How Does Your Website Compare? A Simple Checklist for Small Businesses

Ever wonder why some websites just work? They pull you in, answer your questions, and make taking action easy. Meanwhile, others? Confusing, slow, and frustrating.

Your website falls into one of these two categories. The good news? You can fix what’s not working. This checklist will help you compare your site to competitors and find ways to improve. No special skills needed. Just 30 minutes and a critical eye.

Preparing for Your Website Comparison

Before you start, figure out who you’re up against. Google your industry and location—“best bakeries in [your city]” or “top accountants near me.” Check out the top results. These are your benchmarks. Take notes on their homepage, layout, and key features. What stands out? What do they do better than you?

How Does Your Website Compare?

Here’s the checklist to evaluate your website against your competitors.

Your Website’s First Impression

First impressions matter. Visitors decide within seconds whether to stay or leave. What do they see first? Your site should load fast, look clean, and be easy to navigate. If not, you’re losing potential customers before they even explore what you offer. What do they see first? Your site should load fast, look clean, and be easy to navigate. If not, you’re losing potential customers before they even explore what you offer.

• Loading Speed: A slow website drives users away. Use a tool like Google PageSpeed Insights (free) to check loading times on desktop and mobile. If it’s sluggish, consider optimizing images, reducing plugins, or upgrading hosting.
• Mobile-Friendliness: More than half of web traffic comes from mobile devices. If your site isn’t responsive, you’re missing out. Open your website on a phone—can you navigate easily? Are buttons large enough to tap? If not, it’s time for adjustments.
• Website Design: Does your site look professional? If it’s cluttered or outdated, visitors may assume your business is too. A clean, modern design builds trust and keeps users engaged.
• Ease of Navigation: Is your website easy to explore? Users should be able to find what they need without frustration. Your menu should be simple, well-organized, and intuitive. If visitors struggle to locate key pages, they’ll leave. Test it yourself—can you reach your most important content in just a few clicks? If not, it’s time to streamline.

Is Your Content Doing Its Job?

Your content should clearly explain what you do, why it matters, and what visitors should do next. If people land on your site and still have questions, something is off.

• Homepage Messaging: Your homepage should immediately communicate your value. In a sentence or two, make it clear who you are and what you offer. If visitors have to dig for this information, they won’t stick around.
• Product/Service Information: Your product or service pages should provide the right level of detail. Can users find pricing, descriptions, and images easily? If they need to contact you just to get basic information, they may move on to a competitor instead.
• Blog/News Section: A blog or news section adds credibility and helps with SEO, but only if it’s updated. If your last post was two years ago, it might be doing more harm than good. Fresh content shows visitors (and Google) that your business is active and engaged.
• Call to Actions (CTAs): CTAs are crucial. Every page should have a clear next step—whether it’s “Contact Us,” “Buy Now,” or “Get a Quote.” If users don’t know what to do next, they’re more likely to leave.

Do You Look Trustworthy?

People won’t buy from you if they don’t trust you. Your site should build credibility with real customer reviews, professional certifications, and social proof.

• Reviews and Testimonials: Showcasing testimonials is a simple but powerful way to establish trust. Positive feedback from past customers reassures new visitors. If you don’t have reviews on your site, start collecting them.
• Professional Accreditations: Displaying industry certifications and awards can also help. If you have credentials that set you apart, make them visible.
• Social Proof: Like media mentions, featured articles, or a strong social media presence, social proof adds another layer of credibility. If reputable sources have recognized your business, highlight that on your site.

Is It Easy to Contact You?

If visitors struggle to reach you, they’ll move on. Make sure your contact information is easy to find. Your phone number, email, and physical address (if applicable) should be visible on every page, ideally in the header or footer.

If you have a brick-and-mortar location, display business hours clearly. No one wants to guess whether you’re open.

Live chat can be a game-changer. If visitors have questions, a quick chat option can turn them into customers before they leave your site.

Bonus: Stand Out from Competitors

These elements can set your website apart from the competition.

• Online Booking/Scheduling: Online booking is essential if you offer appointments. Customers appreciate the convenience of scheduling without making a phone call.
• Resource Library: Providing FAQs, guides, or tutorial videos keeps visitors engaged and positions you as an authority in your field.
• Special Offers: & Discounts: If you run promotions, make sure they’re easy to find on your site. Deals can attract new customers and encourage repeat business.

Time to Take Action

Once you’ve compared your site to competitors, it’s time to make improvements.

1. Prioritize Fixes
   Identify the biggest problems first. What’s driving visitors away?
2. Plan Updates
   Break changes into manageable steps.
3. Test Before Publishing
   A staging site lets you experiment without breaking your live site.
4. Get Help if Needed
   Some updates may require professional assistance.

Your website is your digital storefront. It should attract visitors, keep them engaged, and convert them into customers. If it’s not doing that, it’s time for a change.

Small tweaks can make a big impact. Fix the issues holding you back, improve the user experience, and turn your site into a powerful business tool. Need help? Let’s talk. A few strategic updates could be the difference between a visitor bouncing or buying.