How to Conduct Effective WordPress Site Audits for New Client Projects

Taking on a new WordPress client requires a thorough understanding of their existing website before making recommendations or changes. A comprehensive site audit serves as your foundation for all future work, helping you identify issues, opportunities, and establish clear project priorities. Here’s how to conduct an effective WordPress site audit that will impress clients and set your projects up for success.

Pre-Audit Preparation

Before diving into technical details, gather essential background information:

• Collect site access credentials (WordPress admin, hosting, FTP)
• Understand client business goals and pain points
• Identify their target audience and key conversion actions
• Determine which metrics matter most to them
• Review existing analytics data if available

Technical Health Assessment

Performance Evaluation

Start by measuring current site performance using tools like:

• Google PageSpeed Insights
• GTmetrix
• WebPageTest

Document key metrics including:

• Time to First Byte (TTFB)
• Largest Contentful Paint (LCP)
• First Input Delay (FID)
• Cumulative Layout Shift (CLS)
• Overall page load times on mobile and desktop

WordPress Core & Environment

Examine the foundation:

• WordPress version – is it current?
• PHP version – is it supported and optimal?
• Database type and version
• Server environment and specifications
• SSL implementation and security headers
• Hosting quality and configuration

Theme Analysis

Review the active theme:

• Is it a premium, custom, or free theme?
• When was it last updated?
• Is it properly child-themed for customizations?
• Does it use a page builder? If so, which one?
• Is it responsive and mobile-friendly?
• Does it follow WordPress coding standards?

Plugin Inventory

Create a comprehensive plugin list:

• Identify each plugin’s purpose
• Check for updates, compatibility, and support status
• Note plugins with performance impacts
• Look for plugin redundancies or conflicts
• Flag abandoned or security-risk plugins
• Check for proper licensing of premium plugins

Content & SEO Analysis

Content Quality

Evaluate site content:

• Assess content relevance and quality
• Check for thin or duplicate content
• Identify outdated information
• Review content organization and hierarchy
• Analyze content readability and formatting

Technical SEO

Document SEO fundamentals:

• Site indexability and robots.txt configuration
• XML sitemap implementation
• Meta title and description usage
• Heading structure (H1, H2, etc.)
• Image optimization (alt text, file size)
• Internal linking structure
• Mobile responsiveness
• Schema markup implementation
• Canonical tag usage

Backlink Profile

Assess the site’s backlink profile:

• Number and quality of backlinks
• Referring domains
• Toxic or spammy backlinks
• Competitor backlink comparison

User Experience Review

Navigation & Information Architecture

Evaluate site structure:

• Menu organization and clarity
• Breadcrumb implementation
• Internal search functionality
• Site hierarchy and page organization
• Footer utility and information

Conversion Path Analysis

Review key user journeys:

• Map primary conversion paths
• Identify friction points or barriers
• Check form functionality and completion rates
• Evaluate call-to-action effectiveness
• Analyze checkout process (for e-commerce)

Accessibility

Assess accessibility compliance:

• Color contrast ratios
• Alt text implementation
• Keyboard navigation
• ARIA labels and screen reader compatibility
• Form field labels and instructions

Security & Maintenance Audit

Security Analysis

Identify security vulnerabilities:

• Login security measures
• User role configuration
• File permissions
• Database security
• Malware scanning results
• Protection against common attacks (XSS, CSRF, etc.)

Backup Systems

Review backup solutions:

• Backup frequency and scope
• Storage location and redundancy
• Restoration testing
• Manual vs. automated processes

Update Management

Assess update procedures:

• WordPress core update history
• Theme and plugin update frequency
• Staging environment for testing updates
• Update documentation and protocols

Data Collection & Reporting

Analytics Implementation

Check analytics setup:

• Google Analytics or alternative implementation
• Goal and event tracking configuration
• E-commerce tracking (if applicable)
• Form conversion tracking
• Custom dimension setup

Creating the Audit Report

Transform findings into actionable recommendations:

• Prioritize issues by impact vs. effort
• Categorize findings (critical, major, minor)
• Include before/after metrics when possible
• Provide clear explanations for non-technical clients
• Include visual examples and screenshots
• Offer specific recommendations with estimated timelines and costs

Post-Audit Client Presentation

Presenting Findings

Deliver results effectively:

• Focus on business impact, not just technical details
• Emphasize opportunities, not just problems
• Use visual aids and examples
• Explain technical concepts in client-friendly language
• Connect findings to client goals and objectives

Creating an Action Plan

Develop a roadmap for improvements:

• Prioritize quick wins vs. long-term projects
• Outline phased approach for major changes
• Set clear expectations for outcomes
• Establish measurement criteria for success
• Define resource requirements and timelines

Tools for WordPress Site Audits

Leverage these essential tools:

• Performance: PageSpeed Insights, GTmetrix, WebPageTest
• SEO: Screaming Frog, Semrush, Ahrefs, Yoast SEO
• Security: Sucuri SiteCheck, WPScan, Wordfence
• Backlinks: Ahrefs, Semrush, Moz Link Explorer
• Accessibility: WAVE, axe, Lighthouse
• WordPress-specific: WP Health Check, Query Monitor, WP-Optimize

Insights Gained

A thorough WordPress site audit forms the foundation for successful client relationships and project outcomes. By systematically evaluating technical health, content quality, user experience, and security, you’ll identify critical issues and opportunities that might otherwise be missed. In case you want to learn more about other WordPress related techniques and processes, HOWPO, your local work from home guide for freelancers, publish additional tips on how you can do your tasks on WordPress better and easier.

Remember that an effective audit isn’t just about finding problems—it’s about creating a strategic roadmap aligned with your client’s business goals. The insights gained during this process will help you prioritize efforts, allocate resources efficiently, and demonstrate your expertise to clients from day one.