Your real estate website should be your #1 employee. It works 24/7, never asks for a day off, and has the potential to be your most powerful lead generation tool. But is it performing at its peak, or is it silently costing you clients? The hard truth is that most agent websites are leaking leads due to easily fixable problems. This is why a regular website audit is one of the highest-ROI activities a top agent can perform.This isn't just another list of vague suggestions. This is a prioritized, actionable checklist, complete with free tools, designed to help you perform a comprehensive 30-minute audit of your real estate website. It will reveal the critical issues, important optimizations, and best practices that separate a simple online brochure from a lead-generating machine.
Why a Quarterly Website Audit is Non-Negotiable
Technology and search engine standards change constantly. A website that was top-of-the-line two years ago could be a technical dinosaur today. A quarterly audit helps you:•Stop Lead Leakage: A single broken contact form or a 3-second delay in page load can cost you tens of thousands in GCI.•Improve Google Rankings: Audits uncover technical SEO issues that could be suppressing your site in search results.•Enhance User Experience: A great user experience builds trust and keeps potential clients on your site longer.If you're serious about your online presence, this audit is your roadmap to improvement.
How to Use This Checklist: The 30-Minute Audit
We’ve broken this checklist into three parts based on priority. Grab a notepad, open the free tools linked below, and let’s begin.•Part 1: Critical Fixes: These are non-negotiable. A failing grade here means your website is actively harming your business.•Part 2: Important Optimizations: These are high-impact items that directly affect your SEO and lead conversion.•Part 3: Best Practices: These are the next-level optimizations that build authority and future-proof your site.Required Tools (All Free):•Google PageSpeed Insights•Google's Mobile-Friendly Test•Schema Markup Validator
ChatGPT Ads Are About To Change Real Estate. Early Agents Will Take The Listings
In the next 30 days, buyers will start searching for homes inside ChatGPT instead of Google. The agents who launch first will capture the conversations before competitors even know they exist.
We're preparing a limited rollout for select markets. If you get in early, you don't compete — you become the default.
Free early-access briefing + setup priority · No spam. Only launch details and eligibility.
Part 1: The Critical Fixes
1. Mobile-First Performance (The 3-Second Test)
With over 69% of home buyers using a mobile device, your site's mobile experience is more important than its desktop one .•The Check: Go to Google PageSpeed Insights and enter your website URL. Look at the Mobile score.•The Standard: Your site should load in under 3 seconds. The “Time to Interactive” metric should be green. A score below 50 is a major red flag.•Pass/Fail: Does your site load in under 3 seconds on mobile? (Pass/Fail)
2. Secure Browsing (The HTTPS/SSL Check)
This is a fundamental trust signal for both users and Google.•The Check: Look at your website's URL in the browser. Does it start with https:// and have a padlock icon?•The Standard: Every page on your site must be secure. No exceptions.•Pass/Fail: Is your entire website secure? (Pass/Fail )
3. Core Web Vitals (Google's Official Experience Score)
These are the specific metrics Google uses to judge your site's user experience. You can find them in your PageSpeed Insights report.•The Check: In your PageSpeed Insights report, find the Core Web Vitals assessment.•The Standard: You need a “Good” score (green) for all three: LCP (loading), INP (interactivity), and CLS (visual stability).•Pass/Fail: Does your site pass the Core Web Vitals assessment? (Pass/Fail)
4. Functional Lead Capture Forms
A surprising number of websites have broken contact forms.•The Check: Go to every single form on your website (contact page, home valuation, listing alerts) and submit a test entry using your own information.•The Standard: You should receive the email notification, and the lead should appear in your CRM, within 2 minutes.•Pass/Fail: Did all forms work perfectly? (Pass/Fail)
Part 2: The Important Optimizations
5. On-Page SEO Basics (Titles, Meta Descriptions, Headers)
These elements tell Google what your pages are about.•The Check: Google your own name + "realtor". Look at the search result for your homepage. Then, view the source code of your homepage (right-click > View Page Source) and search for <title> and <meta name="description".•The Standard: Your SEO title should be under 60 characters and your meta description under 155 characters. They should be compelling and include your primary keywords (e.g., "Your Name - City Real Estate Agent").•Pass/Fail: Is your homepage title and meta description optimized? (Pass/Fail)
6. IDX & Listing Display Quality
Your listings are the heart of your site. The experience must be flawless.•The Check: Search for a property on your site. Are the photos high-resolution? Does the page load quickly? Is the key information (price, beds, baths, square footage) easy to find? Is there a clear CTA to schedule a showing?•The Standard: The listing experience should be as good as or better than Zillow's. It must be fast, visually appealing, and easy to use.•Pass/Fail: Are your IDX listing pages high-quality and user-friendly? (Pass/Fail)
7. Clear Calls-to-Action (CTAs)
Don't make visitors think. Tell them exactly what to do next.•The Check: Look at your homepage, community pages, and blog posts. Is there a clear, compelling button or link that tells the user what to do? (e.g., "Search Homes for Sale," "Get Your Free Home Valuation," "Contact Us").•The Standard: Every single page on your site should have a primary CTA.•Pass/Fail: Does every page have a clear next step for the user? (Pass/Fail)
8. Google Business Profile Alignment
Your Google Business Profile (GBP) is an extension of your website and a massive source of local leads.•The Check: Google your business name. Look at your GBP panel on the right. Is the name, address, and phone number (NAP) identical to what's on your website? Is the website link correct? Are there recent photos and reviews?•The Standard: Your GBP and website must be perfectly in sync. Your GBP should be fully filled out and actively managed.•Pass/Fail: Is your Google Business Profile complete, accurate, and aligned with your website? (Pass/Fail)
Part 3: The Best Practices
9. Content & Blog Freshness
An active blog signals to Google that your site is a current, relevant resource.•The Check: Look at the date of your most recent blog post.•The Standard: You should be publishing at least one new piece of high-quality, local content per month.•Pass/Fail: Have you published a blog post in the last 30 days? (Pass/Fail)
10. Schema Markup Readiness
Schema is code that helps Google understand your content better, which can lead to rich snippets in search results.•The Check: Go to the Schema Markup Validator, choose "Fetch URL," and enter your homepage URL.•The Standard: You should see valid RealEstateAgent, LocalBusiness, or Organization schema detected. On blog posts, you should see Article schema.•Pass/Fail: Does your site use relevant schema markup? (Pass/Fail)
11. ADA Accessibility Basics
Your website should be usable by everyone, including those with disabilities.
•The Check: Does your site have high-contrast text? Can you navigate using only your keyboard (using the Tab key)? Do all images have descriptive alt text?
•The Standard: While full ADA compliance is complex, your site should follow basic accessibility principles. This is a key part of modern website design best practices for real estate agents.
•Pass/Fail: Does your site meet basic accessibility standards? (Pass/Fail)
12. Answer Engine Optimization (AEO) Readiness
Are you prepared for when users ask AI for a realtor recommendation?•The Check: Does your website have pages with content that directly answers common questions? (e.g., "What is the best neighborhood in [Your City] for families?", "How much is my home worth in [Your City]?").•The Standard: Your content should be structured in a question-and-answer format to be easily understood by AI search engines.•Pass/Fail: Is your content structured to answer specific client questions? (Pass/Fail)
Your Audit is Done. Now What?
If you went through this checklist and answered "Fail" to any of the Critical or Important items, you are leaving money on the table. These are not just minor tweaks; they are fundamental website issues costing you real estate leads every single day.Fixing these problems requires technical expertise. At DMR Media, we specialize in transforming underperforming agent websites into high-performance lead generation platforms. We don't just build beautiful sites; we build sites that pass every item on this checklist with flying colors.[Get a Free, Professional Website Audit from Our Experts]
Frequently Asked Questions (FAQ)
Q: How often should I perform a website audit?A: A full audit like this should be performed quarterly. Technology, Google's algorithm, and your own business change too quickly to do it any less frequently. A quick 5-minute check of your forms and site speed should be done weekly.
Q: What is the most common issue found during a real estate website audit?A: Poor mobile performance and slow page speed are by far the most common and most damaging issues. Many agents approve their website design on a large desktop monitor, not realizing that the majority of their clients will experience it on a small smartphone screen.
Q: Can I fix these issues myself?A: Some issues, like updating content or basic on-page SEO, can often be handled by a savvy agent. However, technical issues related to Core Web Vitals, schema markup, and site speed almost always require a professional developer or a specialized agency like DMR Media.
About Andrew J Rohm
Marketing experts specializing in luxury real estate SEO, Google Ads, and digital strategy. Helping premium agents dominate their markets with data-driven campaigns and proven results.
Work With Us