Technical audit of a HubSpot site: comprehensive checklist for developers

HubSpot is often perceived as a plug-and-play CMS: fast to deploy, easy to handle, modular. But beneath that apparent flexibility lies a real website, with potential flaws, slowdowns, missing markup, accessibility risks, or outdated code. And like any website, it deserves a thorough technical audit.

For developers, a HubSpot audit is not just “checking boxes” in an interface: it’s deep work, where each module, each template, each line of markup can affect accessibility, security, performance, or SEO. And while HubSpot handles part of the technical optimization, many elements remain under your control: code, logic, structure, UX.

This guide offers you a full checklist to technically audit a HubSpot site from a developer’s perspective: accessibility (WCAG, RGAA), security (HTTPS, forms, scripts), performance (speed, lazy loading, JS), code quality (modules, tags, naming), and technical SEO (tags, structure, canonical, schema.org).

Why Do a Technical Audit on a HubSpot Site?

The “No-Code Site” Illusion: HubSpot Is Customizable, So Audit Is Essential

HubSpot promises intuitive usage, modular logic, and a user-friendly interface. But whenever a project moves beyond default templates, the “no-code” layer gives way to real code—often complex, inherited, and poorly documented.

With custom modules, specific markup, embedded scripts, redundant styles, or CSS hacks, technical errors pile up quickly. And like any CMS, HubSpot doesn’t police the quality of your injected code. Thus a site might look functional on the surface but suffer from hidden issues damaging to performance, accessibility, or SEO.

Business Stakes Behind the Audit: SEO, Compliance, UX, Accessibility

A technical audit on HubSpot isn’t just a developer’s obsession. It addresses flaws with real business impact:

• SEO: Speed, code structure, semantic markup, canonical, hreflang, etc.

• Accessibility: Conformance with WCAG / RGAA, brand image, legal risk.

• User performance: lazy loading, light code, optimized JS — all influence engagement.

• Security: poorly secured forms, third-party scripts, outdated protocols, mismanaged redirects.

• Maintainability: modular code, clear naming conventions, multi-site or multilingual compatibility.

How Often Should You Audit a HubSpot Site?

You don’t need a monthly audit, but one is necessary whenever you redesign, upgrade, add major features, or deploy custom modules.

For high-traffic sites or those managed by multiple teams (marketing, dev, SEO), a full audit every 6 to 12 months is good practice. At a minimum, a “flash audit” after any major development sprint is recommended.

Accessibility: An Often Overlooked Requirement

Understanding the Standards: WCAG, RGAA, Section 508

Digital accessibility isn’t just "bigger fonts." It’s governed by international standards that impose strict rules to ensure access for people with disabilities:

• WCAG (Web Content Accessibility Guidelines) — the global baseline.

• RGAA (Référentiel Général d’Amélioration de l’Accessibilité) — the French accessibility standard.

• Section 508 — U.S. regulation requiring accessibility in public sector digital assets.

These standards define rules about readability, keyboard navigation, HTML structure, alternative texts, and more, which every site (HubSpot included) must respect.

HubSpot-Specific Accessibility Checklist

Here are key technical checkpoints every developer or integrator should verify:

Alt Tags, ARIA Attributes, Readable Text

• All non-decorative images must include a meaningful alt attribute.

• Interactive components (menus, modals, carousels) should use appropriate aria-* attributes.

• Important text must not be conveyed by color or shape alone.

• Text–background contrast must meet AA or AAA levels depending on your audience.

Keyboard Navigation

• All interactive elements must be keyboard accessible via coherent focus management (:focus, :focus-visible).

• No “keyboard traps”: users shouldn’t get stuck inside a component with no exit.

Native Lazy Loading for Images

• Avoid opaque JS-based lazy loading or data-src hacks.

• Use loading="lazy" on <img> tags in custom modules or theme files.

• This improves performance without sacrificing screen reader compatibility.

Semantic Markup

• Favor semantic HTML5 tags: <main>, <header>, <nav>, <footer>, <button>, <article>, <aside>, etc.

• Avoid abusing <div> or <span> for interactive content.

“Skip to Content” Links

• Include a hidden “Skip to content” link (<a href="#content">) at the page’s start, visible on focus.

• This allows keyboard users to bypass repetitive headers on each page.

Real-World Example: Adapting a HubSpot Module to WCAG Standards

Scenario: a custom banner module in HubSpot that displays an image, text, and button. To make it accessible:

• Add a dynamic alt attribute to the image.

• Wrap content in <section> or <figure> with <figcaption>.

• Replace any clickable <div onclick="…"> with a real <button>.

• Use <h2>, <p> instead of generic <span>.

• Ensure the button can be reached by keyboard.

• Test the module with a screen reader like NVDA or VoiceOver.

On HubSpot, accessibility must be coded in from the start. Every module needs to be built and tested with these principles in mind.

Performance: Speed and Front-End Optimization

Why Speed Is Critical (SEO + UX)

Site load speed isn’t a “nice to have” — it’s an official SEO ranking factor and a major driver of user experience:

• A slow site penalizes Google indexing by limiting crawled pages.

• Each extra second of load time can reduce conversion rates (sometimes by up to 20% at 3 seconds).

• A poorly optimized HubSpot front end or badly built modules can slow everything down.

Tools to Audit Performance

To measure real impact and get concrete recommendations:

• Website Grader (HubSpot) — overall scores: SEO, performance, security, mobile.

• Google PageSpeed Insights — device-specific metrics and code suggestions.

• Lighthouse (Chrome DevTools) — full audit including Core Web Vitals.

• WebPageTest.org / GTmetrix — deeper multi-step rendering insights (TTFB, LCP, etc.).

HubSpot Performance Checklist

Image Weight, Lazy Load, Compression

• Use WebP or JPEG (quality ~75) for non-transparent images.

• Apply loading="lazy" for images below the fold.

• Ensure GZIP (or equivalent) compression is enabled for HTML, CSS, JS (HubSpot does this by default, but check modules).

• Verify no image is loaded larger than its display size.

External Calls, CSS/JS Modularity

• Minimize external requests (fonts, third-party libraries).

• Load JS with async or defer, and bundle files when possible.

• Avoid multiple dependencies within a module (e.g. two versions of jQuery).

• Use optimized global assets (module.css, module.js) in HubSpot to avoid redundant code.

Custom Module Audit: Redundant Scripts, Unused Code

• Review custom modules in the Design Manager:
    * Remove embedded scripts that are never triggered (e.g. unused carousels).
    * Identify duplicated HTML/CSS across multiple modules.
    * Consolidate repeated components into shared partials.

• Test each module in isolation with Lighthouse to assess its impact.

• Tip: use HubSpot’s “HTML Preview” to view exactly what’s injected client-side and eliminate unnecessary code.

Security: HubSpot Sites Are Not “Out of Danger”

HubSpot is often seen as a “plug-and-play” secure platform. Partially true: the CMS itself handles many server-side protections. But that doesn’t negate the need for a security audit. Many risks arise from custom usage, forms, or misconfigurations.

Fundamental Checks

HTTPS & SSL Certificate

• HTTPS is mandatory: every HubSpot site must use an active SSL certificate.

• Check for mixed content (images, scripts, iframes loaded over HTTP).

• Ensure HTTP → HTTPS redirection is enabled in domain settings.

Form Security (CAPTCHA, Validation)

• Enable reCAPTCHA on all public forms to reduce spam.

• Validate mandatory fields both client- and server-side.

• Avoid unrestricted file-upload fields (even in HubSpot).

Permissions & Custom Scripts

• Restrict admin roles in HubSpot: the ability to publish code is a security risk.

• Never embed unverified third-party scripts (trackers, widgets, HTML injections).

• Use HubSpot’s secure file manager for public assets; never store sensitive files there.

Native HubSpot Security vs. What You Must Manage

What HubSpot handles:

• Automatic CMS updates with no manual intervention.

• Protection against common attacks (XSS, SQL injection, DDoS via Cloudflare).

• Global CDN hosting and 24/7 monitoring.

• Automated backups and fast recovery.

What you must manage:

• Your integrations (e.g. Zapier, external CRM, custom scripts).

• Custom modules (ensure they don’t introduce vulnerabilities).

• Access strategy (user roles, two-factor authentication).

HubSpot is secure by default, but manual additions can create gaps. A technical audit helps pinpoint those weak spots.

Code Quality: Clean, Maintainable, Scalable

One of HubSpot’s strengths is its customizable modules and templates. But that freedom becomes a burden if code is disorganized, nonstandard, or unmaintainable. A technical audit defines guardrails and ensures long-term site reliability.

HTML / CSS / JS: Validation & Best Practices

Even for a HubSpot site, front-end code is crucial. Key audit points:

• HTML validation (via W3C Validator) to ensure accessibility and SEO.

• Clean, non-duplicated CSS with a clear naming convention (like BEM or SMACSS).

• Lightweight JavaScript, modular, avoiding unnecessary dependencies.

Developer Checklist

Naming and Conventions (Classes, Modules)

• Consistent class names (.hero-banner, .cta-primary, etc.).

• Use project prefixes to avoid conflicts (.site-header, .form-wrapper).

• Name HubSpot modules by function rather than generic names like “module_34”.

Review HubSpot Modules and Templates

• Remove unused or duplicated modules.

• Ensure code structure is clean: indentation, comments, clarity.

• Centralize shared styles in common files rather than inline styles in modules.

Hn Structure, Meta Tags, Canonical Tags

• Respect the correct heading hierarchy (H1 to H6) across pages.

• Include relevant meta tags (title, description, og:title, etc.).

• Implement canonical tags in templates to avoid duplicate content.

Logical File Structure & Readability

• The file tree should be logical and easy for new devs to navigate.

• Each module, template, or asset should be locatable in a few clicks.

Auditing Custom Modules

Custom modules are central to tailored HubSpot experiences but must follow strict standards.

Conformance to Standards

• Use semantic HTML (<article>, <section>, <nav>, etc.).

• Maintain drag-and-drop compatibility for marketers.

• Write clean HubL code (i.e. correct if, for, variable usage).

Reusability

• Each custom module should be reusable across pages without rework.

• Favor configurable fields over hardcoded logic.

Accessibility Built In from Design

• Modules should embed best practices from the design phase: alt text, ARIA labels, contrast, keyboard navigation.

• The audit ensures the experience is seamless for all users from the start.

When all bocks are well built, your HubSpot site becomes scalable and reliable.

Technical SEO in HubSpot

Often, HubSpot is linked to content marketing. Too rarely, it’s tied to technical SEO performance. But a dynamic CMS like HubSpot demands proactive technical SEO from developers. A visually great site is nothing without visibility.

Why Technical SEO Matters in a Dynamic CMS

HubSpot lets marketing teams spin up pages quickly — powerful but risky for SEO if fundamentals aren’t enforced. Developers must set the guardrails and maintain structural coherence long-term.

SEO Checklist for HubSpot Developers

Speed, Indexability (robots.txt, sitemap)

• Add performance tags from the get-go: lazy loading, asset compression, file sizes.

• Validate and customize robots.txt through HubSpot settings.

• Generate and monitor sitemap.xml — ensure it reflects the site’s relevant pages.

Canonical, Hreflang

• Add canonical tags in templates to prevent content duplication.

• Implement hreflang for multilingual sites — be careful with language inversion or malformed attributes.

Internal Linking Structure

• Ensure modules incorporate logical internal links with descriptive anchor text.

• Create semantic internal linking (especially in blogs) to guide Google’s crawling.

Structured Data (schema.org) in Templates

• Inject structured data using HubL in templates:
    * Blogs → Article
    * Products → Product
    * Events → Event

• Use dynamic blocks to populate metadata (title, author, date, etc.).

Structuring Your Audit: The Complete Method

A HubSpot site audit isn’t spontaneous. It’s not just about fixing errors but establishing a sustainable quality framework for developers, marketing, and content teams. Here’s a five-step method:

Step 1: Map All Templates & Modules

Before touching any code, you need visibility:

• Catalog every page template, blog template, email, and landing page.

• List all custom modules, even those rarely used or duplicated.

• Identify templates used across critical pages (homepage, SEO pages, lead gen pages).

Helpful tool: the file directory in the Design Manager.

Step 2: Audit the Technical Core (Access, Performance, Security, SEO)

Scrutinize every component:

• Accessibility (WCAG, RGAA): screen readers, contrast, keyboard navigation.

• Performance: lazy loading, images, script weight.

• Security: forms, HTTPS, user permissions.

• SEO: meta tags, sitemap, canonical, hreflang.

• Use a centralized checklist to document each audited point.

Step 3: Prioritize: Quick Wins vs Major Tasks

A smart audit also implies smart prioritization:

• Quick wins: alt tags, lazy loading, heading fixes, minor markup issues.

• Major tasks: template rewrites, module cleanup, SEO multilingual overhaul.

• Use an impact vs effort matrix to organize tasks.

Step 4: Document Best Practices for Teams

The audit fails if issues resurface. You must share:

• A HubSpot dev style guide: naming conventions, HTML structure, reusable modules.

• Content checklists for content creators (alt tags, links, headings).

• An accessibility & SEO charter for future projects.

• Bonus: a library of validated, accessible, performant modules.

Step 5: Track Corrections and Iterations

Treat the audit like an agile project:

• Assign tasks in a project tool (ClickUp, Notion, Trello…).

• Track versioning and template deployments.

• Run a partial audit every 6 months to maintain quality.

Goal: Make your HubSpot site reliable, scalable, and future-proof — even with nontechnical teams in the loop.

A Healthy HubSpot Site Is One That’s Audited

HubSpot is powerful but not magic. It offers no-code ease, customizable modules, and flexibility — but only if built right and regularly reviewed.

A technical audit isn’t a luxury; it’s continuous quality assurance. It helps you:

• Preserve performance (speed, SEO, UX).

• Ensure compliance (accessibility, security).

• Maintain a clean foundation (code quality, structured content).

• Enable smooth collaboration between devs, marketers, and content teams.

Don’t hesitate to entrust this kind of audit to an expert HubSpot agency.

What is a technical audit on a HubSpot site?

It’s an in-depth diagnosis of the development side: performance, accessibility, security, code quality, standards compliance.

What’s the difference between an SEO audit and a technical audit?

An SEO audit focuses on search engine visibility (keywords, backlinks, content), while a technical audit verifies site foundations (code, structure, speed, accessibility).

What tools are used for a technical HubSpot audit?

• Website Grader

• Google PageSpeed Insights

• Lighthouse (Chrome DevTools)

• Axe DevTools (for accessibility)

• HubSpot Design Manager (to inspect templates & modules)

How often should a technical audit be done?

Ideally every 6 to 12 months, or whenever you redesign, launch new offerings, or switch teams.

Should you audit even with HubSpot’s native templates?

Yes. Native templates are a solid base but need adaptation — to your brand, SEO constraints, GDPR demands, and performance goals. Default behaviors often need tweaks and optimizations.

Credit : Photo of Bharath Kumar on Unsplash