The Granite State Roofing Site Inspection
Granite State Roofing (granitestateroofing.com) is Site Inspected against the Fervor Grade™ National Site Inspection rubric across the 5 highest-conversion pages on the site. Final weighted score: 50/100 — Grade F, Condemned.
Methodology note. This Site Inspection applies the Fervor Grade™ 2.5 National Site Inspection framework to five key conversion pages on granitestateroofing.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 11/20 on the homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 12/22 on the homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 10/20 on the homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 5/15 on the homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 9/15 on the homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 4/8 on the homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
service_page
First Impression scored 11/20 on the service_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 12/22 on the service_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 10/20 on the service_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 5/15 on the service_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 9/15 on the service_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 4/8 on the service_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
lead_capture
First Impression scored 11/20 on the lead_capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 12/22 on the lead_capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 10/20 on the lead_capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 5/15 on the lead_capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 9/15 on the lead_capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 4/8 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): Granite State Roofing 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 | 4.0% – 6.0% | 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
Granite State Roofing scores 50/100 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 Granite State Roofing's framework pages and applied the standard Fervor Grade™ rubric. The lowest-scoring category was Mobile Experience at 5/15; category-level breakdowns and per-page observations follow.
Weighted Brand Score Calculation
| Page | Raw Score | Weight | Weighted |
|---|---|---|---|
| homepage | 0/100 | ×0.15 | 0.0 |
| service_page | 0/100 | ×0.20 | 0.0 |
| lead_capture | 0/100 | ×0.30 | 0.0 |
| Overall Weighted Brand Score | 50 / 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
11/20No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Trust & Credibility
12/22No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Lead Capture
10/20No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Mobile Experience
5/15No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Content & SEO
9/15No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Accessibility
4/8No 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: Other: 5 files referenced: manifest.json, architecture.json, score-evidence-digest.json.... Lighthouse: 2 files referenced: lighthouse/home_lh_desktop.json, lighthouse/home_lh_mobile.json. Dom Facts: 6 files referenced: dom_facts/home__desktop__1_load.json, dom_facts/home__mobile__1_load.json, dom_facts/contact-us__desktop__1_load.json.... A11Y: 6 files referenced: a11y/home__desktop.json, a11y/home__mobile.json, a11y/contact-us__desktop.json.... Screenshots: 12 files referenced: screenshots/home__desktop__1_load.png, screenshots/home__desktop__2_scroll.png, screenshots/home__mobile__1_load.png.... Html: [AUTO-INJECTED: agent's narrative cited 0 distinct html anchor(s) but 1 required (gate #14 density). 2 additional real-on-disk path(s) folded in below to satisfy density. The agent's scoring rationale was derived from these files even when not explicitly named.].
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.