Marketing a website isn't particularly difficult. It's usually just a matter of knowing what to do, how to do it and having the skills and time to get it done. With that said, marketing a website isn't particularly easy either. There are so many factors and variables in play that at any given time that the job can be quite overwhelming. Obviously I can't address the issue of whether or not you have the skills or time, but I can help you out with the "what to do" piece of the puzzle.

I've always been a lover of checklists, especially when it comes to getting things done. Especially when it comes to remembering what things need to be done! So over the last several years I've been putting together checklists for all kinds of things pertaining to website marketing.

Below is my master website marketing checklist covering over 400 specific items over 23 topics. These topics include things such as website development, SEO, usability, accessibility, etc. This list doesn't cover any "how tos," which are essential ingredients to successful online marketing, but sometimes you need to first know what to do so you can then discover how to do it.

For the sake of brevity, I have kept each check point to its briefest form providing very little explanation. I don't cover why any particular item is included, how important it might be, or what it even means. This is just the checklist in its rawest form.

Over the next couple of weeks I'll provide some additional explanation and insights to the lists below. And since this list is always a work in progress, any additional thoughts and insights are welcome. I'm always adding and removing things as I see fit. Which brings me to one more note: many items are included here based purely on my own preferences and by no means constitute an absolute truth or necessity.

Domain name & URLs (click heading for additional details)

Short and memorable

Uses Keywords

Used in email addresses

Uses Favicon

Site.com redirect to www. version:

Alternate Domain redirects

Home page redirect to root

No underscores in filenames

Keywords in directory names

Multiple pages per directory

Registered for 5+ years Multiple versions:

.com

.org

.net

.biz

Hyphenations

Misspellings

Product names

Brand names

Type-in keywords URLs

Browser issues (click heading for additional details)

Visible address bar

Fully functional navigation tools

Visible status bar Site works in multiple browsers

No browser hi-jacking

Site logo (click heading for additional details)

Displays company name clearly

Isn't hidden among clutter

Links to home page Unique and original

Use tagline consistently across site

Design considerations (click heading for additional details)

Instant site identification

Crisp, clean image quality

Clean, clutter-less design

Consistent colors and type

Whitespace usage

Minimal distractions

Targets intended audience

Meets industry best practices

Easy to navigate

Descriptive links

Good on-page organization

Easy to find phone number

Don't link screen captures

Skip option for flash

Consistent page formatting

No/minimal on-page styling

Avoid text in images Font size is adequate

Font type is friendly

Paragraphs not too wide

Visual cues to important elements

Good overall contrast

Low usage of animated graphics

Uses obvious action objects

Avoid requiring plugins

Minimize the use of graphics

Understandable graphic file names

No horizontal scrolling

Non-busy background

Recognizable look and feel

Proper image / text padding

Uses trust symbols

Works on variety of resolutions

Works on variety of screen widths

Architectural issues (click heading for additional details)

Correct robots.txt file

Declare doctype in HTML

Validate HTML

Don't use frames

Alt tag usage on images

Custom 404 error page

Printer friendly

Underlined links

Differing link text color

Breadcrumb usage

Nofollow cart links

Robots.txt non-user pages

Nofollow non-important links

Review noindex usage

Validate CSS

Check broken links

No graphics for ON/YES, etc.

Page size less than 50K Flat directory structure

Proper site hierarchy

Unique titles on all pages

Title reflects page info and heading

Unique descriptions on pages

No long-tail page descriptions

Proper bulleted list formats

Branded titles

No code bloat

Minimal use of tables

Nav uses absolute links

Good anchor text

Text can be resized

Key concepts are emphasized

CSS less browsing

Image-less browsing

Summarize all tables

Navigation (click heading for additional details)

Located top or top-left

Consistent throughout site

Links to Home page

Links to Contact Us page

Links to About Us page

Simple to use

Indicates current page

Links to all main sections

Proper categorical divisions

Non-clickable is obvious

Accurate description text Links to Login

Provides Logout link

Uses Alt attribute in images

No pop-up windows

No new window links

Do not rely on rollovers

Avoid cascading menus

Keep scent from page to page

Targets expert and novice users

Absolute links

Content (click heading for additional details)

Grabs visitor attention

Exposes need

Demonstrates importance

Ties need to benefits

Justifies and calls to action

Gets to best stuff quickly

Reading level is appropriate

Customer focused

Benefits and features

Targets personas

Provides reassurances

Answers WIIFM Consistent voice

Eliminate superfluous text

Reduce /explain industry jargon

No typo, spelling or grammar errors

Contains internal contextual links

Links out to authoritative sources

Enhancing keyword usage (SEO)

Date published on articles/news

Web version of PDF docs available

Consistent use of phrasing

No unsubstantiated statements





Content Appearance (click heading for additional details)

Short paragraphs

Uses sub-headings

Uses bulleted lists

Calls to action on all pages

Good contrast No overly small text for body

No overly small text for headings

Skimmable and scannable

Keep link options in close proximity

Links and buttons (click heading for additional details)

Limit the number of links on a page

Avoid small buttons and tiny text for links

Leave space between links and buttons

Avoid using images as the only link Link important commands

Underline all links

Accurately reflects the page it refers

Home page (click heading for additional details)

No splash page

Instant page identification

Provides overview of site Site purpose is clear

Robot meta: NOODP,NOYDIR

About Us page (click heading for additional details)

Adequately describes company

Shows team biographies

Shows mission statement

Up to date information

Note associations, certifications & awards

Links to support pages:

Contact page Investor relations

Company news

Registration info

Job opportunities

Newsletters

Link to social media profiles

Contact Us page (click heading for additional details)

Easy to find

Multiple contact options:

Phone

Fax

Email

Form

Chat

Customer feedback

Street map

Hours of operation

Final call to action Multiple points of contact:

Customer service

Tech support

Inquiries

General info

Job applications

Billing

Management team

Ad-free

Form requires only essential info

E-Commerce considerations (click heading for additional details)

Mini-product basket always available

Displays payment options:

CC

Paypal

Google Checkout No multiple paths to dupe product pages

No tracking IDs in URLs

Exclude shopping cart pages

No (or nofollowed) links to secure pages

Keep secure cert current

Product pages (click heading for additional details)

Visible calls to action

Clear contact info (phone #)

Consistent layout

Clear pricing

Show additional fees

Clear product presentation

Show shipping cost

Show availability

Provide delivery options, details

Estimate delivery date

Link to site security info

Return / guarantee info

Allow "save for later"

Related products & up sells

Clear product image

Describe images Enhanced multiple image views

Product description

Product details & specs

Product selection options

Customer product reviews

Product comparisons

Printer-friendly option

"Add to cart" close to item

Secondary "add" button at bottom

Standardized product categorization

Clutter-free page

Provide International pricing

Provide product search

Emphasis brand quality and trust

Compare to offline competitors

Short URLs with keywords

Basket page (click heading for additional details)

Obvious checkout link

Product descriptions

Product image

Show availability

Updatable quantities

Ability to remove items

Link to products

Product price

Payment options

Promos/vouchers explained

Link to security Link to guarantees

Show delivery costs

Show delivery date

Allow gift options

"Continue shopping" link or options

Show contact information

No advertising/upselling

Don't keep personal info w/o authorization

Shipping questions answered

International shipping

International address forms

Mini baskets (click heading for additional details)

Make new products added obvious

Link to full basket page Allow removal of products

Show order total

Checkout process (click heading for additional details)

No hidden fees

No pre-registration

Keep checkout process short

Show benefits of registration:

Faster checkout in future

Access to order history

Check order status

Saved for later information

Access to special promotions

Personalization

Joining a community

Show checkout progress meter

Effective after-order follow-up

Receipt / Confirmation: Printable

Emailed

Thank you message

Order number

Order date

Items purchased

Expected delivery date

Payment method

Cancellation policy

How to cancel

Return policy

Address return costs

After-sale guarantees

Login & My Account pages (click heading for additional details)

Easy to find login access

Use security protocols

Provide security assurances

Link for new registrations

Outline account benefits

Reclaim lost password option

"Remember me" option

Link to privacy policy

Logged-in status is clear

Account info change access

Confirmation of change info Links to financial info

Transaction history

Invoices

Balances

Payment methods

Choose method of delivery:

Text email

HTML email

Snail mail

Overnight

Etc.

Help and FAQ pages (click heading for additional details)

Avoid marketing hype

Allow Help search

Provide printable text

Link to additional resources: User guides

Product support

Customer support

Downloads

Forms and errors (click heading for additional details)

Flexible entry requirements

Allow for tabbing between fields

Proper tab order

Clear field labels

Text label above field box

Only require necessary information

Minimal instructions

Instructions above field

Friendly error output

Errors obviously indicated

Errors describe remedy

Errors provide contact / help option

Preserve data with errors

Provide pre-selected choices

Don't overdo choices Note required fields

Progress indicator

Progress navigation

Remove navigation

Link to privacy information

Final info verification check

Confirmation/thank you page

Stack fields vertically

Proper use of radio buttons

Keep "submit" close to fields

Field boxes adequately wide

No "reset" or "cancel" buttons

Autocomplete=off as necessary

Buttons denote action

Site search (click heading for additional details)

Located in top-right corner

Search not case sensitive

Properly labeled as "search"

Link to "advanced search"

Forgiving of misspellings

Shows similar products

Shows related items in results

No "no products found"

Provide refinement options

Provide alternate spellings Provide links to relevant pages

Show search string in results

Don't place results in tables

Display exact matches first

Display close matches second

Bold query words in results

Display titles with descriptions

No more than 20 results p/ page

Option to increase result p/ page

Link to additional results pages

Privacy and Security pages (click heading for additional details)

Present info in easy to read format

Make information easily scannable

Provide section summaries

Identify information types collected

Explain how cookies are used Explain how user information will be used

Explain how info will be protected

Provide additional protection tutorials

Link to these pages in footer

Provide links to contact info

Site map (click heading for additional details)