Updated: 24 October, 2026
- 1. A clear purpose on the first screen
- 2. Simple navigation
- 3. Speed and stability
- 4. Works well on a phone
- 5. Helpful, honest content
- 6. Easy ways to get in touch
- 7. Accessible to everyone
- 8. Trust and housekeeping
- How to use this checklist
- Frequently asked questions
- Does a great website need to be expensive?
- How often should I update my website?
- Is a website builder good enough?
- How do I know if my site is fast enough?
- Do I need a blog?
What makes a great website? It is not fancy animation or a trendy layout. A great website does its job for the people using it: visitors quickly find what they came for, trust what they see and know what to do next. For a business, that usually means getting in touch, booking or buying.
This checklist is written for owners in Liverpool and Merseyside who want to judge their own site, or a quote for a new one, without needing technical knowledge. Nobody can promise rankings or sales from a website alone, but every item below makes your site easier to use and easier for search engines to understand.
1. A clear purpose on the first screen
Visitors decide quickly whether a page is relevant. Within a few seconds of arriving, someone should be able to tell what you do, who it is for and where you are. A plain headline, a short supporting line and one obvious next step beat a busy page of slogans.
A quick test: show your home page to a friend for five seconds, then ask what the business does. If they cannot say, the page needs simplifying.
2. Simple navigation
Menus should use ordinary words ("Services", "Prices", "Contact") and stay in the same place on every page. Keep the main menu short, and make sure the pages people look for most are no more than a click or two away. A logo that links back to the home page is a convention visitors expect.
3. Speed and stability
Slow or jumpy pages frustrate people. Google's Core Web Vitals set out measurable targets for this: the largest part of the page should load within 2.5 seconds, the page should respond to taps and clicks within 200 milliseconds, and content should not shift around as it loads. You do not need to learn the jargon. Ask whoever builds your site to test it with free tools such as PageSpeed Insights and explain the results in plain language. Common fixes include properly sized images and avoiding unnecessary add-ons.
4. Works well on a phone
Google says it uses the mobile version of a site's content for indexing and ranking, and recommends responsive design, where the same page adapts to the screen. Check your own site on your phone: is the text readable without zooming, are buttons easy to tap, and does the menu work? Our guide to responsive web design explains the idea in plain English.
5. Helpful, honest content
Pages should answer the questions your customers actually ask: what you offer, who it is for, what it costs (or how pricing works), where you work and how to start. Google's guidance on helpful, people-first content suggests asking whether a page gives a complete description of the topic, whether it has spelling or stylistic issues and whether it shows who is behind it. Those are good questions for any business site.
Add real details wherever you can: photos of your own work, genuine reviews and names. Generic stock text could describe any business, and visitors notice.
6. Easy ways to get in touch
Put your phone number, email address and a short contact form where people expect them, and repeat a clear call to action on key pages, for example "Request a quote" or "Book a call". If you have premises, add your address, opening hours and a map. Keep these details consistent with your Google Business Profile. Our guide on why organic digital marketing is important covers how these pieces fit together.
7. Accessible to everyone
An accessible site works for people with visual, hearing, motor or cognitive difficulties, and it is usually easier for everyone. The standard to look at is the Web Content Accessibility Guidelines (WCAG). GOV.UK's guidance says public sector websites must meet accessibility standards and publish an accessibility statement, and it points to WCAG 2.2 for checking. Private businesses are not covered by that particular guidance, but WCAG is still a sensible benchmark. Simple steps include sufficient colour contrast, descriptive text for images, clear headings and forms that work with a keyboard. If you are unsure about your legal duties, speak to a solicitor.
8. Trust and housekeeping
Look for the small things: a privacy policy, clear cookie information if you use non-essential cookies, up-to-date contact details and no broken links or out-of-date offers. Little errors make a business look less careful than it is.
How to use this checklist
Go through the eight points on your own site and note what is missing. Fix the quick wins first, such as unclear wording or missing contact details, then discuss the bigger items with your web designer. If you are thinking of a new site, see how much a website costs and our web design services, or get in touch if you would like to talk it through.
Frequently asked questions
Does a great website need to be expensive?
Not necessarily. What matters is that it is clear, quick, easy to use and kept up to date. Costs depend on how many pages you need and whether you need features like booking or an online shop. Our guide on what a website costs explains the main factors.
How often should I update my website?
Review it at least a few times a year. Check opening hours, prices, contact details and any dates, and add new work or reviews when you have them. Fresh, accurate information matters more than posting on a fixed schedule.
Is a website builder good enough?
For a simple site it can be. The trade-offs are limits on design, features and growth. Our post on what a website builder is helps you weigh it up.
How do I know if my site is fast enough?
Run your address through Google's PageSpeed Insights and look at the Core Web Vitals results, comparing them with the targets on web.dev. If the results are poor, ask your developer what is causing it.
Do I need a blog?
Not every business does. A blog can be useful if you have questions your customers ask often and you can answer them well, but only if you can keep it accurate. A few strong service pages matter more than a neglected blog.
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