The H.A. Thompson & Sons Site Inspection
H.A. Thompson & Sons scored 56/100 on the Fervor Grade™ — Grade F (Condemned). The Site Inspection scored 3 page roles across six conversion categories. The page-by-page narrative for this brand is being written; the scored evidence below is published in full.
Page-role scores
| Page role | Score | Weight | Weighted |
|---|---|---|---|
| Homepage | 54/100 | 40% | 21.6 |
| Service Page | 52/100 | 40% | 20.8 |
| Lead Capture | 47/100 | 20% | 9.4 |
Key findings
- The homepage's largest above-the-fold body heading is 'Job Openings' rather than a heating, cooling, or plumbing value proposition — a visitor searching for furnace repair or boiler service in Bismarck lands on a recruiting headline before any service path.
- Neither the homepage nor the hot-water-heating service page has an H1, and zero JSON-LD structured-data blocks are present anywhere captured — search engines parsing the pages get no LocalBusiness, Organization, or Service schema and no top-level semantic page heading.
- The contact page is a static address-and-map block with no inline contact form, so a visitor who declines the messaging widget has only a phone number, an email, and a separate /schedule.html route to convert through.
Quick wins
- Replace the 'Job Openings' homepage hero with an HVAC service value proposition ('Heating, Cooling, Plumbing & Mechanical Contractor — Bismarck, Mandan & Fargo since 1908') and demote the careers block to a footer-anchored ribbon — the 117-year history and northern-plains coverage area are the brand's strongest differentiators and deserve the hero slot.
- Add a single semantic H1 to every page (the homepage describing the service offer, each service page describing its specific system) and embed LocalBusiness, Organization, and Service JSON-LD with the Bismarck and Fargo addresses, phones, hours, and service-area cities — this addresses the page-has-heading-one and landmark-one-main accessibility violations and the zero-schema content-SEO gap in one pass.
- Rebuild /contact-us.html around an inline lead form (name, phone, address, system type, urgency) directly below the addresses and map, and add a clear 'Available [hours]' or '24/7 Emergency Service' line beside both phone numbers — the messaging widget can stay as a secondary path but should not be the only inline conversion surface.
- Reposition the Podium messaging launcher on mobile so it no longer overlaps the 'FREE ESTIMATES' quick-link button at first paint; either tuck it lower, dock it as an inline strip, or auto-dismiss until the visitor scrolls past the primary CTAs.