The Professional-Services Website Audit: 12 Things to Check

Your website is either pulling its weight or quietly costing you business — and most firms genuinely don’t know which. This 12-point audit is a practical way to find out, covering the things that actually decide whether a B2B website performs: speed, credibility, conversion, findability and upkeep. You can run it yourself in well under an hour.

It’s deliberately useful whether or not you ever work with us. Score your own site honestly against each point, note where you’re weak, and you’ll know exactly what to fix first.

How to use this

To use this audit, set aside 30 to 45 minutes, open your website on both a laptop and a phone, and score each of the twelve checks honestly — ideally as if you were a prospective client seeing it for the first time.

Honesty is the whole point: the value is in catching the things you’ve stopped noticing. For each check below we give you what to look at, how to check it, and what “good” looks like, so you’re not guessing. If you work in a specific sector, pair this with our deeper guides for law firms, financial-services firms and industrial and manufacturing firms — but the twelve checks apply to any B2B site.

Performance & technical

1. Speed and Core Web Vitals

Check: how fast your key pages load and whether they pass Google’s Core Web Vitals. How: run your homepage and two main pages through Google PageSpeed Insights (free). Good: a mobile score comfortably in the green, with all three Core Web Vitals passing. Anything slow or red is costing you visitors and rankings — more in the complete guide to website performance.

2. Mobile experience

Check: whether the site is genuinely easy to use on a phone, not just technically “responsive.” How: browse your own site on your phone as a visitor would — tap the buttons, read the text, try to contact you. Good: text is readable without zooming, buttons are easy to tap, nothing is cut off, and the key actions are obvious on a small screen.

3. Security and SSL

Check: that the site is served securely and basic protections are in place. How: look for the padlock and https:// in the address bar, and check that forms and logins run over HTTPS. Good: every page loads over HTTPS with no browser warnings. For a B2B firm, anything less undermines trust in seconds.

4. Accessibility

Check: whether people using assistive technology — or just a keyboard — can actually use the site. How: try navigating with the keyboard alone, check colour contrast, and confirm images have alt text. Good: the site is usable without a mouse, text contrasts clearly with its background, and content is structured logically. It’s increasingly an expectation, not a nicety.

Credibility & conversion

5. Design and credibility

Check: whether the site looks current and trustworthy within the first few seconds. How: show it cold to someone outside your firm and watch their first reaction. Good: it looks modern and professional, reflects your actual standing, and doesn’t read as “last updated in 2016.” In B2B, visitors infer your competence from your website.

6. A clear value proposition

Check: whether a first-time visitor understands what you do, who it’s for, and why you — within seconds. How: look at your homepage above the fold: is it obvious, or vague? Good: a clear, specific statement of what you offer and to whom, not a generic slogan. Confusion is the quiet killer of B2B conversion.

7. Conversion paths

Check: whether it’s obvious and easy to take the next step on every important page. How: from each main page, time how quickly you can find the way to enquire, book or buy. Good: a clear, visible call to action on every key page, with low-friction contact — not a single buried form at the end of the site.

Findability

8. SEO basics

Check: whether the site is set up to be found in search for the terms that matter. How: search for your core services plus your location, and check that pages have clear titles and aren’t blocking search engines. Good: you appear for your own name and core services, pages have descriptive titles and structure, and nothing is accidentally hidden from Google.

9. AI-readiness

Check: whether your site is structured and clear enough to be surfaced by AI search engines, not just Google. How: ask an AI assistant (ChatGPT, Perplexity) about your area and see whether firms like yours come up; check your content is clean, structured and specific. Good: clear, well-structured pages with explicit information about who you are and what you do — the foundations AI engines rely on. The field is still emerging and no one can guarantee a citation, but a clean, fast, well-structured site is the price of entry.

Upkeep

10. Content freshness

Check: whether the site reflects your firm today, or a version from years ago. How: scan team pages, services, news and the footer copyright date for anything stale. Good: people, services and examples are current, there’s some recent activity, and nothing contradicts how the firm actually operates now.

11. Analytics in place

Check: whether you can actually see what your website is doing. How: confirm analytics (e.g. Google Analytics) and Search Console are installed and that someone reviews them. Good: you can see traffic, sources and conversions, and someone looks regularly — ideally summarised in a monthly report. A good monthly report turns that data into decisions.

12. Active maintenance

Check: whether the site is actively maintained — updated, monitored and improved — or just sitting there. How: ask who’s responsible for updates, security and performance, and when something was last done. Good: clear ownership, regular updates and monitoring, and proactive improvement. Sites decay after launch without it — maintenance is what stops the other eleven points slipping back.

Scoring yourself

Score each of the twelve checks green, amber or red — green for solid, amber for needs work, red for a clear problem — and the pattern tells you where you stand.

The rubric is simple: green means this is genuinely good; amber means passable but it could be costing you; red means it’s actively losing you business. Count them up. Mostly green, and your site is doing its job — protect that with upkeep. A scatter of ambers means worthwhile fixes, but no crisis. Several reds — especially across speed, credibility or conversion — means your website is quietly costing you clients, and it’s worth acting on sooner rather than later.

What to do with the result

What to do next depends on the pattern: a few isolated reds usually means targeted fixes, while reds spread across performance, structure and credibility often signal that a rebuild will cost less than endlessly patching.

If most points are green with a couple of reds, fix those specifically — you don’t need a new site. If the reds cluster across the fundamentals (slow, dated, poorly structured, hard to convert), you’re probably past the point where patching pays, and a rebuild becomes the cheaper long-term answer. We’ve written a dedicated fix-or-rebuild diagnostic to help you make that call honestly.

The shortcut: all twelve, handled

If you’d rather not manage twelve moving parts yourself, the shortcut is a managed service that handles all of them by default — which is exactly what Agile One is built to do.

Agile One — our premium web subscription is designed so all twelve of these are covered as standard: a fast, secure, accessible, credible, well-structured site, kept current, monitored, measured and continuously improved by one accountable team. It’s £500 a month with no lock-in and nothing to pay until you’re live — ongoing value, not a build cost repaid. The audit shows you what good looks like; the subscription is one way to get there and stay there.

FAQ

Scored a few reds and want a second opinion? Scored a few reds? We’ll do a deeper audit for you free →