Impress Clients with this Site Audit Checklist

Impress Clients with this Site Audit Checklist

November 30, 2015 | By Pam Foster | 6 Comments

Impress Clients with this Site Audit ChecklistEver since I can remember, the folks at Midas Muffler have famously provided a 21-point checklist to diagnose your car and make sure it’s working properly. This checklist has been modified over the years, of course, but it remains a great tool for Midas because it does three things:

  • It shows customers that Midas is thorough in its diagnostic report
  • It builds trust with a perceived industry gold standard of what to look for during a car diagnostic visit
  • It positions Midas as the brilliant inventor of this fabulous checklist, even if they didn’t invent it!

So, think about using this terrific checklist approach when you offer a Site Audit, which is basically a web content diagnostic report.

Here’s how it works.

All websites have a number of important factors that make them successful when it comes to attracting visitors in Google and other search engines, offering a clear and user-friendly navigation, promising appealing solutions and benefits, standing apart from the competition, and much more.

Think about the websites you visit. Do you sometimes find that you can’t tell where the company’s located, or how to find the product you need? Or how to contact the company? It’s maddening, right?

Well … luckily for us copywriters, most websites need help. That’s why you’re going to have an awesome career as a web copywriter — the need is infinite!

So let’s get back to the Site Audit Checklist.

When you have a “gold standard” list of diagnostic parameters to check each time you’re working for a client … you’ll present yourself as an expert and you can easily find gaps and opportunities for your clients. You won’t overlook anything.

Now, where do you come up with a checklist? You don’t have to. We’ve done it for you!

We call it the “35-Point Usability Checklist” and it’s all about making sure you can masterfully assess what’s working and what’s not on any website.

Here’s what it includes, divided into sections:

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Editor’s Note: You can get the Site Audit Checklist and all the instructions on how to use it in Pam’s program Site Audits Made Simple: Consult Your Way to Lucrative Web Copywriting Projects.

This article was first published by The Professional Writers’ Alliance.

About the Author


Pam Foster

Pam Foster is a working B2B copywriter who has been writing corporate communications/marketing materials for 30+ years. This includes just about every type of B2B marketing copy you can think of — from sell sheets and trade show booth materials to articles, websites, blog posts, case studies, video scripts, and much more. Now, Pam works for a global veterinary association (all B2B), which means she definitely has the inside scoop on how to work with B2B clients.

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  • Regarding “20. Make sure the primary navigation runs across the top of the page or down the left, never on the right. (The right is reserved for special promotions, news and credibility factors.)” that is how I’ve always handled websites.

    That is until WordPress came along. Now it seems the standard is for the menu to be on the right or at least it doesn’t matter as much as it did before.

    I notice that this site, as well as Wealthy Web Writer, has the main navigation on the top and on the *right*.

    Why the disconnect or does it really not matter nowadays?

      • Hi Mark,

        Here’s Pam’s reply: The right column isn’t a static navigation section; it’s a feed of the latest stuff and is constantly being updated. Big difference. A lot of websites use this area for social feeds, new blog post feeds, etc. as we’ve done here.

  • I teresti g piece, and straight to the point. I can’t wait to start using what I have learned so far

  • This roadmap is great for people wanting to offer site audits. Great starting point and moving forward. Very useful series! Thanks a lot.

  • Hi Pam,
    You have done me a great favor. I will start using this waiting to jump in your program next time it is on offer. Thank you very much.

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