Website Audit & Conversion Strategy Report
You can copy and paste this into a shared document (Google Docs, Notion, or Slack) to fill out during client discovery sessions.
📊 Website Audit & Conversion Strategy Report
Project: [Insert Client Name]
Date: [Insert Date]
Audit Team: [Engineering Lead / UX Lead / Marketing Lead / CRO Lead]
1. Executive Summary: The "Lead Gap"
[Provide a 2-3 sentence overview of why the site is currently failing to generate leads. Is it a traffic problem, a trust problem, or a technical problem?]
Primary Objective: [e.g., Increase demo sign-ups by 20% in Q1]
2. Current State Scorecard
Rating Scale: 1 (Critical) to 5 (Optimal)
| Category | Score (1-5) | Primary Blocker |
|---|---|---|
| 🚀 Engineering | [e.g., Site speed, mobile bugs, broken forms] | |
| 🎨 User Experience | [e.g., Navigation, visual clutter, friction] | |
| ✍️ Marketing/Content | [e.g., Vague copy, missing value prop, SEO] | |
| 📈 CRO Strategy | [e.g., Hidden CTAs, no social proof, high friction] |
3. Departmental Findings & Evidence
[Use this section to detail the specific issues found during the audit.]
A. Engineering: Technical Performance
- The Issue: [Describe technical debt or performance issues]
- Evidence/Data: [e.g., Core Web Vitals score, LCP time, Console errors]
- Impact: [How this affects the user or search rankings]
B. UX Design: User Journey & Friction
- The Issue: [Describe where the user gets confused or drops off]
- Evidence/Data: [e.g., Heatmap findings, user recording observations]
- Impact: [How this affects the user's ability to complete a task]
C. Marketing: Messaging & Content Strategy
- The Issue: [Describe gaps in copy, brand voice, or SEO]
- Evidence/Data: [e.g., Keyword rankings, bounce rate per page]
- Impact: [Why the audience isn't connecting with the brand]
D. CRO: Conversion Optimization
- The Issue: [Describe weaknesses in the offer or CTA placement]
- Evidence/Data: [e.g., Click-through rates on buttons, form abandonment rate]
- Impact: [Why the visitor is leaving without converting]
4. Proposed Strategic Roadmap
[Outline the timeline for fixing the issues identified above.]
Phase 1: Immediate "Quick Wins" (Week 1-2)
- [Department]: [Action Item]
- [Department]: [Action Item]
Phase 2: Core Improvements (Week 3-4)
- [Department]: [Action Item]
- [Department]: [Action Item]
Phase 3: Optimization & Scaling (Week 5+)
- [Department]: [Action Item]
- [Department]: [Action Item]
5. Required Resources & Approvals
- Access Needed: [e.g., Google Analytics, CMS admin, CRM access]
- Client Approval: [e.g., Permission to change Hero copy or install new plugins]
- Budget/Hours: [Estimated hours for the project]
6. Next Steps
- [Action Item 1]
- [Action Item 2]
- [Action Item 3]