# 24-Hour Website Audit Checklist (Editable Source)

Working copy for Google Docs/Notion/Figma handoff. Keep item IDs stable when editing.

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## First impressions & clarity

### audit-clarity-01 - Headline clearly states audience + outcome

**Why it matters**  
Unclear positioning increases bounce and lowers qualified lead intent.

**Evidence to capture**  
Homepage hero screenshot and one-sentence interpretation from a neutral reviewer.

**Fix bucket**  
Quick win

### audit-clarity-02 - Primary CTA appears above the fold

**Why it matters**  
If visitors must hunt for next action, conversion intent drops quickly.

**Evidence to capture**  
Desktop and mobile screenshots showing first viewport and CTA visibility.

**Fix bucket**  
Quick win

### audit-clarity-03 - Navigation labels match buyer language

**Why it matters**  
Ambiguous menu wording creates friction and poor task completion.

**Evidence to capture**  
Top-nav screenshot plus notes on any label that requires internal context.

**Fix bucket**  
Strategic

### audit-clarity-04 - Above-the-fold copy passes a 5-second test

**Why it matters**  
First impressions determine whether users continue exploring the site.

**Evidence to capture**  
5-second test notes from 2 reviewers: what the company does and next step.

**Fix bucket**  
Investigate

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## Trust & credibility

### audit-trust-01 - Visible social proof (logos, testimonials, outcomes)

**Why it matters**  
Proof reduces perceived risk and supports premium positioning.

**Evidence to capture**  
Screenshots of proof modules and any pages missing proof near CTA.

**Fix bucket**  
Quick win

### audit-trust-02 - About/team information is present and current

**Why it matters**  
Anonymous brands underperform when service delivery depends on trust.

**Evidence to capture**  
Team/About page screenshots and list of outdated names, roles, or headshots.

**Fix bucket**  
Quick win

### audit-trust-03 - Contact pathways are clear and reachable

**Why it matters**  
Hidden or broken contact options signal low reliability.

**Evidence to capture**  
Click path notes for phone/email/contact form from homepage and footer.

**Fix bucket**  
Quick win

### audit-trust-04 - Policy pages exist and are discoverable

**Why it matters**  
Missing legal pages can block enterprise buyers and ad channel approvals.

**Evidence to capture**  
Footer screenshot and URL list for Privacy, Terms, and related policies.

**Fix bucket**  
Strategic

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## Conversion paths

### audit-conv-01 - Each core page has one primary conversion goal

**Why it matters**  
Competing CTA options dilute intent and lower total conversions.

**Evidence to capture**  
CTA inventory by page template with a note on conflicting actions.

**Fix bucket**  
Strategic

### audit-conv-02 - Forms request only necessary fields

**Why it matters**  
Every extra required field can increase abandonment.

**Evidence to capture**  
Form screenshots with required-field counts and drop-off observations.

**Fix bucket**  
Quick win

### audit-conv-03 - Thank-you pages confirm success and next step

**Why it matters**  
Unclear post-submit states create doubt and missed follow-through actions.

**Evidence to capture**  
Post-submit screenshots and message copy for each major form flow.

**Fix bucket**  
Quick win

### audit-conv-04 - Primary booking/contact flow completes without errors

**Why it matters**  
Broken conversion flows directly impact pipeline and revenue.

**Evidence to capture**  
End-to-end test notes including timestamp, input data, and any failure points.

**Fix bucket**  
Investigate

---

## Mobile & UX

### audit-mobile-01 - Primary CTA remains visible on mobile key pages

**Why it matters**  
Mobile users are less patient; hidden CTA blocks action.

**Evidence to capture**  
Mobile viewport screenshots for homepage, services, and contact pages.

**Fix bucket**  
Quick win

### audit-mobile-02 - Tap targets and spacing are finger-friendly

**Why it matters**  
Small targets increase misclicks and form/task abandonment.

**Evidence to capture**  
Screenshots highlighting tight buttons/links and any accidental tap behavior.

**Fix bucket**  
Quick win

### audit-mobile-03 - Text is readable without zooming

**Why it matters**  
Poor readability reduces comprehension and trust.

**Evidence to capture**  
Screenshots of body copy and forms at default zoom across 2 device sizes.

**Fix bucket**  
Quick win

### audit-mobile-04 - Menus, accordions, and modals work smoothly on touch

**Why it matters**  
Interaction bugs on mobile often block users from core paths.

**Evidence to capture**  
Screen recording showing open/close behavior and any stuck states.

**Fix bucket**  
Investigate

---

## Content & SEO surface

### audit-seo-01 - Page titles are unique on primary money pages

**Why it matters**  
Duplicate titles weaken relevance signals and confuse search snippets.

**Evidence to capture**  
Title tag list for homepage + top landing pages.

**Fix bucket**  
Quick win

### audit-seo-02 - Heading structure is logical (h1-h3)

**Why it matters**  
Clear heading hierarchy improves scanability and content comprehension.

**Evidence to capture**  
Heading outline screenshots from representative templates.

**Fix bucket**  
Quick win

### audit-seo-03 - Thin or outdated high-intent pages are identified

**Why it matters**  
Weak core pages lower both conversion and search performance.

**Evidence to capture**  
List of priority URLs with short notes on missing depth or stale offers.

**Fix bucket**  
Strategic

### audit-seo-04 - Internal links support key service journeys

**Why it matters**  
Weak internal linking strands users and search crawlers.

**Evidence to capture**  
Click-path map from blog/resource pages to service or contact pages.

**Fix bucket**  
Strategic

---

## Performance signals

### audit-perf-01 - Homepage mobile performance snapshot captured

**Why it matters**  
A baseline is required to prioritize and validate fixes.

**Evidence to capture**  
Lighthouse or PageSpeed screenshot with timestamp and URL.

**Fix bucket**  
Investigate

### audit-perf-02 - Largest media assets are compressed and right-sized

**Why it matters**  
Oversized media is one of the fastest ways to improve load speed.

**Evidence to capture**  
Network panel rows for heavy image/video assets and byte size notes.

**Fix bucket**  
Quick win

### audit-perf-03 - Third-party scripts are justified and not excessive

**Why it matters**  
Unmanaged tags often create hidden latency and instability.

**Evidence to capture**  
List of third-party scripts with owner and business purpose.

**Fix bucket**  
Strategic

### audit-perf-04 - No obvious layout shifts on load and scroll

**Why it matters**  
Visual instability erodes trust and hurts completion of forms/CTAs.

**Evidence to capture**  
Screen recording of initial load and first-scroll behavior on mobile + desktop.

**Fix bucket**  
Investigate

---

## Analytics & measurement

### audit-analytics-01 - Primary conversion events are defined and documented

**Why it matters**  
Without a shared event map, optimization decisions become opinion-driven.

**Evidence to capture**  
Event list for lead-form submit, booked call, and other key conversions.

**Fix bucket**  
Strategic

### audit-analytics-02 - Core events fire on production-like environment

**Why it matters**  
Broken tracking hides wins and masks funnel leaks.

**Evidence to capture**  
Debug screenshots showing event names and parameters firing successfully.

**Fix bucket**  
Investigate

### audit-analytics-03 - UTM/source attribution persists into lead records

**Why it matters**  
Attribution quality determines channel-level ROI decisions.

**Evidence to capture**  
Sample lead records with source/medium/campaign values after submission.

**Fix bucket**  
Investigate

### audit-analytics-04 - Dashboard/report cadence is clear for stakeholders

**Why it matters**  
Data only creates value when teams review it consistently.

**Evidence to capture**  
Reporting owner, review frequency, and dashboard URL/location note.

**Fix bucket**  
Strategic

---

## Integrations

### audit-int-01 - Form submissions create expected CRM records

**Why it matters**  
Lead capture failures directly reduce qualified pipeline.

**Evidence to capture**  
Submission timestamp and matching CRM record screenshot.

**Fix bucket**  
Investigate

### audit-int-02 - Auto-replies/notifications trigger as intended

**Why it matters**  
Delayed or missing follow-up lowers conversion from warm leads.

**Evidence to capture**  
Inbox or Slack screenshot of internal/external notifications from test submit.

**Fix bucket**  
Quick win

### audit-int-03 - Chat, calendar, and booking embeds load correctly

**Why it matters**  
Broken embeds create invisible blockers in revenue-critical flows.

**Evidence to capture**  
Screenshots or short recording of embed load and successful interaction.

**Fix bucket**  
Investigate

### audit-int-04 - Pixel/tag integrations load per consent policy

**Why it matters**  
Improper firing creates compliance risk and polluted analytics.

**Evidence to capture**  
Network comparison between accepted and declined consent states.

**Fix bucket**  
Strategic