Website Auditing Services: 3 Essential Audits That Will Improve Marketing Performance

An audit doesn’t just spot what’s broken. Done right, it helps you understand why performance is lagging—across conversion, SEO, speed, content, and engagement. Once you have that insight, you can begin to make smarter, more efficient improvements that lead directly to more leads, better-qualified traffic, and measurable ROI.  A great audit should act like a detective drama, you investigate and finally have all the facts in front of you – so you can make decisions that will increase your lead generation.

According to research by Red Website, 48% of people searching for a new business judge their first impression of a brand based on their website appearance and performance.  Plus each second of page load speed added to a site can reduce sales by 27%.  So maximising your website performance by working with an auditing agency will not only boost sales, but will also reinforce the performance of your brand. Before you can improve your UX, SEO, or content performance—you need to know where things are going wrong, and this insight comes from a dedicated audit.

Website audits are your opportunity to dig underneath all the data and drag out the essentials that will improve the impact of your digital marketing. Structured assessments will uncover lost leads, technical issues, missed opportunities, and outdated content that’s holding your site back.

It’s not always easy to understand why users don’t convert. But website audits can highlight struggle points—like unclear calls to action, rage clicks on non-interactive elements, or key steps in your lead journey that are too hard to complete.

Tools like GA4 (Google Analytics 4) make it possible to track how users move through your site. However, interpreting the data to identify friction takes experience. That’s why many of Arboreal Marketing’s clients with conversion audit projects ask for GA4 training as well—to ensure internal teams can make sense of funnel drop-offs and journey loops.  This provides a long-term impact too, as micro auditing internally can provide incremental improvements, increasing the efficiency of lead generation through your website.

What to look for in a conversion audit:

• Drop-off points in user journeys
• Excessively long or confusing forms
• Navigation dead-ends or rage click areas
• Funnel stages with poor mobile usability

Increasing conversion rates, even through small changes—like reducing complexities on a form—can increase conversion rates.  With each increase of 0.1% in conversion, you can save on average £11,000 on your marketing budget through reduced acquisition costs. Imagine achieving that improvement without increasing your traffic—just by making better use of the traffic you already have.

Quick tips to audit your website for conversions:

• Map the full user journey from landing to lead form
• Identify pages with high exit rates in GA4
• Review CTA clarity and placement across key pages
• Check that lead gen forms work seamlessly on all devices

Search engine optimisation isn’t just about showing up in Google or Microsoft. It’s about ranking for the right terms to attract the right audience, and ensuring your website structure supports that.  Many websites struggle because the traffic landing on the site isn’t qualified and therefore is not likely to convert. 

Marketing teams often struggle to identify what visitors are landing on the site, in a recent audit, one client found that 66% of their traffic was visiting their careers page – and were never likely to generate leads.  An SEO Audit will provide the information you need to ensure your SEO keyword strategy and ranking performance is on point. Helping to rebalance the type of traffic you acquire, ensuring that your target audience is actually being targeted by your marketing!

SEO audits should assess keyword performance, metadata, internal linking, content relevance, and—critically—Core Web Vitals (Google’s way of scoring page experience). At Arboreal Marketing, we also compare your site’s SEO with key competitors, identifying gaps in strategy and content.

What to look for in an SEO audit:

• Missing or inconsistent meta descriptions and titles
• Unoptimised H1s and page structures
• Poor keyword targeting or cannibalisation
• Technical issues like slow-loading images or broken links

According to Backlinko, pages that load in under 2 seconds have 15% higher conversion rates, and are favoured in search rankings. A well-audited site not only ranks better—it creates a smoother, more authoritative experience for users.

Quick tips from an SEO Audit Agency:

• Identify content without a keyword focus
• Search for broken links and redirect errors
• Review internal linking structure across service pages
• Benchmark your rankings against top competitors

Getting traffic to your website is only half the battle. The next step is engaging that traffic—keeping users on-site long enough to educate, persuade and convert.

Website audits focusing on performance and engagement review how long users stay, how many pages they view per visit, and how well your site speaks to different customer personas. This includes looking at page speed, bounce rate, mobile responsiveness, and even tone of voice alignment with audience expectations.

What to Look for in an Engagement Audit:

• Low engagement time per user (under 60 seconds)
• Pages with poor mobile layout or heavy load times
• Unclear tone of voice or too much “inside-out” messaging
• Gaps in content that fail to guide the reader towards action

Tone matters. An “outside-in” approach—where your content speaks to the reader’s challenges, not just your own solutions—consistently improves engagement and lead quality.

At Arboreal Marketing, we also use psychometric tools like Insights Discovery to help align web content with different decision-making styles—from data-driven analysts to visionary CEOs. It’s a powerful way to make your site feel more relevant.  Plus it’s an excellent way to ensure your marketing content on page is tailored to deliver the right amount of information for each personality type, keeping engagement rates high and subsequently improving conversion rates.

Quick tips to audit engagement:

• Check engagement time in GA4’s engagement overview
• Review bounce rates on key traffic-driving pages
• Match page tone to customer pain points
• Include clear next-step guidance on content pages
• Ensure your pages all interlink in clear ways for the visitor

Website auditing services aren’t just a technical checkbox. Done properly, they help your business:

• Improve conversion efficiency—so you do more with less traffic
• Optimise SEO structures—so you rank where it matters
• Engage visitors more effectively—so leads are better qualified

HubSpot found that businesses with optimised websites generate up to 126% more leads than those with poorly performing ones. But getting there takes insight—not just instinct.

That’s where Arboreal Marketing comes in.

We help B2B marketing teams decode their digital data, fix what’s broken, and unlock new performance gains through smarter, audience-first marketing. Whether it’s a one-off website audit or training your team to carry out audits internally, we make the process clearer, faster, and more impactful.