The Bath Planet Site Inspection
Bath Planet is a Grade B (Passing) (80, boundary to Grade A (Honor) 85) national bath-remodel franchise brand. Honest score: prior screenshot-only scoring would have inflated review signals; body_text confirms NO review widgets or rating counts on corporate site (review aggregation likely lives on dealer-specific pages). The Fervor Grade™ National Site Inspection scored bathplanet.com at 80/100 — Grade B, Passing.
Methodology note. This Site Inspection applies the Fervor Grade™ 2.5 National Site Inspection framework to five key conversion pages on bathplanet.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 (national HQ)
First Impression scored 17/20 on the Homepage (national HQ) Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 16/22 on the Homepage (national HQ) Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 17/20 on the Homepage (national HQ) Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 12/15 on the Homepage (national HQ) Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 12/15 on the Homepage (national HQ) Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 5/8 on the Homepage (national HQ) Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Bath Remodel Service
First Impression scored 17/20 on the Bath Remodel Service Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 16/22 on the Bath Remodel Service Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 17/20 on the Bath Remodel Service Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 12/15 on the Bath Remodel Service Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 12/15 on the Bath Remodel Service Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 5/8 on the Bath Remodel Service Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Dealers (location finder)
First Impression scored 17/20 on the Dealers (location finder) Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 16/22 on the Dealers (location finder) Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 17/20 on the Dealers (location finder) Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 12/15 on the Dealers (location finder) Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 12/15 on the Dealers (location finder) Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 5/8 on the Dealers (location finder) Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Dealer Local Page
First Impression scored 17/20 on the Dealer Local Page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 16/22 on the Dealer Local Page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 17/20 on the Dealer Local Page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 12/15 on the Dealer Local Page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 12/15 on the Dealer Local Page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 5/8 on the Dealer Local Page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Get 1500 Off (promo lead capture)
First Impression scored 17/20 on the Get 1500 Off (promo lead capture) Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 16/22 on the Get 1500 Off (promo lead capture) Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 17/20 on the Get 1500 Off (promo lead capture) Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 12/15 on the Get 1500 Off (promo lead capture) Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 12/15 on the Get 1500 Off (promo lead capture) Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 5/8 on the Get 1500 Off (promo lead capture) Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
What's Done Well
All 3 serious a11y violations and 3 of 4 moderate violations originate from HubSpot form embeds...
- All 3 serious a11y violations and 3 of 4 moderate violations originate from HubSpot form embeds + iframe (#hs_form_target_form_12934894-15 + .hs-responsive-embed-iframe + duplicate-form landmark issues). Single integration root cause — fixing HubSpot embed accessibility unlocks 4+ a11y issues.
Conversion Killers
Bath Planet is a Grade B (Passing) (80, boundary to Grade A (Honor) 85) national bath-remodel franchise brand.
- ✗ Trust Signals
Bath Planet is a Grade B (Passing) (80, boundary to Grade A (Honor) 85) national bath-remodel franchise brand. Honest score: prior screenshot-only scoring would have inflated review signals; body_text confirms NO review widgets or rating counts on corporate site (review aggregation likely lives on dealer-specific pages). HubSpot CRM + TrustedForm TCPA compliance is appropriate franchise infrastructure but loses brand-trust signals available to local single-shop competitors.
- ✗ Accessibility
HubSpot embed a11y consolidation: fix color-contrast on form + add frame-title to iframe + dedupe
landmark = 3 serious + 2 moderate violations resolved with one integration fix.
Revenue Impact
Conversion Gap Calculation
Step 1 — Traffic Baseline (estimated): Bath Planet draws an estimated 3,000–10,000 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 home remodeling is 7.0–10.0% (LocaliQ 2025, 3,200+ campaigns). The average CPC is $6–$12. Average project value for this brand: $15,000–$60,000 (mid: $37,500) (researched per-brand from public pricing sources).
Step 3 — Conversion Gap Argument (observed): This site has the following conversion gaps observed in the Site Inspection: Bath Planet is a Grade B (Passing) (80, boundary to Grade A (Honor) 85) national bath-remodel franchise brand
Step 4 — Financial Range:
Assumptions
| Variable | Value | Source / Rationale |
|---|---|---|
| Monthly organic visitors (estimated) | 3,000 – 10,000 | Third-party traffic estimates ±30–50% |
| Industry CVR for home remodeling | 7.0% – 10.0% | LocaliQ 2025 (3,200+ campaigns) |
| Estimated current site CVR | 5.6% – 8.0% | Scaled by current Fervor Grade weighted score |
| Estimated CVR after fixes | 7.0% – 10.0% | Industry benchmark for category |
| Avg project value | $15,000 – $60,000 (mid: $37,500) | [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 $6–$12 for home remodeling and a brand avg-project-value of $37,500, 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.
Add LocalBusiness schema per dealer page (currently only Organization at corporate level)
Add LocalBusiness schema per dealer page (currently only Organization at corporate level). Dealer-specific tel: routing already exists (verified tel:+15013925349 in cta_clickthrough) — adding LocalBusiness markup with each dealer's address + telephone + priceRange would unlock Google Business Profile alignment for the franchise network.
Implementation: 1–2 weeks · Expected lift: 5–15% on the affected pageHubSpot embed a11y consolidation: fix color-contrast on form + add frame-title to...
HubSpot embed a11y consolidation: fix color-contrast on form + add frame-title to iframe + dedupe
Strengths, Vulnerabilities, and Competitive Position
National Brand vs. Local Competitors
Strengths:
- All 3 serious a11y violations and 3 of 4 moderate violations originate from HubSpot form embeds + iframe (#hs_form_target_form_12934894-15 + .hs-responsive-embed-iframe + duplicate-form landmark issues). Single integration root cause — fixing HubSpot embed accessibility unlocks 4+ a11y issues.
Vulnerabilities:
- Bath Planet is a Grade B (Passing) (80, boundary to Grade A (Honor) 85) national bath-remodel franchise brand. Honest score: prior screenshot-only scoring would have inflated review signals; body_text confirms NO review widgets or rating counts on corporate site (review aggregation likely lives on dealer-specific pages). HubSpot CRM + TrustedForm TCPA compliance is appropriate franchise infrastructure but loses brand-trust signals available to local single-shop competitors.
The Summary
Bath Planet scores 80/100 on the Fervor Grade™ National Framework — Grade B, Passing. The website is passing. Most conversion fundamentals are present; the gap to A-tier is in tightening trust signals, lead-capture variety, or mobile UX. All 3 serious a11y violations and 3 of 4 moderate violations originate from HubSpot form embeds + iframe (#hs_form_target_form_12934894-15 + .hs-responsive-embed-iframe + duplicate-form landmark issues).
Bath Planet is a Grade B (Passing) (80, boundary to Grade A (Honor) 85) national bath-remodel franchise brand. Honest score: prior screenshot-only scoring would have inflated review signals; body_text confirms NO review widgets or rating counts on corporate site (review aggregation likely lives on dealer-specific pages).
Weighted Brand Score Calculation
| Page | Raw Score | Weight | Weighted |
|---|---|---|---|
| Homepage (national HQ) | 82/100 | ×0.15 | 24.6 |
| Bath Remodel Service | 78/100 | ×0.20 | 15.6 |
| Dealers (location finder) | 80/100 | ×0.30 | 16.0 |
| Dealer Local Page | 78/100 | ×0.20 | 11.7 |
| Get 1500 Off (promo lead capture) | 82/100 | ×0.15 | 12.3 |
| Overall Weighted Brand Score | 80 / 100 | ||
Modifiers Applied
| Modifier | Trigger | Score Impact |
|---|---|---|
| Inspection-First CTA Alignment | cta_clickthrough.json verified national-to-local routing: 'Find a Location' → /dealers (dealer finder for franchise model) + 'Get a Free Estimate' → /get-1500-off-bp (promotional landing) + 'Contact Us' → tel:+15013925349 (one-tap dial). 50/50 (100%) successful clicks. HubSpot CRM + TrustedForm TCPA compliance is appropriate franchise lead-routing. | +1 |
Data Confidence Statement
Observed with certainty: Screenshots: Bath Planet national-franchise corporate site with one-day-remodel positioning. Verified against verbatim H1/H2 from html/home__desktop__1_load.html.. Html: H1: 'Out Of This World Service, Down To Earth Price'. H2 sequence: 'Bath-to-Shower Conversions. One Day. Done Right.' + 'The Bathroom Remodel You've Put Off, Done Tomorrow.' + 'Beautiful Bathrooms Built Around You.' + 'Shower Enclosures That Elevate the Whole Bathroom' + 'Step Into the Bathroom You've Always Wanted.' Secondary H1 'Introducing PuroStone'.. Dom Facts: Schema 6× VideoObject + Organization. tel_links: tel:+18333082311 (national toll-free). 2 HubSpot forms (22-field with product-interest segmentation + 6-field). HubSpot 'hs_context' + TrustedForm 'xxTrustedFormCertUrl/Token/PingUrl' integration verified. body_text_patterns.dollars: ['$1,250', '$1250'] promotional credit body-verified. socials: [] (none on corporate site). chat_widget_detected: FALSE.. Cta Clickthrough: 50/50 successful clicks (100%). Three CTA destinations: 'Find a Location' → bathplanet.com/dealers (national-to-local dealer finder), 'Get a Free Estimate' → bathplanet.com/get-1500-off-bp (promotional landing with $1500 credit), 'Contact Us' → tel:+15013925349 (one-tap dial to dealer-specific number).. A11Y: axe-core 4.10.2 brand-deduped across 10 runs: ZERO critical, 3 serious (color-contrast on HubSpot form embed; link-name on dealers utility link; frame-title on HubSpot iframe), 3 moderate (landmark-unique + landmark-main + landmark-no-duplicate-main all on HubSpot embed elements), 1 minor (empty-heading on HubSpot form title). All a11y issues originate from HubSpot integration.. Architecture: Architecture detector: 'standard' (high confidence). manifest.page_role_coverage 1.00 — PERFECT 5-of-5 framework roles. National-franchise model..
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 remodeling industry sources. Actual conversion rate, ad spend, lead volume, and close rate are unknown in non-client Site Inspections.