What questions should a website audit answer?

A website audit should answer whether the site's goals are aligned with business objectives, whether the technology supports required functionality, whether content addresses buyer needs at each journey stage, and whether the user experience removes friction rather than creating it. Pre-audit questions include what is missing from the current site, what visitors' demographics and behaviors reveal, and whether the brand reflects where the company is today.

Technology stack questions assess whether tool usage reflects actual needs, whether ROI is being generated from the technology, and whether data silos are preventing collaboration. UX evaluation should follow established heuristic frameworks that examine navigation intuitiveness, form usability, error messaging, accessibility compliance, visual consistency, and whether the system communicates status clearly to users. Content audits identify outdated or underperforming pieces and assess whether content aligns with buyer personas and journey stages. Performance evaluation covers load times, mobile optimization, redirect handling, CTA placement and effectiveness, and responsive design across devices. Each category produces specific, actionable findings rather than subjective impressions.