The Best Way to Handle a B2B Website Audit

Your site is not unlike every other B2B website ever published. Improvements can be made to increase traffic, improve engagement and raise conversion rates. According to Woorank, “What separates successful sites is that improvements are constantly evaluated and tested to allow changes to be tracked and measured.”

A website audit doesn’t have to be intimidating.

You don’t need to waste precious resources by worrying about every available measurement for your website. Start by setting clear key performance indicators (KPIs), and tracking goals and conversions, so that you can focus on what makes the biggest impact to your business. Ensure that everyone involved in promoting and using your website understands the metrics, priorities and how they will impact your return on investment (ROI).

The investment you make in conducting a thorough, appropriately-focused audit of your site should equate to the improved performance you expect to receive in return. Free tools are great at providing high level stats and hints at what issues your site faces. But those tools cannot FIX those issues.

If you’re serious about making changes to your site that will quantifiably increase traffic, improve engagement and raise conversion rates, then you need to invest in a custom-tailored audit with a B2B digital marketing partner.

Your Role

When you engage Responsory for a comprehensive website audit, we will ask you to help us collect the following information:

  • View-only access to your traffic analytics tool, such as Google Analytics, is required
  • Access to your website’s content management system is helpful, but not critical
  • List of key performance indicators for website success and each KPI’s response mechanism (e.g., generate sales leads via an online “Request Info” form and Sales Hotline phone number)
  • List of up to 3 competitor website URLs
  • Description of current and recent past traffic-driving activities: email, paid search, display advertising, social media, and offline efforts like direct mail, etc.
  • List of landing page URLs used as part of your marketing activities and description as to how they’re being used
  • Documentation related to website marketing plans, audits, performance reports, etc.
  • Target audience profiles/personas (the demographics of the ideal web visitor)

If there are items on this list that you don’t have due to technical or resource issues, don’t fret. When you work with a partner like Responsory, a customized audit can include the development of these essential components. They can be built into the final deliverable!

What We Audit

Responsory will customize your audit for your organization’s particular situation and objectives. The following are the most common areas of focus:

Traffic Analytics

We look at where visitors are arriving, where they came from, bounce rates, time on page and other engagement stats. How is your analytics tool configured and set for tracking specific goals (e.g. completing a purchase or submitting an email address)?

Based on the journey you’ve outlined for your visitors, we look at how your site’s design, content and functionality encourages conversion rates. We’re looking to eliminate the issues which cause friction and impair engagement.

On-page Optimization

Are your pages optimized with relevant and consistent keyword use? Are your on-page calls-to-action clear and compelling? Are your response mechanisms performing as expected?

We look at your content with an eye for SEO, using our very own Ultimate SEO Copywriting Cheat Sheet as our best-practice guide. We also look for potential clutter and unnecessary content, navigation or functionality. This can give more space for information and Calls To Action, limiting distraction and confusion.

Lead Generation

We look at your goals and actions to see if they are as simple and easy to follow and complete as possible. For instance, are your forms long or in multiple steps? What is the user’s reward for completing your forms? Is there an abandonment issue? We’ll pinpoint the obstacles your users face when trying to engage with your site.


What kind of reporting are you doing on a regular basis. We’ll review your dashboard(s) and reports and collection methods and determine if and how improvements can be made.

Technical SEO

We carefully review how your site is implementing the basic but important SEO best practices that include title tags, meta descriptions, headings, image alt attributes, keyword density and consistency, in-page links, backlinks, broken links, WWW resolve, robots.txt, XML sitemap, URL parameters, mobile friendliness and speed, custom 404 page, avatar, and more.

SEO-boosting Content

Does your site have a blog? Is it set-up to benefit your site users, your marketing goals, and your site’s organic search health? If you are blogging, we look at your blog style, posting frequency, titles, categories, images, social media integration, and more.

Social Media

We take a look at your organization’s official social media accounts. Quantity and quality of your followers, who you’re following, and the likes and shares of recent posts. We define in what ways your social presence impacts your website.

Competitor Website Analysis

Comparing your site to those of your top competitors is a great way to walk in the shoes of your customers and prospects. When they’re researching their options, how does their experience on your site compare to that of other players in the field? Again, based on your specific situation, we tailor this analysis for your particular needs. It may be focused more on technical and SEO aspects, or it might require a stronger emphasis on design, functionality or messaging. Or, perhaps all of the above.

How to Get Started

When you’re ready to talk about your Website Audit goals, we’re ready to listen. A candid conversation with Responsory’s digital marketing pros about your pain points is a great place to begin. We’ll discuss what your goals are for a Website Audit and prepare an estimate for you. Typically, a B2B website audit will take 6 to 8 weeks to complete and require a budget of $12,000 to $24,000, depending on the size and condition of the site.

You walk away with a detailed report that definitively describes your site’s issues and provides comprehensive recommendations to resolve them.

Are you ready to increase traffic, improve engagement and raise conversion rates for your B2B website? Give us a call today.