With thanks to the School of Journalism & Library Science:

Up-to-date?
One of the quickest ways to lose your reader's interest is if your content is out of date. Make sure your date specific events, news items, indicate that the site is actively maintained.

Call to action?
What action do you want your visitor to perform? Is it clearly explained?

Coverage
What is the focus of the site? Are there clear headings to illustrate an outline of the content? Is the navigation within the website clear? Review the header for a clear title and web site description and ensure the navigation reflects content within the web site.

Objectivity
Are biases clearly stated? Are affiliations clear? Check the content for statement of purpose, to determine the type of web site and potential audience for outside links for information external to the website for graphics and cues for affiliations

Accuracy
Are sources of information and factual data listed, and available for cross-checking? Check the content for accuracy of spelling, grammar, facts(!), and consistency within website