Ultimate Website Checklist 2019: All Features of a Successful Website at One Glance [+ Free PDF]

Last updated:

Below, you’ll find an infographic with all the checkpoints at one glance. But, although it’s fun to look at, this format isn’t practical if you want to actually use this checklist. To comfortably review your website with this checklist, download its handy PDF version that contains additional information and checkboxes you can cross to mark your progress.

Website Checklist PDF 2018

Download PDF Grab this checklist as a handy PDF!

It has bigger letters, additional information and check boxes.

Get Traffic to Your Website

The best product in the world is worth nothing if no one knows about it. The following paragraphs will show you the ways to get traffic to your website.

Organic search

Keyword optimization

☐ Target only one keyword per page

☐ Use words that are semantically linked to the keyword

☐ Use keyword in:

  • URL
  • Meta title
  • Meta description:
    • Between 50 and 300 characters
    • Unique for all pieces of content
    • Address customers’ problem
    • Present your solution
    • Highlight outcome
  • Beginning of the post
  • Throughout the text where it sounds naturally
  • Subheadings
  • Images:
    • Image file names
    • Image titles
    • ALT tags of images

Download PDF Grab this checklist as a handy PDF!

Compact printable format. Easy to use to review your website.

Local SEO

☐ Name / address / phone number:

  • Consistent across the web
  • In footer of your website

☐ Set up business listing on:

☐ Create citations on:

☐ Use Google Category as a keyword for your homepage

☐ Use {keyword} + {city} on pages/posts


☐ As short as possible

☐ Use “-” not “_” between the words

Tip: If your url is “mywebsite.com/photoshop_tutorials” search engines see it as “mywebsite.com/photoshoptutorials”, and you lose your keywords in the url.

Enticing headline

☐ Clear benefit

☐ Solve a problem

☐ Ignite curiosity

Tip: An enticing headline increases the click-through rate (CTR, the number of times people click on a link vs the number of people who saw it), which is a search ranking factor.


☐ Guest posting

☐ Outreach

Tip: Together with quality content optimized for the keywords, quality backlinks are the second major ranking factor. Developing a link acquisition strategy that works is bloody difficult not easy, especially if you are a small businesses owner or a solopreneur, and depends on your particular situation. This honest and detailed article on modern link acquisition tactics that work should help you decide on a strategy that fits your business most.

SEO “don’t”s

☐ Duplicate content / meta titles / meta descriptions

☐ Optimizing more than one page for the same keyword

☐ Keyword stuffing

☐ Buying links

Social networks

Social Profiles

☐ “Follow me” buttons on the website

☐ Active profiles:

  • Facebook
  • Twitter
  • Google+
  • Pinterest
  • Instagram
  • LinkedIn, etc.

Tip: You don’t have to be on every possible social network out there. These are just the most popular examples. And as dump-and-run strategy won’t grow you a loyal following, it’s better to select a couple of networks where you think your target audience spend time and focus your efforts on consistently posting relevant content and interacting with others.

☐ Profiles visually similar across all social networks:

  • Profile image
  • Cover image
  • Name
  • Handle
  • Description:
    • Make it clear and to the point
    • Link to homepage / landing page
    • Add call to action
    • Integrate keywords

Maximize engagement

☐ Make your content easy for others to share:

  • Prominent share buttons
  • Default message not empty
  • “Click to tweet” buttons within blog posts

☐ Featured image optimized for sharing:

  • Attention-grabbing
  • Suitable dimensions
  • Readable text (if any)
  • Branded

☐ Use twitter cards

☐ Use Facebook open graph

Tip: When you use Twitter cards and Facebook open graph, Twitter and Facebook will automatically display the featured image when your posts get shared on social networks. Posts that include images are more noticeable. For example, tweets with images double your chances of engagement. On Facebook, image posts get 179% more interaction than an average Facebook post.

Paid Traffic

☐ Google AdWords

☐ Facebook Ads

☐ LinkedIn Ads

☐ Twitter Ads, etc.

The most popular platforms for PPC campaign among small businesses are Facebook ads and Google AdWords. Yet, they are very different. This article will help you decide which one will suit your business better: “Which one is better, Facebook Ads or Google AdWords?”.

Tip: Paying for traffic is not something you *must* do to make your website successful. But it’s a good idea to invest $100 to test a crucial landing page and optimize it for the highest conversion before promoting it.

Measure your efforts

☐ Set up Google Analytics

☐ Set up Google Search Console (former Webmaster Tools)

Download PDF Grab this checklist as a handy PDF!

Compact printable format. Easy to use to review your website.

Step 1: Summary

Website Checklist 2017, Part 1: Get Visitors to Your Website

Feel free to share this image on your site!

Make a Great First Impression

You got people over to your site. Now, you have just a couple of seconds to make them stay. The points listed in the next paragraphs have you covered.

Flawless user experience

☐ Fast website loading speed:

  • Use good website host
  • Optimize images
  • Reduce number of plugins
  • Enable browser caching
  • Enable compression (gzip)
  • Minify resources
  • Simplify website design:
    • Reduce number of elements on a page
    • Use CSS instead of images where possible
    • Combine multiple style sheets in one
    • Reduce number of scripts
    • Put scripts at the bottom of the page

Tip: To get a general idea whether you need to optimize your site’s load speed (especially the images) check your website with Google PageSpeed Insights. For more detailed list of the issues with your load speed, check your website with GTMetrix.com.

☐ No broken links/error messages

☐ Design:

  • Visually appealing
  • Mobile-friendly
  • Responsive
  • Add a favicon

☐ No interruptions:

  • No autoplay of video / audio
  • Reduce number of ads
  • Use pop-ups wisely:
    • Don’t use intrusive pop-ups on mobile
    • Make sure you are not interrupting your visitors before they reach their goal

Tip: Site speed is a major ranking factor. And although Google says that user experience is an implicit ranking factor only on mobile devices, it plays a major role in natural shares and distribution (think backlinks!) your content will get.

Content Presentation

☐ Everything’s easy to read:

  • Unobtrusive background
  • Appropriate font types and sizes
  • High contrast between font and background
  • Links visually stand out
  • Post text is well-formatted and scannable:
    • Headings
    • Short paragraphs
    • Text highlights (bold, italic, etc.)
    • Lists / bullet points
    • Visually prominent quotes

☐ Use visuals:

  • Images
  • Video
  • Slide share

Tip: Don’t overdo it. Too many images, whole paragraphs of highlighted text and endless bullet point lists achieve the opposite and make your visitors leave.

Content Quality

☐ Correct grammar and spelling

☐ Grab attention from the start

☐ Deliver what you promised in your title

☐ Solve problems of your target audience

☐ Avoid jargon

☐ Show your personality

☐ Support your claims with evidence:

  • Research
  • Examples
  • Expert quotes
  • Other articles on the topic written by experts

Tip: Even if you are a nobody in your niche (for now) you can make your writing sound authoritative by borrowing the authority from others and supporting your claims with existing evidence.

Download PDF Grab this checklist as a handy PDF!

Compact printable format. Easy to use to review your website.

Step 2: Summary

Website Checklist 2107, Part 2: Make a Great First Impression

Feel free to share this image on your site!

Get Them to Know, Like and Trust You

Great! You were able to impress your visitors. Now they want to find out more about you and your product. The following paragraphs show you how to reinforce that first impression and get your visitors to know, like and trust you.

Reinforce great first impression


☐ Should answer these questions:

  • Who are you?
  • What do you do?
  • For whom?
  • What’s in it for them?

Tip: Your homepage can be the prettiest in the world. But if it fails to instantly tell people what it is that you do and how it helps them, they will leave faster than you can blink.

☐ Should include:

  • Logo:
    • Unique and original
    • Stands out
    • Displays company name clearly
    • Positioned top-left
  • Links to homepage
  • Photo of you / your team
  • Navigation
  • Headline
  • Call to action
  • Introduction
  • List of features / Benefits
  • Subscription form
  • Social proof:
    • Testimonials
    • Client logos
    • Certifications
    • Awards
    • Statistics

Tip: Not all of these points have to be in your footer, of course. Just select the most relevant for you and your business. But whatever you do, don’t leave it empty. Make that precious space at the end of every page work for you.

About page

☐ Quick intro

☐ Your mission

☐ Show your personality:

  • Likable
  • Relatable

☐ Credibility enhancers:

  • Awards
  • Qualifications
  • Work samples

☐ Call to action

Tip: Although your “About” page should provide more information about you than any other page, it still should be mainly about your audience.

Engage your audience

☐ Allow comments

☐ Don’t leave comments unanswered

☐ Ask questions at the end of your posts

Encourage to discover more content


☐ Link in navigation menu

☐ Posts:

  • “Related posts” section
  • Internal links to other posts / pages:
    • Use them where they add value
    • Use keyword for post / page you are linking to in the link text
  • Author’s box:
    • Short bio
    • Links to social profiles

Tip: Your Blog page is one of the most visited pages on your website. Go beyond a typical blogroll and offer your readers a better possibility to discover relevant content, for example, by telling them what you blog about or listing several post categories.

Email subscription

☐ Set up an email sequence

☐ Opt-in form:

  • On every page
  • Set the expectations on what you share via email and how often
  • Highlight the benefits
  • Minimize number of fields

☐ Email Newsletter:

  • Regular
  • Relevant
  • Write enticing subject line
  • Proper “reply-to” address
  • Proper “from” name
  • Focus on helping, not selling
  • Check how it looks on mobile
  • Before sending, check spam score

Tip: Use Mail-tester.com to check whether your email will reach your subscribers or will be automatically filtered out as SPAM. This free tool also shows you the exact issues with your email.


☐ Descriptive

☐ Intuitive

☐ Clear:

  • About
  • Services
  • Pricing
  • Blog
  • Books / Courses
  • Contact
  • Search bar

☐ Mouse pointer changes on clickable links

Download PDF Grab this checklist as a handy PDF!

Compact printable format. Easy to use to review your website.

Step 3: Summary

Website Checklist 2017, Part 3: Get People to Know, Like and Trust You

Feel free to share this image on your site!

Make a Sale

The moment you’ve been waiting for has come. Your visitors know, like and trust you. Now they won’t mind if you start marketing to them sending them your offer. The following paragraphs will show you how to make your offer irresistible and close the sale.

Service / Product page

☐ Text:

  • Grab reader’s attention
  • Get to the point quickly
  • Answer frequently asked questions
  • Address and eliminate possible objections
  • Use short sentences whenever possible
  • Avoid jargon
  • Add social sharing buttons
  • Unique value proposition:
    • Expose reader’s need
    • Demonstrate importance
    • Tell what’s in for them
    • Focus on benefits, not features
    • State features clearly
    • Justify conversion

☐ Visual presentation:

  • What’s important is prominent
  • Logically related elements also visually related
  • Clearly defined page areas
  • Clickable elements are obvious
  • Minimize distractions

☐ Credibility enhancers:

  • Awards
  • Client logos
  • Personal information protection
  • Testimonials:
    • Believable
    • Using full names and images
    • Reinforcing unique value proposition
    • Using data behind the value service / product delivers
    • Addresses fears and explains how they were eliminated

Tip: “This is great!” is not a great testimonial. Check out this article for some examples of truly great testimonials.

☐ Call to action:

  • One per page
  • Visually prominent
  • Clear
  • Compelling

Tip: If nobody is clicking on your otherwise perfect call-to-action button, try burying it further down the page. Your visitors might need more information before making a commitment.

Easy conversion process

☐ Minimize number of steps to reach the goal

☐ Prominent link to Contact / Services page

☐ Form inputs:

  • Easy to use
  • Ask only for the necessary information

☐ Prominent call to action

☐ Secure your site with HTTPS

Three main reasons to switch to HTTPS:

  • According to research, over 80% of the users would abandon a purchase if a site isn’t using HTTPS.
  • Google already displays a “this site is not secure” warning in Chrome browser for all HTTP sites that require users to input passwords or credit card information. Soon this warning will be even more prominent and hit all HTTP sites with no exceptions.
  • Sites with HTTPS are given preference in search rankings.

Make it easy to contact you

☐ Use contact form instead of email address

☐ Link to Contact page from navigation

☐ Link to Contact page from footer

☐ List a phone number

Step 4: Summary

Feel free to share this image on your site!

Did I miss anything?

What do you think? Will this checklist be able to help you and your business website? Did I forget to include an important point? Let me know in the comments. I’d love to hear your thoughts!

Download PDF Grab this checklist as a handy PDF!

Compact printable format. Easy to use to review your website.


Leave a Reply

Your email address will not be published. Required fields are marked *

  1. Gill – this is a great post. I love the detail to the checklist. However, I do have one question: Looks like the Download PDF buttons are just working as anchor links. Anyway, I could get the link to the PDF?

    1. Hi Bart,

      Oh no… Thank you so much for pointing that out! Not sure why the buttons stopped working. I fixed them now. Could you please try to download the PDF again and tell me if it works out?



  2. Thanks Gill. I loved this checklist. So, I downloaded it. I follow most of the tips that you mentioned. But my posts are not getting big search engine traffic. Because, my domain authority is not too high. Which is the best way to increase my domain authority?

    1. Hi Nirmal. Glad you found this checklist useful.

      Building up domain authority takes time and won’t happen overnight. The main thing that increases domain authority is quality backlinks to your site from the reputable sites in your niche. Also, you should check for the toxic links from other sites to yours and disavow them.

      Hope this helps.

  3. This is a fantastic overview. I will use it as a reference for sure.

    For a well established site, is not a quick and easy decision to switch to HTTPS. There are some pros and cons needs to be considered. In many cases there are bigger SEO issues with websites than not having SSL.

    For a private, non-business site, even for a freelancer HTTPS is not a major issue. Your site for example is not secure, but nothing is wrong with that fact. However, a company website should use it. For ecommerce sites it is a must, no exceptions or excuses.

    1. Hi there, Z. Glad to hear you found my checklist useful.

      If you are an experienced website owner, I would even recommend taking it to a next level and use a mind map version of this list (also a free download you can find here: https://gillandrews.com/website-review-checklist/).

      Re HTTPS:

      I wish it was a choice, but, unfortunately, as soon as you have a submit form on your website (for example, a “sign up for updates” opt-in) Google will start showing a “not secure” warning for your websites already in October 🙁 It will most certainly have a negative effect on the opt-in rates.

      More details in this article: https://blog.sucuri.net/2017/08/google-warning-text-input-forms-october-https-ssl.html

      Of course, your site may have bigger issues than HTTPS, but if it’s important for you that as many people as possible submit their data through the forms on your website, I strongly recommend switching to HTTPS. I’ll be doing it next weekend, as I use opt-in forms on my website.

    1. Hi Samar. Here’s the author speaking 🙂 Happy to hear you found this useful. If you want to take it to the next level (now or later), I have the same list as a mind map where you can interactively cross off/add and hide/expand the points (I use it myself, because it’s more convenient for advanced users as this PDF).

      It’s also a free download: https://gillandrews.com/website-review-checklist/

      Thanks for stopping by!

    1. Hi Patrick. These are my favorite kinds of comments 🙂 Glad you found it useful.

      By the way, there is another, interactive version of this checklist for the advanced website owners – a mind map that has the same content as this PDF list, but literally lets you cross off & add tasks, track progress and set priorities. You can check it out here (it’s free): https://gillandrews.com/website-review-checklist/