The framework
Sixteen categories, one honest score
Each category is scored out of 100 and weighted to produce a single AuditScore. The framework is applied consistently to every website so results are comparable.
Strategic Purpose
Whether the site has a clear purpose and audience, and communicates them immediately.
User Experience
How intuitive, clear and effective the site feels to real visitors.
Visual Design
Consistency, hierarchy, typography, spacing and overall brand presentation.
Navigation & IA
Menu clarity, discoverability of key pages, cross-linking and mobile menu behaviour.
Content Quality
Clarity, tone, relevance, structure and alignment with audience needs.
Conversion Effectiveness
Whether the site actually helps visitors take the intended action.
SEO
Technical, structural and intent-based signals — well beyond a checklist.
Accessibility
Practical WCAG-aligned signals: contrast, labels, focus states, keyboard navigation.
Performance
Core Web Vitals, weight, caching, third-party impact and mobile speed.
Mobile Experience
How the experience holds up on real handset sizes and interaction models.
Trust & Credibility
Policies, contact details, evidence, testimonials and reassurance signals.
Technical Health
Broken links, mixed content, HTTPS, redirects and structured data integrity.
Innovation
Features that genuinely help visitors, not novelty for its own sake.
Competitor Position
How the site compares to relevant, publicly accessible peers.
Growth Potential
Opportunities that could meaningfully improve results in the next 90 days.
Consistency
How consistent branding, messaging and structure are across the site.