Why regular audits are your marketing's pit stop
Last updated: 12 December 2025
You wouldn't wait for your car engine to break down before you took it in for a tune-up, would you? That’s the reason we have car services, job performance reviews and even film critics. They exist to provide an essential, objective review that leads to better performance. They are there to make our cars, us or our brands better.
The same principle holds true for your business’s most important assets. Your website, SEO efforts, HubSpot and Google Ads accounts shouldn’t be left to run until they break down. They should all be regularly audited so you know precisely what needs a bit of an update and what’s ready to accelerate.
A regular marketing audit will make sure your marketing efforts are consistent and optimised. Don’t wait to audit your performance. They are an essential pit stop your business needs to stay on the fast track to growth.
You need to know exactly what’s working, what’s broken and what to fix now. We’re diving into your performance check and filling you in on our top 4 audits.
Top 4 performance checks
A regular check under the hood of these four marketing tools can be the difference between running on fumes with wasted budget and stalled lead generation and accelerating past the competition to a predictable, profitable growth trajectory.
1. SEO audit
SEO has definitely evolved and is no longer just about finding the right keywords and loading them into your website content. It's about making sure search engines can actually find, understand and index your site. Ignoring technical SEO is like giving Google a blurry map.
A regular SEO review addresses the foundational mechanics that directly impact your ability to rank:
Security first
- Is your site fully HTTPS and secured with an SSL certificate? If not, you’re losing trust with both users and search engines. In fact, 85% of people won't visit an unsecured site.
Crawlability and indexing
- You want to look at the technical basics like your XML sitemap and robots.txt configuration. This will ensure search engine crawlers aren't getting blocked or confused.
Performance metrics
- Make sure you’re across your Core Web Vitals. This relates to your website’s speed, interactivity and visual stability. Check your website's top keywords and backlinks. This will help you see if your content strategy is building real authority.
Structure is key
- Checking your site structure and using canonical URLs helps search engines avoid duplicate content. This lets them focus on your important, high-value pages.
Need a hand getting started? Check out our free SEO audit.
2. Website audit
Your website is your strongest asset and the first impression for potential customers. If it’s old, unresponsive or slow, you’re losing customers before they even read your first service description.
During our own website redesign, we aimed to make the site visually appealing and easy to use. We also wanted it to be technically robust and user-centric.
Here’s what your website review checklist should include:
| What to ask | Why it matters |
| Speed: Does the page load in under 3 seconds? | Every second your visitors wait, the more likely they are to leave |
| Mobile-friendliness: Does your site work perfectly on all devices? | Google uses a mobile-first index for ranking. It's non-negotiable. |
| Functionality: Do all forms, CTAs and links work? | Broken links, outdated information and non-functional forms are huge red flags. |
| Security and consistency: Is your design uniform and do you have that SSL padlock? | Trust is built through security and a professional, consistent brand identity. |
Test your website with our free Website Grader.
3. HubSpot Portal audit
If you are using HubSpot, your portal should be designed to be a growth engine. However, without regular maintenance, it can just turn into a glorified contact database… and no one wants that. A HubSpot review ensures you’re using your investment to its full potential.
Ask yourself:
- Are your foundations set up correctly and secure?
- Are key tasks that are still being done manually ready to be automated through workflows?
- Are you leveraging the best integrations to streamline your entire operation, from marketing to sales and service?
The goal is to eliminate friction and ensure your customer experience is seamless, efficient, and fully automated.
Try our free HubSpot Portal audit
4. Google Ads audit
Running Google Ads without regular auditing is not sustainable and you will end up wasting a lot of money. Your budget needs to be allocated in the best possible way.
When you look at your Google ads review, here are some things you want to know:
Core metrics
- Are you hitting your target Cost Per Lead (CPL)? Are you maximising your Conversion Rate?
Keyword performance
- Which keywords are truly converting not just clicking? Are you allocating your budget accordingly?
User journey
- Are your campaigns set up correctly? Are your landing pages optimised for conversion to maximise every dollar spent? Is Google Tag and Event Snippets set up?
Audience
- Are you actually advertising where your audience is and excluding wasteful placements?
Your yearly audit calendar
High-performing businesses don't wait for something to break. They stay two steps ahead by scheduling in preventative maintenance.
Here is a suggested schedule for keeping your digital assets performing at their peak.
| Audit focus | Recommended frequency | Suggested timing |
| Google Ads performance | Quarterly (minimum) | Q1, Q2, Q3, Q4 (align with budget cycles and campaign refreshes) |
| Technical SEO deep dive | Semi-annually | Q1 (yearly reset), Q3 (mid-year technical check) |
| Website speed, UX and security | Semi-annually | Q2 (prep for mid-year push), Q4 (prep for next year's strategy) |
| HubSpot Portal efficiency and automation | Annually | Q4 (final review/automation set up for the new year) |
| Content and keyword strategy | Annually | Q1 (setting the content plan for the year) |
Get your free Google Ads audit.
Don't run on fumes alone
Regular audits are essential preventative maintenance tasks that will help determine the success of your digital performance.
You wouldn’t ignore a ‘check engine’ light in your car. So, don’t ignore slow load times, low conversion rates or manual processes. These issues are holding your business back.
Every time you delay a necessary (and free) check-up, you’re losing potential customers, wasting ad budget, and turning some of your biggest assets into the most expensive.
Investing in a regular audit now keeps your SEO engine crawlable. It ensures your website is responsive. It also makes your HubSpot efficient and your Google Ads budget well-tuned.
Our free audits are a great start to help you see what is working and what isn’t.
Ready to wave the green flag on faster, more profitable growth. Stop losing customers and start accelerating.
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