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Page checklist

Homepage UX checklist

Your homepage has a few seconds to answer three questions: what is this, is it for me, and what do I do next. These are the checks we run on every homepage.

If you only do three things

  1. Read your headline out loud to someone who doesn't know your business. If they can't say what you do, rewrite it.
  2. Make sure there's one obvious next step on the first screen, on desktop and on a phone.
  3. Put real proof near the top: reviews, client names or numbers you can back up.

Checks written for homepages (18)

Your wordsPeople can't tell what you do at a glancePeople decide in seconds if they're in the right place. If your headline doesn't say what you do, many will leave.Your wordsVisitors can't tell if you're for themPeople look for signs they're in the right place. If you don't say who you help, the right customers may not stay.Your wordsThe line under your headline doesn't tell people moreThis line is your second chance to keep people reading. If it repeats the headline, that chance is wasted.Your wordsYour headline is too long to take in quicklyPeople only glance at headlines. A long one gets skimmed and your main point gets lost.Your wordsThe top of your page doesn't tell people anythingIf people only see a picture or a slogan, they have to work out whether to stay. Many won't bother.Your wordsYour page doesn't say why someone should pick youIf your page could belong to any competitor, people have no reason to choose you over the next search result.Your wordsPeople's usual questions and worries aren't answeredUnanswered worries about cost, timing or fit are a common reason people don't get in touch.Your wordsPeople can't see what you chargeMany people want a rough price before they get in touch. Without one, some will go to a competitor who shows it.Your wordsPeople can't tell if you cover their areaLocal customers check first whether you cover them. If they can't tell quickly, they'll call someone else.TrustThere are no reviews or recommendations on your pagePeople want to see that others chose you and were happy. Without that, many will pick someone who shows it.TrustThere's no Google or Trustpilot rating on your pagePeople trust a rating from Google or Trustpilot more than reviews you picked yourself. Without one, your praise is easier to doubt.TrustYour address and opening hours are missingLocal customers check where you are and when you're open before calling or visiting. Missing details can also hurt how you show up on Google.TrustPeople can't check you're registered or insuredPeople often look for Gas Safe, NICEIC or TrustMark before calling a tradesperson. The law also requires gas work to be done by a Gas Safe engineer.TrustPeople can't see what your software looks likePeople want to see what they're getting before they sign up. Drawings and graphics don't show them.Easy to useToo many buttons, so people don't know which oneWhen everything looks equally important, people hesitate. Fewer of them get in touch.Easy to useYour product lists leave out prices or key detailsShoppers compare products in the list. If prices or details are missing, they must open each one, and many won't.Look and feelYour page is too long to take inWhen several sections say the same thing, people get tired and miss the parts that would win them over.Look and feelYour main photo doesn't show what you doThe photo at the top of your page is the first thing people see. A generic image wastes the chance to show what you offer.

General checks that matter most here (39)

Your wordsYour page lists features, not what customers getPeople pay for results, not features. If they can't see what's in it for them, they're less likely to get in touch.Your wordsBuzzwords make your claims harder to believeWords like 'cutting-edge' and 'world-class' get skipped over, and they make people trust what you say less.Your wordsYour page talks about you, not your customersPeople care about their own problem. If every line starts with 'we', they have to work out what it means for them.Your wordsYour claims are too vague to convince peoplePeople believe specific claims more than vague ones. 'Lots of happy customers' says less than a real number.Your wordsYour numbers don't say where they come fromNumbers without a source can look made up. Saying where they come from makes people trust them.Your wordsYour FAQ skips the questions buyers really askAn FAQ only helps if it covers what people want to know before buying, like price, refunds and timings.Your wordsYour product names mean nothing to newcomersNew visitors don't know your own product names. If they can't tell what something does, they skip it.Your wordsYour buttons don't say what happens nextPeople are more likely to click when they know what they'll get. 'Submit' or 'Learn more' leaves them guessing.Your wordsNothing near your main button puts people at easeA short reassurance by the button can be what makes someone go ahead and get in touch.Your wordsLinks say 'read more' but not what aboutVague links are harder to skim, and people using screen readers can't tell where each link goes.Your wordsYour menu uses words customers wouldn't usePeople look for words that match what they want. Vague menu labels make them guess, and some give up.TrustYour reviews are hidden far down the pagePeople have doubts just before they get in touch or buy. Reviews tucked away at the bottom won't reassure them then.TrustYour reviews don't say who wrote themA quote from 'J.S.' could have been written by anyone, so people are less likely to believe it.TrustYour reviews are too vague to convince anyone'Great service!' tells people nothing. Reviews that mention a real job or result are far more convincing.TrustYour reviews look too perfect to be realWhen every review is five stars and sounds the same, people suspect they're fake and trust you less.TrustYour client logos don't say what you didLogos only help if people recognise them and know how you worked together. Otherwise they're just decoration.TrustThere are no examples of your work or resultsPeople want to see what you've done for someone like them before they get in touch. Without examples, many won't.TrustYour awards and memberships aren't shownBadges from trade bodies, awards or the press are quick proof you're the real deal, especially for trades and professional services.TrustYour reviews look old or have no datesRecent reviews show you're still trading and still good. Old or undated ones make people wonder.Easy to usePeople can't see what to do nextPeople ready to get in touch shouldn't have to hunt for how. If they can't see a next step, many will leave.Easy to useOn long pages, your button is out of reachPeople make up their minds at different points. If the button isn't nearby when they do, some won't bother.Easy to usePeople must do too much before getting anything backEvery extra step or question loses some people before they get in touch.Easy to useYour menu has too many links to scan easilyA long menu is hard to read quickly, so people miss the pages that matter most.Easy to useYour menu doesn't link to services, prices or contactMost visitors look for what you do, what it costs and how to reach you. If they can't find them, they leave.Easy to usePeople can't easily search your siteOn sites with lots of products or articles, many people go straight to search. If it's hidden, some give up.Easy to useYour main message changes before people can read itMost people only see the first slide. Anything on the others is likely missed.Easy to useOn phones, everything useful is hidden behind the menuFewer people open a hidden menu. If your main button is in there, you're likely losing enquiries.Easy to useOn phones, your headline is pushed out of sightA phone screen is small. If a big image or awkward layout fills it, people don't see what you do.Easy to usePeople on phones can't call you with one tapLocal customers on phones often want to ring straight away. If they can't, some will call someone else.Easy to useParts of your page look broken on phonesOverlapping or cut-off content makes your business look careless, and people may struggle to use the page.Easy to usePeople don't realise they can swipe for moreIf nothing hints at more off to the side, people don't swipe and miss what's there.Look and feelNothing on your page stands out firstWhen everything looks equally important, people don't know where to look. They skim, miss your main point and may leave.Look and feelYour main button is easy to missIf people can't spot the button to get in touch or buy, fewer of them will. Some will leave without doing anything.Look and feelPeople can't tell what they can clickIf buttons and links look like plain text, people miss them. Some click things that do nothing and give up.Easy to useButtons are too small to tap on phonesSmall or crowded buttons cause mis-taps, which frustrates everyone and shuts out people with shaky hands.Easy to useYour page shows up tiny on phonesPhones show a shrunken version of your desktop page, so people have to pinch and zoom. Many will leave instead.Easy to useYour page slides sideways on phonesWhen the page is wider than the screen it feels broken, and people may lose trust or leave.Easy to useThere's no button at the top of your pagePeople ready to get in touch need something to tap straight away. Without it, some will leave.Easy to useSome links lead to missing pagesDead ends frustrate people and make your business look neglected.

Checklists for other pages

Check your homepage automatically

AgoraScan runs these checks on your page in about 2 minutes, with screenshots of anything it finds. The first scan is free.

Free. No account or card needed. Results in about 2 minutes.