Topic pages
Accessibility
- Every page declares its main language, and the declaration matches the textUsually mediumPut a lang attribute on the html element of every page, holding a well-formed BCP 47 language tag for the language the page mainly uses (for example en, fr or…
- Labels are programmatically associated with their fieldsUsually criticalAssociate every input's visible label with its control using a native <label for>/id pair, or aria-labelledby when a native label element is not possible.
- Pages have a descriptive title and a logical heading hierarchyUsually highGive every page a unique <title> that identifies its specific content, with the page-specific part first (WCAG 2.2 SC 2.4.2).
- Pointer targets meet a minimum size or spacingUsually highMake every pointer target at least 24 by 24 CSS pixels — the WCAG 2.2 Level AA floor — and design to 44 by 44 wherever the control carries weight, which is…
- Video and audio content ships with captions and a transcriptUsually criticalProvide synchronized closed captions for every prerecorded video that has a soundtrack, including speaker identification and non-speech sounds that carry…
Content
- Every item in the list carries its price, and its unit price where packs differUsually highShow a price on every item in the list, including items that are out of stock, on pre-order or configurable — where a single figure is impossible, show the…
- Menu labels are true umbrella terms for what they lead toUsually mediumWrite each navigation label so it is a true umbrella term for everything nested under it — a visitor should be able to predict, before hovering or tapping…
- Pricing, policy and support prose states its answer before its preambleUsually mediumOn a pricing FAQ entry, a policy page (refunds, shipping, cancellation, privacy, terms) or a support or help article, open with the direct answer to the…
Conversion
- Autocomplete suggests as the user types, fast, clean and keyboard-operableUsually highShow suggestions after two or three typed characters, with no visible lag or flicker as the user keeps typing.
- CTA copy states the outcome, not the mechanismUsually highWrite CTA labels around the outcome the click produces — "Start your free trial", "Download the report", "See your price" — never a generic verb describing…
- Error messages name the field, the problem, and the fixUsually mediumWrite every error message to do three things: identify which field failed, state what is wrong with it in plain language, and say what a valid value looks like.
- Required and optional fields are both marked, consistentlyUsually highMark every field's required/optional status explicitly and visibly — not only the required ones, since a form with asterisks on some fields leaves every…
- Shipping cost resolved at the cartUsually criticalShow the real shipping cost on the cart, before the user enters payment details.
- Zero-result and low-confidence searches offer a way forwardUsually highNever show a bare "no results" page.
Trust
- An action that cannot be undone asks first, and says what will be lostUsually criticalBefore an action the site cannot reverse takes effect, such as deleting an account, project, file or saved data, cancelling an order or booking, or sending…
- Cart total includes taxes and mandatory feesUsually criticalMake the total on the cart the amount that will actually be charged.
- Consent is asked for explicitly, unticked, and next to the policy it refers toUsually criticalAsk for consent with an affirmative action — an unticked checkbox or an equivalent control — never a pre-ticked box, an implied acceptance, or consent bundled…
- Cookie consent can be changed or withdrawn from any page after the choiceUsually highOnce the banner has been answered, keep a persistent way back to the consent settings on every page: a footer link in plain words such as "Cookie settings"…
- Displayed certifications and awards are real and currentUsually mediumShow a certification, award, or compliance badge (ISO, SOC 2, HIPAA, industry awards) only for credentials currently held, and track the certifying body and…
General
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