Monthly: test the path that creates business
Submit every important form, make a test booking or purchase where relevant, click phone and email links, and confirm messages reach the right person. Check the site on a current phone and desktop browser. A silent form failure can cost more than a visible design flaw.
Review uptime, errors, security alerts, backup results, software updates, expiring certificates, and third-party service notices. Apply updates through a tested process and keep a rollback path. A backup is only credible after a successful restore test.
- Forms and confirmation messages
- Calls, bookings, checkout, and email delivery
- Updates, errors, uptime, and security alerts
- Backup completion and periodic restore
Quarterly: correct content and search signals
Check services, staff, locations, hours, prices, policies, photos, and contact details. Remove outdated offers and broken links. Update the website and important business profiles together so customers do not receive conflicting information.
In Search Console, review indexing, queries, clicks, Core Web Vitals, and manual or security notices. Pages with impressions but weak clicks may need a clearer title and intent. Pages with traffic but no outcome may need better proof or a simpler next step.
Keep performance and accessibility from decaying
New images, video, chat widgets, analytics, advertising scripts, and fonts can make a previously fast site slow. Compress media, set dimensions, remove unused tools, and test the pages that receive the most visits. Monitor loading, interaction, and visual stability rather than one overall score.
Content changes can also break heading order, contrast, labels, link meaning, and keyboard navigation. Include accessibility checks in normal publishing. The site should remain usable with zoom, keyboard, reduced motion, and assistive technology.
Annually: audit ownership and direction
Confirm the company still controls the domain, hosting, email, analytics, Search Console, Business Profile, repository or export, and paid licences. Review owners and administrators, remove old access, rotate recovery details, and document renewals. Do not allow one former contractor’s personal account to hold the business hostage.
Compare the site with current business priorities. Which services matter now? Which questions repeat? Which pages produce qualified inquiries? Maintenance is not endless polishing. It is the discipline of keeping the site aligned with the real company and customer.
| Frequency | Main checks | Owner |
|---|---|---|
| Monthly | Journeys, forms, updates, alerts, backups | Site owner + technical support |
| Quarterly | Content, search, speed, accessibility, conversions | Business + website partner |
| Annually | Accounts, renewals, permissions, strategy | Business owner |