The High-Performance Website Checklist
The structural, technical and conversion standards a commercial website must meet before you spend a pound on driving traffic to it.
Updated 27 Apr 2026
Positioning above the fold
A visitor should be able to answer three questions within five seconds: what this is, who it is for, and what happens next. Most commercial sites fail on the second.
- One clear statement of what the business does, in the buyer's language.
- An explicit statement of who it is for.
- A single primary action, repeated consistently throughout the page.
Information architecture
Structure the site around what buyers are trying to accomplish, not around your internal org chart. Service pages should map to problems, and every page should have exactly one job.
Technical standards
Performance is a conversion feature. Sites that render meaningful content within 1.5 seconds convert materially better than those that take four, and the gap widens on mobile connections.
- Largest contentful paint under 2.5 seconds on a mid-range mobile device.
- No layout shift after first render.
- Semantic HTML with a single H1 per page.
- Structured data on every commercially important page type.
Conversion mechanics
Reduce the number of decisions required to act. Every additional form field, choice or navigation option between intent and action reduces completion rate measurably.
Measurement readiness
Before launch, confirm that every commercially meaningful action is tracked, that the tracking survives consent choices, and that the numbers reconcile with your CRM. Launching without this means the first three months of data are unusable.
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