Start with performance metrics. Run the site through PageSpeed Insights and check Core Web Vitals: LCP under 2.5s, FID under 100ms, CLS under 0.1. Award up to 20 points based on how many pass and overall speed score. Slow sites lose users and rankings, so this carries weight. Next, test mobile responsiveness. Open the site on an actual phone and tablet, not just Chrome DevTools. Check tap target sizes, font legibility without zooming, and whether forms work smoothly. Responsive design isn't optional in 2025, given 60–70% of traffic comes from mobile. Award another 20 points for flawless mobile UX, deduct for clunky navigation or horizontal scrolling. Evaluate content quality and structure. Does the homepage communicate what the business does in under five seconds? Are service pages thorough with clear CTAs? Is the writing clear or stuffed with jargon? Quality content ranks and converts; thin pages do neither. This gets 20 points. Audit SEO fundamentals. Check title tags, meta descriptions, heading hierarchy, image alt text, and XML sitemap. Use Screaming Frog or Sitebulb to catch broken links, redirect chains, and missing schema markup. Even a beautiful site ranks poorly without these. Another 20 points here. Finally, assess conversion design. Are CTAs visible and action-oriented? Is contact information easy to find? Does the site build trust with testimonials, case studies, or recognizable logos? A site that looks good but doesn't drive inquiries fails its purpose. Last 20 points. At Ottawa SEO, we run this audit on every client site before proposing changes. A score under 60 signals major issues; 60–80 means solid but improvable; above 80 is competitive. We track the score quarterly to measure redesign ROI. The key is weighting categories by business impact, not just aesthetic preference. A fast, converting site with average design beats a stunning slow one every time.