How to use the checklist
Work page by page. Start with the homepage, then review service pages, contact information, the footer, booking or quote flows, FAQ content, and business profiles.
Mark each item as clear, unclear, missing, or out of date. Use the notes/action field to record the page, the problem, and the next fix.
Use the downloadable CSV audit sheet if you want a working version with page URL, item, prompt, status, severity, fix type, effort, evidence, acceptance criteria, owner, due date, and notes.
Where to check first
Check the pages customers rely on before adding new content:
- Homepage: business identity, main offer, audience, location or service area, and next step.
- Service pages: what is included, who the service is for, estimate or booking expectations, and proof.
- Contact page, header, and footer: phone, email, form, address or service area, hours, and response expectation.
- FAQ or support pages: policy questions, timelines, guarantees, cancellation rules, payment details, and preparation steps.
- Business profiles: name, category, address, phone number, hours, website URL, and service area.
Google’s business information guidelines are useful when checking whether website details line up with a Google Business Profile.
Add a notes and action column
The four status fields help diagnose the page. The notes field turns the diagnosis into a work plan.
Use it to record:
- The page or profile where the issue appears.
- The exact wording that is confusing or out of date.
- The missing detail that would answer the customer’s question.
- The owner, writer, designer, or operations contact who needs to confirm the fix.
- Whether the change is a quick edit, a page update, or a larger content decision.
Prioritize fixes
Fix first if the issue affects contact, purchase, booking, location, availability, or customer trust. Those gaps create the most friction because they interrupt the customer’s next step.
Use severity to keep the audit practical. High severity blocks contact, booking, purchasing, location, availability, compliance, or trust. Medium severity causes confusion but does not stop the next step. Low severity is cleanup or polish.
Review trust items carefully. Reviews, testimonials, credentials, photos, policies, and guarantees should help a customer understand the business without overstating the claim.
Accessibility belongs in the same review. If important information only appears inside an image, has weak contrast, uses vague links, or sits behind a confusing form, it may technically be on the page but still be hard to use.
Good enough standard
Good enough does not mean perfect. It means a reasonable customer can understand what the business does, decide whether it fits their situation, and take the next step without unnecessary guessing.
When in doubt, add the clearest short answer in the place where the question naturally comes up.