Audit a SaaS website by scoring 20 checks from 0 to 2 across six areas: message, design, proof, conversion, technical health and system. A score under 20 out of 40 points to a redesign; a low message score points to positioning first. It takes about two hours with your analytics, five call recordings and a phone.
How do you run the audit?
Block two hours. Open your analytics, five recent sales call recordings or notes, and the site on your phone. Score each check 0 (no), 1 (partly) or 2 (yes), and write one line of evidence next to each score. The evidence matters more than the number: it is what you will brief a designer with.
Do it with two people, ideally one from sales and one from marketing, and score separately before comparing. Where you disagree is usually where the site is unclear.
Message (4 checks, 8 points)
- Five buyers shown the first screen for ten seconds can say what you do and for whom.
- The homepage headline matches how your best customers describe you on calls.
- Sales does not spend the first call correcting what the site implied.
- Every main page answers one buyer question, and its heading says which.
Design (4 checks, 8 points)
- Cover the logo: the site could not belong to a competitor.
- The look matches the price you charge and the size of the buyers you sell to.
- The site, the product and the sales deck look like one company.
- Motion and imagery explain the product rather than decorate it.
Proof (3 checks, 6 points)
- Named customers appear in the first two scrolls of the homepage.
- At least one outcome with a number or a before and after.
- The product is shown as it really is, so demos match the site.
Conversion (3 checks, 6 points)
- The main call to action says what the buyer will get.
- Visitors to the demo or contact page mostly submit; check the ratio in analytics.
- A smaller step exists for buyers still evaluating, such as pricing or a tour.
Technical health (3 checks, 6 points)
- Main pages load fast on a phone and pass Core Web Vitals in Search Console.
- Every page has a unique title and description, and important pages are indexed.
- Analytics records the main actions, so you can measure a change.
System (3 checks, 6 points)
- Your team can publish a new page without a developer or a designer for each one.
- New pages look consistent with old ones, because they draw from one design system.
- The system works with AI tools your team uses, such as Claude, Cursor or Codex.
How do you read your score?
| Score | What it means | What to do |
|---|---|---|
| 32 to 40 | The site works; gaps are specific | Fix the lowest-scoring checks one by one |
| 20 to 31 | The site is holding back part of the pipeline | Redesign the pages with the lowest scores, starting with the homepage |
| Under 20 | The site is costing you buyers | Plan a redesign; settle positioning first if the message area is low |
| Message area under 4 of 8 | Positioning, not design, is the first problem | Settle positioning before any design work |
The scoring scale is ours. Use it to compare your site with itself over time, not with other companies.
What do you do with the results?
Turn the lowest scores into a brief. Each low score with its evidence line becomes a problem statement: "buyers cannot say what we do after the first screen; three of five testers said we are an analytics tool". That is a far better brief than "the site feels dated". Our guide to briefing a design agency shows the format.
If the message area scores low, start with positioning; a redesign would make an unclear message look finished. We do not do positioning ourselves; we work alongside partners such as Fletch. If design, proof and system score low, a redesign is the fix; the signs your website is holding back pipeline explain each one in more depth.
Who is Weroast?
Weroast is a design partner built only for post-PMF B2B SaaS and AI companies, from Seed to Series B. When the audit points to the homepage, our Signature Homepage is $9,783 and takes nine days. When it points to the system, the Scalable Website System is $22,981 and takes 3.5 weeks, with a design system built for Claude, Cursor and Codex. Maven Data's homepage was designed in one week (case study), and the Kuhnic behind-the-scenes video shows how we decide. See pricing.
We are listed as a trusted design partner by Fletch, a product marketing firm.
Hire Weroast only if
- Your audit points to design, proof or system, not to positioning.
- You want a fixed scope, a fixed price and an end date.
- You are a B2B SaaS or AI company past product-market fit, from Seed to Series B.
FAQ
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Score the site on message, design, proof, conversion, technical health and system, using your analytics, sales call recordings and a phone. Write one line of evidence for each score, then turn the lowest scores into a brief.
About two hours with this template, if analytics access and a few call recordings are ready.
On this template, under 20 out of 40 points to a redesign. If the message area scores under 4 out of 8, settle positioning first.
You can run this audit yourself. Two people scoring separately, one from sales and one from marketing, catch most problems. An outside view helps most on the design checks.
Need help deciding what to build first?
Book a sprint call and we will map the right scope for your launch stage.
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