Leadpin's free website audit is a 10-second diagnostic that tells you how a small business's online front door holds up in 2026. You paste a URL, we crawl the homepage, we run a battery of technical and UX checks, and you get a single score between 0 and 100 plus a per-check breakdown explaining exactly why each criterion passed or failed. It's the same scoring engine Leadpin uses to highlight prospects inside the map search, just packaged as a standalone tool you can run on any domain — yours, a competitor's, a client's, or the next local business you're thinking of pitching.
The reason we opened the audit up for free is simple: an enormous number of small businesses in France, Spain, Germany and beyond are running on websites that were built five, eight, sometimes twelve years ago and never revisited. They still work — a customer lands, finds the phone number, calls. But they fail on mobile, they are invisible to modern search engines, they don't have HTTPS, they don't render quickly, and they slowly bleed customers to competitors who have invested a few hundred euros in a refresh. If you're a web agency, a freelance designer, a local SEO consultant, or a B2B commercial, those sites are your bread and butter — you just need a reliable, repeatable way to find and qualify them. That's what the audit was built for.
What the Leadpin audit actually measures
Our audit is deliberately opinionated. We do not try to replicate a 200-criteria SEO tool — those exist, they cost hundreds of euros a month, and their output is too noisy for quick triage. Instead, we run a focused set of checks that correlate strongly with the real question you care about: is this website modern and well-maintained, or is it a rebuild candidate? The checks fall into four families.
First, delivery and security. We verify that the site serves over HTTPS with a valid certificate, that it responds within a reasonable time budget, that it does not redirect through a chain of intermediate hosts, and that the returned status is actually 200. A surprising number of local business sites still serve plain HTTP, or their HTTPS redirects are broken, or their homepage returns a soft 404 behind a 200 status. Each of those is an instant signal that the site is unmaintained.
Second, modern markup. We look at the raw HTML and check whether it uses semantic tags introduced a decade ago (header, main, footer, nav), whether it declares a viewport meta tag so mobile browsers render it correctly, whether it sets a language attribute on the html element, whether it has a descriptive title tag and a meta description of sensible length, and whether the character encoding is declared. None of these are exotic — they've been standard since 2014 — but their absence tells you the site was generated by a CMS template that hasn't been updated since before responsive design was mainstream.
Third, SEO and discoverability essentials. We check for the presence of a robots directive that allows indexing, an Open Graph image so shares on Facebook and LinkedIn don't look broken, a Twitter card, structured data (JSON-LD), and a canonical URL. For local businesses the LocalBusiness schema in particular is the difference between showing up cleanly in Google's knowledge panel and being a question mark. We do not grade content quality — that's subjective — but we do surface whether the owner has given search engines the minimum metadata they need to do their job.
Fourth, performance signals we can infer from the markup and headers. We don't run a full Lighthouse pass (that would require a headless browser and 20 seconds per URL), but we check for common red flags: uncompressed responses, missing cache headers, render-blocking scripts in the head, absence of lazy-loaded images, and page weight over a reasonable threshold. These are strong proxies for a site that will feel slow on a 4G connection, which is still how most local customers arrive.
How the score is calculated
The audit returns a single integer between 0 and 100. It's tempting to treat that number as a truth, but it's really a weighted rollup of the underlying checks, and the weights are tuned for the business question you care about: should I reach out to this owner with a rebuild proposal? Security and delivery failures drag the score down hardest because a broken HTTPS or a 5xx response means the site is actively losing customers today. Modern markup and mobile readiness come next, because those determine whether the site is usable on the device most local customers hold. SEO metadata and performance nudge the score around the edges.
We bucket the final number into three levels — low (rebuild candidate, typically 0–45), medium (improvable, 46–75), and high (modern, 76–100). The boundaries are intentionally generous on the low end because our experience running audits across tens of thousands of local business sites is that anything under 50 almost always benefits from a clean rebuild, while anything over 75 is usually fine and would only need a content refresh. The middle band is where you use judgement.
The per-check breakdown shown in the results is the part you should actually read. A score of 62 can mean two very different things: a site that is modern and secure but missing one structured-data tag, or a site that scrapes by on delivery but fails every SEO check. The first doesn't need your services. The second is a perfect prospect. Look at the failing rows, not the headline number.
Reading a real audit result
When the audit comes back, you see three blocks: the URL and domain header, the score card with a color-coded level, and the checks breakdown. The checks are grouped but rendered as a flat list so you can scan them quickly. Each row has a green tick for pass or a red marker for fail, and failed rows include a short hint explaining what's wrong in plain language. 'No HTTPS redirect' means the owner's site is still serving plaintext. 'Missing viewport meta' means phones are zooming awkwardly. 'Title too long' means Google is truncating their search result listing. You can skim the list in ten seconds and form an opinion.
The cached flag tells you whether the result is fresh or pulled from our 7-day cache. We cache audits for seven days for two reasons: it respects the owner's bandwidth (we're polite crawlers), and it dramatically speeds up repeat lookups during a prospecting session. If a site was audited recently by anyone using Leadpin, you get their result instantly. The score won't change much in a week, so this is the right trade-off.
One last note on interpretation: the audit is a starting point, not a verdict. A low score tells you the site has fixable problems. Whether the owner is open to fixing them is a separate question that you answer with a phone call or an email, not with a crawler.
How the audit plugs into the rest of Leadpin
The public audit page is the entry point. Most people discover Leadpin by running one URL through it, seeing the result, and realizing there's a structured way to do this at scale. That's exactly the intent: we give you the tool for free, you see how it works, and if you like the shape of the output you sign up for the paid product and use it inside the map search.
Inside Leadpin, the audit engine runs automatically on every business we return from Google Maps. When you draw a circle on the map and pick a category — say, moving box shops in Toulouse, or dentists in Lyon, or locksmiths in Marseille — Leadpin returns the list of matching businesses with their name, phone, address, opening hours, website URL, and our Web Quality Score. The score is exactly what the free audit page returns, just pre-computed and attached to every row. You can sort by it, filter on it, and export the list as CSV or Excel.
That's the workflow: pick a zone, pick a category, get a list of 50 to 500 local businesses, sort by score ascending, and you have an instant pipeline of candidates whose websites measurably need work. You can push the list into HubSpot with one click, assign rows to a Kanban pipeline, and track which ones you've contacted. Every export is deduplicated against your history so you never pay twice for the same lead.
From a single audit to a structured pipeline
The move from 'I audited one site' to 'I have a prospect list' is the moment Leadpin pays for itself. Consider the math: auditing one site by hand takes about 30 seconds if you know what you're looking for, plus the time to find the site in the first place. If you want 50 prospects, that's maybe an hour of Google searches and spreadsheet wrangling. Run the same search inside Leadpin and you have the same 50 prospects, sorted by Web Quality Score, exported to Excel, in under a minute.
More importantly, every prospect is enriched with the data you need to have a conversation. Phone and email where public. Opening hours so you can call at the right time. Google rating and number of reviews so you can lead with a compliment or a legitimate observation. Domain age and registrar so you know whether you're talking to someone who is technical or not. All of that metadata is already in the row — you don't need to open ten tabs to prep a single call.
The Kanban pipeline inside the dashboard is where this turns into an actual sales process. Drag rows between columns (New, Contacted, Interested, Won, Lost), log notes, and let the history view show you what you did last month. If you push to HubSpot, the sync is bidirectional for the essential fields, so status updates in HubSpot reflect back in Leadpin and vice versa. Nothing fancy, just the minimum CRM surface you need to stop losing leads in a spreadsheet.
Why we built the audit for free (and where the limits are)
We make money when people use Leadpin the product, not when they run one-off audits on the landing page. So the audit is genuinely free — no credit card, no sign-up, no time limit. There's a rate limit (two audits per day per IP address, to keep abuse in check) and the detailed per-check breakdown is unlocked after you log in with a free account, but every single check is the same as the paid product. We don't hold back features.
The free-account unlock exists for one reason: it turns an anonymous audit into a conversation. Once you have an account, you have 20 free credits, each credit unlocks one map-search result, and you can actually try the real workflow on a city you care about. If it works for you, you upgrade. If not, you leave and the free audit you ran is still cached for anyone else who looks at that domain. Everyone wins — including the owner of the audited site, who eventually hears from a professional who knows exactly what's wrong.
We also offer the audit as a proper HTTP endpoint (/api/audit-public) so you can integrate it into your own tools. If you're building a dashboard for your clients, or an internal triage tool for an agency, you can POST a URL and get back the same JSON the web page shows. The endpoint is rate-limited the same way as the web form. Email us if you need higher limits for a legitimate use case.
Common mistakes people make with audit data
Mistake one: assuming a high score means a site is profitable. It doesn't. A beautifully built site with perfect SEO can still belong to a business that's failing for reasons that have nothing to do with the web. Treat the score as a technical signal, not a business signal. The phone number and Google rating tell you more about commercial health than the markup does.
Mistake two: ignoring the per-check detail and reading only the headline score. As we said earlier, a 62 can be a good site with one flaw or a bad site with one strength. Always look at what failed.
Mistake three: pitching the audit result as-is to the owner. Don't. Nobody wants to be told their site is 43 out of 100. Instead, translate the failing checks into business outcomes — 'your site isn't showing up in mobile search because there's no viewport tag', 'customers calling from Google Maps are landing on a soft 404' — and lead with the fix, not the diagnosis.
Mistake four: running the audit once and forgetting it. Scores change: sites get rebuilt, SSL certificates expire, CDNs get added, CMSes get upgraded. If a prospect didn't convert three months ago, their score today may tell a different story. The public audit is free to re-run, and inside Leadpin every search refreshes the score automatically.
Who the audit is actually for
Web agencies use the audit as a prospecting tool: draw a circle around a city, find every business whose score is below 50, and you have an afternoon's worth of outbound calls with a built-in conversation starter. Freelance SEO consultants use it to qualify inbound leads — if a site scores 85 already, politely redirect the lead to a content specialist instead of wasting a technical audit call. B2B commercial teams use it as a filter on top of Google Maps so they stop knocking on doors of businesses that are already perfectly set up.
Franchise operators and local chains use the audit for internal benchmarking: run it on every location's landing page and surface the ones that fall out of line. Local growth marketers use it to build targeted ad campaigns — if a category scores badly on mobile across a whole city, there's a content angle there. And yes, individual owners occasionally use it on their own site as a sanity check, which is fine; we hope they fix the flaws and the local economy gets a little better for it.
Whoever you are, the rule is the same: the audit is a fast, honest diagnostic, not a marketing gimmick. Use it to make decisions, not to inflate proposals.
Ready to go beyond one site?
If the free audit told you something useful, the real value is in running it against a whole map at once. Sign up for a free Leadpin account, draw your first circle, and see your first 50 scored prospects in under a minute. The first 20 credits are on us — no card, no commitment. You'll know within five minutes whether this is the tool you've been missing.
And if you're just here to audit your own site, welcome: no sign-up needed. Run it, read the failing checks, fix what you can, and come back in a week to see your score climb. That's the whole point.