HR Tech Website Audit Checklist

HR Tech purchases involve 4-7 stakeholders. Your website needs to serve at least three visitor types.

Journey 1: The Champion (HR Director / VP People)

Question they need answered	Page that answers it	Quality (1-5)
"What does this product actually do?"
"How is this different from what we're doing now?"
"Has anyone like us used this successfully?"
"How do I explain this to my boss?"

Journey 2: The Economic Buyer (CHRO / CFO)

Question they need answered	Page that answers it	Quality (1-5)
"What's the ROI / cost-per-employee impact?"
"How long until we see results?"
"What does implementation look like?"
"Is this company stable enough to bet on?"

Journey 3: The Technical Evaluator (HRIS Manager / IT)

Question they need answered	Page that answers it	Quality (1-5)
"Does this integrate with our HRIS/ATS/payroll?"
"How is our data handled and secured?"
"What does implementation require from our team?"
"What's the support model?"

Score:   / 12 questions answered well. If fewer than 8, your site is leaking pipeline at the committee stage.

• Title tags — unique per page, under 60 chars, primary keyword
• Meta descriptions — unique per page, under 155 chars, CTA language
• H1 tags — one per page, matches primary topic
• URL structure — clean, descriptive slugs
• Internal linking — key pages linked from 3+ other pages
• Image alt text — descriptive, natural keywords
• Core Web Vitals passing (LCP, FID, CLS)
• Mobile fully responsive, buttons tappable
• XML sitemap submitted to Search Console

• Primary CTA — clear, specific, above the fold on key pages
• CTA variety — different CTAs for different intent levels
• Form length — appropriate to the offer
• Thank you pages exist and track conversions
• Lead routing — submissions reach the right person within 1 day

Evaluation stage	What buyer needs	Offer type	You have this?
Awareness	Understanding the problem	Blog, benchmarks
Consideration	Evaluating approaches	Buyer's guides, comparisons
Evaluation	Comparing vendors	Case studies, ROI calculators
Business case	Justifying internally	ROI frameworks, exec summaries
Decision	Final validation	Demo, trial, implementation guide

HR buyers handle employee PII. No security page = eliminated before the first conversation.

• Security page with certifications and data handling practices
• SOC 2 / ISO 27001 mentioned (if applicable)
• GDPR/CCPA compliance stated
• Privacy policy is current and specific
• Customer logos displayed (with permission)
• Case studies with named customers and specific results
• Integration ecosystem listed with current partners
• About page with leadership team, funding, company size

Priority	Fix (within 30 days)	Fix (within 90 days)	Backlog
1
2
3