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Website Audit for Startups: What to Check Before Launch

A practical pre-launch website audit checklist for startup founders covering indexability, page speed, SEO, mobile, conversion paths, and trust signals.

# Website Audit for Startups: What to Check Before Launch

You've spent weeks building the product. The landing page went up Friday. Investors, friends, and a small wave of paid traffic are about to hit it on Monday.

This is the worst possible moment to discover that your signup form is broken in Safari, your hero image is 4.2 MB, or that Google can't index your homepage because someone left noindex in the meta tag from staging.

A pre-launch website audit is the cheapest insurance a startup can buy. It takes a few hours, not a few weeks. Below is a plain-English checklist of what to actually look at — the things that quietly kill conversions and rankings before they have a chance to start.

Two startup co-founders at a whiteboard covered in sticky notes labeled "homepage," "pricing," "signup," and "404," pointing at a printed pre-launch audit checklist with a laptop showing a staging URL nearby, natural morning light through a loft window
Two startup co-founders at a whiteboard covered in sticky notes labeled "homepage," "pricing," "signup," and "404," pointing at a printed pre-launch audit checklist with a laptop showing a staging URL nearby, natural morning light through a loft window

Why pre-launch audits matter more for startups

Established sites have buffers. They have brand searches, backlinks, returning visitors, and time to fix things. A startup site has none of that. Every visitor in your first month is borrowed — from an ad, a Product Hunt feature, a podcast, a cold email reply. If the page fumbles in the first three seconds, you don't get a second chance with that person.

The audit isn't about chasing a perfect Lighthouse score. It's about catching the handful of obvious failures that turn paid clicks into bounces and good content into pages Google never shows.

The 7 layers to check before you launch

Walk your site through these seven layers with fresh eyes — ideally on a device you've never used to view it before.

1. The "can Google even see this?" layer

This is the one that haunts new sites. Founders ship, run ads for three weeks, then notice they're nowhere in Google. The cause is almost always one of these:

  • A leftover from staging
  • A robots.txt blocking everything with Disallow: /
  • A canonical tag pointing every page back to the staging URL
  • A site behind HTTP auth that Googlebot can't reach

How to check, fast:

  1. Visit yourdomain.com/robots.txt in your browser. If you see Disallow: / with no other rules, you have a problem.
  2. View source on any page, search for noindex and canonical. The canonical URL should match the live domain, not staging or localhost.
  3. Open Google Search Console, submit your sitemap, and use the URL Inspection tool on your homepage. It tells you plainly whether the page is indexable.

If you do nothing else from this list, do this. Indexing problems compound silently.

2. The speed layer

Speed is the one technical metric that maps directly onto money. Slow pages bounce more, convert less, and rank lower. Google's Core Web Vitals — Largest Contentful Paint, Interaction to Next Paint, and Cumulative Layout Shift — are the practical benchmarks to hit.

The most common startup speed-killers, in order of how often they show up:

  • Unoptimized hero images. A 3 MB PNG of your product screenshot is the single biggest offender. Convert to WebP, target under 200 KB.
  • Tag-bloat. Six analytics tools, two chat widgets, a heatmap, an A/B testing library, and a cookie banner all loading on page one. Pick the two you'll actually look at this quarter and remove the rest.
  • Webfonts loading from three sources. Self-host one font family. Use font-display: swap.
  • A hero video that autoplays. Replace with a poster image until the user scrolls.

Run your homepage through PageSpeed Insights once and fix the top three "Opportunities" it lists. That covers 80% of the win.

A solo founder hunched over a laptop showing a half-loaded startup homepage with a broken hero image placeholder, a red Lighthouse score of 38, and an open DevTools panel flagging a 4.2 MB image, with a notebook scribbled "Product Hunt tomorrow??" on the desk
A solo founder hunched over a laptop showing a half-loaded startup homepage with a broken hero image placeholder, a red Lighthouse score of 38, and an open DevTools panel flagging a 4.2 MB image, with a notebook scribbled "Product Hunt tomorrow??" on the desk

3. The content and SEO basics layer

You don't need a full SEO strategy before launch. You need pages that aren't actively confusing to search engines.

The minimum checklist:

  • Every page has a unique </code> under 60 characters</li><li>Every page has a unique meta description under 160 characters</li><li>Exactly one <code class="bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong"><h1></code> per page, in human language</li><li>Image <code class="bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong">alt</code> text on anything that conveys meaning (decorative images can stay empty)</li><li>A real <code class="bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong">favicon.ico</code></li><li>An XML sitemap at <code class="bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong">/sitemap.xml</code>, linked from <code class="bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong">robots.txt</code></li><li>No placeholder copy. Search "lorem ipsum" across your site. Search "click here." Search your internal feature nicknames.</li></ul><p class="text-text-secondary leading-relaxed my-4">Google's guidance on helpful content is the lens to apply: write pages for the person reading them, not for a keyword. A homepage that says "AI-powered next-generation platform for forward-thinking teams" tells nobody anything. A homepage that says "Schedule social posts for your Shopify store in under 5 minutes" tells everybody everything.</p><h3 class="text-xl font-semibold text-text-primary mt-8 mb-3">4. The trust layer</h3><p class="text-text-secondary leading-relaxed my-4">Startups have zero brand equity at launch. Every visitor is silently asking: is this real, will my card get stolen, will support answer if something breaks. Trust signals answer those questions before they're asked.</p><p class="text-text-secondary leading-relaxed my-4"><strong class="text-text-primary">Walk your homepage and check for:</strong></p><ul class="list-disc pl-5 space-y-1.5 my-4 text-text-secondary"><li>A visible company name and registered address in the footer</li><li>A working contact method that isn't just a chat widget (an email address is fine)</li><li>Privacy and terms links that load and aren't templated boilerplate with <code class="bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong">[YOUR COMPANY NAME]</code> still in them</li><li>Real customer logos or testimonials — or none, if you don't have any. Empty space beats fabricated proof.</li><li>HTTPS on every page, with no mixed-content warnings</li><li>Pricing that exists. "Contact us for pricing" on a self-serve product reads as a red flag to early-stage buyers.</li></ul><h3 class="text-xl font-semibold text-text-primary mt-8 mb-3">5. The mobile layer</h3><p class="text-text-secondary leading-relaxed my-4">More than half your launch traffic will be on a phone. Test on an actual phone, not just Chrome's device emulator.</p><p class="text-text-secondary leading-relaxed my-4">Things that break on real phones but pass in DevTools:</p><ul class="list-disc pl-5 space-y-1.5 my-4 text-text-secondary"><li>Tap targets that work with a mouse cursor but are too small or too close together for a thumb</li><li>Hero text that gets cut off behind a sticky header on mobile</li><li>A signup form that triggers the keyboard and then scrolls in a way that hides the submit button</li><li>A cookie banner that covers 40% of the screen with no easy dismiss</li><li>An autoplay video that drains battery and triggers iOS to lower the volume</li></ul><p class="text-text-secondary leading-relaxed my-4">Open the site on your phone in airplane mode for a second, then re-enable cellular. That simulates the "metro station signup" experience most of your real users will have.</p><h3 class="text-xl font-semibold text-text-primary mt-8 mb-3">6. The conversion path layer</h3><p class="text-text-secondary leading-relaxed my-4">You can have a fast, indexed, trustworthy site that still converts nothing because the path from "land" to "do the thing" is broken or hidden.</p><p class="text-text-secondary leading-relaxed my-4"><strong class="text-text-primary">Trace it yourself, click by click:</strong></p><ol class="list-decimal pl-5 space-y-1.5 my-4 text-text-secondary"><li>Land on homepage. Where is the primary CTA? Is it above the fold? Does it say what happens when you click it?</li><li>Click the CTA. Does the form ask for the minimum it needs, or for your job title, company size, and phone number on step one?</li><li>Submit the form. Does a confirmation email arrive within 60 seconds? Does it come from a real domain (<code class="bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong">noreply@yourstartup.com</code>) or from <code class="bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong">mailer@sendgrid.net</code>? Inbox or spam?</li><li>Click any link in that email. Working page or 404?</li></ol><p class="text-text-secondary leading-relaxed my-4">Then do it again on a phone. Then again as an incognito user who isn't logged in to anything.</p><p class="text-text-secondary leading-relaxed my-4">This is the most-skipped step in pre-launch audits, and the one that costs the most.</p><h3 class="text-xl font-semibold text-text-primary mt-8 mb-3">7. The "what happens when things go wrong" layer</h3><p class="text-text-secondary leading-relaxed my-4">Real users do weird things. They click old links, mistype URLs, paste broken share links from Slack. Your error states are part of your product.</p><ul class="list-disc pl-5 space-y-1.5 my-4 text-text-secondary"><li>Visit <code class="bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong">yourdomain.com/this-page-does-not-exist</code>. Is the 404 useful, with a search box and links back to main pages, or a wall of text saying "Not Found"?</li><li>Submit your signup form with an obviously invalid email. Does it explain what's wrong, or silently fail?</li><li>Try a card that gets declined. Does the error message reach the user, or does the page spin forever?</li><li>What does the page look like if a third-party script (analytics, chat widget) fails to load? Does the rest of the site still work?</li></ul><figure class="my-8"><img src="/blog-images/blog-website-audit-for-startups-3-close-up-overhead-shot-of-a-tablet-displaying-a-pre-launch-a.webp" alt="Close-up overhead shot of a tablet displaying a pre-launch audit report with flagged items — leftover noindex tag, missing meta descriptions, no favicon, 4.1s LCP, staging canonical — beside a printed XML sitemap and a red pen circling priority issues" class="w-full rounded-lg border border-border" loading="lazy"/><figcaption class="text-sm text-text-muted italic mt-2 text-center">Close-up overhead shot of a tablet displaying a pre-launch audit report with flagged items — leftover noindex tag, missing meta descriptions, no favicon, 4.1s LCP, staging canonical — beside a printed XML sitemap and a red pen circling priority issues</figcaption></figure><h2 class="text-2xl font-bold text-text-primary mt-10 mb-4">A short walkthrough: a real pre-launch audit</h2><p class="text-text-secondary leading-relaxed my-4">Here's how this plays out. A solo founder building a small SaaS for freelance bookkeepers asks for a 30-minute review the day before her Product Hunt launch.</p><p class="text-text-secondary leading-relaxed my-4">Indexability first. Her <code class="bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong">robots.txt</code> is fine. But the homepage canonical points to <code class="bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong">https://staging.bookkeeperhq.com</code> — leftover from dev. A 30-second fix that would have kept the entire site out of Google for weeks.</p><p class="text-text-secondary leading-relaxed my-4">Speed next. The hero is a 2.8 MB JPG of her product UI. Compressed to WebP at 180 KB, LCP drops from 4.1s to 1.6s on a simulated 4G connection.</p><p class="text-text-secondary leading-relaxed my-4">Content layer. The pricing page title is just "Pricing." Changed to "Pricing — Bookkeeping Software for Freelancers | BookkeeperHQ." Three other pages had identical meta descriptions copy-pasted from the homepage.</p><p class="text-text-secondary leading-relaxed my-4">Trust layer. No privacy policy link in the footer. She has one written — it's just not linked. Two minutes.</p><p class="text-text-secondary leading-relaxed my-4">Conversion path. The signup confirmation email goes out from <code class="bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong">info@bookkeeperhq.com</code>, but the domain doesn't have SPF or DKIM records, so Gmail flags it as spam. We add the records via her DNS provider. Now it lands in inbox.</p><p class="text-text-secondary leading-relaxed my-4">Total time: 47 minutes. Issues found: 11. Issues fixed before launch: 9. The two unfixed — a slow blog page, a slightly oversized webfont — are noted for next sprint.</p><p class="text-text-secondary leading-relaxed my-4">That's what a useful pre-launch audit looks like. Not exhaustive. Specific.</p><h2 class="text-2xl font-bold text-text-primary mt-10 mb-4">Structured data: a small bonus win</h2><p class="text-text-secondary leading-relaxed my-4">If you're publishing a blog or long-form content, add Article structured data to those pages. Google's documentation spells out the required fields — headline, author, datePublished. Fifteen minutes sitewide if your CMS supports it, and it makes your content eligible for richer search appearances.</p><p class="text-text-secondary leading-relaxed my-4">Not a launch-day priority. Worth knowing about for week two.</p><h2 class="text-2xl font-bold text-text-primary mt-10 mb-4">What to skip (for now)</h2><p class="text-text-secondary leading-relaxed my-4">Some things matter eventually, not at launch. Don't let them block you:</p><ul class="list-disc pl-5 space-y-1.5 my-4 text-text-secondary"><li>Schema markup on every page type. Articles are worth it. Most others can wait.</li><li>Perfect Lighthouse scores. 90+ on mobile is plenty. Chasing 100 is a multi-week project.</li><li>Heavy A/B testing infrastructure. You need traffic before you can test anything meaningfully.</li><li>A blog with 20 posts on day one. One good post and a real plan beats twenty thin ones.</li><li>Internationalization. Ship in one language. Translate when you have demand.</li></ul><p class="text-text-secondary leading-relaxed my-4">The pre-launch audit is about removing landmines, not polishing chrome.</p><figure class="my-8"><img src="/blog-images/blog-website-audit-for-startups-4-a-small-startup-team-gathered-at-a-wall-mounted-monitor-show.webp" alt="A small startup team gathered at a wall-mounted monitor showing their newly launched SaaS product page with a green PageSpeed score, a footer with privacy and contact links, and a phone in the foreground completing the signup form" class="w-full rounded-lg border border-border" loading="lazy"/><figcaption class="text-sm text-text-muted italic mt-2 text-center">A small startup team gathered at a wall-mounted monitor showing their newly launched SaaS product page with a green PageSpeed score, a footer with privacy and contact links, and a phone in the foreground completing the signup form</figcaption></figure><h2 class="text-2xl font-bold text-text-primary mt-10 mb-4">A 20-minute self-audit checklist</h2><p class="text-text-secondary leading-relaxed my-4">If you only have 20 minutes before launch, do these in order:</p><ol class="list-decimal pl-5 space-y-1.5 my-4 text-text-secondary"><li>View source on the homepage. No <code class="bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong">noindex</code>, canonical points to the live domain. (2 min)</li><li>Visit <code class="bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong">/robots.txt</code> and <code class="bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong">/sitemap.xml</code>. Both exist and look right. (1 min)</li><li>Run the homepage through PageSpeed Insights on mobile. Note the LCP. (2 min)</li><li>Compress and replace the hero image if it's over 300 KB. (3 min)</li><li>Confirm every page has a unique title and meta description. (4 min)</li><li>Click your primary CTA. Submit the form. Check the email arrives in inbox, not spam. (3 min)</li><li>Open the site on your phone. Try to sign up with one thumb. (3 min)</li><li>Visit a fake URL. Confirm the 404 page is useful. (1 min)</li><li>Footer check: privacy, terms, contact, address. (1 min)</li></ol><p class="text-text-secondary leading-relaxed my-4">That's the minimum. Anything beyond is bonus.</p><h2 class="text-2xl font-bold text-text-primary mt-10 mb-4">Run a free audit before you ship</h2><p class="text-text-secondary leading-relaxed my-4">You can do all of this manually, and on a small site you probably should at least once. After the first pass, an automated audit catches the things you'll otherwise miss — the broken canonical you fixed last week and accidentally reverted, the new page someone added without a meta description, the third-party script that quietly tripled your page weight.</p><p class="text-text-secondary leading-relaxed my-4"><a href="/tools/free-website-audit" class="text-accent hover:text-accent-strong underline">Run a free website audit on FreeSiteAudit</a> — paste your URL, get a plain-English report covering indexability, speed, content, mobile, and trust signals in under two minutes. No signup required for the first scan. If you're a SaaS startup specifically, the <a href="/industries/saas-startups" class="text-accent hover:text-accent-strong underline">startup industry checklist</a> covers patterns we see most often. For deeper fixes, the <a href="/fixes/core-web-vitals" class="text-accent hover:text-accent-strong underline">Core Web Vitals guide</a> and the <a href="/fixes/meta-tags" class="text-accent hover:text-accent-strong underline">meta tags walkthrough</a> cover the two areas startups most commonly get wrong.</p><p class="text-text-secondary leading-relaxed my-4">The goal isn't a perfect site. The goal is a site that doesn't get in its own way on launch day.</p><h2 class="text-2xl font-bold text-text-primary mt-10 mb-4">Sources</h2><ul class="list-disc pl-5 space-y-1.5 my-4 text-text-secondary"><li>Google Search Central — Creating helpful, reliable, people-first content: https://developers.google.com/search/docs/fundamentals/creating-helpful-content</li><li>Google Search Central — Article structured data: https://developers.google.com/search/docs/appearance/structured-data/article</li><li>web.dev — Core Web Vitals: https://web.dev/articles/vitals</li></ul></div><div class="mt-12"></div><div class="mt-6 bg-gradient-to-r from-accent-subtle to-accent-subtle/50 border border-accent-border rounded-xl p-8 text-center"><h2 class="text-2xl font-bold mb-2">Check your website for free</h2><p class="text-text-muted mb-6">Get an instant score and your top 3 critical issues in under 60 seconds.</p><a class="inline-block bg-accent hover:bg-accent-strong text-text-inverse font-semibold px-10 py-3.5 rounded-lg transition-colors" href="/#free-audit">Get Your Free Audit →</a></div></article><footer class="border-t border-border mt-auto"><nav aria-label="Footer navigation" class="max-w-6xl mx-auto px-4 py-8 sm:py-12"><div class="grid grid-cols-2 md:grid-cols-3 gap-8 lg:flex lg:flex-row lg:flex-wrap lg:justify-between lg:gap-x-6"><div class="col-span-2 md:col-span-1 lg:max-w-[14rem]"><a class="text-lg font-bold tracking-tight" href="/"><span class="text-accent">Free</span>SiteAudit</a><p class="text-text-muted text-sm mt-3 leading-relaxed">Website audits for business owners and agencies. 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They have brand searches, backlinks, returning visitors, and time to fix things. A startup site has none of that. Every visitor in your first month is borrowed — from an ad, a Product Hunt feature, a podcast, a cold email reply. If the page fumbles in the first three seconds, you don't get a second chance with that person.\"}}]\n21:[\"$\",\"p\",\"15\",{\"className\":\"text-text-secondary leading-relaxed my-4\",\"dangerouslySetInnerHTML\":{\"__html\":\"The audit isn't about chasing a perfect Lighthouse score. It's about catching the handful of obvious failures that turn paid clicks into bounces and good content into pages Google never shows.\"}}]\n22:[\"$\",\"h2\",\"17\",{\"className\":\"text-2xl font-bold text-text-primary mt-10 mb-4\",\"children\":\"The 7 layers to check before you launch\"}]\n23:[\"$\",\"p\",\"19\",{\"className\":\"text-text-secondary leading-relaxed my-4\",\"dangerouslySetInnerHTML\":{\"__html\":\"Walk your site through these seven layers with fresh eyes — ideally on a device you've never used to view it before.\"}}]\n24:[\"$\",\"h3\",\"21\",{\"className\":\"text-xl font-semibold text-text-primary mt-8 mb-3\",\"children\":\"1. The \\\"can Google even see this?\\\" layer\"}]\n25:[\"$\",\"p\",\"23\",{\"className\":\"text-text-secondary leading-relaxed my-4\","])</script><script>self.__next_f.push([1,"\"dangerouslySetInnerHTML\":{\"__html\":\"This is the one that haunts new sites. Founders ship, run ads for three weeks, then notice they're nowhere in Google. The cause is almost always one of these:\"}}]\n"])</script><script>self.__next_f.push([1,"26:[\"$\",\"ul\",\"ul-29\",{\"className\":\"list-disc pl-5 space-y-1.5 my-4 text-text-secondary\",\"children\":[[\"$\",\"li\",\"0\",{\"dangerouslySetInnerHTML\":{\"__html\":\"A leftover \u003ccode class=\\\"bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong\\\"\u003e\u003cmeta name=\\\"robots\\\" content=\\\"noindex\\\"\u003e\u003c/code\u003e from staging\"}}],[\"$\",\"li\",\"1\",{\"dangerouslySetInnerHTML\":{\"__html\":\"A \u003ccode class=\\\"bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong\\\"\u003erobots.txt\u003c/code\u003e blocking everything with \u003ccode class=\\\"bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong\\\"\u003eDisallow: /\u003c/code\u003e\"}}],[\"$\",\"li\",\"2\",{\"dangerouslySetInnerHTML\":{\"__html\":\"A canonical tag pointing every page back to the staging URL\"}}],[\"$\",\"li\",\"3\",{\"dangerouslySetInnerHTML\":{\"__html\":\"A site behind HTTP auth that Googlebot can't reach\"}}]]}]\n"])</script><script>self.__next_f.push([1,"27:[\"$\",\"p\",\"30\",{\"className\":\"text-text-secondary leading-relaxed my-4\",\"dangerouslySetInnerHTML\":{\"__html\":\"\u003cstrong class=\\\"text-text-primary\\\"\u003eHow to check, fast:\u003c/strong\u003e\"}}]\n"])</script><script>self.__next_f.push([1,"28:[\"$\",\"ol\",\"ol-35\",{\"className\":\"list-decimal pl-5 space-y-1.5 my-4 text-text-secondary\",\"children\":[[\"$\",\"li\",\"0\",{\"dangerouslySetInnerHTML\":{\"__html\":\"Visit \u003ccode class=\\\"bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong\\\"\u003eyourdomain.com/robots.txt\u003c/code\u003e in your browser. If you see \u003ccode class=\\\"bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong\\\"\u003eDisallow: /\u003c/code\u003e with no other rules, you have a problem.\"}}],[\"$\",\"li\",\"1\",{\"dangerouslySetInnerHTML\":{\"__html\":\"View source on any page, search for \u003ccode class=\\\"bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong\\\"\u003enoindex\u003c/code\u003e and \u003ccode class=\\\"bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong\\\"\u003ecanonical\u003c/code\u003e. The canonical URL should match the live domain, not staging or localhost.\"}}],[\"$\",\"li\",\"2\",{\"dangerouslySetInnerHTML\":{\"__html\":\"Open Google Search Console, submit your sitemap, and use the URL Inspection tool on your homepage. It tells you plainly whether the page is indexable.\"}}]]}]\n"])</script><script>self.__next_f.push([1,"29:[\"$\",\"p\",\"36\",{\"className\":\"text-text-secondary leading-relaxed my-4\",\"dangerouslySetInnerHTML\":{\"__html\":\"If you do nothing else from this list, do this. Indexing problems compound silently.\"}}]\n2a:[\"$\",\"h3\",\"38\",{\"className\":\"text-xl font-semibold text-text-primary mt-8 mb-3\",\"children\":\"2. The speed layer\"}]\n2b:[\"$\",\"p\",\"40\",{\"className\":\"text-text-secondary leading-relaxed my-4\",\"dangerouslySetInnerHTML\":{\"__html\":\"Speed is the one technical metric that maps directly onto money. Slow pages bounce more, convert less, and rank lower. Google's Core Web Vitals — Largest Contentful Paint, Interaction to Next Paint, and Cumulative Layout Shift — are the practical benchmarks to hit.\"}}]\n2c:[\"$\",\"p\",\"42\",{\"className\":\"text-text-secondary leading-relaxed my-4\",\"dangerouslySetInnerHTML\":{\"__html\":\"The most common startup speed-killers, in order of how often they show up:\"}}]\n"])</script><script>self.__next_f.push([1,"2d:[\"$\",\"ul\",\"ul-48\",{\"className\":\"list-disc pl-5 space-y-1.5 my-4 text-text-secondary\",\"children\":[[\"$\",\"li\",\"0\",{\"dangerouslySetInnerHTML\":{\"__html\":\"\u003cstrong class=\\\"text-text-primary\\\"\u003eUnoptimized hero images.\u003c/strong\u003e A 3 MB PNG of your product screenshot is the single biggest offender. Convert to WebP, target under 200 KB.\"}}],[\"$\",\"li\",\"1\",{\"dangerouslySetInnerHTML\":{\"__html\":\"\u003cstrong class=\\\"text-text-primary\\\"\u003eTag-bloat.\u003c/strong\u003e Six analytics tools, two chat widgets, a heatmap, an A/B testing library, and a cookie banner all loading on page one. Pick the two you'll actually look at this quarter and remove the rest.\"}}],[\"$\",\"li\",\"2\",{\"dangerouslySetInnerHTML\":{\"__html\":\"\u003cstrong class=\\\"text-text-primary\\\"\u003eWebfonts loading from three sources.\u003c/strong\u003e Self-host one font family. Use \u003ccode class=\\\"bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong\\\"\u003efont-display: swap\u003c/code\u003e.\"}}],[\"$\",\"li\",\"3\",{\"dangerouslySetInnerHTML\":{\"__html\":\"\u003cstrong class=\\\"text-text-primary\\\"\u003eA hero video that autoplays.\u003c/strong\u003e Replace with a poster image until the user scrolls.\"}}]]}]\n"])</script><script>self.__next_f.push([1,"2e:[\"$\",\"p\",\"49\",{\"className\":\"text-text-secondary leading-relaxed my-4\",\"dangerouslySetInnerHTML\":{\"__html\":\"Run your homepage through PageSpeed Insights once and fix the top three \\\"Opportunities\\\" it lists. That covers 80% of the win.\"}}]\n"])</script><script>self.__next_f.push([1,"2f:[\"$\",\"figure\",\"img-52\",{\"className\":\"my-8\",\"children\":[[\"$\",\"img\",null,{\"src\":\"/blog-images/blog-website-audit-for-startups-2-a-solo-founder-hunched-over-a-laptop-showing-a-half-loaded-s.webp\",\"alt\":\"A solo founder hunched over a laptop showing a half-loaded startup homepage with a broken hero image placeholder, a red Lighthouse score of 38, and an open DevTools panel flagging a 4.2 MB image, with a notebook scribbled \\\"Product Hunt tomorrow??\\\" on the desk\",\"className\":\"w-full rounded-lg border border-border\",\"loading\":\"lazy\"}],[\"$\",\"figcaption\",null,{\"className\":\"text-sm text-text-muted italic mt-2 text-center\",\"children\":\"A solo founder hunched over a laptop showing a half-loaded startup homepage with a broken hero image placeholder, a red Lighthouse score of 38, and an open DevTools panel flagging a 4.2 MB image, with a notebook scribbled \\\"Product Hunt tomorrow??\\\" on the desk\"}]]}]\n"])</script><script>self.__next_f.push([1,"30:[\"$\",\"h3\",\"54\",{\"className\":\"text-xl font-semibold text-text-primary mt-8 mb-3\",\"children\":\"3. 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You need pages that aren't actively confusing to search engines.\"}}]\n32:[\"$\",\"p\",\"58\",{\"className\":\"text-text-secondary leading-relaxed my-4\",\"dangerouslySetInnerHTML\":{\"__html\":\"\u003cstrong class=\\\"text-text-primary\\\"\u003eThe minimum checklist:\u003c/strong\u003e\"}}]\n"])</script><script>self.__next_f.push([1,"33:[\"$\",\"ul\",\"ul-67\",{\"className\":\"list-disc pl-5 space-y-1.5 my-4 text-text-secondary\",\"children\":[[\"$\",\"li\",\"0\",{\"dangerouslySetInnerHTML\":{\"__html\":\"Every page has a unique \u003ccode class=\\\"bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong\\\"\u003e\u003ctitle\u003e\u003c/code\u003e under 60 characters\"}}],[\"$\",\"li\",\"1\",{\"dangerouslySetInnerHTML\":{\"__html\":\"Every page has a unique meta description under 160 characters\"}}],[\"$\",\"li\",\"2\",{\"dangerouslySetInnerHTML\":{\"__html\":\"Exactly one \u003ccode class=\\\"bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong\\\"\u003e\u003ch1\u003e\u003c/code\u003e per page, in human language\"}}],[\"$\",\"li\",\"3\",{\"dangerouslySetInnerHTML\":{\"__html\":\"Image \u003ccode class=\\\"bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong\\\"\u003ealt\u003c/code\u003e text on anything that conveys meaning (decorative images can stay empty)\"}}],[\"$\",\"li\",\"4\",{\"dangerouslySetInnerHTML\":{\"__html\":\"A real \u003ccode class=\\\"bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong\\\"\u003efavicon.ico\u003c/code\u003e\"}}],[\"$\",\"li\",\"5\",{\"dangerouslySetInnerHTML\":{\"__html\":\"An XML sitemap at \u003ccode class=\\\"bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong\\\"\u003e/sitemap.xml\u003c/code\u003e, linked from \u003ccode class=\\\"bg-surface-panel px-1.5 py-0.5 rounded text-sm text-accent-strong\\\"\u003erobots.txt\u003c/code\u003e\"}}],[\"$\",\"li\",\"6\",{\"dangerouslySetInnerHTML\":{\"__html\":\"No placeholder copy. Search \\\"lorem ipsum\\\" across your site. Search \\\"click here.\\\" Search your internal feature nicknames.\"}}]]}]\n"])</script><script>self.__next_f.push([1,"34:[\"$\",\"p\",\"68\",{\"className\":\"text-text-secondary leading-relaxed my-4\",\"dangerouslySetInnerHTML\":{\"__html\":\"Google's guidance on helpful content is the lens to apply: write pages for the person reading them, not for a keyword. A homepage that says \\\"AI-powered next-generation platform for forward-thinking teams\\\" tells nobody anything. A homepage that says \\\"Schedule social posts for your Shopify store in under 5 minutes\\\" tells everybody everything.\"}}]\n35:[\"$\",\"h3\",\"70\",{\"className\":\"text-xl font-semibold text-text-primary mt-8 mb-3\",\"children\":\"4. The trust layer\"}]\n36:[\"$\",\"p\",\"72\",{\"className\":\"text-text-secondary leading-relaxed my-4\",\"dangerouslySetInnerHTML\":{\"__html\":\"Startups have zero brand equity at launch. Every visitor is silently asking: is this real, will my card get stolen, will support answer if something breaks. 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The conversion path layer\"}]\n3f:[\"$\",\"p\",\"99\",{\"className\":\"text-text-secondary leading-relaxed my-4\",\"dangerouslySetInnerHTML\":{\"__html\":\"You can have a fast, indexed, trustworthy site that still converts nothing because the path from \\\"land\\\" to \\\"do the thing\\\" is broken or hidden.\"}}]\n40:[\"$\",\"p\",\"101\",{\"className\":\"text-text-secondary leading-relaxed my-4\",\"dangerouslySetInnerHTML\":{\"__html\":\"\u003cstrong class=\\\"text-text-primary\\\"\u003eTrace it yourself, click by click:\u003c/strong\u003e\"}}]\n"])</script><script>self.__next_f.push([1,"41:[\"$\",\"ol\",\"ol-107\",{\"className\":\"list-decimal pl-5 space-y-1.5 my-4 text-text-secondary\",\"children\":[[\"$\",\"li\",\"0\",{\"dangerouslySetInnerHTML\":{\"__html\":\"Land on homepage. Where is the primary CTA? Is it above the fold? Does it say what happens when you click it?\"}}],[\"$\",\"li\",\"1\",{\"dangerouslySetInnerHTML\":{\"__html\":\"Click the CTA. 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