How to audit a site for brand consistency with AI

This guide is part of our series on AI for branding and design.

A website that many people have edited over several years drifts. One page says the company was founded in 2009 and another says 2011. The services page lists a package that was discontinued. The About page calls the business “Smith & Sons” and the footer says “Smith and Sons Inc.” A promo from two summers ago is still live on a landing page.

Nobody can read 150 pages closely enough to catch all of that. AI can, if you give it the brand guide and the full text of the site.

What you need

• An AI assistant that accepts file uploads, such as Claude
• The brand guide or voice guide, plus a fact sheet: legal name, founding year, locations, current services, current offers and prices
• A crawl of the site with the main text of every page (Screaming Frog’s custom extraction can export page text, or export the content from WordPress)
• The bios from every social profile and directory listing

Step 1: Export the site text

In Screaming Frog, crawl the site with a custom extraction that pulls the main content area of each page, and export URL, title, H1, meta description and body text. On a WordPress site you can also export posts and pages from Tools > Export, though some page builders leave shortcodes mixed into the text. Ask the AI to ignore anything in square brackets.

Add a sheet with the text of every social bio and listing: LinkedIn, Facebook, Instagram, Google Business Profile, industry directories.

Step 2: Write the fact sheet

The fact sheet is what makes the audit precise. List every fact that should be the same everywhere: the exact business name, founding year, number of locations, service names, current offers with dates, phone numbers, and the claims the business is allowed to make. Get the client to sign off on it.

Step 3: Run the audit

Attached are the brand voice guide, the approved fact sheet, and the text of
every page on the site and every social bio. Check each page and bio and list:
1. Facts that conflict with the fact sheet (name, dates, numbers, services,
   prices, phone numbers)
2. Offers or promotions that are not on the current offers list
3. Copy that breaks the voice guide, quoting the sentence and the rule
4. Claims that are not on the approved claims list
5. Different names for the same service or product
Output a table with columns: URL or profile, issue type, quote, what it should
be, severity (high, medium, low). Group by URL so an editor can fix one page
at a time.

Step 4: Fix by severity

High severity means wrong facts and expired offers. Fix those first, since they cost trust and sometimes money. Medium is conflicting claims and naming. Low is voice. On a WordPress site, an editor can work down the list page by page in the page editor. For bios, update each profile and log the date.

Step 5: Repeat quarterly

Save the prompt, the fact sheet and the last results. Each quarter, re-crawl, rerun and compare with the previous results. New pages and new editors bring new drift, and the second audit is much shorter than the first.

Checks before you edit

• Spot-check five flagged issues on the live pages before assigning the work. Crawl text sometimes includes old content from hidden tabs or sliders.
• Do not let AI rewrite whole pages to match the voice. Use the flags to direct an editor.
• Keep the fact sheet current. An outdated fact sheet produces confident wrong fixes.

The voice rules come from your brand voice guide. If the audit finds images with no alt text or broken heading order along the way, add them to an accessibility check.