Free Interactive Checklist
The WebsiteChecklist
35 checks across eight categories — first impression, conversion, trust, speed, SEO, tracking, security, and accessibility. Answer honestly and you'll get a 0–100 website score, your strongest and weakest areas, and a prioritized fix list you can hand to whoever manages your site.
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Critical · Above the fold, it's obvious what you do and who it's for
Most visitors leave because they can't tell what you sell in five seconds.
Critical · One primary call to action, repeated down the page
A page with five equal options gets no action at all.
The design looks current and matches your brand
People judge credibility on looks before they read a word.
Navigation is simple — seven links or fewer
Every extra menu item makes the important pages harder to find.
Critical · Phone and email are visible on every page, tap-to-call on mobile
Hiding contact info in a footer costs you the ready-to-buy visitor.
Your contact form is short (five fields or fewer)
Every extra required field drops completion.
Visitors can book or schedule online without emailing back and forth
Scheduling friction kills momentum while intent is high.
Critical · Form submissions go somewhere you check, with an instant auto-reply
Broken or unread form notifications are the most common silent revenue leak on small business sites.
There's a low-commitment offer for people who aren't ready yet
Most visitors won't buy today — but they'll trade an email for something useful.
Critical · Real reviews or testimonials with names appear on key pages
Proof from other customers outperforms anything you say about yourself.
You show actual work — projects, photos, before/after, or case studies
Buyers want evidence you've done this exact thing before.
Real photos and bios of the people behind the business
Faces and names beat faceless corporate copy for local businesses.
Licenses, insurance, certifications, awards, or affiliations are shown
These remove risk from the decision — especially for higher-ticket services.
Pricing guidance, guarantee, or process is spelled out
Silence about price and process reads as risk.
Critical · The site looks and works right on a phone — no pinching or sideways scroll
The majority of local searches happen on mobile.
Critical · Pages load in under three seconds
Every extra second measurably drops conversions.
Images are compressed, correctly sized, and in a modern format
Oversized images are the single most common cause of slow small business sites.
Hosting, plugins, and platform are kept updated and monitored
Outdated software is how sites go down or get hacked.
Critical · Every page has a unique title tag and meta description
That's your ad copy in search results.
Critical · Each service has its own page, not one combined list
One page can't rank for eight different services.
Your name, address, and phone match your Google Business Profile exactly
Mismatched details undercut local rankings and confuse customers.
You publish new content — blog, FAQs, or project posts — at least monthly
Fresh, useful content is how you earn rankings and get cited by AI search.
Structured data (schema) is set up for your business and services
It tells Google and AI assistants exactly what you are.
Pages link to each other with descriptive links
Internal links spread ranking strength and keep visitors moving toward contact.
Analytics is installed and you actually look at it
Without traffic data every website decision is a guess.
Critical · Form submissions and calls are tracked as conversions
Traffic isn't the goal — leads are.
You know where your leads come from
Otherwise you can't tell which marketing to double down on.
Critical · The site loads over HTTPS with a valid certificate
Browsers flag anything else as not secure.
Automatic backups run and you've tested a restore
An untested backup isn't a backup.
Privacy policy, terms, and cookie notice are published and current
It's expected by users, required by ad platforms, and increasingly by law.
Critical · You own your domain, hosting, and admin logins
Plenty of owners find out during a dispute that they don't.
Images have descriptive alt text
It serves screen readers and search engines at the same time.
Text has strong contrast and is readable at 16px or larger
Light gray on white is the most common readability failure.
Menus, forms, and buttons work with a keyboard
Keyboard navigation is the baseline of accessible design.
Form fields have real labels and clear error messages
Placeholder-only forms confuse people and fail accessibility checks.