Checklist · Updated 23 October 2026
What should your website do better?
A new website is one possible step. Start with what your business wants to achieve and consider whether improving what you have can get you there.
Use the template
A prioritised list of what to improve or preserve.
Someone who knows the customers, and the person responsible for the website.
See it in practiceFrom a situation to a next step
Illustrative example · not a client case
Visitors land on a service page, but still call to ask whether the business handles that type of work.
- Investigate
Read the page as a first-time visitor. Is it clear who the offer is for, what is delivered and what happens when someone gets in touch? Try the entire contact journey on mobile.
- Try
Make the offer and next step clearer on the existing page. Agree what to observe before and after the change.
- Follow up
Do questions become more relevant, and does the share of visits leading to contact change? Use consistent measurement definitions and comparable periods.
01 / 06
Goals and the current situation
Choose your audience, offer and desired action. Look at which pages and touchpoints already work. Distinguish a wish for a new visual style from specific problems that need solving.
02 / 06
Content that helps customers
Map important customer questions. Keep valuable content, update outdated material and give every page a clear purpose. Use real images, relevant references and substantiated claims.
03 / 06
From visits to effective follow-up
Try the whole journey from landing page to receiving a reply. The form should collect relevant information, provide a clear confirmation and route the enquiry to someone responsible. Test submission errors too.
04 / 06
Search visibility and technical setup
Preserve important URLs. If content moves, use a direct redirect to a relevant destination. Check titles, internal links, mobile layouts, images and loading time. When changing platforms, include attachments and old campaign links.
05 / 06
Compare what matters
Record a baseline before making changes. Use consistent definitions, data sources and comparable periods. Assess traffic and conversion rate alongside enquiry quality and sales. Note changes in advertising, seasonality and your offer.
06 / 06
Ownership and ongoing work
Agree who updates content, maintains the solution and checks the forms. For major changes, back up first, plan a rollback and check the result after publishing.
Agree on a commitment.
One practical improvement is a good place to start. Agree on who will take it forward and when you will review whether it works. The plan is included when you download your notes.
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