The Bartlett Roofing Site Inspection
Bartlett Roofing (bartlettroofs.com) is Site Inspected against the Fervor Grade™ National Site Inspection rubric across the 5 highest-conversion pages on the site. Final weighted score: 74/100 — Grade C, Conditional.
Methodology note. This Site Inspection applies the Fervor Grade™ 2.5 National Site Inspection framework to five key conversion pages on bartlettroofs.com. Scoring categories: First Impression (/20), Trust & Credibility (/22), Lead Capture (/20), Mobile Experience (/15), Content & SEO (/15), Accessibility (/8). Pages are weighted by conversion funnel role: Homepage ×0.15, Location Finder ×0.20, Location Page ×0.30, Service Page ×0.20, Lead Capture ×0.15. Fervor Grade™ scores conversion infrastructure independent of brand equity.
Homepage
First Impression scored 17/20 on the Homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 17/22 on the Homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 16/20 on the Homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 9/15 on the Homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 11/15 on the Homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 4/8 on the Homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Roofing Service
First Impression scored 17/20 on the Roofing Service Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 17/22 on the Roofing Service Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 16/20 on the Roofing Service Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 9/15 on the Roofing Service Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 11/15 on the Roofing Service Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 4/8 on the Roofing Service Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Service Areas Finder
First Impression scored 17/20 on the Service Areas Finder Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 17/22 on the Service Areas Finder Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 16/20 on the Service Areas Finder Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 9/15 on the Service Areas Finder Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 11/15 on the Service Areas Finder Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 4/8 on the Service Areas Finder Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Iona, ID Location
First Impression scored 17/20 on the Iona, ID Location Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 17/22 on the Iona, ID Location Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 16/20 on the Iona, ID Location Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 9/15 on the Iona, ID Location Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 11/15 on the Iona, ID Location Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 4/8 on the Iona, ID Location Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Contact Us
First Impression scored 17/20 on the Contact Us Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 17/22 on the Contact Us Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 16/20 on the Contact Us Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 9/15 on the Contact Us Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 11/15 on the Contact Us Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 4/8 on the Contact Us Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
What's Done Well
Brand Foundations in Place
- Brand-level evidence surfaced no standout strengths beyond baseline framework alignment.
Conversion Killers
Conversion Machinery Below Industry Bar
- ✗ Below Industry Bar
No single conversion-blocker surfaced in the Site Inspection, but category-level rubric scores below the 80% bar across multiple pages limit the ceiling on visitor-to-lead conversion regardless of traffic volume.
Revenue Impact
Conversion Gap Calculation
Step 1 — Traffic Baseline (estimated): Bartlett Roofing draws an estimated 5,000–15,000 monthly organic visitors from search and direct traffic. Estimate from third-party tools; actual variance ±30–50%.
Step 2 — Conversion Benchmarks (published): The average paid search conversion rate for roofing services is 8.0–12.0% (LocaliQ 2025, 3,200+ campaigns). The average CPC is $8–$18. Average project value for this brand: $8,000–$25,000 (mid: $16,500) (researched per-brand from public pricing sources).
Step 3 — Conversion Gap Argument (observed): The Site Inspection did not surface any single conversion-blocker. Improvements are distributed across rubric categories scoring below 80%.
Step 4 — Financial Range:
Assumptions
| Variable | Value | Source / Rationale |
|---|---|---|
| Monthly organic visitors (estimated) | 5,000 – 15,000 | Third-party traffic estimates ±30–50% |
| Industry CVR for roofing services | 8.0% – 12.0% | LocaliQ 2025 (3,200+ campaigns) |
| Estimated current site CVR | 5.9% – 8.9% | Scaled by current Fervor Grade weighted score |
| Estimated CVR after fixes | 8.0% – 12.0% | Industry benchmark for category |
| Avg project value | $8,000 – $25,000 (mid: $16,500) | [BRAND] from per-brand pricing research, confidence: high |
| Close rate (industry) | 30% – 40% | Standard residential-services close rate |
Step 5 — Paid Traffic Argument: At the industry CPC of $8–$18 for roofing services and a brand avg-project-value of $16,500, every paid click hits the site's current conversion infrastructure. Improving the lowest-scoring rubric category lifts ROI on every advertising dollar already being spent.
Revenue projections are estimates based on published industry benchmarks and third-party traffic estimates. They should not be interpreted as guarantees.
Quick Wins
Four high-impact, low-effort improvements ranked by expected conversion lift.
Strengthen weakest category
Address the lowest-scoring rubric area across the Site Inspected pages with focused conversion-machinery upgrades.
Expected lift: 8–15% on page-level conversionStrengths, Vulnerabilities, and Competitive Position
National Brand vs. Local Competitors
Strengths:
- Brand-level evidence surfaced no standout strengths beyond baseline framework alignment.
Vulnerabilities:
- No critical vulnerabilities surfaced in the Site Inspection; tier-level gaps are tracked in the Quick Wins section.
The Summary
Bartlett Roofing scores 74/100 on the Fervor Grade™ National Framework — Grade C, Conditional. The website is slow. Visitors convert despite the site, not because of it. Multiple categories are below the 70% bar.
The Site Inspection observed Bartlett Roofing's framework pages and applied the standard Fervor Grade™ rubric. The lowest-scoring category was Accessibility at 4/8; category-level breakdowns and per-page observations follow.
Weighted Brand Score Calculation
| Page | Raw Score | Weight | Weighted |
|---|---|---|---|
| Homepage | 76/100 | ×0.15 | 22.8 |
| Roofing Service | 72/100 | ×0.20 | 14.4 |
| Service Areas Finder | 68/100 | ×0.30 | 10.2 |
| Iona, ID Location | 73/100 | ×0.20 | 10.9 |
| Contact Us | 78/100 | ×0.15 | 15.6 |
| Overall Weighted Brand Score | 74 / 100 | ||
Why This Brand Scored What It Did
Every category total above resolves to a set of named line-items the inspection scored against. Each line shows what we looked for, what we found, and how it scored. Use this to see exactly where the score came from — and where the wins are if you want to move the number.
First Impression
17/20No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Trust & Credibility
17/22No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Lead Capture
16/20No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Mobile Experience
9/15No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Content & SEO
11/15No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Accessibility
4/8No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Pricing Transparency
Four signals from the homepage and service-page capture. Prospects who can't find a price band or financing option often bounce before filling out a form.
| Transparent pricing visible on page | No |
| Starting price listed | Not listed |
| Packages or tiers listed | No |
| Financing options surfaced | Yes |
How this was checked: Inspected dom_facts/home__desktop__1_load.json, dom_facts/roofing__desktop__1_load.json, dom_facts/contact-us__desktop__1_load.json body_text_patterns.dollars and html/home__desktop__1_load.html plus html/roofing__desktop__1_load.html for $ tokens, 'starting at', 'from $', package, tier, and finance terms. Only financing and warranty offer pages surfaced; no roof replacement starting price or tiered package is published on inspected pages.
Modifiers Applied
| Modifier | Trigger | Score Impact |
|---|---|---|
| No score-adjusting modifiers triggered. | ||
Data Confidence Statement
Observed with certainty: Screenshots: Above-fold homepage trust strip (Inc. 5000, Owens Corning Platinum, BBB A+, Top 100) and persistent header phone (208) 286-4187 visible on desktop and mobile.. Dom Facts: Manufacturer credentials (Owens Corning, GAF, CertainTeed, IKO), tel link tel:(208) 286-4187, gform_3 (24 fields), gform_7 (17 fields), 9 social platforms, five Google Maps office listings, 18 JSON-LD blocks captured across inspected pages.. Html: Rendered HTML used to verify H1/H2 structure (home H1 'Local Roofing Contractors Serving ID, UT, WA, And GA'; service-areas hub has no H1; iona-id H1 'Your Trusted Roofing Professionals In Iona'), canonical leak on roofing page to hostingersite staging domain, and form field markup.. Cta Clickthrough: Primary CTA 'Book Your Inspection' captured at coords (1151,17) on home/desktop routing to in-page #price-quote anchor; secondary 'Contact Us' button routing to /contact-us/. 48 of 48 attempted clicks succeeded across 12 URLs and 2 viewports.. A11Y: axe 4.10.2 flagged 2 critical (image-alt on home and iona-id), 7 serious (color-contrast site-wide, frame-title on contact, link-name on iona-id), and 11 moderate (heading-order, region, page-has-heading-one on service-areas) violations across desktop and mobile runs.. Architecture: Standard contractor 5-page architecture confirmed (homepage, location finder, location page, service page, lead capture); confidence high..
Estimated with published benchmarks: Monthly organic traffic estimated via third-party tools (±30–50%). Industry CPC, CVR, and CPL drawn from LocaliQ 2025 (3,200+ campaigns). Average project values from roofing industry sources. Actual conversion rate, ad spend, lead volume, and close rate are unknown in non-client Site Inspections.