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: Landing Pages
Search engines want to show visitors the page on your site that is most relevant to their search. Remember, not every visitor will be entering through your home page.

A landing page is any page on your site (including the home page) through which visitors might first enter. It is important that their first experience of your site provides a positive experience.



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Does your site use any intrusive pop-ups?

Why it matters

Pop-ups that appear when the visitor lands on the page or obscures the page content have been shown to be unpopular with visitors and are likely to create a negative impression. Google will also now penalise websites that show intrusive pop-ups to visitors.

How do I check this?

Check that your site does not use intrusive pop-ups.

Helpful Links:
How Online Visitors Feel about Pop-ups
How Google Will Punish Pop-ups

Video Tutorial:


Do your landing pages use any auto-playing video or audio?

Why it matters

Research has shown that pages that automatically play audio or video reduce engagement and conversions. Many visitors will be browsing your website in an environment where unexpected noise can cause embarrassment.

How do I check this?

Check that your landing pages do not use any auto-playing video or audio.

Helpful Links:
Video Usability Guide

Video Tutorial:


Will visitors understand what your business does within five seconds of landing on the page?

Why it matters

Research has shown that most visitors will make a decision about staying on your website within 3-5 seconds of landing on the page.

How do I check this?

Check that it is immediately clear what all of your landing pages are about and how the visitor can get to the information they are most likely to need.

Helpful Links:
Five Second Website Test

Video Tutorial:


Is there a strap line that sums up the purpose of the business directly beneath the logo?

Why it matters

Visitors will expect to see a simple strapline that conveys the purpose of the business directly beneath the main logo on every page.

How do I check this?

Check that a short strap line appears directly beneath your logo on every page.

Helpful Links:
How to Write a StrapLine

Video Tutorial:


Is your business' Unique Value Proposition displayed clearly and prominently on the landing page?

Why it matters

When visitors arrive at your website from a search engine, such as Google, they will be quickly trying to assess how your products/services are different or better than other similar businesses they may have seen in the search results.

How do I check this?

Check that your key landing pages convey your Unique Value Proposition (UVP) to help visitors establish this difference quickly and easily.

Helpful Links:
How to Create a USP

Video Tutorial:


Are your trust and reputation signals displayed clearly and prominently on the landing page?

Why it matters

Research has shown that online visitors are reluctant to buy from any business that is not a recognisable brand name. Placing Trust Signals in a prominent position on your landing pages can help to overcome some of their concerns.

How do I check this?

Check that your landing pages include prominent trust signals e.g. reviews, testimonials etc. that help the visitor feel reassured.

Helpful Links:
How to build a Trustworthy Website
What Makes Online Visitors Trust a Small Business?

Video Tutorial:


Has text been used sparingly on all landing pages?

Why it matters

Research has shown that visitors are often confused by landing pages that contain a large block of dense text.

How do I check this?

Check that all text-based information is kept to a minimum and only shown when the visitor has clicked on a link to see more detailed information.



Video Tutorial:


Are your business contact details shown in every page header?

Why it matters

Many online visitors will just want to speak to someone at your company to ask questions or make an enquiry about your products/services.

How do I check this?

Make sure that your basic contact details e.g. phone number are clearly visible in the header area of every page.

Video Tutorial:


Is there a clear 'Call to Action' leading to whichever action the visitor is most likely to want to do next?

Why it matters

A Call to Action (CTA) is typically a button or contrasting link that leads the visitor to the action they are most likely to want to take on the page. Research has shown that if you make it simple and clear how online visitors can take that action they will be more likely to do so.

How do I check this?

Check that all of your key landing pages have a clear and visible Call to Action based on the action your visitors are most likely to want to take.

Helpful Links:
How to Create an Effective Call to Action

Video Tutorial:



Are the links to your Social Media profiles clearly displayed on every landing page?

Why it matters

Many online visitors will want to view your social media profiles to get a feel for your interactions with your customers and online community.

How do I check this?

Check that every landing page provides clear and simple links to your profile pages on the social networks that are the most popular with your target market.

Video Tutorial: