Common Issues Found During B2B Website Audits

Mar 03, 2025 — B2B, Web Design & Development

If your B2B website is not performing to its full potential, or you have noticed a dip in traffic, it’s time for a B2B website audit. Auditing will help you get to the root cause of your website’s performance, so you can figure out the solution and get your B2B website working to its full potential. B2B websites are an integral part of any business and need to perform at their optimal level. Therefore, any website speed and performance issues in B2B sites have to be addressed immediately, or else it could be costly for your business. In the following blog, let’s look at the common issues found during B2B website audits:

Poor Load Speed
One of the biggest revelations during a B2B website audit is the website load speed. Developers forget to optimize large-size, heavy images, or excessively use CSS and JavaScript. These can have an effect on the load speed. Server response is another factor affecting the speed so account for that as well. Post the audit, website speed optimization will be needed.

Poor Content
Why content quality matters in B2B website audits is because search engines are now moving towards the importance of quality and this is one of the top issues found in most audits. Poor language and grammar, plagiarism, irrelevant content, and poor use of keywords are major issues plaguing B2B websites.

Bad Navigation
If you have a needlessly confusing website menu that requires the user to click on multiple links just to get to the page they are looking for, it is considered bad navigation. Another huge issue that is common is unclear CTAs (call-to-action). Users don’t understand where they have to click. Broken links are another common issue.

Unfriendly Mobile Design
Website audits make it clear how mobile responsiveness impacts B2B website rankings. When used on a mobile device, the website’s format becomes inconsistent, there are elements whose clickability suffers, and the responsiveness of the overall website tanks.

Terrible UI/UX
In an increasingly digitally aware world, delivering a bad UI and UX could be trouble for your B2B website. Poor branding and design elements, cluttered pages with too much text, and illogical navigation will ensure that users leave your website, increasing the bounce rate.

SEO Issues
SEO is an important factor that needs to be thoroughly audited. It will bring to the fore all the off-page and on-page SEO issues. Plagiarised and duplicate content, broken external and internal links, poorly written content, and meta titles and descriptions are just a few of the most common issues that will come to the fore.

Poor Security
A B2B website that contains confidential information about customers and payment gateways needs to get a website security audit. Issues like no HTTPS encryption, poor defenses against cyberattacks, and obsolete security practices are the common issues that are found, and correcting them can boost your B2B website’s security considerably.

Missing Trust and Social Aspects
You’d be surprised how many websites are missing client testimonials, case studies for products and services, awards from prestigious organizations, and industry-related certifications. These can boost the trust and social quotient in your website, and increase the authority of the website.

Lacklustre Lead Generation Strategy
Many B2B businesses invest in online marketing. They pump in money for many campaigns but website audits reveal they fail in doing conversion rate optimization on the website. Organic lead magnets like case studies and white papers are missing, lead forms are displayed properly, and sign-up processes are needlessly lengthy.

Tracking & Analysis Gaps
This is one of the biggest issues found after a B2B website performance audit. Many tracking and analysis gaps are found with no Google Analytics or tracking setup, lack of heatmaps or behavior analysis tools, and poor conversion tracking implementation. These have an adverse effect on the campaigns, and you miss out on important data that would help you make better campaigns in the future.

These common SEO issues found in B2B website audits have an easy fix but there are also uncommon issues that need to be addressed by experts. Therefore, you need experts like Kaizen 360 Branding Pvt. Ltd. Apart from having the best experts for conducting website audits, we also design and develop robust and comprehensive B2B websites. So, if you want an error-free, highly optimized B2B website, get in touch with us today.