Last week, I hosted a workshop called How to Use AI to Audit Your Homepage and Finally Know What to Fix, and honestly? It was so much fun!
Not just because I love talking all things websites.
But because so many small business owners are sitting with the same frustrating question:
“I know something is off with my website… but I have no idea what to fix.”
And that is exactly where AI can be really helpful.
After the workshop, people started using the AI prompts on their own websites and getting super useful feedback. They were seeing things they had missed before. Confusing homepage sections. Calls to action that were not as clear as they thought. Navigation menus that were accidentally making visitors work too hard.
And the best part?
They finally had a starting point.
Not a vague “make your website better” starting point.
A real, practical, “Ohhh, this is what I need to fix first” starting point.
So today, I want to walk you through how to use an AI website audit to review your homepage, understand what your visitors might be experiencing, and finally get some clarity around what needs your attention.
I am not sharing my exact prompts in this post because I created a free resource with those for you.
You can download my free AI homepage audit prompts here and use them to walk through your own homepage step by step.
But first, let’s talk about how to think about AI website audits so you get actually helpful feedback — not a giant pile of random suggestions that sends you into a spiral.
What Is an AI Website Audit?
An AI website audit is when you use a tool like ChatGPT, Claude, Perplexity or another AI assistant to review your website and give you feedback on what is clear, what is confusing, and what could be improved.
But here is the important part:
AI is not a magic website strategist.
It is a thought partner.
That is how I like to use it.
You can ask AI to look at your homepage from the perspective of a first-time visitor. You can ask it to review your calls to action. You can ask it whether your navigation supports your main goal. You can ask it what might feel unclear to someone who has never heard of you before.
And sometimes, the feedback is surprisingly good!
But sometimes? It needs your judgment. And this is important.
AI can help you see blind spots, but it does not know your business the way you do. It does not know your clients the way you do. And it definitely does not replace human strategy, design experience, or your own intuition.
The goal is not to let AI tell you what to do.
The goal is to use AI to start a smarter conversation with your website.
Why Your Homepage Is the Best Place to Start
If you want to run an AI website audit, start with your homepage.
Your homepage has a very important job.
It needs to help someone quickly understand:
- What you do
- Who you help
- Why it matters
- Whether they are in the right place
- What to do next
That sounds simple, but this is where so many websites tend to get a bit fuzzy.
You may know exactly what you do, but your homepage might be leading with language that sounds pretty without being clear. Or maybe you have five different calls to action, and visitors are not sure which one matters most. Or maybe your services make total sense to you, but a first-time visitor has to piece things together like a puzzle.
That is why AI can be helpful.
It gives you a second set of eyes.
Not perfect eyes. But useful ones.
Especially when you ask it to look at specific sections of your homepage instead of saying something broad like, “Audit my website.”
Because that kind of vague request usually leads to vague feedback.
A better AI website audit looks at your homepage section by section.
The 6 Homepage Sections to Review During an AI Website Audit
When I taught this workshop, I walked through the six homepage sections I recommend reviewing with AI.
These are the sections that have the biggest impact on whether your homepage feels clear, trustworthy, and easy to take action on.
Let’s go through them.
1. Your Hero Section: Can Visitors Tell What You Do Right Away?
Your hero section is the first thing people see when they land on your homepage.
Before they scroll. Before they click. Before they decide whether to keep reading.
This section needs to make it immediately clear what you do, who it is for, how you help, and what someone should do next.
A strong hero section usually includes:
- A clear headline
- A supporting sentence that adds context
- A strong call-to-action button
- An image that supports the benefit of what you offer
This is one of the most useful places to use AI because you can ask it to read your homepage like a brand-new visitor.
The question you want answered is not, “Does this sound nice?”
The question is:
“Would someone immediately understand what I do and why it matters?”
That distinction is super important.
Because lots of websites sound lovely.
But lovely and clear are not the same thing.
For example, a phrase like “Helping you create a life you love” might feel warm, but it does not tell me what you actually do.
Are you a coach? A designer? A therapist? A financial planner? A home organizer?
Your homepage can absolutely have personality and emotion, but it also needs practical clarity.
That is where AI can help you spot the gap between what feels good and what actually communicates.
Helpful takeaway: If your hero section is emotionally compelling but not specific, keep the warmth — but add clarity.
And if you want the exact AI prompts I use to review this section, you can grab the free AI homepage audit prompts here.
2. Your Navigation: Is Your Menu Helping or Distracting?
Your website navigation is like a roadmap.
And sometimes, without realizing it, we give people way too many roads.
One of the most common issues I see on small business websites is an overloaded navigation menu. Too many links. Too many dropdowns. Too many choices that all feel equally important.
But your top navigation should not be a storage closet for every page on your website.
It should support the main journey you want a new visitor to take.
For most service-based businesses, that means your navigation probably needs links like:
- Services
- About
- Portfolio or Work
- Blog or Resources
- Contact or Book a Call
And then your primary call to action should be obvious.
If you want people to book a call, that button should stand out.
This is also a great place to ask AI for feedback because it can look at your menu from a user experience perspective. It may notice that you are trying to serve new visitors, current clients, podcast listeners, job applicants, and newsletter subscribers all at the same time.
That does not mean those links are bad. It just means they may not all belong in your main navigation. Some links are better suited for your footer.
Your footer is still valuable real estate. It is just better for secondary actions, policies, client links, FAQs, or other pages that do not need to guide the first impression.
Helpful takeaway: Your navigation should make the next step easier, not give people a choose-your-own-adventure situation.
3. Your Services Section: Is It Clear What You Actually Offer?
This is where many small business websites get a little wobbly.
You know your services so well that you may describe them in language that makes sense to you — but not necessarily to someone landing on your site for the first time.
AI can be really useful here because you can ask it to review your services section as your ideal client.
Not as you. Not as another person in your industry. As someone who is trying to figure out whether you can help them.
A strong services section should answer:
- What do you offer?
- Who is it for?
- What problem does it solve?
- What result or transformation does it support?
- Where should someone go to learn more or take action?
This does not mean your homepage needs to explain every detail of your process.
It should not.
But it should give visitors enough clarity to understand what kind of help is available and whether they want to keep moving forward.
For example, instead of saying:
Strategic support for your next chapter
You might say:
Website strategy and design support for small business owners who need a clearer, more effective website that turns visitors into inquiries.
That second version still has warmth, but now I know what is being offered.
This is where I love the balance of emotional language and practical language.
Your reader should feel something, yes.
But they should also understand something.
Helpful takeaway: Your services section should not just describe what you sell. It should help the right person recognize, “This is for me.”
If you are realizing your website needs more than a quick copy tweak, this is where thoughtful website design services can help because strategy comes before the design ever begins.
4. Your Mini About Section: Do People Know Who Is Behind the Business?
Please do not skip this section!
Your homepage needs some kind of human connection.
That does not mean you need a long autobiography. It does not mean you need your entire professional history. And it definitely does not mean copying and pasting your LinkedIn bio onto your homepage.
But people should get a sense of who is behind the business.
A strong mini about section can include:
- A photo of you or your team
- A short introduction
- Why you do this work
- Who you help
- What makes your approach different
- A link to your full About page
This matters because people do not just hire services.
They hire people.
Especially if you are a service provider, coach, creative, consultant, or small business owner, your potential clients want to know who they are trusting.
AI can help you review whether your about section feels personal, warm, and relevant to the visitor.
The key word there is relevant.
Your homepage about section should not only say, “Here is who I am.”
It should also quietly answer, “Here is why I am the right person to help you.”
Helpful takeaway: A mini about section builds trust, especially when it connects your experience back to the reader’s problem.
5. Your Social Proof: Are Testimonials Doing Their Job?
Social proof can make a huge difference on your homepage.
But not all testimonials are equally useful.
A testimonial that says, “Jenny was so nice!” is lovely.
But a testimonial that says, “After launching the new site, I finally felt confident sending people to my website and started getting better-fit inquiries” tells a much stronger story.
When you review your homepage, look at whether your testimonials are specific.
Do they show the transformation? Do they speak to the hesitations your future clients might have? Do they reinforce the thing you want to be known for?
Social proof can include:
- Testimonials
- Google reviews
- Case studies
- Client logos
- Press features
- Podcast appearances
- Results or client wins
- Before-and-after examples
One note about using AI here: sometimes AI cannot fully read embedded review widgets, like Google Reviews. So if your reviews are embedded and AI says it cannot see social proof on your page, do not panic.
That does not automatically mean your website is missing testimonials.
It may just mean the tool cannot read that part of the page.
This is exactly why your judgment matters.
You can still use AI’s feedback, but you have to interpret it with context.
Helpful takeaway: Use testimonials that prove the value of your work, not just the fact that you are pleasant to work with.
6. Your Calls to Action: Is the Next Step Obvious?
Your homepage should not leave people wondering what to do next.
If your goal is to book a call, your homepage should make that action clear and repeat it throughout the page.
That does not mean every single button has to say the exact same thing.
But your calls to action should not pull people in five different directions.
This is one of my favorite things to review during an AI website audit because AI is good at spotting competing CTAs.
You might think your homepage is focused, but then realize you are asking visitors to:
- Book a call
- Download a freebie
- Read the blog
- Join the newsletter
- Listen to the podcast
- Follow you on Instagram
- View all services
- Contact you
- Learn more
Again, none of those actions are bad. But they are not all equally important. Your homepage needs a primary action.
For my own website, the main action is usually to book a call, and I use HoneyBook to make that process simple and organized. I only mention it because the tool behind the action matters too.
If your website tells people to book a call, but the booking process is clunky, hidden, confusing, or too many clicks away, that is part of the conversion problem.
The words on your buttons matter too.
Instead of vague buttons like:
- Submit
- Click here
- Learn more
- Get started
Try button language that tells people what is actually going to happen:
- Book a Website Coaching Call
- Schedule Your Free Consultation
- Get Your Website Audit
- View Website Design Services
- Download the AI Homepage Prompts
Clear beats clever almost every time.
Helpful takeaway: Your calls to action should guide people toward the next right step, not make them decode what you want them to do.
What AI Can Help You See on Your Website
A good AI website audit can help you identify issues like:
- Unclear homepage messaging
- A hero section that sounds nice but does not explain enough
- Navigation that overwhelms first-time visitors
- Services that are described too vaguely
- Missing human connection
- Weak or generic testimonials
- Calls to action that compete with each other
- Pages that do not support the main goal of the website
That is incredibly useful. Especially when you are too close to your own business to see what a new visitor sees. Because that is the real problem, isn’t it? You are not looking at your website like a first-time visitor.
You are looking at it like the person who built the business, wrote the offers, knows the backstory, understands the process, and can fill in every blank. Your visitors cannot fill in those blanks. Your homepage has to do that work for them.
What AI Cannot Fully Do for Your Website
Now, let’s be honest.
AI has limits.
It can review words and structure. It can help you think through clarity. It can give you ideas. It can summarize what might be confusing. It can help you create a starting point.
But AI is not always great at evaluating design from a live URL.
If you want visual feedback, you usually need to upload a screenshot. Even then, AI may miss design nuance that a real designer would catch quickly.
AI may not fully understand:
- Visual hierarchy
- Brand personality
- Whether your design feels trustworthy
- Whether the page is easy to scan on mobile
- Whether the layout supports the message
- Whether the overall experience feels aligned with your business
And AI will not always know which recommendation matters most.
That is why I do not recommend taking every AI suggestion and adding it to your to-do list.
That is how you end up overwhelmed all over again. Instead, use AI to gather feedback, then look for patterns.
If AI keeps pointing out that your offer is unclear, pay attention.
If it keeps saying your navigation is too full, pay attention.
If it keeps saying your call to action is buried, pay attention.
But if it gives you a suggestion that does not fit your business, your audience, or your goals, you are allowed to ignore it. AI is the thought partner. You are still the decision-maker.
How to Turn an AI Website Audit Into an Actual To-Do List
This is the part people often skip.
They ask AI for feedback, get a giant response, feel overwhelmed, and then do absolutely nothing with it.
Please do not do that.
The whole point of an AI website audit is to help you take action.
After you review your homepage, organize your findings into three categories:
Fix now
These are the issues that directly affect clarity and conversions.
For example:
- Your hero section does not clearly explain what you do
- Your call-to-action button is missing or vague
- Your services section does not explain what you offer
- Your navigation has too many competing links
Fix soon
These are important, but they may not be urgent.
For example:
- Add stronger testimonials
- Rewrite your mini about section
- Add a better supporting image
- Rename a navigation item
- Improve button language throughout the page
Fix later
These are helpful improvements, but they should not stop you from making progress.
For example:
- Add a case study
- Create a new freebie
- Record a welcome video
- Rewrite secondary page copy
- Redesign a section that is functional but not ideal
This is how you keep the audit from turning into another overwhelming project.
You are not trying to fix everything at once.
You are trying to identify the changes that will make the biggest difference first.
And if you want help going deeper than a DIY review, my Website Conversion Audit is designed to give you a clear roadmap and expert perspective when your site feels confusing, is not converting, or you are not sure what to fix first.
A Simple Way to Start Your Own AI Website Audit
Here is where I would begin:
Start with your homepage.
Look at the six sections we covered:
- Hero section
- Navigation
- Services section
- Mini about section
- Social proof
- Calls to action
Then review each section one at a time.
Do not ask AI to “audit my whole website” and expect magic.
Ask better questions.
Ask from the perspective of a first-time visitor.
Ask whether the page supports your main goal.
Ask what is confusing.
Ask what is working.
Ask what should be fixed first.
That is how you get feedback you can actually use.
And because I know it is much easier when you are not starting from scratch, I created a free resource with the exact prompts I use.
You can download the AI homepage audit prompts here.
Use them to walk through your homepage, section by section, and start building your own prioritized website to-do list.
Final Thoughts: Your Website Probably Does Not Need More Guessing
Your website should not feel like a mystery.
You should not have to sit there wondering why people are not clicking, why inquiries are slow, or why your homepage feels almost right but not quite.
An AI website audit can give you a starting point.
It can help you see your homepage through fresh eyes.
It can show you where your message is clear, where it is fuzzy, and where your next step needs to be stronger.
But the real magic happens when you combine AI feedback with strategy.
Because your website does not just need opinions.
It needs direction.
So start with the prompts. Review your homepage. Look for the patterns. Make your first few changes.
And if you want expert eyes on your website so you can stop guessing and know exactly what to focus on first, book a Website Coaching Call.
We will look at what is blocking conversions, simplify confusing messaging, identify opportunities for improvement, and build a practical action plan you can implement right away.
Because you are probably not as stuck as you think.
You just need clarity.
FAQ: AI Website Audit
What is an AI website audit?
An AI website audit is the process of using an AI tool to review your website and identify areas that may be unclear, confusing, or ineffective. It can help you evaluate your homepage messaging, navigation, services, testimonials, and calls to action.
Can AI audit my website?
Yes, AI can help audit parts of your website, especially your copy, structure, clarity, and calls to action. However, AI should be used as a thought partner, not a replacement for a website strategist or designer.
What should I ask AI to review on my homepage?
Start by asking AI to review your hero section, navigation, services section, mini about section, social proof, and calls to action. These areas have the biggest impact on whether visitors understand what you do and know what to do next.
Is an AI website audit enough to improve conversions?
An AI website audit can give you helpful feedback and a starting point, but improving conversions also requires strategy, design judgment, audience understanding, and prioritization. AI can show you possible issues, but you still need to decide what matters most.
How often should I audit my homepage?
It is helpful to review your homepage whenever your offers, audience, goals, or messaging change. You can also do a simple homepage audit every few months to make sure your website still reflects your business clearly.
