It’s June. Half the year is gone. If you’re a B2B owner in Bergen County and you haven’t looked at your website with a critical eye since January, you’re flying blind into Q3 — the quarter that determines whether you hit your annual number or spend December explaining to your spouse why revenue’s flat.
Here’s a 60-minute self-audit that doesn’t require any tool you don’t already have. Block off the time. Get a notepad. Do it once a year and you’ll catch the slow leaks before they sink the boat.
Traffic — Are You Trending Up, Flat, or Down?
Open Google Analytics or your platform analytics. Compare January–May 2026 to January–May 2025. Not month-by-month — total. If you’re down more than 10%, something structural changed. Could be a Google update, lost backlinks, a competitor outranking you, or technical issues you didn’t notice. If you’re up but conversions are flat, you’ve got a traffic-quality problem. Note the trend. We’ll dig deeper in step 7.
Conversion — What’s Your Form-Fill-to-Visitor Rate?
Divide form submissions by total sessions for the last 90 days. B2B service sites should land between 1.5%–3.5%. Under 1% means your site is leaking. Over 4% means either your traffic is super-qualified (good) or your tracking is broken (verify). Note the number.
Google Business Profile — When Did You Last Touch It?
Open your GBP dashboard. Check:
- Last post date — should be within 30 days
- Review count vs. 6 months ago — should be growing
- Average response time on reviews — should be under 7 days
- Photo upload date — should be within 60 days
- Q&A section — any unanswered customer questions?
GBP rewards activity. A dormant profile slides in map-pack rankings whether you notice or not.
Security — When Was Your Last Real Audit?
“My scanner says I’m fine” isn’t an audit. Check: SSL certificate expiry date, WordPress core version, plugin update count (any pending >30 days?), admin user list (any accounts you don’t recognize?), 2FA status on every admin, and login URL — still /wp-admin? Bots already know. Move it.
Backups — Restore One. Right Now. To Prove It Works.
Most B2B owners pay for backup plugins they’ve never tested. Spin up a staging site this week and restore last night’s backup to it. If you can’t, you don’t have backups — you have files. The day your site goes down is the wrong day to find out.
Content Gaps — What Hasn’t Been Touched in 18 Months?
List every page on your site. Last-modified date on each. Anything older than 18 months on a service or pricing page is probably costing you ranking and trust. Fresh content signals to Google your business is alive. Old “© 2023” footers signal you might not exist anymore.
Plugin Bloat — How Many Are You Actually Using?
WordPress admin → Plugins → Active. Count them. Anything over 25 is bloat unless you have specific reason for each. Every active plugin is database queries, security surface area, and update risk. Disable anything you haven’t intentionally used in the last 90 days. If nothing breaks in a week, delete it. The site we audited last month had 47 active plugins; 19 were doing nothing and one was the unpatched 2022 vector that let an attacker in.
How AJD handles this
For our retainer clients we run this audit every quarter — not annually — and the data goes into a shared dashboard so we see leaks before the owner does. For non-clients, we run the same audit free as part of any discovery call. Whether you work with us or not, do this audit. Set a 60-minute calendar block this week and just go down the list. Half the B2B owners who do it find at least one issue worth more than their annual website budget.
Want a second set of eyes on your audit results? We’ll go through them with you — free, 30 minutes, no pitch unless you ask. Book Free Discovery Call →
