Comprehensive Website Audit
This list includes most of the criteria worth evaluating, but the final website audit report may also include other items not listed here, as there may be industry-specific considerations in the field in which you operate. Certain items will be excluded from the final report because they have no impact on the results, but all of them are reviewed.
When you order a Comprehensive Website Audit, you’ll receive:
- Complete Technical Analysis of the Website
- Evaluation of the Domain and Website Structure
- Checking the hosting provider and server capabilities
- Meta tags, HTML validity, virus scanning
- Uniqueness of texts and images, content relevance
- Other factors with direct and indirect effects
- SEO Audit
- Commercial metrics, search engine trust
- Inbound and outbound links to the website
- Correctness of the links between pages
- Analysis of user queries and promoted queries
- Social factors, behavior on the website
- Website Audit
- Usability analysis, traffic trends
- Marketing Audit, Visibility Assessment
- Analysis of Competitors and Business Specifics
- Research on Current and Potential Customers
- The site’s history and reputation, untapped potential—and that’s not all…
Technical analysis is a set of tasks aimed at identifying errors that are easy to correct, and the results of addressing them are more significant over short periods of time.
A comprehensive technical analysis of the website includes: (Phase I)
Website Structure – General Analysis
Domain Evaluation (Aggregated Metrics) / Server File Processing Quality, Hosting Provider Review
Analysis of website page links (internal linking), optimization of internal links (navigation chains, indexing of lists, working with filters)
URL Optimization (converting dynamic URLs to static ones, checking for human readability and for promotional purposes) / Creating a sitemap (HTML, XML sitemaps, image sitemaps, video sitemaps)
Checking a Website’s Multilingual Capabilities and How They Are Implemented / Favicon and Logo
On-site analysis: technical aspects
Robots.txt file (correct configuration), 301 redirect configuration / Generating valid HTTP headers and URL canonicalization
Restricting the indexing of specific pages by search engine crawlers / Optimizing outbound links from the site / Duplicate pages (technical duplicates with “/” and identical pages with URLs in different categories)
Code optimization and website loading speed, installed counters, and recommendations for working with them / Search functionality on the website and error pages (404 error, 50X)
Current version of the CMS, themes (if using a template), plugins, and widgets; other security risks / Circular links (breadcrumbs) / Issues with comments on the site and their forms (replytocom links from comments and site-wide chat)
— II — : content component
Page heading structure, unnecessary shortlinks / Tags (Title, H1, H2–H3) and meta tags (Description) – relevance and appeal to customers, proper markup / Content length and proper use of `strong`, `em`, numbered and bulleted lists / Descriptor and USP, triggers
Virus scan / Website forms (functionality check) and HTTPS security / Presence of black-hat optimization techniques in internal and external promotion using prohibited methods
Texts on the website: Compliance of texts with new algorithms / Overuse of formatting, styles, and markers / Texts written for people and LSI copywriting (richness of texts with key search queries), frequent words on the page that interfere with main search queries / Check for excessive spam, usefulness, quality, relevance, conversion potential, content alignment, uniqueness of website texts, and absence of errors involving the mixing of Latin and Cyrillic characters in words (a-а, o-о, etc.)
Images on the website: Images that open on a separate page / Analysis of the uniqueness of images and other interactive content (animations, videos, buttons from other resources) / Image optimization (URLs, alt and title attributes, file sizes)
Microdata on the website (organization contact information, social media profiles, company logo, products, reviews, and ratings) / Open Graph Protocol
Configuring Web Analytics Systems
Google Analytics (E-commerce, Search Console) / Reports in My Business
Yandex.Metrica (Yandex.Webmaster)
Google Tag Manager (Event Tracking) / Goals in Analytics Systems, Website Availability Monitoring, and 404 Errors
An SEO audit is an assessment of a website’s compliance with search engine requirements and recommendations to improve its visibility—primarily by building long-term trust.
A professional SEO audit includes: (Phase II)
Commercial Performance Metrics
Information about the company, organization, or entrepreneur / Contact information and details, readability of the name and domain (memorability)
Advertisements on the website, banners, pop-up windows, full-screen ads, discounts, and promotions / The authenticity and quality of product photos, the quality of the illustrations, and their commercial value
Product range, product details, reviews, and other additional information to boost conversion rates / Shipping, customer support, warranties, and consultation; Checking the quality of customer support (if available) and the speed of responses to inquiries
Variety of content: text, images, videos, documents, spreadsheets, presentations, infographics, illustrations, and diagrams
Integration with Search Engines and Their Trust
Verification of information for search engines – authority / Site age, absence of penalties, and regional focus
Issues with duplicate URLs (multiple domains with identical content) – website mirrors on the Internet / Redirects are set up correctly (with and without www / from and to http-https or vice versa)
Differences in the Quality and Quantity of Search Engine Results (Indexing Analysis) / Presence of Technical Pages in Search Results
Assessment of search engine visibility and check for potential filters, penalties on the website, and resource bans / Traffic trends (daily, weekly, monthly, seasonal)
Inbound and Outbound Links
Inbound links with positive and negative content / The site’s presence in authoritative directories and business resources
Analysis of Referring Sites and Link Quality, Trends in Ranking Increases or Decreases / External Optimization Factors
What is the quality of the outbound links on these sites? / Are there any broken links?
Links Between Pages / User Queries and Promotion
Comparison of actual results with target results, and examples of “what to focus on” for better optimization (based on competitors)
Proper prioritization, link distribution / Functionality of all site menus
Analysis of Section Structure and Page Hierarchy / Creating Navigation Paths on the Website (Conversion Paths)
Studying how customers perceive the specifics of our business / Comparing this with the queries being promoted
Social Factors and Social Media Integration / Website Behavior
Social media “Like” and “Share” buttons / “Follow” buttons for social media groups
History of Social Impact and Evaluation of Efforts in This Area / Trends and Opportunities for Improvement
Inaccurate information and negative factors in completed profiles / Keeping the information up to date and current
Analyzing Entry and Exit Points / Conversions and Uncompleted Goal Actions (Assessing Goal Accuracy)
Website behavior (time spent, engagement, relevance of pages to search queries) / Duplicate content from embedded feeds (social media posts)
A website audit is an in-depth analysis of a website aimed at improving it for marketing purposes and building the brand to enhance customer perception.
The website audit consists of: (Phase III)
Usability Analysis
Page Load Speed on Different Devices and Display Issues / Website Responsiveness and Element Layout for Small Screens
Involvement of external experts: User-friendliness—intuitive clarity and simplicity / Ease of use of the catalog, clarity of sections, sorting and filtering options / Speed of access to important information, services, and products / Completeness of page content (low-content and uninformative pages), ease of placing an order
General Issues: Grammar and spelling in texts, extraneous characters, special characters, and other symbols / Analysis of the news section, blog, promotions, offers, and more / Design consistency, distractions, technical correctness of links between pages / Color contrast of text, blocks, and elements. Font readability, unnecessary elements, missing important functionality / Clarity of anchor text in links / Excessive repetition of elements, unnecessary technical solutions that lack consistency, superfluous details
Marketing Audit
Independent evaluation of the finished product or service as a “package” / Evaluation of the company’s efforts to understand customer needs and its compliance with those needs
Compliance with key marketing principles; no obvious issues / Brand development, service promotion, factors contributing to the service’s uniqueness / Timing of news, information, and other content, and the professionalism reflected in them / Ease of filling out forms and subscribing to newsletters or updates
Positioning of the team, specialist, or service / SWOT analysis and marketing plan—if these were prepared, were they followed during development (this is not an analysis of the quality of the documents themselves—they are assumed to be correct, but rather their overall consistency online—a comprehensive online presence beyond just the website)
Lack of a key focus, product, or benefits; presence of a USP / Appeal and effectiveness of email marketing (tracking actions); effectiveness for the website; clarity and user-friendliness of flyers or brochures
Competitor Analysis / Customer Research
Analyzing the specifics of the business / Strengths and weaknesses of direct competitors—limited to an analysis of their activities, tools, and traffic sources (not the development of a marketing plan)
Indirect industry competitors, best marketing strategies for the product (service) / Effectiveness of contextual advertising on Google and Yandex for your website and your competitors’ websites (finding the best value for money to outperform competitors)
Comparison of a Client’s Resources to Those of Competitors (Overlapping Queries) / The Effectiveness of Contextual Advertising on Google and Yandex for Your Website and Your Competitors’ Websites
Potential Customers (Analysis of the Current State of Customer Acquisition and New Approaches Tailored to Specific Needs) / Analysis of Methods and the Quality of Customer Service
The site’s history and reputation, untapped potential
Overall online reputation (as an employer, as a supplier, as a service provider) / Authenticity of reviews, assessment of credibility
Opportunities for Improvement and Enhancement / Hidden Issues and Shortcomings of a Business Website
Best Practices (Based on Insights from Industry Leaders) – Additional / Missed Opportunities and In-Depth Analysis of the Individual Metrics and Goals That Matter Most to You
Other solutions that can be tailored to the client’s specific needs (examples of effective page titles related to the business’s field of activity, best practices for page descriptions)
It is easy to see the connections between the individual points—this is necessary for examining them from different perspectives.
LET ME REPEAT: Not all of the points listed above will be covered in the report for your website, but I will definitely review them all. This is because in the report, I focus only on the key metrics and changes that will have a tangible impact on your business within the context of this specific project. Only practical and meaningful results for implementation on the website.
I use professional tools and hands-on techniques, systematic website promotion skills—as if I were doing it for myself—and the expertise of leading SEO and marketing specialists. This will help you avoid future risks, optimize costs, focus on what matters most, establish a clear strategy for outcompeting rivals, and build trust and strengthen your market position. My fundamental knowledge in this field allows me not only to identify key metrics but also to analyze their sources and draw conclusions about the next steps.
Here’s what you’ll get: ways to increase your website’s conversion rate, improve behavioral factors, ready-made solutions tailored to the goals we’ll discuss, along with a step-by-step optimization process, and a consultation based on the results.
