- Are we still talking to our primary target audience?
- Are our labels accurate and informative?
- Can any of our labels be misinterpreted?
- Are we speaking a language our audience understands?
- Does all our information fit together logically?
- Can visitors easily (logically) find the answers to the questions we asked during the role playing phase?
- Are any chunks of information left dangling somewhere without a logical place in the overall hierarchy?
- Is there a mechanism by which visitors can see what’s new on our site? (If not, do we need one?)
- Have we effectively established shared references?
- Have we established ourselves as a company to be trusted?
Navigation and links
- Is our structure too wide? (Can some menus be consolidated effectively?)
- Is our structure too narrow and deep? (Do we need to split some menus up into more specific subjects?)
- Is there too much repetition of the same basic editorial content from one menu item to another?
- Can we reduce the number of clicks needed to reach the lowest levels without sacrificing understanding or logic?
- Are frequently accessed areas too far from the top level?
- Is related (contextual) information contained in different parts of the site properly linked? Is there a way to bundle it in an even more convenient way?
- Are links used consistently? What type of links can be determined? Are meaningful trigger words used?
- Do we really have something to say on each of the main category pages or are they merely glorified menus?
- Have some pages been created merely for the sake of completeness?
- If someone has submitted information or placed an order, are all the appropriate “Thank you” pages indicated?
Goals and Growth
- Does the structure live up to our primary goals?
- Is the site meeting the goals of our target audience?
- Have we given people a reason to come back and visit again?
- Is the site prepared for growth and/or change in the future?
- Have we found our site’s USP? Is our product the hero?