The 25-Point Website
Audit Checklist

Run through every item on this list to find exactly what’s holding your website back from generating leads, booking appointments, and growing your practice.

How to use this checklist: Go through each item and check it off if your site passes. Items marked CRITICAL have the biggest impact on whether visitors book or leave. When you’re done, count your score — the scoring guide is at the bottom.

Technical Performance

5 items

Page loads in under 3 seconds on mobile

Test at pagespeed.web.dev. 53% of mobile visitors leave if a page takes longer than 3 seconds. Aim for under 2.5s.

Critical
Site is fully mobile-responsive

Over 60% of healthcare searches happen on mobile. Tap all buttons and forms on a real phone, not just a resized browser window.

Critical
Site runs on HTTPS (SSL certificate active)

Browsers show a “Not Secure” warning on HTTP sites, which kills trust instantly. Your URL should start with https://.

Critical
No broken links or 404 errors

Use a free tool like Dead Link Checker. Broken links hurt SEO and erode trust with visitors.

Important
Images are compressed and optimized

Large uncompressed images are the #1 cause of slow load times. Use WebP format where possible. Max 200KB per image.

Important

Design & User Experience

5 items

A clear call-to-action is visible above the fold

Visitors should know exactly what to do within 3 seconds of landing. “Book an Appointment” or “Call Now” should be visible without scrolling.

Critical
Navigation has 5–7 items maximum

Too many nav items cause decision paralysis. Every extra option reduces the chance a visitor takes the action you want.

Important
Phone number is clickable and in the header

Mobile visitors should be able to call you with one tap. A phone number in the header alone increases calls by 25–40%.

Critical
Real photos are used (not generic stock)

Real photos of your office, team, and patients build trust 10x faster than stock photography. Visitors can tell the difference immediately.

Important
Sufficient color contrast (text is readable)

Grey text on white backgrounds is one of the most common design mistakes. Test at webaim.org/resources/contrastchecker. Aim for 4.5:1 ratio.

Quick Fix

Content & Messaging

5 items

Homepage headline answers “what do you do and for whom”

Example: “Dental Care for Families in Austin, TX” is clearer than “Welcome to Our Practice.” Clarity always beats cleverness.

Critical
Services are explained in plain language

Avoid clinical jargon. Write as if you’re explaining a service to a patient at the front desk. Benefits over features.

Important
Social proof appears near every CTA

Patient reviews, star ratings, or “Joined by 500+ patients” near your booking buttons dramatically increase conversions. Don’t put reviews only on a dedicated page.

Critical
A clear About/Team page exists with real bios

People choose healthcare providers based on trust. A real photo and genuine bio from the doctor or pastor goes further than any design element.

Important
No filler text or “Welcome to our website” copy

Every sentence should do a job: answer a question, build trust, or move the visitor toward booking. Delete anything that doesn’t pass this test.

Quick Fix

SEO Foundation

5 items

Every page has a unique title tag (under 60 characters)

Title tags are the #1 on-page SEO factor. Include your primary keyword and city. Example: “Family Dentist in Austin, TX | Bright Smile Dental”

Critical
Google Business Profile is claimed and complete

GBP is your most powerful local SEO tool. Ensure name, address, phone, hours, photos, and category are all complete and accurate.

Critical
NAP (Name, Address, Phone) is consistent everywhere

Your business name, address, and phone number must be identical on your website, GBP, Yelp, and all directories. Inconsistency confuses Google.

Important
Google Search Console is set up and verified

GSC shows you exactly what search terms bring visitors to your site. Free, and essential for tracking SEO performance.

Quick Fix
Images have descriptive alt text

Alt text helps Google understand your images and improves accessibility. “Dr-Smith-Austin-family-dentist.jpg” is better than “IMG_4521.jpg”.

Quick Fix

Lead Generation & Conversion

5 items

Online booking or contact form is working and tested

Fill out your own form right now. Is it easy? Does the confirmation email arrive? A broken form silently kills your lead flow.

Critical
Contact form asks for 5 fields or fewer

Every extra field reduces form completion by ~10%. Only ask for what you absolutely need: name, phone/email, and a brief message.

Important
Google Analytics (or similar) is installed

You can’t improve what you don’t measure. At minimum, you need to know how many visitors you get and which pages they visit.

Important
CTA buttons use action words (not just “Submit”)

“Book My Appointment” converts 3–4x better than “Submit”. “Get My Free Consultation” beats “Contact Us.” Specificity and ownership language work.

Quick Fix
A FAQ section exists to handle common objections

Answering “Do you take insurance?”, “How long does an appointment take?”, and “Is parking available?” on your website reduces phone tag and pre-qualifies leads.

Important

How Did You Score?

Count how many items you checked off. Use the guide below to understand where you stand — and what to prioritize next.

0–12

Needs Work

Your site is likely losing leads every day. Focus on the Critical items first — those 8 fixes alone can double your conversion rate.

13–19

Getting There

Solid foundation with clear room to grow. Tackle the remaining “Important” items to close the gap and pull ahead of local competitors.

20–25

Strong Position

Your site is performing well. Focus on speed, A/B testing CTAs, and content to push from good to exceptional.

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The 25-Point WebsiteAudit Checklist

How Did You Score?

The 25-Point Website
Audit Checklist