Give the site an owner
Content ages, integrations change and the business develops new priorities. Name the people responsible for keeping the site accurate, usable and healthy. A modest, regular review is more useful than waiting for everything to need attention at once.
Choose a small set of signals
Measure the journeys that matter: can someone understand the offer, find an answer and make an enquiry? Combine relevant analytics with direct feedback. A number without context rarely tells you what to change.
Make improvements a habit
Keep a prioritised list of changes and revisit it as new information arrives. Fix broken journeys first. Then improve clarity, speed and content. Record why a change was made so the next review can test whether it helped.