Grade Your Website

Have you ever wondered if your website is good or good enough?  If you ever did but weren’t sure how to go about checking it, there are some free tools you can use to test and analyze your website.  Some of these tools gives you very detailed report to help you really improve your website.

I’ve broken down the tools into following five categories.

  • Website Speed
  • Mobile Responsiveness
  • Technical SEO
  • Local SEO
  • Security

Website Speed

I read somewhere that 47% of website visitors expect your website to load within 2 seconds or less and 40% will abandon your website if it takes more than 3 seconds to load.  You can look at more interesting findings and number at this Kissmetric blog post.

There are two popular tools available to check how your website performs with speed:

They both offer similar services but I always encourage using both.  The Google tool will give you more detailed analysis and also give you scores based on 100.  It also gives you both mobile and desktop testing.

Pingdom gives you more specific numbers such as performance grade, load time, page size and number of requests.  It will also give you how fast your website is compared to all the other sites submitted on Pingdom.  Check out below test I ran on a colleague’s website:

Although the performance grade is D, her website loads within 2 seconds which is pretty impressive – you should target to stay within 2 seconds.

Mobile Responsiveness

Mobile responsive is not only good for your customers to have a pleasant experience from their smartphone, but it is also good for SEO.  Google in 2016 announced that they have created a mobile-first index.  What it means is that Google search algorithms will use primarily the mobile version of your site to “rank pages from that site, to understand structured data, and to show snippets from those pages in our results.”

The bottom line is, browse your website from a smartphone and make sure that the navigation, content, and images are all displaying correctly.  Make sure the images are optimized and compressed, and links and buttons are large enough to be able to easily click with a finger.

When all in doubt, use Google’s Mobile-Friendly tool to check:

mobile-friendly test on LNI Digital Marketing
Mobile-Friendly Test on LNI Digital Marketing website

Technical SEO

Make sure that your website is good to go with technical SEO.  For a comprehensive list of technical SEO list, check out this blog post.  Overall, make sure to have:

  • Page meta fields – title and description – filled out
  • Headings
  • Sitemap

HubSpot’s has a tool called Website Grader.  It used to be called Marketing Grader in the past and focused on the SEO.  But now, they have moved towards more general all-in-one website grader – I prefer they would have stayed with specializing in SEO.  Now that they are looking at your entire website, their SEO analysis doesn’t seem to be detailed enough.  Below is a screenshot from the tool:

HubSpot’s Website Grader

Website Grader will pretty much look at everything on your website and give you a single-letter score which is convenient.  But to get a more thorough analysis on SEO, I recommend using SEOTIMER which I recently discovered.


Local SEO

Did you know that there are many local directories that will help you increase your local visibility?  Moz Local is a great tool to see if your business is registered with any of those directories.  It will tell you which directories have your information – it also tells you there are are any inconsistent, incomplete, or duplicate information out there.  Check out below screenshot for LNI Digital Marketing:

Ouch!  My current score is 20%.  I think I seriously need to find time to work on my own website.

Once you have the results, you can manually create a listing or fix existing issues yourself on each directory or sign up for Moz Local premium service and do it from their dashboard.


This one is easy.  Check to see if your website is using SSL/TLS, i.e. if it is using the https instead of http.  If it’s not using SSL, then you should install it.  If you want to learn more about SSL, check out my blog post “Why You Must Have SSL for Your Website.”

Using these free tools, you don’t need to hire a professional developer or digital marketer to come and audit your website.  But if you do need someone to walk you through these or need help with resolving any of the issues you discovered using the tools, you can always reach out to us.

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