Website Success Checklist: 20-Point Audit for Rankings and Conversions
By Dewi Griffith
This checklist covers the twenty things that matter most for whether your website generates traffic and conversions. Go through each one. Check if your site passes or fails. The ones you fail on are what’s holding you back.
This isn’t a complete technical audit. It’s the practical stuff that actually affects whether people find you on Google and whether they call you once they’re on your site.
Technical Foundation (5 Points)
1
Site has an XML sitemap
Google needs to know which pages exist. Check: Does your site have an XML sitemap? Is it submitted to Google Search Console? If you don’t know, check your homepage for /sitemap.xml
2
Site has schema markup
Schema tells Google what type of content is on your page. Check: Are you using an SEO plugin that generates schema? If using WordPress,
Rank Math generates schema automatically. If not, you need to add it manually.
3
Site loads under 3 seconds
4
Site works properly on mobile
Most traffic is mobile. Your site needs to work on phones. Check: Open your site on a mobile phone. Can you read text without zooming? Can you tap buttons without hitting other things? Are forms usable? If any of these fail, you have a mobile problem.
5
HTTPS is enabled
Google prefers secure sites. Check: Does your homepage URL start with https? (Not just http.) If not, you need an SSL certificate, which most hosts provide for free now.
Homepage and Clarity (4 Points)
6
Homepage clearly states what you do
Visitors should understand what you offer within the first paragraph. Check: Can someone read your homepage headline and immediately understand what problem you solve? Or is it vague and generic?
7
Homepage has a clear call to action
You need to tell people what to do next. Check: Does your homepage have a prominent button or link telling people to contact you, request a quote, or take the next step? Is it easy to find?
8
Service pages are specific, not generic
Each service page should focus on one specific service, not try to cover everything. Check: Do you have separate pages for different services? Or is everything crammed on one page? Separate pages rank better.
9
You clearly state who you serve
Google and visitors both need to know your target audience. Check: Can you clearly identify the type of customer you serve? Is it stated on your homepage? Or is it ambiguous?
Content and Authority (4 Points)
10
You have a blog or content section
You need more than just service pages. Google looks for depth. Check: Do you have articles or blog posts? Or just a homepage and service pages? You need content to rank.
11
Your articles link to each other
Internal linking helps Google understand your site structure. Check: When you read an article, are there links to related articles? Or does each article stand alone? Articles should link to each other naturally.
12
Your content covers your main topic thoroughly
You need topical depth, not scattered random content. Check: Do your articles, pages, and content all relate to your main topic? Or is it all over the place? Everything should connect to your core expertise.
13
You have recent client testimonials or case studies
Trust signals matter. Check: Do you have testimonials from actual clients? Are they recent? Do you have case studies showing before and after results? These build credibility with both Google and visitors.
Conversions and User Experience (4 Points)
14
Contact form is easy to find
Don’t bury your contact options. Check: Is there a clear way to contact you on every page? Or do people have to hunt for the contact form? Make it obvious.
15
Contact form is simple (4 fields or fewer)
Long forms get abandoned. Check: How many fields does your contact form have? If it’s more than four, you’re asking for too much. Start with name, email, message. That’s enough.
16
Your pricing is clear or contact is obvious
People want to know if they can afford you. Check: Can they see pricing? Or at least know how to request a quote? Don’t make them guess.
17
No broken links on your site
Broken links signal neglect. Check: Are all internal links working? Are external links still valid? Test a few random links. If they’re broken, you have a maintenance problem.
Maintenance and Updates (3 Points)
18
Your site is regularly updated
Google likes fresh content. Check: When was your last blog post published? When was your homepage last updated? If it’s been months, you have an update problem. Aim for at least one piece of fresh content per month.
19
Your information is current
Outdated information looks unprofessional. Check: Are your testimonials recent? Is your business info correct? Are phone numbers and addresses current? Update anything that’s stale.
20
You monitor analytics
You need to know what’s working. Check: Do you have Google Analytics set up? Do you check it regularly? Data helps you understand whether changes are having an effect.
How to Use This Checklist
Go through each point. Mark which ones you pass and which ones you fail. The ones you fail on are your roadblocks.
Don’t try to fix everything at once. Prioritise the technical foundation first (points 1-5). Then work on clarity (6-9). Then content (10-13). Then conversions (14-17). Finally, maintenance (18-20).
If you’re failing on most of the technical items, start there. A broken technical foundation makes ranking unlikely. If you’re passing technical but failing on content, that’s your next focus. If you’re passing both but not getting conversions, focus on the conversion section.
What Each Section Means
Technical Foundation: If you’re failing here, Google has difficulty seeing your site properly. These are worth addressing first.
Clarity: If people don’t understand what you do, they won’t call. And neither will Google.
Content: If you don’t have enough content, ranking becomes difficult. Google needs material to evaluate and consider.
Conversions: If you have traffic but no inquiries, these items are why. Remove friction.
Maintenance: Even if everything else is solid, an unmaintained site tends to perform worse over time. Google prefers current sites.
Next steps
Go through the checklist. Find your biggest problems. Start with the technical foundation. Once that’s solid, move to clarity. Once that’s clear, add content.
If you need help identifying what to fix or how to fix it, reach out.
