Checklist
Marketing Audit Checklist
39 checkpoints across SEO, paid media, tracking, and conversion. Find your gaps in under an hour.
How to Use This Checklist
Work through each section systematically. Don’t try to fix everything at once. Flag the issues, prioritise by impact, then tackle them in order.
Items marked with a red bar are high priority. Yellow bars are medium priority. If you’re short on time, focus on the red items first.
1 Technical SEO
Site loads in under 3 seconds: Test with Google PageSpeed Insights. Slow sites kill conversions.
Mobile-friendly and responsive: Check Google’s Mobile-Friendly Test. Over 60% of traffic is mobile.
SSL certificate installed (HTTPS): Non-negotiable for trust and rankings.
XML sitemap submitted to Google Search Console: Helps Google discover all your pages.
No duplicate content issues: Check for www vs non-www, HTTP vs HTTPS duplicates.
Robots.txt not blocking important pages: Common mistake that tanks traffic.
No broken links (404 errors): Run a crawl with Screaming Frog or similar.
Core Web Vitals passing: LCP, FID, CLS all in green zone.
2 On-Page SEO
Unique title tags on every page: Under 60 characters, include primary keyword.
Meta descriptions written for click-through: 150-160 characters, compelling copy.
H1 tags present and unique on each page: One H1 per page, includes keyword.
Images have alt text: Descriptive, includes keywords where natural.
Internal linking structure makes sense: Important pages have multiple internal links.
URLs are clean and descriptive: /services/seo-audit not /page?id=123
3 Analytics & Tracking
Google Analytics 4 installed and receiving data: Check real-time report to confirm.
Conversion tracking configured: Form submissions, purchases, calls all tracked.
Google Search Console connected: Essential for SEO visibility.
Goals/events tracking key actions: Button clicks, scroll depth, video plays.
UTM parameters used consistently: All campaigns tagged for attribution.
Cross-domain tracking configured: If you have multiple domains in the journey.
Spam/bot traffic filtered: Internal traffic and known bots excluded.
4 Paid Media
Conversion tracking verified and accurate: Test conversions match actual leads/sales.
Negative keywords in place: Blocking irrelevant searches saves budget.
Ad copy matches landing page: Message consistency improves Quality Score.
Audiences segmented appropriately: Not everyone gets the same message.
Remarketing audiences built: Site visitors, cart abandoners, past customers.
Budget allocation matches performance: Money flows to what works.
Ad extensions fully utilised: Sitelinks, callouts, structured snippets.
5 Conversion Optimisation
Clear call-to-action above the fold: Visitors know what to do within 5 seconds.
Forms are short and functional: Only ask for what you need. Test submissions.
Trust signals visible: Reviews, testimonials, security badges, logos.
Value proposition is clear: Why you, why now, what’s in it for them.
Contact information easy to find: Phone, email, address visible.
Thank you pages configured: Confirm submission, set expectations, offer next step.
6 Content & Messaging
Homepage communicates what you do in 5 seconds: No jargon, clear value.
Service/product pages exist for key offerings: Each service has dedicated, optimised page.
Blog/content hub with relevant topics: Answering questions your customers ask.
Case studies or proof of results: Show, don’t just tell.
FAQ page addresses common objections: Reduce friction before it happens.
Download the Printable PDF
Get the checklist as a PDF you can print and work through with your team.
Request PDFWhat to Do With Your Findings
Once you’ve completed the audit, you’ll have a list of gaps. Here’s how to prioritise:
- Fix high-priority items first: These have the biggest impact on revenue
- Group related fixes: Tackle all tracking issues at once, all SEO issues together
- Set a timeline: Aim to close critical gaps within 30 days
- Re-audit quarterly: Things break, algorithms change, stay on top of it
Need help prioritising or implementing fixes? Book an audit review and we’ll walk through your findings together.
Start with a conversation.
Thirty minutes. We’ll tell you what we would do first, what it’s worth, and whether we’re the right firm to do it. On the same call, you’ll see the Native Marketing Platform working through the portal you would use.
Book a consultation