Website content audit checklist (the B2B version)

Most “website content audit checklists” online are written for bloggers, ecommerce stores or hobby sites. They focus on things like keyword density, readability scores and whether your meta description is the right length.

Useful? Sometimes.
Sufficient for B2B? Absolutely not.

If you work in financial services, fintech, SaaS, B2B tech or any environment with complexity, regulation or multiple decision-makers, your website needs a different kind of audit — one that looks beyond page-level SEO and into the quality, clarity and risks inside your content.

This checklist is designed for that world.

Use it to diagnose gaps, find contradictions, spot outdated content and understand whether your website actually helps people evaluate you — or just adds friction.

Why B2B websites need a different audit approach

B2B websites fail for different reasons than consumer websites.

You’re not trying to trigger an impulse purchase.
You’re helping someone:

• understand a complex problem
• evaluate different options
• build trust
• justify spend internally
• reduce perceived risk
• make a defensible decision

This means your website needs:

• clarity
• accuracy
• aligned messaging
• technical depth
• consistent definitions
• compliant language (for FinServ)
• useful supporting content
• clean navigation
• a strong content ecosystem
• a clear POV

A B2B website isn’t a brochure.
It’s a decision-making tool.

If you’re not sure what a content audit involves more broadly, What Is a Content Audit? is the master definition.

Website Content Audit Checklist (B2B Version)

This checklist uses your AX Content Audit Framework:

Clarity → Accuracy → Consistency → Utility → Performance → Risk → Opportunity

Broken into five sections.

Part 1 — Clarity & Messaging

This is where most B2B websites break.

Your content should help a buyer understand:

• what you do
• who it’s for
• why it matters
• how it works
• what makes you different
• what problem you solve
• what the next step is

Checklist

• ☐ Does every page have a clear purpose?
• ☐ Is the messaging simple, direct and jargon-free?
• ☐ Do your definitions match across the site?
• ☐ Does the tone sound like one brand (not 5 different writers)?
• ☐ Is your value proposition clearly stated?
• ☐ Are you speaking to one audience at a time?
• ☐ Are you solving an actual problem — or describing features?
• ☐ Is the page scannable?

If your messaging currently feels vague, Why your tone of voice sounds vague breaks down why that happens.

Part 2 — Relevance & Accuracy

This is critical for finance, superannuation, lending, cyber insurance and anything with regulatory requirements.

Checklist

• ☐ Is any information outdated, risky or incorrect?
• ☐ Have regulations, laws or compliance requirements changed?
• ☐ Does the content reflect your current product or service?
• ☐ Are there claims that no longer apply?
• ☐ Do old pages contradict new positioning?
• ☐ Are there old campaign pages still indexed?
• ☐ Is any content misleading — even unintentionally?

Outdated content isn’t just a “messy website” problem.
In regulated industries, it’s a liability.

If this is a recurring issue, Content Audit for Financial Services will go deeper.

Part 3 — UX & Content Flow

Content isn’t just the words on the page — it’s how the page works.

Checklist

• ☐ Is the hierarchy of information clear?
• ☐ Do headings match the content underneath?
• ☐ Are paragraphs short, structured and intentional?
• ☐ Is it obvious what the user should read next?
• ☐ Do CTAs match the visitor’s stage of awareness?
• ☐ Are you forcing people to work too hard to understand you?
• ☐ Is the content arranged for decision-making, not decoration?
• ☐ Do pages link logically to each other?

For deeper guidance on content flow, The modern content funnel explains how buyers actually move.

Part 4 — SEO Basics (The B2B Version)

This is not keyword stuffing or chasing algorithms.
It’s making sure your website is findable, interpretable and summarisation-friendly.

Checklist

• ☐ Does each page have a clear focus topic?
• ☐ Are headings structured logically (H1 → H2 → H3)?
• ☐ Are meta titles & descriptions written for clarity, not clickbait?
• ☐ Are URLs descriptive and clean?
• ☐ Is internal linking purposeful?
• ☐ Do pages compete with or duplicate each other?
• ☐ Is there enough depth for AI to summarise it accurately?
• ☐ Is the content answering the intent behind the topic?

If you want to understand why AI visibility matters, What AI search actually looks for explains it.

Part 5 — Conversion & CTAs

Conversion in B2B isn’t always a “Buy now.”
Often it’s:

• Book a demo
• Start a conversation
• Download a guide
• Read the next article
• Learn about the service
• Reduce confusion

Good CTAs reduce friction.
Bad CTAs make people leave.

Checklist

• ☐ Does every page have an obvious next step?
• ☐ Are CTAs written for the actual stage of the user?
• ☐ Are “request a demo” buttons appearing too early?
• ☐ Are you using the same CTA everywhere (a common B2B mistake)?
• ☐ Are CTAs accurate, not aspirational?
• ☐ Do service pages give enough information to convert interest into action?

If your content isn’t converting, the cause is often deeper than CTAs — 11 Common Content Issues covers the underlying patterns.

If you want a proper Website Audit (not a page-level checklist)

This checklist helps you identify surface-level issues.
A full audit goes deeper:

• content accuracy
• messaging clarity
• narrative flow
• outdated claims
• technical depth
• contradictions
• content ecosystem gaps
• search + AI visibility
• compliance risk
• conversion paths

If your website feels cluttered, outdated or unclear — or you’re preparing for a rebuild — a proper audit is the fastest way to fix it.

Book The Website Audit