Review your website - step by step guide

Getting your business website right: A practical guide for B2B tech companies

Have you ever wondered if your website is actually doing what it's supposed to? For many technical B2B companies, the website is often neglected, even though it's actually your best salesperson, your first impression - and in many cases the first contact with your potential customers.

In this article, we dive into how you as a tech company can audit your own website - without it taking weeks or costing a fortune. We make it easy and practical, and give you concrete suggestions that you can act on immediately. The goal? A sharper, more effective website that helps you attract and convert the right visitors.

Why invest time in a website audit at all?

The short answer is: Because you can't improve what you don't know the status of.

A good website audit helps you to:

• Identify technical errors and performance issues
• Understand how your visitors navigate and where they fall off
• Optimise content and SEO so you get found by the right people
• Discover gaps in the user experience that can cost potential leads

Especially if you operate in a competitive B2B market with long sales cycles and complex solutions, even small website improvements can have a big impact on your results.

A step-by-step approach to website auditing

Here's a structured overview of the most important areas you should analyse. You can tackle them yourself one step at a time or get a digital agency to help you - depending on your internal resources and competences.

1. Start with performance and speed

If your website is slow, you'll quickly lose users. This applies to both desktop and - perhaps most importantly - mobile. Use tools like Google PageSpeed Insights or GTmetrix to measure your page speeds.

Important areas to review:

• Loading speed on front page and main landing pages
• Size of images and videos - are they optimised?
• Is the web server fast enough? (Is it shared with other websites?)
• Is caching set up correctly?

Tip: Many tech companies underestimate how much speed affects SEO and user experience - especially with younger tech buyers who expect high performance as standard.

2. Check the technical SEO

Although SEO is often associated with content, there is an essential technical part that is crucial to being found. Here you need to make sure that search engines can crawl and read your website properly.

Points you should check:

• Is there a correct and up-to-date XML sitemap?
• Is the robots.txt file configured correctly?
• Are there dead links and 404 errors?
• What do your meta tags and title tags look like?
• Are your URLs logical and optimised?

Screaming Frog SEO Spider and Google Search Console are handy tools that provide valuable insights into these things.

3. Ease of use and navigation

Is your target audience - men 50+ with a technical background - even using your primary navigation as you intended?

Make it easy to get to the most important pages - for example, “Products”, “Use cases” or “Book demo”.

Things you can check and adjust:

• Menu structure - is it simple and intuitive?
• Is contact information always visible and easy to find?
• Are there relevant Call-To-Actions (CTAs) on all pages?
• Is the site mobile-friendly (responsive design)?

A user who can't quickly find what they're looking for won't become a customer - no matter how good your solution is.

4. Content analysis: Are your messages on point?

The technical content on your website should be special: Don't lose anyone in the process - but don't appear superficial either. It's a difficult balance.

Ask yourself (and others in your organisation):

• Are we talking about our customers' problems - or just our solutions?
• Are we using too many internal technical terms that potential customers don't yet understand?
• Do we have a clear value proposition on the front page?
• Is there enough evidence (case studies, figures, awards)?
• Are there articles, news or whitepapers that showcase our expertise?

Content isn't just text - it's the common thread that leads your visitors to make contact or convert. It's also where your SEO really gains muscle.

5. Conversion and customer actions

You can have lots of traffic and great content - if your site doesn't support conversion, the potential is lost.

Check the following conversion-related items:

• Do your most important pages have clear and relevant CTAs?
• Are forms short and user-friendly?
• Do trust elements like “Known from”, customer quotes, or certifications stand out?
• Are links to booking, contact and demo easy to find - both on PC and mobile devices?

Also consider whether you have active remarketing - e.g. via email or targeted LinkedIn ads - set up for those who visit without making contact the first time.

6. Analytics: Do you know what works?

Do you have a real overview of how your visitors use the site - and when they drop out?

How to get an overview:

• Set up Google Analytics 4 correctly to measure conversions
• Use event tracking for valuable clicks and scrolls
• Use tools like Hotjar or Microsoft Clarity to analyse user behaviour (clicks, scrolling, frustrations)

An audit without data is like a shot in the dark. When you have data, you can make informed decisions and prioritise your developments and fixes.

What's the next step?

If you haven't updated or analysed your website in the past year, now is the time. Many tech companies have talented in-house developers - but they're busy with customer solutions and rarely have the time or focus to optimise their own digital presence.

An annual audit should be a natural part of your marketing plan. You can choose to use internal resources, external specialists - or a combination. The important thing is that something active and deliberate is being done.

And remember: An audit is not a one-off task. It's strategic maintenance of your digital frontline.

Do you need help?

We help tech companies analyse and strengthen their websites on a daily basis. Our approach is data-driven and business-orientated - because in the end, it's not about clicks, it's about customers.

Want a quick overview of the possibilities? So get in touch with us today - and let's talk about what can add value to your organisation.