The 11-point website audit checklist.

Run your homepage through PageSpeed Insights. The Largest Contentful Paint on mobile should land under 1.5s. Anything over 2.5s is a ranking and conversion penalty Google is actively enforcing.

If anything shifts on the page after the initial paint — images without dimensions, web fonts swapping, late-loading ads — your CLS score will tank your rankings.

Each page needs a unique <title> under 60 characters and a meta description under 155 characters written for humans, not robots. Generic 'Welcome to [Company]' titles are an instant red flag.

LocalBusiness for service businesses, Service for each offering, FAQPage for FAQ sections, Article for blog posts. Validates in Schema.org's structured data tester without errors.

Sitemap includes every indexable URL. Robots.txt doesn't accidentally block important paths. Both submitted to Google Search Console.

One unmissable action — not five competing buttons. For local services, the phone number formatted as a button is almost always the right primary CTA.

Long generic forms convert 40% worse than short specific ones. Use conditional questions that only show fields based on what the user picked first.

Real photos of real people. Star rating + review count. Specific client logos. Years in business. Press mentions. Whatever signals trust for your audience.

Body text must hit 4.5:1 contrast ratio against background. Large text 3:1. Run the axe DevTools extension — every violation is also a UX issue.

Tab through your site. Every interactive element should be reachable, focus states visible, and the order should make sense. Run a screen reader on the homepage.

Server-side conversion tracking (GA4 measurement protocol or stape.io). CRM integration so closed-won is visible to the marketing dashboard. UTM discipline across every external link.