Websites · Checklist
Small business website checklist: 25 must-haves for a site that sells
This is the same list I go through when someone books an assessment. Give it 20 minutes, open your site on your phone and tick off each point. Want the one-minute version? Run the free website audit — it checks a good chunk of this list automatically.
Why use a checklist before rebuilding your site?
Often the problem isn't the design but three or four details: a button that disappears on mobile, a form that lands in an inbox nobody checks, or a title Google can't make sense of. A checklist separates urgent fixes from cosmetic ones, so you don't pay for a new website when fixing the one you have would do. That's why it's organized in six groups, from the most visible to the most technical.
Does your site load fast and work on a phone?
Google indexes and ranks using the mobile version of your site, not the desktop one — and most of your visitors will arrive on a phone anyway. To measure experience, Google uses three Core Web Vitals, with these "good" thresholds measured at the 75th percentile of page loads:
| Metric | What it measures | Good |
|---|---|---|
| LCP (Largest Contentful Paint) | How long the main content takes to appear | 2.5 seconds or less |
| INP (Interaction to Next Paint) | How fast the page responds when you tap something | 200 milliseconds or less |
| CLS (Cumulative Layout Shift) | How much content jumps around while loading | 0.1 or less |
1–5 · Speed and mobile
The 5 technical points visitors feel first
- 1. Passes all three Core Web Vitals on mobile (check PageSpeed Insights or Search Console).
- 2. Images in modern formats (WebP or AVIF) with width and height set, so the layout doesn't shift.
- 3. Text is readable without zooming, and buttons are easy to tap with a thumb.
- 4. Mobile shows the same content as desktop — Google asks for equivalent titles, meta descriptions and structured data.
- 5. Runs on HTTPS with no "not secure" warnings.
6–10 · Message and conversion
Can a visitor tell in 3 seconds what you sell and how to reach you?
- 6. The top of the page says what you do, who it's for and where, in one sentence. No "Welcome to our website."
- 7. One main call to action (get a quote, book, buy) visible without scrolling, and consistent across the page.
- 8. Click-to-call and, if your customers use it, a WhatsApp button with a pre-filled message — essential if you serve Spanish-speaking customers.
- 9. The form asks for the minimum (name and phone or email) and alerts you the moment someone submits it.
- 10. You show prices or at least ranges. Hiding them entirely stops many people from asking at all.
11–15 · Trust
Why would a stranger contact you?
- 11. Real photos of your work, your location or your team — not just stock images.
- 12. Concrete case studies or examples, linked if they're live.
- 13. Genuine, verifiable reviews (for example, from your Google Business Profile). Never fabricated — Google can penalize them.
- 14. Complete, consistent contact details: the same phone number on your site, your profiles and Google.
- 15. An identifiable person behind the business: who you are and why you know your stuff.
16–20 · Technical SEO
Does Google understand what each page is about?
Want to go deeper on this part? Read SEO for service businesses.
- 16. Every page has a unique, descriptive title with your brand at the end — no keyword stuffing.
- 17. Every page has its own meta description and a single H1 that matches the title's topic.
- 18. One page per service (and per industry or city if you serve several), not everything crammed onto the homepage.
- 19. Structured data (JSON-LD) for your business and FAQs, plus sitemap.xml and robots.txt.
- 20. A share image (og:image) and alt text on important images.
21–25 · Tracking and data
Do you know how many clients your site brings in?
- 21. Your site is verified in Google Search Console with your sitemap submitted.
- 22. You track visits and leads (call clicks, WhatsApp clicks, form submissions).
- 23. You know which page each lead came from — a different pre-filled message per page solves it.
- 24. A privacy notice explains what data you collect and why, visible where you collect it.
- 25. The domain, hosting and accounts are in your name, not your web developer's.
How many points should you hit?
There's no official score — this is how I prioritize. Hit 20 or more and your site is in good shape; what's missing is traffic. Between 12 and 19, there are quick fixes that lift inquiries (usually points 6 to 10). Under 12, rebuilding on a solid technical base usually beats patching.
As an example of what I apply: on Textil Judith (a client in Chile), customers search for their school, see the options and request a quote on WhatsApp with a pre-filled message, and there are pages built to show up on Google.
Rather have software check first? Run your site through the free website audit and see what's missing in a minute. If there's more to fix than you'd like, see how I approach website design.
FAQ
Frequently asked questions
How fast should my website load?
Google considers it good when the main content appears in 2.5 seconds or less (LCP), measured at the 75th percentile of page loads, separately for mobile and desktop.
Does Google look at the mobile or desktop version?
Mobile. Google uses the mobile version of your site for indexing and ranking, so content, titles and structured data should be equivalent on both.
Do I need a privacy policy?
If your site collects personal data such as names, phone numbers or emails, you should tell people what you collect and why. In the UK, the ICO says privacy information must be given at the time of collection, in clear and plain language.
Should I put reviews on my website?
Yes, as long as they're real and verifiable. Publishing fake reviews, including in structured data, can get you penalized by Google.
Is there a quick way to check my website?
Yes: Sistema 24's free website audit checks titles, descriptions, structured data, images, HTTPS and other points from this list in about a minute.
Keep reading
Let's talk.
Free 30-minute assessment. I'll tell you honestly whether I can help, what it costs and how long it takes.