It's not a long list. And I might add one or two more things. But, for now, this is the bull's eye. This is what I'm looking at, in descending value:
1. Donor-centricity
2. What happens in the first couple of seconds?
3. Did you pass the YOU test?
4. What's the grade level?
5. How's the skimmability?
6. Got offers?
7. Offers unburied?
8. How's your BIG type working?
9. Tell me something I don't know.
10. Are you proud you've slain the Jargon Dragon?
11. Now what?
12. How many calls to action?
Get these basics right. You'll build to succeed. Wrong? To fail.