The 40-point checklist we audit against.

01 · Performance

Slow sites lose visitors before the pitch. These are the first numbers a prospect sees.

• Homepage loads in under 2.5 seconds on mobile (Largest Contentful Paint)
• No layout shift while the page loads (Cumulative Layout Shift under 0.1)
• Total page weight under 2 MB on key pages
• Images compressed and served in modern formats
• No render-blocking scripts delaying first paint
• Server response time under 600 ms

02 · SEO basics

If Google can't read the site, neither can new customers.

• Every page has a unique, descriptive title tag
• Meta descriptions present and under 160 characters
• One H1 per page, matching the page topic
• Google Business Profile claimed and up to date
• Sitemap submitted and robots.txt not blocking key pages
• No broken internal links or 404 chains

03 · Mobile experience

Most local customers arrive on a phone. The site has to work there first.

• Layout adapts cleanly to a 390 px wide screen
• Tap targets at least 44 px — no mis-taps
• Phone number is tap-to-call, address links to maps
• Forms usable with one thumb, no horizontal scrolling
• Text readable without pinch-zooming

04 · Security & trust

Missing security basics erode trust before the first call.

• Valid SSL certificate, HTTPS everywhere
• HSTS header enabled
• Content-Security-Policy header present
• No exposed admin panels or directory listings
• Contact details and business address visible
• Privacy policy and terms pages exist

05 · Conversion

Traffic without a next step is just a bill. Every page should earn the click.

• One clear call-to-action above the fold
• Quote / booking form reachable within two taps
• Social proof visible: reviews, ratings, or client logos
• Loading states on forms so visitors don't double-submit
• Thank-you confirmation after every form submission