How to Conduct a Website Audit for Better Brand PR
21 Oct 2025, Deya Bhattacharya
21 Oct 2025, Deya Bhattacharya
Whether it’s a journalist researching your company profile or a customer looking to learn more about who they’re buying from, your website is inevitably the first major interaction they have with your brand. And while most brands know by now to keep their content up-to-date and their links functional, all too often they stop there — thereby missing out on critical opportunities to boost their credibility without a PR-focused website audit.
A PR-focused website audit can solve this. Essentially, it involves ensuring that every aspect of your website upholds your credibility and supports the PR objectives that you want the media to know you for. The good news? You probably already have the assets in place to make this work. All you need to do is give them a PR-focused twist — here’s the Star Squared PR approach to doing so.
To see whether your website content is in line with your PR goals, start by reading through each page as a journalist and seeing if you immediately encounter the core information needed to know your brand.
As an exercise, try mapping each of your website pages against your PR pillars. If any page doesn’t actively support at least one pillar, you can consider removing it or redoing it.
You likely already have press content for your media outreach programme — add it to your website so that interested media personnel can access what they need. This can include high-quality headshots of your key executives, informative and quotable bios, catchy quotes about the business, press releases from recent events, fact sheets, slideshows about your products, and so on. Essentially, you want to make sure that journalists working to tight deadlines don’t have to hunt for your details. You want to be searchable and have a media-ready story, which can make all the difference between being featured and being overlooked in the fast-paced journalistic world.
You already know the basics of SEO for driving traffic to your website — now think about how much of that traffic is PR-focused. Start by using Google Search Console to identify which terms bring the most visitors to your website. Are those keywords relevant to your industry and areas of expertise? Are there any keywords that journalists tend to search for in your sector that you can invest in? Then, carefully integrate those keywords into your site content so that you position yourself as a leader to anyone searching.
On that note, don’t forget to run regular checks on site responsiveness, page loading speeds, navigation and so on. If your content is well-written but your site appears broken or clunky, chances are a journalist will pass you over. In addition, think about how you organise content on your headers and main menus. Make sure that key tabs like “About Us” and “Success Stories” are displayed prominently and easily navigable.
You could have excellent website copy and flawless site mapping. But the thing that makes the biggest difference? Third-party credibility markers that show that your expertise is trusted by the right audiences. These could include case studies, client testimonials, media mentions, industry awards, features in reputed publications, partnership logos, accreditations from audit bodies, and so on. Your executive team’s qualifications, accomplishments and awards also count here.
But don’t just dump a list of awards and accolades onto your website. Weave them naturally into your content, focusing on the ones that are most likely to catch the eye of a journalist. An accreditation from five years ago may or may not matter, but a recent award from a prestigious industry body is a great sign of your continuing relevance. In addition, remember to regularly add new testimonials and case studies — the more recent your successes, the more likely you are to be featured in a news story.
In conclusion, your website is a key vehicle driving your PR journey, and with a few strategic tweaks, you can convert it into a lead generation machine for media mentions and journalistic interest. Be sure to conduct these reviews at regular intervals — say, once a quarter — to ensure that you’re always giving journalists the latest information on your journey. With a decade of experience in the digital PR space, the Star Squared PR team specialises in aligning your digital presence with your PR goals for maximum impact. Ready to get started? Reach out to book a consultation today.
