Most white pages that fail review have nothing clever wrong with them. A privacy policy is missing, the phone number belongs to another country, or a menu link leads to a 404. This checklist collects the basics in the order worth checking them. It takes about ten minutes per site, and it saves you from losing an ad account to something you could have fixed before launch.
If you are new to the term, start with what a white page is.
1. Every page in the menu opens
Click through the whole navigation and the footer. No 404s, no links to #, no endless redirects, no "coming soon". A broken link on a site that claims to be a real business is the fastest signal that nobody maintains it.
2. The site works on a phone
Most reviews, and most of your traffic, will see the mobile version. Check that the menu opens, text is readable without zooming, and nothing overflows the screen sideways.
3. The first screen says what the business does
A visitor should understand within a few seconds what is offered, to whom and where. "Innovative solutions for your success" says nothing. "Family dental clinic in Denver: cleanings, fillings, emergency visits" says everything.
4. There is real content behind the home page
An "About" page and a page describing the services or products, with specifics: what is included, how it works, who it is for. A single-screen site with no depth looks like a placeholder, because it usually is one.
5. Contacts are complete and match the GEO
A contact page with a form, an email address and a phone number. For a local business, add a street address. The phone should use the target country's format and code, and the address should be in that country. A US number on a site for Italy is an instant mismatch.
6. Privacy policy, terms and cookie policy exist
These three pages are expected of any commercial site, and a cookie consent banner goes with them. They must mention the same brand name as the rest of the site and be written in the site's language. Regulated verticals need more: gambling needs age limits and responsible-gaming text, finance needs risk disclaimers.
7. All text is in one language, including the legal pages
A Spanish site with English terms, or a German site with an English cookie banner, is a common copy-paste leftover. Check every page, not just the home page.
8. Phone, address, currency and date formats match the country
Prices in the local currency, dates in the local format (MM/DD in the US, DD.MM in Germany), phone numbers with the right country code. Details like these are what make a site look local rather than translated.
9. The brand name is identical everywhere
The same name in the header, the footer, the page titles, the legal pages and the contact email domain. Three spellings of one brand on one site look like three templates glued together.
10. No template leftovers
Search the whole site for "lorem ipsum", "Your Company", "example.com", "123 Main Street" and default testimonials. Also check the <title> of every page, which is easy to forget.
11. No invented social proof
No fake reviews, star ratings, awards or "as seen on" logos. They break most ad networks' policies on their own, and they are the first thing a careful reviewer looks at twice. A site without testimonials is fine. A site with fabricated ones is not.
12. The technical basics are in place
- A unique
<title>and meta description on every page - A favicon
robots.txt, plus a sitemap once the site has its own domain- A thank-you page or message after a form is submitted, not an error
- A custom 404 page instead of a bare server error
How WhiteCraft checks this for you
Every site WhiteCraft generates gets a health score from 0 to 100 before you download it, along with a list of what to fix. The checks behind it cover most of this list:
| Checklist item | What the health score checks |
|---|---|
| 5, 8 | Contact consistency: the same phone and email on every page, no placeholder emails, addresses that match what you entered |
| 6 | Required pages: privacy policy, terms, cookie policy and contact are present |
| 7 | Language: the visible text matches the language of the order |
| 2 | Mobile: viewport and mobile navigation are in place |
| 12 | Canonical and domain: a warning if the site was generated without a target domain |
The rest is built in rather than checked afterwards. Sites are multi-page, with contacts formatted for the GEO, a cookie banner, a thank-you page, a 404 page and structured data without invented ratings. The health score is guidance, not a guarantee: no tool can promise an ad-network approval, and your use of a site still has to follow each network's policies.
See everything that goes into a site on the features page, or check pricing.
The short version
Before launch, make sure the site works, says clearly what it does, can be contacted, has its legal pages, speaks one language that matches the GEO, uses one brand name, and contains nothing invented. That covers the reasons most white pages get rejected.
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