Website Audit Checklist: 77 Factors in Five Groups, With a Box for Each
The full checklist Brainito's audit works from, grouped into Website Essentials, On-Page SEO, Technical SEO, Analytics and Tracking, and Marketing Channels, or run it automatically.
Every Checklist Item, Checked Automatically
The same 77 items below, scored against your live site in one run.
Website Essentials
28 factorsOn-Page SEO
6 factorsTechnical SEO
31 factorsMarketing Channels
12 factorsHow It Works?
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The full website audit checklist, group by group
This is the checklist Brainito's audit runs on every site, written out so you can work it by hand or hand it to a developer. It differs from a typical SEO audit checklist because it covers the whole website, not just the parts search engines see: the trust pages that make a visitor comfortable paying, the tracking that proves marketing is working, and the channels that bring people back. The 77 items fall into five groups. Working through all of them manually takes most of a day for a mid-sized site, which is why the same checklist is available as a free automated run with evidence attached to each item.
Website Essentials: the trust and conversion pages
Check that Pricing is published or at least a clear plans page exists. Confirm Phone contact and Email contact appear as text, with a Support email separate from sales. Verify Privacy policy, Terms and conditions, and Refund policy pages exist and are linked from the footer. Confirm a Physical address is listed. Look for a User account system if the business model needs one, an explainer or demo Video, a Lead capture form, a Newsletter signup, and a Sales contact or demo path. Check for a Press kit, Live support, an active Blog, Awards and recognition badges, Testimonials, and an FAQs section that answers pre-sale objections. For a US business, many of these are what a visitor silently checks before entering a card number.
On-Page SEO: what each page says to Google
For every important page, check Title and meta: a unique title under about 60 characters and a description under 160 that includes the page's target phrase. Check Heading structure for a single H1 and a logical H2 and H3 hierarchy. Check Image alt text coverage, especially on product and service images. Check Internal linking so that each key page receives links from the home page or navigation and links out to related pages. Check URL structure for short, lowercase, hyphenated paths without parameters. A quick way to spot trouble is to list all titles in a spreadsheet: duplicates and the pattern 'Page | Brand' with no descriptive words are the two most common failures. Screaming Frog exports this list for free up to 500 URLs.
Technical SEO: can Google reach, render, and trust the site
Confirm an SSL certificate is valid and HTTPS enforcement redirects every http and non-www variant, with no Mixed content. Check Security headers. Verify an XML sitemap exists, Robots.txt references it, and an llms.txt file plus AI crawler access are set deliberately. Validate Schema markup and run Schema validation. Confirm Canonical tags are self-referencing on key pages. Check Mobile responsiveness and Hreflang if you serve several regions. Confirm Indexability on every page you want ranked, then test JavaScript rendering and Rendering strategy by comparing raw and rendered HTML. Check Lazy loading, CDN performance, and DDoS protection. Finish with Crawl errors, Broken links, Core Web Vitals, and Mobile page speed, where a 2.5 second LCP is the target.
Analytics and Tracking, then Marketing Channels
Analytics and Tracking is where most small business sites score lowest. Confirm Google Analytics is installed, ideally through Google Tag Manager, and that Google Search Console is verified. Check for Meta Pixel if you run paid social, Heatmap tools such as Clarity or Hotjar, and a Cookie consent manager that gates them where required. Most important, confirm Conversion tracking and Event tracking exist for the actions that matter: form submits, calls, purchases, signups. A site with Google Analytics but no conversion goals is measuring visits and not results. Marketing Channels closes the list: a linked, active Social media presence, and a Mobile app where the business model supports one. Tick every box here and you have the full 77.
Frequently asked questions
Can I download this checklist?
The five sections above list every item. Running the audit gives you the same checklist with a pass or fail and evidence for each item on your own site, which is faster than a spreadsheet. The score is free; the full report is $5.
How is this different from the SEO audit checklist page?
That page covers the search-focused subset. This one is the full website checklist, including trust pages, conversion paths, tracking, and channels, which an SEO-only list leaves out.
How long does the manual version take?
Four to eight hours for a 50-page site if you have Screaming Frog and browser developer tools, longer without them. The automated run takes minutes and repeats weekly.
Which group should I check first?
Technical SEO, specifically Indexability and Canonical tags, because nothing else counts if the page cannot be indexed. The what to fix first page explains the order in detail.
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