The Bath Tune-Up Site Inspection
The homepage uses a four-step ZIP-first quiz (Step 1 of 4 explicitly displayed) — best-in-class for low-friction lead capture on a high-ticket bathroom-remodel purchase. Visitors see the funnel length up front, which lifts completion rates. The Fervor Grade™ National Site Inspection scored bathtune-up.com at 73/100 — Grade B, Passing.
Methodology note. This Site Inspection applies the Fervor Grade™ 2.5 National Site Inspection framework to five key conversion pages on bathtune-up.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 16/22 on the Homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 17/20 on the Homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 13/15 on the Homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 7/15 on the Homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 1/8 on the Homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Location Finder
First Impression scored 17/20 on the Location Finder Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 16/22 on the Location Finder Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 17/20 on the Location Finder Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 13/15 on the Location Finder Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 7/15 on the Location Finder Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 1/8 on the Location Finder Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Service Page
First Impression scored 17/20 on the Service Page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 16/22 on the Service Page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 17/20 on the Service Page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 13/15 on the Service Page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 7/15 on the Service Page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 1/8 on the Service Page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture
First Impression scored 17/20 on the Lead Capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 16/22 on the Lead Capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 17/20 on the Lead Capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 13/15 on the Lead Capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 7/15 on the Lead Capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 1/8 on the Lead Capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
What's Done Well
The homepage uses a four-step ZIP-first quiz (Step 1 of 4 explicitly displayed) — best-in-class...
- The homepage uses a four-step ZIP-first quiz (Step 1 of 4 explicitly displayed) — best-in-class for low-friction lead capture on a high-ticket bathroom-remodel purchase. Visitors see the funnel length up front, which lifts completion rates.
- Phone number is below the quiz rather than in the header — visitors who prefer to call must scroll past the form first. For a considered-purchase trade where some visitors prefer voice, this is a missed channel.
Conversion Killers
Accessibility is the weakest category — two critical violations (aria-required-attr) and four...
- ✗ Accessibility
Accessibility is the weakest category — two critical violations (aria-required-attr) and four serious (color-contrast, tabindex, aria-prohibited-attr) put screen-reader users at a real disadvantage on the lead-capture quiz.
- ✗ Accessibility
Increase contrast on the affected text — the Site Inspection surfaced color-contrast as a serious WCAG 2.0 AA violation. Likely small grey-on-white body copy.
- ✗ Trust Signals
Embed a Google Reviews widget so the testimonial trust signal is independently attested rather than brand-curated.
Revenue Impact
Conversion Gap Calculation
Step 1 — Traffic Baseline (estimated): Bath Tune-Up 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 services is 6.0–10.0% (LocaliQ 2025, 3,200+ campaigns). The average CPC is $5–$12. Average project value for this brand: $2,500–$30,000 (mid: $12,000) (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: Accessibility is the weakest category — two critical violations (aria-required-attr) and four serious (color-contrast, tabindex, aria-prohibited-attr) put screen-reader users at a real disadvantage on the lead-capture quiz
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 services | 6.0% – 10.0% | LocaliQ 2025 (3,200+ campaigns) |
| Estimated current site CVR | 4.4% – 7.3% | Scaled by current Fervor Grade weighted score |
| Estimated CVR after fixes | 6.0% – 10.0% | Industry benchmark for category |
| Avg project value | $2,500 – $30,000 (mid: $12,000) | [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 $5–$12 for home services and a brand avg-project-value of $12,000, 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.
Move the phone number into the top header so visitors who prefer voice contact see the...
Move the phone number into the top header so visitors who prefer voice contact see the channel without scrolling past the quiz.
Implementation: 1–2 weeks · Expected lift: 5–15% on the affected pageFix the aria-required-attr critical violation on the homepage form — every ARIA widget...
Fix the aria-required-attr critical violation on the homepage form — every ARIA widget needs its required attributes (slider needs aria-valuenow, etc.). Single editorial pass.
Implementation: 1–2 weeks · Expected lift: 5–15% on the affected pageIncrease contrast on the affected text — the Site Inspection surfaced color-contrast as a...
Increase contrast on the affected text — the Site Inspection surfaced color-contrast as a serious WCAG 2.0 AA violation. Likely small grey-on-white body copy.
Implementation: 1–2 weeks · Expected lift: 5–15% on the affected pageEmbed a Google Reviews widget so the testimonial trust signal is independently...
Embed a Google Reviews widget so the testimonial trust signal is independently attested rather than brand-curated.
Implementation: 1–2 weeks · Expected lift: 5–15% on the affected pageStrengths, Vulnerabilities, and Competitive Position
National Brand vs. Local Competitors
Strengths:
- The homepage uses a four-step ZIP-first quiz (Step 1 of 4 explicitly displayed) — best-in-class for low-friction lead capture on a high-ticket bathroom-remodel purchase. Visitors see the funnel length up front, which lifts completion rates.
- Phone number is below the quiz rather than in the header — visitors who prefer to call must scroll past the form first. For a considered-purchase trade where some visitors prefer voice, this is a missed channel.
Vulnerabilities:
- Accessibility is the weakest category — two critical violations (aria-required-attr) and four serious (color-contrast, tabindex, aria-prohibited-attr) put screen-reader users at a real disadvantage on the lead-capture quiz.
The Summary
Bath Tune-Up scores 73/100 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. The homepage uses a four-step ZIP-first quiz (Step 1 of 4 explicitly displayed) — best-in-class for low-friction lead capture on a high-ticket bathroom-remodel purchase.
Accessibility is the weakest category — two critical violations (aria-required-attr) and four serious (color-contrast, tabindex, aria-prohibited-attr) put screen-reader users at a real disadvantage on the lead-capture quiz.
Weighted Brand Score Calculation
| Page | Raw Score | Weight | Weighted |
|---|---|---|---|
| Homepage | 78/100 | ×0.15 | 15.6 |
| Location Finder | 70/100 | ×0.20 | 21.0 |
| Service Page | 72/100 | ×0.30 | 21.6 |
| Lead Capture | 75/100 | ×0.20 | 15.0 |
| Overall Weighted Brand Score | 73 / 100 | ||
Modifiers Applied
| Modifier | Trigger | Score Impact |
|---|---|---|
| No score-adjusting modifiers triggered. | ||
Data Confidence Statement
Observed with certainty: First Impression: hero shows the multi-step quiz Step 1 of 4 with ZIP field plus Next Step button. Trust Credibility: page shows Highly Rated by Our Happy Customers testimonial block plus six-badge Trustpoints strip. Lead Capture: mobile homepage leads with Step 1 of 4 quiz, Next Step button, and Or Call Now phone alternative. Mobile Experience: mobile is responsive, quiz visible above the fold, cookie banner partially covers lower viewport. Accessibility: axe-core surfaced 2 critical (aria-required-attr), 4 serious (color-contrast, tabindex, aria-prohibited-attr, +1), 3 moderate, 0 minor unique violations. Full Evidence Stack: cta_clickthrough.json captures[] verified 79 successful CTA clicks across the captured pages. Verified primary CTAs (label + destination): 'Request A Consultation' → /en-ca/request-your-free-consultation/; 'Request a Free Quote' → /en-ca/request-your-free-consultation/; 'Why Spring is the Best Time to Start You' → /en-ca/blog/why-spring-is-the-best-time-to-start-y; 'Contact Us' → ..
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 kitchen-bath industry sources. Actual conversion rate, ad spend, lead volume, and close rate are unknown in non-client Site Inspections.