What I Look For in a Website Audit (aka: My Professional Nitpick List)
When someone hands me their website and says, "Can you just take a look?"—you better believe I’m coming with a digital magnifying glass and a strong cup of coffee. Because a great site isn’t just pretty. It’s persuasive, purposeful, and built with both humans and Google in mind.
So what exactly am I nitpicking? Here’s a peek behind the curtain into what I look for during every Squarespace site audit—no fluff, just function and finesse.
1. Homepage First Impressions
You’ve got 3–5 seconds before someone decides if they’re staying or bouncing.
My Audit Questions:
Is it immediately clear what this business does?
Can I find the primary call-to-action (CTA) without squinting?
Does the design feel like the brand it represents?
Common Fixes:
Rewriting the hero section for clarity
Moving the CTA above the fold
Swapping vague headlines for ones that tell people what’s in it for them
2. Navigation and Menu Structure
If your visitor has to click more than twice to find something important, you’re losing them.
My Audit Questions:
Is the menu simple and intuitive?
Are important pages buried in dropdowns?
Are there redundant or outdated links?
Common Fixes:
Renaming pages for clarity
Reordering menus to reflect user journey
Removing unnecessary pages or combining thin content
3. Layout Consistency and Flow
Messy layouts distract from your message. I’m scanning for structure, consistency, and visual balance.
My Audit Questions:
Is there consistent spacing between sections?
Are fonts and colors used with intention?
Does the layout guide the eye through the content naturally?
Common Fixes:
Adjusting padding and spacing
Re-aligning headers, images, and buttons
Removing cluttered or duplicate sections
4. Fonts and Typography
You don’t need fancy fonts—you need readable, on-brand typography.
My Audit Questions:
Are there more than two fonts?
Is the body text legible on all devices?
Do headings create a clear content hierarchy?
Common Fixes:
Simplifying font choices
Adjusting sizes and line heights
Ensuring mobile legibility
5. CTA Placement and Language
Your calls-to-action should be clear, compelling, and easy to find.
My Audit Questions:
Is the main CTA repeated on key pages?
Does the language create urgency or relevance?
Are buttons styled consistently?
Common Fixes:
Adding more CTA blocks in strategic places
Rewriting buttons ("Submit" is boring—try "Let’s Talk" or "Book Your Spot")
Making sure every page leads somewhere
6. Image Quality and Consistency
Inconsistent or low-quality images drag down an otherwise solid site.
My Audit Questions:
Are all images high-res?
Do they reflect the brand’s personality?
Is there a consistent filter or editing style?
Common Fixes:
Swapping out pixelated or outdated images
Creating a mini brand image library
Using images to break up text and support storytelling
7. SEO Basics
Even a gorgeous site won’t get far if it’s invisible to search engines.
My Audit Questions:
Are page titles and descriptions optimized?
Are image filenames and alt text relevant?
Are headers used properly (H1, H2, etc.)?
Common Fixes:
Adding missing SEO descriptions in page settings
Renaming images and adding alt text
Updating page URLs to be clean and keyword-friendly
8. Mobile Optimization
If it doesn’t work on mobile, it doesn’t work—period.
My Audit Questions:
Does the layout break or look off on smaller screens?
Are buttons tappable?
Are text blocks too long or squished?
Common Fixes:
Adjusting mobile padding and font sizes
Reordering mobile-specific sections
Testing every page manually (not just relying on the Squarespace preview)
9. Tone and Language
The words you use should sound like you and speak to them.
My Audit Questions:
Is the tone consistent and on-brand?
Are you talking to your audience or at them?
Are there any confusing or vague phrases?
Common Fixes:
Rewriting robotic language into something more conversational
Adding clarity to vague service descriptions
Injecting more personality where appropriate
10. That "Gut Feeling" Test
This part is more art than science. I step back and ask: Does this site feel trustworthy, easy to use, and compelling?
If the answer is no, I go back through the sections above and find what’s missing or what’s clashing.
Want to Audit Your Own Site Like a Pro?
You don’t need a design degree or 10 years of experience—you just need the right checklist.
Grab the No-BS Website Polish Kit for a step-by-step walkthrough of the exact things I look for in a professional audit. Perfect for DIYers who want a designer’s eye (without hiring one—yet).
Because sometimes, a little nitpicking is all it takes to make your site finally click.
