Business Website Checklist Help Page

The information shown on this page provides guidance for users of my Free Business Website Checklist Tool.



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Section: Ecommerce
This section looks at the home page of your ecommerce site.


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Does your Ecommerce home page include direct links to your most popular products?

Why it matters

Visitors want to quickly get a feel for the products you sell and easily access your most popular products.

How do I check this?

Check that your site features your most-popular products on the home page of your site with direct links to the relevant product pages


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Does your home page offer direct links to all main product categories?

Why it matters

If you sell more than just a small number of products on your site, it is a good idea to group your products into categories. This can help visitors navigate your site and improve your visibility on Google.

How do I check this?

Check that your main navigation provides direct access to your main product categories and that the category names match the terms your visitors are most likely to be searching for.

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Are all payment options clearly displayed?

Why it matters

Online visitors will feel reassured if they see payment options (e.g. PayPal) that they are familiar with and trust.

How do I check this?

Check that your payment options are clearly displayed on the home page.

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Have you provided a search facility to help visitors find a product?

Why it matters

If you sell many products from your website, it is a good idea to provide a search function that allows visitors to quickly find your products. You will also be able to see which searches visitors performed in Google Analytics and any for which they found no results. This information can be helpful to optimise your pages and even to decide which products to stock.

How do I check this?

Check that your site provides a search function that is clearly displayed on every page.

Helpful Links:
Four reasons why site search is vital for online retailers

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Are your site searches being correctly tracked in Google Analytics?

Why it matters

If you have a search feature on your website, check that all searches are being tracked correctly in Google Analytics.

How do I check this?

Helpful Links:
How to Setup Site Search in Google Analytics

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Do all category pages display product thumbnails and prices?

Why it matters

Your category pages should make it clear to the visitor which products are available within that category. By displaying clear images and prices of products your visitors will be more likely to view the products.

How do I check this?

Check that your category page is displaying thumbnail images of all products in the correct category with pricing information and direct links to the relevant product page.

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Do the links from your navigation menu to the category pages use common search keywords?

Why it matters

The category links in your main navigation should use terms that are obvious to the user and search engines.

How do I check this?

Check that the category links in your main menu provide a clear description of the product category and use terms that visitors are likely to be searching for on Google.

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Have you included some text on the category page to introduce the range?

Why it matters

Including some text on your category pages allows visitors to gain a quick understanding of the range of products on offer. It will also help Google view your category pages as useful to search visitors.

How do I check this?

Check that each category page includes at least 100 words of text that introduces the range of products within that category and includes terms that your visitors are likely to search for on Google.

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Are there options on the category page to filter and sort the products? e.g. by size/type/colour

Why it matters

When a large number of products are included within a category it will help your visitor to find the product more easily if you offer a product filtering function on the category page.

How do I check this?

If your category pages display a large number of products, check that you have provided a filtering feature that allows visitors to limit the products to only those relevant to their needs.

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Do your product names include common search keywords?

Why it matters

Many ecommerce businesses give their products unique names that do not describe the type of product it is. By using product names that include the most common terms visitors use to search for that product, Google will show your products more prominently in the search results. e.g. Instead of naming a product as simply “Ruby”, name it “Ruby black leather jacket”.

How do I check this?

Check that your product names include descriptive terms that match how visitors may search for your products.

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Does the product include a unique description?

Why it matters

Google does not like to rank pages that contain duplicate content. If your product descriptions are similar to others or use a manufacturers description that could be found on several other websites, you may struggle to gain visibility on search engines.

How do I check this?

Check that your product descriptions are unique to that product and not found on any other page on your site or any other website.

Helpful Links:
Duplicate Content Issues

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Is the product's availability displayed on the page?

Why it matters

Your online visitors will want to know whether or not an item is in stock.

How do I check this?

Check that stock availability is clearly displayed on every product page.

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Is the delivery time shown on the page?

Why it matters

Your online visitors will want to know when they are likely to receive the product without having to click a link or move from the page.

How do I check this?

Check that all of your product pages clearly display the speed of delivery.

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Are your shipping costs shown on the page?

Why it matters

Few things frustrate online visitors more than having to go through a checkout process simply to find out the cost of shipping.

How do I check this?

Check that your delivery charges are clearly shown in a prominent position on the product page without the visitor having to click on a link or move away from the page.

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Is your returns policy shown clearly on the page?

Why it matters

Online shoppers like to know that they can return products that are not suitable for their needs. In most countries, it is a legal requirement anyway to offer returns within a certain period. By making your returns policy clear on the product page more visitors will feel inclined to make a purchase.

How do I check this?

Check that your returns policy is clearly displayed on the product page without the visitor having to click on a link or move away from the page.

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Is the 'Add to Basket' button displayed in a contrasting colour?


Why it matters

Visitors’ eyes are drawn towards large buttons shown in a contrasting colour to the rest of the content.

How do I check this?

Check that your “add to basket” button is clearly visible on every product page.

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Are your payment options shown clearly on the page?

Why it matters

Online visitors will want to know what payment options are available before completing the checkout.

How do I check this?

Check that your product pages include prominent icons that display the payment options available.

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Is PayPal offered as a payment option?

Why it matters

Like it or not, online shoppers trust, and are familiar with, PayPal as a payment option. By offering PayPal as a payment option you are likely to generate more sales.

How do I check this?

Check that payment by PayPal is included among your payment options.

Helpful Links:
A third of online shoppers hesitate to buy because of credit card data thefts

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Do you offer a Guest Checkout option?

Why it matters

Some online visitors may feel less inclined to complete the checkout process if they also have to register an account and password. Offering a Guest Checkout can lead to increased conversions.



How do I check this?


Make sure that your checkout page includes a “guest” checkout option so that visitors feel comfortable about completing the buying process.

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Do you offer a 'Continue Shopping' option?

Why it matters

Once a visitor has added a product to the basket, give them an option to continue shopping before they checkout. This will encourage visitors to add to their purchase.



How do I check this?


Check that your basket includes a guest checkout option.

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