A business website has one job: to turn the right visitors into customers. Everything else, the animation, the photography, the clever copy, either supports that job or gets in its way.
Use this checklist to audit your current site or plan your next one.
The first five seconds
When someone lands on your home page, they should immediately understand three things:
- What you do, in plain language. Not "Elevating possibilities", but "Branding and websites for growing businesses".
- Who it's for. Customers want to know they are in the right place.
- What to do next: one clear primary action, such as "Book a call", "Get a quote" or "Shop the collection".
If a stranger can't explain your business after five seconds on your home page, fix that before anything else.
Mobile first
Most visits to most business websites now happen on phones.
- Text is readable without zooming
- Buttons are big enough to tap
- The main action is easy to reach without scrolling forever
- Forms are short and use the right keyboard (numbers for phone, email keyboard for email)
- Nothing important is hidden in a hamburger menu
Test it on your own phone, on mobile data, not just on office Wi-Fi.
Speed
Slow sites lose people before they see anything.
- Images are compressed and sized for the screen (WebP or AVIF where possible)
- No unnecessary plugins, trackers or chat widgets slowing the page
- Videos load only when needed
- Good hosting, close to your customers
Our guide to slow websites goes deeper.
Clear structure
- A simple menu with five to seven items at most
- One page per main service, so each can rank in search and answer specific questions
- An about page with real people and a real story
- Contact details that are easy to find on every page
Proof and trust
People buy from businesses they trust. Show them why they can.
- Case studies or portfolio pieces with outcomes, not just pretty pictures
- Client logos and testimonials with real names
- Reviews from Google or industry platforms
- Credentials, awards or press, if you have them
- A clear privacy policy and terms
- HTTPS everywhere
Calls to action
- One primary action, repeated at sensible points down the page
- A low-commitment option for people not ready to buy, such as a free guide or newsletter
- Booking or contact that takes under a minute
Findable in search
- Unique page titles and descriptions for every page
- One clear H1 heading per page
- Descriptive image alt text
- A sitemap submitted to Google Search Console
- Structured data for your business, articles and FAQs
- A Google Business Profile, if you serve a local area
More in SEO basics every small business site should get right.
Accessibility
- Text has enough contrast against its background
- The site works with a keyboard
- Images have meaningful alt text
- Animations respect the "reduce motion" setting
Accessible sites are better for everyone and are increasingly expected by law in many markets.
Measurement
- Analytics installed, with consent handled properly for visitors from regions like the EU and UK
- Key actions tracked as conversions: form sends, bookings, calls, purchases
- Google Search Console connected
- Someone looks at the numbers monthly and acts on them
Easy to update
- You can change text, add case studies and publish articles without calling a developer
- Backups and updates happen automatically
- You own your domain and have access to your hosting
How did yours score?
Count the unticked boxes. If the "first five seconds" or "mobile" sections have gaps, start there. They affect every single visitor.
If you'd like a professional review, book a free 30-minute call and we'll go through your site together.
