How to Do a Website Audit in 5 Simple Steps

Begin with a glassboxs inventory of domains and alignment to establish a baseline before you address any issues. This concrete map lets you quantify error rates and set a target for improvement times.

Phase 1: discovery and scope – perform an incognito crawl of the top 5 domains, collecting 100–200 URLs per domain and listing every issue (404s, server errors, missing meta tags). Prioritize addressing critical errors first and define intended outcomes for each URL group.

Phase 2: performance and alignment – measure load times, core web vitals, and accessibility signals across devices. Target better times: LCP under 2.5s, CLS under 0.1, and TTI under 5s on at least 75% of pages to improve user experience. Document deviations and learned from them to inform fixes.

Phase 3: content, targeting, and practices – audit headlines, copy length, and image usage to ensure the intended audience sees consistent value. Addressing issues promptly with clear practices helps avoid repeated errors and improves signals. Ensure accessible structure and scannable formatting for better readability.

Phase 4 and 5: fixing and verification & governance – implement fixes in a staged plan, focusing on the most impactful domains first. Re-run incognito checks, compare before/after metrics, and lock gains with ongoing practices and a monthly cadence to learn and improve. only continue changes that demonstrate measurable better performance and alignment. Set ownership, deadlines, and a dashboard to sustain discipline.

Five-Step Website Audit Roadmap

1. Phase 1: Discovery and Benchmarking

   • Recommendation: map the stuck pages, flag high-priority issues on the top 5 landing entries, and pull impression data from analytics tools; run a Lighthouse test to establish a baseline for pagespeed and core web vitals; ensure contentful CMS fields are placed to reflect canonical and brand signals across pages; set a priority list to address first.
   • Targets: mobile pagespeed <= 2.5s (LCP), desktop <= 2.0s; 90th percentile targets; indexability rate of at least 95% for core pages.

2. Phase 2: Technical Health and Index Coverage

   • Crawl the site with an automation tool; verify robots.txt, sitemap.xml, canonical decisions, and redirects; fix broken redirects and 404s; placed signals should ensure only useful pages are crawled; monitor index status and impression trends in Search Console, quietly tracking drift over 14 days, without downtime.

3. Phase 3: On-Page Quality and UX

   • Review title tags, meta descriptions, and H1s to align with brand voice and user intent; ensure all buttons are accessible, labeled, and placed for visibility; optimize images with alt attributes and modern formats; strengthen internal linking to reduce orphaned pages and help content become more discoverable; enhance layout and readability to boost engagement.

4. Phase 4: Performance and Accessibility

   • Run pagespeed and accessibility tests; target a pagespeed score > 80 on desktop and > 70 on mobile; address LCP, CLS, and TTI by eliminating render-blocking resources, compressing assets, and enabling font-display swap; ensure color contrast and keyboard navigation meet accessibility criteria; measure effectively by improved user paths and lower bounce.

5. Phase 5: Execution Planning and Measurement

   • Prioritize fixes by impact and effort; create an execution backlog with owners, deadlines, and budget estimates; lets the team begin with quick wins to deliver visible improvements within two weeks; track progress via a dashboard showing pagespeed, index, and impression trends; lets you see how contentful updates become a stronger brand presence and engagement; every milestone should become a learning loop to continuously improve.

Set clear goals and define success metrics

Recommendation: Define 3 concrete goals with numeric targets and a fixed 90-day deadline, then assign an owner and a data source for each. This approach keeps the work focused and prevents scope creep, based on what matters most for the user and the business.

Align goals with customer outcomes. Each goal should be rooted in customer value: improve visibility for top queries, reduce friction on key pages, and lift conversions. Link every metric to a business outcome: traffic, crawl coverage, index status, load time, and engagement. Ensure every metric is placed in a simple matrix: goal → metric → owner → target. Tailor the targets to the biggest opportunities against engines and queries.

Baseline and data sources: Run a crawling pass to capture health signals, count issues by files, and establish baseline values for each metric. Use semrush to identify top queries and their intent. Pull user metrics from analytics and combine with file-level findings to form a consolidated view, ensuring the data has been placed in a single, accessible format.

Targets and thresholds: Set clear thresholds for the biggest levers. Examples: organic traffic up 15–25% in 90 days; crawl coverage 98–99%; 4xx errors under 0.5% of all files; average load time on key pages under 2.5 seconds; bounce rate on top pages down 10% or more. Include a corrective fix measure to prevent regressions and mark changes as impactful when they deliver measurable gains.

Tracking and accountability: Establish a weekly check and a monthly deep dive. Place ownership on a named person and a date for review. Store data where teams can access (GA4, server logs, semrush project, crawling reports). Use a lightweight report that highlights progress against goals and any fixes needed to keep work aligned with plan.

Actionable execution notes: When gaps appear, fix quickly by prioritizing changes that affect the biggest impact. For example, fixing broken internal links (placed in the sitemap and crawling results) or addressing critical 4xx and 5xx. Verify changes by re-running crawling and checking that queries show improvements; ensure the status of files becomes correct and prevent new issues from being placed.

Crawl the site and build a comprehensive URL map

Run a full crawl and placed every discovered URL into a master map. Include fields: URL, status code, last modified, canonical tag, content type, internal links, and anchor text to achieve a precise overview of crawlability.

Choose a tool that collects various data points across aspects such as response codes, redirect chains, page depth, href attributes, and hreflang signals; ensure it can export clean CSV or JSON that fits your CMS, whether you use Contentful or another stack.

Group URLs into categories such as pages, product or service pages, blog posts, help articles, and category listings; this clarifies where each piece sits in user paths and supports a content strategy.

Color-code the map: green for 200 OK and healthy redirects, orange for 4xx/5xx, and blue for blocks from robots.txt or meta noindex; colors allow quick assessment at a glance.

Review server response behavior and crawlability flags; watch for blocked resources, missing canonical tags, and noncanonical duplicates; fix issues to improve exposure.

Identify newer content versus evergreen assets; mark items that need refresh to meet customer wants and to match your voice; this helps prioritize updates.

Use the map to guide content decisions: choose pages to upgrade, prune duplicates, and consolidate similar topics; this has been proven to boost discovery and engagement.

Deliverables: a CSV/JSON export and a visual grid; provide a two-layer map that shows live URLs and published vs newer items. This will help teams plan changes and measure effectiveness.

Maintenance: schedule monthly crawls, keep yourself aligned with data, and update the map; this supports ongoing crawlability and better response for customers.

Check accessibility, indexing, and crawlability

Validate accessibility now using WCAG 2.1 AA checks and fix the top five issues within 48 hours to prevent user delays and improve usability for such as screen-reader users. Act early on issues on the site to prevent delays and ensure a smoother experience for users.

Accessibility: verify keyboard navigation, focus visibility, and ARIA labeling. Run automated checks (Lighthouse, axe) and perform manual testing. Ensure color contrast > 4.5:1 on primary elements. Add alt text to images and descriptive labels to form fields. Maintain a logical tab order; all interactive elements should be reachable by keyboard. Track results and begin addressing issues in batches of five to prevent bottlenecks.

Indexing: generate a clean sitemap.xml and submit to Google Search Console and Semrush; ensure robots.txt doesn’t block essential paths; check canonical tags to prevent duplicate content; use noindex only on pages you want excluded. Monitor indexing statuses and fix pages that show not indexed or delays; set up email alerts for critical changes. Compare with competitors to identify gaps.

Crawlability: review robots.txt, internal linking, and XML sitemaps; fix 404s and redirect chains; ensure a reasonable crawl budget by focusing on high-value pages. Monitor server response times and security issues that block crawlers; dive into server logs to identify patterns and such; fix mixed content warnings.

Summaries are shared via email to stakeholders and stored in a focused dashboard. This aligns standards across such websites and helps you beat competitors by fixing gaps in accessibility, indexing, and crawlability.

Evaluate content quality, on-page SEO, and internal links

Run a data-driven page-by-page evaluation focused on content quality, on-page signals, and internal links to identify gaps and quick wins. Record findings and assign owners to auditing tasks.

Content quality: assess accuracy, depth, originality, and usefulness for the visitor. Build a data-driven score per page (0-100) using signals such as average time on page, scroll depth, return visits, and conversions. Verify key claims against источник data from credible sources and include reference links.

On-page SEO: check title tags and meta descriptions lengths (50-60 chars for titles, 150-160 for descriptions), ensure a clean header structure (H1 followed by H2–H6), descriptive image alt text, and readable URLs. Use canonical tags for duplicates and implement schema markup where relevant. Compress heavy media to improve loading times and user experience for google and other engines.

Internal links: map crawl depth and fix orphan pages; ensure each important page has multiple in-content and navigational links; use descriptive anchor text that reflects the target page goals; establish internal linking rules that support site efforts; avoid broken links and redirect chains.

Tools and data sources: rely on google analytics, google search console, and a crawler to extract on-page data; cross-check with server logs; assess impressions, click-through rate, bounce rate, and time on site. Recordings of user sessions can tell where blocks occur. Experts review findings to validate conclusions.

Output and plan: deliver a concise recommendation for each page or group, with concrete actions, owners, and deadlines; tie changes to goals; set a simple measurement plan to show impact on engines rankings and visitor engagement; provide a clear источник and data trail for accountability.

Prioritize issues and outline a practical action plan

Start with one concrete directive: fix the top 20% of issues that affect conversion and satisfaction before addressing lower-impact gaps across the site. Build a four-tier priority grid (critical, high, medium, low) and map each issue to revenue impact, user risk, and WCAG compliance. Use google analytics and brightedge findings to anchor rankings and align with the client’s targets across industries. Focus on issues that harm intuitive navigation, readability, and form success rates.

Outline a practical plan to triage issues with a four-column matrix: impact, risk, effort, and reach. Prioritize pages with high customer intent, strong traffic, and essential workflows (checkout, search, pricing). Use relevance signals from markup and content quality to decide where to invest. When data shows a mismatch between search intent and on-page text, address gaps first.

Execute quick wins that compress resources and remove blocking scripts. Target LCP improvements by compressing images, minifying CSS/JS, enabling gzip/text compression, and deferring non-critical scripts. Clean markup, fix broken HTML, and validate alt text for images to improve WCAG alignment. Ensure semantic markup and structured data stay accurate to boost relevance and click-through.

Map longer-term optimizations using four levers: content relevance, markup quality, performance, and accessibility. Improve relevant internal linking and text updates to increase relevance; add or correct schema markup; implement lazy loading and compression for heavy assets; keep scripts defer if not essential. Use WCAG references to raise accessibility during updates.

Set a measurement cadence over the next two sprints: track core metrics in google analytics 4, monitor LCP/CLS/FID in real user monitoring, and verify improvements in search visibility via brightedge dashboards. Create a client-facing plan that shows before/after with a focus on gain in conversions and engagement. Use intuitive visuals that are easy to digest for client stakeholders across industries.

Document findings and hand off a plan with owners, timelines, and success criteria. Schedule biweekly reviews, keep the client informed, and give clear levers to teams for action. Prioritize fixes that affect customer journeys and page load across hundreds of pages; concentrate on high-impact pages over the site and ensure accessibility remains a constant with WCAG checks.