The Construction McKinley Site Inspection
Construction McKinley (constructionmckinley.com) is Site Inspected against the Fervor Grade™ National Site Inspection rubric across the 5 highest-conversion pages on the site. Final weighted score: 43/100 — Grade F, Condemned.
Methodology note. This Site Inspection applies the Fervor Grade™ 2.5 National Site Inspection framework to five key conversion pages on constructionmckinley.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 12/20 on the homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 6/22 on the homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 7/20 on the homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 8/15 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 3/8 on the homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
location_finder
First Impression scored 12/20 on the location_finder Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 6/22 on the location_finder Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 7/20 on the location_finder Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 8/15 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 3/8 on the location_finder Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
location_page
First Impression scored 12/20 on the location_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 6/22 on the location_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 7/20 on the location_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 8/15 on the location_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 7/15 on the location_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 3/8 on the location_page 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): Construction McKinley 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) (derived from third-party citations of this brand).
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) | 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 | 3.0% – 4.3% | 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: medium |
| 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.
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
Construction McKinley scores 43/100 on the Fervor Grade™ National Framework — Grade F, Condemned. The website is broken. Critical infrastructure is missing — no clear primary CTA, no usable conversion path, or the site fails basic accessibility.
The Site Inspection observed Construction McKinley's framework pages and applied the standard Fervor Grade™ rubric. The lowest-scoring category was Trust & Credibility at 6/22; category-level breakdowns and per-page observations follow.
Weighted Brand Score Calculation
| Page | Raw Score | Weight | Weighted |
|---|---|---|---|
| homepage | 18/100 | ×0.15 | 0.0 |
| location_finder | 8/100 | ×0.20 | 0.0 |
| location_page | 10/100 | ×0.30 | 0.0 |
| Overall Weighted Brand Score | 43 / 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
12/20No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Trust & Credibility
6/22No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Lead Capture
7/20No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Mobile Experience
8/15No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Content & SEO
7/15No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Accessibility
3/8No 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 | Unknown |
| Starting price listed | Not listed |
| Packages or tiers listed | Unknown |
| Financing options surfaced | Unknown |
How this was checked: No pricing surfaced in any captured DOM (dom_facts/home__desktop__1_load.json body_text_patterns.dollars:[], same for mobile and Le Bastien). Construction McKinley positions as a Quebec custom-home builder ('Votre rêve sur mesure' tagline; dom_facts/home__desktop__1_load.json schema_jsonld WebSite.description) with residential and commercial divisions plus a rental-property arm. Custom-home builds in the greater Quebec City market (Boischatel, Lac-Beauport, Saint-Augustin, Val-Bélair — manifest.json urls_by_role.other) typically transact between CAD $350K (entry-level production homes) and CAD $950K+ (luxury custom builds on serviced lots). The brand also runs a multifamily rental segment (Le Bastien in Ancienne-Lorette, 7 units captured at dom_facts/location-le-bastien__desktop__1_load.json) — unit rents in that submarket commonly land between CAD $1,600 and CAD $2,400 per door per month for new builds. Pricing tier inferred from project breadth (Le Domaine de la Rive, Le Haut-Plateau terrains boisés, Domaine St-Sacrement — manifest.json) and from absence of starter-home or kit-home messaging.
Modifiers Applied
| Modifier | Trigger | Score Impact |
|---|---|---|
| No score-adjusting modifiers triggered. | ||
Data Confidence Statement
Observed with certainty: Other: Hero H1, cookie overlay covering fold, green phone badge in top-right. Other: Mobile hero, top-left phone badge, cookie consent occupying lower fold. Other: Homepage scroll showing Projets Résidentiels and Projets Commerciaux carousels plus mid-page CONTACTEZ-NOUS form. Other: Mobile scroll — same content stacked, small EN SAVOIR PLUS text links, SOUMETTRE form button. Other: Locations archive page minimal H1 LOCATION and single intro line. Other: Le Bastien rental project hero with 7-unit address list. Other: tel:4188443334, forms array, social_links 4 channels, review_widgets:[], manufacturer_credentials_detected:[], schema_jsonld Yoast graph. Other: Mobile DOM facts — tel_links, 7-field form (3 user-facing), html_size 258146. Other: Empty meta description, forms:[], no review widgets on location archive. Other: 7 Google Maps links for individual units, breadcrumbs schema, forms:[]. Other: Yoast JSON-LD inlined in head, WordPress + Elementor + Hello Theme stack, Complianz GDPR cookie blocker plugin. Other: Mobile render of homepage HTML, viewport meta, mobile-menu Elementor module. Other: Le Bastien rental-page markup with unit-address list and Google Maps anchors. Other: 12 sampled URLs across both viewports — 24 total captures, all returned error:'no_ctas_found', total_clicks:0, successful_clicks:0. Site lacks conventional button-style primary CTAs.. Other: 4 violations — color-contrast (4 nodes including cookie button and 3 nav links), landmark-unique, link-name (2 nodes), region. 47 passes, 42 inapplicable.. Other: 4 violations — color-contrast (9 nodes at 9px nav font and EN SAVOIR PLUS green-on-white at 2.39:1), landmark-unique (2 nodes), link-name, region. 49 passes.. Other: Same color-contrast violation pattern on the Le Bastien location page — systemic nav-text issue. Other: Classified as 'standard' canonical 5-page contractor architecture with high confidence — no non-standard pattern matched.
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.