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How To Do A Website Audit

June 11, 2024

This comprehensive guide provides detailed steps for conducting a thorough website audit, covering various aspects to ensure your site is accessible, user-friendly, and aligned with your brand identity. If you’re in a rush, here is a quick summarising 10 step overview:

  1. Understand Your Website’s Needs:
    • Determine the goals of your website audit, considering both the overarching objectives of your website and specific areas for improvement. Are you aiming to increase conversions, such as form submissions or product purchases? Or perhaps you’re focused on boosting user engagement, such as increasing newsletter sign-ups?
    • Identify key performance indicators (KPIs) relevant to your website’s goals. For instance, if your goal is to increase sales, KPIs may include conversion rates, average order value, and revenue generated. If your goal is to enhance user engagement, KPIs may include time spent on the page, bounce rate, and click-through rates.
    • Tailor your audit process to address these specific needs and goals. For example, if your primary goal is to increase form submissions, focus on evaluating the accessibility and usability of your forms, as well as the clarity of calls-to-action prompting users to complete the forms.
    • Understanding your website’s needs in terms of its goals and objectives will ensure that your audit process is targeted and effective in achieving desired outcomes.
  2. Check Accessibility:
    • Assess text readability by examining font styles, sizes, and colour contrasts. For instance, ensure that the text contrasts well with its background, making it easier to read.
    • Verify keyboard navigation functionality, ensuring that users can navigate your site using only keyboard inputs, not just mouse clicks.
    • Evaluate alt text for images, ensuring descriptive and informative text that aids users with visual impairments in understanding the image’s content.
  3. Improve User Experience (UX):
    • Enhance navigation by organising menus logically and ensuring easy access to essential pages, like a clear “Contact” or “About Us” section.
    • Boost loading times by optimising images and reducing unnecessary scripts or plugins, enabling faster access to content.
    • Ensure mobile responsiveness by testing how your site appears and functions across different devices, ensuring a seamless experience for mobile users.
  4. Enhance User Interface (UI):
    • Maintain a visually appealing UI with consistent branding elements like colour schemes and logos throughout your site.
    • Implement clear layouts that guide users’ eyes to key information, using whitespace effectively to avoid clutter.
    • Ensure readability by choosing fonts that are easy to read and adjusting text sizes appropriately for different screen sizes.
  5. Maintain Brand Consistency:
    • Strengthen brand identity by ensuring consistent use of brand colours, fonts, and logos across all pages.
    • Incorporate brand messaging consistently throughout the site, reinforcing your brand’s values and personality.
  6. Boost Performance:
    • Fix broken links promptly to prevent user frustration and maintain your site’s credibility.
    • Test your site’s compatibility with various browsers and devices to ensure a consistent user experience across platforms.
    • Optimise loading times by compressing images, minifying CSS and JavaScript files, and leveraging browser caching for faster page loads.
  7. Document Your Findings:
    • Create a detailed report listing all identified issues, including screenshots and descriptions for clarity.
    • Prioritise issues based on their impact on user experience and functionality, addressing critical issues first.
    • Offer actionable solutions with clear steps for implementation and suggested timelines for completion.
  8. Implement Changes:
    • Review your audit report with your team, ensuring everyone understands their roles and responsibilities in addressing the identified issues.
    • Assign tasks to team members based on their expertise and the nature of the issues, ensuring efficient resolution.
  9. Re-audit After Changes:
    • Re-audit your site after implementing changes to ensure that issues have been resolved and that no new problems have arisen.
    • Use the same testing methods and tools employed during the initial audit to maintain consistency in your evaluation.
  10. Stay Proactive:
    • Schedule regular audits to monitor your site’s performance and address any new issues promptly.
    • Continuously seek feedback from users to identify areas for improvement and ensure ongoing enhancement of your website’s user experience.

Introduction To A Website Audit

A website audit is a crucial process for ensuring that your site is performing at its best. In this blog, we will focus on outlining the generic auditing process you can use to audit your website. This involves checking for accessibility standards, enhancing user experience (UX), improving the user interface (UI), maintaining brand consistency, and ensuring overall site functionality.

A website audit serves as a foundational step towards ensuring that your online presence aligns with your objectives and meets the needs of your audience. At its core, a website audit encompasses various essential aspects, ranging from accessibility standards to user experience (UX), user interface (UI), brand consistency, and overall performance and functionality. Before diving into the audit process, it’s crucial to first understand your website’s needs and objectives.

Accessibility is about making your website usable for everyone, including people with disabilities. An audit will help identify areas where the site might not meet accessibility standards, such as issues with text readability, keyboard navigation, or image alt text. By addressing these issues, you ensure that all users can access and benefit from your website’s content.

User experience (UX) is all about how users interact with your website. A good UX means users can find what they need easily and enjoy using the site. An audit helps you identify areas where the user journey can be improved, whether through better navigation, faster load times, or more intuitive layouts. Improving UX leads to higher user satisfaction and increased engagement.

The user interface (UI) encompasses the visual aspects of your website, including layout, colours, fonts, and images. An audit ensures these elements are not only aesthetically pleasing but also functional and accessible. Consistency in UI helps users navigate your site more easily and makes their experience more enjoyable.

Brand consistency means using the same logos, colours, fonts, and messaging across all pages. This creates a unified look and feel, reinforcing your brand identity and making your website more memorable. An audit helps spot any inconsistencies and ensures that every page reflects your brand accurately.

Website performance is critical for user retention. Slow-loading pages, broken links, and unresponsive elements can frustrate users and drive them away. An audit helps identify these performance issues and provides solutions to fix them, ensuring your website runs smoothly and efficiently.

Design and content issues can detract from the effectiveness of your website. These might include poorly designed layouts, confusing navigation, or outdated content. An audit helps you spot these problems so you can update and improve your site, making it more effective in achieving your goals.

Understanding your website’s needs in terms of its goals and objectives will ensure that your audit process is targeted and effective in achieving desired outcomes. Through this process, you can address any shortcomings, refine your website’s design and functionality, and ultimately create a more engaging and user-friendly experience for your visitors.

Accessibility Standards

Ensuring your website meets accessibility standards is essential for making your content available to all users, including those with disabilities. This section will cover key areas to focus on during your audit to enhance accessibility.

Check For Text Readability

One of the fundamental aspects of accessibility is text readability. Start by ensuring there is sufficient contrast between text and background colours, a great visual tool to help you with this is https://colourcontrast.cc/. This contrast helps users with visual impairments or colour blindness read the content more easily. Additionally, use legible fonts and appropriate font sizes. Fonts should be clear and easy to read, and the text size should be large enough to avoid straining the eyes.

Test For Keyboard Navigation

Many users rely on keyboards rather than mice to navigate websites, so it is crucial to ensure all interactive elements are accessible via keyboard. This includes links, buttons, and form fields. Make sure that focus indicators are visible and clear, allowing users to see where they are on the page. It’s also important to avoid blinking or flashing animations as these can be distracting and may trigger seizures in individuals with photosensitive epilepsy.

Assess Alternative Text For Images

Alternative text (alt text) is essential for making images accessible to visually impaired users who rely on screen readers. Ensure that all images on your website have descriptive alt text that accurately conveys the content and purpose of the image. For decorative images that do not add any informational value, use empty alt attributes (alt=””) to signal that they can be ignored by screen readers.

Review Form Elements

Forms are a critical part of many websites, and they must be accessible to all users. Ensure that all form elements are clearly labelled and that users can navigate them easily. Labels should be associated with their corresponding form controls to provide context to screen reader users. Additionally, test form validation and error messages to ensure they are accessible. Error messages should be clear and helpful, guiding users to correct their input without confusion.

Clear Page Titles

Page titles are important for helping users understand the content and context of a page. Make sure that each page on your website has a clear, descriptive title that accurately reflects its content. This aids navigation and improves the overall user experience.

Descriptive Links

Links should be descriptive so that users know what to expect when they click on them. Avoid vague descriptions like “click here” or “read more.” Instead, use link text that provides context about the link’s destination or action, such as “Read our latest blog post on accessibility” or “Download the annual report.”

By addressing these key areas, you can significantly improve the accessibility of your website, making it more inclusive and user-friendly for all visitors.

Top tip: Google’s PageSpeed Insights tool has an accessibility tab that’s great at helping you identify these issues on your web pages.

User Experience (UX)

Next up, user experience (UX) which is a key factor in ensuring that visitors find your website easy and enjoyable to use. A positive UX can lead to higher engagement, better retention, and improved conversion rates. Here are the essential steps for assessing and improving the UX of your website.

Assess Navigation

Navigation is a crucial component of UX. Ensure that menus are intuitive and easy to use, allowing users to find what they need quickly. Consistency in the navigation structure across all pages helps users understand and predict where to find information. Check for a logical and user-friendly site hierarchy, where content is organised in a manner that makes sense to users and follows a clear path from general to specific information. 

See below our examples of navigation hierarchy: 

Website sitemap structure as a good example
Website site map structure as a bad example

Evaluate Load Times

Page load times significantly impact user satisfaction and search engine rankings. Measure the load times of your pages (PageSpeed Insights) and identify any elements that are causing delays. Optimise images by compressing them without losing quality, and consider using modern formats like WebP. Additionally, optimise other media and use techniques like lazy loading for images and videos to improve load times. Some of these technical optimisations may require working with your web developer to implement. You can always contact us if you require any help or have any questions.

Analyse Mobile Responsiveness

With an increasing number of users accessing websites via mobile devices, it is essential to ensure your site is mobile-responsive. Check the design and functionality on various devices and screen sizes. Ensure touch targets, such as buttons and links, are appropriately sized and spaced to prevent misclicks. A responsive design adapts seamlessly to different screen sizes, providing a consistent and pleasant experience across all devices.

Examine Content Layout

A well-organised content layout improves readability and user engagement. Ensure content is organised logically and is easy to scan. Use headings, subheadings, and bullet points effectively to break up text and highlight key points. This structure helps users quickly find the information they need and understand the main messages without having to read through large blocks of text.

Test Interactivity

Interactive elements like buttons, links, and forms are vital for user engagement. Check the functionality of all interactive elements to ensure they work as intended. Ensure that these elements provide clear feedback when interacted with, such as changing colour when hovered over or clicked. This feedback reassures users that their actions are being recognised and processed. Additionally, make sure all interactive elements are easily accessible, regardless of the device or input method being used.

By thoroughly assessing these aspects of user experience, you can create a website that is not only functional but also delightful to use, leading to higher user satisfaction and better overall performance.

Enhance User Interface (UI)

Enhancing the user interface (UI) of your website is crucial for creating a visually appealing and functional site that users enjoy interacting with. Here are the key areas to focus on:

Consistent Visual Design

Using a consistent colour scheme across all pages is fundamental to a cohesive UI. This consistency helps users feel comfortable and familiar as they navigate through your site. Additionally, maintaining uniform font styles and sizes ensures that text is readable and visually appealing. Ensuring cohesive use of imagery and icons further strengthens the visual integrity of your site.

Clear And Intuitive Layout

Design layouts that are easy to navigate, allowing users to find information quickly and efficiently. Ensure important elements are easily accessible, and use white space effectively to avoid clutter. A clean and organised layout enhances usability and user satisfaction.

Responsive Design

Ensure the website looks and functions well on all devices. Responsive design adapts UI elements for different screen sizes, providing a seamless experience whether users are on a desktop, tablet, or mobile phone. This adaptability is critical for reaching a broader audience and ensuring consistent performance across all devices.

Visual Hierarchy

Utilise size, colour, and placement to indicate the importance of elements. Ensuring that primary actions and information are easily noticeable helps guide users through your site intuitively. A clear visual hierarchy makes it easier for users to understand what actions they need to take.

Interactive Elements

Design buttons and links that are easily distinguishable. Providing visual feedback for user interactions, such as hover effects, reassures users that their actions have been recognised. This feedback is essential for a responsive and engaging UI.

Font Choice

Use clear, legible fonts to ensure all users can read your content comfortably. We recommend picking out google fonts as these are a great source of web compatible open source (free to use) fonts. Ensure text contrast meets accessibility standards, making it easier for users with visual impairments to read. High readability improves the overall user experience and accessibility.

Minimise Distractions

Avoid excessive animations or flashy elements that can distract or overwhelm users. Striking the balance between engaging but not overwhelming is a must when it comes to a strong UI design. Focus on a clean and professional design to keep users engaged with your content without unnecessary distractions. This approach enhances the user experience by maintaining a clear focus on essential elements.

Maintain Brand Consistency And Cohesiveness Across Pages

Maintaining brand consistency across your website ensures that users have a unified and professional experience. Here’s what to look out for so that you can achieve a cohesive website:

Consistent Visual Design

Ensure consistent use of colours, fonts, and imagery throughout your website. Adhering to your brand’s visual identity guidelines helps create a cohesive look and feel. This consistency reinforces your brand’s identity and makes your website more memorable.

Check Branding Across Pages

Verify that logos, taglines, and brand messaging are consistent on every page. Ensure that brand elements are used correctly in different contexts, whether on a homepage, blog post, or product page. Consistent branding across all pages helps build trust and recognition with your audience.

Evaluate Tone And Voice

Ensure the content reflects your brand’s tone and voice consistently. Maintaining a uniform style across all your pages and different types of content, such as posts, product pages, and social media posts, ensures that your brand’s personality is clear and recognisable. Consistency in tone and voice strengthens your brand’s communication and connection with users.

Assess Logo And Icon Usage

Check that logos and icons are used correctly and consistently across your site. Ensure that icons enhance usability and align with the brand’s style. If you don’t have a strong set of brand elements this is a great thing to commission for example a suite of custom icons specific to your brand can really begin to set you apart from your competition. Proper use of those icons reinforces your brand identity and improves the overall visual appeal of your website.

By focusing on these aspects, you can create a website that not only looks good but also functions well, providing a consistent and engaging experience that aligns with your brand’s identity and values.

Performance And Functionality

Ensuring your website performs well and functions correctly is crucial for providing a seamless user experience. Here are the essential steps for assessing and improving the performance and functionality of your website.

Evaluate Website Speed

Website speed is a critical factor in user experience and search engine rankings. Start by analysing page load times and the overall performance of your website. Use tools like Google PageSpeed Insights or GTmetrix to identify any slow-loading elements. Once identified, resolve performance bottlenecks by optimising images, leveraging browser caching, and minimising CSS and JavaScript files. Fast load times enhance user satisfaction and reduce bounce rates.

Check For Broken Links

Broken links can frustrate users and harm your website’s credibility. Regularly identify and fix any broken links throughout your site. Use tools like Broken Link Checker to automate this process. Ensure that both internal links (links within your site) and external links (links to other websites) are functioning properly. Maintaining functional links improves navigation and user experience.

Test Browser Compatibility

Users access websites from various browsers and versions, so it’s essential to ensure your site works correctly across all of them. Test your website on popular browsers like Chrome, Firefox, Safari, Edge, and their different versions. Check for consistent appearance and functionality to ensure that all users have a smooth and unified experience, regardless of their browser choice. Browser compatibility testing helps prevent potential issues that could drive users away.

By focusing on these key aspects of performance and functionality, you can ensure your website runs smoothly, providing a reliable and enjoyable experience for all users.

Documenting Findings And Implementing Changes

Now you know what to look for. We have put together a 5 step process you can follow to stay organised when auditing your website. It’s imperative to keep organised as you go through auditing your site so that you don’t miss anything you find or forget to correct any issues.

1. Create An Audit Report checklist

  • Document issues found during the audit with detailed descriptions and screenshots if necessary to illustrate the problems clearly.

2. Prioritise The Order Of The Issue

  • Prioritise issues based on their severity and impact on user experience, accessibility, and overall website performance.

3. Develop Solutions List

  • Using your checklist, cross reference our guide and any other resources to create a list of solutions for each of the issues you’ve identified, this will make fixing them a lot quicker as the solution will be right in front of you when it comes time to implement the change.

4. Implement Changes

  • Systematically implement the recommended changes, addressing the most critical issues first.

5. Re Audit The Website

  • Re-test the website after implementing changes to ensure the issues have been resolved and no new problems have been introduced.
  • Use the same tools and methods used during the initial audit to maintain consistency in testing.

BONUS: Monitor Regularly

  • Monitor the website regularly for any emerging issues, performing periodic audits to ensure ongoing performance, accessibility, and user experience improvements.


In conclusion, conducting a comprehensive website audit should see significant improvement across your site. By addressing issues related to accessibility, user experience (UX), brand consistency, and performance, you enhance the overall quality and effectiveness of your website.

The improvements made in accessibility ensure that your website is accessible to all users, regardless of their abilities, thereby promoting inclusivity and expanding your audience reach. Enhancements in UX lead to a more intuitive and enjoyable browsing experience, increasing user satisfaction and engagement.

Maintaining brand consistency across all pages reinforces your brand identity and builds trust with your audience. Consistent branding fosters recognition and loyalty, contributing to long-term success. Additionally, optimising website performance ensures fast load times and smooth functionality, further enhancing the user experience and encouraging continued interaction.

Looking ahead, it’s crucial to schedule regular audits to maintain the high standards achieved through the initial audit process. By establishing a routine for periodic website audits, you can proactively identify and address any new issues, ensuring ongoing optimisation and continuous improvement. This commitment to excellence is key to staying competitive in the ever-evolving digital landscape and meeting the evolving needs of your audience.

We hope this blog post helped you in auditing your site and if you want to get a free audit from us you can do so here. Should you have any further questions or would like us to complete an audit on your site, get in touch.

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