Your team has big goals this quarter. And all your email campaigns, paid ads, and trade show promotions all feeding into one central hub: the website.
But things aren’t going as planned.
Click-throughs look fine, but conversions are low. Pages take too long to load. Updating the homepage means waiting on dev tickets.
You’re not sure if the problem is strategy or infrastructure, but you know something’s not right.
If that sounds familiar, you’re not alone.
This Website Health Checklist is designed to help B2B marketers quickly assess what’s working, what’s holding you back, and where to focus next.
Why Website Health Matters for Manufacturing Marketers
Your website is your always-on sales rep. When it’s not performing, it drags your entire marketing strategy down.
Common signals your site might be unhealthy:
- Leads dropping off without converting
- Content updates are slow or blocked by dev queues
- Campaign pages underperforming
- Form fills are broken or untracked
- You’re guessing instead of optimizing
This isn’t just an IT issue, it’s a marketing performance issue. A quick checkup can reveal where hidden friction is costing you leads and credibility.
If your site hasn’t been audited recently, this is the first step toward more confident campaigns and better performance.
6 Categories Every Marketing Site Should Be Evaluated On
Here’s a preview of the key areas covered in our downloadable checklist:
1. Performance & Speed
- Does your homepage load in under 3 seconds?
- Are images optimized for fast delivery?
- Is the site responsive across browsers and devices?
2. SEO & Visibility
- Are you ranking for high-intent manufacturing keywords?
- Are meta titles and descriptions complete?
- Does your site use proper heading structure?
(Need help? Start with a technical SEO audit.)
3. Conversion Path Clarity
- Is there a clear call-to-action (CTA) on every page?
- Are forms functioning and tracked in your CRM?
- Are landing pages optimized for conversion rate optimization?
4. Content & Messaging
- Does your site clearly explain what you do in under 8 seconds?
- Are pages structured around user needs—not internal priorities?
- Is your brand voice consistent?
5. Security & Accessibility
- Are you compliant with current accessibility standards (WCAG 2.1)?
- Is your SSL certificate active and up to date?
- Are outdated plugins or security patches flagged?
6. CMS & Backend Usability
- Can marketing update most pages without dev help?
- Are campaign launches fast and self-service?
- Is your CMS set up for lead generation workflows?