Digital Marketing

What our free website audit checks, and what it cannot

7 min readBy Davinder Kumar Meen

Our free website audit reads one page of your site the way a crawler does, adds Google PageSpeed Insights results for mobile, and scores four areas: SEO, conversion (CRO), AI search readiness and measurement. It ranks the five fixes that matter most and explains why and how to make them. It cannot see whether your tracking actually fires, what is behind a login or checkout, how real visitors behave, or whether your offer is right. Those need a person.

Key takeaways

  • The audit checks one page at a time: the HTML of the page you enter, its robots.txt, llms.txt and sitemap, and a mobile test from Google PageSpeed Insights.
  • Each area gets a score out of 100. Scores summarise automated signals; they are not a grade of your business or a forecast of rankings, traffic or sales.
  • Measurement checks report what is detected or not detected in the page, for example a tag manager, Google Analytics 4 or a consent banner. They cannot prove that events fire.
  • Your first report appears on the page without any details. Later reports from the same browser or network ask for your name and e-mail, and any report can be e-mailed to you as a PDF.

Why did we build a free audit?

Most of the first hour of a conversion review is spent on checks a script can do: is there a call to action near the top, is the page indexable, are the AI search crawlers allowed, is the analytics tag on the page. Our conversion review checklist separates those checks from the ones that need a person. The audit runs the first group in about a minute, so a conversation with us, or with your own team, can start from the questions that need judgement.

What does the audit check in each area?

Area What it looks at What it cannot tell you
SEO Title, meta description, canonical, headings, whether the page can be indexed, robots.txt and the sitemap, structured data, Google Lighthouse results How the page ranks, or what competitors do
Conversion (CRO) A clear call to action near the top, form length, tappable phone and e-mail links, trust signals, Core Web Vitals on a phone Whether the offer, price or message persuades your buyers
AI search readiness Whether AI search crawlers may fetch the page, whether it answers its question early, organisation and author details in structured data, llms.txt Whether an AI assistant actually cites you today
Measurement Tag manager and Google Analytics 4 detected (and not twice), a consent banner and Consent Mode signals, conversion hooks such as forms, tel: links and a thank-you path, Search Console verification Whether events fire, are named well, or are marked as key events

Speed results come from Google PageSpeed Insights. Where Google has data from real Chrome users for the page or site, the report shows it alongside the single simulated mobile test, because the two often differ. Google's Core Web Vitals thresholds apply: Largest Contentful Paint of 2.5 seconds or less, Interaction to Next Paint of 200 milliseconds or less, and Cumulative Layout Shift of 0.1 or less.

How does the audit work?

You enter an address and a Cloudflare Turnstile check runs in the background to keep automated abuse out. Our scanner then fetches that one page, plus its robots.txt, llms.txt and sitemap. It only reads public pages: it does not log in, fill in forms or change anything. It asks Google PageSpeed Insights to test the page on a simulated phone, scores the results and picks the five fixes with the most impact for the least effort. The report appears on the page, usually in about a minute.

Some sites block automated visitors, and some show their content only after JavaScript runs. In both cases the audit sees less than a visitor does, and the report says so instead of guessing.

What can the measurement checks tell you?

They tell you what is present in the page. If the audit detects two Google Analytics 4 configurations, your page views and events are probably being counted twice, and our GA4 event plan for lead generation explains how to set up one clean configuration. If it does not detect a consent banner, visitors in regions that require consent may not be asked; our guide to analytics when visitors decline cookies covers what changes once they are.

Every finding is worded as "detected" or "not detected", never "your tracking is broken". A tag can be present and still fire on the wrong page, send the wrong event name, or fire before consent. Finding that out means testing each conversion in GA4 DebugView with consent accepted and declined, which is part of a manual review.

What can the audit not see?

  • Whether your tracking works. Tags can be present and misconfigured.
  • Anything behind a login, a checkout or a form. The scanner only reads the public page.
  • Real visitor behaviour. Session recordings, analytics and interviews show where people hesitate; a crawler cannot.
  • Your offer and message. Whether the price, promise and proof suit your buyers is a judgement for people who know them.
  • The rest of your site. It checks one page per audit.

This is why the report ends with an offer of a manual review. Our conversion rate optimisation service starts with these questions.

What happens to the address and the details I give?

The audit keeps the address you entered and its report for 30 days, so your report link keeps working, and a cached result for the same page for 24 hours. It stores your IP address only as a salted one-way hash, to apply fair-use limits. If you ask for the report by e-mail, your name and e-mail go to our team by e-mail; the audit tool does not keep them in a database. Marketing e-mails are a separate box that is never ticked for you. The privacy policy has the details.

Run the free website audit on your most important page, then contact us if you want a person to go through the results with you.

FAQ

Is the audit really free?

Yes. There is no charge and no obligation. Your first report appears on the page without any details. Later reports from the same browser or network ask for your name and e-mail first, which keeps the tool free and limits abuse.

Why does my score differ from other tools?

Each tool checks different things and weights them differently. Our scores summarise the checks listed in the report for one page. Compare the individual findings rather than the totals, and compare the same page over time with the same tool.

Will fixing everything in the report improve my rankings?

We do not promise that, and nobody honestly can. The report points to problems worth fixing. Rankings, traffic and sales depend on your market, your content and your offer as well as on technical health.

Does the audit work on single-page apps and protected sites?

Partly. If a page shows its content only after JavaScript runs, or a bot-protection service blocks our scanner, the audit sees less than a visitor does. The report says when this happens, and the PageSpeed Insights results, which load the page in a real browser, are still included.

Can the audit check my whole site?

No. It checks one page per run. Start with the page that brings in most of your enquiries or sales, usually the home page or a key landing page, and run it again on other important pages.

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