12-point website audit checklist.
The same checklist we use when teardown-ing client websites in our free audit. Print it, screenshot it, share it with your team. Score yourself honestly — anything that fails is leaking pipeline.
URBAN CAIRN TECH SOLUTION · UDYAM-GJ-03-0077762 · GSTIN 24ETKPD1689B1ZU · INDIA
01 · Speed & Core Web Vitals
- Lighthouse mobile score 90+ (Performance category)
- Largest Contentful Paint (LCP) under 2.5 seconds
- Cumulative Layout Shift (CLS) under 0.1
- Interaction to Next Paint (INP) under 200ms
- Hero image preloaded; below-fold images lazy-loaded
- WebP/AVIF used; no PNG/JPG larger than 200KB
- JavaScript code-split by route; initial JS under 200KB gzipped
02 · Mobile UX
- Responsive across 375px, 768px, 1024px, 1440px
- All tap targets at least 44×44px
- No horizontal scroll on any viewport
- Forms usable without zooming
- Click-to-call and click-to-WhatsApp buttons visible on mobile
- Sticky bottom action bar on mobile (CTA always reachable)
03 · Conversion architecture
- Primary CTA visible above the fold on every page
- Single primary action (no choice paralysis between 3+ buttons)
- Multi-step lead form (3 short steps beats 1 long form)
- Form submits to email + WhatsApp (Indian customers prefer WhatsApp)
- Trust signals near every CTA (MSME badge, client logos, testimonials)
- Exit-intent capture for first-time visitors
- Sticky CTA appears after 60% scroll depth
04 · SEO foundation
- Unique <title> and <meta description> per page
- One H1 per page; semantic H2/H3 hierarchy
- Canonical URL declared on every page
- Open Graph + Twitter Card meta with 1200×630 image
- JSON-LD schema: LocalBusiness + WebSite + (BreadcrumbList per route)
- sitemap.xml present and submitted to Google Search Console
- robots.txt references the sitemap
- All deep links return HTTP 200 (not 404 with SPA fallback)
- Geo meta tags (region, lat/lng) for local search
- Internal linking from home → services → case studies → contact
05 · Trust & credibility
- Real founder name + photo + LinkedIn link
- Real client logos (or marquee with real partner names)
- At least 3 detailed testimonials with name + role + result metric
- Case studies with actual before/after numbers
- MSME / Udyam / GST badge visible in footer
- Privacy Policy + Terms of Service pages (legal hygiene)
- Working hours, NAP (Name/Address/Phone) consistent everywhere
06 · Analytics & measurement
- Google Analytics 4 installed (with conversion events)
- Microsoft Clarity for heatmaps + session recordings
- Form submit, WhatsApp click, call click tracked as events
- Goals/conversions configured in GA4
- Search Console verified + sitemap submitted
- Monthly review of top pages, bounce rate, conversion rate
07 · Lead nurture
- Welcome email auto-sends within 5 minutes of form submit
- Lead routed to CRM with source attribution
- WhatsApp deep-link with pre-filled context message
- Calendar booking option (Calendly / Cal.com) for instant scheduling
- Follow-up sequence (3-5 touches) for unconverted leads
- Newsletter sign-up in footer for slow-cycle nurture
08 · Content & topical authority
- At least 3 pillar blog posts (1500+ words each)
- Blog has category pages, related posts, table of contents
- Programmatic city/industry pages for long-tail capture
- New content shipped at least monthly
- Internal links between blog posts and service pages
- BlogPosting schema on every article
09 · Off-page authority
- Listed on Google Business Profile (verified)
- Listed on Justdial, Sulekha, IndiaMART (Indian directories)
- Listed on Clutch.co or GoodFirms (B2B)
- LinkedIn company page complete + active
- YouTube short-demo videos embedded back into site
- 3+ guest posts on relevant publications
10 · Accessibility & code quality
- Semantic HTML (header/main/footer/nav/article)
- ARIA labels on icon-only buttons
- Color contrast meets WCAG AA on all text
- Keyboard navigation works on every interactive element
- Reduced-motion media query respected
- No console errors on production
11 · Security & resilience
- HTTPS everywhere (no mixed content)
- Security headers (HSTS, X-Frame-Options, CSP basics)
- Form spam protection (honeypot or hCaptcha)
- 404 page is designed (not browser default)
- Backups of code, content, database, credentials
- Email + DNS configured with SPF/DKIM/DMARC for deliverability
12 · Brand & differentiation
- Original logo (not a stock or AI-generated mark)
- Distinctive primary color outside the over-used Indian agency palette
- Custom typography combination (not just system defaults)
- Editorial photography or device mockups (not stock photos)
- Voice + tone consistent across pages, blog, emails
- Brand-of-one positioning ("studio for X" beats "agency that does Y")