Our audit process

How We Audit Your Site

Before we propose a package, we check your site across 4 areas so our advice rests on what we measured. It's the homework behind every Starter, Growth and Custom engagement. Below, you can see exactly what each check looks at and how it's scored.

Note: we’re rebuilding the scan so every score comes from a measurement, never a guess. Until it’s back, we run these checks with you on a call.

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Browse real audit results in the scan gallery →

The audit in three steps

1

You share your website address

Put your site's address on the booking form, or tell us on the call. We take it from there.

2

We fetch and check your site

Our scanner loads your homepage, reads the HTML, checks your server setup, asks Google's PageSpeed API how fast the page is, and runs each check on this page.

3

You get a score and a fix list

You get an overall score out of 100, a breakdown across the 4 pillars, and a list of fixes in priority order, each with how much work it takes. We quote the work before we start.

How the score is worked out

Each check scores 0-100. A pillar's score is the average of its checks. Your overall score blends the four pillars, weighted as shown here.

⚡

Technical

30%

🎯

Conversion

25%

🔍

SEO

25%

🧩

Alignment

20%

90-100 Excellent 70-89 Good 50-69 Needs Work 0-49 Critical

⚡

Technical Performance

Is your site fast, secure, and mobile-ready? This pillar measures the foundation.

Page Speed (Mobile + Desktop)

2 checks

We call Google's PageSpeed Insights API to measure your Core Web Vitals: Largest Contentful Paint (LCP), Cumulative Layout Shift (CLS), First Contentful Paint (FCP), Speed Index, and Total Blocking Time (TBT). Both mobile and desktop strategies are tested separately.

Why it matters: Google uses page speed as a ranking factor. On a phone, a slow page often gets closed before it finishes loading.

Mobile Responsiveness

1 check

We fetch your page with a mobile User-Agent and look for: viewport meta tag, device-width configuration, CSS media queries (both inline and in linked stylesheets), and mobile web app meta tags. We cross-reference with PageSpeed mobile data when available.

Why it matters: Most people will see your site on a phone first, and Google ranks the mobile version. If your site isn't responsive, most of your audience has a hard time using it.

SSL Certificate & HTTPS

1 check

We connect to your server via SSL/TLS, capture the peer certificate, parse expiry dates and issuer, and check how many days remain. We also test whether HTTP requests properly redirect to HTTPS.

Why it matters: Browsers flag non-HTTPS sites as "Not Secure". That kills trust fast. An expired SSL certificate breaks your site entirely, and HTTPS is a ranking signal for Google.

Security Headers

1 check

We check your HTTP response headers for 6 critical security headers: X-Frame-Options, X-Content-Type-Options, X-XSS-Protection, Strict-Transport-Security (HSTS), Content-Security-Policy (CSP), and Referrer-Policy.

Why it matters: Missing security headers leave your site vulnerable to clickjacking, XSS attacks, and data theft. They take minutes to configure but protect against some of the most common web attacks.

Broken Links

1 check

We parse all internal links from your page (up to 20), then send a HEAD request to each one checking for 4xx/5xx error codes. Only internal links (same domain) are checked to keep the scan fast.

Why it matters: Broken links frustrate visitors and signal poor maintenance to search engines. They directly hurt your SEO rankings and create dead ends in your conversion funnel.

🎯

Conversion Architecture

Is your site turning visitors into leads? This pillar measures your ability to capture attention and drive action.

Hero Section Clarity

1 check

We use DOM analysis to locate your hero section (checking for common patterns like .hero, .banner, .jumbotron, or the first section after nav). We verify it contains a clear headline (H1/H2), descriptive text, and a call-to-action button.

Why it matters: Your hero section is the first thing visitors see. You have a few seconds to say what you do, who it's for, and what to do next. Without all three elements, visitors bounce.

CTA Density & Quality

1 check

We scan for all button-like elements (buttons, .btn, .cta classes, submit inputs) and check their text against action words like "get started," "book," "sign up," "contact," "download," and more. We count total CTAs and how many use compelling action language.

Why it matters: CTAs are the bridges between browsing and buying. A visitor who can't see what to do next usually does nothing.

Lead Magnet Presence

1 check

We look for email input fields, forms, and keywords related to lead capture (newsletter, subscribe, download, ebook, free). We also detect popup/modal forms that might serve as lead magnets.

Why it matters: Most visitors aren't ready to buy on their first visit. Email capture lets you stay in touch and nurture them until they are. No lead magnet means you're letting warm leads walk away.

Contact Accessibility

1 check

We check for multiple contact methods: phone numbers (including tel: links), email links (mailto:), contact page links, and live chat widgets (Intercom, Drift, Crisp, Zendesk, Tawk, HubSpot, FreshChat, LiveChat).

Why it matters: Different customers prefer different contact methods. Offering more than one way to reach you (phone, email, text) means more people actually do. If you're hard to reach, your competitors aren't.

🔍

SEO & Visibility

Can search engines find and understand your site? This pillar measures your discoverability.

Meta Tags & Title

1 check

We inspect your title tag (ideal: 30-60 characters), meta description (ideal: 120-160 characters), and canonical URL. These are the most fundamental SEO elements that control how your site appears in search results.

Why it matters: Your title and description are your search result ad copy. They directly affect click-through rates. If they're missing or badly sized, Google may write its own, and that copy won't sell your business.

Heading Structure

1 check

We verify your page has exactly one H1 tag with meaningful content, that H2 headings are present, and that the hierarchy is logical (H1 > H2 > H3, no skipped levels).

Why it matters: Headings tell search engines what your page is about. A clear hierarchy helps Google understand your content structure, improving your chances of ranking for relevant keywords.

Image Alt Text

1 check

We count every image on your page and check what percentage have meaningful alt text attributes. We flag specific images that are missing alt text.

Why it matters: Alt text serves double duty: it makes your site accessible to screen readers and it helps search engines index your images.

Open Graph & Social Tags

1 check

We check for 5 Open Graph tags (og:title, og:description, og:image, og:url, og:type) and 4 Twitter Card tags (twitter:card, twitter:title, twitter:description, twitter:image).

Why it matters: When someone shares your link on social media, these tags control the preview. Without them, your shares look broken: a plain URL with no image or description.

Robots.txt & Sitemap

1 check

We fetch your /robots.txt file, verify it's properly formatted with User-Agent directives, and check whether it references an XML sitemap.

Why it matters: Robots.txt tells search engines what to crawl. A sitemap gives them a roadmap of your content. Together, they help Google find and index the pages that matter.

Structured Data

1 check

We detect JSON-LD blocks and microdata elements, identifying schema types like Organization, LocalBusiness, Product, and more. JSON-LD is the preferred format for structured data markup.

Why it matters: Structured data enables rich results in Google — star ratings, FAQ dropdowns, business hours, pricing. Those listings stand out next to plain ones.

🧩

System Alignment

Does your digital presence match your real-world business? This pillar measures coherence across all channels.

Brand Consistency

1 check

We extract all colors and font families from your page and analyze consistency: Is there a dominant brand color used 3+ times? Are you using 3 or fewer font families? Is a logo present in the navigation or header area?

Why it matters: When colors, fonts, and logos are scattered or inconsistent, it signals unprofessionalism and erodes trust before visitors even read your content.

Digital-Physical Bridge

1 check

We look for physical address patterns, Google Maps integrations (embeds and links), phone numbers (including clickable tel: links), business hours or schedule information, and location-related schema markup (LocalBusiness, Organization).

Why it matters: For local businesses, the connection between your website and your physical location is critical. Google's local pack (the map results) relies on consistent NAP (Name, Address, Phone) data. Missing location data means missing local customers.

Social & Contact Sync

1 check

We scan all outbound links for social media profiles across 8 platforms (Facebook, X/Twitter, Instagram, LinkedIn, YouTube, TikTok, Pinterest, GitHub) and verify that your footer contains contact information (email, phone, or contact links).

Why it matters: Social proof and cross-platform presence build trust. Sites linking to 3+ social profiles appear more established and credible. Footer contact info ensures visitors can always find you, no matter where they are on your site.

What you get after the audit

The results tell you what to fix first.

A fix list in priority order

Each failed check points to a specific fix, ranked by impact, so you can see what to tackle first.

Prices up front

A single landing page is our Starter at $500; a full 5–7 page site is Growth at $2,500. Bigger jobs are quoted after a call. See full pricing →

Talk it through with a person

Prefer to talk it through? Book a free call with Tyrone to go over your results and plan next steps.

Your next step

The audit happens once you're in. Pick a package and we kick off within 48 hours, or book a call to scope a custom engagement. Want to see what a finished audit looks like first? Browse the scan gallery.

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