The 6-Part Website Audit Checklist for 2022 [Epic Google Sheet]

For even the babiest of internet sites, the checklist of issues that work collectively to make it tick is lengthy and complicatingly particular…

$1 off $8 Benadryl model tab kind purchased on a Wednesday provided that sunny

…like, say, a CVS receipt. But not like stated receipt the place you may take the additional bucks and go away the remaining, all the pieces in an internet site audit guidelines is essential (in order for you visitors and prospects).

Where do you even begin? To hold you from going insane, I’ve organized a whole web site audit into one epic guidelines with six clear-cut phases in this free Google Sheet template 🙌  .

This is the final web site audit guidelines you’ll ever want (at the least for some time). Let’s check out the way it’s organized.

Website audit desk of contents

Jump to:

Here’s your grasp web site audit guidelines

This website audit checklist spreadsheet helps every of the steps I cowl on this information.

Don’t fear, it’s separated into sanity-saving tabs within the sheet.

master website audit checklist template

See full-size picture | Go to sheet

Here are your web site audit instruments

So this query is faulty. No one instrument can do all of it, and on the finish of the day you’re going to want a mixture of instruments. This combine will rely on the scale of your web site and total audit objectives, however right here’s a normal checklist:

  • Your CMS: You’ll after all want entry to the backend of your web site (WordPress, Squarespace, and so on.) so you may test and modify metadata, HTML tags, hyperlinks, and the content material itself.
  • A cell machine: You’ll must do some handbook testing on this audit.
  • Google Analytics: This will enable you determine which pages to audit, based mostly on visitors and purpose efficiency. It may even be essential for gathering any search engine marketing metrics you wish to use, prioritizing motion gadgets, and measuring enhancements. (Google shows you how to connect your site to GA here. But in case you’re solely simply getting related now, off on the search engine marketing portion of the audit for a few month so that you may give Google time to gather information.)
  • Google Search Console: GSC is important for each the content material and technical search engine marketing audit. You’ll additionally want it for requesting pages for reindexing after you’ve fastened them, submitting sitemaps, and extra.
  • Page pace calculators: Google’s PageSpeed Insights and GTMetrix are nice.
  • Image compressor: is my go-to, however you may also want a gif compressor like
  • search engine marketing software program: If you’re going to take a look at deeper search engine marketing metrics like backlinks, aggressive data, and key phrase information, you’ll want a instrument like Ahrefs, Moz Pro, Screaming Frog, SEMrush, and so on. Some of those provide free trial variations or free providers for the primary 500 (or one thing) hyperlinks. You can be taught extra about these in my round-up of the most effective key phrase analysis instruments.
  • Accessibility audit instruments: For the sake of this audit, one thing like WAVE or ought to do the trick.
  • Website graders: Grader instruments provide somewhat extra steerage. With search engine marketing software program, you oftentimes must know what you’re wanting for and the way to make sense of the [copious amounts of] information and data. That’s not a foul factor, however for non SEOs, web site graders can simplify issues and inform you what the outcomes imply.

For instance, our free website grader lets you make sense of every merchandise within the report, with prioritized outcomes and an expandable “why this matters” and “how to fix this” tab for every component.

localiq online presence grader sample report

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

How to do an internet site audit with out going insane

You can do these so as, soar round, or combine and match.

  • Light web site audit
  • search engine marketing content material
  • Technical search engine marketing
  • Design/UX
  • Accessibility
  • Conversions
  • 1. The mild web site audit

    Let’s say your web site is a home and an individual jogging in your road wants to make use of the lavatory. Would they select your own home? Feel comfy? Have any hassle discovering or utilizing the lavatory? These are the sneakers to placed on for your mild web site audit.

    This audit has somewhat little bit of all the pieces from every of the next phases and applies them to simply the core pages of your web site (residence, about, merchandise/providers, pricing, contact, ec). It’s a pleasant warmup spherical, designed to catch any obtrusive errors or straightforward fixes you will get out of the best way first (and stop you from going insane).

    • Points of focus: apparent errors, first impression, accuracy of firm data, intuitiveness, model really feel.
    • Pages to audit: foremost navigation and footer pages; a pattern search outcomes web page, touchdown web page, and weblog submit; your 404 web page.
    • Tools wanted: your CMS, a cell machine.

    Light web site audit guidelines

    Remember to test these components on each desktop and cell, and in case you see any points, test to see in the event that they’re current on different browsers as nicely.

    light website audit checklist template

    • It’s instantly clear what business you’re in and what what you are promoting does.
    • Main navigation is intuitive.
    • Each web page has a name to motion.
    • Users can simply and shortly discover key data.
    • Each web page has a correct meta description and meta title.
    • Pages are clearly titled and data is organized.
    • Business data and photographs are correct and updated.
    • Photos and graphics of persons are inclusive and various.
    • Correct spelling and grammar.
    • Design components and model really feel is constant.
    • Pages are linked to one another.
    • Popups and reside chat show solely the place they need to.
    • Website copy is readable, pleasant, and clear.
    • Footer hyperlinks work, comprise social icons

    Light web site audit template

    Here’s what the sunshine web site audit tab seems like in your template. You’ll see the identical blue row repeat for the cell model of the audit.

    light website audit template checklist

    Go to the Google sheet (Note: this is similar hyperlink all through the submit, as each tab is in the identical sheet.)

    More assets to assist along with your mild web site audit

    2. search engine marketing content material audit

    Alright, now step out of your random runner reveals and into your appraiser sneakers. An appraiser determines the worth of a house based mostly on its situation, high quality, age, and extra. From an search engine marketing standpoint, each Google and customers are your appraisers, so that you’ll wish to have a Google shoe on one foot (Converse?) and a consumer shoe on the opposite (Crocs?).

    In literal communicate: Google desires to offer solely essentially the most correct and dependable search outcomes for its customers (experience, authority, and belief, or EAT). Your search engine marketing content material audit right here covers the standard and relevancy of your content material in addition to how nicely you convey each of these to Google.

    • Primary focus: key phrase focusing on, content material high quality, hyperlinks
    • Pages to audit: highest-trafficked pages/weblog posts; highest worth pages/posts, pages with vital visitors drops.
    • Tools wanted: CMS, Google Analytics, search engine marketing or key phrase analysis instrument, tinyPNG, Google Search Console (elective)

    search engine marketing content material audit guidelines

    how to do a website audit - seo content audit checklist

    • Traffic: natural visitors (to prioritize pages or evaluate date ranges and test for vital drops/will increase). See our search engine marketing metrics information.
    • On-page key phrase focusing on: key phrases within the meta title, meta description, H1, H2s, picture file names, alt textual content, and [not stuffed into the] physique content material. We present on-page search engine marketing assist right here.
    • Meta description and title: front-loaded with key phrases, inside character rely limits, optimized for natural CTR (compelling and reveals worth). See our posts for assist with meta descriptions and meta titles.
    • Images: no damaged photographs, file names comprise key phrase, alt textual content is descriptive and accommodates key phrase, photographs are compressed and correctly sized. Image search engine marketing information right here.
    • Quality: data is organized into clear sections, correct, updated, and thorough (not skinny?). More on high quality content material right here.
    • Links: Links work, web page is linked to from different related pages in your web site. Link-building ideas right here.
    • Backlink profile: Quantity/high quality of backlinks (GSC may give you some data on this, however an search engine marketing instrument provides you with deeper insights). Backlink ideas right here.

    search engine marketing content material audit template

    Here’s what the search engine marketing content material audit tab seems like in your template. Since search engine marketing content material optimizations are page-specific, the gadgets to test are horizontal as you’ll have an inventory of pages to audit. And you would possibly go insane in case you had 14 traces for every web page you must audit.

    how to do a website audit - seo content audit checklist template

    Go to the Google sheet (Note: this is similar hyperlink all through the submit, as each tab is in the identical sheet.)

    More assets for your search engine marketing content material audit

    3. Technical search engine marketing web site audit

    Not solely ought to your web site have high quality data and be reliable, but it surely additionally wants to offer that data shortly and securely and make it as straightforward as potential for crawlers to determine it as such. And to seek out your web site within the first place. This is the place the technical search engine marketing audit is available in.

    In our residence analogy, this includes your contractor (is the home structured proper?), plumbers and electricians (are wires and pipes related to one another and to exterior sources?), residence inspector (is the house protected and safe?), and let’s throw the USPS in there too (can they even discover your own home?).

    In different phrases, now it’s time to place each Google sneakers on, however not Converse this time. Work boots.

    • Points of focus: web site construction, pace, safety, and mobile-friendliness.
    • Pages to audit: the entire dang web site (then any downside pages that come up, and doubtlessly additionally your highest trafficked pages).
    • Tools wanted: Google Search Console, PageVelocity Insights, GTmetrix, Copyscape/Siteliner, search engine marketing instrument

    Technical search engine marketing audit guidelines

    • Indexation: all (and solely) meant pages are listed with out errors. Done by means of the GSC index coverage report. This will present you if you’ll want to make any changes to your sitemap and robots.txt recordsdata
      • Sitemap: (discover this by going to; consists of solely the pages you need Google to crawl, is correctly formatted in response to Sitemap protocol, follows Google’s general sitemap guidelines, and its file location is outlined in robots.txt. If you’ll want to make modifications, resubmit to Google by means of GSC sitemap report.
      • Robots.txt: (discover this by going to ); tells Google what pages to not crawl, is known as “Robots.txt,” has just one model, follows Google’s robots.txt guidelines, and consists of location of sitemap. If you make modifications to this file, you’ll must resubmit in response to directions out of your web site host.
    • Core Web Vitals: An specific rating issue that encompasses consumer expertise, web page pace, and cell friendliness. Audit your complete web site by means of the GSC Core Web Vitals Report. Run downside pages by means of Google PageSpeed Insights and Google Mobile-Friendly Test to determine fixes wanted. Once fastened, use GSC to validate fixes.
    • Security: Also a rating issue. Site HTTPS (vs HTTP)? You can get a free SSL certification from Lets Encrypt.
    • Links: make sure that any http/https and www variations of your web site handle all redirect to the https/www area; redirect or take away damaged hyperlinks;
    • Duplicate content material: use Siteliner or Copyscape to determine after which delete, redirect, or resolve with canonical tags
    • Site construction: flat structure (customers and crawlers can attain any web page in 4 clicks or much less); clear and arranged URL and inside linking construction

    Technical search engine marketing audit template

    Here’s what the technical search engine marketing audit tab seems like in your sheet. You’ll discover it’s a vertical checklist as a lot of the steps are site-wide. Although it’s possible you’ll wish to create a column or separate tab for scores and outcomes so you may benchmark and evaluate when you’ve made enhancements.

    View full-size picture

    how to do a website audit - technical seo audit checklist template

    Go to the Google sheet (Note: this is similar hyperlink all through the submit, as each tab is in the identical sheet.)

    Resources to assist along with your technical search engine marketing audit

    4. Design & consumer expertise web site audit

    For the following three phases of your web site audit, pack your luggage as a result of we’re going to guage our home as an Airbnb tenant. We’re not simply wanting and evaluating. We’re sleeping within the beds. Using the washer and dryer. Searching round for the spaghetti strainer.

    In web site audit communicate, this half covers the capabilities and feels of the web site for somebody doing greater than stopping in.

    • Focus: visuals, navigation, performance, notion.
    • Pages to audit: all of ’em, with specific give attention to foremost navigation pages, pages alongside your pink routes (frequent and demanding actions).
    • Tools: CMS, eyes, a cell machine.

    Design/UX web site audit guidelines

    • Navigation: navigation menu is intuitive, constant throughout pages, with literal labels; header brand hyperlinks to homepage; cell menu at the least 46px.
    • Functionality: pink routes freed from limitations; repetitive actions are easy.
    • Forms: clearly labeled, present errors in fields earlier than submission; completion give a hit message.
    • Text: Two sort households or much less; fonts readable in all varieties (all caps, italics, daring, and so on.); font sizes and kinds constant throughout the location.
    • Visual design: visible hierarchy clearly prioritizes a very powerful issues for a customer to know; components aside from shade convey which means, hierarchy, and performance; whitespace round essential components to focus consideration; clear distinction between foreground and background design components; web page layouts use present design patterns; web site has a favicon (so your brand reveals in browser tabs).
    • Perception: customers can determine your business and product/service instantly; can shortly intuit the place to seek out key data; can carry out key capabilities simply and shortly; buttons and hyperlinks make it clear the place clicking will take them; meant motion on every web page is obvious; model appear and feel is constant throughout the location.

    Design/UX web site audit template

    Here’s what the design/UX audit tab seems like in your web site audit template:

    how to do a website - design/ux audit template checklist

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


    5. Website accessibility audit

    Accessibility refers to making sure the information on your website can be consumed and understood by individuals with disabilities. For this website audit, we’re focusing on visual and hearing impairments, but a full accessibility audit should cover everything, including epilepsy, learning disabilities, cognitive impairments, and more.

    • Focus: visual and auditory accessibility.
    • Pages to audit: the whole shebang.
    • Tools: accessibility audit tools like WAVE or, cell machine.

    Website accessibility audit guidelines

    Note that and can present a full checklist of accessibility instruments and checklists. Here is our mild checklist (for madness prevention functions).

      • Text: HTML tags point out titles, headings, subheadings, lists, call-out textual content, and so on; physique textual content at the least 16px (ideally 18px) with distinction ratio of at the least 4:5:1; massive textual content at the least 24px; daring and linked textual content has distinction ratio of at the least 3:1; line spacing is at the least 1.5; anchor textual content is obvious and descriptive; textual content might be enlarged or made smaller
      • Image, video, audio: Images have detailed alt textual content, audio and video have subtitles or transcripts; customers can pause, mute, or exit auto-played content material; photographs of tables or textual content are accompanied by the precise tables and textual content.
      • Usability: Users can navigate and performance on the location with solely a keyboard; web page titles are clear and descriptive; menu order is similar all through the location; no deadlines imposed.

    Website accessibility template

    Here’s what the web site accessibility audit tab seems like in your template:

    how to do a website audit - website accessibility checklist

    Go to the Google sheet (Note: this is similar hyperlink all through the submit, as each tab is in the identical sheet.)

    More assets to tell your accessibility audit

    6. Website CRO audit

    Great information. You’ve made it to the ultimate stage.

    The BOTTOM of the CVS receipt. (The survey you’lll by no means fill out).


    This, coincidentally has to do with the underside of your funnel (nicely, all levels of it for that matter). Conversion fee optimization (CRO) is the set of practices designed to transform as many guests to your web site into prospects and certified leads. User expertise, web page pace, and data high quality influence CRO, which is why it’s essential to get the above audits taken care of first. But now it’s time to drill down even additional into the small print.

    • Points of focus: ease of use, model really feel, trustworthiness, automation.
    • Pages to audit: any web page with a CTA (so…all of them), however prioritize navigation pages, pink routes, prime touchdown pages, prime trafficked pages, excessive intent pages.
    • Tools: CRM and automation instruments, search engine marketing software program, cell machine.

    Website CRO audit guidelines

    There is MUCH extra to think about for an ecommerce web site, however (as a result of insane), listed below are the core components to hit:

    • CTA: distinguished CTA on homepage; CTA buttons appear to be buttons, stand out with shade distinction, dimension, whitespace, and directional cues; are above the fold; (CTA greatest practices right here).
    • Copywriting: CTA copy is descriptive, fascinating; web page copy is obvious, concise, conversatoinal, not too salesy, communicates worth and belief (right here’s the way to write copy that sells).
    • Page design: Not cluttered, nicely organized, sufficient whitespace, visually interesting.
    • search engine marketing: gated content material will not be listed, essential pages are optimized for content material and technical search engine marketing.
    • Landing pages: listed/not listed as meant; just one CTA; per previous advert or provide (touchdown web page greatest practices right here).
    • Forms: labeled clearly, organized, minimal fields, detect errors earlier than consumer hits submit; submission sends thanks message or optimized thanks web page, data syncs to CRM and different automation instruments, consumer receives provide.
    • Popups/chat: seem solely on pages meant.
    • Mobile: all the pieces capabilities on cell.

    Website CRO audit template

    Here’s what the CRO tab in your web site audit template seems like.

    how to do a website audit - conversion rate optimization checklist

    Go to the Google sheet (Note: this is similar hyperlink all through the submit, as each tab is in the identical sheet.)

    Additional CRO audit assets

    Get began with a free web site audit

    So hopefully you didn’t find yourself going insane. With these lists and templates in addition to what every merchandise means and the assets and tricks to handle them, you are actually nicely outfitted to do an internet site audit. As talked about above, it’s also possible to get a free web site audit with the LOCALiQ Online Presence Grader.

    To go to our free web site grader click here and get an instantaneous audit in your search engine marketing and on-line presence.