CID Creative Concept International Design

Insight • Audit

Creative audit checklist

Published: 29 December 2025

Creative audits are most useful when they produce decisions. The point isn’t to create a long document of opinions — it’s to identify what’s blocking clarity, what’s slowing the experience down, and what’s making the brand feel inconsistent.

This checklist is designed for marketing and product teams who want a fast, structured review of a website or brand presence. You can run it in a few hours and turn the output into a prioritised plan.

1) Clarity

Value proposition

  • Is the primary offer understandable in one screen on mobile?
  • Do headings describe outcomes instead of internal features?
  • Is the CTA obvious and consistent across key pages?

Information architecture

  • Can a visitor find Services, Work and Contact within one tap?
  • Do pages have a clear purpose (not a mix of everything)?
  • Are there duplicated pages that should be consolidated?

2) Credibility

  • Is there a clear “About” story that explains how you work?
  • Do case studies focus on goals, process and outcomes (not fluff)?
  • Is contact information clear and easy to trust?

3) Consistency

Visual system

  • Are typography sizes consistent between pages?
  • Do buttons and links look and behave consistently?
  • Is spacing predictable, or does every section feel different?

Voice and content style

  • Does the tone stay consistent (not formal on one page, casual on another)?
  • Are paragraphs short enough for mobile reading?
  • Are you repeating the same statements without adding proof?

4) Accessibility

Accessibility is not a “nice to have”. It improves usability for everyone. Even small changes can make a big difference.

  • Can you navigate with a keyboard (Tab/Shift+Tab) and see focus?
  • Are tap targets large enough on mobile?
  • Do images have meaningful alt text when they communicate information?
  • Are headings structured logically (H1 then H2/H3, not random jumps)?

5) Performance

  • Do pages load quickly on a typical mobile connection?
  • Are images appropriately sized and compressed?
  • Is the site relying on heavy third-party scripts?
  • Is CSS and JS kept minimal and consolidated?

5a) Mobile-first usability checks

Many sites look fine on a desktop screenshot and fall apart on a real phone. Audit on a phone (or a narrow viewport) and look for these issues:

  • Horizontal scrolling (usually caused by wide images, long URLs, or fixed-width containers)
  • Text that’s too small or too dense to read comfortably
  • Buttons and links that are too close together to tap reliably
  • Menus that hide key pages or require too many taps

6) Conversion path

  • Is there a clear “next step” on every key page?
  • Does the Contact page explain what to include?
  • Do Services pages connect to proof (Work) and action (Contact)?

6a) Forms and friction

If your site’s success depends on enquiries, forms deserve attention. People abandon forms when they feel unclear, lengthy, or unreliable.

  • Are labels visible (not placeholder-only)?
  • Is there helper text that sets expectations?
  • Are errors explained clearly (what happened and how to fix it)?
  • Is the primary CTA consistent with the page intent?

6b) Proof and reassurance

Visitors often need reassurance before they contact you. That reassurance usually comes from proof: work examples, process clarity, and credible expectations.

  • Is there a simple, believable process description?
  • Are testimonials specific enough to feel real (without oversharing)?
  • Do case studies explain goals and deliverables clearly?

7) Content quality (the quiet multiplier)

Many design issues are content issues. If the copy is vague, the layout will feel vague. If the claims are inflated, trust drops. A quick content pass often improves outcomes more than a visual overhaul.

Content checks

  • Does every page have one clear purpose?
  • Do headings say what the section is about (not generic labels)?
  • Is there proof where you make promises (process, examples, testimonials)?
  • Are paragraphs short and written for scanning?

8) Technical hygiene (simple wins)

You don’t need a complex stack for good hygiene. A few basics prevent indexing and sharing issues and keep the site maintainable.

  • Unique page titles and meta descriptions
  • Canonical URLs set correctly
  • Consistent navigation across pages
  • Stable URLs (avoid unnecessary changes)

9) A simple scoring approach

If you want a quick way to prioritise, score each category from 1 to 5 and write one sentence explaining why. The value is not the number — it’s the clarity of the explanation.

  • Clarity: can people understand the offer quickly?
  • Credibility: is there enough proof to trust the claims?
  • Consistency: does the brand feel intentional across pages?
  • Accessibility: can people use the site without friction?
  • Performance: does it load quickly and behave predictably?

Turning findings into a plan

After the audit, label each finding as one of three types: must fix (blocks understanding), should fix (reduces friction), or could improve (nice-to-have). Then choose the smallest set of changes that unlock the biggest clarity improvement.

Suggested output format

Keep the output short so it gets acted on. A useful format is a table with: Issue, Where, Why it matters, Fix, Owner. If you can’t assign an owner, it won’t happen.

Finally, decide what you will not change in this round. A tight scope protects momentum and keeps the audit from turning into an endless redesign.

One more tip: capture a “before” snapshot (screens, key metrics you already trust, and a short note on what success would look like). Then schedule a lightweight follow-up in 30–45 days. Audits become valuable when they turn into a repeatable habit: review, prioritise, ship fixes, and re-check. That cadence is how small improvements compound.

If you’d like support running an audit and turning it into a delivery plan, see our services or contact us.