You may have heard the term, but in fact there are several different kinds of audits available for websites. Here’s an overview of the most common ones, as well as what they might cost you.
You can also skip ahead to the “why” of website audits.
SEO audit
In most cases, if you see the phrase “website audit” someone is trying to sell you an SEO (search engine optimization) audit. This is actually a pretty simple assessment that checks to see how well your site is using keywords and other elements to improve its ranking on Google and other search engines. Part of the reason this is the most common type of audit (even Wikipedia’s Website Audit entry mostly refers to this type) is that it’s not hard to do. In fact, if you do your own search for “website audit” you’ll find tons of free tools or guides that will help you get a basic SEO audit done yourself. Of course, you kind of get what you pay for, so you can also get a professional SEO audit done for a fee (usually anywhere from $100 to $3000, depending on a variety of factors).
Security audit
A security audit is a specific and technical type of assessment. It looks at your site’s design and code in an effort to see whether there are any cracks in your cybersecurity. This is particularly important if you’re dealing with people’s private information or sensitive data (financial, health, or educational records, for example). However, for most websites the basic security that comes with your webhosting, as well as common-sense measures like robust passwords, is enough to protect you from all but the highest-level attackers. If your site is potentially that kind of target, you probably already know it and have taken additional security steps. Cybersecurity generally doesn’t come cheap, so expect a quality website security audit to cost at least $1500, and possibly upwards of $20,000 depending on your situation.
Technical audit
A more general technical audit usually includes a basic security analysis, but it’s more focused on your website’s overall functionality. Are there any broken links? How fast does each page load? Are all the files and pages organized correctly? Is it compatible with all browsers? These and other issues affect how quickly and efficiently the site works for your user. It’s mostly about the behind-the-scenes workings, the correctness of underlying code, and so on. This is a very useful tool, since we all know how frustrating it is to have a site crash or give us a “404 Page Not Found” error just when we think we’ve found what we’re looking for. At a basic level, you’ll find free checklists and guides, although most of these are still related to SEO. One of my favorites is available from Moz; their checklist is clear enough that you can try to follow it yourself, or you can at least use it as a guide to know what to expect from a professional auditor. As you can imagine, this kind of audit is pretty technical, so a professional auditor might charge anywhere from a few hundred dollars to tens of thousands.
Accessibility audit
The accessibility audit checks to see how accessible your website is to those users with special needs. You may not realize it, but at this point most of the internet can be reached by people of any ability. If your website is accessible, then you may very well expand your reach. On the other hand, companies with inaccessible websites not only cut off access to significant populations; they run the risk of being out of regulatory compliance if they are subject to government standards, including ADA accessibility. Either way, there are tools available like this one from PowerMapper which offers a free basic version and is a great place to start. As always, though, the most comprehensive audit will come from an actual professional, not a template or automated system.
Design/UX audit
The best marketing and advertising in the world will do you no good if a user can’t figure out your website. The site’s design and user experience (UX) are crucial to its effectiveness and to your success. Think of this as user-friendliness. A good design will shepherd a user easily from home page to their goal. And of course, we know what happens when a website doesn’t do what it promises or makes it difficult to get the info or make the purchase: the user goes elsewhere in search of an easier solution. It goes without saying that there’s an audit for that. In fact, there’s an entire UX industry out there waiting to help out, if you find that it’s necessary.
Content audit
The website content audit is generally more comprehensive than any of the others mentioned above. A quality content audit will include at least some analysis of your content’s accessibility as well as its basic design and interface (UX) elements. It will also take a look at the way your website’s content utilizes keywords and other SEO drivers. It will note any errors that come up along the way as well as any red flags regarding technical or security issues. But most of all, a website content audit focuses on the content of the site: the words, images, and/or video that visitors will come into contact with. The audit should paint a clear picture of what you’re doing right and what you can improve, and it should include recommendations for moving forward. Considering its scope, there are no real easy ways to get this job done. Content audits are offered at differing levels, though, so the fee can range anywhere from about $1000 to $30,000.
Other Kinds of Audits
Audits can be conducted in other areas as well. A few of the more common and useful are:
- Messaging audit: This is an examination of all your branding and marketing materials. It can help you gain consistency in your messaging and strengthen your brand.
- Social media audit: This audit takes a look at your existing social media and analyzes the way it’s being used, with an eye to helping you improve your return on those efforts.
- Competitive audit: This is really just industry research, but it gives you a picture of your competition (locally, regionally, or beyond) from any of a number of angles. A high-quality analysis will also show you where your business stands in relation to the competition.
Is a Website Audit Necessary?
You can see the value in any or all of these types of audits. But are they really useful for you? That’s for you to decide, of course. But one thing to keep in mind is that a good audit report becomes a strategic document, just like a business plan or a SWOT analysis. The audit report doesn’t just tell you what’s good and what’s not so good. It gives you concrete, actionable steps that you can take to make your online assets as valuable and effective as they can be. You end up with the ability to make a plan, rather than trying to figure things out on the fly. A content audit in particular can be the core of a website redesign or a new marketing plan. And as Blue Hills Digital points out, a true audit of any flavor should not be based on a one-size-fits-all template. Instead, the auditor should know the specific goals and needs of that website and the business that owns it. Every business is different, and a professional auditor will talk to you about that before even starting an audit.
A Note on Pricing and Fees
The most important thing to remember is: you’re paying for the auditor’s expertise, not for a tool or a checklist. In fact, as I’ve mentioned, many of the basic tools are actually free. However, a skilled auditor knows how to apply the tools on a case-by-case basis, rather than as one-size-fits-all templates. When you engage the services of a professional, expect to pay at least $500 for a simple or bare-bones audit, and at least $1500 for one that is anywhere close to “comprehensive.” This should include an initial consultation or interview with the auditor on the front end as well as a thorough and clear audit report afterward, possibly with a debrief or ending interview. Anyone who charges less is probably just using the free tools and turning the results into a “report” that has little strategic value. At the other end of the scale, you’re only going to pay more than $5000-$10,000 if your website contains dozens or hundreds of pages and you’re asking for the highest levels of scrutiny. If you’re looking at a budget like that, you might consider hiring an in-house auditor who can do the work for you on a regular basis and is committed only to your business. You might also be able to find a contract auditor or agency who will give you regular (monthly or weekly) audit reports and updates for $300-$1000 per month.
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