Typography
Are the type colors too bright or have weak contrast against the background?
When lots of type is involved, it is essential to stick to neutral colors.
Are the words too close together? Is the space between sentences too far apart and vice versa?
Is the website content written in a readable font such as Times New Roman, Arial, Georgia, or Verdana?
Does the chosen font match the brand personality?

Color
Are there too many colors used throughout the site? (no more than 5-6 primary colors)
Do the colors match the personality of the individual or business the website is for?
Do the colors enhance or decrease readability?
Are the bolder colors emphasizing the most important parts of the website or drawing attention away from them?
What kind of feelings do you get when you see the colors? Do those feelings match with what you are trying to portray?
Was the color scheme created with reference to the color wheel? If not, do you think they complement each other well?

Layout Structure
Is there a clearly defined navigation bar to access different pages?
Is text properly aligned and put into columns?
Is the layout designed with the user’s thought process in mind?
Does the layout draw the most attention to the site’s primary objectives?
Is there a particular grid the layout adheres to?

Originality
Are there elements of the site that make it stand out from other sites?
Is there original copy that uniquely and effectively demonstrates the unmatched value or service that particular person or business brings?
Does the website make the client look professional in their particular field?

Usability
Do the buttons look like buttons so users are not confused where to click?
Does the site have ads that are distracting and take away attention from the site’s objectives?
Is the site too cluttered with information and buttons where users have a hard time deciding what to do and where to go on the site?
Are forms and processes too lengthy and arduous for users to take action?
Is the site cross-browser compatible?
Are there any error pages that need to be fixed?

Texture
Having a particular texture is not always necessary and certain sites are better without it, but it is always good to at least consider it.
Is there some type of texture or gradient that makes the site pop?
Are any borders or lines used to separate and make elements stand out?
Does the texture fit well with the nature of the person or business behind the site?

Brand Personality
Does the brand personality show through in the website design?
Are brand colors being used?
Is there copy present that effectively demonstrates the brand personality?

Imagery
If you have images on your site, are they relevant to your field?
Do they properly show what you do or what your business is about?
Are they too vague or misrepresented as to confuse the user?
Do they take away from other important elements of the site or enhance them?