Primary Research
The Contractor CRO Index: 380 Contractor Websites Graded on Conversion Potential
380 national contractor brands scored on the Fervor Grade™ framework — 100 points across 6 categories measuring conversion potential, not vanity metrics. Average score: 67/100.
What this index measures
Most contractor website reviews stop at surface-level design. This index goes deeper. We're scoring conversion architecture, organic content investment, trust signals, mobile lead capture, and response speed. The stuff that actually determines whether a visitor turns into a phone call.
And here's why it matters to you: we apply the same framework to your site that we use on these national brands. So you can see exactly where you stand against companies spending 50x your marketing budget. Each inspection scores 100 points across 6 categories and surfaces the specific gaps you can exploit right now.
Scoring rubric · Fervor Grade 2.6
How these scores were calculated
Every site in the index was scored the same way, by the same framework, on the same six categories. So before you read the table, here is the whole rubric: what each category is worth, which pages get weighted how heavily, and where the letter grades cut.
And none of these are Fervor's sites. We score other people's work, which means the rubric has to survive being checked. You can take any brand below, open its site, count the form fields yourself, and see whether the Lead Capture number holds up.
The six categories
| Category | Weight | What it measures |
|---|---|---|
| Trust & Credibility | 22% | Named customer testimonials, review counts pulled from a real platform, licence and insurance proof, before-and-after work, and whether a stranger can tell who owns the company. |
| First Impression | 20% | What resolves above the fold, whether the trade and service area are stated in the first screen, and whether the primary action is obvious without scrolling. |
| Lead Capture | 20% | Phone visibility and tap-to-call, form field count and friction, response-time expectations, and whether the path to a quote survives a mobile thumb. |
| Mobile Experience | 15% | Whether the layout holds together on a small phone, whether buttons are big enough to hit with a thumb, and how long the page takes to open on a mobile connection. |
| Content & SEO | 15% | Whether headings describe what is under them, whether the page labels its own facts so search engines read them correctly, how much real detail the service pages carry, page speed, and whether the content answers the question the visitor arrived with. |
| Accessibility | 8% | Whether somebody with a vision, hearing or mobility impairment can use the site, which several US states and Ontario require by law. Scored by severity across every page we captured, not the homepage alone. |
| Total | 100% | Every category is scored the same way for every business in the table. |
Which pages get weighted, and how much
A score isn't one page. It's several pages scored separately and then weighted, because a homepage that converts means very little if the service page most visitors actually land on doesn't.
Single-location and regional brands
| Homepage | 30% | First impression, trust architecture, and the primary CTA path. |
|---|---|---|
| Primary service page | 40% | Where purchase-intent organic traffic actually lands. |
| Contact or quote page | 30% | The terminal conversion point, scored on form friction and trust at the moment of commitment. |
National and franchise brands
| Homepage | 15% | Brand-level positioning and orientation. |
|---|---|---|
| Location finder | 20% | The franchise locator, which is the national equivalent of a local CTA. |
| Location page | 30% | A local homepage under a national brand, held to full local standards. |
| Primary service page | 20% | Where purchase-intent organic traffic lands. |
| Lead capture page | 15% | The terminal conversion point. |
Where the letters cut
These are American school thresholds, so the A starts at 90. A site in the eighties is doing solid work and still leaving points on the table.
| Score | Grade | Tier | What it means |
|---|---|---|---|
| 90 to 100 | A | Honors | Site earns trust on its own. Conversion potential is strong. |
| 80 to 89 | B | Passing | Solid work. Leaving points on the table. |
| 70 to 79 | C | Conditional | Passed, barely. Major gaps costing jobs. |
| 60 to 69 | D | Probation | Site is on notice. Competitors eating your lunch. |
| Under 60 | F | Condemned | Structurally unsound. Cannot do its job until someone rebuilds it. |
Full capture and scoring procedure: the Site Inspection methodology.
All Inspected Brands
| Rank | Score ↓ | Brand | Trade | Impression /20 | Trust /22 | Lead Cap. /20 | Mobile /15 | SEO /15 | Access. /8 | Tier |
|---|---|---|---|---|---|---|---|---|---|---|
| 1 | 90 |  Crown Industrial Roofingcrownroofing.ca | Roofing | 18 | 19 | 17 | 13 | 14 | 8 | A — Honors |
| 2 | 90 | HVAC | 19 | 20 | 17 | 15 | 10 | 6 | A — Honors | |
| 3 | 89 |  Great Canadian Roofing, Siding, Exteriorsgreatcanadian.ca | Roofing | 18 | 19 | 19 | 12 | 14 | 6 | B — Passing |
| 4 | 88 | Roofing | 17 | 21 | 18 | 14 | 13 | 4 | B — Passing | |
| 5 | 87 | HVAC | 18 | 20 | 17 | 14 | 12 | 4 | B — Passing | |
| 6 | 86 |  Capable Group Inc.capablegroupinc.ca | Remodeling | 18 | 17 | 16 | 12 | 12 | 4 | B — Passing |
| 7 | 86 |  Pinnacle Roofing & Skylightspinnacleroofingri.com | Roofing | 19 | 21 | 17 | 12 | 15 | 1 | B — Passing |
| 8 | 86 |  Garage Livinggarageliving.com | Remodeling | 18 | 18 | 16 | 13 | 11 | 4 | B — Passing |
| 9 | 85 |  Schroeder Roofingschroederroofing.com | Roofing | 17 | 20 | 16 | 13 | 13 | 5 | B — Passing |
| 10 | 85 |  N-Hancenhance.com | Remodeling | 19 | 20 | 18 | 14 | 11 | 8 | B — Passing |
| 11 | 85 |  Sentry Roofingsentryroofingok.com | Roofing | 18 | 21 | 18 | 11 | 11 | 5 | B — Passing |
| 12 | 85 | Remodeling | 19 | 20 | 17 | 13 | 12 | 4 | B — Passing | |
| 13 | 85 |  Murray Lampert Design Build Remodelmurraylampert.com | Remodeling | 18 | 18 | 17 | 13 | 13 | 5 | B — Passing |
| 14 | 85 |  Trademark Renovationstrademarkrenovations.com | Remodeling | 18 | 19 | 14 | 12 | 10 | 3 | B — Passing |
| 15 | 84 |  Floor Coverings Internationalfloorcoveringsinternational.com | Remodeling | 17 | 18 | 18 | 11 | 13 | 6 | B — Passing |
| 16 | 84 |  Power Home Remodelingpowerhrg.com | Roofing | 18 | 20 | 20 | 12 | 14 | 0 | B — Passing |
| 17 | 84 |  Dr. Roof / Atlanta Roofing Specialistsatlantaroofingspecialists.com | Roofing | 17 | 16 | 18 | 12 | 9 | 1 | B — Passing |
| 18 | 84 |  Long Home Productslonghome.com | Roofing | 18 | 18 | 18 | 11 | 13 | 5 | B — Passing |
| 19 | 84 |  EatGatherLoveeatgatherlove.com | Remodeling | 16 | 16 | 18 | 13 | 9 | 3 | B — Passing |
| 20 | 84 |  Westridge Fine Homeswestridgefinehomes.com | Remodeling | 17 | 20 | 17 | 11 | 9 | 7 | B — Passing |
| 21 | 84 | HVAC | 17 | 19 | 17 | 12 | 13 | 4 | B — Passing | |
| 22 | 83 |  Kowalske Kitchen & Bathkowalske.com | Remodeling | 18 | 20 | 16 | 11 | 13 | 5 | B — Passing |
| 23 | 83 |  Mainstreet Design Buildmainstreetdesignbuild.com | Remodeling | 20 | 21 | 20 | 14 | 11 | 0 | B — Passing |
| 24 | 83 |  Michael Nash Design, Build & Homesmichaelnashkitchens.com | Remodeling | 19 | 19 | 20 | 14 | 11 | 1 | B — Passing |
| 25 | 83 |  New England Design & Constructionnedesignbuild.com | Remodeling | 18 | 19 | 17 | 10 | 13 | 5 | B — Passing |
The conversion gap in dollars
A Fervor Grade below 70 doesn't just mean a worse website. It means money leaving every month you don't fix it. Using LocaliQ 2025 paid-search benchmarks (3,200+ campaigns), Houzz 2025 home-services data, and U.S. Census 2025 service-trade pricing, here's what the gap between average and top-quartile conversion rates actually costs at scale.
Benchmarks: LocaliQ 2025 (3,200+ campaigns), Houzz State of Home Spending 2025, U.S. Census Bureau. Estimates use industry averages — actual figures vary by market, trade, and brand scale. Full methodology →
Digital State of the Industry
2026 Reports
Each report covers one home services field. The findings are quite shocking.
Digital State of the Roofing Industry 2026
64 of the 130 roofing sites we scored landed at a D or F. The trade average came in at 67.82 out of 100.
Roofing
Digital State of the Remodeling Industry 2026
Of 146 remodeling sites measured head to head, 67 graded D or F. The average sat at 65.67 out of 100.
Remodeling
Digital State of the HVAC Industry 2026
63 of the 104 HVAC sites we scored fell to a D or F. The trade average landed at 65.32 out of 100.
HVACFree for qualifying contractors
Want this analysis run on your website?
The Fervor Grade™ site inspection applies this same framework to your specific website. We score you across all 6 categories, identify the exact leaks costing you jobs, and rank the fixes by revenue impact. So you know what to fix first, whether you do it yourself or hire someone.