Before you redesign a page, rewrite a headline, or spend another pound on traffic, you need to know where your site actually loses buyers. Most B2B teams skip this step and start fixing things on instinct. A conversion audit replaces instinct with evidence — it tells you exactly where visitors drop off, why, and what to fix first. Done properly, it is the highest-return few days of work in marketing.

This guide shows how to run a B2B website conversion audit: what to look at, in what order, and how to turn the findings into a prioritised list of fixes rather than another report that gets filed. It pairs with the page-level work in our landing page best practices and homepage guides.

Start with the data, not the design

A conversion audit begins with what is already happening on the site, not with opinions about how it looks. Before you judge a single page, pull the numbers that show where buyers go and where they leave.

  • Conversion paths: where do your actual enquiries come from, and which pages do converting visitors pass through?
  • Drop-off points: where do visitors leave without converting, and on which steps does the fall-off spike?
  • Traffic quality by source: which channels send buyers who convert, and which send traffic that bounces?
  • Device and speed: how does conversion differ across desktop and mobile, and where does slow loading cost you?

This data tells you where to point the rest of the audit. Without it, you are guessing — and guessing is how teams end up fixing pages that were never the problem.

"An audit is not a design critique. It is a hunt for the specific points where your site turns interested buyers away — ranked by how much pipeline each one costs you."

Audit the high-intent pages first

Not all pages are equal. Concentrate the audit on the pages closest to a buying decision: the homepage, the primary landing pages, the pricing or services pages, and the contact path. A small improvement on a high-intent page is worth more than a large improvement on a page nobody serious visits.

On each high-intent page, work through a consistent set of questions: Is the message matched to how visitors arrive? Is the offer clear and visible without scrolling? Is the proof specific and credible? Is the call to action obvious and repeated? Is the form asking for more than it needs? Each "no" is a conversion leak with a fix attached.

Read the qualitative signals

Numbers tell you where buyers leave; qualitative signals tell you why. Session recordings, heatmaps and scroll-depth data reveal the confusion, hesitation and friction that analytics alone cannot explain. A page can have a healthy bounce rate and still quietly frustrate the buyers who matter most.

Add the human sources too. The objections your sales team hears on calls are the objections your pages should pre-empt. The questions buyers ask before they enquire are the questions your copy should answer. Often the most valuable audit finding comes not from a tool but from one honest conversation with the people who talk to buyers, a point we make in our leads not pipeline piece.

Check the technical foundation

Conversion is not only about copy and layout. Slow pages, broken forms, mobile layouts that misbehave, and tracking that does not fire all silently cost conversions. Part of any audit is confirming the basics work: pages load fast, forms submit cleanly, the experience holds up on mobile, and your analytics actually record what is happening.

A form that fails on certain browsers, or tracking that under-reports conversions, can hide a problem for months. Verify the plumbing before you trust the numbers it produces.

Turn findings into a prioritised plan

The point of an audit is not the report. It is the ranked list of changes that follows. For each finding, weigh two things: how much it is likely costing you, and how hard it is to fix. The quick, high-impact fixes go first; the structural ones get planned properly.

A good audit output reads like an action plan, not a critique: fix the homepage hero this week, rebuild the two landing pages paid traffic hits this month, cut the form fields tomorrow, and schedule the technical work. Prioritisation is what separates an audit that changes results from one that gathers dust.

Where this fits

A conversion audit is the diagnosis that should precede any redesign, any new campaign, and any decision about whether to rebuild or refine — a choice we cover in our rebuild vs refine guide. Skip it and you risk spending on the wrong fixes. Run it and every pound you spend afterwards works harder, because it is aimed at a problem you have actually identified.

We run conversion audits that end in a prioritised plan, not a filed PDF — then do the fixes ourselves. See how we approach website and conversion , or book a discovery call and we will tell you, plainly, where your site is leaking buyers.