WEBSITE AUDITS THAT SHOW YOU EXACTLY WHERE YOU'RE LOSING TRAFFIC AND REVENUE

WHAT A WEBSITE AUDIT REVEALS

A comprehensive website audit—also called a site audit or SEO analysis—examines every factor affecting your site's ability to attract visitors, rank in search engines, and convert traffic into leads or sales. Whitehat's audit methodology covers six interconnected areas: technical infrastructure, on-page optimisation, content effectiveness, backlink profile, user experience, and AI search visibility. According to Ahrefs' 2024 research, 96.55% of pages receive zero organic traffic from Google—most commonly due to technical issues or content gaps that a proper audit would identify.

Unlike automated tools that generate generic reports, our audits prioritise findings by revenue impact. A broken canonical tag might be technically "critical" but irrelevant if the page generates no business value. We focus on fixes that will actually move your pipeline metrics.

The six pillars of a complete website audit:

• Technical SEO audit — Crawlability, indexation, Core Web Vitals, site architecture
• On-page SEO audit — Title tags, meta descriptions, header structure, internal linking
• Content audit — Topic coverage, keyword gaps, content quality, duplicate content
• Backlink audit — Link profile health, toxic links, authority gaps, competitor comparison
• UX and conversion audit — Mobile experience, page speed, conversion paths, friction points
• AI search visibility audit — Presence in ChatGPT, Perplexity, Google AI Overviews

Most businesses only audit one or two of these areas, typically technical SEO or backlinks. But search engine performance depends on all six working together. A technically perfect site with thin content won't rank. Great content on a slow site won't convert. Our integrated approach ensures nothing falls through the gaps.

TECHNICAL SEO AUDIT & SITE ANALYSIS

A technical SEO audit examines the infrastructure that determines whether search engines can crawl, index, and rank your website. Technical issues are often invisible to website owners but can completely prevent pages from appearing in search results. Google's 2024 documentation confirms that crawl budget, page experience signals, and proper indexation remain fundamental ranking factors.

Our technical SEO audit covers:

Crawlability and indexation

• Robots.txt configuration and crawl directives
• XML sitemap accuracy and submission status
• Canonical tag implementation
• Index coverage errors in Google Search Console
• Orphan pages and crawl depth issues
• JavaScript rendering and dynamic content visibility

Site architecture and internal linking

• URL structure and hierarchy
• Internal link distribution and equity flow
• Navigation structure and user pathways
• Breadcrumb implementation
• Faceted navigation handling (for e-commerce)

Core Web Vitals and page experience

• Largest Contentful Paint (LCP) — target under 2.5 seconds
• Interaction to Next Paint (INP) — target under 200ms
• Cumulative Layout Shift (CLS) — target under 0.1
• Mobile-first indexing compliance
• HTTPS security and mixed content issues

Structured data and schema markup

• Schema implementation and validation
• Rich snippet eligibility
• FAQ, How-To, and Article markup
• Local business and organisation schema

Technical issues often compound—a slow site causes crawl budget waste, which leads to indexation gaps, which reduces ranking potential. Whitehat's technical audits identify root causes, not just symptoms, and prioritise fixes that will unlock the greatest performance gains.

ON-PAGE SEO AUDIT

An on-page SEO audit evaluates how well individual pages are optimised for their target keywords and search intent. While technical SEO ensures search engines can find your content, on-page SEO determines whether that content deserves to rank. Research from Backlinko analysing 11.8 million Google search results found that comprehensive on-page optimisation correlates strongly with first-page rankings.

Our on-page audit examines:

Title tags and meta descriptions

• Keyword placement and relevance
• Character length optimisation (50-60 for titles, 150-160 for descriptions)
• Click-through rate potential
• Duplicate titles and descriptions across the site
• Brand consistency in SERP appearance

Header structure and content hierarchy

• H1 tag uniqueness and keyword inclusion
• Logical H2-H6 hierarchy
• Header optimisation for featured snippets
• Question-based headers for AI search visibility

Internal linking strategy

• Anchor text distribution and keyword relevance
• Link equity flow to priority pages
• Topical clustering and pillar page connections
• Broken internal links

Image and media optimisation

• Alt text quality and keyword inclusion
• Image file size and format optimisation
• Lazy loading implementation
• Video SEO and thumbnail optimisation

On-page SEO is where many sites leave easy wins on the table. Simple fixes like updating a title tag or adding internal links can produce measurable ranking improvements within weeks. Our audit identifies quick wins alongside strategic improvements for long-term growth.

CONTENT AUDIT

A content audit evaluates the quality, relevance, and performance of every piece of content on your website. Content is the foundation of organic search visibility—Google's helpful content system specifically rewards sites that demonstrate expertise, provide original value, and satisfy user intent. HubSpot's 2024 State of Marketing report found that companies maintaining active blogs generate 67% more leads than those without, but only when that content is strategically planned and regularly optimised.

Our content audit examines:

Content inventory and classification

• Complete page inventory with traffic and conversion data
• Classification by type: service pages, blog posts, resource content
• Identification of thin, duplicate, or outdated content
• Content gap analysis against competitors

Keyword coverage and topic authority

• Keyword mapping: which pages target which terms
• Keyword cannibalisation identification
• Topic cluster completeness
• Search intent alignment for each page

Content quality assessment

• E-E-A-T signals (Experience, Expertise, Authoritativeness, Trustworthiness)
• Depth and comprehensiveness vs. competing content
• Freshness and update requirements
• Readability and user engagement metrics

Content performance analysis

• Traffic trends by page and content type
• Conversion rates and goal completions
• Bounce rate and engagement patterns
• Social sharing and backlink attraction

Content audits often reveal surprising findings: pages that should perform well but don't, old content that still drives significant traffic, and opportunities where competitors have content you lack. We provide clear recommendations for each page: update, consolidate, redirect, or remove.

BACKLINK & AUTHORITY AUDIT

A backlink audit analyses your website's link profile to assess authority, identify toxic links, and uncover link-building opportunities. Backlinks remain one of Google's most influential ranking factors—Ahrefs' analysis of over 14 billion pages found a clear correlation between referring domains and organic traffic. However, link quality matters more than quantity, and toxic links can actively harm rankings.

Our backlink audit covers:

Link profile health assessment

• Total backlinks and referring domains
• Domain Rating and Authority Score trends
• Link velocity and growth patterns
• Anchor text distribution analysis
• DoFollow vs. NoFollow ratio

Toxic link identification

• Spammy or low-quality referring domains
• Links from penalised or hacked sites
• Paid link patterns and unnatural link schemes
• Over-optimised anchor text profiles
• Disavow file recommendations

Competitive link gap analysis

• Competitor backlink comparison
• High-authority domains linking to competitors but not you
• Industry publication and resource link opportunities
• Broken link building opportunities

Link reclamation opportunities

• Unlinked brand mentions
• Lost links from site migrations or page changes
• Redirect chains affecting link equity
• Internal pages that should be earning more links

Many businesses have never audited their backlinks and are unaware of toxic links harming their rankings or valuable opportunities they're missing. Our audit provides a complete picture of your link profile health alongside actionable recommendations for improvement.

UX & CONVERSION AUDIT

A UX and conversion audit examines how effectively your website turns visitors into leads and customers. Traffic means nothing if it doesn't convert—yet most SEO audits ignore conversion entirely. According to Unbounce's 2024 Conversion Benchmark Report, the median landing page conversion rate is just 4.3%, with significant variation by industry. Small improvements to conversion rate can dramatically increase revenue from existing traffic.

As a HubSpot Diamond Partner, Whitehat's conversion audits connect directly to your CRM data, showing not just form submissions but actual closed deals attributed to each page.

User journey analysis

• Navigation clarity and information architecture
• Path to conversion mapping
• Drop-off points and exit pages
• Mobile vs. desktop journey differences

Conversion point effectiveness

• Call-to-action placement, design, and copy
• Form length and field optimisation
• Landing page message match with traffic sources
• Trust signals and social proof placement

Page speed and performance

• Page load time impact on conversion rates
• Mobile performance and responsiveness
• Interactive element responsiveness
• Accessibility compliance (WCAG)

HubSpot-specific analysis

• Form and CTA performance by page
• Lead flow and chatbot effectiveness
• Contact attribution and source tracking
• Marketing automation trigger points

Most SEO agencies stop at rankings and traffic. Whitehat's audits connect organic performance to revenue outcomes, showing exactly which pages generate business and which need conversion optimisation.

AI SEARCH VISIBILITY AUDIT

An AI search visibility audit assesses whether your website appears in responses from ChatGPT, Google AI Overviews, Perplexity, and Claude. By 2026, Gartner predicts traditional search traffic will decrease by 25% as users shift to AI-powered search. Businesses invisible in AI search are already losing potential customers to competitors who appear in AI-generated recommendations.

Whitehat pioneered Answer Engine Optimisation (AEO) for UK B2B companies. Our AI search audit examines:

Current AI visibility assessment

• Brand mention tracking across ChatGPT, Perplexity, Claude, and Google AI Overviews
• Competitor AI visibility comparison
• Citation source analysis—which of your pages get referenced
• AI share of voice in your category

Technical AI readiness

• AI crawler access (GPTBot, Claude-Web, PerplexityBot, Google-Extended)
• Robots.txt configuration for AI bots
• Firewall/WAF AI bot blocking
• JavaScript-dependent content visibility

Content structure for AI extraction

• Answer-first content formatting
• FAQ sections with proper schema
• Self-contained sections that pass the "Taco Bell Test"
• Brand embedding in extractable passages

Off-site presence analysis

• Review site profiles (G2, Capterra, Trustpilot)
• Wikipedia and knowledge panel presence
• Industry publication mentions
• Reddit and community visibility

AI search represents the biggest shift in search behaviour since mobile. Our audit provides a complete picture of your AI visibility alongside specific recommendations to increase your presence in AI-generated responses.

OUR AUDIT PROCESS

Whitehat's website audit follows a structured four-phase methodology designed to move from data collection to actionable insights. Unlike automated audit tools that generate hundreds of pages of unfocused findings, our process prioritises issues by business impact and delivers a clear roadmap for improvement.

Phase 1: Discovery and access setup (Week 1)

We begin with a kickoff call to understand your business goals, target customers, and primary challenges. We then request access to Google Search Console, Google Analytics, HubSpot (if applicable), and any existing SEO tools. This phase ensures our audit focuses on what matters to your business, not just technical best practices.

Phase 2: Technical crawl and data collection (Week 1-2)

We check your site's SEO performance across 200+ data points, from technical infrastructure to content quality. Data from Search Console, Analytics, and your CRM is compiled to connect technical findings to business outcomes. Competitor analysis identifies gaps and opportunities specific to your market.

Phase 3: Analysis and prioritisation (Week 2-3)

Raw findings are analysed and prioritised using our Impact/Effort matrix. We categorise issues as: Quick Wins (high impact, low effort), Strategic Projects (high impact, high effort), Fill-Ins (low impact, low effort), and Deprioritise (low impact, high effort). This ensures recommendations are actionable, not overwhelming.

Phase 4: Presentation and roadmap delivery (Week 3-4)

We present findings in a 90-minute walkthrough session, explaining not just what we found but why it matters and what to do about it. You receive a comprehensive audit document, executive summary, and prioritised 90-day action plan. For clients requiring implementation support, we offer ongoing SEO services to execute the roadmap.

Total timeline: 3-4 weeks from kickoff to final delivery. Expedited audits are available for time-sensitive situations.

WEBSITE AUDIT VS SEO AUDIT: WHAT'S THE DIFFERENCE?

The terms "website audit" and "SEO audit" are often used interchangeably, but they represent different scopes of analysis. Understanding the difference helps you choose the right service for your needs.

SEO audit: Search-focused analysis

An SEO audit focuses specifically on factors that affect search engine rankings: technical SEO, on-page optimisation, content relevance, and the backlink profile. The goal is to identify barriers to organic search visibility and opportunities to improve rankings for target keywords.

Website audit: Comprehensive performance review

A website audit includes everything in an SEO audit plus broader considerations: user experience, conversion optimisation, security, accessibility, and overall site health. It examines the website as a complete business asset, not just a search engine target.

Which do you need?

Whitehat offers both focused SEO audits and comprehensive website audits. Our free diagnostic call helps determine which is right for your situation.

WHAT YOU GET: AUDIT DELIVERABLES

Whitehat's website audits deliver actionable documentation designed for both executive decision-makers and technical implementers. Every audit includes:

Executive summary (2-3 pages)

A high-level overview suitable for leadership and stakeholders. Includes overall site health score, key findings, priority recommendations, and expected impact. Written in plain English without technical jargon.

Comprehensive audit report (30-80 pages)

Detailed findings across all audit areas: technical SEO, on-page, content, backlinks, UX/conversion, and AI visibility. Each issue includes screenshots, explanation of impact, and specific fix instructions. Report length varies by site size and complexity.

Prioritised action plan spreadsheet

All recommendations in a filterable spreadsheet with: issue description, priority level (Critical/High/Medium/Low), estimated effort (hours), expected impact, responsible party, and status tracking columns. Ready for use in project management or developer handoff.

90-day implementation roadmap

A phased plan showing exactly what to tackle in Month 1, Month 2, and Month 3. Designed to deliver quick wins early while building toward larger strategic improvements. Includes resource requirements and milestone targets.

Competitive benchmark report

Analysis of 3-5 competitors showing how your site compares on key metrics: Domain Authority, keyword rankings, content volume, backlink profile, and AI visibility. Identifies specific opportunities where competitors are beatable.

Presentation and walkthrough session

A 90-minute video call to present findings, answer questions, and discuss the implementation approach. Recording provided for team members who can't attend live.

Request a sample audit report to see precisely what you'll receive.

AUDIT RESULTS WE'VE DELIVERED

Website audits are only valuable if they lead to measurable improvements. Here's what happened after clients implemented our audit recommendations:

Results vary based on site condition, competitive landscape, and implementation speed. Our audits identify realistic improvement potential specific to your situation.

AUDIT PACKAGES & INVESTMENT

We offer three audit packages designed for different site sizes and requirements. All packages include HubSpot integration where applicable.

Need implementation support? Audit clients receive preferential rates on our ongoing SEO services to execute recommendations. Many clients combine audit + 3-month implementation engagement.

Not sure which package fits? Book a free diagnostic call and we'll recommend the right scope.

WEBSITE AUDIT: FREQUENTLY ASKED QUESTIONS

FIND OUT WHAT'S HOLDING YOUR WEBSITE BACK

Book a free 15-minute diagnostic call. We'll review your site live, identify 3-5 quick wins, and show you whether a full audit is worth the investment.

Or call us directly: 020 8834 4795