1. Positioning and service clarity
- Is the primary service obvious within the first screen?
- Is the ideal customer or use case clear?
- Is the service area stated consistently?
- Can a customer identify a meaningful differentiator?
- Are important exclusions or limitations explained?
2. Pricing and offer structure
- Are prices, starting prices or estimate terms visible?
- Are financing, memberships or payment options explained?
- Are promotions current and specific?
- Are bundles or packages easy to compare?
- Does the offer explain what is included rather than relying on a headline alone?
3. Trust and risk reduction
- Are reviews or testimonials current and attributable?
- Are licenses, certifications or affiliations relevant and verifiable?
- Are warranties or guarantees stated clearly?
- Are team, location and contact details consistent?
- Does the site avoid unsupported superlatives and vague proof?
4. Conversion and contact friction
- Is the next step obvious?
- Can customers call, book or request an estimate on mobile?
- Does the form ask only for information needed at that stage?
- Are response expectations stated?
- Do important calls to action lead to a working destination?
5. Evidence and scoring discipline
Use visible, unclear and not publicly stated as separate outcomes. Add the source URL and research date. Keep facts separate from your interpretation, then rank opportunities by customer relevance, evidence strength and effort.
The checklist is complete when it produces a short decision list. If it only produces a large spreadsheet, the analysis still needs prioritization.