Checklist "UX Audit" by yourself (with Template for B2B website)

Marketing, Sales, or all B2B business owners ... Have you ever felt this way? You dub their marketing with Google Ads, make content on linkedin well. Traffic runs into our elegant website every day, but ... why inbox the sales department "is quiet" like a cemetery? When opening the Google Analytics, they only find high bounce rate numbers, low on pages, low, low, soil. And the most painful is the "Request A Demo" or "Contact US", hardly moving at all.

If you are nodding ... you are not alone. This is the "nightmare" of a large number of B2B business that has a "website" like a water tank that leaks. Today we will come to fill the leak with "UX Audit". The secret weapon that will change your website from just "Online brochure" to become a "Lead production machine" that works for you for 24 hours!

The real problem in life: a lot of traffic, but Lead disappeared!

Imagine: You just closed the hundred thousand advertising deals to promote the latest software solutions for corporate customers. The marketing team intends to do a good campaign. People click to enter the website enormous. But then ... the silence dominated No telephone from the sales department No email requesting a quotation The thing that has returned is the Report, which points out that most visitors spend less than 15 seconds on the LANDING PAGE page and then pressed to close.

These symptoms are dangerous signs that sue your B2B website. "User experience" or UX (UX) that is poor. It's not just "not beautiful" but it is a business problem that makes you:

• Lost business opportunities: PROSPECT customers who have potential and then go to find competitors with websites that are easier to use.
• Wasting marketing budget: Like pounding the river, the river throws money to buy a traffic that will never change to Lead.
• Reduce reliability: complex and difficult web. Make your brand look uninterrupted in the eyes of corporate customers that need clarity and reliable.

These problems are often overlooked. Because we are only focusing on the "beauty" of the design, but forget that in the world B2B, "clarity" and "simplicity" are always more important. Learning the UX/UI design principles for the B2B business is the first step that will help you liberate from this circuit.

[Prompt for illustrations] Compare graphics, 2 sides of the left side of the water tank. There is a sign written "Marketing Budget". Water (Traffic) flows in and leaks out. The face is confused and frustrated. The right side is a water tank that does not leak. There is a beautiful faucet that says "Qualified Leads" and has a satisfactory smile.

Why is that problem: "Curse of Knowledge" and the wrong side communication

Why is the B2B website that looks superficially "Pro" is difficult to use in the eyes of customers? The source of the problem is often from "The Curse of Knowledge" is what is "clear" for us (because we are with our products/services every day), it is a "complicated" and "confused" for outsiders who just met our website for the first time.

The main reason why the UX of the B2B website is often circling with these things:

• Technical vocabulary that customers do not understand: We use jargon vocabulary (JARGON) or a complex feature name. By forgetting that customers do not know it as good as us
• The web structure is too complicated: a lot of menus. Customers just want to find a "price" (PRICING) or "case studies", but must click into 5 floors to meet.
• The content that focuses on "us" is not "customer": the first page is full of "Company history" or "Executive Vision" instead of answering the first question in the customer's mind that "What kind of problem will it be here to solve me?"
• Lack of clear navigation: Customers have finished reading the information. But do not know where to go. There is no clear Call-to -ction (CTA) button to guide

All of this causes "Friction" in the user Journey Map or the customer's journey They come in with expectations. But found a complicated Until having to give up and finally

[Prompt for illustrations] The cartoon showing the owner of the company is proudly speaking about the XYZ 3.0 feature with complex equations on the board. But the customers who stand listening are confused and have a question mark (?) Flowing his head.

If left, how will it affect?: More than just losing the Lead is the loss of "future".

Having a bad UX on the B2B website is not just a small matter that loses Lead for two people a day, but it is a "bad disease" that gradually eats your business in the long run. The consequences are more intense than expected:

• The cost of finding new customers (CAC) is higher: when the website can't change the traffic to Lead, you have to keep more and more marketing. In order to get the same number of Lead, causing the cost per customer to rise in a surprisingly
• Permanently disadvantaged: while you are in a difficult web. Your competitors may be sweeping all the customers in the market with a website that is easy to use and answers. Returning to the market share that night is more difficult and more expensive.
• Break the brand image: B2B customers decided for reason and confidence. A website that looks confusing and non -professional Will make your brand look "Unreliable" immediately. The recovery of confidence is almost impossible.
• The sales team and the marketing team are discouraged: the Marketing team is tired to find a traffic, but the sales cannot be closed, and the Sales team does not have a quality Lead to follow. Causing internal conflicts and undermine the encouragement of the team

Imagine how much you are losing business opportunities to let your website be like this? Slow and bad UX problems But still biting your company's profits and future slowly

[Prompt for illustration] Shocking infographic images Show money (Bank Dollar) is being torn into the trash with a sign that "Wasteted Adpend" and the CAC (Customer Acquitition Cost) rising and the Sales Growth goes down.

Is there any way to fix: start at "UX Audit", check the health website B2B

The best and most direct solution is to do "UX Audit" or systematic examination of user experiences on the website. It is not a "guess", but the use of checklist that has the principle of chasing the "blind spot" and "opportunities" on your website. So you know what to fix And where will it start?

This is the checklist. The B2B UX Audit that you can use immediately. By referring to the principles of experts like Nielsen Norman Group :

✅ 1. Class & Trust

• Value Proposition is clear in the first 5 seconds ?: The first page immediately answered, "Who are you? help with anything? And for who? "
• Is there a Headline directly communicating benefits?: Not just saying that "We are the leaders ..." but must say, "We help [target group] achieve [results] with [solution]"
• Is there a complete Trust Signals?: Customer logo that used to use the service, Testimonials, Case Studies, Awards, or credible media certifications.
• Contact Info is easy to find ?: Phone number, email, address should be easily visible, especially on Header or Footer.

✅ 2. Navigation and data structure (Navigation & IA)

• Is the main menu (Main Menu)? Easy to understand ?: Use the words that customers understand (such as "solution", "price", "about us") instead of using the name of the product that no one knows.
• Can users find important information in 3 clicks?: For example, a price finding, case study, or contact
• Is there a Search Bar that works well ?: For websites that have a lot of information Search is necessary
• URL structure, friendly to users?: `` YourWebSite.com/Solutions/Inventory-management` is better than 'yourWebsite.com/produ_id = 123`

✅ 3. Content & Persuration

• The content is written in the corner of the customer?: Emphasize "Benefits) rather than" features ".
• Is the Case Studies or use cases to create 共感?: Show customers that there are people who use it successfully.
• Pricing Page is clear and easy to compare?: No Hidden Fees or conditions that are too complex.

✅ 4. Creating Lead and Lead Generation & Forms

• Does the Call-to -ction (CTA) button stand out and clear?: Use contrasting colors, text stimulated (such as "request for free quotation", "Start trying", "Consultant")
• Form, contact for specific information that is really necessary, right ?: The shorter the form The chances that people will fill only the higher
• Is there a CTA in all important duties?: Do not let the customers read it and leave without anything to continue.

✅ 5. Mobile experience and speed (Mobile & Performance)

• Can the website display and use on the mobile phone completely?: Is the keypad easy? Is the letter too small?
• Does the website download enough? (Should be below 3 seconds): B2B customers tend to be busy and don't have time to wait for the web to load slowly.

This checklist will allow you to see the overall problem. Like watching Behind the process of making UX Audit of the professional team .

[Prompt for illustrations] Beautiful infographic images. Summary of 5 main checklist (Clarity, Navigation, Content, Lead Gen, Mobile/Speed) with each topic. And there is a tick on the side Looks orderly and easy to understand

Examples from the real thing that used to be achieved: Change the B2B website that Lo forgot to become a Lead suction magnet.

The only theory would not see the picture. I would like to lift the true case of "Logistech" (fictional name). The warehouse management company for medium -sized businesses.

The original problem: Logistech website has a traffic from SEO and ADS. But Conversion Rate in pressing the "Request A Demo" is only 0.5%. The sales team complains that but the Lead is not of quality.

Audit process: The team uses checklist to inspect and encounter 3 big problems:

1. Headline does not communicate: The first page says "The Future of Logistics is here", which is cool but new customers don't understand what it is.
2. No page. Price: Forcing customers to "Contact sales" only, causing customers who just want to explore the basic data immediately to escape.
3. Demo request form is too long: asking 12 channels from the company name to annual income. Causing people to be discouraged and stop filling in the middle

Results after editing:

• Change Headline to: "Stock Management Software for SME business can reduce costs 15% in 90 days" (clear, tell the target group, the result of the results)
• Create Pricing Page: Show 3 levels of packages and tell the main features. Of each package clearly
• Cut the form to 4 channels: Only the name, email, phone number, and company name

Just 1 month after adjusting the "Conversion Rate" of pressing demo from 0.5% to 2.5% (an increase of 400%!) And most importantly, Lead has a higher quality. Because they have studied the price information This is the power of stop "guess" and turn to use data from UX Audit.

[Prompt for illustrations] The Before & After page of the website "Logistech" on the side shows a vague Headline and does not have a new clear headline side price and has a distinctive "price" button with a higher conversion rate graph.

If wanting to follow, what to do: free! Template UX Audit for the B2B website (can be used immediately)

Now you want to check your website, right? To make your work easier, systematic and real results. We created "Template UX Audit for B2B" on Google Sheets that you can copy for free!

How to use a simple template in 4 steps:

1. Click here to create a copy. Template : The system will allow you to create a copy of the Google Sheets file to keep on your Google Drive.
2. Read the checklist one by one: In Template, there will be more than 50+ detailed inspection programs (Clarity, Navigation, ETC.)
3. Assess and note: Open your website, compare one by one and give scores (Good, Fair, POOR), ready to enter the "URL" of the inspection page and "recommendation" (Notes/Action) what should be improved.
4. Summary and prioritize: After all the checks, look at the "Summary" page to find out which part has the most problems. Then prioritize the things that must be done by "Easy Wins" (something that is simple but high impact) first

The use of this template will change your audit from a headache into a fun and challenging game. It is a tool that changes the floating opinion (such as "Our website is confused") to become a tangible action plan like using Heatmap to analyze customer behavior. But in the version that can be done by yourself and does not require complex technical tools

[Prompt for illustrations] Mockup images of Template on Google Sheets that look beautiful and easy to use. See columns such as Checklist Item, Rating, URL, Notes and a small summary graph with a large CTA button written as "Click to get a free template!"

Questions that people tend to wonder And the answers that are cleared

I gathered a popular question about making UX Audit for the B2B website with clear and straightforward answers.

Q1: There is no basic tech or design, can you really do the UX Audit by yourself?

A: Certainly 100%! Checklist and Template are designed for "business people" and "marketers" are not UX Audit's heart programmers. Looking at the website through the eyes of "customers", you don't need to know how the code works. Please just answer that "This menu makes me confused" or "I can't find the quotation button." That's enough.

Q2: How long does it take to do it for the first time?

A: For basic inspections, according to Template, we advise you to divide the time that no one has to disturb about 2-4 hours. Do it comfortably. Don't hurry. The goal is to find a defect. Not to finish as soon as possible The more time you give it to it The more you discover more opportunities

Q3: After completing the Audit, I found what I had to fix. But can't fix it yourself? What to do next?

A: This is good news! You have a list that must be resolved with clear reasons and positions (from our template), giving you the best "brief" to talk to Designer or Agency, and you will not just say that "Please help the website a little better." But you can say that "Helps to change the color of the CTA button on the pricing page to stand out and cure Headline on the first page." It makes employment easier, saving time and directly. Or if you want The UX/UI expert team came to help. It will make the conversation very smooth.

Q4: How often should make UX Audit?

A: At least once a year, but it is best if done every 6 months or every time there is a major change on the website, such as launching new products, a large web structure adjustment. Or when you notice that the amount of conversion begins to agree without knowing the reason for doing Audit regularly is to take care of your business in the long run.

[Prompt for illustration] Image images of people are talking. With the question mark (Q) and a lamp (A) in the middle of the question-answering questions that clear the questions and the exit

Summary to be easy to understand + want to try to do

The B2B website is not just "home" online, but it is your best "first -hand salesman". It works 24/7, accessing customers around the world. And is the first checkpoint that impresses your target customers Allowing this employee to not work at full efficiency because "difficult to use" is the most disappointing.

The "UX Audit" is one of the most worthwhile investments that you can do today. It is a change from "losing money" with a worthless traffic to "make money" from the traffic that you already have by filling the leak and improving the experience of the customer to the best.

Don't wait for the competitors to overtake you again. Do not let your marketing budget leak in vain. It's time to change your B2B website into a powerful Lead production machine.

Start doing immediately! Download our Template UX Audit and start checking your website health today!

And if you find a problem but not sure how to fix Or need an expert to help upgrade your website to the next level Our team is ready to provide the CONVERSION Rate Optimization and the UX/UI design that truly creates business results . Consult us always!

[Prompt for illustration] Powerful last image Is a picture of a person's hand pressing a large CTA button on the tablet screen The button wrote "Start My UX Audit" on the background is a sales graph and a beautiful GAD growing. Conveys the action and the result will follow.

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