If your traffic is flat or leads are trickling in, it’s time for a DIY website audit. You don’t need a huge budget or a stack of fancy tools. You need a clear checklist, a few free diagnostics, and the willingness to fix what matters.
This guide walks you through some practical checks that cover website performance, technical SEO, on-page SEO, off-page SEO, user experience (UX), conversion rate optimization (CRO), and website security. You’ll see what to measure, which tools to use, and the exact steps to fix issues, so you can improve keyword rankings and turn more visitors into customers.
If you’d like expert help at any point, we can run a deep audit and implement fixes end-to-end, see our web design services, or SEO services.
Quick-Start
Use these targets as your north star as you audit:
| Area | Target |
| Core Web Vitals | LCP ≤ 2.5s, INP ≤ 200ms, CLS ≤ 0.1 |
| Index Coverage | 0 critical errors; important pages indexed |
| Mobile | Pass Google’s mobile usability; responsive across devices |
| Metadata | Unique titles (50–60 chars) & meta descriptions (120–155 chars) |
| On-Page | One H1/page, logical H2–H3s, keyword mapped per URL |
| Broken Links | < 1% internal 4xx/5xx; fix all |
| Backlinks | Clean profile; no toxic spikes; growing referring domains |
| CRO | Primary CTA above the fold; forms ≤ 4 fields; clear proof near CTAs |
| Security | HTTPS, no mixed content, updated CMS/plugins, daily backups |
Tools you’ll use (mostly free): Google Search Console (GSC), Google Analytics 4 (GA4), Google PageSpeed Insights, Lighthouse, WebPageTest, Mobile-Friendly Test, Screaming Frog/Sitebulb, Ahrefs/Semrush (or your favorite), and a simple spreadsheet.
Check 1: Crawlability & Indexing (GSC + Robots + Sitemap)
Why it matters: If Google can’t find and index your pages, nothing else matters.
How to audit
- Open Google Search Console → Indexing → Pages. Note “Not Indexed” reasons (e.g., Discovered – currently not indexed, Crawled – currently not indexed, Excluded by ‘noindex’).
- Check robots.txt (/robots.txt) for accidental blocks (e.g., Disallow: / is fatal) and confirm a clean XML sitemap is referenced.
- Inspect a few key URLs in GSC (URL inspection) to confirm they’re indexable and canonical.
Fixes
- Remove unintended noindex tags on important pages.
- Submit a clean, deduplicated sitemap.xml (no 404s, no redirects).
- Keep thin/duplicate pages unindexed (tags, internal search, test pages).
- Use canonical tags to consolidate duplicates (e.g., parameters, HTTP/HTTPS, www/non-www).
Check 2: Site Speed & Core Web Vitals (PSI, Lighthouse, WebPageTest)
Why it matters: Speed is a ranking factor and a conversion driver. Core Web Vitals reflect real user experience.
How to audit
- Run Google PageSpeed Insights on core templates (home, services/product, blog). Note LCP, INP, CLS and top “Opportunities.”
- Open Lighthouse in Chrome DevTools with mobile throttling; scan Diagnostics (long tasks, large payloads).
- Use WebPageTest for waterfalls and filmstrips to see render-blocking resources and slow third-party scripts.
Fixes (80/20)
- Image optimization: Convert to WebP/AVIF, add srcset/sizes, and lazy load below-the-fold images.
- Code minification: Minify CSS/JS; inline critical CSS, defer non-critical JS.
- Caching: Enable browser caching (long max-age on static files) and server caching (page/object).
- CDN: Serve assets through a CDN (Content Delivery Network); turn on HTTP/2/3 and Brotli.
- Fonts: Self-host WOFF2, font-display: swap, preload primary font.
- Hosting: If server response time (TTFB) is slow, upgrade hosting and enable OPcache/Redis (or equivalent).
See our site speed playbook in: Website Speed Optimization Guide (or ask us for a free website audit).
Check 3: Mobile-Friendliness & Responsive Design
Why it matters: Most searches happen on phones. Mobile speed and usability drive leads.
How to audit
- Run Google’s Mobile-Friendly Test.
- Manually test on a real phone: buttons, forms, sticky CTAs, menus, and tap targets.
Fixes
- Ensure responsive design; stack content in a logical order.
- Use 44px+ buttons with spacing; convert phone numbers to click-to-call.
- Reduce form fields; switch to multi-step forms if you need more data.
- Avoid intrusive pop-ups on mobile (use subtle, scroll-triggered offers).
Check 4: Technical SEO Health (Status Codes, Canonicals, Duplicates)
Why it matters: Crawl waste and duplication dilute ranking signals.
How to audit
- Crawl with Screaming Frog (mode: spider). Export Response Codes (4xx/5xx), Redirects, and Duplicate Titles/Content.
- Check canonical tags and ensure a single preferred domain (HTTPS + www/non-www).
Fixes
- Redirect broken important URLs (301) to the closest relevant page.
- Consolidate duplicate or near-duplicate content via canonical or merge.
- Remove orphan pages or link to them from relevant hubs.
- Standardize trailing slashes and parameterized URLs.
Check 5: URL Structure & Internal Linking
Why it matters: Clear structure helps users and crawlers, and internal links pass authority.
How to audit
- Review URL patterns: short, readable, keyword-relevant.
- In Screaming Frog, inspect Inlinks for key pages; note pages with < 5 internal links.
- Check breadcrumb paths and top navigation for clarity.
Fixes
- Create topic clusters (pillar + supporting pages) and link them contextually.
- Add breadcrumbs and a clear services hub.
- Use descriptive anchor text (avoid “click here”).
Check 6: On-Page SEO (Titles, Metadata, Header Tags)
Why it matters: On-page signals tell Google (and users) what each page is about.
How to audit
- In Screaming Frog, export Page Titles, Meta Descriptions, H1s.
- Spot duplicates, missing fields, and overlong titles.
Fixes
- Write unique titles (50–60 chars) with the primary keyword near the start.
- Craft meta descriptions (120–155 chars) that compel clicks.
- Ensure one H1 per page, then logical H2/H3 structure; use header tags to introduce related terms naturally.
- Add image alt text that describes the image in context.
Check 7: Content Quality, Intent & E-E-A-T
Why it matters: Google rewards helpful, in-depth, trustworthy content that matches search intent.
How to audit
- Map one primary keyword (and 2–4 long-tails) to each core page.
- Compare your content to page-one competitors: depth, examples, FAQs, visuals.
- Identify thin pages (e.g., < 300 words) and update or consolidate.
Fixes
- Upgrade content with benefits-first copy, examples, data, and FAQs that answer real questions.
- Add author bios, credentials, and trust signals (testimonials, case snippets).
- For local pages, add NAP, map embeds, and unique local content, not copy-paste templates.
Need fresh, conversion-focused content? Our copywriting services can help.
Check 8: Keyword Rankings, Gaps & Content Mapping
Why it matters: You should know what you rank for, where you’re slipping, and which topics are missing.
How to audit
- In GSC → Performance, sort by pages and queries. Note pages with high impressions but low CTR or positions 4–12 (quick win range).
- In Ahrefs/Semrush, pull keyword rankings, content gaps vs. competitors, and SERP features you can target.
Fixes
- Improve titles/metas for low-CTR pages; add FAQ schema to chase rich results.
- Build/expand pages for missing topics uncovered in content gap reports.
- Update internal links to push authority into pages ranking on page 2.
Check 9: Structured Data (Schema Markup)
Why it matters: Schema helps search engines understand your content and can unlock rich results.
How to audit
- Use Schema.org validator or Google’s Rich Results Test on key pages.
- Look for Organization/LocalBusiness, Product, Service, FAQ, HowTo, Article, Breadcrumb, Review where relevant.
Fixes
- Add LocalBusiness (with NAP and geo), FAQ on informative pages, Product/Service on offers, and Breadcrumb site-wide.
- Keep data accurate and consistent with on-page content.
Check 10: CRO—Calls-to-Action, Forms & Proof
Why it matters: Traffic without conversions is a missed opportunity.
How to audit
- Scroll your top pages like a new visitor: Is the primary CTA obvious above the fold? Is there social proof near decision points? Are forms long or clunky?
- Review GA4 Events: form submissions, click-to-call, CTA clicks, scroll depth.
Fixes
- Add a bold, outcome-oriented CTA in the hero and again mid-page and near the footer.
- Shorten forms to 2–4 fields; add a privacy reassurance line under the button.
- Place testimonials, ratings, badges next to CTAs.
- Use a sticky mobile bar with “Call” / “Get Quote” on service sites.
We can implement high-impact CRO changes quickly, start with a free website audit.
Check 11: Off-Page SEO & Backlink Analysis
Why it matters: Authoritative links lift rankings and trust.
How to audit
- In Ahrefs/Semrush, check referring domains, anchor text, lost links, and toxic links.
- Compare your domain authority trend vs. competitors.
Fixes
- Reclaim brand mentions (ask for a link where you’re cited).
- Build local citations (chambers, Yelp, niche directories) and local links (sponsorships, community pages).
- Publish linkable assets (original data, checklists, templates) and pitch to relevant blogs.
- Disavow only if you have a clear toxic footprint; otherwise, focus on earning better links.
Check 12: Security, Maintenance & Compliance
Why it matters: Security issues hurt rankings, throttle conversions, and break trust.
How to audit
- Confirm HTTPS on all pages (no mixed content).
- Check CMS/plugins/themes for updates.
- Ensure daily backups, WAF (web application firewall), and malware scanning.
- Review privacy/consent (cookies, forms, tracking) for basic compliance.
Fixes
- Force HTTPS, fix mixed assets, and renew SSL before expiry.
- Remove abandoned plugins/themes; update the rest.
- Enable server-side caching, security headers (HSTS, X-Frame-Options), and bot throttling.
- Make sure contact forms don’t collect sensitive data you can’t protect.
Your DIY Audit Worksheet (Template)
Copy this into a spreadsheet and work left to right:
| Check | Tool | Status | Notes | Owner | Due |
| Indexing | GSC | 🔴/🟡/🟢 | Fix noindex on services | Me | 09/30 |
| Speed (LCP) | PSI | 🔴/🟡/🟢 | Preload hero, convert images | Dev | 10/02 |
| Mobile | MFT + manual | 🔴/🟡/🟢 | Sticky call button on mobile | Dev | 10/03 |
| Technical errors | SFrog | 🔴/🟡/🟢 | 22 broken links → 301 | Dev | 10/04 |
| Metadata | SFrog | 🔴/🟡/🟢 | Write unique titles | Copy | 10/05 |
| Content depth | SERP review | 🔴/🟡/🟢 | Add FAQs & examples | Copy | 10/06 |
| Internal links | SFrog | 🔴/🟡/🟢 | Add links to /services | SEO | 10/06 |
| Schema | RRT | 🔴/🟡/🟢 | Add LocalBusiness & FAQ | Dev | 10/07 |
| CRO | GA4 + review | 🔴/🟡/🟢 | Shorten form to 3 fields | Dev | 10/08 |
| Backlinks | Ahrefs | 🔴/🟡/🟢 | Reclaim 5 mentions | SEO | 10/10 |
| Security | SSL/headers | 🔴/🟡/🟢 | Fix mixed content | Dev | 10/10 |
Common Pitfalls to Avoid
- Optimizing everything but speed. Site speed lifts SEO and conversions.
- Thin “location” pages. Unique local content wins; templates don’t.
- Keyword cannibalization. One main keyword per page; consolidate duplicates.
- Set-and-forget plugins. Audit quarterly; remove bloat.
- No measurement. Track calls, forms, and CTA clicks—not just sessions.
30-Day Action Plan
Week 1: Fix index coverage, broken links, and metadata on top 10 pages.
Week 2: Speed sprint—images → caching → critical CSS → defer JS → CDN.
Week 3: Mobile UX—sticky CTA, shorter forms, click-to-call, better nav.
Week 4: Content & CRO—add FAQs, proof near CTAs, internal links to money pages, and implement schema.
Re-run PSI/Lighthouse and GSC at the end of the month. You should see faster pages, more impressions, better CTRs and more conversions.
Final Thoughts
A DIY website audit isn’t about ticking boxes, it’s about removing friction for both users and search engines. When you tighten crawlability, sharpen on-page SEO, improve Core Web Vitals, upgrade content quality, smooth out UX, and strengthen CRO, you create a website that ranks and converts.If you want a partner to accelerate this, Soft Org can deliver the full stack, from audit and strategy to implementation and reporting.