The Fahey Roofing + Contracting Site Inspection
Fahey Roofing + Contracting (faheyroofingcontractors.com) is Site Inspected against the Fervor Grade™ National Site Inspection rubric across the 5 highest-conversion pages on the site. Final weighted score: 73/100 — Grade C, Conditional.
Methodology note. This Site Inspection applies the Fervor Grade™ 2.5 National Site Inspection framework to five key conversion pages on faheyroofingcontractors.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 13/22 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 11/15 on the Homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 12/15 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.
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): Fahey Roofing + Contracting 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) (researched per-brand from public pricing sources).
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 | 5.8% – 8.8% | 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) | [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 $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
Fahey Roofing + Contracting scores 73/100 on the Fervor Grade™ National Framework — Grade C, Conditional. The website is slow. Visitors convert despite the site, not because of it. Multiple categories are below the 70% bar.
The Site Inspection observed Fahey Roofing + Contracting's framework pages and applied the standard Fervor Grade™ rubric. The lowest-scoring category was Accessibility at 3/8; category-level breakdowns and per-page observations follow.
Weighted Brand Score Calculation
| Page | Raw Score | Weight | Weighted |
|---|---|---|---|
| Homepage | 73/100 | ×0.15 | 73.0 |
| Overall Weighted Brand Score | 73 / 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
17/20No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Trust & Credibility
13/22No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Lead Capture
17/20No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Mobile Experience
11/15No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Content & SEO
12/15No 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 | No |
| Starting price listed | Not listed |
| Packages or tiers listed | No |
| Financing options surfaced | Yes |
How this was checked: Inspected dom_facts/home__desktop__1_load.json body_text_patterns.dollars (empty array). Grepped html/home__desktop__1_load.html for $, monthly, APR, financing — only /financing/ nav references surfaced, no pricing copy. Verified against screenshots/home__desktop__2_scroll.png and screenshots/home__mobile__2_scroll.png that no pricing card, price tile, or 'starting at' anchor appears anywhere on the homepage in the fully-rendered state.
Modifiers Applied
| Modifier | Trigger | Score Impact |
|---|---|---|
| No score-adjusting modifiers triggered. | ||
Data Confidence Statement
Observed with certainty: First Impression: H1 in DOM ('The Best Exterior Home Improvement Contractor in WV, OH and KY') anchored by trade-specific H2 ('Expert Roofing Contractors in WV, OH, KY'); fully-rendered hero photograph of a couple in front of a residential home confirmed visible in 2_scroll captures both viewports. 1_load captures missed the lazy-loaded hero — see DATA-INTEGRITY-NOTE modifier.. Lead Capture: Five-field contact form (Name / Phone / Email / Zip / Choose Your Service) visible above the fold on desktop with 'WHY WAIT! GET A FREE ESTIMATE & CONSULTATION.' headline and 'GET STARTED' submit. Mobile capture confirms form at top of page above the hero image.. Contact Methods: Phone (4 tel: links across WV/OH/KY), SMS (TEXT US (304) 521-5298 button via sms: scheme), email (mailto:info@faheyroofingcontractors.com), live chat (PureChat widget detected), web form, and six social profiles (Facebook, Instagram, LinkedIn, Twitter, YouTube, TikTok) all present.. Trust Credibility: Google + Facebook + Yelp star strip visible at bottom of hero region but no aggregated numeric rating or count. 'Since 2008' tenure claim and '14 years serving'. 'Family Owned & Operated' subhead. PostalAddress schema present (South Point, OH 45680). 'Owens Corning' mentioned in body; no GAF/CertainTeed/Haag credentials.. Cta Clickthrough Finding: Automated CTA harness reported no_ctas_found for both viewports despite screenshots, DOM, and a11y selector evidence confirming multiple CTAs — Divi .et_pb_button class selectors not matched by the harness this pass. CTA destination verification is incomplete by automation, but a11y/home__desktop.json enumerates href targets (/contact/, sms:, tel:, /new-roofs/, /roof-repairs/, /asphalt-shingle-roofs/, etc.) so destinations are known via the a11y pass.. Accessibility: Seven distinct axe rule violations each viewport. Critical: meta-viewport (user-scalable=0), select-name (form select with hidden label), video-caption (incomplete). Serious: color-contrast 24 nodes — orange #f4633a buttons at 3.13:1, blue announcement strip at 2.74:1, inline #2ea3f2 links; label-title-only on phone input; link-in-text-block. Moderate: heading-order (H3 then H5 skip), region (24 nodes lacking landmark containment including the entire lead form).. Architecture Seo: Standard 5-page contractor architecture; only the homepage was discoverable this pass (sitemap empty, headless nav returned data:; placeholder). Two JSON-LD blocks (BreadcrumbList + Organization + WebPage + WebSite plus a second Organization with full PostalAddress). Meta title 105 chars (over 60 SERP cap). Description 161 chars (just over 160)..
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.