The same rubric we ran on 600 contractor websites, run on yours — free.
The problem
Most contractors have no objective read on their own web presence. It looks fine to them, it was expensive, and the person who built it said it was good. Nothing measures whether it converts.
The rubric
Tap a category to see what its points measure and why it carries that weight.
What the points measure
Whether there is one obvious action on every page, how many steps stand between arriving and booking, and whether the action survives on a phone. Points come off for competing buttons, contact details buried in a footer, and forms that ask for more than a customer will give up front.
Why it's weighted this way
It carries the heaviest weight because it is the only category that decides whether traffic becomes work. Everything else is upstream of this.
What the points measure
Tap-target size, tappable phone numbers, load speed on a real connection, and whether the primary action is reachable with a thumb without pinching or scrolling past a hero image.
Why it's weighted this way
Most contractor searches happen on a phone, often standing in the room with the problem. A site that only works on a desktop loses the customer at the moment they are most ready to act.
What the points measure
Real reviews shown on the page, licensing and insurance stated plainly, service area named, and photos of actual work rather than stock imagery.
Why it's weighted this way
A customer is letting a stranger into their home or business. Without visible proof, they keep shopping — usually to whoever shows it first.
What the points measure
Whether each service is named in the customer's words, described specifically, and given a page of its own instead of being listed in one paragraph.
Why it's weighted this way
A visitor who cannot confirm in a few seconds that you do the exact job they need will assume you don't.
What the points measure
Business listing accuracy, city and service-area coverage on the site, consistent name, address, and hours, and whether local pages exist at all.
Why it's weighted this way
Being found at all comes before converting. This is the gap between showing up in a nearby search and never entering the consideration set.
What the points measure
Where a form submission actually goes, whether calls are tracked, whether a missed call gets any response, and how long the first reply takes.
Why it's weighted this way
Speed decides most of these jobs. A captured lead that sits unanswered until tomorrow has already hired someone else.
What the points measure
Whether the site answers the questions a customer actually has — rough process, what happens on the first visit, how estimates work — instead of talking only about the company.
Why it's weighted this way
Answered questions remove hesitation. Unanswered ones become a phone call the customer never makes.
What the points measure
How many ways there are to reach a human, whether booking is possible without a callback, and whether after-hours contact leads anywhere.
Why it's weighted this way
The second most common gap we found. Customers decide outside business hours, and a site that can only take a message during them hands the job to whoever answered.
What you get back
- A score in each of the eight categories with reasoning
- The specific gaps we found, named and screenshotted
- What we'd fix first and why
- An honest read on whether you need us at all
What changes
You get an objective baseline you can act on with or without us. Some of the audits we've run ended with us telling the owner their site was fine.
Depends on
See how this would work for your business