The AB May Site Inspection
AB May scored 72/100 on the Fervor Grade™ — Grade C (Conditional). The Site Inspection scored 5 page roles across six conversion categories. The page-by-page narrative for this brand is being written; the scored evidence below is published in full.
Page-role scores
| Page role | Score | Weight | Weighted |
|---|---|---|---|
| Homepage | 72/100 | 15% | 10.8 |
| Location Finder | 74/100 | 10% | 7.4 |
| Location Page | 70/100 | 30% | 21 |
| Service Page | 71/100 | 25% | 17.8 |
| Lead Capture | 76/100 | 20% | 15.2 |
Key findings
- The cooling, service-area, and per-city location pages share the same right-rail Request Service form template, and that form's 'How did you hear about us' dropdown has no accessible name — screen-reader users can hear the visible field labels above and below it but the dropdown itself announces nothing, which is a 4.1.2 Name-Role-Value failure repeated on every service and location page.
- AB May's homepage and per-trade pages carry strong proof-of-tenure (Since 1959), strong technical infrastructure (HVACBusiness + Electrician JSON-LD on every page, two physical NAP blocks, two regional click-to-call numbers, 65+ years of service copy), but no star rating, no review count, no Google or BBB review widget appears above the fold on the homepage — visitors have to leave the site to verify reputation.
- The 95 city-level location pages share an identical content template — same H2 stack, same service-van image, same right-rail form. Plaza, MO opens with two paragraphs of neighborhood-specific copy, then collapses into the same Heating / Air Conditioning / Plumbing / Sewer / Appliance bullet stack as every other city page, which leaves long-tail SEO depth on the table for the cities AB May most wants to dominate.
Quick wins
- Add an aria-label to the 'How did you hear about us' dropdown in the right-rail Request Service form template so the field announces a name to screen readers — one template fix repairs the violation on every cooling, service-area, and per-city page.
- Pull the live Google review count and star rating into a hero badge on the homepage and the service pages — visitors currently have to leave the site (or scroll into the footer social row) to verify reputation, and the BBB profile is already linked from the social block so the data exists.
- Darken the light-blue link color used on the mobile service-area city list (Gladstone, MO and the adjacent city anchors) so the text-to-background contrast clears the 4.5:1 AA floor — current rendering fails on four nodes per the mobile a11y run.
- Expand the cooling page from its current ~600 words into a 1,000+ word service-system page covering AC repair, replacement, sizing, SEER ratings, and KC-specific climate notes — the HVAC trade qualifies as high-depth under the content-by-trade-complexity guidance, and the existing Daikin-benefits content lives on a separate URL that could be summarized into the main service page.