The D.T Roofing Ltd. Site Inspection
D.T Roofing Ltd. (dtroofing.org) is Site Inspected against the Fervor Grade™ National Site Inspection rubric across the 5 highest-conversion pages on the site. Final weighted score: 55/100 — Grade F, Condemned.
Methodology note. This Site Inspection applies the Fervor Grade™ 2.5 National Site Inspection framework to five key conversion pages on dtroofing.org. 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 14/20 on the homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 14/22 on the homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 9/20 on the homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 10/15 on the homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 6/15 on the homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 2/8 on the homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
service_page
First Impression scored 14/20 on the service_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 14/22 on the service_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 9/20 on the service_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 10/15 on the service_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 6/15 on the service_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 2/8 on the service_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
lead_capture
First Impression scored 14/20 on the lead_capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 14/22 on the lead_capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 9/20 on the lead_capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 10/15 on the lead_capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 6/15 on the lead_capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 2/8 on the lead_capture 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): D.T Roofing Ltd. 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) (trade-segment benchmark fallback (no brand-specific data)).
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 | 4.4% – 6.6% | 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) | [BENCHMARK-FALLBACK] trade-segment estimate, confidence: low |
| 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
D.T Roofing Ltd. scores 55/100 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 D.T Roofing Ltd.'s framework pages and applied the standard Fervor Grade™ rubric. The lowest-scoring category was Accessibility at 2/8; category-level breakdowns and per-page observations follow.
Weighted Brand Score Calculation
| Page | Raw Score | Weight | Weighted |
|---|---|---|---|
| homepage | 60/100 | ×0.15 | 18.0 |
| service_page | 55/100 | ×0.20 | 19.2 |
| lead_capture | 50/100 | ×0.30 | 17.5 |
| Overall Weighted Brand Score | 55 / 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
14/20No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Trust & Credibility
14/22No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Lead Capture
9/20No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Mobile Experience
10/15No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Content & SEO
6/15No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Accessibility
2/8No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Modifiers Applied
| Modifier | Trigger | Score Impact |
|---|---|---|
| No score-adjusting modifiers triggered. | ||
Data Confidence Statement
Observed with certainty: Manifest: Brand identity confirmed from manifest.json: slug='d-t-roofing-ltd', domain='dtroofing.org', brandName='D.T Roofing Ltd.', trade='roofing'. total_urls=85, page_role_coverage=0.60, framework_page_roles homepage=https://dtroofing.org/, service_page=https://dtroofing.org/services/, lead_capture=https://dtroofing.org/contact/, location_finder=null, location_page=null. urls_by_role.service_page lists 12 MB-city pages plus 8 product/material pages. Stack signals: WordPress 5.8.13, Elementor 3.5.1, Roofix theme 1.4 (2021 vintage) per CSS asset paths.. Architecture: architecture.json detector returned 'standard' contractor (5-page canonical) with confidence='high'; signals_observed=['no_non_standard_pattern_matched']; rationale='All detectors returned None; brand follows the canonical 5-page contractor architecture.'; detected_at=2026-05-15T03:24:53Z. Routes the rubric to standard 5-page weights with location-page weights re-balanced because location_page + location_finder are null in manifest.. Dom Facts: Six fresh dom_facts captures (home/services/contact × desktop/mobile, all 2026-05-15). Every capture: tel:+1-204-726-1045, mailto:info@dtroofing.info, facebook.com/dtroofingbrandon, instagram.com/dtroofingltd, schema_jsonld:[] (count 0), forms[] = single sitewide WP search form (action='/' GET fields=['s']), chat_widget_detected:false, review_widgets:[], manufacturer_credentials_detected:[] (detector miss; visuals contradict), body_text_patterns ratings:[] review_counts:[] since_years:[]. meta.description empty across all three pages; meta.canonical empty on /services/.. A11Y: Six fresh axe-core 4.10.2 runs (wcag2a/wcag2aa/wcag21a/wcag21aa/best-practice). Brand-unique violation set: 2 critical (button-name desktop-only, image-alt mobile-only), 3 serious (color-contrast, frame-title, link-name) on every page, 3 moderate (heading-order, landmark-one-main, region). Score 8 - 1.5×2 - 0.75×3 - 0.25×3 - 0.10×0 = 2.0.. Lighthouse: Mobile catastrophe vs. desktop adequate. lighthouse/home_lh_mobile.json: performance=0.15, LCP=10,799ms, CLS=0.339, TBT=1,572ms, FCP=4,318ms, TTI=11,112ms, SI=9,178ms. lighthouse/home_lh_desktop.json: performance=0.80, LCP=2,273ms, CLS=0.000066, TBT=0ms. Mobile triggers M-MX-02 -2 strict.. Cta Clickthrough: 22/22 successful CTA clicks across 11 URLs and 2 viewports (only /comments/feed/ had no_cta_pages on both viewports — expected). Every CTA labels 'Request a Quote' (header) or 'REQUEST A QUOTE' (in-page) and routes to https://go.servicem8.com/request_booking?uuid=35334f4b-042f-4ed5-8290-11f5bde290ab. Mobile geometry x=196 y=8 w=127 h=34 (height 34px below 44px tap-target threshold). Desktop geometry x=1235 y=0 w=220 h=68. Disqualifies M-EL-08 (no inspection/Site Inspection destination).. Screenshots: 18 screenshots captured: home/services/contact × desktop/mobile × {1_load, 2_scroll, 3_postcta}. Home desktop hero is rotating slider with financing-overlay and brand H1 below the fold; home desktop scroll surfaces credential strip (COR/CFIB/MHCA/IKO/CertainTeed/MSRA/Enviroshake) and Westman service-area cards. Services tile grid is 6 city cards with brief copy. Contact has 3 info cards plus Google Map plus single Request-a-Quote button — no embedded fields. Mobile pages reflow cleanly to single column with sticky red Request-a-Quote header CTA.. Html: Six rendered HTML captures (home/services/contact × desktop/mobile, all 2026-05-15) provide raw markup substantiating the dom_facts derivations: title, meta, canonical, tel/mailto/social link presence, single search-form-only, schema_jsonld absence, and headings_count=0 (Elementor sections render copy as widget text rather than semantic h1-h6)..
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.