Website Self-Audit Checklist

Score each dimension from 1-10. Be honest. This is for your eyes only. Your total score (out of 70) will tell you whether to fix, refresh, or redesign.

Dimension 1: Speed and Performance

Go to pagespeed.web.dev and enter your URL. Check your Largest Contentful Paint (LCP) score on mobile.

9-10: LCP under 2s, all green | 7-8: LCP under 2.5s | 5-6: LCP under 4s | 3-4: LCP over 4s | 1-2: 5+ seconds or timeout

Your Score:

/ 10

Dimension 2: Mobile Experience

Open your site on your phone. Can you find your phone number in 5 seconds? Do forms work? Are buttons large enough?

9-10: Fast, easy, forms perfect | 7-8: Minor issues | 5-6: Usable but frustrating | 3-4: Barely functional | 1-2: Not responsive

Your Score:

/ 10

Dimension 3: First Impression and Design Trust

Show someone your homepage. Can they tell what you do in 5 seconds? Does the design feel current compared to competitors?

9-10: Professional, modern, clear | 7-8: Clean with minor dated elements | 5-6: Behind competitors | 3-4: Noticeably outdated | 1-2: Damages credibility

Your Score:

/ 10

Dimension 4: Conversion Clarity

Is there a clear CTA on your homepage? Can visitors easily contact you from every service page? How many fields does your form have?

9-10: Clear CTAs everywhere, minimal forms | 7-8: Good but some pages miss CTAs | 5-6: CTAs exist but not prominent | 3-4: Hard to take next step | 1-2: No CTAs or broken forms

Your Score:

/ 10

Dimension 5: Content Relevance

Does your content describe your business as it is today? Is your blog or news section current? Any outdated team members or services?

9-10: Current, comprehensive, answers customer questions | 7-8: Core pages current, blog outdated | 5-6: Some outdated info | 3-4: Multiple outdated pages | 1-2: Years out of date

Your Score:

/ 10

Dimension 6: Search Visibility

Search for your primary service + your city on Google. Where do you rank? Can people find you by business name?

9-10: Page 1 for services + local | 7-8: Pages 1-2 for most terms | 5-6: Found by name but not services | 3-4: Barely visible | 1-2: Not indexed

Your Score:

/ 10

Dimension 7: Analytics and Tracking

Do you have analytics installed? Can you tell how many visitors you had last month? Can you trace leads back to specific pages?

9-10: Full suite, regular reports, conversion tracking | 7-8: Installed, reviewed occasionally | 5-6: Installed but rarely checked | 3-4: Might be installed, nobody checks | 1-2: No analytics

Your Score:

/ 10

Your Total Website Health Score

___

/ 70

What Your Score Means

Score Range	Assessment	Recommended Action
56-70	Strong foundation	Targeted fixes on your lowest dimension. You may not need outside help.
42-55	Needs attention	Strategic refresh: update content, improve speed, add clear CTAs.
28-41	Actively hurting your business	Focused redesign targeting lowest dimensions first.
7-27	Serious liability	Full rebuild with clear goals for each dimension.

Free Tools for Each Dimension

Dimension	Free Tool	What It Tells You
Speed	pagespeed.web.dev, gtmetrix.com	Load time, Core Web Vitals, specific fixes
Mobile	search.google.com/test/mobile-friendly	Mobile usability issues
Design Trust	5-second test with a friend	Whether visitors understand what you do
Conversion	hotjar.com (free tier)	How visitors interact with your pages
Content	answerthepublic.com	Questions people ask about your industry
Search	search.google.com/search-console	Keyword rankings, indexing issues
Analytics	analytics.google.com	Traffic, sources, user behavior

Your Priority Actions

Write down the 2-3 specific improvements you'll tackle first, based on your lowest-scoring dimensions.

Need help making sense of your scores?

Book a free 15-minute call with our team. No pressure, no pitch - just straight answers about what makes sense for your situation.

fullstop360.com/contact-us