5 Triggers for a Website Audit

When does a website actually need an audit? Short answer: when performance slips, before a redesign or migration, and on a regular schedule to catch problems early. If you own a B2B site and pipeline is your job, getting this wrong doesn't cost you a report — it costs you quarters. In this video I break down the five warning signs that say "audit now," the four areas a real audit actually checks, and exactly where a free tool stops earning its keep. One of the five triggers is the one most teams miss completely, because it doesn't look like a website problem. Run our free GTM audit → https://ammo.studio/gtm-audit THE FIVE TRIGGERS 1. Traffic or rankings dropped and nobody can tell you why 2. Pipeline stalls even though traffic holds steady 3. Your key pages — pricing, product, demo — load slowly 4. Broken links, redirect chains, and error pages nobody owns 5. Your team can't change the site without a developer WHAT A REAL AUDIT CHECKS Technical SEO · On-page and content · Performance and Core Web Vitals (real user data, not a lab score) · User experience SOURCES Portent (2022): B2B lead-gen pages loading in 1 second convert about 3x better than those loading in 5 Google / SOASTA: bounce probability rises 123% as mobile load time goes from 1 to 10 seconds Web Almanac (mid-2025): only 48% of mobile sites pass all Core Web Vitals Google & Deloitte, "Milliseconds Make Millions": a 0.1-second mobile speed improvement drove a 21.6% increase in users reaching form submission Ammo Studio builds B2B websites your team can actually move — diagnosis first, prescription second.