I. The Complete 2025 Website Audit Framework
Despite what many people think, website maintenance is not “set it and forget it.” Over the years, this scenario has played out so many times before people call us; it’s a Thursday, they were pitching a seven figure prospect, and the site goes down. Turns out the SSL had expired, or the site was hacked, or the domain expired, or whatever – it’s always the same result. Maintenance wasn’t important, but suddenly it’s the most important thing.
In 2025, “maintenance” is no longer just about uptime or loading fast. It’s about regulatory landmines, cyber threats that don’t sleep, and user expectations that make TikTok look slow. If you’re a financial advisor, every missed check is a risk: lost clients, regulator fines, or a reputation-destroying hack. (If you think you’re safe because it hasn’t happened to you yet, you might as well leave your office door unlocked and post your passwords on Reddit.)
New rules, higher stakes: This year, FINRA and the SEC are cracking down harder than ever. Google’s Core Web Vitals are no longer “nice to have”—they’re a ranking factor. Mobile-first? That’s old news. Now it’s “mobile-best-or-bust.” And AI-driven phishing? It’s not a sci-fi scenario, it’s tomorrow morning.
So, what’s the fix? A relentless, comprehensive audit process—one that covers all 47 critical checks, prioritized for real-world impact, compliance, and client trust. Whether you use this as an internal SOP, a training doc, or a last-ditch “oh-no-the-SEC-is-calling” checklist, this is the roadmap.
Before we get started, if you want the whole checklist as a spreadsheet, you can get it here:
Now let’s dig into what you need to know to keep yourself safe, secure, and growing.
II. Security and Compliance Audit (12 Critical Checks)
1. SSL Certificate Validity and Strength
If your SSL certificate expires or is misconfigured, clients see scary browser warnings. Worse, data can be intercepted. (I’ve seen six-figure deals nixed because a “Not Secure” warning popped up.)
| Impact | Importance | Ease | Time |
| 5 | 5 | 4 | 2 |
How to fix:
Go to SSL Labs’ SSL Test and enter your URL. Check expiry, protocol, and grade (aim for A+). Set up auto-renewal with your provider and calendar reminders 30 days before expiry.
What happens if you skip it:
Lost trust, ranking drops, and your site may be inaccessible on Chrome/Safari.
2. Mixed Content Detection and Resolution
Mixed content means unsecured HTTP assets (images, scripts) on your HTTPS site. Browsers block these or show warnings.
| Impact | Importance | Ease | Time |
| 4 | 4 | 3 | 2 |
How to fix:
Run Why No Padlock? or Chrome DevTools > Security panel. Update asset URLs in your CMS to HTTPS.
If you don’t:
Broken images, scripts, and “Not Fully Secure” warnings. Compliance risk.
3. Encryption Protocol Verification
TLS 1.2+ is mandatory. Anything less is obsolete (and flagged).
| Impact | Importance | Ease | Time |
| 4 | 5 | 2 | 1 |
How to fix:
Use SSL Labs again. Ask your host to disable insecure protocols (TLS 1.0/1.1, SSLv3).
If ignored:
Fails compliance audits, exposes data.
4. Certificate Renewal Monitoring
Automate reminders so you never forget renewal.
| Impact | Importance | Ease | Time |
| 5 | 5 | 4 | 1 |
How to fix:
Use your domain registrar’s auto-renew. Set Google Calendar reminders, or use Uptime Robot for SSL alerts.
If ignored:
Site goes down, panic ensues, clients flee.
5. User Permission Audit and Cleanup
Old users = old vulnerabilities. Ex-employees shouldn’t have backend access.
| Impact | Importance | Ease | Time |
| 4 | 5 | 3 | 2 |
How to fix:
In your CMS (WordPress: Users > All Users), remove inactive accounts or downgrade roles. Review quarterly.
If ignored:
Departed staff can still access, change, or leak data.
6. Two-Factor Authentication Implementation
2FA stops 90%+ of credential-based hacks. (The one time I skipped this, we got brute-forced.)
| Impact | Importance | Ease | Time |
| 5 | 5 | 3 | 2 |
How to fix:
Use Google Authenticator or Authy with your CMS. For WordPress: Wordfence or WP 2FA.
If ignored:
One leaked password = total site compromise.
7. Password Policy Compliance
Weak passwords are the #1 breach vector.
| Impact | Importance | Ease | Time |
| 4 | 5 | 3 | 1 |
How to fix:
Enforce strong passwords (12+ chars, symbols, no dictionary words). Use LastPass or 1Password. WordPress: Force Strong Passwords plugin.
If ignored:
Easy pickings for hackers.
8. Session Management Security
Sessions should auto-expire. Too long = session hijacking.
| Impact | Importance | Ease | Time |
| 4 | 4 | 2 | 2 |
How to fix:
Set short session lifespans (20-30 mins idle). WordPress: Inactive Logout.
If ignored:
Users remain logged in on public/shared devices. Risky.
9. FINRA Rule 2210 Compliance Check
Financial advisors must comply with FINRA’s advertising rules.
| Impact | Importance | Ease | Time |
| 5 | 5 | 3 | 3 |
Steps:
Review FINRA Rule 2210. Ensure all marketing content, performance claims, and testimonials follow guidelines.
If ignored:
Fines, censure, and regulatory action.
10. SEC Advertising Rule Adherence
SEC’s new marketing rules (2024+) focus on testimonials, performance, and disclosures.
| Impact | Importance | Ease | Time |
| 5 | 5 | 3 | 3 |
How to comply:
Review SEC’s guidance and our FINRA/SEC checklist.
If ignored:
Enforcement, reputational damage, lawsuits.
11. State Registration Requirement Verification
Some states require you to register your site or update disclosures.
| Impact | Importance | Ease | Time |
| 4 | 4 | 2 | 2 |
How to check:
Review NASAA’s list and state-level requirements. Update disclosures and registration as needed.
If ignored:
State fines, forced takedowns.
12. Required Disclosure Presence and Accuracy
Missing or outdated disclosures = fines and lost trust.
| Impact | Importance | Ease | Time |
| 5 | 5 | 3 | 2 |
How to fix:
Compare your site’s disclosures to FINRA/SEC best practices. Update at least quarterly.
If ignored:
Legal action, client confusion.
III. Performance and Technical Audit (15 Essential Checks)
13. Largest Contentful Paint (LCP) Measurement
LCP measures load speed for main content. Google wants <2.5s.
| Impact | Importance | Ease | Time |
| 5 | 5 | 3 | 2 |
How to measure:
PageSpeed Insights > Enter URL
Fix slow images, scripts, or hosting.
If ignored:
Lower SEO, annoyed users.
14. First Input Delay (FID) Evaluation
FID measures responsiveness. Under 100ms is the goal.
| Impact | Importance | Ease | Time |
| 4 | 4 | 2 | 1 |
How to check:
Web Vitals Chrome Extension
Optimize heavy JavaScript.
If ignored:
Laggy forms, drop-offs.
15. Cumulative Layout Shift (CLS) Analysis
CLS = content jumping when loading. Target: <0.1.
| Impact | Importance | Ease | Time |
| 4 | 4 | 2 | 2 |
How to check:
PageSpeed Insights or Chrome DevTools
Set image/video dimensions, avoid injected ads.
If ignored:
Broken experience.
16. Mobile Performance Testing
Mobile users = >70% in 2025. If your mobile sucks, you lose.
| Impact | Importance | Ease | Time |
| 5 | 5 | 3 | 2 |
How to test:
Google Mobile-Friendly Test
Responsive design, fast loading, usable forms.
If ignored:
Lost leads, lower ranking.
17. Page Speed Optimization Opportunities
Slow sites kill conversions.
| Impact | Importance | Ease | Time |
| 5 | 5 | 3 | 3 |
How to fix:
Compress images (TinyPNG), lazy-load assets, use WP Rocket (WordPress), move to faster hosting.
If ignored:
Bounce rates soar.
18. Responsive Design Functionality
Your site must look good on all devices.
| Impact | Importance | Ease | Time |
| 5 | 5 | 4 | 2 |
How to check:
Resize browser, use Chrome DevTools > Device Toolbar. Fix breakpoints in CSS.
If ignored:
Broken layouts, frustrated users.
19. Touch Interface Usability
Buttons/links must be easily tappable.
| Impact | Importance | Ease | Time |
| 4 | 4 | 3 | 2 |
How to check:
Try on a phone. Increase button size, spacing.
If ignored:
Accidental taps, lost conversions.
20. Mobile Form Optimization
Forms should be fast and easy on mobile.
| Impact | Importance | Ease | Time |
| 5 | 4 | 3 | 2 |
How to fix:
Use large fields, auto-fill, minimal required info. Test with BrowserStack.
If ignored:
Abandoned leads.
21. App-Like Functionality Testing
Progressive Web App (PWA) features: offline, push, fast load.
| Impact | Importance | Ease | Time |
| 3 | 3 | 2 | 2 |
How to check:
Lighthouse Audit.
If ignored:
Your competitors’ sites feel “snappier.”
22. Cross-Device Consistency Check
Your site should look/function identically across devices.
| Impact | Importance | Ease | Time |
| 4 | 4 | 3 | 2 |
How to check:
Test on iOS, Android, tablets, desktops. Use BrowserStack.
If ignored:
Inconsistent experiences = trust issues.
23. Server Response Time Analysis
TTFB (Time to First Byte) under 200ms is your target.
| Impact | Importance | Ease | Time |
| 5 | 5 | 3 | 2 |
How to check:
GTmetrix or Pingdom. Upgrade hosting, optimize code.
If ignored:
Slow load, poor SEO.
24. Database Optimization Assessment
Slow queries = slow site.
| Impact | Importance | Ease | Time |
| 4 | 4 | 3 | 2 |
How to fix:
Use WP-Optimize or built-in CMS tools. Schedule regular cleanups.
If ignored:
Site bogs down over time.
25. CDN Performance Evaluation
Content Delivery Networks speed up global access.
| Impact | Importance | Ease | Time |
| 4 | 4 | 3 | 2 |
How to check:
Cloudflare Analytics, KeyCDN Tools.
If ignored:
Slow international loads, DDoS risk.
26. Backup System Verification
No backups = eventual disaster.
| Impact | Importance | Ease | Time |
| 5 | 5 | 4 | 2 |
How to fix:
Use UpdraftPlus (WordPress) or your host’s backup system. Store backups offsite (AWS S3, Google Drive).
If ignored:
One hack or crash = years of work gone.
27. Error Page Functionality Testing
Custom 404/500 pages keep users on site.
| Impact | Importance | Ease | Time |
| 3 | 3 | 4 | 1 |
How to check:
Visit a broken URL (e.g., /asdf). Ensure your 404 page is branded and helpful.
If ignored:
Users bounce, bad impressions.
IV. Content and SEO Audit (10 Strategic Checks)
28. Information Accuracy Verification
Wrong info = lost trust, regulatory risk.
| Impact | Importance | Ease | Time |
| 5 | 5 | 4 | 3 |
How to fix:
Quarterly content reviews. Fact-check against official sources and compliance docs.
If ignored:
Angry clients, legal headaches.
29. Content Freshness Assessment
Stale content signals neglect.
| Impact | Importance | Ease | Time |
| 4 | 4 | 3 | 2 |
How to fix:
Update blog/news at least quarterly. Remove outdated offers.
If ignored:
Lower SEO, less engagement.
30. Compliance Disclosure Updates
Disclosures must match current regulations.
| Impact | Importance | Ease | Time |
| 5 | 5 | 3 | 2 |
How to fix:
Review FINRA/SEC checklist quarterly.
If ignored:
Legal exposure.
31. Performance Data Accuracy
Performance claims must be current and substantiated.
| Impact | Importance | Ease | Time |
| 4 | 4 | 3 | 2 |
How to fix:
Verify with up-to-date internal data.
If ignored:
Regulator action, client distrust.
32. Contact Information & Form Verification
Outdated contact info or forms that don’t work = lost leads.
| Impact | Importance | Ease | Time |
| 5 | 5 | 4 | 1 |
How to fix:
Test phone/email/forms monthly.
If ignored:
Missed opportunities.
33. Keyword Optimization Analysis
Are you ranking for what matters?
| Impact | Importance | Ease | Time |
| 4 | 4 | 3 | 2 |
How to check:
Ahrefs, SEMrush, or Google Search Console.
If ignored:
Invisible to prospects.
34. Meta Tag Optimization Review
Meta titles/descriptions boost click-through.
| Impact | Importance | Ease | Time |
| 3 | 3 | 3 | 2 |
How to fix:
Yoast SEO, Manual CMS checks.
If ignored:
Lower CTR, missed traffic.
35. Internal Linking Structure Audit
Links = better SEO and user flow.
| Impact | Importance | Ease | Time |
| 4 | 4 | 3 | 2 |
How to fix:
Use Screaming Frog. Link related content.
If ignored:
Lower SEO, harder navigation.
36. XML Sitemap Functionality
Sitemaps help Google index your site.
| Impact | Importance | Ease | Time |
| 3 | 3 | 4 | 1 |
How to check:
Yoast SEO, Google Search Console.
If ignored:
Pages may not appear in search.
37. Google Search Console Integration
You need visibility into errors and rankings.
| Impact | Importance | Ease | Time |
| 5 | 5 | 4 | 1 |
How to set up:
Google Search Console > Add Property.
If ignored:
No insight into site health or traffic.
V. User Experience and Accessibility Audit (10 Comprehensive Checks)
38. Navigation Usability Testing
If users can’t find what they need, they bounce.
| Impact | Importance | Ease | Time |
| 5 | 5 | 3 | 2 |
How to fix:
Use Maze or ask clients to test.
If ignored:
Frustrated users, lost leads.
39. Form Completion Optimization
Complex forms = abandoned leads.
| Impact | Importance | Ease | Time |
| 5 | 4 | 3 | 2 |
How to fix:
Shorten fields, use progress bars, test on mobile.
If ignored:
Lower conversions.
40. Call-to-Action Effectiveness
Weak CTAs = no action.
| Impact | Importance | Ease | Time |
| 4 | 4 | 3 | 2 |
How to fix:
A/B test with Optimizely.
If ignored:
Site becomes a brochure, not a funnel.
41. Client Portal Functionality
If you offer a portal, it must work—always.
| Impact | Importance | Ease | Time |
| 5 | 5 | 2 | 3 |
How to check:
Test logins, downloads, features monthly.
If ignored:
Angry, locked-out clients.
42. Contact Method Accessibility
If clients can’t reach you easily, they go elsewhere.
| Impact | Importance | Ease | Time |
| 5 | 4 | 4 | 1 |
How to fix:
Prominent phone/email/chat on every page.
If ignored:
Missed business.
43. ADA Compliance Verification
ADA lawsuits are skyrocketing.
| Impact | Importance | Ease | Time |
| 5 | 5 | 3 | 3 |
How to check:
WAVE Tool, see SupportMy Website ADA Compliance Guide.
If ignored:
Legal action, exclusion.
44. Screen Reader Compatibility
Visually impaired users rely on this.
| Impact | Importance | Ease | Time |
| 4 | 4 | 3 | 2 |
How to fix:
Test with NVDA or JAWS.
If ignored:
Accessibility claims, lost clients.
45. Color Contrast Assessment
Text must be readable for all.
| Impact | Importance | Ease | Time |
| 3 | 3 | 4 | 1 |
How to check:
WebAIM Contrast Checker.
If ignored:
Fails compliance, hard-to-read content.
46. Keyboard Navigation Testing
Some users navigate by keyboard only.
| Impact | Importance | Ease | Time |
| 4 | 4 | 3 | 1 |
How to test:
Tab through your site. Fix stuck or skipped elements.
If ignored:
Inaccessible site, lost opportunities.
47. Alternative Text Optimization
Alt text = images accessible and SEO-boosted.
| Impact | Importance | Ease | Time |
| 4 | 4 | 3 | 2 |
How to fix:
Add descriptive alt text to every image.
If ignored:
Fails accessibility, hurts SEO.
VI. Audit Implementation and Reporting Framework
Monthly Quick Audit Process
To get started on your monthly audit process (like we do daily here at Support My Website), the following 3 bullet points will help. There are tons of ways to do this and an overabundance of tools you can use. The important part is to actually do the work.
- Identify Priority Checks: Focus on SSL, backups, user access, contact functionality.
- Rapid Assessment Protocols: Use checklists and automation (e.g., Uptime Robot, Google Search Console).
- Issue Escalation: Assign urgent fixes immediately; document for quarterly review.
You don’t need to do everything every month. For the most part, the items with a 4 or 5 importance or impact are at the top of the list. The items that don’t change much, those can be done quarterly.
Quarterly Comprehensive Review
Doing the full list is time consuming and tedious, so I strongly recommend trying to automate as much of it as possible. After you get your tools set up, you can build out an automatic system to run much of the work. Once again, its tedious, but don’t forget to do the detailed reporting, you may need it for compliance later.
The full spreadsheet can be accessed above. Whether you use ours or your own, the important thing is to actually do the work.
- Full 47-Point Audit: Schedule a 1-2 hour session; use this checklist as your guide.
- Detailed Reporting: Use templates to log findings, assign responsible staff, and set deadlines.
- Improvement Plan: Prioritize by impact/urgency; assign owners for each task.
Annual Strategic Assessment
At the end of each year, you’ll need to assess the entire site. It’s work, but not as much as you may expect. Just a few days. You’ll want to go through the usual 47 point checklist above, plus more on compliance, plus future planning.
Here’s a broad strategic assessment template. It needs to be outfitted to your organization, but it will give you a good start:
It covers the following items:
- Technology Stack Audit: Assess CMS, plugins, hosting, and tools for relevance and risk.
- Competitive Analysis: Compare your site’s performance, compliance, and UX to top 5 competitors.
- Long-Term Planning: Align website improvements with upcoming business and regulatory changes.
What to take away:
- Don’t trust “set-and-forget”—website maintenance is a never-ending sprint, not a one-mile jog.
- Compliance isn’t optional. The SEC/FINRA are watching, and so are your clients.
- Speed, security, and accessibility are the new table stakes. Miss one, and your site (and business) will pay for it.
- You’re only as strong as your last audit. Schedule them, track them, and never assume “someone else is watching the store.”
- Leverage tools and automation: Manual checks are fine, but robots don’t sleep.
Action Steps
- Download and customize the 47-point checklist.
- Schedule your first monthly and quarterly audits—right now.
- Assign ownership of each audit area to someone who will lose sleep if it’s not done.
- Email me for the master audit template, or to gut-check your process.
Author: Jason Long
Jason is a serial problem solver and entrepreneur with 20+ years of experience in business building.
Jason’s ventures range from agriculture to healthcare with a focus on web-based technology. He has extensive experience in software development and has operated as a developer, UX designer, graphic designer, project manager, director, executive coach, and CEO.
Linkedin
Personal Website
Sources:
FINRA Rule 2210 Maintenance Checklist
Support My Website Security Services
Support My Website ADA Compliance
(This article is a living SOP—bookmark it, use it, and let me know where it breaks. That’s how we get better.)