Audit your website

A website audit is only as good as the evidence behind each grade, so Kite looks at your site directly before it grades anything. It reads your homepage and your most important pages, such as pricing, signup, and your top landing pages. It renders pages that depend on JavaScript and takes a screenshot of your homepage's first screen, because that screen carries most of your message.

Then Kite clicks your main call to action in a real browser session to see what actually happens. A button's link can point to a form that works, a popup that never opens, or a checkout page that errors, and only clicking it tells you which. Kite reports a broken step only when it has seen it break. If it can't verify something, it says so instead of guessing.

Kite also reads your robots.txt file and your sitemap to see whether search engines and AI crawlers can reach your pages. It pulls your current search rankings from its built-in search data, including which keywords you rank for and where competitors outrank you. It measures your site's speed and technical quality with PageSpeed data, too.

Your own analytics make the audit sharper. On a site Kite hosts, it already has your traffic and conversion numbers. If your site runs elsewhere, you can connect Google Analytics, Google Search Console, or Microsoft Clarity, and Kite will add where visitors drop out, which searches bring them in, and where they get stuck.

The same problem can be urgent for one company and minor for another, so Kite decides what stage your business is at before it grades anything. It sorts the business into one of three stages. A new business has little traffic or content yet. A growing business already ranks and converts some visitors and is trying to scale. An established business has mature traffic and is defending its position.

That decision changes what Kite pays the most attention to. For a new business, the message and the path to signing up matter most, because there's no point bringing in more visitors who can't tell what you sell. For an established business, search visibility, AI visibility, and the technical foundation carry more weight, because a small slip in rankings or crawler access costs real traffic. A growing business sits between the two, with pricing mattering more than it does at either end.

Kite uses what it knows about your business to make this call. That includes your positioning, your customers, and your competitors, which Kite researches when you sign up. The same knowledge lets it tell a real problem apart from a reasonable choice. A missing price is a real problem for a self-serve product, but it's often the right call for a company that sells through sales conversations.

Three of the six areas decide whether a visitor who lands on your site understands it and takes the next step. Kite grades each one as Excellent, Strong, Developing, or Needs attention, and it ties every grade to something it observed.

• Message and positioning. Kite checks whether the first screen makes clear what you sell and who it's for without scrolling. It flags headlines built on unproven words like "best", "fast", "simple", or "seamless", and copy that could describe any company in your category.
• Conversion readiness. Kite checks that each page has one clear primary button, that the button names a specific action such as "Book a demo" instead of "Submit", and that proof like customer logos, reviews, or results sits near the button rather than on a separate page.
• Pricing and packaging. Kite checks whether a visitor can find your pricing, whether each plan maps to a recognizable kind of buyer, and whether the next step from the pricing page is obvious.

For example, Kite might find that your homepage headline says "The modern platform for growing teams" while your actual buyers are dental practices. It would mark the message as Needs attention, quote the headline, and point to the screenshot where it saw it.

The other three areas decide whether people can find your site in the first place, both in Google and in answers from ChatGPT, Gemini, Perplexity, and Claude. Kite grades them the same way, with the evidence beside each grade.

• Search visibility. Kite checks whether you rank in the top three for the searches that matter to your business and whether each winnable keyword has its own page. It calls out pages ranking between fifth and twentieth place with fixable on-page problems, because those are usually the cheapest search wins on the whole site.
• AI visibility. Kite checks whether your site answers the real questions your buyers ask, in a form an answer engine can understand and quote. The goal isn't more pages. It's clearer pages that answer engines can cite.
• Technical foundation. Kite checks that AI crawlers such as GPTBot, PerplexityBot, ClaudeBot, and Google-Extended are allowed to read your site, that your main content loads without JavaScript, and that your canonical tags, crawler rules, and sitemap agree with each other.

If you want to see whether AI assistants recommend you right now, Kite's free AI visibility checker asks ChatGPT, Gemini, Perplexity, and Claude the questions your customers ask. In about 45 seconds it shows whether they recommend your business and who they recommend instead. Inside Kite, you can track those questions over time, and Kite can also scan your site against the 24 checks a marketing website controls for AI readiness, with a fix for each one that doesn't pass.

A long list of problems is hard to act on, so Kite picks the three findings that matter most for your site. It draws them from different areas, so you don't get three versions of the same headline note. It also prefers the finding that's specific to your site over one that's true of every site in your category.

Each finding names the page, the exact element or number involved, and how Kite observed it. That could be the screenshot, the click-through, your analytics, or the search data. You can check every finding yourself in a minute.

Kite then picks two quick wins, which are changes you could ship in under a day. Typical quick wins include:

• Rewriting a vague button so it names the action.
• Moving a testimonial next to the signup form.
• Allowing an AI crawler that your robots.txt file blocks by mistake.
• Tightening the title and headline on a page that ranks just below the top results in Google.

The first-week plan puts three steps in order. It usually starts with the smallest confident change, moves to the change likely to matter most, and ends with how you'll measure the result.

An audit pays off only when the fixes ship, and Kite can do the work itself. It rewrites copy, redesigns sections, updates forms and buttons, and fixes metadata, structured data, crawler rules, and llms.txt. It can also write a new page when the audit shows that a buyer question has no answer on your site.

On a website Kite builds and hosts, it makes the changes directly and you preview each one before it goes live. If your site runs on Webflow, Contentful, Sanity, Storyblok, or self-hosted Payload, Kite updates the content through your connected account. If your site lives in a GitHub repository, you can import it so Kite can make the changes there. Kite asks before it publishes anything, and you approve the work with the Publish button in the conversation or with a reply.

When a fix is a real bet, such as a new headline, Kite can test it. On a site it hosts, it runs an experiment that splits traffic between the current version and the new one. For other sites, it compares performance before and after the change through your connected analytics.

After the work ships, Kite audits the site again and compares the new grades with the audit it saved last time. You can see which findings were resolved, which grades moved, and what Kite recommends working on next.