The B2B website audit checklist

Every rebrand engagement we run starts with the same interrogation. We wrote it down so you can run it yourself — honestly, out loud, with the people who own the number — before you hire anyone or write a single line of new copy.

Go section by section. For each question, answer in one of three ways: yes, and we can prove it, we think so, but we are guessing, or no. The "we are guessing" answers are the ones that cost you pipeline. Aim them first.

1. Buyer fit — the section teams skip

This is the uncomfortable one, so it goes first. Most underperforming B2B sites are not ugly; they are aimed at the wrong person.

• Can you name the single buyer this site is built to convert — title, company stage, and the moment they land?
• Does the homepage headline name a problem that buyer actually says out loud?
• Are you selling to the economic buyer, or to a champion who still has to go sell you internally?
• If a stranger read only your hero section, would they know what you do and who it is for in under five seconds?
• Does the site speak to where the buyer is in the journey, or does it assume they already know you?
• When you win deals, do customers describe the value the way your site does?

2. Positioning and messaging

• Is there one clear, repeatable sentence for what you do, used consistently across the site?
• Does your value proposition lead with the outcome, or with your process and features?
• Could a competitor paste their logo onto your homepage and have it still make sense? (If yes, your positioning is generic.)
• Is the difference between you and the obvious alternative stated plainly, not implied?
• Does the copy sound like a person who is confident, or like a committee hedging?
• Do your proof points map to the objections buyers actually raise?

3. Conversion and calls to action

• Is there one primary action per page, and is it obvious within the first screen?
• Does every key page end with a next step, or do some dead-end?
• Are your CTAs specific ("Book a fit call") rather than vague ("Learn more")?
• Is the path from interest to conversation three clicks or fewer?
• Does the form ask for the minimum, or does it scare people off with fifteen fields?
• Is there a low-commitment option for buyers who are not ready to talk to sales?
• Do you make the same offer everywhere, or does the ask change page to page and confuse people?

4. Information architecture and navigation

• Can a first-time visitor predict what is behind each nav label without clicking?
• Is the navigation organized around what buyers want, or around your internal org chart?
• Does every service or product have a real page, or do some live only as a bullet?
• Can someone get from any page to "talk to us" without hunting?
• Is there a clear hierarchy, or does everything shout at the same volume?
• Are you burying your best proof three levels deep?

5. Proof and trust

• Is there proof above the fold, or do visitors have to take your word for it?
• Are your testimonials specific and outcome-based, or generic praise?
• Do you show results with real numbers, or only adjectives?
• Are logos, awards, and certifications current and relevant to this buyer?
• Does the site make it easy to verify you are real — team, location, history?
• Do case studies tell a before-and-after story, or just describe deliverables?

6. Technical health and performance

• Does the largest page render in under three seconds on a normal connection?
• Is the experience genuinely usable on a phone, or just technically responsive?
• Are Core Web Vitals in the green, or have you never looked?
• Is the site secure, served over HTTPS, and free of mixed-content warnings?
• Are there broken links, orphaned pages, or redirect chains dragging it down?
• Is anything important rendered only in client-side script a crawler cannot read?

7. Findability and measurement

• Do your most valuable pages target the words buyers actually search?
• Is page-level metadata written for humans, or auto-generated and ignored?
• Can you see, in analytics, where conversions come from and where they leak?
• Is conversion tracked as a real event, or are you guessing from form fills?
• Do you know your highest-intent page, and is it your strongest page?

What to do with your answers

Count the "we are guessing" and "no" answers. If they cluster in buyer fit or positioning, no amount of design will save the site — start there. If they cluster in conversion or architecture, you are losing deals you already earned the attention for. That is the fastest money on the board.

When you are ready to fix it with a team that does this for a living, book a fit call — or run the free Scorecard for an instant read on where your site stands.