand look and feel.

Design/UX Website Audit Template

Here’s what the design/UX audit tab in your website audit template looks like:

Go to the Google sheet (Note: this is the same link throughout the post, as every tab is in the same sheet.) Resources

• 6 Tips to Choose a Stunning Website Color Scheme
• How to Use F & Z Patterns in Your Landing Page Design
• Use Design Thinking to Solve Your Next Marketing Problem
• How to Write a Content Style Guide in 6 Steps
• Website Maintenance Checklist

5. Website Accessibility Audit

Accessibility ensures individuals with disabilities can access and understand the information on your website. Our focus in this audit is on visual and hearing impairments, but a comprehensive audit encompasses a broader range of disabilities.

• Focus: Visual and auditory accessibility.
• Pages to audit: The entire website.
• Tools: Accessibility audit tools like WAVE or webaccessibility.com, mobile device.

Website Accessibility Audit Checklist

Note that W3.org and ADA.gov offer complete lists of accessibility tools and checklists. We’re providing a concise list here for manageability.

• Text: Employ HTML tags to structure titles, headings, subheadings, lists, call-out text, etc. Use a minimum body text size of 16px (ideally 18px) with a contrast ratio of at least 4:5:1. Ensure large text is at least 24px. Bold and linked text should have a contrast ratio of at least 3:1. Line spacing should be at least 1.5. Anchor text needs to be clear and descriptive. Text should be resizable.
  • Image, video, audio: Provide detailed alt text for images. Include subtitles or transcripts for audio and video content. Users should be able to pause, mute, or exit auto-played content. Accompany images of tables or text with the actual data.
  • Usability: Ensure keyboard-only navigation and functionality. Use clear, descriptive page titles. Maintain consistent menu order across the website. Avoid imposing time limits.

Website Accessibility Template

Here’s the website accessibility audit tab within your template:

Go to the Google sheet (Note: this is the same link throughout the post, as every tab is in the same sheet.) More resources to inform your accessibility audit

• How to Optimize Your Emails for Accessibility
• How to Implement Accessibility and Inclusivity in Advertising

6. Website CRO Audit

Congratulations on reaching the final stage! This phase deals with the “bottom of the funnel” – converting visitors into customers and qualified leads. While user experience, page speed, and content quality influence CRO (hence the importance of prior audits), this stage focuses on specific conversion-driven elements.

• Points of focus: Ease of use, brand perception, trustworthiness, automation.
• Pages to audit: All pages with CTAs (which ideally is all of them), prioritizing navigation pages, critical user paths, top landing pages, high-traffic pages, and high-intent pages.
• Tools: CRM and automation tools, SEO software, mobile device.

Website CRO Audit Checklist

Ecommerce sites have additional factors to consider, but here are the core elements to address:

• CTA: Ensure a prominent CTA on the homepage; CTA buttons that visually resemble buttons and stand out through color contrast, size, whitespace, and directional cues; CTAs placed above the fold (see CTA best practices here).
• Copywriting: Use compelling and descriptive CTA copy; write clear, concise, and conversational page copy that avoids being overly salesy and focuses on conveying value and building trust (learn how to write persuasive copy).
• Page design: Aim for an uncluttered, well-organized layout with sufficient whitespace and visual appeal.
• SEO: Avoid indexing gated content; optimize important pages for both content and technical SEO.
• Landing pages: Control indexation as intended; limit to a single CTA; maintain consistency with the preceding ad or offer (check out landing page best practices).
• Forms: Use clear labels, logical organization, minimal fields, error detection before submission; send a thank you message or direct users to an optimized thank you page upon submission; sync information to your CRM and other automation tools; ensure users receive the promised offer.
• Popups/chat: Control their appearance on designated pages only.
• Mobile: Verify that all website elements function flawlessly on mobile devices.

Website CRO Audit Template

Here’s a preview of the CRO tab within your website audit template.

Go to the Google sheet (Note: this is the same link throughout the post, as every tab is in the same sheet.) Additional CRO audit resources

• 5 Critical Web Design Mistakes That Cost You Conversions
• 6 Powerful Ways UX Can Affect Your Conversion Rates
• Pop-ups vs Chatbots: Which Works Better for CRO?
• Ecommerce User Experience: 5 CRO Lessons from Amazon

Begin with a Free Website Audit

Hopefully, this guide helps you navigate your website audit without losing your sanity. These checklists, templates, explanations, resources, and tips equip you for a thorough evaluation. As mentioned, you can also obtain a free website audit using the LocaliQ Website Grader. Visit our free website grader at click here for an instant assessment of your SEO and online presence.