Hubspot Website Audit Guide

A structured website audit inspired by Hubspot best practices helps you uncover technical issues, content gaps, and UX problems so you can systematically improve traffic, conversions, and overall site performance.

This guide adapts the core framework from the official Hubspot website audit article into a clear, step-by-step process you can run on any site.

Why a Hubspot-Style Website Audit Matters

A regular audit reveals how well your site supports business goals. A Hubspot-style approach structures that review into focused areas:

Technical health and crawlability
SEO and keyword targeting
User experience and accessibility
Design consistency and branding
Content quality and conversion paths

By following this repeatable process, you create a baseline and track improvements over time instead of guessing what to fix next.

Hubspot Audit Framework Overview

The original framework breaks a website audit into manageable sections. Use this high-level outline before diving into details:

Clarify your goals and audit scope
Collect baseline data and analytics
Audit technical performance
Review on-page SEO and structure
Evaluate UX, design, and navigation
Assess content quality and gaps
Map and optimize conversion paths
Prioritize fixes and create an action plan

Next, follow the step-by-step checklist modeled on the Hubspot methodology.

Step 1: Define Goals for Your Website Audit

Before you start, specify what you want from the audit. A Hubspot-style process always begins with clear objectives, such as:

Increase organic traffic to key product or service pages
Improve lead generation from forms and CTAs
Reduce bounce rate on landing pages or blog posts
Improve site speed and mobile experience

Write these goals down and keep them visible while auditing; they will shape what you prioritize later.

Step 2: Gather Data and Benchmarks

Collect analytics and performance data before changing anything. This mirrors the data-first approach used in the Hubspot resource.

Analytics tools: organic traffic, top pages, bounce rate, conversion rate
Search tools: impressions, clicks, average position, queries
Behavior tools: heatmaps, scroll maps, session recordings

Export current metrics so you can compare future performance after implementing your action plan.

Step 3: Run a Technical Website Audit

Technical issues can block search engines and frustrate users. The Hubspot-style audit recommends checking at least the following areas:

Core Technical Checks

Crawl errors and broken links (4xx, 5xx)
Redirect chains and loops (301, 302)
HTTPS configuration and mixed content
XML sitemaps and robots.txt directives

Site Speed and Performance

Page speed is a major factor in both UX and search visibility. Test core templates (home, category, blog post, landing page) and review:

Largest Contentful Paint (LCP)
First Input Delay (FID) or Interaction to Next Paint (INP)
Cumulative Layout Shift (CLS)
Image sizes and compression
Render-blocking scripts and styles

Document all key issues, then group them into quick wins versus larger development tasks.

Step 4: Hubspot SEO Audit Essentials

Next, audit on-page SEO and structure using a process aligned with the Hubspot guide.

Keyword Targeting and Mapping

Assign one primary keyword and a few related terms to each important URL.
Avoid competing pages targeting the same exact term.
Create a simple keyword map to track which page targets which topic.

On-Page SEO Elements

Check each important page for:

Unique, descriptive title tags (50–60 characters)
Compelling meta descriptions that encourage clicks
One clear H1 plus logical H2/H3 hierarchy
Short, readable URLs that match search intent
Internal links pointing to priority pages

Ensure that each page focuses on solving a specific user problem while matching search intent.

Step 5: UX and Hubspot-Inspired Design Review

A strong user experience keeps visitors engaged and moving toward conversion. The Hubspot article emphasizes viewing UX from the visitor’s perspective.

Navigation and Information Architecture

Menus are simple, descriptive, and limited in depth.
Key pages (pricing, services, contact) are never more than a few clicks away.
Breadcrumbs and internal links help users orient themselves.

Mobile Experience and Accessibility

Responsive layout on all major devices.
Readable font sizes and sufficient line spacing.
Tap targets large enough for fingers.
Alt text on images and clear color contrast for accessibility.

Record friction points that slow users or create confusion, then connect each issue back to your initial goals.

Step 6: Content Audit Using the Hubspot Method

Content quality is central to the Hubspot approach. Audit both individual pages and your overall content library.

Evaluate Individual Pages

Does each page solve a clear problem or answer a question?
Is the content accurate, up to date, and well structured?
Are there obvious gaps, thin content, or duplication?

Evaluate Your Content Library

Identify top-performing pages by traffic and conversions.
Locate underperforming URLs that can be refreshed, merged, or removed.
Check for pillar pages and supporting cluster content around core topics.

Flag opportunities to refresh statistics, add examples, improve formatting, or better align with search intent.

Step 7: Map Conversion Paths and CTAs

A Hubspot-style website audit always connects UX and content back to lead generation and revenue.

Audit Forms, CTAs, and Offers

Identify key offers (demos, consultations, downloads, trials).
Check if CTAs are visible, relevant, and benefit-driven.
Test form length, required fields, and error handling.

Trace the Full Conversion Journey

Follow paths from traffic sources through landing pages to thank-you pages and nurturing flows. Ask:

Is the next step always obvious?
Do pages provide enough value to justify the conversion request?
Are follow-up emails or nurture sequences in place?

Document where leads drop off so you can design experiments to improve conversion rates.

Step 8: Prioritize and Build an Action Plan

After gathering your findings, use a structured system, similar to the Hubspot framework, to decide what to tackle first.

Score and Prioritize Issues

Impact: How strongly does fixing this influence your goals?
Effort: How hard or time-consuming is it to implement?
Urgency: Does this issue block other improvements or revenue?

Focus on high-impact, low-effort tasks first, then schedule medium and long-term projects.

Create a Clear Implementation Roadmap

Group tasks into categories: technical, SEO, UX, content, and conversion.
Assign owners, deadlines, and success metrics.
Set a cadence (monthly or quarterly) to review progress and re-run key parts of the audit.

Tools and Resources to Support Your Audit

Many teams pair this structured process with specialized platforms or consultants. For example, digital optimization partners like Consultevo can help implement and measure complex changes across SEO, UX, and analytics.

Combine reliable tools, clear goals, and the Hubspot-inspired audit structure to keep your website continuously improving instead of reacting to isolated issues.

Next Steps

Use this guide as a repeatable checklist:

Set goals and gather data.
Audit technical health and performance.
Review SEO, UX, design, and content.
Map conversion paths and CTAs.
Prioritize fixes and execute your roadmap.

By following this Hubspot-style framework regularly, you transform your website into a continually optimized asset that drives measurable business growth.

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