Utah SEO Marketing Blog

Website Usability Checklist

Here is a website usability checklist I recently put together for a shipping company when we were preparing their website to get ready for some PPC traffic from the search engines, hopefully it can be of use to others.

Usability Checklist

1. Current location within the site is shown clearly
2. Link to the site’s main page is clearly identified
3. Easy to use search function is provided, as needed
4. Clear Visual Page Hierarchy
5. Main idea digestible in 3 seconds
6. Clear path to objective
7. Minimal resistance to complete call to action
8. Clear path to contact information
9. In-text links descriptive (not ‘click here’)
10. Links easy to identify in all elements
11. Number of links/buttons under 15
12. Company logo linked
13. Main heading clear & descriptive
14. Critical content ‘above the fold’
15. Bold/Italics used sparingly
16. Main copy specific and concise
17. SEO Friendly URL

Specific Actions

1. Change out page photos to include a descriptive/specific headline
2. Add contact forms to key pages
3. Update Headlines

Headline Examples (current vs. new suggested examples)

1. Mission Critical Shipments
   1. Shipments On-Time 98%
   2. 24/7 Live Monitoring
   3. The Secret to On-Time Shipments
2. Electronics and High Value Specialization
   1. How We Handle Electronic Shipments
   2. Guaranteed Electronic Shipments
   3. Everyone Should Handle Electronic Shipments Like Us
3. Sophisticated Transportation Solutions
   1. Beyond Just Pickup and Delivery
   2. Before Pickup and After Delivery
   3. Need More Than Just Point A to Point B?
4. Value Added Services
   1. What Our Competition Does Not Usually Provide
   2. Extras All Shipping Brokers Should Provide
   3. Extra Shipping Services at No Cost
5. Trade Shows
   1. Stress-Free Trade Show Shipping Solution
   2. The Easy Way to Transport Your Trade Show
   3. Don’t Worry About Your Trade Show Equipment

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