Master On-Page SEO + UX Optimization Checklist [83 Items]

We combined everything that matters for visibility, experience, and conversion into one framework your team can actually use. From messaging clarity and design flow to accessibility, analytics, and CRO — it’s all here.

Use this as your foundation for every optimization project.
Want more tailored versions? Check out our page-type-specific checklists →

Purpose & Intent Alignment

• Confirm the page has a clearly defined purpose (inform, persuade, convert, etc.).
• Validate that the primary keyword or topic aligns with the user’s intent.
• Ensure the page fulfills a clear need or question the audience has.
• Confirm there’s a clear next step for the visitor (conversion or deeper engagement).
• Review that messaging, visuals, and structure all support the page’s purpose.

Content & Messaging

• Ensure the page opens with a clear, relevant headline that captures attention and communicates value.
• Verify that the copy speaks directly to the target audience using their language and pain points.
• Check that every section has a clear purpose (educate, persuade, reassure, guide).
• Validate that subheadings align with user intent and make scanning easy.
• Confirm the main idea or offer is reinforced throughout the page without redundancy.
• Evaluate emotional resonance: does the content motivate, inspire trust, or reduce anxiety?
• Confirm tone and style are consistent and appropriate for brand and audience.
• Ensure key benefits and differentiators are clear and supported by proof (data, visuals, testimonials, etc.).
• Review that visuals, icons, or illustrations reinforce the message rather than distract from it.
• Ensure copy length matches the decision complexity (more complex = more context, less = faster clarity).

SEO & Information Architecture

• Confirm each page has a unique, keyword-aligned title and meta description that encourage clicks.
• Check that H1 accurately describes the topic and supports intent.
• Validate heading hierarchy (H2–H4) is logical and scannable.
• Ensure internal linking connects this page to relevant supporting and parent pages.
• Check for opportunities to link out to credible, authoritative sources when appropriate.
• Confirm canonical tags, robots directives, and indexation settings are correct.
• Ensure URL structure is concise, descriptive, and consistent with site hierarchy.
• Check that images use descriptive filenames and alt text that serve both accessibility and SEO.
• Verify structured data (schema markup) is implemented where applicable (article, product, service, FAQ, etc.).
• Make sure there’s sufficient textual context for search engines to understand the topic.
• Evaluate whether the page satisfies E-E-A-T principles (Experience, Expertise, Authoritativeness, Trustworthiness).

Design & Visual UX

• Ensure the visual hierarchy naturally guides the user’s eye toward key information and CTAs.
• Validate that layout supports the page’s narrative flow (intro → value → proof → action).
• Confirm whitespace and alignment are used effectively to create clarity and reduce cognitive load.
• Review typography for readability (contrast, font size, line height, spacing).
• Check that colors are used intentionally to guide attention and reinforce brand identity.
• Validate that images are high-quality, relevant, and optimized for performance.
• Ensure that on mobile, content stacks logically and key elements remain visible without excess scrolling.
• Confirm navigation is intuitive, with clear indicators of where users are and where they can go next.
• Review that interactive elements (buttons, links, accordions) are easily identifiable and consistent in behavior.

Conversion Optimization (CRO)

• Confirm there is a single, primary call-to-action that matches the page goal.
• Ensure CTAs are visually distinct, compelling, and repeated strategically throughout the page.
• Validate that forms are short, frictionless, and communicate what happens next.
• Check that trust signals (testimonials, logos, reviews, guarantees) are visible near key decision points.
• Ensure any pricing, offer, or commitment language is transparent and easy to understand.
• Confirm that supporting CTAs exist for visitors not ready to convert (e.g., learn more, download, share).
• Validate that objection-handling elements (FAQs, comparison tables, proof) are included as needed.
• Review the page for unnecessary friction or cognitive overload near conversion areas.
• Check that thank-you or success states continue the experience (upsell, referral, nurture).
• Ensure the CTA flow feels natural and emotionally timed — not forced or aggressive.

Performance & Accessibility

• Confirm page load times are fast across devices (especially for first contentful paint and LCP).
• Check Core Web Vitals metrics (LCP, CLS, INP) meet best-practice thresholds.
• Validate that all key interactions are functional and responsive.
• Ensure the page performs well on both desktop and mobile networks.
• Confirm proper contrast ratios, focus states, and keyboard navigation for accessibility.
• Check that videos have transcripts or captions.
• Ensure forms, modals, and other dynamic elements are accessible via screen readers.
• Verify all images have descriptive alt text (for accessibility, not just SEO).

Engagement & Retention

• Confirm the page offers natural paths to related or next-step content (internal links, related posts, product recommendations).
• Ensure engagement elements (video, comparison charts, calculators, etc.) enhance comprehension and time on page.
• Validate that social proof elements are visible and credible.
• Check that social sharing or referral options are easy to use if relevant.
• Confirm the page can re-engage users who don’t convert (exit intent popups, remarketing tags, newsletter prompts).
• Review that micro-interactions (animations, hover states) add delight without distraction.
• Ensure that returning visitors get a personalized or improved experience (e.g., remembered state, updated content).

Analytics & Measurement

• Confirm proper analytics tracking is implemented (GA4, GSC, etc.).
• Validate key conversion events and scroll depth are being tracked.
• Ensure UTM parameters are used for campaign-based entry points.
• Verify form submissions, button clicks, and dynamic interactions are logged as events.
• Confirm that heatmaps or session recordings (if used) are set up for deeper UX analysis.
• Check that thank-you or confirmation pages trigger conversion tracking.
• Ensure there’s a defined benchmark for performance metrics (traffic, engagement, conversion).
• Validate data accuracy post-launch.