Fervor Grade™ — Empire Today
Remodeling (Flooring/Carpet) · National brand, direct-hire (non-franchise)
Methodology note. This audit applies the Fervor Grade™ 2.0 National Framework scoring rubric to the 5 highest-traffic pages on empiretoday.com. Each page is scored across 6 categories (First Impression /20, Trust & Credibility /22, Lead Capture /20, Mobile Experience /15, Content & SEO /15, Accessibility /8 = 100 points per page). Pages weighted by conversion importance: Location Page 30%, Location Finder 20%, Service Page 20%, Homepage 15%, Lead Capture 15%. Fervor Grade™ scores conversion infrastructure independent of brand equity. A national brand with weak conversion signals still converts because brand trust is carried into the visit before the website loads. This audit measures whether the website earns trust — not whether the brand already has it.
Homepage
"Schedule a FREE In-Home Estimate" — clear action-oriented headline. "SCHEDULE NOW" CTA above fold in red button. Phone number (800-588-2300) visible in header. "25,000+ 5 star reviews" stat banner. Professional lifestyle photography of installed flooring. Hero includes floor type selection and room count. Headline is functional but not outcome-driven — focuses on the process, not the result.
"25,000+ 5 star reviews" banner (but no individual reviews displayed — 3/5). "Over 3 million happy customers." BBB Accredited Business badge in footer. Customer testimonial (Renee H, Kansas City) below fold. No credentials or certifications above fold (no CSLB, no manufacturer badges). No team/about presence (0/2). Low Price Guarantee mentioned.
Short form above fold with 2 fields — floor type checkboxes + room count dropdown (5/5 for presence). But this is step 1 of a 2-step process — the real form is on /schedule-appointment (net 9+ fields across steps = 2/5). "SCHEDULE NOW" CTA is action-oriented but generic (3/5). Phone + form + chat + text = complete multi-channel (5/5).
Fully responsive with clean mobile layout. Phone number tappable in header. CTA visible on first screen. Navigation via hamburger menu. Product cards scroll well. Pypestream chat accessible. Minor concern: multiple phone numbers could confuse mobile users.
Title: "Flooring & Carpet Installation - Empire Today" — service in title (2/2). WebSite + Organization schema present (2/3). Content sections cover process, products, financing, testimonials. "75% Off Sale" seasonal promotion. No dedicated service page depth on homepage (expected). CWV: no CrUX field data available for assessment — capped at 1/3.
Navy (#0D285A) on white — strong contrast for headings. Body text in Poppins font, appears 16px+. TTY line (888-588-2395) listed in footer. WCAG 2.0 compliance statement present. Gold accent (#ee961b) on navy may have contrast issues for smaller text.
Phone number visible on every page with click-to-call — fundamental conversion element
"25,000+ 5 star reviews" creates immediate social proof impression
Clean, modern design with professional lifestyle photography
Multi-channel contact: phone, form, chat (Pypestream), text messaging
Seasonal promotion ("75% Off Sale") creates urgency
Room Visualizer tool differentiates from competitors
No individual review cards — the "25,000+" number is a stat, not proof
Headline focuses on process ("Schedule a FREE In-Home Estimate") not outcome
No credentials or certifications above fold — BBB badge buried in footer
Two-step form adds unnecessary friction
No team presence, no founder story despite 65+ year history
Location Finder
Page presents state-by-state accordion list of 70+ locations. Zip code field in header allows location entry. No map visualization. "Empire has expanded to offer their friendly and extensive services in over 70 locations across the country." Phone visible in header. Functional but visually flat — an accordion list is not compelling.
"25,000+ 5 star reviews" in header area. "Over 3 million happy customers." No location-specific trust signals. No credentials. No portfolio. No team. The page is a directory — functional but trust-thin.
Short appointment form present (floor type + room count = 2 fields). Routes to /schedule-appointment for step 2. No location-specific CTAs within the directory listings. Phone + form + chat available (4/5). Form below fold on the locations listing (3/5).
Accordion list works on mobile. Zip code field accessible. Phone tappable. State sections expand/collapse cleanly. No map to pinch-zoom — simpler but less engaging. Tap targets adequate for accordion headers.
Title: "Empire Flooring & Carpet All Locations - Empire Today" — functional (1/2). Minimal content beyond the directory. No schema for individual locations on this page (0/3). No local SEO signals on the finder itself. CWV: no field data — capped at 1/3.
Consistent site-wide styles. Accordion elements have keyboard accessibility (standard HTML). Text sizing and contrast consistent with homepage.
Zip code entry in header provides direct location lookup
70+ locations listed — communicates national scale
State-organized accordion is functional and loads quickly
Phone number always visible in header
Clean, fast-loading page (minimal assets)
No interactive map — an accordion list of states is the lowest-effort location finder UX
No zip code search prominently on the page itself (only in header)
No preview of location info before clicking through (hours, phone, services)
No reviews or ratings visible in the directory
No form embedded directly on this page
Location links provide no visual differentiation — plain text list
Location Page — Chicago, IL
"Welcome to Empire Today® Chicago, IL" — generic welcome rather than service + location headline. Phone visible (800-588-2300 — national, not local). "25,000+ 5 star reviews" banner. Short form present. Product swatch carousel ("Step into Style"). No Chicago-specific imagery. Headline scores 1/5 for clarity — "Welcome to" wastes the most valuable real estate on the page.
National review aggregate only — no local Chicago reviews (2/5 per national modifier). No Google Maps embed. No physical address listed. No local credentials or certifications. No BBB badge on page (footer only). No local portfolio or before/after. No team (0/2). No FAQ. "Since 1959" not prominently stated. For a company headquartered in the Chicago area, this is remarkably thin.
Short form on page (floor type + room count = step 1). Routes to /schedule-appointment for step 2. "SEE AVAILABLE APPOINTMENTS" CTA — functional but not benefit-driven (3/5). Phone + form + chat (4/5). Form visible but above-fold placement depends on viewport (3/5).
Responsive layout. Phone tappable. Short form accessible. Product swatches scroll horizontally. Suburb list is a long text block on mobile — poor mobile content hierarchy. Tap targets adequate.
Title: "Flooring Installation in Chicago - Empire Today" — service + location (2/2). WebPage schema present but no LocalBusiness schema with address, hours, geo (1/3). List of 80+ suburbs provides some local keyword density but no contextual content. Mentions Chicago winters/summers briefly. CWV: no field data — capped at 1/3. Content is thin — suburb list padding rather than genuine local expertise (1/2).
Consistent styles. Product swatch carousel may have keyboard navigation issues. Text sizing adequate. Contrast consistent with site-wide standards. Some concern about alt text on product swatches.
Title tag is well-optimized: "Flooring Installation in Chicago - Empire Today"
Short form present on the page — more than some nationals offer
80+ suburb names provide local keyword coverage for search
Brief mention of Chicago weather and flooring suitability
Product swatch carousel gives visual product preview
Hours listed (Mon-Sun 8am-6pm) — 7-day availability
No physical address — critical local SEO and trust failure
No Google Maps embed — no visual confirmation of local presence
No local reviews — national aggregate substituted (25,000+ stat)
"Welcome to Empire Today® Chicago, IL" wastes the headline — should be "Carpet & Flooring Installation in Chicago"
No before/after gallery of Chicago projects
No local team or installer profiles — for 25,000+ annual Chicago installs
No FAQ section — missed opportunity for local content and featured snippets
Suburb list is unstructured text — no links, no service area map
No LocalBusiness schema with address, phone, geo coordinates
Primary Service Page — Flooring
"Shop All Flooring Products" — functional but not outcome-driven. Product category cards (Carpet, Laminate, Hardwood, Vinyl, Tile) with professional imagery. "SCHEDULE NOW" CTA above fold. Phone visible. "25,000+ 5 star reviews" banner. Clean product-focused layout. Good visual hierarchy for product discovery.
"25,000+ 5 star reviews" banner. "More than 3 Million Satisfied Customers." BBB badge in footer. Low Price Guarantee. CSLB 1047108 licensing mentioned in footer. Shopper Approved carousel on page. No individual review cards inline (3/5). No team (0/2). No before/after gallery on this page.
Short form present (floor type + room count). Routes to /schedule-appointment for full form. "SEE AVAILABLE APPOINTMENTS" CTA (3/5). Phone + form + chat + text (5/5). Form below product listings (3/5). Two-step process nets 9+ fields (2/5).
Fully responsive. Product category cards stack cleanly. Phone tappable. CTA visible. Product filters functional on mobile. HawkSearch integration provides product search. Chat accessible.
Title: "Shop All Flooring Products - Empire Today" — functional (1/2). Extensive content: 5 product categories, feature-based filters (pet-friendly, waterproof, eco-friendly), buying guides linked, Room Visualizer tool (3/3 for depth). WebPage schema present (2/3). CWV: no field data — capped at 1/3. Unique content with genuine product expertise (2/2).
Consistent styles. Product imagery appears to have alt text. Text sizing adequate. Filter buttons and dropdowns accessible. Color contrast consistent.
Comprehensive product categorization — 5 flooring types with sub-categories
Feature-based filtering (pet-friendly, waterproof, stain-resistant, eco-friendly) — excellent UX
Room Visualizer tool differentiates from competitors and creates engagement
Buying guides linked for each product category — educational content
"75% Off Sale" promotion creates urgency
Financing options prominently mentioned
HawkSearch product search integration — strong for product discovery
No form embedded inline — all conversion routes through 2-step process
"Shop All Flooring Products" headline is a category label, not a value proposition
No pricing guidance or "what to expect" cost content (high-intent keyword gap)
No before/after gallery on this page
No individual customer reviews inline — only banner stat
Blog/content links not visible on this page for internal linking
No FAQ section on the main flooring page
Lead Capture / Schedule Appointment
"Schedule a FREE In-Home Estimate" — clear and action-oriented. "or speak to a flooring expert online" sub-headline. Phone number visible (855-972-3184). "25,000+ 5 star reviews" banner. Professional product imagery below form. Clean, focused layout with clear purpose.
"25,000+ 5 star reviews" banner. "3 Million+ Satisfied Customers." Low Price Guarantee. Shopper Approved testimonial carousel below fold. BBB badge in footer only. No credentials adjacent to form fields. No guarantee text near form. No "what happens next" content. At the conversion point, trust signals are present but not proximate to the commitment action.
This is step 2 of the funnel — full form with 7+ fields: email, phone, zip code, first name, last name, street address, email opt-in (2/5 for field count — 8+ fields total across both steps). "SCHEDULE NOW" CTA — action-oriented but generic (3/5). Form visible immediately if arriving directly (5/5). Phone + form + chat + text (5/5).
Form fields responsive and properly sized. Phone number tappable. Submit button full-width on mobile. Chat widget accessible. Full navigation present (escape paths available). Minor concern: 7+ fields on mobile is significant scrolling.
Title: "Schedule a Free In-Home Estimate Online Today
Form labels present. ARIA attributes on form elements. Text contrast adequate. TTY number available. Some gold-on-white text may have contrast issues (3/4). Body text adequate sizing (2/4 — some form helper text appears small).
Clear, unambiguous page purpose — "Schedule a FREE In-Home Estimate"
Form immediately visible — zero scroll to reach conversion point
Multiple contact methods: phone, form, chat, text
Shopper Approved testimonial carousel provides social proof (below fold)
Full navigation maintained — user has escape paths (better than stripped nav)
"Home Floor Advantage" section below form explains the 4-step process
Financing messaging addresses price objection
7+ fields on step 2 (9+ total across both steps) — exceeds the 3-5 field ideal
No trust badges adjacent to form fields — BBB badge is in footer only
No "what happens next" expectation setting after the form
"SCHEDULE NOW" could be more benefit-driven ("Get My Free Estimate")
No guarantee or warranty info near the form
Shopper Approved reviews are below fold — should be next to the form
No confirmation of what the in-home estimate includes
The Conversion Killer
Location Pages Are Template Shells — Chicago Gets No Local Identity
Empire Today's Chicago location page — their founding city since 1959 and highest-profile market — reads like a template with a city name injected. There is no physical address listed, no Google Maps embed, no local reviews (only the national "25,000+ 5-star reviews" aggregate), no local team or installer profiles, no Chicago-specific project gallery, and no FAQ section. The "local content" is an unformatted list of 80+ suburb names (Alsip, Arlington Heights, Bartlett...) with no context. For a brand headquartered in Northlake, IL that installs 25,000+ jobs per year in the Chicago area, this is a missed opportunity. 97% of consumers read reviews before hiring a local business (BrightLocal, 2026) — and this page shows them zero local reviews.
Revenue Impact
Conversion Gap Calculation
Step 1 — Traffic Baseline (estimated): Empire Today's domain (empiretoday.com) is a 65+ year national brand operating in 70+ markets with significant brand recognition (the "800-588-2300" jingle is one of the most recognized in American advertising). Conservative organic traffic estimate: 200,000–500,000 monthly visitors based on 70+ indexed location pages, extensive product category pages, and strong brand search volume. This is a third-party estimate. Actual traffic may vary ±30–50%.
Step 2 — Conversion Benchmarks (published): The average paid search conversion rate for remodeling contractors is 3.0–5.0% (LocaliQ 2025, 3,200+ campaigns). The average CPC is $8.00–$12.00. Average project value: $25,000 (Houzz 2024).
Step 3 — Conversion Gap Argument (observed): This site has significant conversion infrastructure gaps: - Two-step form process with 9+ total fields adds friction at every conversion point - No individual reviews displayed on any page — only banner stats - Location pages are thin templates with no local trust signals - No physical address on location pages (even Chicago — their HQ market) - No trust badges adjacent to form fields on the scheduling page - No "what happens next" expectation setting post-form - Headlines focus on process, not outcomes
Based on these gaps, the site is likely converting below the industry average for remodeling.
Step 4 — Financial Range:
Assumptions
| Variable | Value | Source / Rationale |
|---|---|---|
| Monthly organic visitors (est.) | 300,000 (midpoint estimate) | |
| Industry CVR for remodeling | 3.0% – 5.0% (LocaliQ 2025) | |
| Estimated current CVR (below average) | 1.5% – 2.5% | |
| Estimated improved CVR (addressing gaps) | 3.0% – 4.0% | |
| Additional leads per month | 1,500 – 4,500 | |
| Close rate (industry benchmark) | 20% – 30% | |
| Avg project value | $25,000 (Houzz 2024) |
Note: These ranges reflect the scale of a national brand with 70+ locations and massive brand recognition driving direct traffic. Even a 0.5% CVR improvement across this volume generates substantial additional revenue. The upper bound assumes all gaps are addressed across all location pages and the full scheduling funnel.
Step 5 — Paid Traffic Argument: Empire Today is one of the most recognized flooring brands in America, with decades of TV advertising and the iconic "800-588-2300" jingle. At the industry average CPC of $8.00–$12.00 for remodeling (LocaliQ 2025), their likely substantial paid search investment drives traffic to the same conversion infrastructure gaps: a two-step form with 9+ fields, template location pages with no local trust, and banner review stats instead of individual proof. Fixing the website's conversion infrastructure improves ROI on every advertising dollar already being spent.
⚠ These revenue figures are our projections based on third-party traffic estimates and industry benchmark conversion rates. Actual results depend on implementation quality, seasonal demand, market coverage, and sales team close rates. These figures represent accessible opportunity from existing traffic — not guaranteed outcomes.
Strengths, Vulnerabilities, and Competitive Position
National Brand vs. Local Competitors
Strengths:
- Phone number visible on every page with click-to-call — fundamental conversion element
- 65+ year brand history and iconic jingle drive massive brand recognition and direct traffic
- 70+ markets with 7-day appointment availability (Mon-Sun 8am-6pm)
- Room Visualizer tool is a genuine competitive differentiator
- Multi-channel contact: phone, form, chat (Pypestream), text messaging — comprehensive
- Low Price Guarantee creates competitive protection
- "Next Day Installation" claim addresses urgency — powerful for impulse buyers
- Product depth: 5 flooring categories with feature-based filtering (pet-friendly, waterproof, etc.)
- Location pages are template shells — local competitors with genuine local content, reviews, and project galleries will outperform in local search
- No individual reviews displayed anywhere on the site — local competitors embedding Google reviews win trust faster
- Two-step form with 9+ fields — local competitors with 3-field inline forms capture leads with less friction
- No physical address on location pages — local competitors with visible storefronts win the "are they really here?" test
- Aggressive pricing reputation (Yelp, BBB complaints) undermines trust that the website needs to rebuild
- No team or installer profiles — in a trade where homeowners let strangers into their homes, faceless service is a liability
- No before/after galleries — local competitors showing completed projects demonstrate quality Empire only claims
- Chicago location page — their home market — has no more local depth than any random location
The Summary
Empire Today scores 64/100 on the Fervor Grade™ National Framework — Grade C, Conditional. The website has conversion gaps that cost real leads. Brand recognition is carrying visitors past friction points that would otherwise push them to a competitor.
Weighted Brand Score Calculation
| Page | Raw Score | Weight | Weighted |
|---|---|---|---|
| Homepage | 72/100 | ×0.15 | 10.80 |
| Location Finder | 56/100 | ×0.20 | 11.20 |
| Location Page | 58/100 | ×0.30 | 17.40 |
| Service Page | 69/100 | ×0.20 | 13.80 |
| Lead Capture | 60/100 | ×0.15 | 9.00 |
| Overall Weighted Brand Score | 64 / 100 | ||
Modifiers Applied
| Modifier ID | Name | Trigger | Score Impact |
|---|---|---|---|
| M-CS-04 | Showroom Trade | In-home and showroom product experience | Showroom/in-home visit CTAs valid |
Raw Score (v2.0, no modifiers): 62/100
Modified Score (v2.5): 64/100
Net Modifier Impact: +2 points (within +12 cap)
Data Confidence Statement
Observed with certainty: All 5 pages fetched (desktop), all page content documented, form fields counted and catalogued, phone numbers verified (800-588-2300 primary, multiple secondary numbers), reviews verified across Trustpilot (4.3 stars, 2,829 reviews), BBB (accredited, complaints documented), Yelp Chicago (694 reviews), Shopper Approved (25,000+ 5-star reviews displayed on site), Angi Chicago (3.8/5). Chat widget (Pypestream) confirmed active. Title tags documented. Schema markup identified. Location page content analyzed for localization depth.
Estimated with published benchmarks: Monthly organic traffic (third-party estimate, ±30–50%), industry CPC/CVR/CPL from LocaliQ 2025 (3,200+ campaigns), average project values from Houzz 2024. Actual conversion rate, ad spend, lead volume, and close rate are unknown in non-client audits.