Start Here

• Use this when

  Use this before a website redesign, before buying advertising, or whenever people visit your site but do not call, book, buy, or inquire.

• Category

  Website and Customer Path

• Format

  Checklist

• Time required

  20–30 minutes

• What it helps you do

  A practical review of your homepage, offer language, calls to action, contact flow, and trust signals.

1. Homepage clarity

• □ A first-time visitor can tell what the business does within a few seconds.

• □ The main headline describes the value you create, not just the company name or a vague slogan.

• □ The page identifies the people, customers, or communities you serve.

• □ Your location or service area is easy to find when geography matters.

• □ The opening section includes one clear next step.

2. Offer language

• □ Your services or products are named in language customers naturally use.

• □ Each main offer explains the problem it solves or the outcome it creates.

• □ Pricing, starting prices, booking requirements, or the next step are explained when appropriate.

• □ Industry language is translated into plain English.

• □ Visitors do not have to search several pages to understand the core offer.

3. Trust signals

• □ The site includes real photographs of the business, work, products, people, or place.

• □ Testimonials, reviews, project examples, credentials, or other proof are visible.

• □ The About page explains who is behind the business and why the work matters.

• □ Contact information is complete and consistent.

• □ The website looks current, maintained, and connected to the business customers experience offline.

4. Customer path

• □ Every important page has a clear call to action.

• □ Buttons use specific language such as Book a Stay, Request a Quote, View the Menu, or Schedule a Call.

• □ The contact, booking, purchase, or inquiry process requires only necessary steps.

• □ Forms ask for enough information to help without creating unnecessary friction.

• □ Visitors know what happens after they submit a form or request.

5. Mobile and technical basics

• □ The site is easy to read and use on a phone.

• □ Buttons are large enough to tap and important information is not buried.

• □ Pages load without obvious delays, broken images, or layout problems.

• □ Phone numbers, email links, maps, and booking links work correctly.

• □ The site uses secure HTTPS and does not show browser warnings.

6. Search and local relevance

• □ Page titles clearly describe the service, product, experience, or location.

• □ The site includes the towns, counties, regions, or service areas customers actually search for.

• □ Important services have their own useful pages instead of being hidden in one long list.

• □ Photos have meaningful file names and alternative text where appropriate.

• □ The site answers common customer questions in natural language.

Scorecard

• Give yourself one point for each checked item.

  25–30: Strong foundation. Improve the few remaining gaps.
  18–24: Useful but inconsistent. Fix clarity and customer-path issues first.
  10–17: The site may be creating confusion or lost opportunities.
  0–9: Start with the homepage, core offer, and contact path before adding more marketing.

Next Step

• Your next move

  Circle the five unchecked items most likely to affect understanding, trust, or action. Fix those before adding new pages, posting more content, or buying traffic.