Find where your agency website loses search visibility and qualified leads.

An agency website audit should follow more than the homepage. Agree a sample that includes a core service, a supporting case study, a sector page when relevant, an article that attracts prospective clients, and the contact or booking destination. The point is to inspect a complete decision path, not collect unrelated warnings from a large crawl.

For each starting page, name the intended buyer and the next decision. Someone comparing website redesign partners needs different evidence from a marketing manager seeking ongoing paid-media support. If both visitors land on the same page, check whether the navigation explains the options. A focused website conversion audit can help examine that path when discovery is not the main concern.

Do not assume that every service phrase needs a new landing page. Compare the intended work, audience, deliverables and supporting proof first. Two pages with different headlines but the same offer may be better candidates for clarification or consolidation than further expansion. An audit should explain the distinction before recommending content production.

Where a separate page is justified, it needs a specific reason to exist: what the service covers, who it suits, which questions it answers, and how a buyer can discuss the project. Sector and location pages should describe genuine experience or delivery arrangements, not imply offices, clients or credentials the agency does not have. Record missing evidence as a question for the owner rather than fill the gap with invented claims.

A portfolio image shows an output, but it may not explain the agency's role. A useful case-study review asks whether the page identifies the starting problem, the work performed, relevant constraints, and the outcome that can actually be supported. Distinguish design, implementation and strategy contributions when several teams were involved.

For an illustrative example, a web studio might publish a redesign case study linked from its design service. A visitor should be able to understand what changed, see the work clearly on a phone, and return to the relevant service or inquiry path. This is a navigation example, not a claim that such a project produced more leads. Where results are confidential, describe the permitted process and scope instead of manufacturing percentages.

Review field labels, required information, error recovery and the next-step explanation together. Asking for a detailed budget or brief can be appropriate for some agencies; the question is whether the information is needed at this stage and whether a visitor understands why. A short form that reaches the wrong team is not a successful handoff simply because it is easy to complete.

A public review can inspect the visible form and booking route, but it cannot prove that a lead reaches an inbox or CRM. Confirming delivery requires a separately authorized test, an agreed recipient and a clear disposal plan for test records. Do not send private prospect data to demonstrate a problem. The lead form conversion audit explains the form-specific review, while a Google Ads landing page audit adds the context of a paid campaign's intended message and destination.

Before the audit, share the public site address, priority service lines, intended markets and recent changes. Identify the main decision: whether to repair a lead route, reorganize services, improve proof, or prepare for a campaign. Your clients' advertising credentials and confidential project files are not needed for that initial conversation.

After the review, group recommendations by responsible team and dependency. A broken contact route may belong to development; an unclear service promise needs the service owner; a missing measurement definition needs marketing operations. Each item should include the observed page, supporting evidence and a retest condition. See the sample audit report for the structure. Improvements can remove obstacles, but they do not guarantee rankings, inquiry volume or signed contracts.

An agency can change its positioning while its portfolio still describes an earlier business. During a website audit, compare a small selection of older case studies with the services you sell today. The aim is not to remove useful history. It is to help a prospective client distinguish past work from a current offer and find an appropriate next step.

Consider a fictional studio that previously built ecommerce stores but now focuses on brand strategy. An older store-launch case study may still demonstrate valuable research and design work. However, a button labelled "Request this ecommerce package" can create the wrong expectation if that package is no longer available. The audit should identify the mismatch and ask the owner what work the studio currently accepts, rather than silently treating an old project as a current product.

• Project context: is the agency's role clear, including any contributions by other teams? Check whether the date and scope let readers understand the work as a historical example.
• Current relevance: which present-day service does the case genuinely support? Do not add a service link solely because its keyword appears in the project description.
• Claims and permission: ask the owner whether displayed results, quotations and client assets remain supported and approved for publication. A public audit cannot independently confirm a private client's permission.
• Next-step continuity: follow the case-study button to its public destination. Does the destination describe the expected service, or lead to an unrelated package, retired page or unexplained general contact form?

Record each reviewed case as a short row: project URL, current service relationship, observed mismatch, owner question and proposed action. A row might recommend retaining the historical project description while replacing an outdated sales invitation after approval. Another might need no change. A third may require an owner decision before any content or link is altered.

What would count as a completed correction?

For the fictional studio, the acceptance check is that the case describes past work accurately, any current service link is relevant, and the enquiry destination no longer implies an unavailable package. Check those points on mobile as well as desktop. Viewing the contact route does not verify delivery into an inbox; submitting an enquiry needs a separately authorized test.

The landing page trust audit examines the consistency of claims and buyer expectations. The lead form conversion audit covers the visible enquiry step, while the sample report shows how to turn a bounded observation into an action with a responsible owner. This review can clarify what buyers are being offered; it does not establish lost revenue or guarantee additional enquiries.