Audit Checklist

Enterprise Web Platform Audit Checklist

A practical checklist for evaluating the health of a modern B2B SaaS website across CMS, analytics, MarTech, privacy, performance, SEO/GEO, security, governance, workflow, and vendor stack.

CMS Analytics MarTech Forms Privacy Performance SEO/GEO Governance

CMS & Content Architecture

Are templates, components, content types, metadata, and workflows clearly governed?
Can marketers publish safely without breaking structure, tracking, or brand consistency?
Are high-value proof points reusable across pages and campaigns?

Analytics & Measurement

Are GA4, GTM, forms, UTMs, events, and consent rules trustworthy?
Do stakeholders agree on source-of-truth reporting?
Can the team separate traffic volume from conversion value?

MarTech & Revenue Systems

How do Marketo, Salesforce/CRM, PathFactory, OneTrust, chat, forms, and nurture systems connect?
Where are duplicate tools or unclear owners creating drag?
Are campaign launches QA'd before traffic is sent?

Performance & Reliability

Are Core Web Vitals and page-speed issues tracked by template and business priority?
Is hosting/CDN/WAF ownership clear?
Are release issues and production incidents visible?

SEO, GEO & Structured Data

Are priority pages structured for search and AI answer systems?
Do pages use clean headings, schema, FAQs, internal links, and entity clarity?
Is there a topic cluster strategy tied to business roles and use cases?

Privacy, Security & Governance

Are consent, cookie, privacy, and security requirements embedded in launch workflows?
Do Marketing, Engineering, IT, InfoSec, Legal, and vendors know decision rights?
Is there a documented RACI for web platform operations?

Stakeholder Workflow

Where do requests enter?
How are priorities ranked?
What are the SLAs?
What does 'ready to launch' actually mean?

Vendor & Cost Discipline

Which tools are strategic, redundant, underused, or inherited?
Are renewals tied to measurable value?
Are agencies and vendors working from shared acceptance criteria?

How to Use It

The goal is not a perfect score. The goal is operational clarity.

A good audit should produce a prioritized roadmap: what to fix now, what to govern, what to measure, what to retire, what to automate, and what to escalate to leadership.

Roadmap

Quick wins

Tracking fixes, broken form paths, obvious performance issues, metadata gaps, and QA checklist gaps.

Roadmap

Governance fixes

RACI, intake, SLAs, vendor ownership, privacy workflow, and release quality standards.

Roadmap

Strategic work

CMS architecture, MarTech rationalization, AI-ready content, scorecards, and platform operating model.

Want this applied to your web platform?

I can turn this checklist into a platform roadmap for web, MarTech, analytics, AI-readiness, and digital experience operations.