A useful website audit should help you decide what to change and why. A score or a list of missing elements is only part of that job. You also need to know which pages were checked, what the findings mean and what should happen next.
If you are comparing website audit services in Scotland, start by asking for the scope and the type of evidence you will receive. A review of public pages, an investigation using Search Console and a security assessment are different pieces of work.
Agree the question the audit should answer
Give the reviewer a specific concern. That might be “customers cannot find my main service”, “the website is awkward on a phone” or “my service pages receive impressions but very few clicks”.
Ask which pages and customer tasks will be checked. A homepage review cannot establish that every product page, booking step or account screen works correctly. The report should say where its coverage ends.
My website audit service covers an agreed review of public content, mobile usability and basic search setup. It is a starting point for deciding what work is needed.
Look beyond whether a page title exists
A title can be present and still tell a potential customer very little. For example, “Home” does not explain a business’s service. An illustrative title such as “Garden maintenance in Falkirk | Example Business” is more specific, provided the page really offers that service in that area.
The review should compare the title, main heading and page content. Are they describing the same service? Does the wording match the customer’s question? Is important information missing?
Google recommends descriptive, concise and distinct page titles, and may use several page signals when generating the title shown in search. An audit should explain the proposed wording rather than simply marking the title field as present.
Check the content a customer needs to decide
Choose a real service page and read it as a first-time visitor. Look for the service scope, relevant examples, genuine coverage information and the next step.
A useful finding might be: “The page offers a quote but does not explain which details are needed. Add the service location, the type of work and an optional photo field to the enquiry brief.” That is an illustrative recommendation, not a finding about your own site.
Content recommendations should be specific enough for someone to implement. “Add more keywords” does not tell you which customer question remains unanswered. Where search visibility is the concern, SEO and local-search support can help connect the page content with the searches you want to serve.
Test a customer task on mobile
Ask the reviewer to follow a useful journey: find a service, read its details and reach the contact form. Check readable text, menus, labels and obvious layout problems. Agree permission before submitting test enquiries or orders.
Basic accessibility checks can reveal issues with headings, keyboard use and form labels. W3C’s Easy Checks guidance explains that a preliminary review is not a complete accessibility evaluation. A report should make that distinction clear.
For performance, ask what was measured and under what conditions. Core Web Vitals cover loading, responsiveness and visual stability. A simulated test and measurements from real visitors provide different evidence. A single performance score should not stand in for checking whether the customer can complete the task.
Separate confirmed faults from ideas to test
A report is easier to use when each finding includes the page, evidence, effect and recommended next action. It should also distinguish certainty.
For example:
- Confirmed fault: a link opens a missing page during testing.
- Content gap: the delivery information does not explain the areas served.
- Improvement to test: moving the enquiry link nearer the service details may make it easier to find.
Those examples need different follow-up. The broken link can be corrected and retested. The proposed layout change needs a clear reason and a way to assess whether it helps.
Ask for priorities tied to customer impact. A failed enquiry route deserves attention before a minor cosmetic preference. A website repair may address a confirmed fault; broader changes can be considered through website redesign.
Understand what is included after the report
Confirm whether the price covers findings only, implementation, retesting or ongoing support. Ask whether further investigation requires hosting or Search Console access, and arrange only the access needed for the agreed work.
Vertygo currently offers a limited free initial-review pilot. Deeper investigation and implementation are separately agreed. The audit service page explains the scope.
Send me your website address and the main problem you want to understand. A focused review should leave you with an evidence-based next step and a clear distinction between what has been checked and what still needs investigation.