How to Audit Your HubSpot Website

05/23/2018 4 min read Written by Roman Kniahynyckyj

Regular checkups are a prime way to keep things in tiptop shape, and this applies to everything from your car to your HubSpot website. While we can’t give you any car maintenance suggestions, we can serve up useful tips for performing a HubSpot audit.

Benefits of Auditing Your HubSpot Website

Conducting an audit can remedy website issues, sure, but it can also bring on the benefits. These include:

  • Improved Performance: Audits provide insight on the quality of your content and overall site, giving you a chance to improve both.
  • Better SEO: Taking an in-depth look at your SEO lets you pinpoint missed SEO opportunities and fix existing pitfalls.
  • More Conversions: You’ll likewise spot areas where your conversions are lacking, along with overlooked conversion opportunities.

How to Audit Your Website

A HubSpot website audit involves systematically reviewing various areas and elements of your site. Built-in platform tools give you an auditing edge, starting with the analytics.  


Use your HubSpot analytics tool to run a simple audit, then compare year over year or month over month data for traffic, leads and customers. You’ll see where performance has been strong and where it has been less effective.


Make a list of all your site pages, then review each page’s content to ensure it is well-written, provides value to the reader and fulfills the main goal of the page. Contact pages, for instance, should focus on providing contact information and nothing else.

Additionally ask yourself if the content on each page:

  • Supports company values
  • Aligns with the interests and needs of your target audience
  • Is designed to help produce leads and sales
  • Provides an easy-to-read format and structure

Review Website for User Experience

Attracting visitors to your website is good, but ensuring they can find what they need when they get there is even more important. Elements to review for user experience include:

  • Navigation
  • Intuitive and simple HubSpot website design that matches your brand image
  • Easily scannable page layout, with headers, footers and relevant images
  • Straightforward checkout and shopping cart conversion paths

Landing Pages

While your landing pages are primarily built to capture visitor contact information, they also need to keep users engaged. Make sure your landing pages are targeting visitors at various stages along the sales funnel, present a variety of offers to appeal to your full gamut of buyer personas and are optimized for conversions. Use the HubSpot landing pages tool to check each landing page’s performance.


Reviewing your calls to action provides a chance to make small changes that can have a big impact. Ensure all pages that present conversion opportunities have optimized CTAs, with the page design leading visitors to the CTA links or buttons.

Read More: Calls to Action - Tips that Increase Conversion Rates


Your HubSpot website has a responsive design by default, but there still may be changes you can make to increase its impact. These include customizing with the mobile user in mind, avoiding large images, using short forms and making content readily accessible without the need for multiple clicks.

SEO Best Practices

Ensure your on-page SEO is optimized by conducting a keyword analysis. Launch the HubSpot analytics tool to review keyword performance, noting which keywords result in the greatest influx of traffic and leads. Make sure you have enough content to adequately support those target keywords, using the keywords in page titles, URLs, meta descriptions and within the copy itself.  

Check the quantity and quality of your inbound links. Review the robots.text file and other server files that affect how search engines access and index your site.

Social Media Engagement

Audit your website’s social media engagement potential by making sure you have social media follow icons embedded in your footer or another strategic location. Use social media share icons near content so visitors can easily pass it along.

Email Engagement

Make sure outgoing emails include links and buttons to relevant website content and pages that align with the email topic. Make it easy for site visitors to email your on-site content to others with email share buttons right on the page.

Lead Nurturing + Workflow Setup

It’s easy to set up workflows for lead nurturing and other processes with the HubSpot Workflows app. But it can also be easy to let them accumulate over time, leaving you with a cache of useless workflows. Head to the Workflow dashboard where you can start the workflow cleanup process, with the overall goal of deleting inactive workflows that may be bogging you down.

Instead of waiting for things to go wrong with your site to conduct a HubSpot audit, aim to perform one at least once a year to help ensure things keep going right. These tips can make it easy, and you can make it even easier still by letting us do it for you. Enjoy a comprehensive HubSpot audit for $450; schedule it today.

By: Roman Kniahynyckyj

Roman has been helping clients develop and implement revenue enhancing inbound marketing strategies since 2009. Prior to becoming an inbound marketer, Roman was a management consultant with Ernst & Young, Booz Allen Hamilton, BearingPoint, and KPMG. Roman's relentless focus on client satisfaction and client results has garnered accolades from many clients and teams.

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