Website audit checklist for money transfer companies

The site looks fine. Traffic holds. The brand team likes the new homepage. First transfers from web have not moved in two quarters, and every team has a theory.

This is the moment most operators reach for a website audit checklist, and most checklists fail them. They come from generic SEO tools, flag 200 issues of equal weight, and say nothing about the rate calculator, the KYC screen or the corridor page a sender lands on from a search for "send money to Ghana".

What follows is the checklist we use for a money transfer website audit, with a scoring table and 5 priority bands. Use it yourself, or use it to judge whoever you hire.

The website audit checklist: five areas in order

Every check below belongs to one of 5 areas. The order matters. You cannot size a conversion problem if tracking is broken, and you cannot fix search if the pages cannot be crawled.

Area 1: Technical health

This is the technical SEO audit fintech teams tend to hand to an agency and never read. Keep it short and specific.

• Every corridor, branch and landing page returns a 200 status and is in the XML sitemap.
• No important page is blocked by robots rules or a noindex tag left from staging.
• Core Web Vitals pass on mobile: Largest Contentful Paint within 2.5 seconds, Interaction to Next Paint of 200 milliseconds or less, Cumulative Layout Shift of 0.1 or less, measured at the 75th percentile of page loads.
• The rate calculator loads and returns a quote on a mid-range Android phone on a slow connection.
• Redirect chains from past redesigns are one hop, not four.
• Canonical tags point to the page you want to rank, not the campaign duplicate.

Area 2: Search visibility

• Each corridor has one page that owns its search, with no second page competing.
• Corridor pages state fee, rate source, speed and payout methods for that corridor.
• Title tags carry the corridor and the action ("send money from the UK to Nigeria"), not the brand alone.
• Location pages and the locator are crawlable, for operators with branches or agents.
• Help and FAQ content answers the questions senders ask before registering.

Corridor pages carry most of the organic weight in this category. The reasoning is in Corridor pages are the organic engine. If you run branches or agent counters, add the location checks from our guide to local SEO for exchange houses.

Area 3: Conversion

A website conversion audit follows the sender, not the sitemap: landing, understanding, trust, registration, verification, transfer.

• The rate, fee and delivery time are visible on the first mobile screen of every corridor page.
• The quote on the calculator matches the quote at checkout, including fees.
• Registration asks only for what the first step needs.
• The path from web to app, where there is one, keeps the corridor and amount the sender chose.
• Error messages on the registration and document capture steps say what to fix.
• The whole path has been walked on a real phone, with a real document, by someone outside the team.

Area 4: Trust

A sender deciding whether to send £500 to a family member reads the page differently from your brand team.

• The legal entity name and registered address are easy to find.
• The regulatory status wording is the version your compliance team approved, on every page that needs it.
• A complaints route is published and reachable in two clicks.
• Fee and rate wording avoids claims you cannot substantiate, such as "no fees" when a margin applies to the rate.
• Support hours and channels are stated, including languages.

Licensing and AML questions go to a qualified adviser. We handle advertising and marketing compliance.

Area 5: Tracking

• One event name per step: registration started, registration completed, KYC submitted, KYC passed, first transfer.
• Post-KYC events and first transfers reach the ad platforms, so paid media optimises on senders, not signups.
• Analytics numbers reconcile, within a stated gap, to your own transfer records.
• Consent is collected before tags fire where the law requires it.

Scoring: how to rank what you find

A finding without a score is an opinion. Score each one on 3 factors, then multiply.

A score of 18 or above goes to the top of the list. A score of 4 or below goes into a backlog nobody should feel guilty about.

The five priority bands

Scores tell you the order. Bands tell you who does the work and how long it takes.

Then write the finding the board will actually read: the 3 pages responsible for most of the loss, what each one costs in first transfers a month, and who fixes it by when. Naming the three pages responsible beats a list of 200 fixes, because a list of 200 gets split across teams and finished by none.

Most operators need bands 1 to 3 and never reach band 5. When a full rebuild is right, the audit becomes its brief: what ranks, what redirects and what fires must be mapped before anyone draws a screen. That is how our website redesign and rebuild work starts. When the problem is the decision path rather than the platform, it belongs in a website conversion redesign instead.

DIY, tool report or specialist audit: an honest comparison

You can run this checklist yourself. Whether you should depends on time and who will believe the result.

Our website audit covers 17 areas, benchmarks 3 competitors and ends in a 30/60/90-day plan with an owner and cost on each line. It runs for 3 weeks at a fixed fee. If your team has the time and the analyst, this checklist gets you most of the way, and that is a fine outcome.

On agency pricing more broadly, see fixed fee or percentage of ad spend. We do not price on a percentage of spend, so we earn less as budgets grow.

Where to start

Start with tracking, because every other finding depends on it. Then walk the path from corridor page to first transfer on a real phone. Score what you find, band it, and name the 3 pages responsible for most of the loss.

If you would rather have it done and ranked for you, Book a Growth Audit. Two weeks and a fixed fee, covering paid media, tracking, site conversion and corridor economics. You keep the roadmap whether or not the work continues.