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

Professional Website Audit Services

We Find What's Broken and Show You How to Fix It

Our website audit examines 200+ ranking factors across technical SEO, content quality, backlinks, UX, and AI search visibility — then prioritises fixes by revenue impact, not just best-practice checklists. As a HubSpot Diamond Partner, we connect findings directly to your pipeline data.

Free 15-minute diagnostic call · No obligation · Results in 2–4 weeks

What a Website Audit Reveals

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

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 — connecting audit findings to your CRM data through our HubSpot CRM integration.

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 documentation confirms that crawl budget, page experience signals, and proper indexation remain fundamental ranking factors in 2026.

Our technical audit covers four key areas:

Crawlability and Indexation

We check robots.txt configuration, XML sitemap accuracy, canonical tag implementation, index coverage errors in Google Search Console, orphan pages, and JavaScript rendering issues. Ahrefs' study of over one million domains found that 95.2% of websites have redirect issues and 80.4% have missing alt attributes — these compound to create significant ranking barriers.

Core Web Vitals and Page Experience

We measure your actual field data from Chrome User Experience Report (CrUX) — the real-world metrics Google uses for rankings, not just lab tests. Current thresholds: LCP under 2.5 seconds, INP under 200 milliseconds, and CLS below 0.1. Only 48% of mobile websites achieve good Core Web Vitals scores, meaning more than half of all sites fail Google's page experience requirements.

Site Architecture and Internal Linking

URL structure, internal link distribution, navigation pathways, breadcrumb implementation, and crawl depth analysis. Poor architecture means search engines can't find your most valuable pages — and neither can your prospects. This directly connects to our ongoing SEO services where we implement architecture improvements.

Structured Data and Schema Markup

Schema implementation and validation, rich snippet eligibility, FAQ/How-To/Article markup, and organisation schema. Pages with structured data are 3.2 times more likely to appear in AI Overviews, yet adoption sits at only 30–44% of websites — a significant competitive gap.

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. We examine title tags and meta descriptions, header structure and content hierarchy, keyword placement and density, and internal linking strategy.

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. For a deeper understanding of how on-page optimisation drives results, see our comprehensive SEO audit guide.

Content Audit

A content audit evaluates the quality, relevance, and performance of every piece of content on your website. Google's helpful content system rewards sites that demonstrate expertise and satisfy user intent. Companies maintaining active, strategically optimised content generate 67% more leads than those without — but only when that content is planned and regularly refreshed.

Our content audit covers: complete page inventory with traffic and conversion data, keyword mapping and cannibalisation identification, topic cluster completeness, E-E-A-T signal assessment, content freshness analysis, and search intent alignment. Content audits often reveal surprising findings — pages that should perform well but don't, old content still driving significant traffic, and opportunities where competitors have content you lack.

We provide clear recommendations for each page: update, consolidate, redirect, or remove. This same methodology powers our SEO services content optimisation programmes.

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 far more than quantity.

We assess total backlinks and referring domains, Domain Rating trends, toxic link identification, competitive link gap analysis showing high-authority domains linking to competitors but not you, and link reclamation opportunities from unlinked brand mentions and lost links.

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 this entirely. The median landing page conversion rate is just 4.3%, with significant variation by industry. Small improvements can dramatically increase revenue from existing traffic.

As a HubSpot Diamond Partner, our conversion audits connect directly to your CRM data, showing not just form submissions but actual closed deals attributed to each page. We analyse user journey clarity, CTA placement and effectiveness, form optimisation, mobile responsiveness, page speed impact on conversions, and accessibility compliance.

AI Search Visibility Audit

An AI search visibility audit assesses whether your website appears in responses from ChatGPT, Google AI Overviews, Perplexity, and Claude. ChatGPT now processes over one billion queries daily and drives 77.97% of all AI referral traffic. Perplexity handles 780 million monthly queries. Google AI Overviews appear in approximately 12.5% of UK searches. Businesses invisible in AI search are already losing customers.

The impact is significant: organic click-through rates drop approximately 30% when AI Overviews appear, but brands cited in AI Overviews earn 35% more organic clicks and 91% more paid clicks. Being visible in AI answers boosts rather than diminishes traffic for cited sources.

Whitehat pioneered Answer Engine Optimisation (AEO) for UK B2B companies. Our AI search audit examines: current AI visibility across all major platforms, AI crawler access configuration, content structure for AI extraction, schema and structured data readiness, and off-site presence across review sites, publications, and community platforms.

Our Audit Process

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

Website Audit vs SEO Audit: What's the Difference?

An SEO audit focuses specifically on search ranking factors: technical SEO, on-page optimisation, content relevance, and backlinks. A website audit includes everything in an SEO audit plus UX, conversion optimisation, security, accessibility, and AI search readiness — examining the website as a complete business asset, not just a search engine target.

What You Get: Audit Deliverables

Every Whitehat website audit delivers actionable documentation designed for both executive decision-makers and technical implementers. No vague recommendations — every finding includes specific fix instructions, expected impact, and effort estimates.

Audit Results We've Delivered

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

Audit Packages & Investment

We believe in pricing transparency. Our website audit packages are designed for different site sizes. All include HubSpot integration where applicable. For details on how audit services fit alongside our broader offering, see our pricing page.

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

Website Audit: Frequently Asked Questions