1. Visual Design & Branding | Aspect | What to Check | Why It Matters | |--------|--------------|----------------| | Overall Aesthetic | Does the visual style match the brand’s industry and target audience? Are the colors, typography, and imagery cohesive? | Consistency builds trust and reinforces brand identity. | | Logo & Brand Elements | Is the logo placed prominently? Are brand colors used consistently across pages? | Strong branding improves recall and professionalism. | | Imagery Quality | Are photos and graphics high‑resolution, relevant, and properly sized (no pixelation or stretched images)? | Poor visuals can make the site look dated or untrustworthy. | | Responsive Design | Does the layout adapt smoothly to mobile, tablet, and desktop screens? Test on at least three different viewport widths. | Over 50 % of traffic is now mobile; a responsive design is essential for SEO and user satisfaction. | | Whitespace & Layout | Is the content well‑spaced, making the page easy to scan? | Good use of whitespace improves readability and focus. | Quick Test
Open the site on a desktop and then resize the window to a typical mobile width (≈375 px). Does the navigation collapse into a hamburger menu? Do text and images reflow without breaking?
2. User Experience (UX) & Navigation | Aspect | What to Check | Why It Matters | |--------|--------------|----------------| | Primary Navigation | Is the main menu intuitive? Are the most important pages (e.g., Home, About, Services, Contact) accessible within 2 clicks? | Reduces friction and helps users find what they need quickly. | | Breadcrumbs | Are breadcrumbs present on deeper pages? | Helps users understand their location within the site hierarchy. | | Search Function | If a search bar exists, does it return relevant results quickly? | Crucial for larger sites or e‑commerce platforms. | | Call‑to‑Action (CTA) | Are CTAs clearly visible, action‑oriented (e.g., “Get a Quote”), and placed strategically (above the fold, at the end of sections)? | Drives conversions and guides user flow. | | Forms | Are forms short, labelled clearly, and using inline validation? Is the submit button prominent? | Frictionless forms increase completion rates. | | Loading Feedback | Are there spinners or skeleton screens when content loads slowly? | Reduces perceived waiting time. | Quick Test
Click through the top‑level menu items. Note any dead links, confusing labels, or pages that feel “orphaned” (no clear way back to a main section). wwwsxe18incom full
3. Content Quality & Structure | Aspect | What to Check | Why It Matters | |--------|--------------|----------------| | Clarity & Tone | Is the copy clear, concise, and written in a tone appropriate for the target audience? | Good copy builds credibility and encourages action. | | Headings Hierarchy | Do H1‑H6 tags follow a logical hierarchy (single H1 per page, H2 for main sections, H3 for subsections, etc.)? | Helps both readers and search engines understand the page structure. | | Keyword Usage | Are primary keywords naturally integrated in titles, headings, and body copy without keyword stuffing? | Supports SEO while maintaining readability. | | Value‑Added Content | Does the site offer blog posts, guides, case studies, or FAQs that answer user questions? | Improves SEO and establishes authority. | | Freshness | Are dates displayed for blog posts or news items? How recent is the latest content? | Fresh content signals relevance to both users and search engines. | | Multimedia | Are videos, infographics, or podcasts embedded where relevant, and do they load efficiently? | Engages users and can increase dwell time. | Quick Test
Pick a service or product page. Read the copy. Does it answer the “who, what, why, how” questions in under 300 words? Are there any grammar or spelling errors?
4. Technical Performance | Metric | Tool (Free) | Acceptable Benchmark | |--------|-------------|----------------------| | Page Load Time (First Contentful Paint) | Google PageSpeed Insights / GTmetrix | < 2 seconds (desktop), < 3 seconds (mobile) | | Total Blocking Time | Lighthouse | < 300 ms | | Largest Contentful Paint (LCP) | Lighthouse | ≤ 2.5 seconds | | Cumulative Layout Shift (CLS) | Lighthouse | < 0.1 | | Time to Interactive (TTI) | Lighthouse | < 5 seconds | Quick Test | Consistency builds trust and reinforces brand identity
Paste the homepage URL into https://pagespeed.web.dev/ and note the overall score (out of 100) and the specific recommendations (e.g., “Serve images in next‑gen formats”).
5. SEO Fundamentals | SEO Element | What to Verify | Why It Matters | |------------|----------------|----------------| | Title Tag | Unique, ≤ 60 characters, includes primary keyword. | Influences click‑through rate in SERPs. | | Meta Description | Unique, ≤ 160 characters, compelling call‑to‑action. | Improves CTR and gives a concise summary. | | Canonical Tags | Present on each page, pointing to the preferred URL version. | Prevents duplicate‑content issues. | | Robots.txt | Exists, does not unintentionally block important resources. | Controls crawler access. | | XML Sitemap | Submitted to Google Search Console, updates automatically. | Helps search engines discover all pages. | | Structured Data | Uses schema.org markup (e.g., Organization, Breadcrumb, FAQ). | Enables rich snippets in search results. | | Internal Linking | Logical linking between related pages, using descriptive anchor text. | Distributes link equity and helps crawl depth. | | Backlink Profile | (If you have access to tools like Ahrefs/SEMrush) – check for quality, relevance, and anchor text diversity. | External links are a major ranking factor. | Quick Test
View source ( Ctrl+U ) and search for <title> , <meta name="description"> , and <link rel="canonical"> . Confirm they are present and appropriate. | Strong branding improves recall and professionalism
6. Accessibility (WCAG 2.1 AA) | Check | How to Test | Pass Criteria | |-------|-------------|---------------| | Alt Text for Images | Use a screen‑reader plugin (e.g., axe, Wave) or inspect <img> tags. | Every meaningful image has a concise alt attribute. | | Keyboard Navigation | Tab through the site. All interactive elements should be reachable and focus‑visible. | No element is “trapped” or invisible when focused. | | Color Contrast | Use contrast checkers (e.g., WebAIM Contrast Checker). | Text/background contrast ratio ≥ 4.5:1 (normal text). | | ARIA Landmarks | Inspect for role="navigation" , role="main" , etc. | Proper landmarks aid screen‑reader users. | | Form Labels | Each <input> should have an associated <label> (or aria-label ). | Improves form usability for assistive tech. | | Skip Links | Presence of “Skip to main content” link at the top of the page. | Allows users to bypass repetitive navigation. | Quick Test
Open the site in Chrome, open DevTools → Lighthouse → Accessibility. Run the audit and note the score and any major failures.
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