Most website launches go wrong in the same ways: missing meta tags, broken forms, no analytics, images that kill mobile performance, or a contact page that sends emails to nobody.
This checklist covers the 27 things we verify on every project before handing over to a client. Use it before your next launch — whether you built the site yourself or hired someone else to build it.
Section 1: SEO Foundations
1. Every page has a unique title tag (under 60 characters) Title tags are the single most important on-page SEO element. Each page should have a distinct, descriptive title that includes the primary keyword. Don't use the same title on every page.
2. Every page has a unique meta description (under 160 characters) Meta descriptions don't directly affect rankings, but they affect click-through rate from search results. Write them as ad copy — what will make someone click?
3. The H1 tag is present and contains the primary keyword One H1 per page. It should clearly describe what the page is about and include the term you want to rank for.
4. Images have descriptive alt text Alt text helps Google understand images and improves accessibility. "image1.jpg" is not alt text. "Electrician installing consumer unit in Birmingham kitchen" is.
5. The site has a sitemap.xml submitted to Google Search Console A sitemap tells Google which pages exist and when they were last updated. Submit it via Google Search Console on launch day.
6. The site has a robots.txt file Robots.txt tells search engines which pages to crawl and which to ignore. At minimum, it should allow all crawlers and reference your sitemap.
7. Canonical tags are set correctly
If your site is accessible at both www.yourdomain.com and yourdomain.com, one should redirect to the other and canonical tags should point to the preferred version.
8. Schema markup is implemented for the business type LocalBusiness, ProfessionalService, or Organization schema helps Google understand your business and can trigger rich results. This is especially important for local businesses.
Section 2: Performance
9. Google PageSpeed score is 80+ on mobile Test at pagespeed.web.dev. Mobile score matters more than desktop. Below 50 is a ranking problem. Below 70 is a conversion problem.
10. Images are in WebP or AVIF format JPEG and PNG files are 2–5× larger than WebP equivalents. Large images are the most common cause of slow mobile load times. Convert everything.
11. Images have explicit width and height attributes This prevents layout shift (CLS) — the jarring movement of content as images load. It's a Core Web Vitals metric that affects rankings.
12. No render-blocking JavaScript
JavaScript that loads in the <head> without async or defer blocks page rendering. Check the PageSpeed report for "Eliminate render-blocking resources."
13. Fonts are loaded efficiently
Google Fonts loaded via @import in CSS is slow. Use <link rel="preconnect"> and display=swap. Better: use a self-hosted font or a framework like Next.js that handles this automatically.
14. The site loads in under 3 seconds on a 4G connection Use WebPageTest to test from a UK or AU server on a simulated mobile connection. 3 seconds is the threshold where bounce rate increases significantly.
Section 3: Technical
15. HTTPS is enabled and HTTP redirects to HTTPS
Every site should be served over HTTPS. Check that http://yourdomain.com redirects to https://yourdomain.com. Most modern hosts handle this automatically.
16. All internal links work (no 404s) Crawl your site with a tool like Screaming Frog (free up to 500 URLs) or Ahrefs Site Audit. Fix every broken internal link before launch.
17. Forms submit correctly and send to the right email Test every form. Submit a test entry and verify it arrives in the correct inbox. Check spam folders. This sounds obvious — it fails on roughly 30% of sites we audit.
18. The site works on iOS Safari and Android Chrome These are the two most common mobile browsers. Test on a real device, not just a browser emulator. Pay attention to tap target sizes, font rendering, and form inputs.
19. 404 page exists and is helpful A custom 404 page that links back to the homepage (or offers a search) retains users who hit broken links. The default server 404 page loses them.
20. Open Graph tags are set for social sharing When someone shares your URL on LinkedIn, Twitter, or WhatsApp, Open Graph tags control the preview image, title, and description. Without them, the preview is random or blank.
Section 4: Analytics & Tracking
21. Google Analytics 4 is installed and firing Verify in GA4 Realtime view that your own visit is being tracked. Check that the property is connected to Google Search Console.
22. Key conversion events are tracked "Contact form submitted," "phone number clicked," "pricing page viewed" — these events tell you what's working. Don't launch without them.
23. Google Search Console is set up and sitemap submitted Search Console shows you which queries bring people to your site, which pages are indexed, and any crawl errors. Set it up on day one.
24. A goal is defined for the site What does success look like? Contact form submissions? Phone calls? Sign-ups? Define the metric before launch so you can measure it from day one.
Section 5: Conversion & Trust
25. The primary call to action is visible above the fold on mobile On a phone screen, the most important action (book a call, get a quote, sign up) should be visible without scrolling. If it's buried, you're losing conversions.
26. Contact information is easy to find Phone number, email, or contact form — at least one should be in the header or footer on every page. Don't make people hunt for it.
27. Trust signals are present Depending on your business: client logos, testimonials, certifications, review scores, years in business, number of projects completed. At least two trust signals should be visible on the homepage without scrolling.
How to Use This Checklist
Go through each item before launch. For items that fail, fix them before going live — not after. The cost of fixing SEO issues after a site has been indexed is higher than fixing them before.
If you're handing this checklist to a developer, make it part of the project scope. "Site passes pre-launch checklist" should be a delivery condition, not an afterthought.
