HOSPITALITY DIGITAL
AUDIT CHECKLIST
A free 110-point self-audit for hotels, restaurants, gastropubs, fine dining, country houses, and boutique properties. Identify gaps, prioritise fixes, and benchmark your digital presence against industry best practice.
Overall Score
SSL certificate installed and valid (site loads on HTTPS)
Page speed score 90+ on desktop (Google PageSpeed Insights)
Fully responsive and usable on all mobile devices
No broken links detected across all pages
Custom branded 404 error page with navigation options
Favicon displays correctly on all browsers and devices
Cookie consent / GDPR-compliant banner in place
Privacy policy page published and linked in footer
sitemap.xml submitted to Google Search Console
robots.txt correctly configured and not blocking indexing
Clear visual hierarchy guiding the eye to key actions
Consistent brand identity (logo, colours, fonts) across all pages
Primary call-to-action (book / enquire) visible above the fold
Navigation contains 7 items or fewer (cognitive load)
Footer includes contact details, key pages, and social links
No intrusive pop-ups blocking mobile content on page load
Generous whitespace and clean, uncluttered layout throughout
Sticky or persistent header visible with booking or contact CTA
Unique selling proposition (USP) is clear within 5 seconds of landing
Guest-focused copy using "you" language, not corporate "we"
No spelling or grammatical errors on any visible page
Every page has a clear purpose and a single primary CTA
Compelling "About" or "Our Story" page with team and heritage
Seasonal content updated regularly (menus, offers, events)
Blog or news section with posts published in the last 90 days
Location and directions page with embedded map
Professional photography used throughout — no generic stock images
Images optimised: WebP format, appropriately sized, and lazy loaded
All images have descriptive alt text for SEO and accessibility
Video content showcasing the property, rooms, or dining experience
Virtual tour and / or a curated photo gallery available
Photos reflect the current state of the property (not outdated)
Unique title tags under 60 characters on every page
Unique meta descriptions under 160 characters on every page
Single H1 per page with correct heading hierarchy (H1 → H2 → H3)
LocalBusiness, Hotel, or Restaurant schema markup implemented
FAQPage schema markup on relevant FAQ or information pages
Core Web Vitals passing — all green in Google Search Console
Canonical tags correctly implemented to avoid duplicate content
Strong internal linking structure between related pages
NAP (name, address, phone) consistent across all pages and directories
Location-specific keyword pages created for key target areas
Listed on TripAdvisor, Yelp, and Yell with accurate information
Listed on industry directories: VisitEngland, AA, Good Food Guide (where applicable)
Local backlinks earned from regional press, blogs, and partner sites
Geo-targeted landing pages created for key source markets
Google Maps embed on contact or location page
hreflang tags implemented if serving multilingual international guests
Profile claimed and fully verified by Google
Correct business categories selected (primary and secondary)
Opening hours accurate including seasonal and holiday variations
20+ high-quality photos uploaded and refreshed regularly
Keyword-optimised business description using the full 750 character allowance
Google Posts published at least weekly
Q&A section monitored and key questions pre-answered
Booking or reservation link configured and tested
Google rating 4.0 or above with 50+ reviews
All Google reviews responded to within 48 hours
Negative reviews addressed professionally and constructively
Active review generation strategy in place (email, card, follow-up)
TripAdvisor profile active with recent management responses
Customer testimonials featured on key website pages
Booking widget or prominent CTA present on every page
Booking process completable in 3 steps or fewer
Mobile booking flow tested and smooth on iOS and Android
Immediate confirmation email sent upon booking completion
Real-time availability displayed in the booking widget
Upsell and add-on options presented during the booking journey
Self-service modification and cancellation available online
Abandoned booking recovery via automated email or retargeting
Menu available as HTML text on the site — not a PDF or image file
Dietary requirements and allergen information clearly marked
Prices visible on menu (or a clear explanation if omitted)
Seasonal menu kept current and updated promptly when it changes
Room types shown individually with photos and pricing (hotels)
Special offers and packages have dedicated landing pages
Active on 2 or more relevant platforms (Instagram, Facebook, etc.)
Posting frequency of 3+ times per week on primary platforms
Bio and profile links point directly to the booking page
Consistent brand voice and visual identity across all platforms
Responding to comments and DMs within 24 hours
Location tags and relevant hashtags used on all posts
User-generated content reshared and credited appropriately
Social media links on website work correctly and open in a new tab
Email capture form on website (newsletter sign-up or offers)
Automated welcome email sequence for new subscribers
Minimum monthly newsletter sent to the full subscriber list
Post-stay email sent automatically with a review request
All emails are mobile-responsive and tested across email clients
Email list segmented (e.g. past guests, leads, press, local)
Bidding on brand name keywords to protect traffic from OTAs
High-intent keyword campaigns active (e.g. "hotels in [location]")
Ad extensions configured: location, call, sitelinks, and structured snippets
Landing pages closely match ad messaging and search intent
Negative keyword lists maintained to reduce wasted spend
Retargeting campaigns running for website visitors who did not convert
Meta / Instagram ads targeting local and lookalike audiences
ROAS (return on ad spend) tracked and reported monthly
GA4 (Google Analytics 4) installed and collecting accurate data
Conversion goals set up for bookings, enquiries, and phone calls
Google Search Console connected and verified
UTM parameters used consistently across all campaigns
Monthly analytics review and reporting process in place
Heatmap and session recording tool active (Hotjar, Clarity, etc.)
WCAG 2.1 AA colour contrast compliance throughout the site
Fully keyboard navigable with logical tab order and visible focus
Form labels and ARIA attributes properly implemented
Accessibility statement published and linked from the footer
Text resizable to 200% without loss of content or functionality
No auto-playing audio or video media on any page
Need Help Closing the Gaps?
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What is a hospitality digital audit?
A digital audit is a systematic review of every touchpoint a potential guest encounters online — from your Google Business Profile and website speed, to your booking flow, review responses, and social media presence. For hotels, restaurants, gastropubs, fine dining establishments, and country house hotels, a strong digital presence is no longer optional: it directly determines whether a guest books direct or goes through an OTA.
This free 110-point checklist covers 15 critical categories — from Technical SEO and Local SEO to Photography, Email Marketing, and Accessibility — giving hospitality operators and digital agencies a comprehensive framework for identifying gaps and prioritising improvements.
LogicLeap was founded by Josh Matthews, formerly of Le Manoir aux Quat'Saisons (Raymond Blanc / Belmond), and we use this exact checklist internally when auditing properties for Pride of Britain Hotels, Brasserie Blanc, and other UK hospitality groups.