• Website is professionally designed and up-to-date.
• First impression. The homepage creates a positive first impression and supports conversion.
• There is a privacy policy, and terms & conditions.
• Images and videos are relevant and meaningful. No unrelated stock photos of models. There are high-quality screenshots, videos or photos of the products and services.
• Important links aren't placed in moving features, for example auto-rotating carousels and accordions.
• Color alone is not used to convey information.
• Links are descriptive. There are no "click here" links.
• Links are easily recognizable. They look clickable. Items that aren't links don't look clickable, for example underlining text is avoided.
• Consistency. Page layouts are consistent across the whole website.
• Pages aren't cluttered. There is enough white space to support scanning.