Website Performance Audit
Free Website
Performance Audit Template
A structured 50-point audit across 6 critical dimensions. Score your site, identify gaps, and prioritise the fixes that will move the needle on leads and revenue.
Overall score
0
out of 100
Speed & Performance
Core Web Vitals, load time, and technical efficiency
| Check | Rating (1–5) | Notes | |
|---|---|---|---|
Page load time (desktop) Target: under 2.5s. Test with Google PageSpeed Insights. |
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Mobile page speed score Target: 80+. Mobile now accounts for 60%+ of web traffic. |
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Largest Contentful Paint (LCP) Target: under 2.5s. Measures perceived load speed. |
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Cumulative Layout Shift (CLS) Target: under 0.1. Unexpected layout shifts hurt UX and SEO. |
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Image optimisation Images compressed, using modern formats (WebP/AVIF), lazy-loaded. |
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Caching & CDN Static assets served via CDN with proper cache-control headers. |
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JavaScript bundle size Unused JS removed. Bundle split and deferred where possible. |
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HTTPS & SSL certificate Valid SSL, HTTP → HTTPS redirects in place. No mixed content warnings. |
SEO & Discoverability
On-page SEO, metadata, and crawlability
| Check | Rating (1–5) | Notes | |
|---|---|---|---|
Title tags & meta descriptions Unique, keyword-rich title tags (50–60 chars) and meta descriptions (150–160 chars) on every page. |
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Heading hierarchy (H1–H3) One H1 per page. Logical H2/H3 structure with target keywords. |
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XML sitemap & robots.txt Sitemap submitted to Google Search Console. Robots.txt not blocking key pages. |
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Internal linking structure Key pages linked from homepage and navigation. No orphaned pages. |
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Image alt text All meaningful images have descriptive, keyword-relevant alt attributes. |
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Structured data / schema markup JSON-LD schema for Organisation, FAQ, Product, or Article where relevant. |
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Canonical tags Canonical URLs set to prevent duplicate content issues across paginated or filtered pages. |
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No broken links (4xx errors) Run a crawl (Screaming Frog, Ahrefs). All internal links resolve correctly. |
UX & Design
Usability, visual clarity, and mobile experience
| Check | Rating (1–5) | Notes | |
|---|---|---|---|
Mobile responsiveness Site renders correctly across all screen sizes. No horizontal scroll, no overlapping elements. |
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Navigation clarity Primary nav is intuitive. Users can reach any key page within 2 clicks from the homepage. |
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Typography & readability Body text ≥16px. Line height ≥1.5. Sufficient contrast (WCAG AA: 4.5:1 ratio). |
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Visual hierarchy on key pages The eye is guided naturally from headline → value prop → CTA. No visual clutter. |
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Form usability Forms have visible labels, error states, and inline validation. Minimal required fields. |
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404 page & error handling Custom 404 with navigation links. No dead ends that lose the visitor. |
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Accessibility basics Keyboard navigable. Skip links present. ARIA labels on interactive elements. |
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Brand consistency Consistent fonts, colors, and tone across all pages. No rogue legacy pages. |
Conversion & Lead Generation
CTAs, landing pages, and lead capture mechanisms
| Check | Rating (1–5) | Notes | |
|---|---|---|---|
Above-the-fold CTA Primary CTA visible without scrolling on desktop and mobile. One clear action. |
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CTA copy specificity "Start free trial" outperforms "Get started". CTAs say what happens next. |
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Social proof elements Testimonials, logos, review counts, or case study links near key CTAs. |
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Lead capture forms At least one opt-in mechanism per high-traffic page (demo, trial, lead magnet, newsletter). |
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Homepage value proposition clarity A new visitor should understand what you do, who it's for, and why it's different — in under 5 seconds. |
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Live chat or chatbot At least a chatbot or live chat widget on homepage and pricing page to capture intent. |
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Pricing page clarity Pricing clearly stated or a reason for "contact us" given. No dead ends. |
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Thank-you / confirmation pages Post-conversion pages offer a next step — upsell, share prompt, or resource — not a dead end. |
Analytics & Tracking
Data visibility, goal tracking, and reporting
| Check | Rating (1–5) | Notes | |
|---|---|---|---|
Google Analytics 4 (GA4) installed GA4 property set up with data stream connected. Not relying on Universal Analytics. |
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Conversion goals configured Form submissions, demo bookings, and purchases tracked as GA4 conversion events. |
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Google Search Console connected GSC property verified, sitemap submitted, impressions and click data flowing. |
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Heatmap / session recording tool Hotjar, Microsoft Clarity, or similar active on key pages to understand behaviour. |
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UTM parameter usage All paid, email, and social links tagged with UTM parameters for source attribution. |
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Regular reporting cadence Weekly or monthly dashboard reviewed by a decision-maker. KPIs defined and tracked. |
Security & Trust Signals
Compliance, credibility markers, and data protection
| Check | Rating (1–5) | Notes | |
|---|---|---|---|
Privacy policy & cookie consent Up-to-date privacy policy linked in footer. GDPR/CCPA-compliant cookie banner in place. |
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Trust badges on checkout/forms SSL badge, money-back guarantee, security seals near payment or lead capture forms. |
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CMS / plugin updates current WordPress, plugins, or platform dependencies are on latest stable versions. |
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Contact info visible & accurate Phone, email, or live chat easily findable. Physical address shown if B2B/local. |
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Spam & bot protection on forms reCAPTCHA, honeypot fields, or equivalent on all public-facing forms. |
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Terms of service page ToS linked in footer. Required for SaaS products, e-commerce, and apps. |
Scoring summary
Speed & Performance
0/40
SEO & Discovery
0/40
UX & Design
0/40
Conversion
0/40
Analytics
0/30
Security
0/30
Top priority actions
| # | Action item | Priority | Owner | Due date |
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