Is Your Website Helping or Hurting Your Business?
Have you ever clicked on a competitor’s website and instantly felt a pang of envy? Their site looks sleek, professional, and effortless—while yours feels… a little outdated? You’re not alone.
Your website is often the first impression potential customers have of your business. It influences how professional and trustworthy you appear, whether visitors stay or leave, and, ultimately, whether they choose to work with you. But without a clear way to measure how your website stacks up, it’s hard to know if it’s helping you stand out or holding you back.
That’s why this website comparison checklist exists—to help you evaluate your site’s performance, design, content, and user experience so you can make meaningful improvements. Whether you’re launching a new site or optimizing an existing one, this checklist will give you a clear roadmap for success.
You don’t need advanced technical skills or expensive software. All you need is 30 minutes, a browser, and an open mind to assess where your site shines and where there’s room for improvement.
Once you’ve compared your options, this breakdown of website costs for small business owners can help you decide what’s realistic for your next step.
Start by Identifying Your Competitors
Before diving in to the website comparison checklist, you need to establish a baseline. Who are you comparing it to? Your direct competitors—businesses that offer similar products or services—are the best reference points.
To identify them, start by searching for your services on Google. Use terms that potential customers might type in, like “holistic life coach in New York” or “best yoga studio near me.” Look at the top three organic search results that appear. These businesses are likely competing for the same audience as you.
Once you have a list of three to five competitors, visit their websites and note their strengths and weaknesses. Pay attention to their design, how they structure their content, and any standout features they offer.
As you review competitor websites, take note of:
- Their homepage messaging—Is it clear and engaging?
- Navigation—Can you find what you need quickly?
- Features—Do they offer online booking, live chat, or other tools?
- Design—Does it feel polished, professional, and aligned with their brand?
Does Your Website Make a Strong First Impression?
Visitors form an opinion about your site within 5 seconds—which means that if your site loads too slowly, looks outdated, or isn’t mobile-friendly, people might leave before they even read a word.
Start by checking your website’s speed and mobile usability using Google PageSpeed Insights for performance and Lighthouse in Chrome DevTools for mobile optimization. Lighthouse provides a detailed report on how your site performs on mobile, highlighting issues with layout, speed, and user experience.
To run a Lighthouse mobile audit in Chrome:
- Open Google Chrome on your desktop.
- Go to the URL you want to test.
- Open Chrome DevTools (Ctrl+Shift+I on Windows / Cmd+Opt+I on Mac).
- Click the Lighthouse tab and select Mobile.
- Click Run Audit.
Beyond speed, navigation and visual appeal play a huge role in first impressions. As you work through this website comparison checklist, ask yourself: Is your website easy to navigate? Can visitors find what they’re looking for within three clicks?
Is Your Content Clear and Engaging?
Even if your website looks great, does it effectively communicate what you do? Your content should be clear, engaging, and customer-focused so visitors immediately understand your value and next steps.
Start by reviewing your homepage messaging. Within seconds, a visitor should know:
- What your business offers
- Who you help
- Why they should choose you
If this isn’t immediately clear, simplify your message. Next, use this website comparison checklist to review your service pages and blog content. Are they easy to read? Do they guide visitors toward taking action?
A great way to refine your messaging is by using the StoryBrand framework. If you’re writing or revising your website copy, I highly recommend watching the 5-Minute Marketing Makeover by Donald Miller, author of Building a StoryBrand: Clarify Your Message so Clients Will Listen.
This short 3-part video series will help you clarify your message and make marketing your business so much easier.
Finally, review your calls to action (CTAs). Your website should clearly direct visitors toward their next step—whether that’s booking a call, purchasing a service, or signing up for your newsletter. If your CTAs are buried, vague, or missing, visitors might leave without taking action.
Trust & Credibility: Do Visitors Feel Confident Choosing You?
People prefer to buy from businesses they know, like, and trust. If your website doesn’t establish credibility, potential customers might hesitate to take action.
Look at your testimonials and reviews—do you feature real feedback from satisfied clients? What about professional certifications, awards, or social proof like media mentions? These elements reinforce trust and make your business feel more legitimate.
Another key trust factor is website security. If your site doesn’t have an SSL certificate (your URL should start with https://), Google marks it as “Not Secure”—which can turn visitors away. Having up-to-date security measures also protects your site from cyber threats.
User Experience & Customer Support
A website should make it easy for customers to contact you, schedule a call, or find important information. If visitors struggle to locate your email, phone number, or business hours, they might go elsewhere.
Check whether your contact details are clearly displayed and if you offer multiple ways for potential clients to reach you, such as a contact form, live chat, or scheduling tool. If your business has a physical location, embedding a Google Map makes it easier for visitors to find you.
Want to test your site’s usability? Ask someone unfamiliar with your website to find your contact information. If they struggle, it’s time to improve usability by making key details more visible and easier to access.
What Sets You Apart? Features That Give You an Edge
Once you’ve evaluated the basics using this website comparison checklist, it’s time to look at what makes a great website stand out.
If your competitors offer features like online booking, live chat, clear pricing, or engaging videos, but you don’t, you could be missing opportunities. Customers appreciate websites that make their journey easier.
Consider adding interactive elements, like FAQ sections, downloadable resources, or explainer videos to improve engagement.
Your Website Comparison Checklist At A Glance
Here’s a quick reference checklist to help you track improvements:
✅ First Impressions
✔ Loads in under three seconds (Test with Google PageSpeed Insights)
✔ Mobile-friendly and easy to navigate
✔ Branding is consistent and visually appealing
✅ Content & Messaging
✔ Homepage clearly explains what you do and who you serve
✔ Service pages are detailed and easy to read
✔ CTAs guide visitors toward booking, purchasing, or subscribing
✅ Trust & Credibility
✔ Display testimonials, case studies, or customer reviews
✔ Website has SSL security (https://)
✔ Business information is accurate and up to date
✅ User Experience
✔ Contact details are easy to find
✔ Offer multiple contact options (form, email, phone, chat)
✔ Business hours and location (if applicable) are listed
✅ Competitive Edge
✔ Features like online booking or live chat are available
✔ Pricing is transparent and easy to understand
✔ Engaging content like videos, guides, or FAQs is included
Final Thoughts: Is It Time for a Website Upgrade?
Now that you’ve been through the website comparison checklist, if your website isn’t measuring up to competitors, don’t worry—it just means there’s room to improve and grow.
Your website is a 24/7 marketing tool that should actively attract leads, build trust, and drive conversions. If it’s not performing well, that’s not just a minor issue—it’s lost opportunities.
Your website is an investment in your business’s long-term success. Every improvement you make, whether it’s optimizing speed, refining content, or enhancing usability, has the potential to increase traffic, improve conversions, and boost revenue.
Ready to take the next step?
If you’re ready to take the next step, start by implementing a few quick wins from this website comparison checklist.
Want to dive deeper? The Website Optimization Checklist will help you pinpoint what’s working—and what needs attention—so you can make informed improvements.
This step-by-step checklist walks you through site speed, security, SEO, usability, and legal compliance, giving you a clear roadmap to fix potential issues.
And if you’re realizing you don’t want to handle all of this on your own… I’ve got you covered.
???? Book a Free Consultation and we’ll get you on the road to website health.
By taking small, strategic steps, you can turn your website into a powerful business asset that attracts the right people, builds trust, and drives real results.
From Boston to Boise, Aligned Soul Design helps spiritual entrepreneurs and heart-led businesses turn outdated websites into aligned, high-converting experiences. If this website comparison checklist has you thinking it’s time for an upgrade, we’re here to co-create a site that’s beautiful, strategic, and built to stand out—no code or overwhelm required.
