What web design in Chicago covers, and where it stops
Web design is the planning, visual design and build of a website so that visitors can do what they came to do, search engines can read the pages and your own team can keep the site current. A full project runs from discovery through structure, content, design, build, accessibility and speed checks, search foundations, launch and handover. This page covers that work for a new site or a redesign.
It does not cover everything a site needs afterward. Repair, speed and security work on an existing WordPress site is on the WordPress cleanup and speed page. Our own publishing system, CMS MESH 5.1 (Media Express Static Hub), has its own page. Continuing search work is on the SEO, AEO and GEO page, and paid campaigns are on the advertising agency page.
Discovery and structure
Goals, visitor tasks, a sitemap and a content plan, agreed before any layout is drawn.
Content
Page copy, photos, forms and calls to action written for people first, with real facts only.
Design and build
Phone-first layouts with working keyboard access, readable contrast and fast loading.
Launch and handover
A checklist run, redirects tested, search tools connected and every account written down.
Who is behind this page: Media Express LLC opened on April 1, 1995, in Mount Prospect, Illinois. Google's own history page says Google Inc. was officially born in August 1998, so we were building websites in the dial-up era, more than three years before Google Inc. existed. Since then we have delivered 2,500+ digital projects, and our own team of AI agents (Claude, ChatGPT, Gemini and open-source runtimes) keeps 100+ web properties running and monitored. We are a Polish-American agency and support clients in English and Polish.[32]
This guide is written for owners and managers of Chicago-area companies, clinics, offices, trades, nonprofits and public bodies who need a new site or a redesign and want to know what a good project contains before they compare web design companies. Where a section applies mostly to one kind of client, such as public bodies and accessibility rules, it says so.
Discovery, structure and content: decide before you design
Many website problems that appear after launch were decided, or skipped, in the first weeks: unclear goals, a page structure that mirrors the org chart instead of the visitor's task, and content that arrives late. Discovery settles the decisions that are most expensive to change later.
- Goal and measure. What a visit is for (calls, quote requests, bookings, orders) and how you will count it.
- Visitor tasks. The few things a visitor must be able to do in the first minute, in the visitor's words, not yours.
- Sitemap. The list of pages, how they link to each other, and one clear purpose per page.
- Content plan. Who writes each page, who supplies photos, and who approves.
- Feature list. Forms, booking, payments, languages, integrations, and anything that needs a login system.
- For a redesign, an inventory. Every current URL, what it earns today and what will happen to it.
Structure has a search side. Google's SEO starter guide advises organizing a site in a logical way, using words in URLs that are useful to users, and giving each page a title that is unique, clear and concise. It says there is no magical, ideal number of headings, so write headings for readers, and that descriptive link text helps users understand where a link goes.[1]
Content is the part projects underestimate. Google's guidance on people-first content asks whether a page offers original information, reporting, research or analysis, and whether it is written or reviewed by someone who demonstrably knows the topic. Its Who, How and Why framing asks you to be clear about who created the content, how it was produced (including any automation or AI) and why it exists, which should be to help visitors and not mainly to attract search traffic.[2]
Local detail belongs on a page only when it is true and useful: the neighborhoods you serve, a real address, real hours. Do not clone one page per suburb (see the search section below).
Custom design or a template, and how the site is built
A template (or theme) is a ready-made layout that you fill with your content. Custom design means the layouts are drawn for your pages and your visitors' tasks, then built to match. Neither is automatically better. The choice is about fit, budget and who will edit the site afterward.
| Approach | Fits when | Trade-off | Verify before you sign |
|---|---|---|---|
| Template or theme | A simple brochure site with a small content set and a short schedule. | Layout choices are limited, and extra features often arrive as add-ons that someone must keep updated. | Open the live demo on a phone and with the keyboard only. Check that real links are anchor elements with an href and that content is in the HTML that Google receives. |
| Custom design on a CMS | Your content is varied, your staff edit often, or the brand needs its own layouts. | More design and build effort, and quality depends on the standards of the people building it. | Ask how headings, alt text, form labels, status codes and redirects are handled, and who owns the theme files and the license list. |
| Hand-built static pages | Content that is fixed or changes occasionally and is edited by a person, such as on our CMS MESH. | No visual editing screen for staff, so changes go through a person. | Ask how changes are published, where the files live and who holds the logins. The CMS MESH page explains our own approach. |
Whichever route you choose, some checks decide whether Google can read the site at all. Google says it processes JavaScript pages in three phases (crawling, rendering and indexing) and that server-side or pre-rendering is still a great idea because it makes a site faster for users and crawlers. It also says links are discovered only if they are <a> elements with an href, that pages should return meaningful HTTP status codes such as 404 for a missing page, and that single-page apps should use the History API instead of URL fragments.[22]
A heavy page builder, a front-end framework or a stack of plugins is a choice with consequences for speed, accessibility and upkeep, not a free upgrade. Ask what each one adds to every page and who will maintain it. If a site already runs on WordPress and has grown slow or fragile, see the WordPress cleanup and speed page before deciding on a rebuild. Systems that need accounts, payments or connections to other software are covered on the custom apps and integrations page.
Mobile-first and accessible by design
Design the phone screen first. In Pew Research Center's 2025 survey of 5,022 U.S. adults, 91% owned a smartphone and 98% owned a cellphone of some kind. Pew's 2025 data also show that 16% of U.S. adults are smartphone-only internet users, meaning they own a smartphone but do not subscribe to home broadband. For those visitors the phone is the website.[18]
Google's documentation says it uses the mobile version of a site's content, crawled with the smartphone agent, for indexing and ranking, and that only content shown on the mobile site is used for indexing. The phone layout therefore has to carry the same primary content, headings, structured data, titles, meta descriptions and image alt text as the desktop layout, and primary content must not wait for a tap or swipe to load. Start every page with the viewport tag that web.dev recommends, <meta name="viewport" content="width=device-width, initial-scale=1">, give images a max-width of 100% plus width and height attributes so the browser can reserve space, and avoid layouts that force sideways scrolling.[3],[11]
Accessibility is a design decision, not a plug-in. ADA.gov's web guidance (dated March 18, 2022) says the ADA applies to state and local governments (Title II) and to businesses open to the public (Title III), and that the Department of Justice does not have a regulation setting out detailed standards for web content. It names the Web Content Accessibility Guidelines (WCAG) and the Section 508 Standards as helpful guidance. Its list of common barriers: poor color contrast, no text alternatives on images, no captions on videos, inaccessible online forms and mouse-only navigation.[15]
For public bodies the position is firmer. ADA.gov says the Title II web rule names WCAG 2.1 Level AA as the technical standard for state and local governments' web content and mobile apps. After an interim final rule that the Federal Register published on April 20, 2026, its compliance dates are April 26, 2027 for entities with a population of 50,000 or more and April 26, 2028 for smaller entities and special district governments. That page does not address private businesses. If you are building for a Chicago-area public body, plan for the rule from the first design.[16]
WCAG 2.2 is the current W3C Recommendation (the version dated 12 December 2024, first published 5 October 2023). It adds nine success criteria to WCAG 2.1, removes 4.1.1 Parsing as obsolete, and defines three conformance levels: A, AA and AAA. In the written scope we name the target level and recommend Level AA, because it is the level that the Title II rule adopts for WCAG 2.1 and a level that can be tested.[12],[13],[16]
| Criterion | What it asks | Design decision it drives |
|---|---|---|
| 1.4.3 Contrast (Minimum) | Text and images of text have a contrast ratio of at least 4.5:1; large-scale text (18 point, or 14 point bold) at least 3:1. | Brand colors for body text, buttons and links are tested before the palette is approved. |
| 1.4.4 Resize Text | Text can be resized up to 200 percent without loss of content or functionality. | Layouts use flexible units and are tested with browser zoom. |
| 1.4.10 Reflow | Vertical scrolling content works at a width equivalent to 320 CSS pixels. | Every template is designed and checked at the narrowest phone width. |
| 2.1.1 Keyboard (Level A) | All functionality is operable through a keyboard interface. | Menus, sliders, pop-ups and forms are built so a keyboard alone can use them. |
| 2.4.11 Focus Not Obscured (Minimum), new in 2.2 | When a component receives keyboard focus, it is not entirely hidden due to author-created content. | Sticky headers, footers and banners are tested so they do not cover the focused item. |
| 2.5.8 Target Size (Minimum), new in 2.2 | Pointer targets are at least 24 by 24 CSS pixels, with listed exceptions (spacing, equivalent, inline, user agent control, essential). | Buttons, menu items and icons on phones are drawn large enough or spaced apart. |
| 3.1.1 Language of Page (Level A) | The default human language of each web page can be programmatically determined. | Every page declares its language, which matters on a bilingual English and Polish site. |
| 3.3.8 Accessible Authentication (Minimum), new in 2.2 | A cognitive function test, such as remembering a password, is not required for any step in authentication unless one of the listed alternatives applies. | Log-in forms allow a password manager to fill the fields. |
The scale of the problem is documented. The 2026 WebAIM Million analysis of one million home pages found detectable WCAG 2 failures on 95.9% of them (94.8% in 2025), an average of 56.1 detected errors per page, and low-contrast text on 83.9%, missing image alternative text on 53.1% and missing form input labels on 51%. Pages that used ARIA averaged 59.1 errors against 42 for pages without it, which is a reason to start from plain, correct HTML. WebAIM adds that the absence of detected errors does not indicate that a page is accessible or conformant.[17]
Testing has to go beyond a scan. ADA.gov advises using automated checkers carefully and combining them with manual review, because a clean report does not mean the site is fully accessible. W3C's Easy Checks cover page title, image text alternatives, headings, contrast, text resizing, keyboard focus, form labels, moving content, video and audio alternatives, and basic structure, and W3C states that they are quick rather than definitive: a page could seem to pass and still have significant barriers. Use them as a first review, then test the real templates with a keyboard and a zoomed screen.[15],[14]
Speed and page experience, measured
Core Web Vitals are three measurements of real visits. web.dev's good thresholds are: Largest Contentful Paint (loading) within 2.5 seconds, Interaction to Next Paint (responsiveness) of 200 milliseconds or less, and Cumulative Layout Shift (visual stability) of 0.1 or less. They are assessed at the 75th percentile of page loads, segmented across mobile and desktop.[6]
Google says it highly recommends that site owners achieve good Core Web Vitals for success with Search, and that Core Web Vitals are used by its ranking systems. It is equally direct about the limit: its page experience guidance says there is no single signal, and that Google Search always seeks to show the most relevant content, even if the page experience is sub-par. Treat speed as part of serving visitors, not as a ranking trick.[5],[4]
Many sites do not meet the thresholds. The HTTP Archive's Web Almanac, using Chrome UX Report data from July 2025, found that 48% of mobile websites and 56% of desktop websites had good Core Web Vitals in 2025.[10]
| Metric and good threshold | Decisions that help | What to avoid |
|---|---|---|
| Largest Contentful Paint: 2.5 seconds or less | Put the hero image or main text in the initial HTML so the browser finds it early, give high fetch priority to no more than one or two images, and keep time to first byte low. | Lazy-loading the largest image, images that appear only through JavaScript or a CSS background, and several redirects before the page starts. |
| Interaction to Next Paint: 200 milliseconds or less | Break up the work in event callbacks into separate tasks, yield to the main thread, and keep the page structure (the DOM) small. | Long tasks that block the main thread when a visitor taps or types. |
| Cumulative Layout Shift: 0.1 or less | Set width and height on images and video, reserve space for ads, embeds and banners, use font-display optional or a close fallback font, and animate with transform. | Injecting content near the top of the page after it loads, and animating top and left. |
Hosting is part of the design conversation. web.dev says a high time to first byte can make a 2.5 second LCP challenging or even impossible, and lists multiple redirects, distant visitors, poor networks and uncacheable query parameters among the causes. Its rough guideline splits LCP time into four parts: about 40% time to first byte, under 10% resource load delay, about 40% resource load duration and under 10% element render delay. These are guidelines, not strict rules.[7]
Images are usually the heaviest part of a page. Google's image guidance lists the formats Google Search supports (BMP, GIF, JPEG, PNG, WebP, SVG and AVIF), describes the srcset attribute and the picture element for serving different versions to different devices, and says to always keep a fallback src.[23]
Search foundations, redesign and launch checklist
Google's starter guide says it cannot promise that any particular site will be added to its index, and that you usually do not need to do anything except publish a site. Following Google's Search Essentials makes a site more likely to appear. At build time the job is to remove obstacles and set up the basics correctly.[1]
- Titles and descriptions. One unique, clear title and one short, unique meta description per page. Google says snippets are usually drawn from the page content and sometimes from the meta description.[1]
- Headings and links. Real headings in a logical order help screen reader users, even though Google Search does not depend on them, and descriptive link text tells users where a link leads.[1]
- Images. Useful, information-rich alt text without keyword stuffing, short descriptive file names instead of names like image1.jpg, and images placed near relevant text.[23]
- Structured data. For a local business, Google lists name and address as required properties, and telephone, url and opening hours among the recommended ones, with JSON-LD examples. Anything produced with AI should be reviewed and validated before it goes live.[24],[27]
- A sitemap. Google says well-linked pages are usually found without one, that sites of about 500 pages or fewer may not need one, that new sites with few external links gain more, and that a sitemap does not promise everything will be crawled or indexed.[21]
- Two languages. For an English and Polish site, Google describes three ways to mark language versions (HTML link elements, HTTP headers or a sitemap), and every version must list itself and all the others or the annotations are ignored. WebAIM counts a missing document language among its six most common failures, found on 13.5% of home pages.[25],[17]
- No cloned city pages. Google's spam policies describe doorway abuse as pages created to rank for specific, similar queries, including multiple domains or pages targeted at specific regions or cities that funnel users to one page. A location page earns its place only with real local content.[26]
Ongoing search work, AI search visibility and local listings are separate, continuing services. See the SEO, AEO and GEO page and the specialist AI search site ai-seo-geo.com.
A redesign changes URLs more often than owners expect. Google's site move guidance says to map every old URL to its new URL (building the list from sitemaps, server logs, analytics and the CMS), to use server-side permanent redirects such as 301 or 308, and to avoid sending many old URLs to one unrelated page such as the home page. Googlebot can follow up to 10 redirect hops, but Google advises redirecting straight to the final destination and, where a chain cannot be avoided, keeping it to about 3 hops and fewer than 5. Redirects should stay for as long as possible, generally at least 1 year. Google also says to expect temporary fluctuation in ranking during a move, and that for medium-sized sites the transition can take a few weeks or longer.[19]
- Remove the build-time blocks. If you used noindex or robots.txt blocks while building, remove them at launch. A page blocked by robots.txt never shows its noindex tag to the crawler, so choose one method deliberately.[19],[20]
- Test the redirect map. Check old URLs, including images and PDFs that earn visits, with the URL Inspection tool or a script, and look for chains.[19]
- Serve over HTTPS with one canonical URL per page. Google asks whether pages are served in a secure fashion, and each new URL should carry a self-referencing canonical tag.[4],[19]
- Check phone parity. The phone version carries the same content, headings, structured data, titles, descriptions and alt text.[3]
- Run a first accessibility review. Keyboard walk-through, contrast, zoom, form labels and error messages, with Easy Checks and manual review.[14],[15]
- Record a Core Web Vitals baseline on the real templates, then watch the Core Web Vitals report in Search Console after launch.[5],[6]
- Validate structured data with the Rich Results Test.[24]
- Submit the new sitemap in Search Console and remove the old one once Google uses the new one.[19]
- Test every form and phone link from a phone, and confirm that a real message reaches a real inbox.
- Write the handover: logins, files, DNS records and renewal dates in one document, held by the owner.
- SystemRule sheet: a launch is blocked while any check fails. Normal text needs a contrast ratio of at least 4.5:1. Touch targets must be at least 24 by 24 CSS pixels. Every old URL needs one permanent redirect to a relevant new page. No page may carry noindex. A test message from the contact form must reach the owner's inbox.
- StaffFictional site: a family dental office with 14 old pages and 11 new pages. Run the pre-launch check.
- SystemRedirects: 14 of 14 old URLs map to a new page. Three old service pages were merged into one. Redirect chains found: 0. Pass.
- SystemIndexing: 2 of 11 new pages still carry the noindex tag from the build. Fail. Remove the tag, and do not also block those pages in robots.txt.
- SystemContrast: the grey footer link measures 3.2:1 on its background. Fail. Darken the text color.
- SystemTouch targets: the phone icon in the header measures 20 by 20 pixels. Fail. Enlarge it or add spacing around it.
- SystemForms: a test message sent from a phone reached the office inbox. Pass.
- SystemResult: 3 of 5 checks failed (indexing, contrast, touch targets). Fix, run the check again, then a person approves go-live.
Browser simulation with fictional data and fixed rules. Not a live AI run and not a customer result.
Rules that touch a website, and who owns what
- Accessibility (federal ADA). For businesses open to the public, ADA.gov says the law covers what they offer on the web, but that there is no regulation setting out detailed web standards. WCAG is named as helpful guidance. A WCAG 2.2 Level AA build gives you a measurable target. It is not a legal opinion. State and local government bodies are covered by the separate Title II rule described above.[15],[16],[12]
- Personal information (Illinois Personal Information Protection Act, 815 ILCS 530). A data collector that holds personal information about an Illinois resident must implement and maintain reasonable security measures, and a contract for disclosing that information must require the recipient to do the same (Section 45). The Act's definition of data collector includes privately and publicly held corporations and any other entity that handles or collects nonpublic personal information. Its "personal information" is a name combined with items such as a Social Security number, driver's license number, financial account or card number, medical information, health insurance information or unique biometric data, or an online account user name or email address combined with a password or security answer. The definition of medical information includes information provided to a website or mobile application.[28]
- Who owns the design (U.S. Copyright Office). Circular 30, revised August 2024, explains that a work is made for hire when an employee creates it within the scope of employment, or when it is specially commissioned in one of nine listed categories under a written agreement that both parties sign and that says so. If those requirements are not met, it is not a work made for hire. The Office states that it cannot give legal advice on the status of a work.[29]
- Who holds the domain (ICANN). ICANN defines a domain name registrant as an individual or entity who registers a domain name, and says that on registration the registrant enters into a contract with a registrar and manages the domain settings through that registrar. The name on that registration is the first thing to check.[30]
What this means in practice for a Chicago-area business that takes bookings, patient intake, payments or uploaded documents on its site: the security review is part of the build, and vendor contracts (form tools, hosting, scheduling) should be read for the security clause. A site that only publishes information carries far less data risk.
Ownership is easiest to settle before work starts. Ask any agency, including us, to name in writing who will hold each of these at launch:
- The domain registration, with the registrant name and a contact email you control.
- The hosting account and the DNS records.
- The analytics, Search Console and tag manager properties.
- The design files, source code and page content, assigned or licensed to you in a signed agreement.
- A list of third-party licenses (fonts, stock photos, plugins) with their renewal dates.
- A handover document and a way to reach whoever built the site.
How a web design project works with us: scope, cost drivers and AI
Request
You tell us what the site must do, what exists today and what worries you, in English or Polish.
Short call
We ask about goals, audience, content and limits, and say honestly whether a new build, a redesign or a smaller fix fits.
Written scope
The goal, pages and features, tools, approvals and the success measure are written down, with the cost, before anything is built.
Design and build
Structure and content first, then phone-first layouts, then the build, with accessibility and speed checked on real pages. A person approves what goes live.
Launch and handover
The launch checklist is run, redirects and indexing are checked, and logins, files and renewal dates are handed over.
We do not publish prices on this site. The estimate is free, we work with every budget, and scope and cost come in writing after a short call. A figure quoted before the scope is known would be a guess. What changes the scope is below, and the schedule we give you comes with the written scope.
| Driver | Adds work when | What helps |
|---|---|---|
| Page and template count | Many different page types each need their own layout. | Group pages into a few templates and start with the pages that earn. |
| Content readiness | Copy, photos and approvals arrive late or change after design. | One decision maker and content dates written into the scope. |
| Features and integrations | Booking, payments, member logins, CRM or calendar connections. | List the must-haves and defer the rest to a second phase. |
| Languages | A second language (for example English and Polish) means every page, form and metadata field is done twice, plus language markup and annotations. | Decide early which pages truly need both languages. |
| Redesign history | Many old URLs to map, or content to move by hand. | An inventory of old URLs and their traffic early on. |
| Accessibility target | A WCAG 2.2 Level AA target means contrast, keyboard, zoom, form and target size checks on every template. | Decide the target at the start, so it shapes the design and is not repaired later. |
| Security and data | The site handles payments, health details, uploads or personal information about Illinois residents. | Name the data the site will collect and who receives it. |
| Approvals | More reviewers and more rounds of changes. | One owner for sign-off. |
AI is how we work faster: drafting, tests and audits. A person approves what goes live. Google's guidance backs that stance. It says generative AI can be useful when researching a topic and adding structure to original content, but that using it to generate many pages without adding value for users may violate its spam policy. It says all AI-generated content should be fact-checked and reviewed manually, including titles, meta descriptions, structured data and image alt text, and it suggests considering adding information on how content was created. Our wider AI operations are on the proof page.[27],[2]
Questions to ask any website design company, including us:
- Who will be the domain registrant, and who will hold the hosting and analytics logins at launch?[30]
- Who owns the design, code, photos and fonts, and where is that written and signed?[29]
- Which WCAG version and level will you build to, and how will you test beyond an automated scan?[12],[15]
- Can you show Core Web Vitals field data for sites you built, not only a lab score?[6]
- How will old URLs be mapped and redirected, and how long will the redirects stay?[19]
- Is the content in the HTML that Google receives, and are links real links?[22]
- Who writes the content, and how is AI use disclosed and reviewed?[2],[27]
- What does the written scope say is not included?
- A written scope with the sitemap and the feature list.
- Page designs for phone and desktop.
- The built site, tested for keyboard access, contrast, zoom and speed.
- The launch checklist results and, for a redesign, the redirect map.
- Handover notes with logins, files, license list and renewal dates.
To prepare: your goals and the one action a visitor should take; the address and logins of any current site; logo files, photos and the text you already have; examples of sites you like and why; the person who approves; any industry rules that apply (healthcare, finance, licensing); and the languages you need. If you want to work out how ready your business is for AI work first, the AI readiness audit is a quick start.
When this is not a good fit
A new design is a larger project than many problems need, so skip it when a smaller step does the job.
- Your site exists and is slow, hacked or breaking after updates. Repair and clean-up often come first, and a rebuild may not be needed. See the WordPress cleanup and speed page.
- You need a few text or photo changes. That is an edit, not a design project.
- You want a promise of rankings or leads. A design cannot promise either. Google says it cannot promise that a site will even be indexed, and search work is continuing work on the SEO, AEO and GEO page.[1]
- What you need is software, not a website. Portals, internal tools and system connections are on the custom apps and integrations page.
- You need ads or radio first. See the advertising agency and radio advertising pages.
- Your content does not exist yet and nobody owns it. The design will stall. Settle who writes and approves before the project starts.
- A one-page placeholder is enough. A simple builder may be all you need until the business is ready for a full site.
- You need a legal opinion on accessibility or privacy. That is a job for an attorney.
If one of these fits, we will say so on the first call.
Questions answered
What does a web design company in Chicago actually do?
How much does a website cost?
How long does it take to build a new website?
Should I choose custom web design or a template?
Does my business website have to meet WCAG or the ADA?
What is new in WCAG 2.2?
What are Core Web Vitals, and what should a new site score?
Does my website need to be mobile-friendly?
Will a redesign hurt my Google rankings?
Who owns my website and domain after launch?
Can you build a website in English and Polish?
How do you use AI when designing a website?
Do you work outside Chicago?
What should I ask a website design company before signing?
Sources
- SEO Starter Guide (Google Search Central), accessed 2026-10-13. Unique titles, meta descriptions, headings, descriptive link text, logical structure, and that Google cannot promise a site will be indexed.https://developers.google.com/search/docs/fundamentals/seo-starter-guide
- Creating helpful, reliable, people-first content (Google Search Central), accessed 2026-10-13. Who, How and Why framing, original information, expert review, disclosure of automation.https://developers.google.com/search/docs/fundamentals/creating-helpful-content
- Mobile site and mobile-first indexing best practices (Google Search Central), accessed 2026-10-13. Google indexes the mobile version; content, structured data, metadata and alt text parity; no lazy-loading of primary content on interaction.https://developers.google.com/search/docs/crawling-indexing/mobile/mobile-sites-mobile-first-indexing
- Understanding page experience in Google Search results (Google Search Central), accessed 2026-10-13. No single page experience signal; Core Web Vitals used by ranking systems; relevance still comes first; HTTPS and mobile questions.https://developers.google.com/search/docs/appearance/page-experience
- Understanding Core Web Vitals and Google search results (Google Search Central), accessed 2026-10-13. Google highly recommends good Core Web Vitals; check the Core Web Vitals report in Search Console.https://developers.google.com/search/docs/appearance/core-web-vitals
- Web Vitals (web.dev (Google)), accessed 2026-10-13. Good thresholds for LCP, INP and CLS and the 75th percentile assessment, segmented by device.https://web.dev/articles/vitals
- Optimize Largest Contentful Paint (web.dev (Google)), accessed 2026-10-13. LCP subparts, discoverable LCP image, never lazy-load it, fetchpriority, time to first byte and redirects.https://web.dev/articles/optimize-lcp
- Optimize Interaction to Next Paint (web.dev (Google)), accessed 2026-10-13. What INP measures, its three phases, breaking up long tasks, yielding, and keeping the DOM small.https://web.dev/articles/optimize-inp
- Optimize Cumulative Layout Shift (web.dev (Google)), accessed 2026-10-13. Causes of layout shift and fixes: image dimensions, reserved space, font-display, transform animations.https://web.dev/articles/optimize-cls
- Web Almanac 2025: Performance (HTTP Archive), accessed 2026-10-13. Share of mobile and desktop websites with good Core Web Vitals in 2025 (July 2025 measurements).https://almanac.httparchive.org/en/2025/performance
- Responsive web design basics (web.dev (Google)), accessed 2026-10-13. Viewport meta tag, avoiding horizontal scrolling, max-width 100 percent images with width and height attributes.https://web.dev/articles/responsive-web-design-basics
- Web Content Accessibility Guidelines (WCAG) 2.2 (W3C), accessed 2026-10-13. Conformance levels and the text of success criteria 1.4.3, 1.4.4, 1.4.10, 2.1.1, 2.4.11, 2.5.8, 3.1.1 and 3.3.8.https://www.w3.org/TR/WCAG22/
- What's New in WCAG 2.2 (W3C Web Accessibility Initiative), accessed 2026-10-13. Nine new success criteria and their levels, removal of 4.1.1 Parsing, publication date.https://www.w3.org/WAI/standards-guidelines/wcag/new-in-22/
- Easy Checks: A First Review of Web Accessibility (W3C Web Accessibility Initiative), accessed 2026-10-13. Quick checks list and the statement that they are not definitive.https://www.w3.org/WAI/test-evaluate/preliminary/
- Guidance on Web Accessibility and the ADA (U.S. Department of Justice (ADA.gov)), accessed 2026-10-13. Title II and III coverage, no regulation with detailed web standards, WCAG as helpful guidance, common barriers, manual review with automated checkers.https://www.ada.gov/resources/web-guidance/
- Fact Sheet: Final Rule on Accessibility of Web Information and Services of State and Local Governments (U.S. Department of Justice (ADA.gov)), accessed 2026-10-13. Title II rule names WCAG 2.1 Level AA; compliance dates after the April 20, 2026 interim final rule; page does not address private businesses.https://www.ada.gov/resources/2024-03-08-web-rule/
- The WebAIM Million (2026) (WebAIM, Utah State University), accessed 2026-10-13. Share of home pages with detected WCAG 2 failures, most common failure types, ARIA finding and the limit of automated detection.https://webaim.org/projects/million/
- Mobile Fact Sheet (Pew Research Center), accessed 2026-10-13. Smartphone and cellphone ownership and smartphone-only internet users among U.S. adults (2025 survey).https://www.pewresearch.org/internet/fact-sheet/mobile/
- Site moves with URL changes (Google Search Central), accessed 2026-10-13. URL mapping, permanent redirects, chains, noindex and robots.txt cleanup, sitemaps, keeping redirects, expected fluctuation.https://developers.google.com/search/docs/crawling-indexing/site-move-with-url-changes
- Block Search indexing with noindex (Google Search Central), accessed 2026-10-13. noindex meta tag and X-Robots-Tag; a page blocked by robots.txt never shows its noindex to the crawler.https://developers.google.com/search/docs/crawling-indexing/block-indexing
- Learn about sitemaps (Google Search Central), accessed 2026-10-13. What a sitemap is, when a small site may not need one, and that a sitemap does not promise crawling or indexing.https://developers.google.com/search/docs/crawling-indexing/sitemaps/overview
- Understand JavaScript SEO basics (Google Search Central), accessed 2026-10-13. Crawl, render, index; pre-rendering still a good idea; links must be a elements with href; status codes; History API.https://developers.google.com/search/docs/crawling-indexing/javascript/javascript-seo-basics
- Google Images SEO best practices (Google Search Central), accessed 2026-10-13. Alt text, descriptive file names, supported image formats, srcset and picture, placement near relevant text.https://developers.google.com/search/docs/appearance/google-images
- Local Business structured data (Google Search Central), accessed 2026-10-13. Required and recommended LocalBusiness properties, JSON-LD examples, Rich Results Test.https://developers.google.com/search/docs/appearance/structured-data/local-business
- Localized versions of your pages (Google Search Central), accessed 2026-10-13. Three ways to mark language versions and the requirement that every version lists itself and all others.https://developers.google.com/search/docs/specialty/international/localized-versions
- Spam policies for Google web search (Google Search Central), accessed 2026-10-13. Doorway abuse including city-targeted pages, scaled content abuse.https://developers.google.com/search/docs/essentials/spam-policies
- Google Search's guidance on using generative AI content (Google Search Central), accessed 2026-10-13. Generative AI for research and structure; many pages without added value may violate spam policy; fact-check and review all AI content including metadata and structured data.https://developers.google.com/search/docs/fundamentals/using-gen-ai-content
- 815 ILCS 530: Personal Information Protection Act (Illinois General Assembly), accessed 2026-10-13. Definitions of data collector and personal information; Section 45 reasonable security measures and contract clause.https://www.ilga.gov/Legislation/ILCS/Articles?ActID=2702&ChapterID=67
- Circular 30: Works Made for Hire (U.S. Copyright Office), accessed 2026-10-13. Two situations of work made for hire; nine categories and a signed written agreement for commissioned works; no legal advice from the Office.https://www.copyright.gov/circs/circ30.pdf
- Information for Domain Name Registrants (ICANN), accessed 2026-10-13. Definition of a registrant and the contract with a registrar.https://www.icann.org/registrants
- Federal Trade Commission Announces Final Rule Banning Fake Reviews and Testimonials (U.S. Federal Trade Commission), accessed 2026-10-13. What the final rule prohibits and the announcement date.https://www.ftc.gov/news-events/news/press-releases/2024/08/federal-trade-commission-announces-final-rule-banning-fake-reviews-testimonials
- Our story (Google), accessed 2026-10-13. Google Inc. officially born in August 1998.https://about.google/company-info/our-story/
How we checked this page
What we checked
- Read the Google Search Central pages cited here (SEO starter guide, people-first content, mobile-first indexing, page experience, Core Web Vitals in search, site moves, noindex, sitemaps, JavaScript SEO, image best practices, LocalBusiness structured data, localized versions, spam policies, generative AI content) and noted each page's own last-updated date.
- Read the web.dev articles on Web Vitals thresholds, optimizing LCP, INP and CLS, and responsive design basics, and the HTTP Archive Web Almanac 2025 performance chapter for the share of sites with good Core Web Vitals.
- Read the WCAG 2.2 Recommendation text for criteria 1.4.3, 1.4.4, 1.4.10, 2.1.1, 2.4.11, 2.5.8, 3.1.1 and 3.3.8, W3C's What's New in WCAG 2.2 page and the Easy Checks page.
- Read ADA.gov's web guidance and its Title II web rule page (including the April 20, 2026 interim final rule dates), the 2026 WebAIM Million results and Pew Research Center's mobile fact sheet.
- Read the Illinois Personal Information Protection Act text on ilga.gov (definitions and Section 45), U.S. Copyright Office Circular 30, ICANN's registrant page and the FTC press release on the fake reviews rule.
- Opened the four Wikipedia articles used as topic links (web design, responsive web design, web accessibility, search engine optimization) and Google's own history page for the August 1998 date.
What we could not verify
- Prices, typical timelines or market rates for web design in Chicago: no neutral primary source exists, so none are stated.
- The size or make-up of the Chicago web design market, and any Chicago-specific website or mobile usage figure; the Pew figures are national.
- Whether ADA Title III will get a federal web regulation, and any Illinois law that sets a web accessibility standard for private businesses; none is stated.
- The text of the Federal Register interim final rule itself; the Title II compliance dates are quoted from the ADA.gov page as it read on 2026-10-13 and should be rechecked before you rely on them.
- The Bing and other search-engine equivalents of the Google guidance cited here.
- Contract terms of any hosting, form or scheduling vendor; the page lists what to ask, not what any vendor offers.
- Legal conclusions of any kind: this page is general information, not legal advice.
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