The Website Evaluation Checklist

A practical self-assessment to determine whether your website needs no action, a refresh, or a full redesign.

How to Use This Checklist

This checklist walks through 14 questions across five categories: business and strategy alignment, performance and conversion, brand and audience fit, SEO and technical health, and team and operational efficiency.

For each question, rate your website honestly on a scale of 1 to 5, where 1 means "this is a real problem" and 5 means "this is genuinely not an issue." Use the "why it matters" note and the refresh/redesign signals underneath each question to guide your score if you're unsure.

Once you've scored all 14 questions, add up your total and turn to the scoring guide at the end of this checklist to see which path fits your website right now.

This is a self-assessment tool, not a diagnostic. It's designed to help you think clearly about the decision, not replace a proper audit.

Question 1 of 14 0%

Business & Strategy Alignment

Q1: How old is your website, and how much has your business changed since it launched?

Why this matters: A site built for an earlier version of your business often carries outdated assumptions, even if it still looks fine.

Redesign signal (Score 1-2) 3+ years old, or significant business changes since launch.

Refresh signal (Score 4-5) Under 2 years old, strategy largely unchanged.

Real Problem

Not an Issue

Business & Strategy Alignment

Q2: Has your core business strategy, pricing model, or go-to-market approach evolved?

Why this matters: Strategic shifts usually require structural changes to the site, not just new copy.

Redesign signal (Score 1-2) Strategy has meaningfully changed since the site was built.

Refresh signal (Score 4-5) Strategy is stable and well reflected on the site.

Real Problem

Not an Issue

Business & Strategy Alignment

Q3: Have your products or services changed materially?

Why this matters: New offerings bolted onto an old structure tend to create confusing, disjointed user journeys.

Redesign signal (Score 1-2) Your core offer has expanded, narrowed, or shifted significantly.

Refresh signal (Score 4-5) Minor additions that fit naturally into the existing structure.

Real Problem

Not an Issue

Business & Strategy Alignment

Q4: Has your ideal customer or buyer persona changed?

Why this matters: A site written for one type of buyer often under-converts with a different one, even with updated wording.

Redesign signal (Score 1-2) You're now targeting a new or additional buyer profile.

Refresh signal (Score 4-5) Same core audience as when the site was built.

Real Problem

Not an Issue

Performance & Conversion

Q5: Are your conversion rates flat or declining?

Why this matters: This is one of the clearest quantitative signs that something structural, not cosmetic, is at play.

Redesign signal (Score 1-2) Sustained downward trend over multiple quarters.

Refresh signal (Score 4-5) Conversion rate is stable or improving.

Real Problem

Not an Issue

Performance & Conversion

Q6: Is bounce rate rising on key commercial pages (pricing, product, contact)?

Why this matters: Rising bounce rate on high-intent pages usually signals a mismatch between visitor expectations and what they find.

Redesign signal (Score 1-2) Bounce rate climbing specifically on pricing or product pages.

Refresh signal (Score 4-5) Bounce rate is stable on high-intent pages.

Real Problem

Not an Issue

Performance & Conversion

Q7: Is the mobile experience weak or inconsistent?

Why this matters: Even in B2B, research and first impressions increasingly happen on mobile devices.

Redesign signal (Score 1-2) Mobile feels like an afterthought rather than a first-class experience.

Refresh signal (Score 4-5) Mobile experience is polished and consistent with desktop.

Real Problem

Not an Issue

Performance & Conversion

Q8: Are Core Web Vitals or page speed below acceptable thresholds?

Why this matters: Slow load times affect both user experience and search visibility.

Redesign signal (Score 1-2) Performance issues are systemic to the platform.

Refresh signal (Score 4-5) Isolated, fixable technical issues.

Real Problem

Not an Issue

Brand & Audience Fit

Q9: Has your visual identity or brand evolved beyond what's reflected on the site?

Why this matters: A brand that has matured while the site hasn't creates a credibility gap with sophisticated buyers.

Redesign signal (Score 1-2) Brand has visibly outgrown the current site.

Refresh signal (Score 4-5) Brand is consistent with the current site design.

Real Problem

Not an Issue

Brand & Audience Fit

Q10: Are you targeting new customer segments or verticals the site doesn't speak to?

Why this matters: New segments usually need distinct messaging and journeys, not just a mention on the homepage.

Redesign signal (Score 1-2) New segments need fundamentally different content paths.

Refresh signal (Score 4-5) Current segments are well represented.

Real Problem

Not an Issue

SEO & Technical Health

Q11: Has your organic SEO growth plateaued despite consistent content efforts?

Why this matters: Publishing consistently with flat results often points to a structural or technical ceiling, not a content problem.

Redesign signal (Score 1-2) Strong content output with flat or declining organic performance.

Refresh signal (Score 4-5) Organic traffic is growing in line with content output.

Real Problem

Not an Issue

SEO & Technical Health

Q12: Is technical debt slowing down routine updates?

Why this matters: When simple changes take disproportionate time or require developer intervention, the platform has become the bottleneck.

Redesign signal (Score 1-2) Routine updates are consistently slow, costly, or blocked.

Refresh signal (Score 4-5) Updates are quick and largely self-serve.

Real Problem

Not an Issue

Team & Operational Efficiency

Q13: Can your marketing team launch campaigns and landing pages independently?

Why this matters: A healthy website lets marketing move at the speed of the business without waiting on development resources.

Redesign signal (Score 1-2) Marketing is regularly blocked by CMS or developer dependency.

Refresh signal (Score 4-5) Marketing can publish and iterate independently.

Real Problem

Not an Issue

Team & Operational Efficiency

Q14: What would delaying a decision likely cost you in lost leads or revenue?

Why this matters: This reframes the decision from project cost to business opportunity cost, and it's the question most businesses skip.

Redesign signal (Score 1-2) Cost of delay is significant when measured against lost pipeline.

Refresh signal (Score 4-5) Cost of delay appears minimal based on current performance.

Real Problem

Not an Issue

Your Website Evaluation Results

Website Health Score

-- / 70

Category Summary

A word on category patterns: If your lower scores are concentrated within a single category rather than spread across multiple categories, the issue may be more contained than your total score suggests. In these situations, targeted improvements may be sufficient even if your overall recommendation is a Refresh.

Receive Your Results by Email

Enter your details to request a formatted copy of your full scorecard and recommendation to be sent to you via email.

Full Name *

Business Email *

Phone / WhatsApp *

Company Website *

Need a Second Opinion?

Every business is different. Two companies can receive the same score but need very different recommendations depending on their goals, market, customers and growth plans.

Book a Website Strategy Session with Jemmify Works and we'll review your results together, identify what's creating the biggest business impact and recommend the most practical path forward—whether that's no action, a refresh or a complete redesign.

Book a Website Strategy Session