Research the general aspects 

— Correctness of the server-side response of the main website pages, including home page, product page, category page, article and page 404
— Server-side response speed and html-document assessment
— Size of scripts and CSS files
— Test of the website load speed
— Assessment of compliance of the web pages slicing with the validation standards (https://validator.w3.org/) and search for errors and aberrations
— Outcomes and recommendations

— Search engine filters
— Check of the robots.txt file with special attention to the Disallow directives
— Sitemap.xml check
— Check of affiliations of the domain
— Recommendations concerning the configuration of 301 redirect
— Website geotargeting
— Check of address registration in "My business Google"
— Correctness of code configuration of Google Analytics script
— Outcomes and recommendations

— Page structure analysis (header, bread crumbs, main block, sidebars, footer)
— Page template analysis
— Evaluation of code redundancy
— Check of code beyond
— Evaluation of the quality and uniqueness of the website text content 
— Recommendations for protecting the website content from illegal copying
— Check for uniqueness and correctness of page titles
— Check for correctness of keyword optimization
— Evaluation of the website texts to spam criteria
— Novelty of the content
— Evaluation of meta-tags (title, description, etc.) and H1, H2 headings
— Correctness of using ","  and other text tags
— Evaluation of optimization of illustrations
— Evaluation of internal link structure
— Check of the copyright in the website footer
— Check of invisible content presence on the website pages
— Check for the availability of a sitemap designed as a set of links to all main website categories on a single page
— Outcomes and recommendations

— Evaluation of domain age with WHOIS and Webarchive.org
— Snippet optimization
— Check for favicon availability
— Check for the availability of contact information in snippets
— Check for the availability of “short links”
— Check of structured data on the website
— Outcomes and recommendations

— Checking for the presence of outbound spam links
— Internal link structure (page weight) analysis
— Definition of website trust and recommendations on trust building
— Recommendations on link building
— Recommendations for engaging site visitors via forums and blogs
— Website promotion services

— Comparison of 4 competitor domains 

— Check for the availability of several means of contact (phone, e-mail, skype, etc.) 
— Check for the availability of addresses and telephones of particular organization’s services, offices, headquarters.
 — Check for the availability of interactive maps to the offices. 
— Check for the availability of particular company representatives’ contacts with their photos. 
— Check for the availability of company age and its confirmation on the website. 
— Check for the availability of bank account details

— Check for the availability of several contact telephone numbers 
— Availability of service to request a call 
— Check availability of links to social network groups/accounts

— Client support hotline 
— Possibility of contacting the store manager online
— Check of rapid reaction to a new order on the website 
— E-mail and sms order confirmation on the website 
— FAQs or Help webpage
— Availability of a live photo of client support manager 
— Availability of rapid response to an online consultation 
— Fresh posts on social networks

— Sufficient quantity of services or categories and items
— Descriptions and specifications of commodities / description of services
— Unique photos of commodities and possibility of detailed view of commodities 
— Information on prices (discounted prices, loyalty points) 
— Information about availability of commodities in stock and delivery 
— Cross-sell / Up-sell 
— Video reviews 
— 3D models of commodities
— User-generated reviews 
— Comparison of commodities 
— Popularity rating of commodities

— Possibility of online pay 
— Possibility to buy in credit and without registration (buy in one click) 
— Availability of several points of collection by a customer 
— Competitive delivery price. 
— Delivery to different regions. 
— Rapid delivery. 
— Availability of different payment options. 
— Online delivery time estimation
— Multiple stores or stocks

— Special campaigns 
— Special offers 
— Availability of the "Sale" page on the website

— History of the company 
— Certificates and awards 
— Mission 
— Vacancies 
— Photos of the office 
— Photos of company employees

— Availability of every section, category and commodity on the website in 3 clicks
— Filters and sorting for fast search of commodities or services
— Assessment of on-site search
— Absence of third party advertising on the website

— Correctness of web analytics systems configuration 
— Check of the basic analytical parameters (traffic sources, geography of visitors, medium time on the website, bounce rate, conversions)