Start with the customer’s decision
Identify what someone should understand or do after reading. A service page needs enough information to judge fit; a how-to guide needs enough detail to complete its task. Repetition of the target phrase does not fill an information gap.
Check the page in this order
Use Pass, Needs work or Not applicable for each row. Add the observation next to the rating; a checklist without evidence is difficult to act on.
| Check | What to record |
|---|---|
| Availability | The intended URL loads and its preferred address is consistent |
| Title and heading | Both identify the service and match the content |
| Opening explanation | Who the service helps, what it includes and where it is available |
| Business evidence | Approved details, original examples and accurate limitations |
| Internal links | Relevant routes into this page and useful next steps out |
| Images | Relevant imagery with meaningful alternatives where needed |
| Enquiry path | A usable form or contact method with a working response |
| Mobile reading | Legible text, usable controls and no clipped information |
Worked example: an unclear service page
Illustrative example, not a client result: a page headed ‘Our Solutions’ describes several unrelated services and ends with a generic contact link. Choose the service the page should explain, use its name in the heading, describe inclusions and exclusions, then link to the appropriate enquiry step. Move genuinely separate services to their own useful destinations.
Verify after publication
Reopen the final URL, compare its rendered title and heading with the brief, follow its links and check the enquiry path. Record the release date before reviewing later search or lead observations. Keep business results separate from the fact that an edit was published.