Is your website helping customers decide—or creating more uncertainty?
A website should do more than prove that a business exists.
It should help prospective customers understand the business, recognize its value, trust its ability, and determine what to do next.
This checklist evaluates the customer-facing experience. It does not provide instructions for choosing software or rebuilding the website independently.
Answer each item using: Yes, Somewhat, No, or Not sure.
Immediate Clarity
A new visitor can understand what the business provides within several seconds.
The website clearly identifies the customers the business serves.
The main message focuses on a customer problem or desired outcome.
The most important information is easy to locate.
Customer Credibility
The website presents the business professionally and consistently.
The business provides credible evidence of experience or capability.
Important business and contact information is easy to verify.
Visible Proof
Customers can find appropriate examples, testimonials, credentials, or other forms of proof.
The proof is specific and relevant to the customer's decision.
The website avoids vague claims that could apply to almost any business.
Confidence in the Business
The website avoids outdated, conflicting, or incomplete information.
The presentation communicates that the business is capable and prepared.
A new customer can feel safe taking the next step based on the website alone.
The Next Step
The website gives visitors a clear primary action.
Visitors understand what will happen after taking that action.
The website does not present too many competing actions at the same time.
Customers can express interest without completing an unnecessarily difficult process.
Consistency
The online experience matches the level of service the business promises.
The website is easy to read on a phone.
The content is organized in a logical order.
The website answers the questions customers commonly ask before purchasing.