Can I use this checklist for a redesign?
Yes. Add a redirect map from old URLs and extra testing in pre-launch technical. Strategy and content blocks still apply — do not copy old weak copy forward.
Launch checklist
Small business website checklist (UK)
A checklist-first UK reference for small business websites — strategy, content, pre-launch technical, launch week, and post-launch habits — with minimal prose.
This guide is for: Owners who want a printable-style list to work through before, during, and after launch without reading a long guide.
Quick answer
Work through four blocks: strategy (goal, audience, CTA), content (services, proof, contact), technical (indexable, HTTPS, forms, redirects), and post-launch (Search Console, GBP alignment, monthly habits). Tick items in order; skipping strategy produces pretty sites that do not convert. Sector add-ons cover trades, clinics, and consultants. Redesign and migration have their own block. This page is lists — for why each item matters, use the build and blueprint guides. No checklist guarantees Google rankings or enquiry volume. Revisit quarterly and after domain or CMS changes.
Strategy — before you write or design
- One primary business goal for the site (e.g. qualified calls for service X)
- Ideal customer described in plain language — situation, fear, desired outcome
- Primary CTA chosen sitewide (phone, form, booking) and secondary if needed
- Competitor sites reviewed — note clarity, proof, areas, not copied text
- Sitemap drafted: home, services, about, contact + optional areas/FAQs
- Approval owner named — who signs off copy and design
- Budget aligned to depth (Launch / Growth / Authority) not page count alone
- Timeline realistic for content gathering — usual UK bottleneck
Content and proof — gather before build
- Headline draft: what you do + who you serve (UK spelling)
- Each core service has outcome, scope, and process in rough copy
- Phone, email, address match Google Business Profile and stationery
- Five or more reviews collected with permission to display
- Accreditation / insurance details verified (numbers where public)
- Real photos: team, work, premises — not stock-only
- About page: people, credentials, why trust you
- Privacy policy drafted; cookie approach decided if tracking
- FAQs for top objections (pricing approach, areas, timing)
- Alt text planned for key images
Pre-launch technical
- Production site has no accidental noindex or staging robots block
- HTTPS works; mixed content warnings fixed
- All nav and footer links work — no lorem or empty pages
- Forms tested on mobile and desktop; notification emails received
- Thank-you or confirmation message after submit
- Unique title tag and meta description per key page
- H1 on each page matches intent — one main H1
- XML sitemap generated and reachable
- Google Search Console property verified (domain preferred)
- 301 redirects from old URLs if replacing a site
- Favicon and social share image set
- Analytics or Search Console only if you will check them
- Backup or host snapshot at launch
Launch week
- Submit sitemap in Search Console
- URL inspection + request indexing for home and top services
- GBP website link points to correct domain / landing page
- GBP categories, hours, phone aligned with site
- Email signature and social profiles updated with new URL
- Team knows who answers enquiries and target response time
- Print materials and vehicle livery updated if URL changed
- One directory you care about updated (don’t spam hundreds)
Post-launch — first 30 days
- Search Console Pages report: indexed vs excluded reasons
- Fix any noindex, redirect, or crawl errors promptly
- Ask happy customers for Google reviews where appropriate
- Check mobile: phone tap-to-call, readable type, CTA visible
- Note which pages get views if analytics installed — low traffic can be normal early
- Do not add blog until core pages are stable
- Schedule quarterly review: services, team, areas, prices
Post-launch — quarterly habits
- Content still accurate — services, areas, team, policies
- New service = new page + internal link, not bullet only
- Search Console coverage scan for new exclusions
- Proof refreshed — recent jobs, new reviews on site
- Form still delivers; spam handled
- Competitor spot-check — are you still clear vs peers?
- Decide if organic growth warrants SEO help — not by default
- GBP photos and posts updated if you use local visibility
- Broken link scan — especially after CMS updates
- Team trained on enquiry handling and out-of-hours messaging
Trades — extra items
- Gas Safe / NICEIC / relevant card numbers visible where true
- Emergency vs planned work obvious on home and contact
- Postcode or area field on quote forms
- Gallery shows recent local jobs with permission
- Insurance mentioned if customers ask about damage cover
- Van or uniform branding matches site colours where possible
Clinic / practice — extra items
- Treatment pages match how patients search symptoms or outcomes
- Team credentials accurate (GDC, HCPC, etc. as applicable)
- New patient vs existing patient paths distinct
- Policies: fees approach, cancellations, complaints
- Tone calm and plain — not fear-based marketing
- Accessibility: readable contrast, not tiny clinical footnotes
Consultant / professional — extra items
- Outcomes stated per service — not capability lists only
- Sector or client-type page if you specialise
- Discovery CTA matches how you actually sell
- Case study or testimonial with permission and context
- No inflated client logos without engagement
- Contact form qualifies without interrogation
Quick reference — if this is wrong, fix first
| Problem | Check these checklist blocks |
|---|---|
| No enquiries | Strategy CTA, Content proof, Forms technical |
| Not on Google (live weeks+) | Pre-launch technical, Launch Search Console |
| Looks fine but no trust | Content proof, Post-launch reviews |
| Too many pages, thin copy | Strategy sitemap, Content per service |
| Redesign traffic drop | Pre-launch redirects, Launch week indexing |
| High traffic, no leads | Forms, CTA visibility, mobile phone |
| Wrong customers enquire | Strategy audience, form qualifying fields |
| GBP calls but site ignored | GBP URL, landing page clarity, speed |
Who does what — owner vs studio vs host
| Item | You | Studio / freelancer | Host / platform |
|---|---|---|---|
| Business goal and CTA | Decide | Facilitate workshop | — |
| Final service copy facts | Supply | Edit and structure | — |
| Design and build | Approve | Deliver | Serve pages |
| Domain and email DNS | Own account | Advise | DNS / mail |
| Search Console | Own account | Verify at launch | — |
| GBP listing | Own and maintain | Advise alignment | — |
| Ongoing content updates | Maintain | Optional support | CMS access |
Redesign or migration — extra block
- Redirect map: every old URL → closest new URL
- Test top ten old URLs after go-live
- Search Console property covers new domain if domain changed
- GBP website field updated same day as launch
- Email signatures and van livery queue scheduled
- Analytics baseline screenshot before switch if you track
- Keep old hosting until redirects verified — then cancel
- Notify top referral partners of URL change personally
Analytics optional — if you install tracking
- Define one primary conversion: form submit or click-to-call
- Confirm events fire in test mode before launch
- Document who has login access
- Review monthly — only if you will act on data
- Do not track more than you need for GDPR proportionality
- Ignore vanity traffic spikes from bots unless skewing decisions
Accessibility and legal minimums
- Privacy policy linked in footer
- Cookie banner only if you use non-essential tracking
- Contact details for data controller if collecting forms
- Contrast check on buttons and body text
- Form labels visible — not placeholder-only
- Video with sound has captions or text summary nearby
- Companies House number on site if Ltd and you display it elsewhere
Using this checklist with a studio or freelancer
Send the completed strategy and content blocks with your brief so quotes reflect reality. Studios cannot guess your accreditation numbers or service list.
Agree which checklist items are in scope: who submits Search Console verification, who writes FAQs, who sources photos.
At handover, tick pre-launch technical together — do not assume the builder tested forms on your phone network.
Post-launch items remain your responsibility unless you buy a support retainer — clarify in writing.
Where to go deeper
Blueprint by sector: what should be on a small business website. Full process: build a website for my business. Indexing: get my website on Google. Troubleshooting visibility: website not showing on Google.
Site Signal Studio clients receive launch checklists in project scope; this public page mirrors common UK service-business needs without promising outcomes.
Tick items in order; do not skip strategy because technical checks are easier. A crawlable site with vague copy still fails commercially.
Save a dated copy of this checklist when you launch — compare quarterly to see drift (wrong phone, old services, broken forms).
Frequently asked questions
What is the minimum for a referral-only business?
Strategy, clear services, proof, contact, technical indexability, GBP match. You may skip blog, many location pages, and SEO retainer until you need organic growth.
How is this different from the build guide?
This page is tick boxes. The build guide explains phases and why. Use both: read build once, run checklist at launch.
Do I need every item before going live?
Core strategy, content, contact, and technical indexability are non-negotiable. Some post-launch items can follow in week one if the site is credible and crawlable.
Can I print this checklist?
Yes — work through blocks in order and tick on paper or in a doc. Re-run quarterly and after any CMS or domain change.
Related guides
Guide
Build a Website for My Business: Strategy to Launch
A practical UK build sequence from strategy and sitemap through content, design, development, launch and post-launch habits — with a launch checklist you can use.
Guide
How to get my new website on Google
A beginner-friendly UK guide to getting a new business website indexed on Google — Search Console basics, sitemaps, and the crucial difference between indexing and ranking.
Guide
What should be on a small business website?
Sector blueprints for what belongs on a UK small business website — trades, clinic, tutor, and consultant examples — with proof, navigation, and enquiry paths.
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