B2B website audit, the useful kind.
Most B2B website audits return a 40 page PDF with Lighthouse scores and accessibility notes. Useful for the dev team, irrelevant for the sales team. A B2B website audit done for commercial outcomes scores something different: whether the website earns or kills the reply when a prospect looks the company up.
What a useful B2B website audit covers
Homepage clarity in the first 200 words. Does the page answer "what does this company do, for whom, and why should I pay attention" within the first scroll. Tested against a 30 second skim by an ICP buyer.
Sales pages. Is there a page per service that a prospect could land on cold and immediately understand the offer, the pricing shape, and the next step. Tested against a buyer reaching the page from a specific Google search.
Case study credibility. Are the case studies named, dated, outcome specific, and survivable in a procurement review. Tested against a buyer needing to defend a vendor choice to a CFO.
Founder and team visibility. Is the team named, profiled, and linked to LinkedIn. Tested against a buyer wanting to know who they will actually work with.
Voice consistency. Does the proposal, the website, and the founder LinkedIn voice all read like the same company. Tested against a buyer comparing three touch points.
What a B2B website audit is not
It is not a Lighthouse score report. It is not a Core Web Vitals print out. It is not a list of broken links. Those have their place in technical SEO but they do not move conversion on a B2B site where the bottleneck is buyer trust, not page load. A B2B website audit done for sales reads pages like a buyer reads pages.
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