Downloadable checklist: Audit your agency / web services website

Show clients your best side

When you are busy running your own agency or web services company, time flies. From client demands and marketing, to social media and financial responsibilities, it seems there are just not enough hours in the day! Unfortunately, all too often our own agency or web services website pays the price in not being updated, reviewed or paid attention to as needed.

“They always say time changes things, but you actually have to change them yourself.” ~ Andy Warhol

Let’s get started.

Free checklist: Audit your agency / web services website

Check out our checklist that walks you through the big-ticket items you should review and possibly update on your agency or web services website … then read on for the highlights.

Can’t view the document in your browser? Click here to download a PDF copy.


Whether you use WordPress or another website platform, here are some key items you’ll want to review:

Plugins, themes and extensions. Check to make sure everything is current. If an extension, module theme or plugin has not been updated to be compatible with the latest platform version, look for alternatives.

Security. Is your site secured and SSL’d? It is recommended to have SSL certificate in place even if you are not “selling” anything. (Google is also using HTTPS as a ranking signal.)

Securing your site against vulnerabilities and hacking attempts is crucial. It helps to build visitor confidence and your trust factor.

GoDaddy SSL Infographic
If you sell anything or collect visitor information on your agency or web services website, it’s important to secure your site with an SSL certificate.

Privacy. Is your privacy statement current and easy to find? Don’t have a privacy statement? Create one. This is a necessary signal that shows you understand the importance of your site visitor’s data security.

Website speed. Have you tested your site speed recently? Speed is another ranking factor — and the faster the better. Google likes to see pages loading in 2 to 3 seconds! You don’t want to have a slower site than your competitors. Check out Google’s Page Speed Insights tool or to see where you can make improvements.

Google Search Console. If you changed platforms, hosts or possibly even themes, resubmit your website to Google Search Console for verification. Here’s how to integrate Google Search Console with a WordPress website.

Mobile responsiveness

If your site is not mobile responsive make this your No. 1 priority. Chop-chop!

Mobile friendliness. Run your site through Google’s Mobile-Friendly test and get a plan in place.

Accelerated Mobile Pages (AMP). Accelerated Mobile Pages is an open-source project by Google that aims to make mobile web pages super fast to load. Make sure you’ve added AMP support for your agency or web services website.

Mobile publishing. If you haven’t yet added support for Facebook’s Instant Articles, there’s no time like the present. Instant Articles leverages the same technology used to display photos and videos quickly in the Facebook app, so you can publish articles that load instantly in the News Feed.

Audit Web Services Website Facebook Instant Articles

Structure & navigation

Navigation. Is your navigation clear and intuitive? How does it look on mobile? Do you use terminology your potential clients will understand? Use Google Analytics to view your site’s statistical data and see how visitors are navigating through your agency or web services website. Then use that data to prioritize your menu items. Visitors should be able to easily find what they are looking for.

Contact form. Make sure your primary contact form is just a click away from every page on your website. Test contact forms to ensure that they’re properly formatted and operational? And remember: Less is more. The longer the form, the less likely it will be completed. Offer different forms for more complicated requests where it will be assumed more details are required.

When it comes to contact forms, less is more.


Form submission email. If form submissions trigger an email, is the email content up-to-date, and are the emails going to the right people?

Social media widgets. Are your social media buttons in the same place on every page and above the fold where folks can easily follow you?

Footer. Is the footer on your agency or web services website up to date? Nothing like an outdated copyright notice from last year to say “no one’s home.”


Cutting-edge design. Is the look of your website current? Trends change quickly in the web dev and services space, and you need to be on the cutting edge.

Image quality. Do the images on your agency or web services website match your company’s branding? What about your About page photo? If it is years old, update it.

Don’t underestimate the power of current and quality images to back up your content.


Image size. Do images fit the spaces they are displaying in? Make sure they’re not too small or too large to break the layout. And are images shared on social media from your website the proper size?

Image credits. Do you provide appropriate credit for images you did not purchase or otherwise have permission to use? Copyright infringement is a serious issue.

CTA & targeting

Calls-to-action. Are your key call-to-action messages obvious? You know why potential clients contact you most — are those themes clear?

  • Do you differentiate yourself from your perceived competitors in look and personality?
  • Do you talk to or at your site visitors? Two entirely different approaches!
  • Do you make direct call- to-action that speak to your clients needs and direct them on exactly what they need to do?

Google Analytics. Have you installed Google Analytics to monitor your website’s user demographics?

Have you set up goals in Google Analytics to track CTA effectiveness? If you’ve set up goals, are they tracking correctly?

CTA metrics. Have you set up goals in Google Analytics to track CTA effectiveness? If so, are they tracking correctly?


Case studies. Update your case studies and testimonials. Reach out to your existing and previous clients and ask for a paragraph or two that you can share on your site. Get tips for prepping new case studies.

Links. Check for broken links, both internal and external. I use Xenu’s Link Sleuth to run reports and get the full picture. Screaming Frog is a premium alternative that works across all platforms.

Downloads. Downloadable assets are a great way of attracting visitors and building confidence in what you do. But are they up to date? Do your downloads reflect your latest data or information?

Portfolio. Even evergreen content like portfolio entries need sprucing up every once in awhile. Adding additional details or recent developments gives the content even more staying power.

Dated content. Often you just need to remove dated information. If content is no longer valid, isn’t current and requires a complete rewrite, do so. First check yours stats before you retire the URL. If an outdated article is still gathering sporadic traffic, keep the URL and replace with all new relevant content.

Editorial calendar. Develop and/or update your editorial calendar to help ensure that you publish strong content on a consistent basis to encourage return visits.

Consistent content additions boost your credibility and can help to support rankings.


Metadata. Make sure you have custom title tags and meta descriptions for each and every page. This is what potential clients will see in the SERPs (search engine results pages). Be sure to include that specific page’s targeted keyword phrase in both.

Social sharing. Check your web pages in Facebook’s Sharing Debugger to see what they look like when shared on Facebook. Update your metadata and Open Graph tags accordingly if they’re not displaying correctly.

XML sitemaps. If you haven’t submitted XML sitemaps to search engines, do it.

Nothing about having a website is “set it and forget it.” Check out our free checklist to audit your agency or web services website to make sure your site is perceived as cutting edge and ready to take on any new opportunity that comes your way!

Can’t view the document in your browser? Click here to download a PDF copy.

Also published on Medium.

Image by: via Visualhunt / CC BY