The 10 pillars of a complete website audit
- Traffic intelligence (10 checks) — is analytics installed, and are conversions actually measured?
- Retargeting (8 checks) — can you re-reach the visitors who leave without buying?
- Lead capture (16 checks) — forms, click-to-call, WhatsApp, live chat, clear calls-to-action.
- Trust & security (19 checks) — HTTPS, security headers, privacy policy, testimonials.
- Performance (18 checks) — load speed and Core Web Vitals on mobile.
- SEO foundations (18 checks) — titles, sitemaps, structured data, internal linking.
- AI search visibility (19 checks) — can ChatGPT, Gemini and Perplexity read, trust and cite you?
- Deep security (5 checks) — the less obvious configuration gaps.
- Conversion depth (5 checks) — pricing transparency, FAQs, social proof.
- Content & accessibility (5 checks) — readable, usable content on every device.
That's 123 checks in total. Every failed check should be explained in terms of what it's costing you — not just what's technically wrong.
Free vs. paid audits
Free tools are great for spotting obvious problems. A deeper audit adds context: which issues cost you the most leads, and in what order to fix them. At TheWebsiteAuditor.com the free scan runs 25 checks, Pro runs 60, and Elite runs all 123 with ongoing implementation support.
How often should you audit?
At least once a quarter, and after any redesign, platform migration or major content change — that's when tracking tags, redirects and schema most often break.
Frequently asked questions
What does a website audit check?
A complete audit checks analytics and tracking, retargeting, lead capture, trust and security, performance, SEO foundations, AI search visibility, conversion depth, and content and accessibility.
How many checks should a website audit include?
Enough to cover every stage from visit to enquiry. The Website Auditor's full framework runs 123 checks across 10 pillars; its free scan covers the 25 most important.
How often should I audit my website?
At least quarterly, and after any redesign, migration or major content update.
Is a free website audit enough?
A free audit is a good starting point for spotting obvious gaps. Prioritising fixes by business impact usually needs a deeper audit.