Is Your Website Helping or Hurting Your Business? How to Tell When It’s Time for an Audit

By Josh Gingerich

In our highly tech-centric era, your website is often the first impression people get of your firm — and that impression forms almost instantly upon a first visit. For CPA firms in particular, your site serves a number of very important functions. It’s your first contact and digital handshake; it shows potential clients who you are, what you do, and whether or not they should trust you with their finances.

Unfortunately, a website that’s visually outdated, clunky (functionally or aesthetically), or hard to navigate can quietly undermine all the great work you’re doing behind the scenes. If it’s been a while since you gave your site some love, it might be time for a website audit. We’ll be walking through some indicators that your website might need a refresh — and what to look for if you want it to really work for your business, not against it.

  1. The Design Feels Dated or Off

We’ve all landed on a website that looks like it hasn’t been touched in a decade. Fonts are tiny or too large, colors are harsh, everything feels a little… off. And even if the info is technically correct, we instinctively hesitate. I think, often, continuing with an interface that feels comfortable and familiar is important, but being able to look at your online presence with an unbiased eye and being willing to make the changes needed to propel your firm to the next level is essential, and creates many more opportunities to grow.

Ask yourself:

  • Does your site look polished and professional?
  • Does it feel aligned with your current brand?
  • Are the visuals clean and modern, or does it look like it was built in another era?

First impressions matter — especially online. If your website doesn’t reflect the firm you are today, clients might assume your services are just as outdated.

  1. It’s Not Great on Mobile

More than half of website traffic comes from phones and tablets now. If your site isn’t easy to use on a smaller screen, visitors are going to bounce — fast.

A mobile-friendly site should:

  • Load quickly and display correctly on any device
  • Have clear menus and buttons that are easy to tap
  • Make it simple for users to find what they need without pinching, zooming, or getting frustrated

Google gives priority in search rankings to mobile-optimized sites, so this helps your SEO too.

  1. Pages Are Taking Forever to Load

Slow websites kill momentum. If it takes more than a couple of seconds for your homepage or service pages to appear, people are likely to click away before they even see what you offer.

Common issues that slow things down:

  • Large image files
  • Outdated code or plugins
  • Overloaded hosting servers

Want to check? Tools like Google PageSpeed Insights are free and can give you a quick snapshot of how your site’s performing — and where it needs help.

  1. The Content Feels Outdated (or Too Sparse)

You might be surprised how many firm websites have service descriptions from five years ago, old partner bios, or blog posts that haven’t been updated since before the pandemic. It happens — but it doesn’t inspire trust.

Things to review:

  • Are all your services still accurate and clearly explained?
  • Does the tone of your copy still feel like you?
  • Are you speaking directly to the kinds of clients you want to attract?

In short, fresh content not only builds credibility — it also gives search engines a reason to keep ranking your site.

  1. It’s Not Clear What to Do Next

Once someone lands on your site, do they know what to do? If your contact info is buried, or if there’s no clear next step for them to take, you’re leaving potential leads on the table.

Make sure each page has:

  • A clear call-to-action (CTA), like “Contact Us” or “Book a Consultation”
  • Contact forms that are easy to use
  • Supportive elements like testimonials, FAQs, or case studies that build confidence

If your CTAs feel passive or vague, you’re not guiding visitors — you’re letting them wander.

  1. You’re Not Showing Up in Search Results

Even the most beautiful website can’t help you if nobody sees it. If your firm isn’t appearing in search engine results — especially for services you provide in your area — your SEO probably needs some attention.

Ask yourself:

  • Are your page titles and meta descriptions optimized?
  • Do you have clear headlines, keyword-rich content, and a well-structured site map?
  • Are your services and location clearly stated?

SEO can feel like a moving target, but a well-built website lays the foundation for long-term visibility.

When’s the Right Time for a Website Audit?

If any of this sounds familiar, you’re not alone — and it doesn’t mean you need to start from scratch. Sometimes small changes can make a big difference. But taking the time to step back and assess how your site is performing (visually, technically, and strategically) is the first step to getting more value from it.

At The Growth Partnership, we work with CPA firms across the country to make sure their websites don’t just look good — they work hard. From quick fixes to full redesigns, we help firms build websites that build trust, bring in leads, and reflect the quality of work they’re known for.

Need a second set of eyes on your site? Reach out — we’d be happy to take a look and share a few suggestions.